Supermarket giant Sainsbury's said it is fitting iPod docks, battery chargers and speakers to its trolleys in a trial move.
The outfit's West London shop on Cromwell Road will be the first branch of the mega-retailer to take delivery of the blinged-up charabancs is appears.
Sainsbury's developed the idea with satellite broadcaster Sky, which is seeking to promote its its Sky Go sports news service, by getting shoppers to tune in while getting the groceries.
"We strive to make our customers' lives simpler, which is why we're looking at these new trolleys," Brett Hart, Sainsbury's trolley buyer told the Torygraph.
The trolleys have also been fitted with sensors to alert those distracted by the sport when they're heading for another trolley or a pile of baked beans cans.
"Being able to create a gadget that is practical yet innovative is often a challenge but I think with the trolley we’ve cracked it," said Ian Burgess of Setwo Designs, the company behind the trolley.