Abstract:
An advertising and promotion system including an electronic shopping cart display screen that provides wireless in-store advertising and promotions. In embodiments of the present invention, the advertising and promotion system includes a display unit attached to a shopping cart, a plurality of store-wide transceiver units, an audible alert component on the display unit for signaling receipt of information from the transceiver unit, a host computer for operating the advertising and promotion system, and a battery charger for powering the display unit. The display unit includes a liquid crystal display (“LCD”) panel for displaying animated graphic advertisements and other visual messages automatically exhibited in the proximity of a transceiver unit by a desired product display. The display unit may be interactive (i.e., capable of responding to user information requests and directions) or passive (i.e., only requiring the shopper to push the cart down the aisle where it will automatically receive a signal and alert the shopper to promotions and advertised specials).

Description:
RELATED APPLICATIONS 
     This application claims priority to U.S. patent application Ser. No. 09/767,433, filed Jan. 23, 2001, which is a division of U.S. patent application Ser. No. 08/090,285 filed on Jul. 12, 1993 and issued as U.S. Pat. No. 6,177,880, which is a continuation-in-part of U.S. patent application Ser. No. 07/821,079 filed on Jan. 16, 1992 and now abandoned, and U.S. Provisional Patent Application Ser. No. 60/209,900, filed Jun. 7, 2000, the entire contents of each of these applications being hereby incorporated herein by reference. 
    
    
     FIELD OF THE INVENTION 
     This invention relates generally to an in-store electronic promotional system, and more particularly, to an electronic shopping cart display screen that provides wireless in-store advertising and promotions. 
     BACKGROUND OF THE INVENTION 
     Approximately 100 million people per week visit over 50,000 large retail stores to purchase products. Reaching purchasers at the point-of-selection while shopping in a store, but before they have made their purchase decisions, is crucial. Industry research indicates that approximately 70% of brand selection decisions are made at the last minute prior to purchasing. 
     Current in-store promotions include coupons, promotional fulfillment, product samples and in-store services. Higher growth is expected for products that utilize technology to improve the efficiency and effectiveness of the promotion process. For example, data collection and distribution capabilities of the internet have enabled marketers to build profiles of individual consumers and efficiently deliver advertising that is relevant to their interests and spending habits. As a result, the market for such “micro-marketing” is growing much more rapidly than the overall market. 
     There remains a need to provide a more satisfactory solution to providing in-store advertising and promotions to shoppers while they at the point-of-selection of a product, ready to buy. 
     SUMMARY OF THE INVENTION 
     The present invention was developed to fill a need for a device which effectively and inexpensively provides in-store wireless electronic advertising and promotion. 
     The present invention seeks to resolve a number of the challenges which have been experienced in the background art. More specifically, the apparatus and method of this invention constitute an important advance in the art of in-store wireless electronic advertising and promotion. 
     In one particular embodiment, an advertising and promotion system is provided, in accordance with the principles of the present disclosure. The advertising and promotion system may include a display unit on a shopping cart, a plurality of store-wide trigger or transceiver units, a host computer and a battery charger connected to the display unit and mounted on a desired location on the shopping cart. The display unit may contain an easily readable electronic liquid crystal display (“LCD”) panel that attaches to a shopping cart, such as to the handle. Alternatively, the display unit may be integrally designed as part of the shopping cart handle. Animated graphic advertisements and other visual messages may be automatically exhibited on the display unit at the point-of-selection via infrared (“I.R.”) or radio frequency (“R.F.”) technology. A soft audible chime emitted from the display unit may be included to alert shoppers as they approach a featured product. The display unit may be interactive (i.e., capable of responding to user information requests and directions) or passive (i.e., only requiring the shopper to push the cart down the aisle where it will automatically receive a signal and alert the shopper to promotions and advertised specials). The advertising and promotion system may be easily programmed, thereby permitting customization for seasonal, geographical or other demographic characteristics. A removable, rechargeable battery may power the display unit. 
     A plurality of trigger units may be mounted throughout the store at the point of product display to advertise or promote a desired product. A transceiver unit automatically sends a message to the display unit, which causes the product-specific promotion to appear on the screen and a soft audible chime to alert the shopper of the approaching promoted product. Transceiver units may also function as feature aisle signs and may utilize a red flashing light to attract the consumers&#39; attention. The store-wide plurality of transceiver units may be positioned within a particular store as desired. 
     Using commonly available software, a particular graphic advertisement message may be created by, or for, the advertiser on a personal computer and transmitted to a communications center. A communications center may be utilized which customizes the advertisement pursuant to advertiser specifications and parses the advertisement to the appropriate store locations. An in-store host computer then processes the information received from the communications center and transmits the advertisement to the memory of the display unit via a R.F. transceiver. A new advertisement may be made available for consumer interaction via the transceiver unit placed at the location of the promoted product. The in-store host computer may include sufficient capacity for future expansion of the advertising and promotion system, including other e-commerce applications. 
     The battery charger unit may consist of a portable cabinet that holds a complete set of display unit batteries and can easily be moved to suit the individual needs of a store. The rechargeable batteries may operate a display unit for 30 days before being exchanged with fully charged batteries. 
     In addition to advertising, promotions and a possible store directory, the advertising and promotion system may have the ability to connect the shopper directly to internet content, including but not limited to, news, sports, weather, meal planning, etc. This feature enables the advertising and promotion system to directly deliver web-page messages to shoppers via the internet. 
     In another embodiment, the electronic shopping cart handle may include a low-profile, central display screen and a minimum of two thumb controls for selecting the directories and scrolling the lists, which are displayed on the display screen. An optional third control comprising an elongated cross bar may be included to multiply the options of the scroll buttons. 
     In a further embodiment, the display unit may include an internal operating system that would enable the device to incorporate efficient power management in order to maximize the life of the battery provided for each device. The display unit may be powered by standard C or D alkaline batteries, which can be replaced periodically. The display unit may also be powered by rechargeable lithium batteries. The battery may also be supplemented with a radiation cell bank that generates a trickle power from overhead fluorescent lighting, microwave or infrared beacons in the shopping market. The display unit may also be configured to coordinate the transmission of the graphic signal to the display unit in a limited window of time available for transmission. Since the point of purchase promotion is most effective when the customer is at the proximate shelf location of the promoted item, the graphic may be transmitted, received and formatted for display in the brief time that the shopper is strolling past the promoted item. 
     In another embodiment, an integrated chip incorporating an entire computer on a chip may be used. This allows the essential processor and memory unit to be compact and provide for a low-profile configuration of the display unit. Integrated chips and a low-profile display screen coupled by a battery may reduce the required maintenance resulting from the periodic task of recharging the battery. This is particularly beneficial for those retail stores open 24 hours a day. 
     Another embodiment may be a dedicated appliance computer capable of being reprogrammed in order to add additional features to the device as users become more sophisticated. Such features as the automatic display of advertisements at select store locations and the global updating of displayable data by wireless transmissions are described hereafter. An infrared or radio frequency receiver in the display unit may also be used for an alarm when the cart or handle leaves a prescribed area such as a store parking lot. Furthermore, the advertising and promotion system may also provide automatic features that are beneficial in facilitating automatic update of the promotional advertisements. Another feature may also be included to allow a user to scroll through the promotional products to locate items of particular interest. Another feature may include a separate promotional program for advertisers in which a screen graphic of the promoted item is displayed from memory periodically during the use of the shopping cart by a shopper, regardless of the cart&#39;s location in the marketing area. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a perspective view of a display unit on a shopping cart handle in accordance with the principles of the present invention. 
         FIG. 2  is a front view of the display unit illustrated in  FIG. 1 ; 
         FIG. 3  is a rear view of the display unit illustrated in  FIG. 1 ; 
         FIG. 4  is a side view of the display unit illustrated in  FIG. 1 ; 
         FIG. 5  is a schematic diagram of the electronic operating components in an embodiment of a display unit; 
         FIG. 6  is an informational screen display of a directory menu on a display unit; 
         FIG. 7  is an informational screen display of a product listing by brand name on a display unit; 
         FIG. 8  is an informational screen display of a generic product location list on a display unit; 
         FIG. 9  is an informational screen display of a product advertisement on a display unit; 
         FIG. 10  is an informational screen display of a prize code number on a display unit; 
         FIG. 11  is another embodiment of the display unit; 
         FIG. 12  is a rear view of another embodiment of the display unit which further includes a data card reader; 
         FIG. 13  is a side view of the display unit illustrated in  FIG. 12 ; 
         FIG. 14  is a schematic diagram of the electronic operating components of another display unit; and 
         FIG. 15  is a schematic illustration of a marketplace using an embodiment of the advertising and promotion system. 
     
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
     Referring to  FIG. 1 , an embodiment of an electronic shopping-cart display handle of this invention designated generally by the reference numeral  10 , comprises an electronic display unit  12  with a hand bar  16  of a shopping cart  18  to produce an ergonomically designed, informational aid for shoppers. The display handle  10  is mounted to the frame structure  20  of a conventional shopping cart  18 , a portion of which is shown in  FIG. 1 . The unitary construction of the display unit  12  and hand bar  16  allows the handle  10  to adopt a contoured, low-profile configuration that minimally interferes with the traditional operations of moving the cart and placing items into the cart. The handle  10  may be shaped without sharp edges or corners that may injure a child transported in the cart. The handle  10  may also be designed to optimize the visibility of a centrally located display screen  24  without blocking the shopper&#39;s view of the contents of the shopper&#39;s cart  18 . 
     The display unit  12  may include a plurality of operator controls  26 . In one embodiment, the controls are operable by the shopper&#39;s thumbs without removal of the shopper&#39;s hands from hand grip sections  28  of the hand bar  16 . The primary operator controls may be scroll buttons  30  mounted on each side of the display screen  24 . In a particular embodiment, the display screen  24  may automatically display periodic promotional items and the user controlled feature may be limited to a categorical product directory. The scroll buttons  30  may be designed to allow a user to scroll up or down the product category list to find the location of selected items in the product directory. 
     A selection bar  32  may be included for multiple directories or hierarchical lists. The selection bar  32  may be centrally positioned below the screen  24  for manipulation by either thumb. The selection bar  32  may be replaced with two spaced selection buttons  33  located proximate the dual scroll buttons  35  on each side of the screen  24  as shown in  FIG. 11 . This allows for control by a single thumb of either hand. The selection bar  32  and functionally equivalent selection buttons  35  expand the programmable features that can be incorporated, and can be operated alone or in conjunction with one or both of the scroll buttons  30 . 
     The display unit  12  may also include a radiation window  34  centrally located above display screen  24 . The radiation window includes multiple cells  36 , which may comprise receivers for receiving microwave, infrared or other air propagated radiation energy for power supplementation or for reception of external data or control signals transmitted by microwave, infrared or radio signals. In the embodiment shown in  FIG. 2 , end cells  36   a  may be utilized for receiving trigger signals emitted from signal transmitters positioned at strategic locations at the perimeter of a shopping establishment to trigger an alarm on the cart and at a central monitoring station in the establishment. The cells  36   a  may also be used to receive trigger or message signals from a plurality of transmitters positioned strategically along each side of grocery aisles. These signals may activate the display of select promotional advertisements on the display screen  24 . The cells  36   a  may be used to receive digital message signals from the strategically positioned transmitters. 
     Central cells  36   b  may be utilized as power reception cells for receiving power from a radiation power source which may be located over a shopping cart corral or storage area. Alternatively, the radiation window  34  may receive acoustical energy using ultrasonic acoustical wave patterns. The acoustical wave patterns emitted from acoustical emitters are received by audio transducers (not shown) and processed in a similar manner as infrared transmissions. 
     The unitary construction of the display unit  12  and hand bar  16  enables the interior of the hand bar  16  to be utilized as a space for a battery pack  40 . Thus, a relatively substantial battery pack can be formed in the hand bar  16  without intruding on the compact size of the display unit  12 . 
     In the embodiment shown in  FIG. 3 , the power or battery pack  40  may comprise four standard size “D” alkaline batteries  42  located in the hand grip sections  28  of the hand bar  16 . As shown in  FIG. 3 , the battery pack  40  may have access covers  44 , one of which is removed to show a conventional coil spring contact  46  and a leaf spring contact  48  for tapping the electrical potential of the batteries. The batteries on each side may be interconnected in series to provide a 6 volt potential for 5 volt operating components. A red, low-battery cue light  49  may be positioned above the display screen  24  opposite a green cue light  51  for sale items being flashed on the screen. 
     Where further miniaturization is desired for the display unit  12 , the internal electronic components (not shown) may be confined to the crown portion  50  of the handle  10  profiled in  FIG. 4 , with the hand bar portion  52  optionally dedicated to a battery pack for maximized operating life between battery replacement or recharge of rechargeable batteries. An access cover  53  on the back of the unit may provide access to the electronic components. 
     The shopping cart handle  10  includes an attachment mechanism  54  for mounting the handle to frame structure  20  of a shopping cart  18  with minimal modification to the particular shopping cart  18 . The attachment mechanism may vary according to the construction of the cart. For example, where a cart has a wire frame loop  56  as shown in  FIG. 1 , end plugs  55  having a lock  59  with a slot  61  for a locking key (not shown) may be used to lock the handle  10  to the cart  18  and allow only restricted removal of the hand bar  16  from the cart  18  during servicing or replacement. 
     Another embodiment of the display unit  63  shown in  FIG. 11  is mounted to a conventional shopping cart push bar  77  by means of a clamping mechanism  78 . The display unit  63  may have similar selection buttons  33  and scroll buttons  35  on each side of the display screen  79  accessible by either one of the user&#39;s thumbs. 
     The display unit  12  is designed for implementation with wide variety of shopping carts. The display unit  12  may be a low-profile design utilizing a relatively compact, inexpensive display screen  24 , such as approximately two inches in height by four inches in width. Since the display screen  24  consumes most of the power, a minimized size coupled with an efficient power management program, which deactivates the screen during periods of non-use, enables an extended power pack life. A display screen  24  for maximized contrast with minimized power consumption may be a liquid crystal display module utilizing a super-twisted, nematic crystal technology with an ultra-thin, polymer film layer (STN with FILM) for maximum contrast and viewing angle. A screen with a graphic display detail of 240×80 pixels may be utilized for text and advertisement logos. For convenience, the promotional text and pictorial composite displayed on the display screen is called a screen graphic. A double retardation film LCD of this pixel density manufactured by Hitachi may be utilized. Miniature Color screens as utilized in portable game devices by Nintendo, Sega and NEC may be used with appropriate power management. 
     A low-power driver/controller chip may be used to control the screen with direction from a central processor with add-on memory chips. Alternatively, a specially designed processor chip or computer-on-a-chip may be used for low power operation. With the addition of conventional RAM and ROM chips for supporting the minimal memory requirements of the display unit, the integrated computer chip minimizes power consumption and is programmable for controlled activation and suspension. Adoption of a 3.3V power system, may further reduce power requirements of transistors and allow six 1.5V batteries in a battery pack to be combined in two, parallel 3-battery packs for a greater power reserve. 
     Battery recharge or replacement on two month intervals is typical for a low-maintenance shopping cart system with electronic display handles utilizing currently available components. A system with an optimized low-voltage power with some in-service charging may last six months. 
     Referring to the embodiment illustrated in  FIG. 5 , the display unit  12  contains a central processor  58  which is an integrated circuit chip for programs to control the system operation. The processor  58  receives and directs data for operation of the display unit  12 . The processor  58  connects to a standard keyboard chip  60 , which may be integrated into the processor  58 . The keyboard chip  60  includes the circuitry necessary to interpret signals from the scroll buttons  30  or the selection bar  32 . 
     The keyboard chip  60  is connected to the power control circuit  62 , which may include a power management program such as initiating screen activation upon a prompt received from the keyboard circuitry when a user depresses a scroll button  30  or the selection bar  32 . The power control circuit  62  is connected to the battery pack  40  and assists in regulating and activating the power delivery to the components including the central processor  58 . A low-battery warning light may be included which signals the time for replacement or recharge of the battery pack  40 . 
     External components such as an IR beacon  64  and an IR trigger component  66  direct infrared data signals and wake-up signals to the IR photo diodes  68  of the radiation window  34  on the display unit  12 . The data signals provide information for reprogramming the memory such as inventory, sales information and the screen display of an activated advertisement and promotional visuals. The IR beacon  64 , or equivalent component, may also an indicator that emits a power level status for charge maintenance of the battery pack  40 . The IR beacon  64  and trigger component  66  form a transceiver unit  65  for receiving, storing and relaying trigger and data signals from a control unit  67  that centralizes the store-wide operation of the system. 
     The trigger and data signals are demodulated in a converter circuit  70  and passed to the central processor  58  for reprogramming the memory or activating retrieval of memory packets for the display of advertising information in the display screen  24  under control of the LCD driver and controller circuit  72 . The transceiver unit  65  may be hard wired to the control unit  67  for direct communication between the control unit  67  and transceiver unit  65 . A store may have a single control unit  67  that is the central computer for management of the store&#39;s inventory and accounting. The control unit  67  communicates with a plurality of transceiver units  65  located throughout the marketing area. To minimize installation expenses and allow the plurality of transceiver units  65  to be repositioned in the marketing area as desired, each transceiver unit  65  may be in wireless communication with the control unit  67  and have its own power supply. The transceiver unit  65  includes similar electronic components as the display unit  12  which allows for independent processing of data and independent communication with a display unit  12  on a nearby shopping cart. To conserve power in the transceiver unit  65 , the transceiver unit  65  may include a proximity sensor  69  that detects the presence of a shopping cart within range and initiates transmission of the trigger and data signals to the display unit  12  on the cart handle  10 . The transceiver unit  65  may also include an RF receiver  71  to receive FM radio frequency transmissions from the central control unit  67 . Each transceiver unit  65  can have a separate identification such that data transmitted from the control unit  67  is transmitted store-wide but is processed and stored only by the transceiver unit  65  to which the data is intended. 
     In another embodiment, the transceiver unit  65 , upon detection of a proximately located shopping cart, may transmit a trigger signal to wake-up the display unit  12  on the shopping cart if it is not already in an activated state, and then sends the data signal. The data signal is a digital signal that includes both the product control signals and the screen graphic signal. The product control signals include data about the promotion that is not in the screen graphic and that does not appear on the display screen  24  of the display unit  12 . This data may include the universal product identification number, the date or iteration number of the promotional graphic, and the identification number of the transceiver unit  65  which may be useful for tracking the path of a shopper through the market area. Tracking the shopper&#39;s path may be useful for prompting special promotions for certain shopper&#39;s based on buying patterns. The screen graphic signal contains the digitized data that is received by the display unit  12  and formatted for display on the display screen  24 . For example, a compressed screen graphic signal may be decompressed by the central processor  58  before it is relayed to the LCD driver and controller circuit  72 . The data signal transmitted by the transceiver unit  65  is then sent at a rate that enables the screen graphic to be displayed within the time window available. For example, using a baud rate of 9600 bits per second and using the black and white screen  24  with an 80×240 pixel count, without compression, a bit mapped screen graphic can be transmitted in about 2 seconds. 
     The product control data is a short alphanumeric string, which in seven bit ASCII code can be transmitted in a small fraction of a second. Using standard compression algorithms for the bit-mapped screen graphic, the product control data and the promotional screen graphic can be transmitted well within a two second time frame. Using transmission rates together with data compression, larger and higher resolution screens and/or color may be used. The screen graphic may be promotional information that is related to the promotional item located proximate the transceiver unit  65  that is transmitting the screen graphic signal. A typical screen graphic displayed in the display screen  24  is shown in  FIG. 9 . 
     The digitized screen graphic is stored in a memory file of the transceiver unit  65  and is periodically updated or replaced by transmissions from the control unit  67 . 
     The trigger and data signals, together with converted D.C. power potentials, are delivered to the power control circuit  62  for system wake-up, and may also trickle feed energy to the battery pack  40 . The trigger signal is passed to the cue output circuit  73 , which may be an audible chime, a handle vibration or a light. Certain IR trigger components  66  at the store perimeter may not only trigger an audible alarm in the display unit  12 , but may include a device, such as a radio, for sending a message to the store office that may also cause an alarm to sound when a cart breaches the perimeter of a specified area. 
     With the display unit  12  awakened, the data signals are processed by the central processor  58 , and the data relating to the screen graphic is compared with existing promotional screen graphics stored in RAM  74 . The comparison of digitized screen graphics may be accomplished with a rapid checksum procedure. If a match is found, the screen graphic data is passed from a temporary storage buffer in the central processor  58  to the LCD driver and controller circuit  72  for display on the display screen  24 . In the event that there is no match, the processor  58  processes the formatted screen data to the LCD driver and controller circuit  72  for display on the display screen  24  and contemporaneously passes the screen graphic display data together with the accompanying product control data to RAM  74 . The screen graphic data and product control data are stored in memory for future comparison with received screen display signals or retrieval by a shopper reviewing the file of product promotions. 
     The product control signals may be utilized in this compare process for rapidly locating the presence or absence of a particular promotional screen graphic in memory and initiating the display of either the screen graphic in memory or the screen graphic formatted from the screen graphic signal transmitted by the transceiver unit  65 . In this manner, the shopping carts in use are continually updated as they pass a transceiver unit  65 . Even if an outdated advertisement is stored in memory, the updated advertisement will be presented once the shopper has arrived at the location of the promoted item. The system is self-correcting at the promoted product location, even though this system may potentially store an outdated promotional graphic in memory that is accessible by a shopper during review of the product promotion file using the display unit  12  in an interactive mode. 
     The random access memory (RAM)  74  and read only memory (ROM)  76  store the systems operations data and reprogrammable user data for displaying information such as the store directory and product information in the display screen  24 . 
     Although the display unit  12  may have the capabilities of a personal computer, a dedicated informational format, as schematically illustrated in  FIGS. 6-10 , is incorporated to ease user familiarization and to encourage the adoption as a shopping aid. Referring to  FIG. 6 , the display screen  24  upon activation first displays a directory menu allowing selection of a directory listing to be reviewed. Selection is accomplished using the selection bar  32 , which highlights the heading in some manner such as by the box  80  enclosing the “BRAND NAME ITEMS” indicia in  FIG. 6 . 
     Upon depressing scroll button  30 , an alphabetical listing of items by brand name may be displayed for the user to scroll through and locate a particular item. Items  82  are shown with the size and price for convenience as illustrated in  FIG. 7 . 
     To assist a user in locating items, the generic names may be listed with an aisle directory listing for each category as shown in  FIG. 8 . In one embodiment, an updatable series of advertisements, particularly select sales items for which the product producers or distributors have paid advertisement fees to the system operator, are retained in memory. During a state of activation of the display unit  12  when the shopper is not using the display unit  12 , the display screen  24  may be activated for a set time, for example ten seconds, and a select product advertisement is displayed as shown in  FIG. 9 . The advertisement may contain a sale price, since some shoppers may prefer not to refer to simple product name advertisements. A cue signal, such as a chime, light or handle vibration, may be generated at the beginning of the message to alert the shopper that a promotional message is being displayed. The cue signal may also be generated when the promotional message is activated by the transceiver units  65  located proximate the promoted product. The cue light  51  may be activated as a blinking or steady state light and may be used with one or both of the other signal alternatives as desired. The chime and handle vibration may be effected by the cue output circuit  73  which, as shown schematically in  FIG. 5 , develops an audio signal delivered respectively to a micro speaker (not visible in  FIGS. 1-4 ), or piezoelectric transducer (not shown) fixed to the inside of the handle bar to vibrate the handle, or an equivalent device. 
     To increase the likelihood that a shopper will look at the display screen  24  when cued, a prize code may be intermittently flashed on the display screen  24  instead of a scheduled advertisement. This code may be in the form of an automatically reprogrammable four digit number as shown in  FIG. 10 . When the number is related to the check-out clerk, a monetary coupon or reduction in the checkout tally may be granted. 
     To decrease the time for scrolling through long product lists, a main product directory may have a limited number of listed items, and scrolling in any directory may be accelerated by depressing the desired scroll button  30  while simultaneously holding down the selection bar  32 . 
     An embodiment of the display unit  12  may incorporate an informational device that retains its function as a hand bar  16  for a shopping cart  18 . The display unit  12  may alternatively be constructed for connection to an existing shopping-cart push bar. 
     Another embodiment is illustrated in  FIG. 12 , wherein display handle  10   a  has similar elements of the handle  10  shown in  FIG. 1 . Handle  10   a  includes a data card reader  90  having a card reader slot  92  through which a data card  94  slides for extracting certain basic information such as the user identification. In the embodiment shown in  FIG. 12 , the data card  94  is a conventional club card having a magnetic strip  96  as partially shown in the rear view of the handle  10   a.    
     As shown in  FIG. 13 , the data card  94  inserts in the slot  92  in such a manner that the magnetic strip  96  engages an internal reading head  98  shown in dotted line in  FIG. 12 . The data card  94  may also comprise a smart card having an embedded transmitter that transmits an identification code to a transceiver antenna  100  on the handle  10   a . In this embodiment, the slot  92  may be omitted if the data card  94  is positioned proximate the transceiver antenna  100 . 
     The display unit  12  may further include a scanner for reading a UPC label of a product. Displayed information may include product price, nutritional information, advertisement, discount information, or cross-marketing discounts for another product. 
     Referring to the embodiment shown in  FIG. 14 , the transceiver antenna  100  is connected to a transceiver circuit  102  which is connected to an analog/digital converter  104 . The signals at the analog/digital converter  104  are converted for processing by the central processor  58  when received or transmitted by the antenna transceiver  102 . Where digital transmission signals are utilized, the appropriate circuitry may replace the analog/digital converter  104 . Since the communication network within a store is essentially a local area network, the medium may be an RF signal or an ultrasonic signal. A sensor using an ultrasonic signal may also be used to determine the distance between a display unit  12  and a transceiver unit  65 . In the embodiment of  FIG. 14 , the control unit  67  of the store can communicate directly with the central processor  58  of each display unit  12  on a shopping cart  18  in the store. The use of a local RF signal enables telephone-like communication, such as utilizing communication chips from Motorola and other communication chip manufacturers for local, two-way communications. 
     Multi-function RF channels may provide greater adaptability in monitoring the shopping cart&#39;s  18  whereabouts in a typical supermarket layout.  FIG. 15  illustrates a one example of the layout of a commercial marketplace  106 . The marketplace  106  has an enclosed store facility  108  with an adjoining parking lot  110  and a sheltered cart-return foyer  112 . When the shopping carts  152  are collected and placed in the cart stacks  118  for storage, a plurality of lights  160  positioned over the cart stacks may act to recharge the batteries through the central cells  36   b  on the display unit  12 . 
     The enclosed store facility  108  may have an entryway  114  for shoppers who may retrieve a cart  116  from the cart stacks  118  at each side of the entryway. The enclosed store facility  108  may have a series of checkout stands  120  and a plurality of product gondolas  122  on which goods for purchase are arranged. In addition, the enclosed store facility  108  may also have a vegetable department  124  with a plurality of tables  126  on which goods are arranged. Similarly, a series of counters  128  and  130  may line the store walls for additional storage of produce, meats and other products typically sold in a supermarket. Behind a back wall  132 , a store management and receiving area  134  is shown with an accessible entry  136 . A store control unit  67  is shown in an office area  138  accessible by store personnel. The control unit  67  may be connected by hard wire or wireless transmissions to the transceiver units  65  strategically arranged in the store and proximate the locations of goods that are being promoted as previously described. 
     As an alternate means of communication, the control unit  67  may communicate to a plurality of transceivers  140  through separate channels so that each transceiver unit  65  is independently controlled by the control unit  67 . Four transceivers  140 A,  140 B,  140 C and  140 D, located in the four corners of the common marketplace  106 , in conjunction with transceiver units  65 , form a triangulation for locating each shopping cart within the perimeter of the commercial marketplace  106 . The transceiver units  65  may be located within the enclosed facility  108  with a second set of transceiver units  65  located in the parking lot  110 . In operation, each display unit  12  transmits a periodic location beacon and identification code that is received by the separate channels of the transceivers  140 . The signal is processed and cross-checked by selective combinations of the transceivers  140 . The display screen  24  of a select display unit  12  can thereby be prompted with a specific promotion or advertisement depending on the location of the cart  152  within the monitored commercial marketplace  106 . 
     The shopping cart  152  may be equipped with an alarm that may be triggered when the shopping cart  152  leaves the perimeter of the commercial market place  106  and parking lot  110 . Since the shopping cart  152  is transmitting its identification code, the information of the shopping cart&#39;s  152  whereabouts can be indicated at the store facility office area  138  for appropriate action to be taken. Such action may comprise the tracking of the cart to obtain its recovery, or the locking of its wheels by a lock mechanism. 
     Referring to  FIG. 15 , the parking  110  has an entrance at A with exits at B and C and a plurality of stalls  142 . The entries and exits from the parking lot  110  may include a cart monitoring means  144  to receive the cart identity and activate a triggering device to activate the cart wheel lock-up or tracking signal as the cart leaves the parking lot  110 . Alternatively, this may be accomplished by the primary transceiver system acting alone or in combination with the cart tracking means  144 . The cart tracking means  144  may comprise a local transceiver unit  65  as previously described or simply a transmitter magnetic strip or magnetizable strip for preventing false triggerings. Another embodiment a positioning detection device on the cart, via radio or ultrasound, that locks the wheels of a cart if it breaches the perimeter of a specified area. 
     In order to calibrate the transceivers  140 A- 140 D, emitters  150  may be installed throughout the marketplace  106  for determining the shopping carts  152  location. 
     A GPS system may also be utilized for determining a shopping cart&#39;s  152  location. 
     The store control unit  67  may be connected to a store affiliate headquarters  154  by a phone line, or private wide-area network or through the internet. With this connection, customers, indicated by nodes  156 , can communicate through a wired or wireless system to a headquarter web site  158  allowing the users to obtain special coupons, savings bonuses, etc. Moreover, a shopper may access the internet via a home computer and obtain items from the headquarters  154  with an identified user code. Afterwards, when the shopper enters his or her code into the shopping cart display unit  12  by a data card swipe, the user code is transmitted to the store control unit  67  which communicates with headquarters  154  via an e-mail communication system to retrieve any messages, orders, shopping lists, promotions, etc., stored by headquarters  154  for the user. The displayed graphics, promotions, etc., on the display unit  12  are thereafter tailored to the particular user who has identified his or herself by a data card swipe. This transmission does not go to other shopping carts  152  throughout the shopping system. 
     In the event that a shopper does not have his or her data card, an in-store kiosk  162  may be provided with a data entry terminal and display screen for the selection of coupons, promotions and other material that may be particular to the user. As the shopper enters his or her personal information, the kiosk  162 , which is connected to the control unit  67 , may retrieve the shopper&#39;s identification code and transmit the code to the display unit  12 . In this manner, the display unit  12 , through the control unit  67 , can recover the data personal to the particular shopper. Alternatively, the shopper can identify his or herself by use of the scrolling controls and menu selection in order to select numbers and or letters representing the users code. 
     In one embodiment, the advertising and promotion system is operated by a software program designated as SMIP (Store Management and Integration Program) at the store affiliate headquarters  154 . The SMIP software is utilized for creating ads, passing information to a plurality of stores  108 , retrieving information from the stores  108  and creating reports. The software that runs the in-store control unit  67  is designated as SCIP (Store Controller and Interface Program). SCIP communicates with SMIP and controls the content on the display units  12  through the creation and reading of files on the in-store control unit  67 . Software designated as KartKom, which also runs on the in-store control unit  67 , reads the files created by SCIP and acts as a server for information for the display units  12 . A radio transmitter may be placed near the ceiling of a store that communicates with KartKom over a standard Ethernet link and passes information between KartKom and the display units  12 . 
     The portion of the software that resides in the ROM  76  of the display unit  12  is designated as Firmware. The program residing on the display unit  12  which performs user interactions is designated as CAP (Cart Application Program). CAP interprets user key presses and timed features such as sleep and scrolling. A binary file, designated as Kad, may also be utilized which includes the graphics, chime and animation timing used for a single ad. 
     SMIP allows graphic designers to combine a graphic file and chimes into timing loops to create a “Kad” animation to be displayed on the display units  12  when a corresponding trigger is received from a transceiver unit  65 . SMIP also allows the targeting of stores to which a certain Kad goes to and also includes the date when the Kad is to start and stop. SCIP checks in to SMIP at regular intervals to insure that it has the current information for that store. SMIP also retrieves all store status information during this communication, including which display units  12  and transceiver units  65  are active, etc. 
     SCIP processes the timing information that it receives from SMIP and determines which Kads are active at any given time. SCIP may also create relocation reports that can be displayed on the display units  12  to assist servicing personal in moving the transceiver units  65  from old to new locations. SCIP may also ensure that KartKom is active. SCIP may also review reports created on the display unit  12  and sent to the in-store control unit  67  through KartKom. Reports referred to as “Check in” reports may be processed by SCIP to identify problems, such as low battery levels, missing display units  12 , etc. 
     While KartKom is running, it may constantly read a version file to determine if there are any changes to what it considers current. If a change is detected, or if it is first booting up, it may load a current version of the following items into memory:
         Firmware   CAP   Kads   Locators—the store directory that is displayed on the display units  12     Configuration File—to control the look and behavior of the display unit  12 , including the frequency for sending advertisements and promotions, no-motion sleep mode, etc.   Graphic files for the default screens, etc.       

     When any of these files are changed, KartKom may read the new files into memory and create a new list of what is “current”. Several times per second, KartKom may transmit a header “heart beat” so that any display units  12  that have just become active can receive this updated list to determine if it has the latest version of all files in memory. If not, the display unit  12  will send a request to the KartKom for any files that need to be updated, which KartKom then sends down via an in-store radio LAN. 
     KartKom may also collect information about which display units  12  have or have not “checked in” during the last  24  hours, and its last operating status such as battery voltage, path data, transceiver unit  65  voltages, etc. 
     The radio transmitter placed near the ceiling of a store for communicating with KartKom may comprise components manufactured by Proxim Inc., such as the RangeLAN2 Ethernet and Token Ring Access Points. The radio transmitter coordinates radio traffic so that all radios with the correct security password and settings can receive and transmit data between the display units  12  and KartKom. 
     In one embodiment, the display unit  12  may comprise a custom plastic housing, LCD reflective display, a changeable, customizable overlay, a Proxim OEM radio, antenna, scroll buttons  30  and selection buttons  33 , IR photo diodes  68 , speaker and circuit board that contains a motion detector, temperature sensor (for adjusting LCD contrast with temperature), a Dragonball VZ CPU (used in Palm Pilots hand-held computers)  58 , RAM  74  and ROM  76 . 
     Firmware may be utilized for communicating with the hardware and KartKom and insuring that needed files are present and up to date on the display unit  12 . Once all files are current, control is turned over to CAP and the firmware is only involved in gathering input such as motion, key presses, IR, etc., and informing CAP of these inputs. 
     After a period of inactivity, a software timer may place the display unit  12  into low power mode referred to as “sleep”. When the display unit  12  is in “sleep” mode, the Firmware may monitor motion and “wake up” when motion is detected. The display unit  12  may also have fixed times of the day when it will “wake up” and listen to the radio to insure that data on the display unit  12  is up to date. 
     CAP&#39;s function is to respond to input. If CAP detects that it is near a transceiver unit  65 , it displays a Kad which may contain a chime and animation to draw the consumers attention to the featured product. Once a Kad has been displayed, CAP may be programmed to block the Kad from replaying for a desired time, such as for about 30 seconds. CAP may also monitor the buttons on the display unit  12 . For example, a button may display a store directory or retailer specific specials. Another button may display product brand-casting (BrandKasting), referred to when a single slide will be temporarily displayed from each of the Kads. At software controlled fixed intervals, BrandKasting may occur even without the consumer pressing any buttons. 
     CAP may also monitor motion and reset the “awake” timer anytime that motion is detected. When no motion or button pushes have occurred for a fixed interval, CAP may create a packet of information including such things as “path data” (the order of transceiver units  65  passed during the shoppers travels through the store), battery voltage, awake time, etc., and then pass this information back to the control unit  67 , where SCIP can process it. CAP may then return control to the Firmware to go into sleep mode. 
     The transceiver unit  65  may transmit a code indicating the number of the Kad that it is featuring. The code may also contain information about the transceiver unit&#39;s  65  battery condition. A display unit  12  may also detect that the battery for a particular transceiver unit  65  is low and relay that information to SCIP. Each transceiver unit  65  may also contain an IR receiver, with which to change the Kad number that it transmits. A commercially available TV remote may also be used to change the transceiver unit  65  number. 
     In one embodiment, a hardware/software system designated as KNET creates and manages data. Display unit  12  software and content, store information, advertisement information, reporting and accounting tools may be centrally controlled on the KNET server and LAN at the store affiliate headquarters  154  using SMIP. The KNET server program, designated as KSERV, may reside on the KNET server and interface (via the internet) database and binary file information between the KNET server and the program that resides on the in-store located computer designated as SCIP. SCIP may be utilized for enabling communication with the KSERV program server via the internet by dialing into a local internet service provider (ISP) and connecting to KSERV. Once the connection is made, SCIP may request data through KSERV to become current with the KNET server. SCIP may also pass all system information back to the server for processing. The automatic retrieval and processing of such system information as the display unit  12  and transceiver unit  65  functionality, display unit  12  and transceiver unit  65  voltage readings, and display unit  12  path data, render the system management relatively simple. 
     The SMIP program can be run on a typical commercially available computer, which in turn can be connected to the LAN at the store affiliate headquarters  154 . SMIP provides KNET server database connectivity and provides a means for creating various “screens,” or “display frames,” that appear on the display unit  12 . SMIP may be used for managing all system information and centralizing all data respective to a particular store. Concurrency with the KNET server may be verified through the control unit  67  with Firmware, CAP or a file list. SMIP may also be used to view update information, such as the last time a store connected to the server and updated information. SMIP may also be used to set demographic information. Stores can apply this information to target advertisements/promotions or any other feature in the system. 
     SMIP may also be used as an advertisement designer to create and simulate advertisements, such as the manufacturer name of particular packaged goods, product UPC, coupon information and category information. Default and specials screens can also be created with SMIP. For example, “screens”, or “frames” may be 640×200 1 bit images. Frames may either be created in this section or imported from another application. Animation frames may also be linked together in an order and given looping and timing information. A single frame from the advertisements can be selected to be the frame that is displayed in an advertisement scrolling routine. 
     Through SMIP, the in-store control unit  67  may view/edit store content for the following: advertisement versions, CAP versions, Firmware versions, store directory, configuration information, advertisement start/stop date/times, and set the transceiver unit  65  identification number. 
     SMIP may also be used as a reporting tool to generate reports on store status. Such reports may include information such as the activation history of a particular display unit  12  which provides the path the display unit  12  through the store and when the transceiver units  65  were “seen.” Other reports may include and inventory of the number of working and non-working display units  12  or transceiver units  65  in a particular store. Another report may include a “last heard from at x date/time” alert. Operations personnel as well as packaged goods manufacturers can view the status of a system using a web client. 
     SMIP may also be used to track consumer goods companies&#39; activity and generate billing information based on store reports. Other programmable features of SMIP may include implementation of standard category information for store directories so that advertisements can use their category information to automatically display aisle location. SMIP may also include support functions such as coupons obtained through the internet or the data card  94  previously described. 
     Another embodiment utilizes an in-store position system to identify the position of display units  12 . Transceiver units  65  may then be implemented as locations on a map within which to display a certain advertisement or promotion. 
     A store controller interface program (SCIP) may maintain store data at a local level and then propagate the data to the display units  12  via an in-store wireless LAN (ISWL) when scheduled. SCIP may be used for connecting to the internet and checking the KNET server for file updates. Once updates are found and downloaded, SCIP may schedule the changes in the system. SCIP may also manage ISP dial-up information required to connect to the internet. SCIP may receive KNET updates such as by connecting to KSERV, and then comparing internal file versions to the KNET server file versions to build an update list. SCIP may then download necessary updates to become current with the KNET server. SCIP may also schedule file changes on the display units  12  by writing interface files to KartKom, which may control ISWL broadcast information. SCIP may also include features that allow operations personnel and store personnel to change store directory information in the event of an error. In the case of failure, SCIP may be programmed to send email and/or page a technician assigned to a particular store. If permanent connections are available, SCIP may be utilized as a simple web client that mirrors store specific data from the KNET server. 
     KSERV is an internet socket server that handles incoming SCIP requests for information from the KNET server. KSERV may generate database queries to answer SCIP requests and to link results back to corresponding SCIP sockets. KSERV may also act as a FTP (file transfer) server for SCIP. KSERV may serve as an interface program between SCIP and Operations databases, which reside on the KNET server. KSERV may then handle all requests from SCIP for data, such as database information as well as binary file transfers. 
     In another embodiment, all components of the retail equation, including individual stores, retailers, consumer goods companies and advertisement agencies may be interconnected via the internet with the advertising and promotion system. 
     The advertising and promotion system may provide enhanced data mining and data warehousing services for retailers and consumer goods companies to collect consumer purchase data. The advertising and promotion system may also enable retailers and consumer goods companies to analyze shopping trends. The advertising and promotion system may also provide a platform to permit consumer goods companies and retailers to perform direct marketing campaigns to targeted consumer or consumer groups. Direct marketing to consumers encompasses a variety of services ranging from the direct mail, product sampling, rebates, special promotions, wedding/baby registry, recipe storage and other targeted marketing efforts. 
     The invention may be embodied in other specific forms without departing from the spirit or essential characteristics thereof. The present embodiment is therefore to be considered in all respects as illustrative and not restrictive, the scope of the invention being indicated by the appended claims rather than by the foregoing description, and all changes which come within the meaning and range of equivalency of the claims are therefore intended to be embraced therein.