Child safety/first aid epic fail

On Sunday 27/08/2017 on a family day we went for shopping at a family shop Checkers Hyper in Rustenburg. After waiting in a very long queue we eventually got in the front. My little boy was helping the teller lady moving the shopping fw for her. Suddenly while the shopping band was moving. My little boys arm got dragged in between the rubber layer and the plate. He was so stuck that he could not move at all. The teller lady had no idea what to do. So my husband hasty called for the manager. He also came but had no idea what to do. So then from there no one could help us to remove his arm from the rubber band and plate. By that time he was stuck for about 15 min. I was in such a state as no one knew what to do so my boy was left stuck there. My 5 year old boy. By that time only thing we could do is the bend the plate on top of the rubber. A guy behind us from the public came and help us. Eventually we managed to get his arm out. He got badly bruised with this incident. Only thing said to us by management was he can take a sweetie. I mean really. How does a sweetie compensate this whole incident???? I mean really? How where and when is the care for the customers? What should i do and where can i take this up to?