Personalized marketing incentives based on historical information and mobility monitoring

One embodiment for determining a marketing incentive for a user of an electronic device. In one embodiment, a computer processor detects a first electronic device within a retail environment utilizing a second electronic device that also identifies information associated with the first electronic device. In one embodiment, a computer processor determines a behavior associated with the first electronic device based, at least in part, on movement of the first electronic device within the retail environment. In one embodiment, a computer processor identifies data associated with the retail environment that includes information associated with a retailer associated with the retail environment and information associated with the first electronic device. In one embodiment, a computer processor determines a first marketing incentive based, at least in part, on the determined behavior associated with the first electronic device and the identified data associated with the retail environment.

BACKGROUND OF THE INVENTION

The present invention relates generally to the field of marketing, and more particularly to providing a customer, utilizing a mobile device, an incentive to influence purchases.

Developments in cellular and computing technology have resulted in proliferation of smart mobile electronic devices, such as smartphones, tablet computers, and wearable devices with advanced capabilities, such as digital eyeglasses (e.g., smart glasses) and smart watches. Mobile devices contribute to the growing network of social interactions and the connectedness of users. Businesses look to these mobile devices as a conduit to users to improve sales.

Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. Information can be received by individuals in that location who wish to receive them and have the necessary equipment to do so. Location based services (LBS) have similar concepts that can make use of a user's position to provide various services, such as actual traffic information and listings of restaurants close by. Typically, these services are based on positioning systems such as global positioning system (GPS) or information from the mobile communication network such as global system for mobile communications (GSMT™).

Alternatively, an indoor positioning system (IPS) can locate mobile devices, objects and/or people inside a building using radio waves, magnetic fields, acoustic signals, or other sensory information collected by mobile devices. IPS solutions can rely on different technologies, such as distance measurement to nearby anchor nodes with known positions (e.g., wireless local area network access points), magnetic positioning, or dead reckoning. IPS solutions can actively locate mobile devices and tags, or provide an ambient location or an environmental context for devices that are sensed (i.e., detected).

SUMMARY

According to aspects of the present invention, there is a method, computer program product, and/or system for determining a marketing incentive for a user of an electronic device. In one embodiment, a computer processor detects a first electronic device within a retail environment, wherein the first electronic device is detected utilizing a second electronic device that identifies information associated with the first electronic device. In one embodiment, a computer processor determines a behavior associated with the first electronic device based, at least in part, on movement of the first electronic device within the retail environment. In one embodiment, a computer processor identifies data associated with the retail environment, wherein the identified data associated with the retail environment includes information associated with a retailer associated with the retail environment and information associated with the first electronic device. In one embodiment, a computer processor determines a first marketing incentive based, at least in part, on the determined behavior associated with the first electronic device and the identified data associated with the retail environment.

DETAILED DESCRIPTION

Embodiments of the present invention recognize that understanding and influencing consumer behavior in real time is an increasingly important focus area for organizations and their information technology (IT) providers. Use of indoor positioning systems (IPSs) and communicating to unique customers (e.g. users) is an active area (e.g., sale, marketing) for many organizations. Technologies and tools that enable organizations and/or businesses to detect unique customers and determine customers' locations and movements within a designated environment are growing in pervasiveness and business value, as they allow organizations and/or businesses to perform web-type analytics for physical venues and deliver customer-centric (e.g., incentives, promotional, cross-marketing, loyalty, etc.) offers. Embodiments of the present invention recognize that predictive modeling analytics and machine learning can be utilized to customize incentives that are communicated to a customer.

Embodiments of the present invention can be utilized by a plurality of entities, such as organizations, retailers, businesses, and or proprietors, herein identified as a/the merchant, operating within various venue and/or environments. Embodiments of the present invention utilize an IPS that may more accurately determine the position of a user's mobile device. The range of various wireless technologies is identified by standards of the Institute of Electrical and Electronics Engineers (IEEE). In an indoor example, the maximum range of an electronic device based on IEEE 802.11ac is 35 meters and a device based on IEEE 802.11ad is a couple of meters. The accuracy for determining a distance (e.g., a position) to a wirelessly communicating electronic device is affected by the wireless technology utilized. Some IPS solutions utilize technologies that consume less energy and can more easily establish connections with other electronic devices both mobile and stationary. For example, Bluetooth® Low Energy may have a positional accuracy of 10 centimeters as opposed to a wireless local area network (WLAN) that may have a positional accuracy of a meter or more. Embodiments of the present invention also enable a merchant (e.g., a retailer) of the shopping venue (e.g., retail environment) to further divide (e.g., geo-fence) an area monitored by an electronic device (e.g., transceiver, beacon, etc.) into one or more zones that are described by distance semantics, such as a window shopping area, a promotional area, and a checkout area.

One embodiment of the present invention communicates marketing incentives to a customer via a WLAN of a merchant, within a shopping venue. For example, a merchant may communicate an incentive to a customer via a merchant application (app) installed on a mobile device of a user (e.g., customer). In another example, a merchant may communicate an incentive to a customer via instant messaging app installed on a mobile device of a user. In another embodiment of the present invention communicates marketing incentives to a customer via another wireless communication technology (e.g., a telephony system) on a mobile device of the customer.

Other embodiments of the present may invention integrate communication functions with an IPS to: identify a mobile device of a customer, track the mobile device of the customer, and communicate incentives to the mobile device of the customer. An embodiment of the present invention, communicates marketing invectives to a customer via a mobile device, such as a smart cart or a scanner (e.g., had-held scanner) provided by the shopping venue (e.g., a retail environment, a merchant). In an embodiment of the present invention, incentives are communicated to a point-of-sales (POS) terminal utilized by a customer (e.g., an automated checkout station, a self-checkout station) or for a POS terminal (e.g., register) supported by a customer service representative (e.g., cashier). Various embodiments of the present invention include modules that comprise an IPS which may include: a transceiver, a beacon, a wireless hot-spot, a kiosk, a POS, etc. to determine the mobility of a customer and/or communicate incentives to the mobile device of the customer. In some embodiments of the present invention the transceivers (e.g., beacons) may be distributed across a shopping venue to provide monitoring that can blanket the shopping venue which may be comprised of one or more retail environments. Other embodiments of the present invention may utilize transceivers to localized and/or partition areas, such as a retail areas specific to a merchant, departments within the retail environment of the merchant, and/or specific areas of merchandise of the merchant.

Embodiments of the present invention can apply predictive modeling analytics to purchasing behaviors of a customer (e.g., time and date, demographics, purchasing history, response to incentives, etc.), which may be utilized to determine an incentive that is communicated to a customer. In addition, embodiments of the present invention analyze the mobility of a mobile device (e.g., a user, a customer) within a shopping venue (e.g., a retail environment). Embodiments of the present invention may define mobility in terms of: time, distance, direction of movement (e.g., approaching, receding, stationary), and speed of movement. Mobility data associated with a mobile device may be utilized as another input to predictive modeling analytics to determine a context for a current behavior of a customer, and refine an incentive communicated to the customer to influence the purchasing behavior of the customer. Additional embodiments of the present invention also may also incorporate technologies that can determine the physical location and direction of movement of a mobile device, in at least two dimensions, as opposed to a radial distance from a transceiver.

Some embodiments of the present invention include merchant information as other inputs to predictive modeling analytics for determining an incentive to offer a customer. Merchant data that may be utilized by predictive analytics in the determination of incentive include information related to merchandise inventories. An embodiment of the present invention may include a segmentation analysis to determine the effectiveness of marketing campaigns to up-sell or cross sell merchandise and/or services. Another embodiment of the present invention may utilize analytics to generate marketing incentives that include an urgency factor. In one example, analytics may indicate that a customer may respond positively to an incentive with a time constraint. In another example, analytics may determine that based on information available for a plurality of customers within a retail environment that a marketing incentive that employs a competitive constraint, such as the next twenty purchases of an items gain an additional discount.

The descriptions of the various scenarios, instances, and examples related to the present invention have been presented for purposes of illustration but are not intended to be exhaustive or limited to the embodiments disclosed. Alternative embodiments of the present invention may be utilized in other venues and/or environments that include transceivers and/or beacons that can monitor the mobility of a user. For example, embodiments of the present invention may be utilized within: a trade show, a convention, a special event (e.g., pet show, bridal show, a festival), a fair, a carnival, a business district, etc. In this example, each vendor area/booth may utilize a beacon to monitor the mobility of a user in and around a vendor area/booth. Embodiments of the present invention provide for locating and communicating with mobile devices in indoor positioning systems. Although the present invention describes a solution for an indoor positioning system, a person skilled in the art will recognize that this invention will apply to any designated environment (e.g., outdoor marketplace, subway stations, parking lots, sports venues) that uses a positioning system with a network that may or may not rely on global positioning system (GPS) satellites.

The present invention will now be described in detail with reference to the Figures.FIG. 1is a functional block diagram illustrating distributed computing environment100in an embodiment, in accordance with the present invention. An embodiment, distributed computing environment100includes: server102, device115, device120, and point-of-sale (POS) terminal130, all interconnected over network110. In some embodiments, distributed computing environment100may include multiple instances of device115. Many modifications to the depicted environment may be made by those skilled in the art without departing from the scope of the invention as recited by the claims.

Server102, device115, device120, and POS terminal130may be: laptop computers, tablet computers, netbook computers, personal computers (PC), desktop computers, personal digital assistants (PDA), smart phones, wearable devices (e.g., digital eyeglasses, smart glasses, smart watches, personal fitness devices, personal safety devices), or any programmable computer systems known in the art. In certain embodiments, server102, device120, and POS terminal130represent computer systems utilizing clustered computers and components (e.g., database server computers, application server computers, etc.) that act as a single pool of seamless resources when accessed through network110, as is common in data centers and with cloud-computing applications. In general, server102, device115, device120, and POS terminal130are representative of any programmable electronic device or combination of programmable electronic devices capable of executing machine readable program instructions and communicating with users of server102, device115, device120, and POS terminal130, via network110. Server102, device115, device120, and POS terminal130may include components, as depicted and described in further detail with respect toFIG. 5, in accordance with embodiments of the present invention.

Transceiver data103includes files, tables, and databases that include identifiers for device115, POS terminal130, and other devices of an IPS (not shown) utilized by server102. In an embodiment, transceiver data103also includes the distance semantics corresponding to device115and POS terminal130. In some embodiments, transceiver data103also includes a map of a shopping venue (e.g., a retail environment) and a cross-reference linked to merchant data105that identifies one or more locations of merchandise within a shopping venue. In other embodiments, transceiver data103includes a cross-reference linked to merchant data105that identifies one or more items of merchandise by RFID tags associated with the merchandise. In various embodiments, transceiver data103may be dynamically modified based on merchant data105and/or merchandise including RFID tags that may be detected by a transceiver (e.g., device115). In an example, merchandise around device115is depleted and consolidated to a smaller area. Transceiver data103for device115may be affected (e.g., one or more zones shrink).

Analytics104includes a suite of software capable of predictive modeling analytics, machine learning, statistical analysis, database searches, fuzzy logic, etc. In some embodiments, analytics104may also include various business analytics, such as behavioral analytics, cohort analytics, marketing analytics, pricing analytics, retail analytics, etc. For example, analytics104may utilize behavior analytics to characterize a user based on location, direction, duration and history; such as a roaming customer (e.g., long distance, short stays, random paths); a bargain hunter (e.g., long stays, sales and clearance zones); and trend setter (e.g., regular price zone, long duration, frequent purchases, paths traverse related merchandise and/or accessories). In an alternative embodiment, analytics104is a purchased software solution hosted on another computing system (not shown) that is accessible via network110.

In other embodiments, analytics104utilizes transceiver data103, merchant data105, and user mobility data determined by device tracking program200to determine one or more incentives that are communicated to device120. In one embodiment, analytics104determines one or more incentives based on real-time monitoring of a user within a shopping venue (e.g., retail environment). In another embodiment, analytics104dynamically determines incentives that are customized for a user. In various embodiments, analytics104may include one or more algorithms developed by a merchant. In another embodiment, analytics104utilizes parameters and lookup tables within merchant data105to select an incentive from predefined incentives of a merchant based on a mobility and a behavior associated with a user. In an example, analytics104may include an algorithm that calculates an incentive index (IIDX), which utilizes time of stay (ToS), distance from device115(D), and an average value of prior purchases (PPavg) as inputs. One instance of the IIDX algorithm may be defined as: IIDX=((ToS)2/D)+PPavg2. In another instance, an IIDX algorithm may utilize analytics104to generate a more granular index value. For example, IIDX may obtain ToS, D, and PPavg information relative to a department within a shopping venue, such as clothing for men.

Analytics104utilizes identifying information obtained about a mobile device, mobility and/or behavioral data associated with the mobile device, and merchant data to determine a marketing incentive that is communicated to the mobile device. In one embodiment, analytics104uses a purchasing history of the user as an input for determining an incentive. In another embodiment, analytics104may be constrained to using an identifier for device120as opposed to an identity of a user. In one scenario, analytics104may infer an identity of a user based on electronic payment information or merchant card information obtained by POS terminal130when a user pays for merchandise with the credit card or merchant card. In another scenario, analytics104is limited to obtaining a purchase history associated with the identifier of device120.

Merchant data105includes merchandise inventory information and customer information. In one embodiment, merchant data105includes merchandise information and/or inventory data such as, a quantity for items (e.g., merchandise) that are stocked by a shopping venue, a price for the items that are stocked, a status (e.g., on order, clearance, backordered, discontinued, promotional, etc.) for stocked items, cross-marketing information among stocked items, supplier discounts for stocked items, rebates for stocked items, etc. In various embodiments, merchant data105includes inventory data associated with one or more shopping venues of a merchant, such as warehoused inventory, stocked inventory that is not displayed, and/or inventory of another shopping venue (e.g., another store of a chain of stores). In addition, merchant data105may include a map (e.g., floor plan) of a shopping venue that identifies the locations of stocked items. In one scenario, a map of the shopping venue may be communicated to device120to improve the shopping experience of a user. In another scenario, a map of some of a shopping venue or the entire shopping venue may be communicated to a user via electronic signage that detects device120and/or an incentive determined for the user.

In another embodiment, merchant data105includes historical information for a plurality of users (e.g., customers, shoppers, mobile devices, etc.). Historical information may include: demographic information, a purchasing history of merchandise (e.g., color, size, date, cost, etc.), merchandise tracked by a user (e.g., a wish list), responsiveness to various incentives (e.g., percent discounts, cash back, loyalty points, bundled items, etc.), and/or other information (e.g., a level of impulse buying) determined by analytics104for a user. In a further embodiment, historical information may include aggregated purchasing history for a user across a plurality of venues of a merchant (e.g., retailer), such as but not limited to other retail environments (e.g., stores, franchises) of the merchant, on-line shopping websites of the merchant, and/or related shopping venues (e.g., other retailers and/or franchises of a parent company).

In addition, an embodiment of may also include information obtained from one or more social networking applications. For example, a user “liked” an item of merchandise and submitted a positive review of the item. In various embodiments, merchant data105includes information related to a current marketing initiative, such as a back-to-school sale or a holiday (e.g., Labor day) sale. In one scenario, merchant data105includes a purchasing history corresponding to an identity of user that utilizes device120. For example, a user of device120“opted-in” to a rewards program of a merchant (e.g., utilizes a credit card of a merchant, receives e-mail marketing information, etc.). In another example, merchant data105identifies the identity of a user based on a software application of a merchant installed on device120. In another scenario, merchant data105includes a purchasing history associated with a mobile device (e.g., device120). In some scenarios, merchant data105includes a cross-reference of users that utilize device120. For example, two siblings share mobile device120.

In some embodiments, merchant data105includes mobility data for a plurality of users. The mobility data for the plurality of users may be stored in a database so that mobility data may be sorted based on one or more parameters, such as time of year, demographics, shopping venue location, etc. In various embodiments, merchant data105includes parameters and/or algorithms that are used to fully quality or partially quantify a behavior of a user for input to analytics104. In some embodiments, merchant data105affects the information in transceiver data103, such as including algorithms that can dynamically modify distance semantics based on one or more conditions. In one example, transceiver data103(e.g., a size of one or more zones, or distance semantics associated with one or more zones), corresponding to device115, is modified (e.g., grows, shrinks, reapportions, etc.) based on inventory information within merchant data105. In other embodiments, merchant data105may include parameters and/or lookup tables (e.g., matrix, array) that are utilized by analytics104to determine an incentive. In one example, merchant data105may include a lookup table (e.g., a 2-D array) comprised of merchandise in one axis and IIDX values in the other axis. In another example, merchant data105may include a lookup table (e.g., a 3-D matrix) comprised of merchandise in one axis, IIDX values in a second axis, and distance semantics in a third axis.

In one embodiment, server102, communicates through network110to device115, device120, and POS terminal130. Network110can be, for example, a local area network (LAN), a telecommunications network, a wireless local area network (WLAN), such as an intranet, a wide area network (WAN), such as the Internet, or any combination of the previous and can include wired, wireless, or fiber optic connections. In general, network110can be any combination of connections and protocols that will support communications between server102, device115, device120, and POS terminal130, in accordance with embodiments of the present invention. In some scenarios, server102utilizes network110to access one or more instances of device115to communicate with device120. In another embodiment, network110operates locally via wired, wireless, or optical connections and can be any combination of connections and protocols (e.g., personal area network (PAN), near field communication (NFC), laser, infrared, ultrasonic, etc.).

Device115is a device that can communicate wirelessly with device120and can determine the mobility of device120. Device115communicates the mobility data to server102via network110. Dependent on security settings and/or active software apps, device115may not be able to determine an identity for the user of device120. Device115may be limited to determining an identity for device120. In one embodiment, device115is an electronic device, such as a beacon or a sensor that is limited to 1-way communication with respect to device120. In an example, device115determines the mobility data for device120and an identity for the user of device120, and communicates the mobility data and identity data associated with device120to device tracking program200. In another embodiment, device115is an electronic device, such as a transceiver that is capable of communicating with device120, server102, and other electronics devices (e.g., RFID tags). Device115determines the mobility data for device120and an identity for the user of device120and communicates the mobility data and identity data associated with device120to device tracking program200. In addition, device115may communicate incentives, generated by incentive program300, to device120.

In a further embodiment, device115includes electronics that enable device115to determine the physical location and direction of movement of device120, in at least two dimensions, as opposed to a radial distance to device120that is relative to device115. In some embodiments, device115also includes various algorithms to determine an angle of arrival (AoA) and/or a direction of arrival (DoA) of device120relative to one or more zones defined within transceiver data103for device115. In other embodiments, device115communicates mobility data (e.g., signal strength, AoA) to server102, where server102utilizes one or more algorithms to determine additional mobility data (e.g., ToS, DoA, speed, etc.) for device120.

Device120may include: user information121, user interface (UI)122and various programs (not shown). Examples of programs that device120may include are: a web browser, an e-mail client, security software (e.g., a firewall program, a geo-locating program, an encryption program, etc.), an instant messaging (IM) application (app), and a communication (e.g., phone) application. A user of device120can interact with the respective UI122via a singular interface device, such as a touch screen (e.g., display) that performs both input to a graphical user interface (GUI) and as an output device (e.g., a display) presenting a plurality of icons associated with software applications or images depicting the executing software application. Optionally, a software application (e.g., a web browser) can generate UI122operating within the GUI of device120. In some instances, a software program (e.g., an e-mail client) may utilize the display of device120to display an incentive offer (e.g., coupon). For example, device120may receive an incentive from server102in the form of a quick response code (QR code) that is scanned at POS terminal130to certify the individualized incentive communicated to device120.

In one embodiment, user information121includes security settings for device120, such as authentication information and protocols (e.g., encryption schemes) utilized during communications (e.g., with network110, server102, etc.). In another embodiment, user information121includes one or more identities of user, such as user profiles. User information121may include information associated with a subscriber identity module (SIM) card of device120. In some embodiments, user information121may also include encrypted and/or anonymized merchant account information, electronic payment information (e.g., a digital wallet), etc.

UI122accepts input from a plurality of input/output (I/O) devices including, but not limited to, a tactile sensor interface (e.g., a touch screen, a touchpad) or a natural user interface (e.g., voice control unit, motion capture device, etc.). An I/O device interfacing with a UI122may be connected to an instance of device120, which may operate utilizing a wired connection, such as a universal serial bus port (USB™ port) or wireless network communications (e.g., infrared, NFC, etc.). For example, an I/O device may be a peripheral, such as a keyboard, a mouse, a trackball, or a click wheel that provides input from a user. A user may utilize UI122interface screen generated by device tracking program200. In one embodiment, UI122is generated by a software app, of a merchant, that is installed on device120. In another embodiment, UI122is generated by a web-based app (e.g., an e-commerce site) that is associated with the shopping venue and/or for presenting incentives to a user of device120.

Device tracking program200determines the mobility of a user of device120within a shopping venue. Device tracking program200bases the mobility of a user (e.g., device120) on the movements of device120relative to one or more instances of device115. Device tracking program200communicates an incentive, based on the determined mobility data of a user, to device120. Device tracking program200may further analyze the mobility of device120to determine a behavior for a user, based on zones that are defined relative to an instance of device115. In some embodiments, device tracking program200can communicate marketing incentives to device120. In other embodiments, device tracking program200communicates marketing incentives to another electronic device, such as POS terminal130where the marketing incentive is communicated to the user of device120.

Incentive program300utilizes the mobility data and determined behaviors of a user to determine a marketing incentive to communicate to a user of device120. Incentive program300may also include various merchant data, such as merchandise inventory and a purchase history of a user, when determining a marketing incentive for the user, in accordance with embodiments of the present invention. In some embodiments, incentive program300cannot determine the identity of a user of device120and determine a marketing incentive based on information (e.g., mobility data, a behavior, purchase history, etc.) corresponding to device120.

FIG. 2is a flowchart depicting operational steps for device tracking program200, a program that monitors the mobility of a user associated with device120, within a shopping venue. In addition, device tracking program200communicates incentives, received from incentive program300, to device120, in accordance with embodiments of the present invention. Device tracking program200may further analyze the mobility of device120to determine a behavior for a user, based on zones that are defined relative to an instance of device115. In some embodiments, device tracking program200communicates marketing incentives to another electronic device, such as POS terminal130as opposed to device120.

In step202, device tracking program200detects and identifies a mobile device. In an embodiment, device tracking program200may query device120for a unique identifier. In another embodiment, device tracking program200utilizes a wireless network detector, packet sniffer, neighborhood discovery protocol, etc., to determine an identity for device120. In some embodiments, device tracking program200utilizes network110to determine the identity of device120utilizing a wireless-based positioning system (WPS). For example, network110may utilize one or more instances of device115(e.g., a beacon) to obtain information associated with device120that is utilized by a WPS. In an embodiment, device tracking program200“fingerprints” device120. A device fingerprint is information collected about a remote computing device for the purpose of identification. Device tracking program200can utilize fingerprints to fully identify or partially identify individual users or devices even when cookies are turned off. For example, device tracking program200may determine information associated with device120, such as a service set identifier (SSID), a wireless communication media access control (MAC) address, a Bluetooth® MAC address, and/or other identifiers. Another identifier that device120can utilize is a universally unique identifier (UUID). The UUID may be associated with a communication device within device120or the UUID may be embedded in a subscriber identity module (SIM) card within device120.

Referring to step202in other embodiments, device tracking program200determines an identity of a user and/or an identity of device120by one or more software applications that execute on device120, such as a merchant application, a social media application, a digital payment feature, etc. In an embodiment, device tracking program200determines an identity of a user of device120by accessing user information121. In another embodiment, device tracking program200identifies a user of device120based on previous purchases. In one scenario, device tracking program200previously detected device120during a shopping trip and obtained an identifier for device120. During another shopping trip, device tracking program200determined, via merchant data105, that a user of device120utilized an electronic payment method (e.g., credit card, debit card, digital wallet, etc.) that includes an identity of a user. In another scenario, device tracking program200may determine the identity of a user based on a rewards card of a merchant. In one example, device tracking program200obtains an ID for device120upon entering a shopping area of a merchant. Subsequently, device tracking program200determines the identity of a user of device120based in a scan of a rewards card of the merchant to obtain electronically printed coupons (e.g., e-coupons). In another example, device tracking program200determines the identity of a user of device120based on a rewards card of a merchant that includes a RFID chip that contains the identity of a user or an ID for a user that may be cross-referenced with user identities within merchant data105. In some embodiments, device tracking program200may infer that the identity of a user associated with another shopping trip is the identity of the user traveling with device120of a current shopping trip. In other embodiments, device tracking program200is constrained to identify device120by an identifier obtained from device120as opposed to determining the identity of a user of device120.

In step204, device tracking program200monitors the mobility of a user. In an embodiment, device tracking program200monitors the mobility of a user (e.g., device120) via device115. In some embodiments, device tracking program200may utilize localization techniques that determine the position of device120via measuring the intensity of the received signal (received signal strength or RSS) corresponding to various wireless access points. Device tracking program200may identify geo-locating parameters for device120that may include: the service set identifier (SSID) of device120, a wireless communication media access control (MAC) address for device120, and a Bluetooth® MAC address for device120. In one instance, the accuracy of the location of device120, determined by device tracking program200, may depend on the number of positions that have been entered into the location database (e.g., locations of beacons) of an IPS. In other instances, the locational accuracy of device tracking program200is affected by which wireless technology utilized to locate device120.

In a further embodiment, device tracking program200utilizes various algorithms to determine the angle of arrival (AoA) and/or direction of arrival (DoA) of device120with respect to one or more zones associated with a transceiver (e.g., device115, POS terminal130). Other embodiments of the present invention may utilizes smart objects and/or radio-frequency identification (RFID) tags associated with merchandise (e.g., attached to, imbedded within, etc.) to determine the mobility of a customer and/or the merchandise traveling with device120(e.g., a customer). In an alternative embodiment, device tracking program200utilizes an IPS to monitor the mobility of a user.

In step206, device tracking program200determines a behavior of a user within a monitored zone. In an embodiment, device tracking program200obtains a definition for a monitored zone from transceiver data103. For example, a monitored zone may include one or more areas surrounding device115(e.g., transceiver, beacon, POS terminal, etc.). In some embodiments, (referring toFIG. 4) device tracking program200may define a monitored zone as concentric areas (e.g., zones410,415,425, and435ofFIG. 4) around an electronic device (e.g., device115). In other embodiments, device tracking program200may overlay a floor plan (e.g., map) of a shopping venue to determine which zones (e.g., zone410,415,425, and435) around device115are an in-store shopping area (e.g., area405) of a merchant and which zone (e.g., area455) is outside (e.g., area450) the shopping area of the merchant.

In a further embodiment, device tracking program200includes a distance semantic (DS) that describes one or more characteristics that that are associated with a zone of device115. In other embodiments, device tracking program200includes a DS that describes one or more characteristics that that are associated with a zone of POS terminal130. For example, the zone closest to POS terminal130may be assigned the distance semantic characteristic of “checkout.” In an alternative embodiment, device tracking program200utilizes a WPS (e.g., network110and/or multiple instance of device115) and/or an IPS to determine the location of device120. In some embodiment, device tracking program200defines zones, utilizing multiple instances of device115and/or other wirelessly communicating devices, such that a zone may exist independent of a specific instance of device115. Similarly, zones based on utilizing multiple instances of device115and/or other wirelessly communicating devices are not constrained to circular or concentric areas.

In an embodiment, device tracking program200may determine a behavior of a user of device120in terms of distance (D), a distance semantics, and a time-of-stay (ToS) within a zone associated with device115. In some embodiment, distance semantics may be defined with respect to zones. In some embodiments, device tracking program200utilizes analytics104to determine a behavior of a user based on studying (e.g., analyzing) the mobility of a plurality of other users. In other embodiments, device tracking program200utilizes analytics104to determine a behavior of a user based on studying (e.g., analyzing) the historical mobility data a plurality of other users.

In step208, device tracking program200communicates data to incentive program300and obtains an incentive from incentive program300. In one embodiment, device tracking program200communicates data, such as an ID for device120; an identity for a user of device120; and mobility data and behavior data of a user of device120to incentive program300. In another embodiment, device tracking program200obtains one or more incentives from incentive program300. In some embodiments, device tracking program200also receives an indication from incentive program300to delay communicating the incentive to device120.

In decision step210, device tracking program200determines whether to communicate an incentive. In an embodiment, device tracking program200determines to communicate an incentive to a user (Yes branch, decision step210). In one scenario, device tracking program200communicates an incentive to a user via device120as incentives are received from incentive program300. In another scenario, device tracking program200communicates a delayed incentive based on a behavior of a user. In one example, (referring toFIG. 4) device tracking program200receives a delayed incentive when device120pauses within zone455(e.g., window shopping distance sematic). When device tracking program200determines that device120is moving to the perimeter of zone455, away from the entry gap in wall440leading to area405(e.g., merchant shopping area), device tracking program200communicates the incentive to the user via device120.

In another embodiment, device tracking program determines not to communicate an incentive to a user (No branch, decision step210) based on an indication from incentive program300. In one scenario, device tracking program200receives an indication not to communicate an incentive from incentive program300based on a lack of an identity for a user. In another scenario, device tracking program200receives an indication not to communicate and from incentive program300based on one or more behaviors of a user. In one example, device tracking program200determines that the mobility data for device120indicates that a user moves quickly between instances of device115(e.g., following a shopping list). In another example, device tracking program200determines that device120approaches another instance of device115as opposed to moving toward POS terminal130. In some scenarios, device tracking program200does not communicate an incentive to a user based on incentive program300not receiving information that identifies the user of device120. Responsive to determining to communicate an incentive to a user (Yes branch, decision step210), device tracking program200communicates an incentive to a user (step212).

In step212, device tracking program200communicates an incentive to a user. In one embodiment, device tracking program200communicates an incentive to a user via device120. In one scenario, device tracking program200communicates an incentive via a merchant application installed on device120. In another scenario, device tracking program200communicates an incentive to a user via another form of electronic communication installed on device120, such as a text message, an e-mail, and/or a social media program. In some embodiments, device tracking program200cannot directly communicate an incentive to a user because the identity of the user was not ascertained. However, device tracking program200may communicate an incentive, linked to the ID associated with device120, to POS terminal130to be available for the checkout of the user. In an alternative embodiment, device tracking program200communicates an incentive to a user via another electronic device that may identify device120, such as a smart cart, an e-coupon printer, and/or electronic signage. In other embodiments, device tracking program200may include a map of the shopping venue indicating the locations of merchandise that is affected by an incentive, such as a location for a bundled item.

In decision step214, device tracking program200determines whether a user continues shopping. In one embodiment, device tracking program200determines that a user continues shopping based on the user moving within a zone associated with another instance of device115. In an alternative embodiment, device tracking program200determines that device120moves toward POS terminal130and communicates another incentive to device120. In one scenario, device tracking program200communicates a delayed incentive to a user via device120to influence a user to purchase additional merchandise. In one example, device tracking program200communicates an incentive to bundling additional merchandise (e.g., cross-sell) based on merchandise (e.g., RFID tags) traveling with device120. In another scenario, device tracking program200communicates another incentive from incentive program300to up-sell merchandise that a user bypasses. For example, device tracking program200communicates an incentive of a larger discount for a more advance model of merchandise that a user browsed in proximity to device115. Responsive to determining that a user continues shopping (Yes branch, decision step214), device tracking program200loops to continue monitoring the mobility of a user (step204).

In another embodiment, device tracking program200determines that a user does not continue shopping based on the approach of device120to POS terminal130. Responsive to determining that a user does not continue shopping (No branch, decision step214), device tracking program200logs a purchase of a user (step216). In some embodiments, responsive to determining that a user does not continue shopping (No branch, decision step214), device tracking program200may communicate a delayed incentive to device120to influence a user to continue shopping.

In step216, device tracking program200logs a purchase of a user. In an embodiment, device tracking program logs the purchases of a user at POS terminal130and updates merchant data105(e.g., purchase history of a user, modify inventory based on user purchase, etc.). In one embodiment, device tracking program200utilizes one or more incentives (e.g., QR codes, e-coupons, bar code images, etc.) communicated to device120to process the merchandise purchase of a user. In another embodiment, device tracking program200utilizes the ID of device120to communicate one or more incentives to POS terminal130. In one scenario, device tracking program200communicates an additional incentive to POS terminal130that is applicable if a user purchases additional merchandise (e.g., value based, bundled items, etc.). In another scenario, device tracking program200communicates and additional incentive to POS terminal130that is applicable if a user “opts-in” (e.g., chooses to participate in a merchant program), such as installing a merchant application on device120; provides user information and/or demographics (e.g., a user name, a user e-mail address, a user mailing address, etc.). In some embodiments, device tracking program200logs the purchases processes by POS terminal130, to a purchase history associate with an ID of device120as opposed to the identity of a user.

FIG. 3is a flowchart depicting operational steps for incentive program300, a program for determining one or more incentives that affect a purchasing behavior of a user of device120, in accordance with embodiments of the present invention.

In step302, incentive program300receives data from device tracking program200. In an embodiment, incentive program300receives data related to an ID for device120and/or an identity for a user of device120. In another embodiment, incentive program300receives data related to the mobility of a user (e.g., movements of device120) within a shopping venue of a merchant. In another embodiment, incentive program300receives data related to a behavior of a user within one or more zones that are monitored (e.g., in proximity to device115).

In decision step304, incentive program300determines whether a user of a mobile device is identified. In some embodiments, incentive program300determines an identity of a user of device120based on data received from device tracking program200(step302). Responsive to determining an identity for a user of device120(Yes branch, decision step304), incentive program300obtains a history associated with a user (step306).

In step306, incentive program300obtains a history associated with a user. In some embodiments, incentive program300obtains a history of a user from merchant data105based on the identity of a user (referring toFIG. 2, step202).

Referring to decision step304, responsive to determining an identity for a user of device120is not obtained (No branch, decision step304), incentive program300obtains a history associated with a mobile device (step307).

In step307, incentive program300obtains a history associated with a user. In some embodiments, incentive program300obtains a history of device120from merchant data105based on an ID of device120(referring toFIG. 2, step202).

In step308, incentive program300optionally determines if merchandise is traveling with a user. In some embodiments, incentive program300determines which merchandise travels with a user of device120, as opposed to inferring which merchandise is of interest based on mobility data of a user and/or a behavior determined for the user. In one embodiment, incentive program300determines which merchandise travels with a user based on RFID tags associated with one or more items of merchandise (e.g., attached to an item, embedded in an item, attached to packaging containing an item, etc.). In another embodiment, incentive program300determines which merchandise travels with a user based in input from the user. In one example, incentive program300determines which merchandise travels with a user based on scans of merchandise (e.g., bar codes, QR codes, etc.) by device120. In another example, incentive program300determines which merchandise travels with a user based on scans of merchandise by another wirelessly communicating electronic device (e.g., a hand-held scanner, a smart cart, etc.).

In step310, incentive program300determines an incentive and communicates the incentive to device tracking program200. In one embodiment, incentive program300utilizes one or more capabilities of analytics104to determine an incentive based on the identity of a user and data received from device tracking program200associated with the user. In another embodiment, incentive program300utilizes one or more capabilities of analytics104to determine an incentive based on ID of device120and data received from device tracking program200associated with device120. In some embodiments, incentive program300inputs: the mobility data of device120, one or more determined behaviors of a user of device120, and distance semantics associated with device115to analytics104to determine an incentive for a user.

In an alternative embodiment, incentive program300may determine an incentive for a user based distance semantics associated with POS terminal130. In an example, incentive program300determines that a user visited one or more instances of device115; however, device120does not approach POS terminal130within a predicted period of time (e.g., historical behavior of a user, average time based on a group of similar users, etc.). In response, incentive program300may determine another incentive for the user of device120to influence the user to purchase merchandise. In another example, incentive program300may determine from merchant data105that a common behavior for a user infers comparison-shopping. Referring toFIG. 4, incentive program300may include a delay with an incentive that is not communicated until device120approaches an exit between area405and area450. In addition, still referring toFIG. 4, incentive program300may include a second incentive with a second delay that is communicated and/or displays when device120returns to zone455and/or area405.

In various embodiments, incentive program300includes inventory and/or marketing information obtained from merchant data105as additional inputs for analytics104to determine an incentive. In one example, a shopping venue may be overstocked with some items of merchandise. Rather than increasing the size (e.g., percentage) discount communicated to a customer, incentive program300communicates this data to analytics104to determine that an overstocked item may be of interest to a user of device120. Subsequently, analytics104generates an incentive for the user of device120, such as a special discount on the overstocked item, or “free item” with a minimum purchase of other merchandise. In another example, incentive program300determines that a shopping venue has a low stock-level for a particular item. Analytics104may generate a lesser incentive when a user of device120acquires multiple items of the low stock-level merchandise. Alternatively, if the analytics104determines that a user of device120may be near a maximum historic purchase level (e.g., dollar value), then analytics104may determine that the incentive is a “rain check” or extended sale for a low-stock level item of merchandise.

In an embodiment, incentive program300communicates the one or more incentive determined by analytics104to device tracking program200. In some scenarios, incentive program300may format the depiction of an incentive based on criteria such as, a merchant application, a method of communicating (e.g., e-mailing, text messaging, etc.) the incentive to device120, webpage content, etc. In other scenarios, incentive program300may format the depiction of an incentive based on another electronic device, such as POS terminal130, a smart cart, and/or an e-coupon printer.

FIG. 4an illustration depicting an example implementation of utilizing a transceiver to locate and monitor a mobile device and communicating the monitoring information to a computing device, in accordance with an embodiment of the present invention.

FIG. 4illustrates a portion of a floor plan depicting on example of an implementation of environment100. In this example, environment400includes a device115(e.g., a transceiver, a beacon) within a shopping venue (e.g., a retail environment) that detects (e.g., identifies) device120and monitors the mobility of device120. In an embodiment, device115is utilized to determine the mobility data for device120with respect to distance, direction, speed, and ToS within one or more zones traversed by device120. Device115communicates the mobility data associated with device120to server102via network110. In an alternative implementation, environment400includes POS terminal130as opposed to device115.

In environment400, the shopping venue is divided by wall440into two areas; area405which included device115and device120is an in-store area (e.g., a retail environment, a shopping area) controlled by a merchant, and area450which is outside of the shopping area controlled by the merchant. In one embodiment, server102exists within area405. In some embodiments, server102exists within a shopping venue of a merchant. In other embodiments, server102exists in a remote location and communicates with device115and device120within environment400via network110.

In one embodiment, device115is a beacon that detects device120. In another embodiment, device115is a transceiver capable detecting, identifying and establishing 2-way communication with device120. In some embodiments, device115fingerprints device120to obtain identification information for device120. Fingerprints can be used to fully identify or partially identify individual users or devices even when cookies are turned off. Information associated with device120may include: a service set identifier (SSID), a wireless communication media access control (MAC) address, a Bluetooth® MAC address, and/or a UUID. Some information associated with device120is secured (e.g., anonymous) unless a communication protocol is utilized that permits an authentication by device120, such as the identity of a user (e.g., on a SIM card) of device120.

In an embodiment, device115includes electronics that enable device115to determine the location of device120. In some embodiments, device115detects and identifies device120at a range greater than device115can accurately measure the distance to device120, such as the outside edges zone435, and/or zone455. Device115utilizes transceiver data103to determine the distances that are associated with zones410,415,425, and435that surround device115. In an embodiment, a zone may be defined with respect to an inner diameter (ID) and an outer diameter (OD). For example, zone410may be defined to have an ID of zero meters and an OD of one meter, zone415may have an ID of one meter and an OD of three meters. In another example, zone425has an ID of three meters and an OD of five meter; however, wall440acts as a restriction to zone425and defines an outer boundary of zone425. Similarly, zone435may have an ID of five meters and an OD of eight meters; however, wall440constrains area435to form an annular sector. In a further embodiment, device115includes the capability (e.g., electronics, firmware, etc.) to determine one or more positions that bounds a zone such as rectangular coordinate (e.g., X/Y) or a polar coordinate (e.g., R/θ). In one example, device115can identify zone415(dashed shading), zone425(no shading), and zone435(cross-hatched shading) that are within area405(e.g., shopping area) and bounded by wall440. Device115can determine that zone455, a circular segment (stippled shading) exists in area450(e.g., outside of the shopping area). In another example, device115may download information from transceiver data103that indicates that a portion of zone435includes clearance merchandise. The clearance merchandise is located in the portion of zone435from an angle of zero degrees (e.g., parallel to wall440), counterclockwise to wall440(e.g., lower right section). In another embodiment, device115is a transceiver that can wirelessly communicate incentive offers (e.g., coupons) that are generated by server102to device120.

In an embodiment, zone410(no shading) includes merchandise associated to device115. In some embodiments, device115can detect merchandise (not shown) that include RFID tags (not shown) and can utilize NFC to determine which merchandise is in proximity and moving with (e.g., accompanying) device120. Device115may communicate to server102which one or more items of merchandise may be accompanying device120. During subsequent stops of a user of device120by other instances of device115, each instance of device115may determine which merchandise is accompanying device120. In other embodiments, a merchant application (not shown) executing on device120may utilize NFC to determine which items of merchandise that are RFID tagged, are traveling with device120. Device120communicates the information associated with the RFID tagged items of merchandise to server102. In various embodiments, device115may determine that other items of merchandise that are RFID tagged exist within zones415,425, and435.

In an embodiment, each zone surrounding device115is further identified by a distance sematic defined by a merchant and stored in transceiver data103. Examples of distance semantics that are defined for a zone include: regular price area (zone415), promotional area (zone425), browsing area (zone435), and window shopping area (zone455) based on the merchandise available in the area. In some embodiments, merchandise designations (e.g., regular price, sale priced, clearance prices) may not be segregated into concentric zones surrounding device115.

Device120is mobile and can traverse within areas405and/or450. In an embodiment, device115utilized by a WPS to detect device120within area405or area450. In one scenario, device115detects device120and determines that based on a DoA that device120exists within area450and enters zone455which includes a distance sematic that identifies zone455as a window shopping area. Device115communicates the location of device120and a period of time that device120stays within zone455to server102. In some embodiments, server102determines an incentive and communicates the incentive (e.g., as a text message, as an e-mail, via a merchant application, etc.) to device120to influence a user to enter shopping area405. In another scenario, device115detects device120as determines that based on a DoA that device120exists within area405(e.g., a shopping area) and enters zone435which includes a distance sematic of a browsing area.

In an alternative embodiment, environment400may be described with respect to POS terminal130as opposed to device115. For example, in zone410(e.g., distance sematic of checkout) a cashier processes the merchandise of a user of device120and applies one or more incentive communicated from server102. In some instances, server102communicates incentives to device120. In other instances, server102communicates incentives to POS terminal130. Zone415(e.g., distance sematic of in-line) may include merchandise (e.g., candy, magazines, etc.) displayed to induce impulse purchases. Zone425may be assigned a distance sematic of “contemplation” where a user of device120may review merchandise traveling with the user prior to determining to complete a purchase. Zone435may be assigned a distance semantic of “continued browsing.”

FIG. 5depicts computer system500, which is representative of server102, device115, and device120, and POS terminal130. Computer system500is an example of a system that includes software and data512. Computer system500includes processor(s)501, memory502, cache503, persistent storage505, communications unit507, I/O interface(s)506, and communications fabric504. Communications fabric504provides communications between memory502, cache503, persistent storage505, communications unit507, and I/O interface(s)506. Communications fabric504can be implemented with any architecture designed for passing data and/or control information between processors (such as microprocessors, communications and network processors, etc.), system memory, peripheral devices, and any other hardware components within a system. For example, communications fabric504can be implemented with one or more buses or a crossbar switch.

Memory502and persistent storage505are computer readable storage media. In this embodiment, memory502includes random access memory (RAM). In general, memory502can include any suitable volatile or non-volatile computer readable storage media. Cache503is a fast memory that enhances the performance of processor(s)501by holding recently accessed data, and data near recently accessed data, from memory502.

Program instructions and data used to practice embodiments of the present invention may be stored in persistent storage505and in memory502for execution by one or more of the respective processor(s)501via cache503. In an embodiment, persistent storage505includes a magnetic hard disk drive. Alternatively, or in addition to a magnetic hard disk drive, persistent storage505can include a solid-state hard drive, a semiconductor storage device, a read-only memory (ROM), an erasable programmable read-only memory (EPROM), a flash memory, or any other computer readable storage media that is capable of storing program instructions or digital information.

The media used by persistent storage505may also be removable. For example, a removable hard drive may be used for persistent storage505. Other examples include optical and magnetic disks, thumb drives, and smart cards that are inserted into a drive for transfer onto another computer readable storage medium that is also part of persistent storage505. Software and data512are stored in persistent storage505for access and/or execution by one or more of the respective processor(s)501via cache503and one or more memories of memory502. With respect to server102, software and data512includes transceiver data103, analytics104, merchant data105, device tracking program200, incentive program300, and various programs (not shown). With respect to device115, software and data512includes various information and programs (not shown). With respect to device120, software and data512includes respective user information121, user interface (UI)122, and various programs (not shown).

Communications unit507, in these examples, provides for communications with other data processing systems or devices, including resources of server102, device115, device120, and POS terminal130. In these examples, communications unit507includes one or more network interface cards. Communications unit507may provide communications through the use of either or both physical and wireless communications links. Program instructions and data used to practice embodiments of the present invention may be downloaded to persistent storage505through communications unit507.

I/O interface(s)506allows for input and output of data with other devices that may be connected to each computer system. For example, I/O interface(s)506may provide a connection to external device(s)508, such as a keyboard, a keypad, a touch screen, and/or some other suitable input device. External device(s)508can also include portable computer readable storage media, such as, for example, thumb drives, portable optical or magnetic disks, and memory cards. Software and data512used to practice embodiments of the present invention can be stored on such portable computer readable storage media and can be loaded onto persistent storage505via I/O interface(s)506. I/O interface(s)506also connect to display509.

Display509provides a mechanism to display data to a user and may be, for example, a computer monitor. Display509can also function as a touch screen, such as the display of a tablet computer or a smartphone.