How did Piggly Wiggly get its name?

“Clarence Saunders founded Piggly Wiggly in Memphis, Tenn., in 1916. His idea of a grocery store revolutionized the way you shop for groceries. Prior to Piggly Wiggly, shoppers gave their grocery list to a clerk, who then gathered the goods for the shopper. Saunders found this wasteful, and developed a way for shoppers to serve themselves. Piggly Wiggly introduced shopping carts, open shelves and no clerks to shop for the customer… He fielded constant questions about the name; the Web site said Saunders was curiously reluctant to explain its origin.”