Patent Publication Number: US-7714723-B2

Title: RFID dense reader/automatic gain control

Description:
FIELD OF THE INVENTION 
   The present disclosure is directed to a media enhanced shopping cart system, and more particularly, but not by way of limitation, to a system and method for providing information such as advertising to a consumer as a shopping cart is navigated within a store. 
   BACKGROUND OF THE INVENTION 
   In today&#39;s media market, measuring efficacy of advertising is difficult. Advertisers are spending billions of dollars on television, radio, and print with little return on investment, and they have little assurance that consumers will actually see advertisements, much less make purchasing decisions impacted by them. Thus, advertisers and stores are constantly searching for new and related advertising venues, and in particular those positioned at, or in close proximity to, the point of purchase location. To wit, the traditional shopping cart is an underutilized advertising medium. The shopping cart is the one venue that continually moves with the consumer as they navigate the store. Thus, the shopping cart provides an advertising venue with opportunity to improve the shopping experience of the consumer. 
   The present disclosure is aimed to address needs of advertisers, retailers, and consumers. Advertisers wish to 1) display ads at the most effective location and time, at the consumer&#39;s point of purchase, 2) specifically measure the effectiveness of advertising campaigns, and 3) improve return on advertisement investment dollars. Retailers wish to 1) increase sales, 2) share in advertising revenue, 3) reduce labor costs, 4) create a consumer friendly environment with less advertisement clutter, 5) enhance their store image and 6) make improvements that are compatible with existing solutions. Consumers wish to 1) have a pleasant and efficient shopping experience, and 2) save money on items that they need or want. 
   SUMMARY OF THE INVENTION 
   According to one embodiment, a media enhanced shopping cart system is provided. The media enhanced shopping cart system comprises a shopping cart comprising a frame, a basket, a handle, a base tray, a plurality of wheels, a read component for performing a proximity scan of the shopping cart, a locationing component for determining a location of the shopping cart within a store based on the scan, and a display component for displaying at least one advertisement for a product based on the location of the shopping cart within the store, wherein the locationing component is further operable to determine a location of the product within the store relative to the shopping cart based on the scan, and wherein the display component is further operable to display an indication of the location of the advertised product relative to the location of the shopping cart. 
   In another embodiment, a method is provided. The method comprises performing a proximity scan from a shopping cart, determining a location of the cart within a store based on the scan; displaying at least one product advertisement based on the location of the cart, correlating a location of an advertised product with the location of the cart, and displaying an indication of the location of the advertised product with respect to the location of the shopping cart. 
   These and other features and advantages will be more clearly understood from the following detailed description taken in conjunction with the accompanying drawings and claims. 

   
     BRIEF DESCRIPTION OF THE DRAWINGS 
     For a more complete understanding of the present disclosure and the advantages thereof, reference is now made to the following brief description, taken in connection with the accompanying drawings and detailed description, wherein like reference numerals represent like parts. 
       FIG. 1  is a side view of a media enabled shopping cart according to an embodiment of the present disclosure. 
       FIG. 2  shows a view from the nose of a media enabled shopping cart according to an embodiment of the present disclosure. 
       FIG. 3A  illustrates a rear view of a media enabled shopping cart according to an embodiment of the present disclosure. 
       FIG. 3B  is a close up, rear view of a rear caster wheel for a media enabled shopping cart. 
       FIG. 4  is a block diagram of a modular device of a media enabled shopping cart according to an embodiment of the present disclosure. 
       FIG. 5  shows an exemplary display according to an embodiment of the present disclosure. 
       FIG. 6  illustrates a front view of a media enabled shopping cart recharging in a recharge corral according to an embodiment of the present disclosure. 
       FIG. 7  is an exploded cutaway view of a media enabled shopping cart engaged in a recharge corral according to an embodiment of the present disclosure. 
       FIG. 8A  shows a side view of a charge rail system for recharging the battery of one or more carts according to an embodiment of the present disclosure. 
       FIG. 8B  illustrates a side view of two charge rail segments forming a single recharge stall according to an embodiment of the present disclosure. 
       FIG. 8C  illustrates a front view of a media enabled shopping cart recharging in a recharge corral according to an alternative embodiment of the present disclosure. 
       FIGS. 8D and 8E  show a perspective view of a contact plate cover in a closed and open position, respectively. 
       FIG. 9  is an exemplary view, defining a field of vision of a consumer using a media enabled shopping cart according to an embodiment of the present disclosure. 
       FIG. 10  shows a detailed view of a video display of a media enabled shopping cart according to an embodiment of the present disclosure. 
       FIG. 11  illustrates the nose of the media enabled shopping cart with a folding video display according to an embodiment of the present disclosure. 
       FIG. 12  is an exemplary view of a plurality of carts nested together for storage according to an embodiment of the present disclosure. 
       FIG. 13  shows a detailed view of the video display according to an embodiment of the present disclosure. 
       FIG. 14  illustrates an exploded view of the video display components according to an embodiment of the present disclosure. 
       FIG. 15  is an overhead view of the media enabled shopping cart when reading one or more RFID tags affixed to objects for locating the cart in the store according to an embodiment of the present disclosure. 
       FIG. 16  shows an exemplary view of an advertising display on the video display according to an embodiment of the present disclosure. 
       FIG. 17  illustrates the overall system of the media enabled shopping cart in a store network system according to an embodiment of the present disclosure. 
       FIG. 18  is an illustrative view of the media enabled shopping cart in a store network system according to an embodiment of the present disclosure. 
       FIG. 19  shows a user interface including a voice activated interface, a five-way navigation device, and a bar code scanner grouped in a pod according to an embodiment of the present disclosure. 
       FIG. 20A  is a front view of a bowtie shaped aperture for an RFID antenna. 
       FIG. 20B  is a front view of a slot shaped aperture for an RFID antenna. 
       FIG. 20C  is a top view of a radiation pattern emanated from the aperture of  FIGS. 20A  or  20 B. 
       FIG. 20D  is a side view of a radiation pattern emanated from the aperture of  FIGS. 20A  or  20 B. 
       FIGS. 21A-F  illustrate various graphical user interfaces (GUIs) to be presented via a video display to a consumer user of the media enabled shopping cart. 
       FIG. 22  illustrates a graphical user interfaces (GUI) to be presented via a video display to an employee user of the media enabled shopping cart. 
       FIG. 23  illustrates an exemplary scrolling menu according to an embodiment of the present disclosure. 
       FIG. 24  illustrates an exemplary display including the price check function associated content according to an embodiment of the present disclosure. 
       FIG. 25  illustrates an exemplary display including the price check function resulting content according to an embodiment of the present disclosure. 
       FIG. 26  illustrates an exemplary display including the store specials function associated content according to an embodiment of the present disclosure. 
       FIGS. 27A-C  illustrate exemplary displays including the item finder function associated content according to an embodiment of the present disclosure. 
       FIG. 28  illustrates an exemplary display including the item finder function resulting content according to an embodiment of the present disclosure. 
       FIG. 29  illustrates an exemplary method according to an embodiment of the present disclosure. 
       FIG. 30  illustrates a block diagram of a cart enabled for remote queuing according to an embodiment of the present disclosure. 
       FIG. 31  illustrates still another block diagram of a cart enabled for remote queuing. 
       FIG. 32  illustrates yet another block diagram of a cart enabled for remote queuing. 
       FIG. 33  illustrates still another block diagram of a cart enabled for remote queuing. 
       FIG. 34  illustrates again another block diagram of a cart enabled for remote queuing. 
       FIGS. 35-38  illustrate a series of block diagrams reflecting various embodiments of cart-based information presentations of the present disclosure. 
   

   DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS 
   It should be understood at the outset that although certain exemplary implementations of embodiments of the present disclosure is illustrated below, the present system may be implemented using any number of techniques, whether currently known or in existence. The present disclosure should in no way be limited to the exemplary implementations, drawings, and techniques illustrated below, including the exemplary designs and implementations illustrated and described herein. 
   DETAILED DESCRIPTION OF INVENTION 
     FIG. 1  is a side view,  FIG. 2  is a front view, and  FIG. 3A  is a rear view of a shopping cart  10  having a basket  20  attached to a frame  30 . The frame  30  further comprises a base  35  having base side members  32 ,  33  and front base member  34  extending between the base side members  32 ,  33  at the front or nose  45  of the cart. The frame  30  further comprises side members  16 ,  17  extending upward from the base  35  on each side of the shopping cart  10 . At the rear  25  of the cart, a handle  22  extends between the side members  16 ,  17  at the upper end  18  of the side members. The basket  20  may, but need not necessarily, have channels or grooves  57 ,  58  configured for receipt of the side members  16 ,  17 . Side members  16 ,  17  are shown as separate members having an opening  19  there between, but in alternative embodiments a single or solid member may be used in place of separate members  16 ,  17 . In an embodiment, the frame, including base  35 , side members  16 ,  17 , and handle  22 , is formed as a single, unified member, for example by molding the entire frame from plastic. 
   In an embodiment, substantially the entire cart  10  is made of plastic, also referred to herein as a plastic cart, and in particular the basket  20  consists essentially of plastic, along with the frame  30  and base tray  50 . Various carts in the related art have a plastic basket supported by a metal frame, however, a plastic cart  10  of the present disclosure substantially comprises plastic in that the basket  20 , frame  30  and base tray  50  are all made of plastic, and minor components, such as screws or other connectors, the wheels  37  and  38 , and the like may be made of plastic or a metal. In an embodiment, the plastic used in the cart  10  comprises a high-density polyethylene (“HDPE”). The plastic is flame retardant and, in an embodiment, includes MICROBAN™, a product to inhibit the growth of bacteria, which aids in keeping the cart  10  cleaner. The substantially all plastic composition of the cart  10  additionally reduces or eliminates RFID interference as will be discussed in more detail herein. 
   In an embodiment, substantially the entire cart  10  is made of metal or a combination of plastic and metal, and in particular the basket  20  consists essentially of metal or a combination of plastic and metal, along with the frame  30  and base tray  50 . In an embodiment, the cart  10  may have a plastic basket supported by a metal frame, and minor components, such as screws or other connectors, the wheels  37  and  38 , and the like may be made of plastic or a metal. Such a cart is in usage, however may be retrofitted with the media enhancements, as will be discussed in more detail below. 
   A lower or base tray  50  is attached to the base  35  and may be supported by a front cross member  56  and a rear cross member  53  extending between the base side members  32 ,  33 . Front wheels  37  are attached to the front of the base  35 , for example at or near the intersection of the base side members  32 ,  33  and the front base member  34 . Rear wheels  38  are attached to the rear of the base  35 , for example at or near the rearward end of base side members  32 ,  33 . The front wheels, the rear wheels, or both may be casters comprised of metal and/or plastic. 
   The basket  20  further comprises a bottom  21 ; side walls  23 ,  24 ; side upper edges  26 ,  27 ; a front wall  28 ; a front edge  29 ; and a rear wall  31 . The bottom  21  and walls  23  and  24 , front side wall  28 , and rear side wall  31  define an interior  54  of the basket  20 , and the edges  26  and  27  and front edge  29  define an upper boundary for the interior  54  of the basket  20 . The exterior of the basket  20  refers to areas beyond the interior of the basket as previously defined. In an embodiment, a plane containing the upper edges  26  and  27  and front edge  29  defines the upper boundary for the interior  54  of the basket  20 . The rear side wall  31  may be hinged via hinges  51 ,  52  such that the lower edge  55  of rear side wall  31  may swing upward into the interior  54  of the basket to receive the front side wall  28  of another cart, thereby allowing the carts to be nested for storage as shown in  FIG. 12 . 
   The basket  20  may further comprise a child seat  60  having a seat back  61  and a seat bottom  62 . The rear side wall  31  may have openings  63 ,  64  to accommodate a child&#39;s legs when seated in seat  60 . The seat bottom  62  may include a hinged panel  65  that may be flipped up to close openings  63 ,  64  when the seat  60  is not occupied. The seat back  61  may be hinged at or near the interior bottom of rear side wall  31  such that when unneeded the seat  60  may fold about flush with the rear side wall  31  to increase storage area in the interior  54  of the basket  20 . 
   In an embodiment, the cart  10  further comprises a bumper handle  100 . The bumper handle  100  may comprise a plastic coated with neoprene, rubber or a similar coating product, or may comprise an uncoated plastic similar to that of which the basket  20  and/or frame  30  is comprised. The bumper handle  100  may comprise an integrated portion of the basket  20 , or alternatively, may be coupled to the basket  20  or frame  30 . In an embodiment, the bumper handle  100  is coupled to an upper edge  26  or  27 , or front edge  29  of the basket  20 . Various means for attaching the bumper handle  100  may be used in the present disclosure and include but are not limited to clamping, fastening, screwing, gluing, clasping, welding, adhering, and the like. Various attachment devices may be used in the present disclosure and include but are not limited to clamps, fasteners, screws, bolts, glues, clasps, adhesives, and the like. In another embodiment, the bumper handle  100  may comprise an integrated portion of the  28  front side wall  28  of the basket  20  or may comprise an integrated portion of the front edge  29  of the front side wall  28  of the basket  20 . 
   In an embodiment, the bumper handle  100  may provide the consumer  85  an option for pulling the cart  10  from a nested position with one or more other carts, without pulling the cart  10  from a nested position by way of pulling on the video display  75 . The bumper handle  100  may also be used by the consumer  85  to pull the cart  10  at various times while shopping. In an embodiment, the bumper handle  100  may cushion the cart  10  and the video display  75  when a consumer  85  or other individual places the cart  10  into a nested position with one or more other carts. The bumper handle  100  may also act as a bumper to cushion impact of the cart  10  with other objects such as walls, shelves, product displays, vehicles, etc. 
   The cart  10  may be enhanced with several additional features, though there is a market for the substantially all plastic cart without media enabling capabilities. The cart  10  may comprise a traditional cart retrofitted with the enhancements described below. A cart  10  having a video display  75  is described by copending U.S. Provisional Application filed Jul. 27, 2005, entitled “Basket Mounted Display for Shopping Cart,” incorporated by reference in its entirety. Added media enhancing capabilities may include displaying visual images such as advertising to the consumer  85  based upon the location of the cart  10  within the store, navigating menu options on the video display  75  using either the voice activated interface  120  or a five-position navigation device  123 , scanning products for purchase according to bar codes or RFID tags, enhanced check out at a point of sale, media enhanced shopping cart shopping lists, a product “find” function, and data mining of information pertaining to advertisements displayed to the consumer  85  and which products were actually purchased, and the like, as will be discussed in greater detail herein. 
   In various embodiments, the shopping cart system may further comprise an embedded computer module (“ECM”)  200 , also referred to as a modular onboard device (MOD), comprising a central processing unit (“CPU”)  201 , a local memory  202 , a non-volatile memory  203 , and a network transceiver  204  as shown in the block diagram of  FIG. 4 . In an embodiment, the ECM  200  may comprise a chipset further comprising, for example, a microprocessor and a graphics accelerator. In an embodiment, the chipset may comprise an Intel pxa270/2700g xScale chipset or an equivalent or improvement thereof. In an embodiment, the non-volatile memory  203  comprises flash memory, as is well known in the art. In an embodiment, the network transceiver  204  comprises a Wireless Local Area Network (“WLAN”) transceiver operable to enable the ECM  200  to communicate with various network components as will be described in greater detail herein. In an embodiment, the network transceiver or a component thereof such as the antenna may be located on the ECM  200 , for example near a front wall of the ECM facing the nose of the cart. In referring to various wireless communications herein, including but not limited to the network transceiver  204 , any suitable wireless communications protocol may be used including but not limited to IEEE 802.11 “wi-fi” standards such as 802.11a/b/g, IEEE 802.15 “Bluetooth,” IEEE 802.16 “WiMAX,” HomeRF, or combinations thereof. In an embodiment, the network transceiver  204  may be located in video display  75 , for example in the screen housing  92 ,  93 , and may be operably coupled to the ECM  200 . The ECM  200  may further comprise a housing  199  comprising a protective, hermetically sealed plastic or other appropriate protective computer packaging. The ECM  200  may be attached to the frame  30  (for example, via connectors  14  as shown in  FIG. 12 ), the bottom of basket  20 , the base tray  50 , or combinations thereof by various attachment means and devices as described herein. In an embodiment, the housing  199  may be integrally molded as part of a plastic cart  10 , for example integrally molded to the bottom of basket  20 , as part of the frame  30 , as part of the base tray  50 , or combinations thereof. In alternative embodiments, the ECM  200  or components thereof may be attached to or integrated with the video display  75 , for example as part of the screen  77  or the base  76 . 
   In an embodiment, in local memory  202  or non-volatile memory  203 , the ECM  200  stores various programs and data, such as an operating system, voice recognition software, database software and populated database files, files pertaining to advertising, and an operating system. In an embodiment, the operating system software may be the same as, equivalent to, or an improvement over the Microsoft WinCE.net (5.0) Operating System utilizing the .NET Compact Framework and SQL Server embedded edition for WinCE along with standard Win corn objects, drivers, and networking tool sets. In an alternative embodiment, the operating system may be Windows XP, Windows XP Embedded, or an equivalent thereof. It should be understood that specific computing equipment and software are disclosed herein as non-limiting examples, and that equivalent or improved components may be substituted as such become available. In an embodiment, the ECM  200  may incorporate the following types of programming: an embedded database engine, a business object layer, a graphic user interface presentation layer (GUI), one or more media display engines, automatic speech recognition engine, a bar code device driver, and an RFID reader driver. 
   The Cart Coordinator is an application running on the ECM  200  of the cart  10  that is responsible for keeping the cart&#39;s  10  electronic functionalities up-to-date, including all the content (such as advertising) as well as the software (i.e. applications and operating system). One of the many functions of the Cart Coordinator is to allow the cart  10  to communicate with a store&#39;s in-store server (“ISS”)  330 . In various embodiments, the Cart Coordinator performs some or all of the functionality while the cart  10  is in the cart corral  110 . The Cart Coordinator also maintains communication with the ISS  330  while the cart  10  is out of the cart corral  10 , e.g. during a shopping session. The Cart Coordinator checks the status and version of content and software, and upon finding an item (i.e. content or a piece of software) that needs to be updated, the Cart Coordinator starts a download via the wireless connection. 
   The Deployment Manager is another application running on the ECM  200  of the cart  10  that is responsible for installing the software downloaded by the Cart Coordinator on the cart  10 . The Deployment Manager includes the ability to determine whether a change is a minor change such that a simple update may be installed, or a more significant change requiring installation and restart, or a major change, calling for installation of the software followed by rebooting the cart  10 . 
   In various embodiments, the Cart Coordinator and the Deployment Manager are functional for synchronizing and updating only when the cart  10  is present in the corral  110 , while in other embodiments, the Cart Coordinator and the Deployment Manager are functional for synchronizing and updating while the cart  10  is not in use but not necessarily present in the corral  110 . 
   In various embodiments, the Deployment Manager functions when the cart  10  is located in the cart corral  110 , because it is desirable to make major changes to the cart when the cart  10  is located within the best network coverage, which in some embodiments may be in the cart corral  110 . Additionally, it is undesirable to encumber the cart&#39;s  10  assets by downloading while the cart is in use for shopping. Furthermore, the cart  10  has unlimited power when located in the corral  110 , making the corral  110  the preferable location for synchronizing because synchronizing uses a significant amount of power. 
   In various embodiments, the Cart Coordinator is additionally responsible for uploads from the cart  10  to the ISS  330 . For example, shop events such as time spent with a certain ad displayed, the path of the cart  10 , items purchased, and the like may be scheduled for upload from the cart  10  to the ISS  330  by the Cart Coordinator. 
   In various embodiments, the Cart Coordinator may additionally provide periodic real time updates for items such as new product prices, store specials, and the like that are displayed and/or used by the cart  10 . 
   In an embodiment, the ECM  200  may enter a hibernation or sleep mode when the cart  10  is nested with one or more other cart  10 , when the cart  10  is stored, or when the cart  10  is not in motion for a predetermined period of time. In an embodiment, the hibernation or sleep mode may involve powering the ECM  200  down entirely, or partially. In an embodiment, the cart  10  may further comprise one or more motion sensors  36  operable to detect when the cart  10  is in motion. The motion sensor(s)  36  may be located anywhere on the cart  10 . The motion sensor(s)  36  may be located in or on the handle  22  (for example in pod  150 ) as shown in  FIG. 3A , the base  35 , or the base tray  50 . Alternatively, the motion sensor(s)  36  may be coupled to wheels  37 ,  38  and detect motion of the cart from turning of one or more wheels. Alternatively, the motion sensor(s)  36  may be integrated with a scanner  215 , wherein the motion sensor may serve as a proximity sensor  216  for the scanner and/or a proximity sensor  216  for the scanner may serve as a motion sensor for activating components of the cart. Alternatively, the motion sensors(s) may be located in the ECM  200 , for example a mercury switch or equivalent that detects movement of the cart. The motion sensor(s) activate the ECM  200 , bringing it out of hibernation, when the cart  10  is selected by a consumer  85  from a nested position with one or more other carts, from a cart corral  110 , or when a consumer  85  begins to move an abandoned cart  10  that has not moved for a predetermined length of time. Each of the components operably coupled to or comprising components of the ECM  200 , as described below, may also be re-activated or hibernated along with the ECM  200  when the motion sensor(s)  36  detects that the cart  10  is in motion. 
   In an embodiment, the motion sensor(s)  36  may comprise mercury switches placed on the cart  10 , such as in a location on a wheel  38  or caster, or on the basket  20  of the cart  10 , such that when the cart  10  is in motion, the mercury in the switch tilts with the motion of the cart  10  to connect and disconnect the control of the ECM  200  or the various other components. 
   In still another embodiment, the motion sensor(s)  36  may comprise one or more magnetic reed switches in addition to or in lieu of mercury switches. In such an embodiment as shown in  FIG. 3B , a magnetic reed switch  180  is located in the frame or caster  182  above each wheel  38 , and an associated magnet  184  is located on the wheel  38  hub, allowing sensing of tire rotation about axle  183  for motion detection. As is well understood in the art, by placing a magnet on a rotating wheel, a “heartbeat” reflecting the rotational speed of the wheel may be determined, with one “beat” each time the magnet rotates past the reed switch, opening or closing it. By placing a pair of these switch and magnet groupings, one at each wheel, the ECM  200  may receive a signal from the magnetic reed switch via cable or wire  181  running through frame  30  and determine the rotation speed of each wheel when in motion. By comparing rotational speed of adjacent wheels (for example, the two back wheels having a fixed, known position relative to each other), the ECM  200  may additionally determine when the cart turns as well as the speed and direction of turns, providing additional data for use in accurate determination of the location of the cart within the store. Further discussion of the use of magnetic reed switches in locating the cart  10  within the store is included below. 
   In an embodiment, the shopping cart system further comprises a correlation component comprising software, hardware or a combination of hardware and software operable to take various data gathered by components of the cart, and correlate one or more of the different types of data. The correlation component may, in an embodiment comprise hardware affixed to the cart with software incorporated therein, or may, in an embodiment, comprise hardware affixed to the cart with software stored in and/or executed from the ECM  200 . In an embodiment, the correlation component may be integrated within the ECM  200 . 
   For example, the correlation component is operable to correlate data from the inventory component (discussed in greater detail below) regarding the inventory contained by the shopping cart, with the unique identity of the shopping cart. In such an exemplary embodiment, the correlation component is operably coupled to the inventory component and the ECM  200 , such that as the inventory of the cart  10  is updated, the correlation component correlates the current inventory with the unique identity of the cart  10  and stores the correlation (preferably in the ECM  200 ), such that, at the Point of Sale  300 , the ECM  200  may wirelessly communicate the correlation of the inventory and the unique identity of the cart  10 . The correlation component may be further operably coupled to the locationing component, such that the correlation component may correlate the inventory, the unique identity, and the location of the cart, over the course of a shopping trip, store the correlation, and wirelessly communicate the correlation to the Point of Sale  300 . 
   For example, the correlation component is operable to correlate data from the inventory component (discussed in greater detail below) regarding the inventory contained by the shopping cart, with data relating to the shopping list component (discussed below). In such an exemplary embodiment, the correlation component is operably coupled to the inventory component, the shopping list component, the ECM  200 , and the video display  75 , such that as the inventory of the cart  10  is updated, the customer shopping list may be updated, as well as the shopping list displayed in the video display  75 . The correlation may be stored in the ECM  200 , or stored elsewhere in the network, associated with a specific consumer, and used to generate shopping lists in the future. 
   For example, the correlation component is operable to correlate data from the inventory component (discussed in greater detail below) regarding the inventory contained by the shopping cart, with data relating to which advertisements are displayed to a consumer by the cart. In such an exemplary embodiment, the correlation component is operably coupled to the locationing component, the video display  75  and the ECM  200 , such that the correlation component receives the inventory from the inventory component, correlates it with advertisements that are stored or streamed to the ECM  200 , and stores the correlation. The correlation may then be used in selecting which advertisement chosen from a plurality of advertisements are displayed based on the location of the cart. For example, if the inventory is known to include items for hosting a party, the correlation of the inventory with the advertisements and the location of the cart may be used to display one or more advertisements for additional items used for hosting a party. 
   The shopping cart system may further comprise a shopping list component for listing one or more products of a customer shopping list for purchase by the consumer. The shopping list component is operably coupled to the video display  75  of the cart  10  such that the shopping list may be displayed, either prominently, or as a less prominent display, with, for example, a menu of options or advertisements. In an embodiment, the shopping list component may comprise hardware, software, or a combination of hardware and software operable to carry out the function of maintaining, updating, and/or displaying a customer shopping list. In an embodiment, the hardware and software are co-housed and affixed to the cart  10 , while in another embodiment, the hardware may comprise a unit affixed to the cart  10  (as will be discussed below) and the software may be stored and/or executed from a separate unit, such as the ECM  200 , the ISS  330 , POS computer  326  at the Point of Sale  300  or other networked system component, in conjunction with the hardware affixed to the cart. 
   In an embodiment, the shopping list component comprises the ECM  200  in conjunction with software operating thereon, populated with a customer shopping list. In an embodiment, the customer shopping list comprises historical data associated with the consumer  85  by way of the consumer&#39;s loyalty card, pin code, telephone number or other customer identifier associated with the consumer  85 . The historical data relates to products that the consumer has purchased in the past or products that the consumer has listed in a customer shopping list previously. Consumer identifiers comprise a data reference that is unique to the consumer or their household. For example, a customer loyalty card may be associated with an identification number that is unique to the consumer or their household. Stores often offer customer loyalty cards to consumers, which consumers use in order to enjoy coupons, discounts and other advantages provided by the store to its loyal consumers. The loyalty card may additionally be linked with store services, such as a pharmacy, in-store deli, automotive service station, and the like, to track and record the consumer&#39;s needs relating to that service. A consumer may additionally identify themselves to the store using a pin code assigned by the store or their telephone number in order to receive discounts, coupons, and track usage of the store&#39;s services. The store may use the identifiers to track shopping of consumers for inventorying purposes as well as targeting advertisements and discounts to consumers based on what they actually buy. 
   In an embodiment, the customer shopping list for future shopping trips is generated by the inventory in the cart  10  during a present shopping trip. In such an exemplary embodiment, the shopping list component is operably coupled to the inventory component and the ECM  200  (or other networked component) to store the inventory of the cart  10  during a shopping trip, and store the purchases made based on the inventory at the Point of Sale  300 . In such an embodiment, the stored inventory may be associated with a particular consumer by way of their customer loyalty card, pin code, telephone number or other consumer identifier. The stored inventory may then be used by the shopping list component to generate a customer shopping list. 
   In an embodiment, the customer shopping list may be downloaded from a store website and associated with the consumer&#39;s identity, such that when the loyalty card is scanned or other identifier is entered, the customer shopping list becomes available in the cart  10  to the consumer  85 . In such an embodiment, when the consumer identifier is entered or scanned, the list downloaded from the store website may be streamed or wirelessly communicated from the ISS  330  via the access points to the ECM  200 , and displayed. Alternatively, in an embodiment a shopping list stored in a PDA, handheld computer, mobile telephone or other electronic device may be downloaded to the ECM  200  through wireless, infrared, Bluetooth, and like known techniques, the details of which are not material herein, and the shopping list component will display the downloaded list, and enable the functions described herein. Alternatively, in an embodiment a shopping list may be emailed to the store system for transfer to a cart  10 . 
   In still another embodiment, the customer shopping list is generated based one or more products selected by the consumer; wherein the one or more products are selected by the consumer by scanning a bar code on a product, placing a RFID tagged product in the shopping cart  10 , and downloaded by the consumer in a list. In such an embodiment, the ECM  200  is operably coupled to the inventory component to store the identity of products purchased by the consumer before to generate a list. In such an embodiment, the ECM  200  is operable to store the identity of products previously placed in the cart  10  by the consumer to generate a list. 
   In an embodiment, the shopping list component is operably coupled to the correlation component in conjunction with the ECM  200  (as discussed above) for correlating the inventory contained by the shopping cart  10  with the shopping list to determine which products on the list are present in the shopping cart  10 . 
   In an embodiment, the shopping list component is operably coupled to the ECM  200 , the locationing component and the video display  75  for displaying an advertisement on the video display  75  for a product on the shopping list when the cart  10  is located proximate to the product. In such an exemplary embodiment, the locationing component determines where the cart is located in the store, the shopping list component determines which products on the customer shopping list are located nearby the cart based on its location, and the ECM  200  displays in the video display  75  at least one advertisement based on the cart  10  being located near to products on the shopping list. 
   In use, in an embodiment, the customer shopping list may be displayed in the video display  75  as a less prominent display with advertisements, or as a prominent display when selected by a consumer. By prominence, it is meant that the shopping list may be displayed as a larger, primary display on the video display  75  while advertisements are displayed in smaller, secondary display(s) on the video display  75  adjacent to the shopping list. As will be described further below, and as shown in  FIG. 16 , in an embodiment, the screen  77  of the video display  75  may be divided into a plurality of screen segments  308 , such that one of the plurality of stored advertisements  307  may be displayed in various screen segment  308  while a shopping list may be displayed in a screen segment  308 . In an embodiment, one of the plurality of screen segments  308  may be designated for display of consumer specific information, such as the customer shopping list. 
   The shopping list component may organize the products on the customer shopping list with locations in the store for each product on the list, and display the customer shopping list according to location. For example, the shopping list component may organize all the products on the customer shopping list according to a department of the store, or according to which aisle the products are located on, in order to facilitate shopping by the consumer. 
   In use, in an embodiment, the shopping list component, coupled to the correlation component, correlates the customer shopping list to the inventory of the cart  10 , such that when a RFID tagged product from the customer shopping list is scanned by the basket RFID reader  227  or scanned by the scanner  215 , the product is checked off the customer shopping list. In an embodiment, the consumer may check off a product from the customer shopping list. In the video display, the product may appear as checked off, or may be removed from the shopping list once added to the inventory of the cart. 
   In use, in an embodiment, the selection of advertisements displayed to the consumer may be correlated to the customer shopping list by the shopping list component, the correlation component (as discussed herein) and the ECM  200  or other networked component. 
   In an embodiment, the shopping list component is further operable, in conjunction with the ECM  200  or other networked component, for a consumer to select a recipe, and generate a customer shopping list based on the ingredients used for preparing the recipe. In such an embodiment, the consumer may select a recipe (either stored in the ECM  200 , or streamed to the cart  10 ), and the ingredients necessary for preparing the recipe (also either stored in the ECM  200 , or streamed to the cart  10 ) are added by the shopping list component to the customer shopping list. 
   In embodiment, the shopping cart system further comprises a voice activated interface  120 . In an embodiment, a voice activated interface  120  comprising a microphone array  121  and a voice activation button  122  may be inset in the handle  22  of the cart  10  and/or in pod  150 . In an embodiment, the microphone array  120  may comprise any number of microphones, including as few as a single microphone, for example integrated with pod  150 . In an embodiment, the microphone array  121  comprises from 2 to 4  embedded microphones inset at intervals along the length of the handle  22 . In an embodiment, a voice activation button  122  may activate the microphone array  120 . In an embodiment, the voice activation button  122  may comprise a button of a five-way navigation device  123  or other navigation device and the microphone(s) may be housed in the pod  150 . By pressing the voice activation button  122 , the consumer  85  may activate a voice command option, enabling the consumer  85  to request the cart  10  to display the location of a particular product or other detailed information from a list of options on the video display  75 . In an embodiment, the microphone array  120  has built-in noise cancellation capabilities. 
   In an embodiment, the voice activated interface  120 , microphone array  121  and voice activation button  122  are operably coupled to the ECM  200 . In an embodiment, the ECM  200  may store voice recognition software operable to process a spoken input from the consumer  85  through the microphone array  121  upon activation of the voice command option. The ECM  200  may determine an answer to the spoken question (which may involve reference to a database of product information) and display the answer on the video display  75 . The answer may be provided graphically or in written description form, and may include a location (e.g., map) or a menu of options  124 . For example, referring to  FIG. 5 , an exemplary response to a spoken input is shown. Upon a request by a consumer  85  being picked up by the microphone array  121 , the video display  75  may identify the product requested (i.e. “ACME cottage cheese”), and display a written description  125  of the location of the product requested, as well as a graphical display  126  of a map of the store indicating the location  127  of the product requested with indication of the current location  128  of the cart. The video display  75  may simultaneously display a list of other options  124 , e.g., a list of available voice commands, as well as one or more advertisements  306  in the plurality of screen segments  308 , wherein the advertisements  306  are selected from a plurality of stored advertisements, as will be described in greater detail herein. 
   In an embodiment, the voice recognition software may comprise VoCon  3200 ™ software, commercially available from SCANSOF™ or an equivalent software having similar voice recognition capabilities. In an embodiment, the voice activated interface  120 , operably coupled to the ECM  200 , may be re-activated from hibernation along with the ECM  200  when the motion sensor(s)  36  detects that the cart  10  is in motion. 
   In an embodiment, the shopping cart system further comprises a speaker or other audio output device such as wired or wireless headphones operably coupled to the ECM  200 . In an embodiment, a speaker or array of speakers may be inset in the handle  22  of the cart  10  and/or in pod  150 . In an embodiment, the array of speakers may comprise any number and/or size of speakers, including as few as a single speaker, for example integrated with pod  150 . In an embodiment, the speaker is a one inch audio speaker. 
   In an embodiment, the speaker may be operable to play audio portions of advertising corresponding to advertisements displayed on the video display  75 . In an embodiment, the speaker may be operable to make announcements, such as a store announcement, or annunciate a successful scan, by audibly alerting the consumer when a product is scanned by the scanner  215  or when a RFID tagged product is added to the cart  10 . In an embodiment, the speaker enables a customer service representative to speak with a consumer using the cart, resulting in saving the consumer from having to go stand in line at a customer service counter. In an embodiment, the speaker enables a store employee to speak with a consumer using the cart to alert the consumer to the status of their order at an in-store service such as a deli, pharmacy or automotive center. 
   In an embodiment, the shopping cart system may further comprise an inventory component for determining an inventory contained by the cart  10 . The inventory component is operable to take an inventory of products placed in the basket  20  or products placed on the base tray  50 . The inventory component may, in an embodiment, be operable to determine the inventory automatically without any action on the part of the consumer beyond placing a product in the cart  10 . Alternatively, the inventory component may, in an embodiment, rely on some action by the consumer in order to determine the inventory of the cart  10 , such as determining the inventory of the cart  10  when the consumer scans a product and places the product in the cart  10 . 
   In an embodiment, the inventory component comprises hardware and software operable to carry out the inventorying function. In an embodiment, the hardware and software are co-housed and affixed to the cart  10 , while in another embodiment, the hardware may comprise a unit affixed to the cart  10  (as will be discussed below) and the software may be stored and/or executed from a separate unit, such as the ECM  200 , the POS computer  326  at the Point of Sale  300  or other networked system component, in conjunction with the hardware affixed to the cart. Various computing and communication components may use any suitable wired or wireless communications protocol such as those described herein. 
   In use, in an embodiment, the inventory component, in conjunction with the ECM  200  and the correlation component, is operable (as discussed above) to determine the inventory contained by a shopping cart, correlate the inventory to the unique identity of the shopping cart, convey the unique identity of the shopping cart to a Point of Sale  300  (or other retailer system), and convey the inventory of the shopping cart to a Point of Sale  300  (or other retailer system). 
   In use, in an embodiment, the inventory component is operably coupled to the ECM  200  and the identification component (discussed in greater detail herein). The identification component associates a unique identity with a shopping cart and the inventory component determines an inventory of the shopping cart. The correlation component (discussed in greater detail herein) correlates the inventory to the unique identity of the shopping cart, and the ECM  200  conveys the inventory of the shopping cart, or the correlation of the inventory to the unique identity to a retailer system, or the identification component conveys the unique identity of the shopping cart, or any combination thereof. 
   In use, in an embodiment, the inventory component determines an inventory contained by the cart  10 . The inventory component is operable coupled to the shopping list component, the correlation component (both discussed in greater detail herein), the ECM  200  and the video display  75 . The inventory component determines the inventory contained by a shopping cart, the shopping list component displays on the video display  75  a customer shopping list, the shopping list comprising one or more products for purchase. The correlation component correlates the inventory contained by the shopping cart with the shopping list to determine which products on the list are present in the shopping cart; and convey the inventory and the shopping list to a Point of Sale  300  at the time of purchase. Preferably, conveying the inventory and shopping list to the Point of Sale  300  is done wirelessly by the ECM  200 , for example via any suitable wireless protocol such as those described herein. 
   In an exemplary embodiment, the inventory component may comprise at least one basket RFID reader  227  with one or more RFID antennas  228  in conjunction with the ECM  200  and software operating thereon. The number and position of the antennas  228  may be selected as functionally needed, as would be apparent to one of skill in the art. In an embodiment, the basket RFID reader  227  with RFID antennas  228  may be located anywhere on the basket  20  and/or base tray  20  such products having RFID tags (either passive or active RFID tags) may be scanned as they are placed in the basket and/or base tray  20 . Each RFID tag on a product is associated with an industry standard Electronic Product Code (“EPC”), giving the individual product a unique identity. In an embodiment, the basket RFID reader  227  may be integrated with the ECM, for example located within housing  199 . Alternatively, the basket RFID reader  227  or may be located at other positions on the cart, for example located on the underside of the cart  10 , secured by means of attachment to, for example, the bottom  21  of the basket  20 , or to the base tray  50 . In an embodiment, the basket RFID reader  227  and/or the antennas  228  may be integrated with the video display  75 , for example as part of the base  76  as shown in  FIG. 13 . Alternatively, the RFID antennas  228  may be located along the edges  26 ,  27  or  29  as shown in  FIG. 13 ; the side walls  23 ,  24 ; front side wall  28 ; rear side wall  31 , or combinations thereof on basket  20  and/or base tray  50 . 
   As products are placed in the basket  20  and/or base tray  50 , and identification information (including, in an embodiment, the product EPC described above) is provided to the ECM  200 , which may be further correlated with additional information such as price, product information, advertising, etc. In an embodiment, information may further be displayed on the video display  75 , for example information pertaining to the product placed in the basket, added to a running total of the products in the cart  10 , etc. The basket RFID reader  227  with RFID antennas  228  may automatically detect when a product has been removed from the cart  10  and placed back on a shelf, and will convey to the ECM  200  that the product has been removed, thus deducting the removed product from the running total displayed on the video display  75 . The network transceiver  204  may additionally convey information about a product placed in or removed from the cart  10  to various network components as will be described in greater detail herein. In an embodiment, the cart  10  is a plastic cart as described herein which lessens or eliminates interference associated with basket RFID reader  227  and RFID antennas  228 . In an embodiment, the cart  10  is a cart comprising metal, plastic, or a combination of plastic and metal that is retrofitted with the media enhancements described here. 
   In another exemplary embodiment, the inventory component alternatively or additionally comprises a scanner  215 , for example a bar code scanner. In an embodiment, the scanner  215  is inset in the handle  22  and/or in pod  150  of the cart  10 . In an embodiment, the scanner  215  may be attached to or incorporated with any portion of the basket  20 , such as the side wall  23  or  24 , the front side wall  28  or the rear side wall  31 , in a manner that is accessible to the consumer  85  who is using the cart  10 . Various attachment devices and means for attaching as described herein may be used with the scanner  215 . The scanner  215  enables optional self-scanning of products for purchase, coupons, loyalty cards, and any other object having a bar code or Universal Product Code (“UPC”) by the consumer  85 . In an embodiment, the scanner  215  may be activated by the consumer  85  by bringing any product with a barcode symbol within a set proximity of the scanner  215 . In an embodiment, the scanner  215  may be activated by a proximity sensor  216 , which may comprise a portion of the scanner  215  or may be operably coupled to the scanner  215 . Like the scanner  215 , the proximity sensor  216  may likewise be integrated with pod  150 . The scanner  215  may be any suitable scanner such as a laser scanner, CCD scanner,  2 D imager, and the like. In an embodiment, the scanner  215  may comprise a linear imager scanner commercially available from HAND HELD PRODUCTS™ or an equivalent or improvement thereof. The scanner  215  may, in an embodiment, scan symbols, such as a UPC or European Article Numbering (“EAN”) System codes, in an omni-directional manner. 
   In an embodiment, the inventory component may comprise the scanner  215 , in conjunction with the ECM  200  and software operating thereon. In an embodiment, the inventory component is operable to determine the contents of the shopping cart based on what products the consumer  85  has scanned and placed in the shopping cart. In an embodiment, the scanner  215  is operably coupled to the ECM  200 , such that as products are scanned and placed in the cart  10 , the ECM  200  stores in local memory  202  a running total of the products in the cart  10  for purchase. Upon arriving at the checkout counter, known as the Point of Sale  300 , the ECM  200  may communicate information regarding the products that were scanned by the consumer  85  to a POS computer  326  at the Point of Sale  300  or other networked system component, to be discussed in greater detail herein. 
   In an embodiment, the scanner  215 , operably coupled to the ECM  200 , may be hibernated or re-activated from hibernation along with the ECM  200  when the motion sensor(s)  36  detects that the cart  10  is in motion or stopped. Specifically, in an embodiment, the scanner  215  may be hibernated, or powered down, for power conservation purposes, when the cart  10  is in motion. When the consumer  85  stops pushing the cart  10  and the cart  10  becomes still while the consumer  85  is selecting products to purchase, the scanner  215  is re-activated such that the consumer  85  may scan products for purchase and place them in the cart  10 . The motion sensor(s)  36  alone or in combination with other locator or positioning systems/ data (for example, RFID scans and/or other locator/positioning means) enable this hibernation/reactivation function of the scanner  215 . In alternative embodiments, other cart systems may be activated or deactivated based upon detection of motion or stoppage of the cart in order to conserve power and maximize battery life. For example, the bar code reader may be turned off when the cart is moving, the RFID reader/antennae may be turned off when the cart is stopped, the video display may be turned off when the cart is nested or is immobile for an extended time, or combinations thereof. Again, motion of the cart may be detected for example via a motion sensor such as a reed switch and/or mercury switch alone or in combination with other sensing means such interpreting read data from the RFID tags. 
   In an embodiment, the shopping cart system may further comprise a navigation device, for example a five-way navigation device  123 . In alternative embodiments, other navigation devices may be used in addition to or in lieu of the five-way navigation device  123 , for example hard or soft hot buttons, a joystick, touch panel/screen, or combinations thereof. As an additional user interface to the ECM  200  and other features of the cart  10 , in an embodiment, a five-way navigation device  123  may be inset in the handle  22  or in the pod  150 . The five-way navigation device  123  typically allows for input (e.g., navigation of a menu) via up, down, left, right, and enter functions. In an embodiment, the five-way navigation device  123  may be used to activate the microphone array  121  for voice recognition features, or may be used to navigate through a menu of options  124  shown on the video display  75 . In an embodiment, the menu of options  124  may comprise such selections as: 1) a “Help” option, enabling the consumer  85  to request the location of a particular product, 2) an interface with an in-store pharmacy for the consumer  85  to request the status of their prescription or receive notification of prescription availability, 3) an interface with an in-store deli for the consumer  85  to make a deli order or receive notification of order availability, 4) an interface for notification to the consumer  85  of completion of in-store auto servicing, 5) an interface for interaction between the consumer  85  and customer service personnel for services such as rain checks, and other functions for in-store services. 
   In an embodiment, the shopping cart system may further comprise theft and tamper deterrence design features. The shopping cart, due to the nature of the electronic components used as well as the programming in the computer, may be targeted for theft and tampering. To this end, the various electronics assemblies for the components discussed herein are designed such that if a given cart is disassembled without customized tools and/or in an improper sequence of disassembly, the electronics assemblies are rendered non-functional by virtue of damage incurred by improper disassembly. 
   For example, the main logic board of the ECM  200  may be designed having the printed circuit board traces laid out with critical circuit traces residing in close proximity to mounting holes, such as within a few thousands of an inch from the mounting hole. The logic board then would be mounted to the casing and ECM  200  frame using a screw with a customized head, thereby requiring a customized tool for putting in or removing the screw. If the board is subsequently forced from the casing by someone lacking the customized tool, the critical traces would be damaged, and the board would be non-functional to a degree beyond repair without design schematics for the printed circuit board. 
   In another example, the video display  75 , which is described in more detail below and that may comprise a liquid crystal display (“LCD”), includes theft deterrence and tampering design features. The video display  75  may include two primary physical elements, namely the LCD display screen and the LCD controller board that interfaces the LCD display screen via a flex circuit. The flex circuit connections to the LCD display screen are fragile and will not withstand flexing or pulling. A thin, insulating metal retaining bar may be added that runs the length of the flex circuit between the LCD display screen and the LCD controller board, and secured in place by a screw or screws with a customized head, thereby requiring a customized tool for removal. If the metal retaining bar is not removed using the appropriate customized tool and in a particular sequence that avoids flexing or pulling the flex circuit connections, the LCD assembly would be rendered non-functional to a degree beyond repair. 
   In an embodiment, the cart further comprises a battery  135  operably coupled to the ECM  200 , the video display  75 , voice activated interface  120 , the bar code scanner  215 , and any other component of the cart requiring power. In an embodiment, the battery  135  is a standard Lithium-Ion battery or other similar battery. In an embodiment, the battery  135  may be attached to the underside of the cart  10 , by means of attachment to, for example, the bottom  21  of the basket  20 , or to the base tray  50 . Various attachment devices and means for attaching as described herein may be used with the battery  135 . In an embodiment, the battery  135  may be integrated with the ECM  200 . For example, a battery housing or compartment may be integrally molded from plastic with the ECM  200  housing  199  such that the battery is part of the ECM  200 . In an embodiment, the battery  135  is rechargeable. 
   Referring to  FIGS. 6 ,  7 , and  8 , in an embodiment, the cart  10  may further comprise one or more battery charger contact plates  105 .  FIG. 6  is a front view of a cart  10  recharging in a recharge stall  111 . In an embodiment, the battery charger contact plate  105  may be located on the base side member  32  and/or  33 , the side member  16  and/or  17 , or the side wall  23  and/or  24 . For example, as shown in  FIGS. 1 and 6 , a single battery charger contact plate  105  may be disposed on each side of cart  10 , thereby providing a pair of battery charger contact plates for each cart. In an embodiment, the battery charger contact plates may be positioned adjacent the rear wheels  38 , for example on the base side members  32 ,  33  slightly above the real wheel mount. Given that the rear wheel span is typically about the widest part of the cart, as can be seen in  FIG. 6 , positioning of the battery charger contact plates near the rear wheels places them in a low, outboard position on the cart that is useful in engaging a charge rail system  106  for recharging the battery. In an embodiment, the battery charger contact plate  105  may be spring-loaded to aid in contacting the contact plate with a charge rail. 
     FIG. 8A  is a side view of charge rail system  106  for recharging the battery  135  of one or more carts  10 . The charge rail system  106  comprises a cart corral  110  having a plurality of recharge stalls or lanes  111 , with each recharge lane having charge rails  107  and  108 . In an embodiment, the recharge stalls  111  comprise a plurality of charge rail segments  109 . In a store, the plurality of charge rail segments  109  comprised of charge rails  107  and  108  may be arranged in a cart corral  110 . The plurality of charge rail segments  109  may be arranged in one or more rows of recharge stalls  111 . 
     FIG. 8B  is a side view of two charge rail segments  109  forming a single recharge stall  111 . Each charge rail segment  109  comprises a floor section  113 , a charge rail wall  114 , and optionally a stall wall  115 , which may be transparent as shown in the Figures or may be non-transparent. Charge rails  107 ,  108  are disposed on either side of charge rail wall  114 , as is shown more clearly in  FIG. 6 . In an embodiment, a plurality of charge rail segments  109  may attach together in an end-to-end fashion (as indicated by reference arrows  116 ) or in a side-to-side fashion (as indicated by reference arrows  117 ) to form the recharge stalls  111  and cart corral  110 . As shown in  FIG. 8B , the side edge  118  of the floor section  113  may be configured to mate or interlock with the side edge  119  of charge rail wall  114  of an adjacent charge rail segment  109 . Likewise, front and rear edges  129 ,  130  of the floor section  113  may be configured to mate or interlock with corresponding front and rear edges from adjacent charge rail segments  109 . 
   In an embodiment, the charge rail system  106  further comprises a power supply  112  which may be mounted on a wall or other permanent fixture for providing power to the carts  10 . The power supply  112  may be plugged in and operably connected to the charge rails  107  and  108 . Likewise, the plurality of charge rail segments further comprise connections such that power is supplied to the entire cart corral grid via the connection of adjacent charge rail segments  109 . 
   In operation, a cart  10  may be fed into a cart corral  110  by a consumer  85  or store employee placing it in a recharge stall  111 . In an embodiment, the recharge stall  111  may be sized such that the charge rail segments  109  are spaced apart adequately (e.g., about equal to the rear wheel span of the cart  10 ) such that the cart  10  fits between the charge rail segments  109  securely enough for the battery charger contact plate  105  to come into contact with the charge rails  107  and  108 , as shown in  FIG. 7 . Contact between a battery charger contact plates and charge rails  107  and  108  forms a flow path for electrical current between power source  112  and the battery  135  such that the battery is charged. Rechargeable batteries are well known in the art, as are methods of charging such rechargeable batteries from a power source. In an embodiment, a first contact plate  105  and a first charge rail (e.g.,  107  or  108 ) form a positive terminal of the electrical connection and a second contact plate  105  and a second charge rail (e.g.,  107  or  108 ) form a negative terminal of the electrical connection. While dual contact plates and charge rails are shown, the charge rail system may be configured to operate using a single contact plate  105  on the cart and/or a single charge rail  107  or  108 . 
   In an embodiment, each charge rail  107  or  108  may be spring loaded, each battery charger contact plate  105  may be spring loaded, or both may be spring loaded. In an embodiment shown in  FIG. 7 , the charge rail  107  further comprises a spring  140  biasing a rail plate  141  outward for contact with the battery charger contact plate  105  located on the cart. The rail plate  141  may be surrounded by rail guard  142 . The rail guard  142  may be configured to allow contact between the contract plate  105  and the rail plate  141  while preventing unwanted contact with rail plate  141  which might lead to electrical shock. In an embodiment shown in  FIG. 7 , the rail guard  142  has a concave shape with the rail plate  141  extending outward a portion of depth of the concave cavity, but not beyond the outer edges  144  of the rail guard  142 . The contact plate  105  may have a corresponding convex shape, thereby allowing contact between the contact plate  105  and the rail plate  141 . When a cart  10  is fed into a recharge stall  111 , the cooperative shapes and spring loaded nature of the battery charger contact plate  105  and/or the charge rail  107  or  108  cause them to be in contact with each other, creating an electrical conductor between the battery  135  and the power source  112 . While  FIG. 7  is shown with a single charge rail  108  (for example, for use as an end rail assembly for attachment on end  118  of  FIG. 8B  to form a complete stall  111 ), it should be understood that typically two charge rails  107  and  108  will be used in a back-to-back or mirror configuration, as is shown in  FIG. 6 . The components of the two charge rails  107  and  108  will be similar to the components shown in  FIG. 7  for charge rail  108 . 
   In an embodiment, the plurality of charge rail segments  109  are further configured to form a cart corral  110  such that a plurality of carts may be nested and stored therein, and each of the plurality of carts may be charged at the same time by the contact between each battery charge contact plate  105  of each cart with the charge rails  107  and  108 . For example, some or all of the carts in a store may be placed in the recharge stalls  111  of the cart corral  110  during off-hours or hours when the store is closed in order for the battery  135  of each cart  10  to be recharged for the next day or busy period of time. 
   In alternative embodiments, the contact plates  105  may be positioned at other locations on the cart  10  and the charge rail system  106  may be modified accordingly to provide contact with such plates as described previously. In an embodiment, contact plates  230 ,  231  are positioned adjacent to and/or integral with ECM  200  as shown in  FIGS. 6 and 12 , which may be advantageous in simplifying and shortening the flow path between the charge plates and the battery  135 , especially when the battery  135  in integrated in ECM  200 . Contact plates  230 ,  231  would typically be used in lieu of contact plates  105 , as shown in  FIG. 12 , provided however that dual sets of contact plates  105  and  230 ,  231  could be used if desired as shown in  FIG. 6 . The location of charge rails  107  and  108  would be modified, for example raised and/or extended, to engage with contact plates  230 ,  231  positioned adjacent to and/or integral with ECM  200 . Likewise, the contact plates  230 ,  231  could be mounted in a position extending outward from the ECM  200  as needed to facilitate engagement with the charge rails  107  and  108 . For example, contact plates  230 ,  231  may be mounted on protruding or bulbous ECM  200  side plates  235 , as shown in  FIG. 12 . 
   An alternative charge rail configuration is shown in  FIGS. 8C-E . The recharge stall embodiment shown in  FIGS. 8C-E  may likewise be modular in nature as described herein.  FIG. 8C  is a partial front view of cart  10  recharging in a recharge stall  111 . A charging module  190  is mounted to the wheel yoke  191  of rear wheels  138 , for example via one or more bolts or other connectors. In an alternative embodiment, the charging module  190  may be mounted to the frame  30  or the underside of base tray  50 . Preferably, the charging module  190  is mounted inboard of the rear wheels  38  and outboard of the front wheels  37 , and more preferably on the interior side of rear wheel yoke  191 . A battery charger contact plate  105  extends downward from the charging module  190 . The battery charger contact plate  105  may be spring loaded to aid in contacting the contact plate with a charge rail. 
   Charge rails  107  and  108  extend upward from the floor section  113  of recharge stall  111 . As shown in  FIG. 8C , when a cart  10  is positioned in a recharge stall  111 , the charge rails  107 ,  108  are positioned inboard of the rear wheels  38  and outboard of the front wheels  37  and serve to guide the cart into the proper position for recharging. While positioned in recharge stall  111 , the battery charger contact plates  111  enter slots  192  on charge rails  107 ,  108  and make contact with rail plate  141  such that electricity may pass from the recharge stall  111  and charge battery  135 . Rail plate  141  may be spring loaded in addition to or in lieu of spring-loading the battery charger contact plate  105  to aid in contact there between. The slots  192  in charge rails  107 ,  108  may be fully or partially covered by a flexible material such as plastic or a nylon brush to prevent debris from entering the slots  192 . Such flexible material may be pushed aside by the battery charge plate  105  as it enters the slots  192 . 
   As shown in  FIGS. 8D and 8E , the charging module  190  may further comprise a contact plate cover  195 . As shown in  FIG. 8D , when the cart is not in a charge stall  111 , the contact plate cover  195  extends downward to cover and protect the battery charge plate  105 . As shown in  FIGS. 8D and 8E , the contact plate cover  195  may comprise a generally U-shaped member having a gap or protective arm extending there from for receipt of the battery charge plate  100  in a closed position. The contact plate cover  195  may be biased in a closed position, for example with a spring. When a cart is positioned inside a recharge stall  111 , the contact plate cover  195  is pushed upward via contact with an upper portion  196  of charge rails  107 ,  108 , thereby placing the contact plate cover  195  in an open position as is shown in  FIG. 8E . 
   In still further embodiments, the charge rail system  106  is operable to accept a cart  10  in both directions, and fully charge the cart  10 . That is, the charge rail system  106  allows for DC charging voltages to be accepted in either direction (positive to ground or ground to positive). A Power Management Unit (referred to herein as the “PMU”) of the charge rail system  106  senses the presence of a cart  10  on the charge rails  107  and  108 . Upon DC power contact, the PMU determines battery  135  capacity from previous battery readings prior to charging. The PMU may then initiate LED status indicators on the charging device (here, a cart  10 ) to indicate a level of charge and when charging has commenced. 
   In an embodiment, the PMU comprises a PIC processor in the charging unit and firmware. The PIC processor of the PMU communicates with the processor in the ECM  220  on the cart  10 . The PMU monitors the communication control between the host cart ECM  200  and the PMU communication interface. If loss of communication occurs, default protocols may be executed. For example, the charge rails of the host system (i.e., cart) are shut down and reset or power to the system (e.g., cart) may be otherwise cycled, thereby preventing lockup conditions with the host ECM  200  and other subassemblies. 
   The PMU calculates the appropriate charging algorithm to charge the battery  135 . In various embodiments, the calculation of the appropriate charging algorithm may be based upon voltage and/or temperature calculations. In various embodiments, the PMU uses measurement averaging routines to determine the charge routines, such as trickle charge, full charge, or over/low voltage fault conditions. Averaging helps to mitigate the effects of contact chatter when the device being charged (i.e., the cart  10 ) traverses the charge rails  107  and  108  (i.e., impedance fluctuations and the like). In an embodiment, the PMU imposes a delay (e.g., 5 or 10 seconds) from first contact to allow time for the cart to become fully nested and stop moving prior to commencing charging. 
   Additionally, the PMU senses error conditions for voltage levels or if the PMU loses communication with the host (i.e. the cart ECM  200 ), then the PMU initiates a self-reset to recover and reestablish communication with the cart  10 . Error conditions may include for example too low a voltage, or a very high voltage. Either case could indicate a bad cell in the battery  135 , which would indicate that the battery  135  should not be charged with full charge. Error conditions are set in the PMU. 
   To prevent deep battery discharge of the cart  10 , the PMU in still further embodiments, senses voltage level of the cart  10  and calculates remaining charge capacity. If the capacity approaches a predetermined threshold (such as 20% of remaining capacity, or in an illustrative system  11  volts), a warning message is issued via the communications port for system action. If the low voltage condition persists after a predetermined period of time, the PMU may automatically shut down the entire system, thereby preserving the PMU power needed for subsequent operation (i.e. reboot) and allowing the device (i.e., cart  10 ) to be charged without replacing the battery  135 . 
   In additional power management features, the PMU may be operable to shut down certain functions of the device to conserve system power during charging. For example, while the cart  10  is within the corral  110 , the LCD is not needed, the RFID is not needed, and the like, while the wireless connection is still needed. By shutting off cart features that consume significant amounts of power while charging, faster charging is enabled. 
   As shown in the Figures, a video display  75  is attached or mounted (referred to collectively hereinafter as attached) to the basket  20  of the shopping cart  10 . Attachment of the video display  75  to the basket  20  is in contrast to attachment of the video display  75  to the handle  22 . In other words, the video display  75  is not attached or mounted to the handle  22 . As shown in  FIG. 10 , the video display  75  may comprise a base  76  and a screen  77  having a viewable area  78 . In an embodiment, the video display  75  is attached to the basket  20  such that the viewable area  78  is above the interior  54  of the basket as previously defined. Unless otherwise specified, attaching the video display  75  such that the viewable area is above the interior  54  of the cart includes, in various alternative embodiments, having the viewable area  78  entirely above the interior  54 ; having the viewable area  78  substantially above the interior  54 ; or having greater than 50, 60, 70, 75, 80, 85, 90, 95, or 99 percent of the viewable area  78  above the interior  54 . 
   In another embodiment, the video display  75  is attached to the basket  20  such that the viewable area  78  is in a field of vision  84  of a consumer  85  pushing the cart  10  via the handle  22 . Referring to  FIG. 9 , field of vision  84  refers to the area having a lower boundary  80  defined by an unobstructed line of sight from the eyes of consumer  85  to the an upper edge of the basket (e.g., front edge  29 ) and an upper boundary  81  defined by a line of sight from the eyes of the consumer  85  to an upper periphery of the consumer&#39;s vision. Unless otherwise specified, attaching the video display such that the viewable area is in consumer&#39;s field of vision  84  includes, in various alternative embodiments, having the viewable area  78  entirely in the field of vision  84 ; having the viewable area  78  substantially in the field of vision  84 ; or having greater than 50, 60, 70, 75, 80, 85, 90, 95, or 99 percent of the viewable area  78  in the field of vision  84 . The field of vision  84  may vary based upon the height of the consumer  85 , and in an embodiment the shopping cart  10  is configured and the video display  75  is attached to the basket  20  such that the viewable area  78  is in a field of vision  84  of a consumer  85  having a height of equal to or greater than 5 feet and 0 inches. The field of vision  84  may also vary based upon the position of the child seat  60  or the presence of a child seated therein, and in an embodiment the shopping cart  10  is configured and the video display  75  is attached to the basket  20  such that the viewable area  78  is in a field of vision  84  of a consumer  85  having a height of equal to or greater than 5 feet and 0 inches when the child seat  60  is empty and folded in a closed position. The field of vision  84  may also vary based upon the position of products in the basket, and in an embodiment the shopping cart  10  is configured and the video display  75  is attached to the basket  20  such that the viewable area  78  is in a field of vision  84  of a consumer  85  having placed products in the basket, wherein said products do not extend outside or above the interior  54  of the basket as previously defined. 
   In another embodiment, the video display  75  is attached to an upper edge  26  or  27 , or front edge  29  of the basket  20 . For example, the base  76  of the video display  75  may be attached to an upper edge  26  or  27 , or front edge  29  of the basket  20 . Various attachment devices and means for attaching as described herein may be used with the video display. In an embodiment, the base  76  of the video display may be attached to an upper edge  26  or  27 , or front edge  29  of the basket  20  such that the viewable area  78  is above the interior  54  of the basket as discussed previously. In an embodiment, the base  76  of the video display may be attached to an upper edge  26  or  27 , or front edge  29  of the basket  20  such that the viewable area  78  is in a field of vision  84  of a consumer  85  pushing the cart  10  via the handle  22  as discussed previously. 
   In another embodiment, the base  76  of the video display may be attached to walls  23  or  24 , front side wall  28 , and rear side wall  31  on the interior or the exterior of the basket  20 . In an embodiment, the base  76  of the video display may be attached to a wall  23  or  24 , front side wall  28 , and rear side wall  31  on the interior or the exterior of the basket  20  such that the viewable area  78  is above the interior  54  of the basket as discussed previously. In an embodiment, the base  76  of the video display may be attached to a wall  23  or  24 , front side wall  28 , and rear side wall  31  on the interior or the exterior of the basket  20  such that the viewable area  78  is in a field of vision  84  of a consumer  85  pushing the cart  10  via the handle  22  as discussed previously. 
   In another embodiment, the video display  75  is attached to the nose  45  of the cart  10 . The nose of the cart  45  is a well known area to those skilled in the art. In various embodiments, nose of the cart  45  refers to the frontward most ⅓ of the basket  20 , alternatively the frontward most ¼ of the basket, alternatively the frontward most ⅕ of the basket, alternatively the frontward most 1/10 of the basket, alternatively the front wall  28 , alternatively front edge  29 . In an embodiment, the nose of the cart is shown in  FIG. 10  or  FIG. 11 . In various embodiments, the video display may be attached to the nose of the cart via a wall or an upper edge as described previously and the viewable area  78  may be above the interior  54  of the basket and/or in a field of vision  84  of a consumer  85  as described previously. In an embodiment, the base  77  of the video display  75  is shaped to conform to or about match the contour or shape of the nose  45  of the cart  10 , as is shown in  FIGS. 10 and 11 . 
   The video display  75  may be any suitable electronic display for receiving and displaying visual images to the consumer  85 . The visual images may be transmitted to the video display  75  by any suitable means known in the art such as via a wireless transmission. In an embodiment, the video display  75  is of a type commonly referred to as a flat screen display, for example an LCD. The video display  75  may be powered by a rechargeable battery  135  attached to the cart  10  and operatively coupled to the video display  75 . 
   In another embodiment, the video display  75  is attached to the basket  20  and is foldable or retractable for storage. For example, the video display  75  may fold or retract into the interior  54  of the basket  20  for storage when the cart  10  is not in use. In an embodiment, the video display  75  is configured to fold or retract such that a plurality of carts  10  may be nested for storage as shown in  FIG. 12  without damaging the video display  75 . For clarity, the outer cart in  FIG. 12  is shown without rear side wall  31 , with the understanding that rear side wall  31  would typically be present in carts used by a consumer  85 . 
   In an embodiment, the base  76  of video display  75  forms a housing in which screen  77  may retract. Such housing receives screen  77  in a retracted position and protects the screen  77  from damage. The screen  77  may be retracted into such a base housing (comprising a front base housing  96  and a rear base housing  97 ) by known means such as rails, slides, rollers, telescoping members, and the like, which may be further biased, for example by springs, as needed. The screen  77  may be retracted to a closed position by pushing on the top  71  of screen  77  where the screen  77  is biased up, or by releasing a latch or lock where the screen  77  is biased in a retracted position. In an embodiment, the screen  77  is folded down by contact with another cart when nested therewith as shown in  FIG. 12  and is biased up such that the screen flips up upon unnesting of the carts. 
   In another embodiment as shown in  FIG. 13 , the video display  75  comprises a hinge  79  between the base  76  and the screen  77 , which allows the screen  77  to fold downward toward the interior  54  of the basket  20  into a folded position as shown in  FIGS. 10 and 11 . In an embodiment, the screen  77  folds at about a 90 degree angle with respect to the base  76  (or alternatively folds such that the screen  77  is about within the plane defining the upper edges of the cart), which clears the nose  45  and exterior of the cart for nesting with a second cart while also keeping the interior of the cart  10  clear such that the rear side wall  31  may swing upward into the interior  54  of the basket  20  to receive the front side wall  28  of a third cart. 
   With reference to  FIG. 14 , the screen  77  of video display  75  may further comprise a shock absorber  94  protecting an electronic display  95  such as an LCD screen, each of which are disposed between front and rear screen housings  92 ,  93 . The base  76  of video display  75  may further comprise a hinge  79  disposed between front and rear base housings  96 ,  97 . The hinge  79  may further comprise a gear assembly  91  comprising gears, springs, dampeners, or combinations thereof for biasing the hinge in a folded or unfolded position. The gear assembly  91  may be used to control the force required to fold the screen  77  into a folded position, as shown in  FIGS. 10 and 11 , in response to a force applied to a rear screen housing  93  of the video display  75 . Likewise, the gears assembly  91  may be used to control the speed with which the screen  77  unfolds into an unfolded position such as shown in  FIGS. 1-3 . In an embodiment, the screen  77  unfolds in a slow, controlled manner to avoid damaging the screen  77 . In an embodiment, the unfolding of the screen is dampened via dampeners in the hinge  79  and/or gear assembly  91 . 
   In another embodiment, the video display  75  is attached to the basket  20  and may be swiveled such that the viewable area  78  may be viewed from various locations relative to the cart  10 . A swivel may be positioned between the base  76  and the screen  77  such that the screen  77  may rotate or swivel about the base. The swivel may be integrated with the hinge  79 , or alternatively may be a separate component, for example positioned between the hinge  79  and the screen  77 . In embodiments where the video display is mounted on a side edge  26 ,  27 , the video display  75  may further comprise a swivel such that the viewable area  78  may rotated to face rearward toward the consumer  85  while the consumer  85  is pushing the cart using handle  22 . Alternatively, in embodiments where the video display  75  is mounted on the nose  45  of the cart, the video display  75  may swivel such that the consumer  85  may see the viewable area  78  from locations other than at the rear of the cart. For example, a consumer  85  may wish to swivel a nose-mounted screen  77  sideways such that the viewable area  78  is readily viewable while standing at the side or front of the cart  10 . In an embodiment, the video display  75  may swivel about 180 degrees such that the viewable area  78  faces forward rather than facing rearward toward a consumer  85  pushing the cart  10  via handle  22 . From a forward facing position, the video display  75  may further fold into a folded position such that the screen  77  is on the exterior of the basket  20  in a folded position, wherein the viewable area  78  is protected via mating with the base  76 . 
   In another embodiment, the video display  75  is attached to the basket  20  and may be heated such that the screen  77  is readily operable in cold environments. For example, the video display of  FIG. 9  may further comprise a heating element, which may be positioned internal or external to the screen housing  92 ,  93 . Alternatively, the base housing  96  and  97 , as described previously, may be heated such that the screen  77  is kept warm while in a retracted position. Any suitable heating element that is compatible with the screen components and operation thereof may be used, for example a resistive electrical heating element. The heating element may be powered during storage and/or charging of other components of the cart  10 , for example during charging of the battery  135  for video display  75 . 
   Referring to  FIG. 15 , in an embodiment, the cart  10  further comprises a read component comprising at least one aisle Radio Frequency Identification (“RFID”) reader  225  with RFID antennas  226 , in conjunction with the ECM  200  and software operating thereon. The read component performs a proximity scan of the cart  10  that reads the area surrounding the cart  10 . The number and position of the antennas  226  may be selected as functionally needed, as would be apparent to one of skill in the art. The aisle RFID reader  225  and the antennas  226  may be an integrated component or may be separate components. In an embodiment, the aisle RFID reader  225  may be integrated with the ECM  200 , for example located within housing  199 . Alternatively, the aisle RFID reader  225  or may be located at other positions on the cart, for example integrated into the video display  75  or base/housing  76  or alternatively located on the underside of the cart  10 , secured by means of attachment to, for example, the bottom  21  of the basket  20 , or to the base tray  50 . In an embodiment, the RFID antennas  226  are located on either side of the housing  199  of the ECM  200 . Alternatively, the RFID antennas  226  may located at other positions on the cart, for example on side walls  23 ,  24 ; on edges  26 ,  27 ; on base side members  32 ,  33 ; on the sides of the video display  75 ; or any other position suitable for carrying out their intended function. 
   In an embodiment, the aisle RFID reader  225  and/or RFID antennas  226  may be integrated with the video display, for example one or both located on the side edges of the video display  75 . In such a placement, the aisle RFID reader  225  and/or RFID antennas  226  are in a location to maximize the effectiveness of the reader distribution pattern and encompass RFID tags located at various heights and locations along the shelves, when the video display is not retracted and the cart  10  is not nested. Placement on the video display is advantageous as the RFID reader/antenna are positioned at approximately the middle of the shelf height, thereby allowing an about equidistant scan pattern above and below the position of the RFID reader/antenna to cover the complete height of the shelf. 
   In an embodiment, RFID antennas  226  are placed on the side edges of the video display  75 . In some embodiments, patch antennas may be used for the RFID antennas  226 . In alternative embodiments, the RFID antennas  226  comprise bowtie and/or slot antennas, which narrow the field of broadcast for the antenna and have a more focused radiative pattern. As illustrated for a bowtie-shaped aperture  211  of antenna  212  in  FIG. 20A  and for a slot-shaped aperture  213  of antenna  212  in  FIG. 20B  having an approximate radiative patterns  207  and  208  of  FIGS. 20C and 20D , respectively. In an embodiment, a bowtie or slot antenna having a beam approximately eighteen (18) inches wide and approximately six (6) to eight (8) feet high is used for the RFID antennas  226 , and are placed in vertical alignment parallel with the LCD video display (and/or at other suitable mounting locations on the cart) such that the radiative pattern of the antennas provides a narrow slice of broadcast in the direction perpendicular to each side of the cart for reading RFID tags located on the shelves or on items on the shelves on each side of an aisle. In an alternative embodiment, a bowtie or slot antenna having a radiative pattern of plus/minus 45 degrees (90 degrees total) in a vertical plane covering shelf height and plus/minus 15 to 22.5 degrees (30 to 45 degrees total) in a horizontal plane covering shelf width is positioned on each side of the cart, for example mounted on or integrated with the video display  75 . The use of slot and/or bowtie antennas provides a more focused field of view for the RFID reader to acquire specific tags, and thus may assist in eliminating unwanted interference, echoes, reflections, and the like. Thus, the more focused field of view may also aid in more accurately determining position/location of the cart, and in particular in combination with other positioning/locating techniques described herein. 
   Various means for attaching and attachment devices may be used as described herein. In an embodiment, the aisle RFID reader  225  with RFID antennas  226  may comprise a standard or customized RFID configuration commercially available from for example ThingMagic, Alien Technology™ or an improvement or equivalent thereof. The aisle RFID reader  225  and RFID antennas function to read a plurality of active or passive RFID tags positioned throughout a retail establishment (e.g., along shelves), as will be discussed in more detail. In an embodiment, the cart  10  is a plastic cart as described herein which lessens or eliminates interference associated with the aisle RFID reader  225  and RFID antennas  226 . In an embodiment, the cart  10  is a traditional cart comprising metal, plastic, or a combination of metal and plastic, retrofitted with the aisle RFID reader  225  and RFID antennas  226  and other media enhancements. 
   In or about a store, a consumer  85  may select a cart  10  from the cart corral  10  upon entering the store. The motion sensor(s)  36  detect that the cart  10  is moving when the consumer  85  begins to push the cart  10 , and will activate the ECM  200 , video display  75 , and the aisle RFID reader  225 . As previously noted, various components of the cart  10  may be hibernated or re-activated based on motion by the cart to preserve power. In an embodiment, the video display  75  may initially show the consumer  85  a welcome display that includes information about the store, explains the media enhancements to the cart  10 , and/or announces in-store promotions. As shown in  FIG. 15 , as the consumer  85  pushes the cart  10  through the store, such as between two shelves  301  and  302 , a plurality of RFID tags  303  and  304  (which may be active or passive RFID tags) located on or near the shelves  301  and  302  respectively, will communicate with the aisle reader  225  via the antennas  226 . 
   In an embodiment, the RFID tags  303  and  304  may be distributed and affixed to objects throughout the store premises. For example, RFID tags  303  and  304  may be attached (i) at a shelf or fixture level, which refers to placement of tags at about regularly spaced intervals along a shelf or other product display areas such as kiosks, pillars, freezers, refrigeration units, walls, bins, and counters; (ii) at a SKU level, which refers to placement and/or incorporation of the tags with or near the standard SKU label, with a given product typically having one corresponding SKU tag positioned on the shelf adjacent the product; (iii) at a product level, which refers to having a tag on each individual product or package of products, or (iv) combinations thereof. The aisle reader  225 , operably connected to the ECM  200 , will convey a signal comprising informational data to the ECM  200 , causing the video display  75  to present location-based content to the screen  77 . The RFID enablement of the cart permits advertisers and retail stores to interact with the consumer  85  as she navigates the store. 
   The location-based content is determined as follows. In an embodiment, the aisle reader  225  with antennas  226  reads any RFID tag  303  or  304  that comes within a cone-shaped pattern defining an electromagnetic zone  305  (of the aisle RFID reader  225 ) on either side of the cart  10 . As noted previously, the shape of the electromagnetic zone or radiative pattern may be adjusted based upon the type and positioning of the RFID components on the cart, for example use of bowtie and/or slot antennas. The shape of the electromagnetic zone  305  read by the aisle RFID reader  225  may be another shape, other than a cone, according to the particular aisle RFID reader  225  employed, and the range (i.e. proximity within which tags may be read by the reader) is likewise determined by the particular aisle RFID reader  225  and antenna  226  array employed. 
   When an RFID tag  303  or  304  passes through the electromagnetic zone  305 , the tag is activated and communicates with the aisle RFID reader  225  according to known RFID techniques. A locationing component (which in an embodiment comprises the aisle RFID reader  225 , in conjunction with the ECM  200  and software operating thereon) determines the location of the cart  10  in the store by processing signals from any number of RFID tags  303  or  304  that are within range of the aisle RFID reader  225 . The location of the cart  10  relative to specific RFID tags  303  or  304  is determined according to well known RFID positioning techniques. In an embodiment, location may be determined based on the strength of the signals coming from the RFID tags  303  and  304  (i.e. highest number of scans read by the aisle RFID reader  225  indicates which tag or tags  303  and  304  are closest). 
   In an embodiment, the process of locating the cart  10  begins by creating an electronic representation of the store configuration including fixtures, aisles, and other relevant data using the location of a number of reference or anchor RFID tags (e.g., shelf or fixture level tags) placed around the store in known locations. This electronic representation provides a base map of the store. The base store map may be built using the cart  10  by placing the anchor RFID tags in the known locations around the store, taking the cart  10  through various routes throughout the store to read each of the anchor RFID tags, and correlating the read data with the known data. The base store map is materialized as either database entries or an xml document generated from the correlated data. The base store map provides reference data for determining the location of other goods or items in the store. As fixtures, items, and/or anchor tags are moved within the store, the base store map may be updated by taking the cart  10  through the store again to obtain fresh data and correlate it with the updated known anchor RFID locations. 
   Against the backdrop of the anchor RFID tags, a series of virtual locations are created and positioned within the defined framework of the store, i.e., the base store map. Each location, such as for example a shelf, freezer fixture, aisle, or produce bin, can then be defined as associated with one or more anchor RFID tags, which may be active or passive tags, as previously noted. Such known locations may be used to determine the location of the cart, for example using the RFID locator service software routine described below. Furthermore, the known locations may be correlated to specific products, for example via use of additional SKU level and/or product level RFID tags. For example, a given product such as milk may be correlated to a specific refrigerator having a known location within the base store map. Via such correlation, the location of specific products can be provided relative to the known location of the cart within the store, and the consumer may be provided directions to such products. 
   In various embodiments, subcategories may be used for product positioning instead of positioning every single product with a location in the store. Using subcategories simplifies store deployment. Each product is tied to a subcategory, and each subcategory is in turn associated with a location in the store. Thus, milk may be assigned to dairy or milk may be a subcategory including all brands and varieties of milk (e.g., whole, skim, etc.). 
   As discussed herein, the aisle RFID reader  225  is located upon the cart with the RFID antennae  226  oriented facing outward from the cart. Given that the cart and associated RFID reader is mobile within the store whereas the RFID tags are typically stationary within the store, various RFID data along with other positioning information (for example, motion sensor data) may be gathered and analyzed using software algorithms, for example operating on ECM  200  or a remote location such as a store server and provided to the cart. The antennae configuration (position, orientation, type) is made known in inputs to the software processes involved in locating the cart in the store, as well as performing useful tasks such as shelf management for tasks including inventory, price changes, and the like. The RFID are evaluated using the known antenna orientation and configuration in order to determine cart orientation. 
   For instance, at a recurring interval, the aisle RFID reader  225  may perform an inventory by recording RFID information for products located on the shelves and correlating the recorded information with the store&#39;s system. The results of the inventory may then be analyzed and used in decisions regarding orders for additional products and product placement in the store. 
   In locating the cart (which may then be used for determining the placement of advertisements in the video display  75 , store purposes, or data mining for external or internal uses), for each antenna, the RFID tags “in view,” or located within the radiative pattern of the antenna  226 , are evaluated. The evaluation process uses several pieces of information to determine the location of the cart within the store, and specifically within the electronic base store map defined above. 
   The RFID locater service software routine that encompasses these functions performs location inventory and store mapping that is used to determine what any given cart is doing within the store, and provides an added level of accuracy in addition to the RFID location determination. The intelligence involved in the RFID locater service intelligently links what is read by the aisle RFID reader  225  with information known about the store based on the base store map and the known locations of anchor RFID tags. In an embodiment, the anchor RFID tags may be located at regular intervals, such as every 2 feet along the shelves, or on each side of fixtures such as produce bins, and the like. The RFID locater service additionally incorporates knowledge about RFID dead zones, such as foyers or the locations surrounding large metal fixtures that may interfere with RFID signals, so that locating the cart  10  is smooth and continuous regardless of where the cart is located in the store. For example, metal refrigerators tend to generate a lot of reflections such that RFID readings in the vicinity of a refrigerator are full of noise. The RFID locater service can account for known reflections in such an area, and adjust what the RFID reader  225  reads in such an area. 
   In an embodiment, location is determined via a scan to determine what products and items are in proximity to the cart (i.e., an inventory of tags read by the scanner) and correlating same to the cart&#39;s determined position to check the accuracy of the determined position and correct same as needed. The ECM  200  issues a read command to the aisle RFID reader  225 . The locator software process then evaluates the read RFID tags (e.g., SKU and/or product level tags) to eliminate tags generating spurious reads, i.e., those included in the read that are not RFID tags associated with a location as established via the anchor RFID tags (e.g., shelf level tags). The remaining tags are then converted to locations indicated in the map. All of the locations (e.g., all RFID tag data) may then be evaluated to determine the cart location and orientation relative to the locations defined in the base store map. Such RFID data may be further correlated with other locationing means and data such as motion sensors such as the reed switch described herein. In this process, the software assumes and takes into account the anticipated read zone of the two antennae. If evaluated individually, each tag indicates the orientation of the cart. The overall orientation is determined by evaluating the orientation differential of each tag location from the orientation indicated by the complete location inventory. The “outlying” locations providing an orientation that is substantially out of correlation in comparison with the others within the inventory are removed, given that they represent spurious locations derived from spurious tag reads. 
   In some cases, RFID reads during inventory will be non-deterministic. Inconsistencies in the RF environmental (e.g., reflections, nulls, false reads, signal collisions, etc.), physical obstructions, technology failure and other factors may cause unpredictable inventory responses. Spurious reads are defined as those that are inconsistent with the results expected for the cart in a given position and orientation. For example, one spurious read would occur for a tag that shows up in the inventory that is outside the maximum expected read range of the aisle RFID reader  225 . Furthermore, transient reads are defined as those that are consistent with the expected results for a given cart position and orientation, but that do not consistently appear in a set of inventory reports collected over an arbitrary period of time. 
   With the inventory of locations in the system, locations may then be evaluated to determine cart position as a relative x,y coordinate within store map. The system employs a location buffer to smooth out errors introduced by transient tag reads. The remaining locations are evaluated, and an average x,y position is calculated. The nearest location (among the inventory locations) to the calculated location is determined and the cart position is adjusted according to which location is nearest. This adjusted position is then compared to the map and further adjusted as necessary to position the cart accurately within the map. Such positions and data may be further compared to known/mapped routes or paths within the store to further assist in determining the location of the cart. For example, it may be known that a consumer will likely travel a certain path based upon the position within the store and same may be used to help track and position the cart as it traverses the anticipated path. 
   A number of rules may be applied in the evaluation of the inventory location to improve the accuracy of locating the cart, and therefore also the efficacy of the cart  10  as a shelf management tool. For example, a temporal rule may be applied such that recent tags reads are prioritized above older reads into determining cart position. Additionally, recent location reports may be used in determining if a particular tag represents a spurious read. 
   Similarly, a volume rule may be applied, such that a large volume of tag reads occurring during a given time frame are prioritized above smaller volumes of tag reads for determining cart position. For example, a RFID tag “seen” by the aisle RFID reader  225  twenty times during the last second is prioritized above a RFID tag “seen” only one time during the last second. Likewise, a proximity rule may be applied, wherein RFID tags in the inventory that are proximate to one another are prioritized above RFID tags in the inventory that are not proximate. In such a case, proximity is based upon the base store map and business rules. 
   In various embodiments, the accuracy of the determination of cart location is improved by the addition of the magnetic reed switch, discussed previously as an embodiment for the motion sensor(s)  36 . The rotational speed of each wheel may be determined based on the “heartbeat” signal generated each time the magnet opens or closes the magnetic reed switch, preferably without physical contact thereof, when the wheel turns. By placing a magnet and reed switch assembly on two wheels, such as, for example, on both back wheels, the ECM  200  may determine when the cart  10  is turning as an added factor in accurately determining the location and orientation of the cart  10 . Specifically, when the cart  10  is turning, such as around a corner or to enter a next aisle in the store, the wheel to the inside of the turn will not rotate as much as the wheel to the outside of the turn, and by comparing the difference in rotational speed of each wheel, the ECM  200  locationing component may incorporate the knowledge that the cart  10  is turning a corner or turning around to supplement the locationing performed by the aisle RFID reader  225  and antenna  226 . 
   In various embodiments, the locationing component further includes an integrated compass for additional optimization of locationing for the cart. In some embodiments, the integrated compass is a digital compass. The compass provides various functions, including enabling the provision of an enhanced path layout for precise data reporting of shopping events. Another function of the compass is to provide directionality or a heading for the cart  10  in a store map. For example, the directionality provided by the compass enables display of a direction icon in a store map to identifiable areas of the store. For example, the point of sale (i.e., check out) area of the store, restrooms, store exits, and store departments. Such directionality is relative to the present location of the cart based on the proximity scan as described herein. 
   In various embodiments, the accuracy of the determination of cart location is improved by the addition of an Automatic Gain Control (“AGC”) module. The use of an AGC module to control the transmit power and/or antenna attenuation of the aisle RFID reader  225  provides still another means of improving the accurate determine of cart location and, therefore, product awareness. In operation, the AGC module, which may be implemented in a software routine and executed from the ECM  200 , automatically controls each antenna  226 . Specifically, the AGC may be used, as understood by one of ordinary skill in the art, to either increase the transmit power or adjust attenuation. By doing so, sensitivity to tags may be controlled so that tags that are “unexpectedly” read, in that they are not located within the expected radiation pattern of the antenna  226  and aisle RFID reader  225  yet still are read, may be avoided. For example, the cart  10  may be located on aisle  4 , but unexpectedly is reading tags from adjacent aisles  3  and  5 . Tags from the adjacent aisle are “unexpected” based on the presently determined cart location. To correct for the unexpected tags, the AGC adjusts the attenuation or power of the read signal, such that the tags from the adjacent aisles are no longer read. In another example, the cart  10  may be located on aisle  4 , but is not reading all of the “expected” tags for aisle  4 . In order to correct for the missing, but expected tags, the AGC adjusts the transmitted power until the expected tags, based on the cart&#39;s presently determined location, are read by the aisle RFID reader  225 . The AGC module may particularly be useful for improving accuracy of cart location in areas with higher interference or when many carts are in close proximity. By adjusting transmit power and/or attenuation (i.e., providing automated, real-time, dynamic power control from the RFID reader/antennae), the AGC module provides the additional advantage of conserving power by adjusting the power such that an appropriate and efficient amount of power is used in reading the RFID tags. 
   In testing, it has become clear that as there are more RFID tags broadcasting, it becomes more and more complex to discern whether there is a good transmit and receive from a particular RFID tag among the group. The present system presents a special challenge in that other applications do not use as many readers as close together. The present system has a uniquely high number of RFID readers in close proximity to one another, and the number of readers in close proximity to one another is constantly changing as carts move around. 
   Two things happen when the number of RFID readers in close proximity to another is a large number and constantly changing. First, passive RFID tags become saturated by all the RF energy. Second, each reader becomes saturated by too much interference, resulting in a phenomenon referred to as dense reader mode. Dense reader mode is when multiple RFID readers are broadcasting and receiving RFID information and the resulting RFID read performance is fluctuating and/or decreasing from the available number of RFID tag reads within the useable read range of the RFID tags. Specifically, dense reader mode is a mode of operation that prevents readers from interfering with one another when many are used in close proximity to one another. 
   As discussed previously, it is possible to partially optimize RFID reader performance by increasing or decreasing the gain until an optimal number of tags are detected. However, upon further testing, it has become apparent that additional optimization may be achieved by increasing or decreasing other characteristics in addition to power. For example, in addition to adjusting power up or down, RFID reader performance is optimized by increasing or decreasing the duty cycle (i.e. the transmit on and off time such as broadcast on for 2 seconds, and off for 8 seconds for a 20% duty cycle). Additionally, RFID reader performance may be further optimized by adjusting the antennas themselves. As there is an antenna directed to both sides of the cart (or alternatively, a single bidirectional antenna), each can be adjusted individually such that the antennas (or directions for a single antenna) are not matched, until an optimal number of tags are detected. For example, it is possible to alter the sleep time (i.e., the duty cycle for one antenna or antenna direction as relative to other antenna or antenna direction respectively). 
   Such optimization allows a greater number of readers to function with a limited RF domain. Such optimization also allows a large number of readers to co-exist within a small fixed area, such as in the Point of Sale (i.e. check out) area of a store. 
   In an embodiment, the locationing component is similarly operable to determine the location of a given product relative to the shopping cart  10  based on signals from the read component. The locationing component then displays on the video display  75  the location of the given product in relation to the cart  10 . In an embodiment, the locationing component may comprise software, hardware or a combination of hardware and software operable to determine the location of the shopping cart or a product in the store. The locationing component may, in an embodiment comprise hardware affixed to the cart with software incorporated therein, or may, in an embodiment, comprise hardware affixed to the cart operably coupled with software stored in and/or executed from the ECM  200  or another networked component. In an embodiment, the locationing component may be integrated within the ECM  200 . 
   In an embodiment, the location of the given product in relation to the location of the cart  10  may be graphically displayed on the video display  75  on a floor plan of the store, using an indicator to show the location of the cart  10  on the floor plan of the store and another indicator to show the location of the given product on the floor plan of the store. In an embodiment, the indicators may comprise directional arrows  309 , as will be discussed further below. In an embodiment, the location of the given product in relation to the location of the cart  10  may be described using words relative to a floor plan of the store. For example, such a written direction may be provided in the video display  75  by indicating “You are on Aisle 2, the Product you are looking for is on Aisle 9 to your left.” 
   In an embodiment, the locationing component is operable so as to locate a given product being displayed in an advertisement on the video display  75  relative to the shopping cart  10 . In an embodiment, the locationing component then displays on the video display  75  the location of the product being advertised in relation to the cart  10 . In an embodiment, the location of the product being advertised in relation to the location of the cart  10  may be graphically displayed on the video display, using an indicator, such as an arrow, displayed adjacent to or as part of the advertisement to point towards the location of the product being advertised. In an embodiment, the location of the product being advertised in relation to the location of the cart  10  may be described using words to indicate to the consumer where she may find the product being advertised. For example, in or adjacent to an advertisement for laundry detergent, an indicator reading “Laundry Detergent ahead on the right” may be displayed based on the location of the cart. 
   Referring now to  FIGS. 16 ,  17  and  18 , upon determining the proximity of the cart  10  to any particular tag or tags  303  or  304 , the ECM  200  causes at least one advertisement  306  to be displayed to the consumer  85  on the video display  75 . The advertisement  306  displayed may be selected from a plurality of stored advertisements  307 , and the advertisement  306  may be selected based on the proximity of the cart  10  to a particular tag or tags  303  or  304 . In an embodiment, the plurality of stored advertisements  307  may be stored in the ISS  330 , streamed to the ECM  200  via a wireless LAN (e.g., transceivers  205  mounted in the store communicating with the network transceiver  204  in ECM  200 ), and displayed on the video display  75  according to the location of the cart  10 . In an embodiment, the plurality of stored advertisements  307  may be stored in local memory  202  in the MOD, accessed, and displayed on the video display  75 . When the cart  10  enters a different area of the store and the aisle RFID reader  225  detects different RFID tags  303  or  304 , the location of the cart  10  is updated, and the advertisement  306  is changed to reflect a different one of the plurality of the stored advertisements  307  based on the updated location of the cart  10 . 
   As shown in  FIG. 16 , in an embodiment, the screen  77  of the video display  75  may be divided into a plurality of screen segments  308 , such that one of the plurality of stored advertisements  307  may be displayed in each screen segment  308 . In an embodiment, one of the plurality of screen segments  308  may be designated for display of consumer specific information, such as the running total of the products in the cart  10 , loyalty card or other consumer identifying information, product information pertaining to a specific product recently placed in the cart  10 , and the like. 
   Referring again to  FIG. 16 , an exemplary display of advertising is shown. In an embodiment, a selected number of the plurality of stored advertisements  307  (equal to the number of screen segments  308 ) are displayed in the screen segments  308 . Directional arrows  309  may be provided as an indication to point in the general direction of the advertised product on adjacent shelves. In an embodiment, one screen segment  308   a  may be more prominently sized than the other screen segments  308   b , such that one of the plurality of stored advertisement  307  is displayed in the more prominently sized screen segment  308   a , while others of the plurality of stored advertisements  307  are displayed in the less prominently sized screen segments  308   b . This division of the screen  77  into screen segments  308  may be analogized to advertisements in a newspaper, wherein various of the advertisements may use one half, one quarter, one third of a page, etc. to fill a page with advertisements, and the cost of running an advertisement in each portion of a page may relate to the size of the advertisement relative to the rest of the page, the prominence of the advertisement on the page, the duration of time the advertisement is on the page, or combinations thereof. In an embodiment, the selected plurality of stored advertisements  307  may rotate being displayed on each screen segment  308 , such that the most prominent screen segment  308  displays each of the selected ones of the plurality of stored advertisements  307 , one after another, based on the time each one of the plurality of stored advertisements  307  has been displayed, or based on the location of the cart  10  between the shelves  301  and  302  in proximity to tags  303  and  304 , which may be further correlated to the proximity of the cart to the advertised product on the shelf. 
   Rather than showing multiple advertisements in various screen segments, a single advertisement at a time may be displayed in a screen segment generally reserved for advertising. A multi-tier approach may be used to determine pricing of advertisements when a single screen segment is devoted to advertising, given that the newspaper analogy may not apply. For example, advertising may instead be sold for zones of the store, whether based on what types of products will be shelved there, or based on consumer traffic patterns in the store. For example, pricing may be different and the types of advertisements that will be effective will vary based on whether the advertisement segment is purchased for advertisements to be displayed along high traffic routes such as the front aisle of the store, or the lower traffic areas, such as the pharmacy or deli. Selling advertising based on when and where it will be displayed may permit advertising companies to make decisions to effectively market products even while only one advertisement is displayed at a time in the video display  75 . 
   In an alternative embodiment, no one screen segment is sized more prominently than the other, but rather, a simplified, unique split screen Graphical User Interface (“GUI”) is shown, as is illustrated in  FIG. 21A . The unique attributes of the GUI are associated with cart operation and LCD display position. The GUI provides the consumer with user-friendly easy access to cart functionality while maintaining readability and utility as viewed from the nose-mounted position at the opposite end of the cart from the consumer. 
   The GUI may be adjusting to one of a plurality of user levels, providing basic, intermediate, or advanced functionalities of the enhanced cart  10  based on how the consumer prefers to use the cart  10 . The GUI shown in  FIG. 21A  enables the consumer to access the basic level of functionality, and does not require the use of any identifying information associated with the consumer to carry out the functions. In an embodiment, the video display defaults to the basic level of functionality when the cart  10  is powered on. The basic level of functionality displayed in the menu includes “Find Item,” “Store Specials,” and “View Help,” each of which may be displayed in the form of a button, textual link or the like for selection by the consumer. In the segment below the menu, space is reserved for display of an advertisement that is placed there when so indicated by the ECM  200 , as discussed herein. Upon selection of a menu item, the GUI changes for each functional menu item. 
   Upon selecting “Store Specials,” the GUI reflects the view of  FIG. 21B . In  FIG. 2   1 B, the Store Specials are shown, along with a button or link to show a full screen view of the store specials (which eliminates the space below reserved for display of advertisements), or return to the main menu. If the “Full Screen” is not selected, the space for display of advertisements remains displayed. 
   Upon selecting “View Help,” the GUI reflects the view of  FIG. 21C . In  FIG. 21C , a menu appears that presents to the consumer the choices of “find item,” “store specials,” “price check,” and more, according to the desires of the store for which the cart is configured. A link for a tutorial on the use of the cart  10  may be provided, along with a button or link to return to the main menu. 
   From the “View Help” view of the GUI, when “Find Item” is selected, the GUI provides the view of  FIG. 21D , wherein the user may scroll and select letter or number characters using the five-way navigation device  123 . Additional links for returning to the main menu or viewing a store map may also be provided. The store map provided by the link, as shown in  FIG. 21E , may graphically indicate where in the store the cart is located as well as the location of an item for which the consumer is searching using the “Find Item” feature. 
   From the “View Help” view of the GUI, when “Price Check” is selected, the GUI provides the view of  FIG. 21F , which displays a price (or prices, if a sale price is additionally available, or if a discount price is available for loyalty consumer  85   s ). In the price check view, the consumer may scan a product using the scanner  215 , and the price is displayed. Also, as seen in  FIG. 21F , an advertisement may be displayed in the space reserved for advertisements. The price check feature may be activated via a price check button as described herein. 
   Referring now to  FIG. 23 , an exemplary scrolling menu for a user interface is shown in accordance with embodiments of the present disclosure. In an embodiment, content displayed on the video display  75  is navigated and controlled by way of a scrolling menu  1100 . The scrolling menu  1100  includes a plurality of functions that may be selected, each function represented by a graphical icon  1102   a - d . The scrolling menu  1100  rotates the functions, represented by icons  1102   a - d , as directed by a user, for example when the user indicates an upward scrolling motion, a downward scrolling motion, or sideways scrolling motion with the five-way navigation device  123 . The scrolling menu  1100  may present the functions in a horizontal or a vertical presentation (as shown in  FIG. 23 ), which may be navigated using the relevant directional controls of the five-way navigation device  123 . The scrolling menu  1100  may additionally include indicators of direction  1104  in order to help users determine how to use the directional control to scroll through the scrolling menu functions. In various embodiments, each function may alternatively or additionally be represented by text that easily identifies the function to a user. The text indicating a function may likewise be scrolled around within the scrolling menu. 
   The scrolling menu includes a selection position  1106 , such that when a particular function icon ( 1102   b  as shown) is scrolled into the selection position  1106 , content associated with the function icon is displayed in some or all of the remaining space visible in the video display  75 . The video display  75  dynamically magnifies the content associated with whatever function icon is presently in the selection position  1106 , in order for the user to see and use the associated content to achieve an objective that the function offers. 
   In various embodiments, the selection position  1106  is indicated by an icon  1108  that differentiates the selection position  1106  from the other positions in the scrolling menu  1100 . As shown in  FIG. 23 , the selection position  1106  is indicated by a right-facing arrow (i.e., the icon  1108 ), indicating that the associated content for the function in the selection position  1106  is magnified in the area of the video display  75  to the right of the selection position  1106 . In alternative embodiments, any icon may be used to indicate the selection position  1106 , such as a magnifying glass or other attention-getting graphical icons or text such as the box  1106  shown in  FIG. 23 . 
   In the video display  75 , the available display space may be apportioned into at least two areas, though in various embodiments, the available display space may be apportioned into more than two areas. As shown in  FIG. 24 , in a first area  1200  of the available display space, the scrolling menu  1100  may be presented, while in a second area  1201  of the available display space, content  1110  is displayed, wherein the content  1110  is associated with the particular function presently displayed in the selection position  1106  of the scrolling menu  1100 . As the scrolling menu  1100  scrolls, the content  1110  displayed in the second area  1201  of the display space dynamically changes, preferably as rapidly as the user is scrolling the scrolling menu. As such, when each function icon is within the selection position  1106 , the content  1110  associated with that function is displayed, and the instant that the function within the selection position  1106  changes, so does the content  1110  displayed in the second area  1201 . 
   Thereby, the user is presented with a real-time graphical display that changes according to her wishes and comfort level with using the user interface. For example, an elderly consumer who is not accustomed to using a computer or a first time user of the media enabled shopper cart may scroll the scrolling menu slowly, and the associated content is displayed at the same rate, as she scrolls the menu, affording her as much time as she needs to look at and become familiar with the content. By comparison, a shopper who is more familiar with using the media enabled shopping cart may scroll the menu quickly to use functions that she is already familiar with, and will be displayed the selected feature dynamically, in real time. 
   In embodiments having the available display space apportioned into more than two areas, additional space may be used to display, for example, advertisements, a help function in addition to the function in the selection position, a store map, instructional photographs (for example, a photograph showing the user how to scan a product for a price check), and retailer sales, promotions, or logos. As may be seen in  FIG. 25 , the first area  1200  is used to display the scrolling menu  1100 , the second area  1201  is used to display the content  1110  associated with the function in the selection position  1106 , and a third area  1202  of the available display space is used to display an advertisement, which may be selected based on the location of the cart within the store, or based on historical information known about the consumer&#39;s purchasing habits. 
   The scrolling menu  1100  may include any number of different functions, including, for example, a “Price Check” function, enabling the consumer  85  to scan an item to see the item&#39;s price, a “Store Special” function, enabling the consumer  85  to review (and optionally find on a store map) reduced or special price items, an “Item Finder” function, enabling the consumer  85  to request the location of a particular product, and a “Help” option, enabling the consumer  85  to receive helpful tips for use of the media enabled shopping cart. Additional optional functions may include various service functions, such as an interface with an in-store pharmacy for the consumer  85  to request the status of their prescription or receive notification of prescription availability, an interface with an in-store deli for the consumer  85  to make a deli order or receive notification of order availability, an interface for notification to the consumer  85  of completion of in-store auto servicing, an interface for interaction between the consumer  85  and customer service personnel for services such as rain checks, and other functions for in-store services. 
   Some or all of these functions may be included in the basic level of functionality. In addition to these functions, additional functionality of the cart  10  is available to users who desire to additionally enhance their shopping experience at an intermediate level of functionality and at an advanced level of functionality. At the intermediate level of functionality, the consumer may scan products at the cart  10  using the scanner  215 , view the scanned cart contents and a running total, and remove an item from the cart by scanning an item that has already been placed in the cart  10 . The intermediate level of functionality may be accessed by a consumer by simply starting to use the scanner  215 . To use the intermediate level of functionality, the consumer is not required to identify himself or herself, but may do so using a loyalty card associated with his or her identity, or by simply using a PIN. The consumer has the option to use a consumer created Personal Identification Number (PIN) which is unique to the consumer, but may or may not be associated with any consumer information such as name, address, and the like, in the same manner as a loyalty card identifier. Using a PIN, the consumer may retrieve saved electronic shopping lists, favorite recipes, and nutritional information in some advanced features, but does not have to identify him or herself with a name and address. In an embodiment, the PIN comprises a phone number, optionally with a security code. 
   In an embodiment, the level of functionality selected and the resultant display screens and features made available to a consumer  85  is based upon existing data entered by the user or gathered from previous use of the cart  10  by the consumer  85 . For example, upon scanning of a loyalty card or entry of a PIN, a database may be consulted to determine what level of functionality the consumer  85  has selected or previously used, and then the appropriate functionality and display screens are presented to the user. Such data can be tracked over time and functionality adjusted to correspond to preferences and usage by the consumer  85 . For example, as the consumer  85  becomes experienced in using the system, more detailed information and functionality may be provided to the consumer  85 . Alternatively, tutorials or other help functions may be provided for inexperienced users. 
   At the advanced level of functionality, the consumer may additionally perform a cart level express check out, when products for purchase have already been scanned, view nutritional information and recipes, and view lists according to store departments. The consumer may also create, save, and retrieve electronic shopping lists, and obtain loyalty card prices and promotions. 
   In various embodiments, when the consumer identifies himself or herself to the cart  10  by way of a loyalty card, a consumer privacy notice may be displayed. The privacy notice may be displayed upon the first use of the cart  10  by a particular user who has identified himself or herself by way of a loyalty card, and thereafter, when the consumer identifies himself or herself via a loyalty card, the privacy notice will not be displayed since it has been displayed and accepted by the consumer before. 
   The unique attributes of the GUI are associated with cart operation and LCD display position. The GUI provides the consumer with user-friendly easy access to cart functionality while maintaining readability and utility as viewed from the nose-mounted position at the opposite end of the cart from the consumer. 
   Referring now to  FIG. 24 , when the function icon for “Price Check” is scrolled in the scrolling menu  1100  to the selection position  1106 , content  1110  associated with the price check function is displayed in the second area  1201 . Specifically, the content  1110  may include instructions to a user, either textually or graphically, for how to carry out a price check. In various embodiments, the instructions indicate that to check a price of an item, the consumer  85  presses a particular one of the buttons of the five way navigation device  123 , and scans the item&#39;s UPC code using the scanner  215 . 
   The content  1110  associated with the price check function may additionally include, as shown in  FIG. 24 , a helper icon  1205  to offer the consumer  85  an additional way to seek information, or a tutorial, on the use of the price check function. Although not shown in  FIG. 24 , but discussed above, an advertisement, such as an advertisement for the item for which the price is being checked, another product made by the same company, or a competing product, may be displayed in a third area reserved for advertisements  1202 . 
   Upon a scan of an item by the consumer  85  while the content associated with the price check function is being displayed, the user interface dynamically changes to display the results of the price check, i.e., a price (or prices, if a sale price is additionally available, a discount price if available for loyalty consumer  85   s , or a per unit price) as shown in  FIG. 25 . The results of the price check may be displayed in a full screen, consuming all available display space not used for displaying the scrolling menu, or may be displayed in one area, such as a second area  1201 , while a third area  1202  is used for displaying other content, such as an advertisement for the item for which the price is being checked, another product made by the same company, or a competing product. 
   Additionally, as shown in  FIG. 25 , a Price Check History may be displayed including each item for which the consumer  85  has performed a price check during the particular shopping trip. The Price Check History may be used by the consumer  85  to perform comparison shopping, or to decide which items to keep for purchase, and which items to return to a store shelf. An icon may be provided for clearing the Price Check History. 
   Referring now to  FIG. 26 , when the function icon for “Store Specials” is scrolled in the scrolling menu  1100  to the selection position  1106 , content  1110  associated with the store specials function is displayed in the second area  1201 . Specifically, the content  1110  may include an item description  1401  and a feature price  1402  for each item priced for Store Specials (such as weekly specials). The item description  1401  may include a product name brand (e.g., Pringles™) and type (e.g., Original), as well as a size (e.g., 6 ounces) purchased for the feature price  1402 . In various embodiments, the content  1110  associated with the store specials function may include instructions to indicate that to view a location for a particular item from the list displayed for store specials, the consumer  85  may press a particular one of the buttons of the five way navigation device  123  while highlighted the particular item in which she is interested, and a location of the product relative to the present location of the cart may be displayed in a store map. 
   The list of store specials items may be displayed in a full screen, consuming all available display space not used for displaying the scrolling menu  1100 , or may be displayed in one area, such as a second area  1201 , while a third area  1202  is used for displaying other content, such as an advertisement, which may be selected based on the location of the cart within the store, or based on historical information known about the consumer&#39;s  85  purchasing habits. 
   The content  1110  associated with the store specials function may additionally include, as shown in  FIG. 26 , a helper icon  1205  to offer the consumer  85  an additional way to seek information, or a tutorial, on the use of the store specials function. 
   Referring now to  FIG. 27 , when the function icon for “Find Item” is scrolled in the scrolling menu  1100  to the selection position  1106 , content  1110  associated with the item finder function is displayed in the second area  1201 . Specifically, the content  1110  may include a keyboard  1500  in the second area  1201  and a list of items in store inventory  1502  pertaining to the search may be displayed in a third area  1202 . The graphical keyboard  1500  displayed in the second area  1201  may be navigated by the consumer  85  using the five way navigation device  123 . Specifically, the consumer  85  may use arrow buttons of the five way navigation device  123  to scroll through the letters in the keyboard  1500 , and press the center button or “*” button in order to select a character. Using the keyboard, the consumer  85  may spell out the brand name or the item name for a product. 
   Upon the consumer  85  typing a first letter of the brand name or item name of a sought after product  1508 , the list of items in store inventory  1502  pertaining to the search may be narrowed to items in the store inventory that start with the letter that was typed. For example, as shown in  FIG. 27A , when the letter “T” is entered in the keyboard  1500 , the list of items in store inventory  1502  is narrowed to only items with a brand name or item name in store inventory that start with the letter “T.” Upon the consumer  85  typing a second letter of the brand name or item name of the sought after product  1508 , a narrowed list  1504  of the items in store inventory pertaining to the search may be displayed. For example, as shown in  FIG. 27B , when the letter “A” is entered in the keyboard  1500 , the list of items in store inventory  1502  is narrowed to the narrowed list  1504  to include and display only items with a brand name or item name in store inventory that start with the letter “T” and the next letter is the letter “A.” 
   Likewise, upon the consumer  85  typing a third letter of the brand name or item name of the sought after product  1508 , a further narrowed list  1506  of the items in store inventory pertaining to the search may be displayed. For example, as shown in  FIG. 27C , when the letter “C” is entered in the keyboard  1500 , the list of items in store inventory  1502  is narrowed again to the further narrowed list  1506  to include and display only items with a brand name or item name in store inventory that start with the letter “T,” having the second letter as the letter “A,” and having the third letter as the letter “C,” and so on. The consumer  85  may enter as few or as many letters of the brand name or item name of the product he or she seeks to find, such that if all letters of the name are entered, the list  1502  is narrowed to only the item he or she seeks to find. The consumer  85  may enter fewer than all of the letters of the name, and once the list is narrowed sufficiently to display in the list the sought after item, the consumer  85  may select the item from the list  1502 ,  1504 ,  1506 , or so on. 
   Upon selection of the item from the list  1502 ,  1504 ,  1506 , or so on, the result of the “find item” is displayed, identifying the sought after product  1508 . Specifically, the location of the sought after item  1508  is displayed on a store map  1600  relative to the present location of the cart as shown in  FIG. 28 . The present location of the cart may be indicated with an icon representing the cart  1602 , and the location of the sought after item  1508  may be indicated with an icon representing the item  1604 . In various embodiments, an icon representing “zoom”  1608  may enable the consumer  85  to zoom in on the map for an additional level of detail to find the sought after item  1508 . 
   The content  1110  associated with the item finder function may additionally include, as shown in  FIGS. 27A-C  and  28 , a helper icon  1205  to offer the consumer  85  an additional way to seek information, or a tutorial, on the use of the item finder function. 
   In some embodiments, a link for a tutorial on the use of the cart  10  may be provided, along with a button or link to return to the main menu. In some embodiments, a user may enter a question by way of a keyboard such as that described above with respect to the item finder function, and an answer, if one exists in a database of frequently asked questions, may be displayed. In some embodiments, an index of topics pertaining to frequently asked questions may be displayed, enabling the user to select any one relevant to her question for review. 
   Referring now to  FIG. 29 , a method is shown for navigating the scrolling menu functions with a user interface in accordance with embodiments of the present disclosure. The user interface displays the scrolling menu in the first area of the available display space (block  1700 ). The user interface also dynamically displays in the second area of the available display space content associated with a menu option in the selection position of the scrolling menu (block  1702 ). The term “dynamic display” is intended to indicate that as the scrolling menu is scrolled in any direction (e.g., up and down for a vertical scrolling menu or right and left for a horizontal scrolling menu), the content displayed in the second area is changed at the same rate at which the scrolling menu is scrolled. When each menu option (i.e., a function icon) is within the selection position of the scrolling menu, the content associated with that particular function is displayed, and the instant that the function within the selection position changes (i.e., due to movement of the scrolling menu by the user), the content displayed in the second area is also updated. 
   If the user is scrolling the menu (at block  1704 ), the user interface dynamically updates the content displayed in the second area to show different content (i.e., the content associated with the menu option presently shown in the selection position) (block  1706 ). As described previously, the scrolling menu may be scrolled by the user at any rate, based on the comfort level of the user with the media enabled shopping system. 
   If the user is not scrolling the menu at block  1704 , then if the user is manipulating the content associated with the menu option in the selection position (at block  1708 ), the user interface dynamically displays in the second area the result of manipulation of the content (block  1710 ). 
   In the method described with respect to  FIG. 29 , one menu option of the plurality of menu options may include the price check function. As such, the content associated with the menu option for the price check function dynamically displays a prompt to the user to scan an item at the cart to determine a price for the item, and upon detecting that an item has been scanned, dynamically displays the result of the manipulation of the content, i.e., displays a price for the item. 
   In the method described with respect to  FIG. 29 , one menu option of the plurality of menu options may include the store special function. As such, the content associated with the menu option for the store special function dynamically displays at least one sale item (and preferably a list of the store&#39;s regular specials), and a price for the sale item. Upon selection of a particular sale item by the user to view a location for the sale item (i.e., manipulation of the content), the result of the manipulation of the content is displayed, that is the location for the sale item in a store map. 
   In the method described with respect to  FIG. 29 , one menu option of the plurality of menu options may include the item finder function. As such, the content associated with the menu option for the item finder function dynamically displays an alphanumeric keyboard display, enabling entry of an item name. Upon entry of letters (resulting in dynamic display of valid combinations of the entered letters), and listing products of the valid combinations of the entered letters, and selection of an item from the list by the user (i.e., manipulation of the content), the result is dynamically displayed, that is the location for the entered and selected item in a store map. Generating the list of products of the valid combination of entered letters may include accessing a database of items in the store to display each item containing each letter or number successively entered in the alphanumeric keyboard, narrowing the list of items contained with each letter entered. 
   In the method described with respect to  FIG. 29 , one menu option of the plurality of menu options may include the help function. As such, the content associated with the menu option for the help function dynamically displays a step-by-step explanation of use of the menu option to which the user most recently scrolled. Alternatively, the content associated with the menu option for the help function may display an index of topics for frequently asked questions, and upon selection of a topic from the index (i.e., manipulation of the content), the result is dynamically displayed, that is the answer to the selected topic. 
   With the content associated for each menu option, the user interface may additionally display advertising associated with the content associated with the menu option. In the sense used here, the “associated” advertising may include advertising for an item in the associated content (such as advertising for an item entered in the item finder function associated content), advertising for a competing item (such as advertising for an item that competes with an entered in the price check function associated content), or advertising simply relevant based on the location of the cart within the store. 
   Optionally, prior to display by the user interface, the user interface may generate a prompt to a user to perform an action, such as a prompt to the user that instructs the user to scan a loyalty card. Upon the user scanning a loyalty card, the plurality of menu options available for that user to choose in the scrolling menu may be broadened (if an advanced user), or limited (if a basic user). 
   In various embodiments, a price check may be performed locally, without accessing the store server to obtain a price for a particular item. In such embodiments, as in earlier described embodiments, the consumer  85  scans a product using the scanner  215 . A price database may be maintained locally in the ECM  200  of the cart  10 , such that a price check accesses the local database of prices, rather than obtaining the price wirelessly from the store server. Prices in the price database may be regularly updated, such as each night, or each time a cart is placed in the cart corral, in order for prices to stay up-to-date. Prices may alternatively be updated in real time, by wireless downloads of price changes to the price database at any time. 
   As mentioned above, the scrolling menu  1100  may include a number of different functions, including, for example, enabling a consumer  85  to remotely request and secure a place in a store department&#39;s service queue. In one embodiment as shown in  FIG. 30 , a consumer  85  can navigate the scrolling menu  1100  with the five way navigation device  123  and scroll the store&#39;s deli function icon  310  into the selection position  1106 . Once the deli function icon  310  has been scrolled into the selection position  1106 , the content associated with the deli function icon  310 , including a request for a queue number assignment icon  311  is displayed in some of the remaining space visible in the video display  75 . The consumer  85  may then use the five way navigation device  123  to move the selection position  1106  from the deli function icon  310  to the displayed content associated with the deli function icon  310  and scroll the queue number assignment icon  311  into the selection position  1106  and activate the queue number assignment icon  311  to request a deli queue number  360 . This would be the equivalent of going to the deli and tearing off a paper tag to enter the deli queue. 
   In an embodiment, as shown in  FIG. 30 , when the consumer  85  activates the queue number assignment icon  311 , this authorizes the ECM  200  to generate a queue number request signal with a cart specific identifier  312  that is communicated to a queuing number processor  313  via the network transceiver  204 . The network transceiver  204  is one of a number of electronic queue number-related information receivers employed in this electronic queuing system. Other electronic queue number-related information receivers include a queue number request signal receiver  364 , a queue number receiver  366 , and a queuing system transceiver  368 . Transmit and receive functions may be carried out by separate components or a common component (e.g., transceiver) as will be understood by those skilled in the art. The network transceiver  204  transfers the queue number request signal with a cart specific identifier  312  to the queuing number processor  313  via a wireless link between the network transceiver  204  and the queuing number processor  313 . The queue number processor  313  may be generally analogized to, or recognized as, a typical queue number dispenser that may be found in various automotive, pharmacy, photo lab, and deli service areas. These dispensers, like the queue number processor  313  of the instant disclosure, may be configured to provide hard and/or electronic notice of the queue number place assigned to a requesting customer. Additionally, these devices may be networked so that direct requests for queue positions, e.g., physically pulling a tab from a dispenser, and remote requests for queue positions, e.g., the cart based request described below, may be coordinated and allocated in the most efficient and customer friendly manner. The queuing number processor  313  is configured with a queue number request signal receiver  364  to receive the queue number request signal with a cart specific identifier  312 . The queuing number processor  313  is also configured to generate successive queue number signals with a cart specific identifier  365  in response to queue number request signals  312 . The queuing number processor  313  communicates the queue number signal with a cart specific identifier  365  to the ISS  330  via the queuing number processor transmitter  367  and the store&#39;s WLAN. The ISS  330  receives the queue number signal with a cart specific identifier  365  via its queuing system transceiver  368 . The ISS  330  determines where in the service queue to place the cart  10  associated with the queue number request signal with a cart specific identifier  312 . The ISS  330  is configured with a queue number generator  369  for generating a queue number  360 . The ISS  330  is also configured with a queue number provider  361  that operates to communicate the assigned queue number  360 , to the cart  10  and to the queuing number processor  313 , via the queuing system transceiver  368  and the store&#39;s WLAN. The cart  10  receives assigned queue number  360  by way of the network transceiver  204 . The queuing number processor  313  receives the assigned queue number  360  by way of the queue number receiver  366 . When determining where in the queue to place the cart  10  associated with the queue number request signal with a cart specific identifier  312 , the ISS  330  may consider: the distance the cart  10  has to travel to reach the service queue; the number of requests for queue numbers, both non-remote and direct (e.g., walkups), over a period of time; the items contained on the consumer&#39;s  85  shopping list that has been uploaded onto the cart  10 ; the loyalty or preferred status of the consumer  85 ; allowing for the availability of sufficient and efficient queue numbers for store consumer  85   s  choosing to directly obtain a queue number from the service queue; and any other factors relating to placing the cart  10  associated with the queue number signal with a cart specific identifier  312  into the service queue, other than mere sequential requests for queue numbers. The ISS  330  may also generate and communicate an estimated time to service signal  362  to the cart  10  via queuing system transceiver  368  and the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . The ISS  330  may also generate other queue number-related information  363 , such as the current queue number being served, and communicate that other queue number-related information  363  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . 
   While the above details one embodiment of the remote service queuing functionality of the cart  10 ,  FIG. 31  represents another embodiment whereby the consumer  85  activates the queue number assignment icon  311 , this authorizes the ECM  200  to generate a queue number request signal with a cart specific identifier  312  that is communicated to the ISS  330  by the network transceiver  204  via the WLAN. The network transceiver  204  is one of a number of electronic queue number-related information receivers employed in this electronic queuing system. Other electronic queue number-related information receivers include a queue number request signal receiver  364 , a queue number receiver  366 , and a queuing system transceiver  368 . The ISS  330  receives the queue number request signal with a cart specific identifier  312  by way of the queuing system transceiver  368  and utilizes the queuing system transceiver  368  to query the queuing number processor  313  for a queue number  360 . The queuing number processor  313  is configured with a queue number request signal receiver  364  to receive the queue number request signal with a cart specific identifier  312 . The queuing number processor  313  is also configured with a queue number generator  369  to generate successive queue numbers with cart specific identifiers  322  in response to queue number request signals  312 . The queuing number processor  313  communicates a generated queue number with a cart specific identifier  322  to the ISS  330  via the queuing number processor transmitter  367 . The ISS  330  receives the queue number with a cart specific identifier  322  by way of the queue number receiver  366 . The ISS  330  is also configured with a queue number provider  361  that operates to communicate the assigned queue number  360  to the cart  10  via the queuing system transceiver  368  and the store&#39;s WLAN. The ISS  330  may also generate and communicate an estimated time to service signal  362  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . The ISS  330  may also generate other queue number-related information  363 , such as current queue number being served, and communicate that other queue number-related information  363  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . 
     FIG. 32  depicts another embodiment whereby the consumer  85  activates the queue number assignment icon  311 , this authorizes the ECM  200  to generate a queue number request signal with a cart specific identifier  312  that is communicated to the ISS  330  via the network transceiver  204 . The network transceiver  204  is one of a number of electronic queue number-related information receivers employed in this electronic queuing system. Other electronic queue number-related information receivers include a queue number request signal receiver  364 , a queue number receiver  366 , and a queuing system transceiver  368 . The network transceiver  204  transfers the queue number request signal with a cart specific identifier  312  to the ISS  330  via a wireless link between the network transceiver  204  and the ISS  330 . The ISS  330  communicates the queue number request signal with a cart specific identifier  312  to the queuing number processor  313  via the queuing system transceiver  368  and the store&#39;s WLAN. The queuing number processor  313  is configured with a queue number request signal receiver  364  to receive the queue number request signal with a cart specific identifier  312 . The queuing number processor  313  is also configured with a queue number signal generator  370  to generate successive queue number signals with a cart specific identifier  321  in response to queue number request signals  312 . The queuing number processor  313  communicates the queue number signal with a cart specific identifier  321  to the ISS  330  via the queuing number processor transmitter  367  and the store&#39;s WLAN. The ISS  330  receives the queue number signal with a cart specific identifier  321  by way of the queuing system transceiver  368 . The ISS  330  determines where in the service queue to place the cart  10  associated with the queue number signal with a cart specific identifier  321 , and utilizes the queue number generator  369  to generate a queue number  360 . When determining where in the queue to place the cart  10  associated with the queue number signal with a cart specific identifier  321 , the ISS  330  may consider: the distance the cart  10  has to travel to reach the service queue; the number of requests for queue numbers, both non-remote and direct over a period of time; the items contained on the consumer&#39;s  85  shopping list that has been uploaded onto the cart  10 ; the loyalty or preferred status of the consumer  85 ; allowing for the availability of sufficient and efficient queue numbers for store consumer  85   s  choosing to directly obtain a queue number from the service queue; and any other factors relating to placing the cart  10  associated with the queue number signal with a cart specific identifier  321  into the service queue, other than mere sequential requests for queue numbers. The ISS  330  is also configured with a queue number provider  361  that operates to communicate the assigned queue number  360 , to the cart  10  and to the queuing number processor  313 , via the queuing system transceiver  368  and the store&#39;s WLAN. The ISS  330  may also generate and communicate an estimated time to service signal  362  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . The ISS  330  may also generate other queue number-related information  363 , such as the current queue number being served, and communicate that other queue number-related information  363  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . 
   In yet another embodiment, as shown in  FIG. 33 , the consumer  85  activates the queue number assignment icon  311 , this authorizes the ECM  200  to generate a queue number request signal with a cart specific identifier  312  that is communicated to a queuing number processor  313  via the network transceiver  204 . The network transceiver  204  is one of a number of electronic queue number-related information receivers employed in this electronic queuing system. Other electronic queue number-related information receivers include a queue number request signal receiver  364  and a queuing system transceiver  368 . The network transceiver  204  transfers the queue number request signal with a cart specific identifier  312  to the queuing number processor  313  via a wireless link between the network transceiver  204  and the queuing number processor  313 . The queuing number processor  313  is configured with a queue number request signal receiver  364  to receive the queue number request signal with a cart specific identifier  312 . The queuing number processor  313  is also configured with a queue number generator  369  to generate successive queue numbers with cart specific identifiers  322  in response to queue number request signals  312 . The queuing number processor  313  communicates a queue number with a cart specific identifier  322  to the ISS  330  via the queuing number processor transmitter  367 . The ISS  330  receives the queue number with cart specific identifier  322  by way of the queuing system transceiver  368 . The ISS  330  is also configured with a queue number provider  361  that operates to communicate the assigned queue number  360 , to the cart  10  via the queuing system transceiver  368  and the store&#39;s WLAN. The ISS  330  may also generate and communicate an estimated time to service signal  362  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . The ISS  330  may also generate other queue number-related information  363 , such as the current queue number being served, and communicate that other queue number-related information  363  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . 
   In an additional embodiment, as shown in  FIG. 34 , the consumer  85  activates the queue number assignment icon  311 , this authorizes the ECM  200  to generate a queue number request signal with a cart specific identifier  312  that is communicated to a queuing number processor  313  via the network transceiver  204 . The network transceiver  204  is one of a number of electronic queue number-related information receivers employed in this electronic queuing system. Other electronic queue number-related information receivers include a queue number request signal receiver  364 . The network transceiver  204  transfers the queue number request signal with a cart specific identifier  312  to the queuing number processor  313  via a wireless link between the network transceiver  204  and the queuing number processor  313 . The queuing number processor  313  is configured with a queue number request signal receiver  364  to receive the queue number request signal with a cart specific identifier  312 . The queuing number processor  313  is also configured with a queue number generator  369  to generate successive queue numbers in response to queue number request signals  312 . The queuing number processor  313  is also configured with a queue number provider  361  that operates to communicate the assigned queue number  360 , to the cart  10  via the queuing number processor transmitter  367  and the store&#39;s WLAN. The queuing number processor  313  communicates an assigned queue number  360  to the cart  10  via the store&#39;s WLAN which is received by the cart  10  by the network transceiver  204 . The queuing number processor  313  may also generate and communicate an estimated time to service signal  362 , or other queue number-related information  363 , such as the current queue number being served, to the cart  10  via the queuing number processor transmitter  367  and the store&#39;s WLAN, which is received by the cart  10  by the network transceiver  204 . In embodiments, the queuing number processor  313  may be a stand alone component (e.g., a computer located in a service area), may be part of the ISS  330 , or may otherwise be integrated or networked into a local area network within the store. In various embodiments, the queuing number processor  313  may receive the queue number request signal, generate a queue number, and provide the queue number to the cart. 
   As shown in  FIG. 35 , upon receipt of the assigned queue number  360 , the ECM  200  generates a queue number indicator signal  380  and directs the video display  75  to display a queue number indicator  381  which informs the consumer  85  of his queue number  360 . As shown in  FIG. 36 , in response to the receipt of an estimated time to service signal  362  the ECM  200  generates an estimated time to service countdown timer  385  and directs the video display  75  to display the estimated time to service countdown timer indicator  386  which informs the consumer  85  of the estimated time to service. As shown in  FIG. 37 , the ECM may also generate an estimated time to reach the service queue timer and communicate an estimated time to reach the service queue signal  390  to the video display  75  directing the video display  75  to display an estimated time to reach the service queue timer indicator  391  which informs the consumer  85  of the estimated time to reach the service queue. Additionally, as shown in  FIG. 38 , the queuing system may provide additional information related to the service queues to the ECM  200 , such as information related to the current queue number being served  395 . Upon receipt of this information, the ECM  200  may a generate a current queue number being served signal  396  and direct the video display  75  to display a current queue number being served indicator  397  to inform the consumer  85  of the current queue number being served. The information shown in  FIGS. 35-38  may be shown individually or in various combinations (e.g., sequentially or simultaneously). 
   In the same manner as a position in a deli queue may be secured, positions in a butcher queue, bakery queue, pharmacy queue, automotive services queue, photo queue, or any other service department queue maintained by a store may also be secured. 
   In an embodiment, the cart  10  is additionally operable for various Shelf Management activities, such as, but not limited to, taking inventory, enabling price changes, product reorganization, restocking, returning misplaced products to the proper shelf location, and the like. The shelf management features enabled by use of the cart  10  are used by the retailer to electronically manage product location and pricing in the store. 
   In an embodiment, the aisle RFID reader  225  with antennas  226  may also scan individual products on the shelves  301  and  302  that are labeled with individual RFID tags. In this embodiment, the aisle RFID reader  225  with antennas  226  may scan, identify, and count each individual product by means of the individual RFID tag, and convey this information via the ECM  200 /network transceiver  204  to other network components to be discussed herein in greater detail below, enabling retailers to manage the store inventory to an exacting degree of accuracy on a continuous basis. Furthermore, all or a portion of the aisle tags  303  and  304  may be replaced via products labeled with individual RFID tags, and the system may otherwise function as described herein. 
   The aisle RFID reader  225  and antennas  226  may assist the store management with store planograms and inventory. A planogram is a diagram of fixtures and products that illustrates how and where retail products should be displayed, usually on a store shelf, bin or counter in order to influence consumer selection. Consumer packaged goods manufacturers often release a suggested planogram with their new product, to show how it relates to existing products in the same category, though stores also develop planograms of their own. Because a planogram involves the location of products within the store, the aisle RFID reader  225  and antennas  226  can detect the location of products at the Stock Keeping Unit (“SKU”) level. Many inventory management systems assign a unique SKU for each product and also for its variants, and SKUs are assigned and serialized at the merchant level. 
   In use, when a cart  10  is moved through the store, the aisle RFID reader  225  and antennas  226  scan the SKU assigned to product lines or product bundles on the shelves  301  and  302  that are labeled with individual RFID tags, each RFID tag being associated with a SKU. In this embodiment, the aisle RFID reader  225  with antennas  226  may scan, identify, and locate each product line or bundle by means of the RFID tag, and convey this information via the ECM  200 /network transceiver  204  to other network components to be discussed herein in greater detail below, enabling retailers to locate products throughout the store to manage, update and design the store planogram in an efficient and consistent manner. 
   The cart  10  enables re-mapping of the store. As discussed above, taking the cart  10  through various paths in the store following rearrangement of products will result in the cart  10  reading the RFID tags (e.g., SKU and/or product level tags) marking the new locations of each moved product relative to the anchor RFID tags (e.g., shelf level tags that have not moved), and convey the new locations to the system, such that the location of products in the store readily updated in relationship to the base store map. 
   Additionally, the cart  10  enables inventory that may be performed on an on-going basis with real-time updates for stores that sell products identified at the product level by an RFID tag. When any cart  10  reads no product level RFID tags at a location (marked by an anchor) where products are expected to be, the cart  10  may convey this information to the store system to update the inventory for the products that are no longer filling the shelves where expected. This allows real-time product inventory and restocking. 
   An employee is enabled by the cart  10  to quickly reshelve products that are misplaced, such as when a consumer decides not to purchase a product and leaves it at the Point of Purchase or in a location other than where the product is shelved. By using the shelf management system of the cart  10 , the employee may scan the misplaced product, and according the map, be directed to the location in the store where the scanned product is supposed to be shelved. The employee may even confirm that he or she is putting the product back in the appropriate location by scanning the sticker located on the shelf, because the sticker, usually with a price indicated, is associated with a specific location for a specific product. 
   When the store implements price changes for a list of products, an employee or group of employees usually must go around the store, find all the products with changed prices, and swap out signs and labels, which can be a time consuming task that occurs at regular intervals (e.g., weekly specials). The cart  10  enables an efficient process for dynamically changing prices for products accurately and quickly. 
   Specifically, for the price change process enabled by the cart  10 , price changes, such as for weekly specials and the like, are entered in a database of prices in the store system. An employee may then use a cart in shelf management mode to go throughout the store to change labels. A battery powered, wireless printer may be placed in the cart  10 , such as in the child seat  60 , and operably coupled (e.g., wired or wireless, such as Bluetooth, wi-fi, or infra red) to the ECM  200  for printing new price labels when the cart is located in the right location for a given product. The employee identifies himself or herself to the cart  10  by scanning an employee badge, much like scanning a loyalty card, that enables access to the shelf management features unavailable to consumers. The price changes entered into the database are conveyed to the cart&#39;s ECM  200  from the store system. Based on known locations of the products listed, the cart  10  displays to the employee a map, as shown in the view of  FIG. 22 . The view of  FIG. 22  shows the list of products for which a price change is being implemented, a location of each product on the list, the old price, the new price, and permits the employee to check a product off the list once the price has been changed. 
   The employee moves the cart to the location of a product on the list, and when the employee has found the location of the product, he or she may scan one item of the product to confirm that the shelf location is actually the right shelf location for the product on the list. Once the location is confirmed as correct for the product, the employee prints a new label on the wireless printer placed in the cart, and places the new label with the new price over the old label with the old price on the shelf. Once the new label is in place, the employee checks the product off the list, and the cart  10  conveys to the store system that the price change has been implemented at the shelf level. The store system may then charge the new price at the Point of Purchase, thereby allowing real-time pricing updates. 
   In a large store, or in a store holding many specials such as for a holiday weekend, the process of updating for price changes is greatly sped up using one or more carts  10  as discussed herein. Additionally, the price changes are dynamic, in that they take effect as soon as a new price label is in place on the shelf. With the scanning ability of the cart  10  to confirm that the new price label is being placed in the proper location, price changes are also more accurate than relying on any given employee&#39;s knowledge of product placement within the store. 
   As the consumer checks out (i.e. renders payment) at the Point of Sale  300 , the POS computer  326  (e.g., computerized register) or POS server  325  may record the purchases made by that consumer  85  using that particular cart  10 . The POS computer  326 , the POS server  325 , and other systems such as security systems or consumer loyalty systems may be referred to generically as retailer systems. Retailer systems provide automated, computerized services with respect to consumer or store needs. In an embodiment, retailer systems may comprise components of the overall store network. In an embodiment, retailer systems may be stand-alone functional units operating separately from the store network. In an embodiment, a retailer system may comprise a point of sale system to interact with individual carts or consumers for processing payment at the conclusion of a shopping trip. In an embodiment, a retailer system may comprise a consumer loyalty system for rewarding consumer loyalty with discounts and other advantages, while tracking shopping history for advertising purpose. In an embodiment, a retailer system may comprise a security system for tracking the location of carts within the store or areas outside the store, such as, for example, alerting the store management to the location of carts when abandoned or broken, whether carts have left the store premises or when carts remain in the parking lot to be returned to the store. 
   In an embodiment, the cart  10  includes a cart RFID tag that may be read by a POS RFID reader coupled to the POS server computer  326  or POS server  325 . The cart RFID tag may be located anywhere on the cart, and in an embodiment is located on or in video display  75 , for example in the screen housing  92 ,  93 . In an embodiment, the cart RFID tag is located on or in the video display  75  along with the network transceiver  204 . The POS RFID reader may read the cart RFID tag, thereby identifying a specific cart, for example via the cart RFID tag associated with a serial or identification number. Alternatively, the POS system may use a bar code scanner to scan a bar code on the particular cart that uniquely identifies the cart and correlate the bar code with the serial or identification number. Alternatively, the particular cart may be identified and correlated manually at the POS, for example via entry of the serial or identification number labeled on the cart into the POS computer  326 . The information obtained, both by checkout (e.g., via bar code and/or basket RFID scanning) and/or by the cart  10  during shopping (e.g., via bar code and/or basket RFID scanning), may be correlated to a particular cart (based on the cart&#39;s unique identity) and/or transferred to the ISS  330  and the Host Central Server  340 . Such correlation may occur anonymously, for example, without reference to the identity of the consumer. Such information may further be correlated with a specific consumer, for example via scan or entry of a loyalty card, a pin code, a telephone number, or other consumer identifier. Such information may further be correlated with specific advertising displayed during the particular use of the shopping cart. 
   The basket RFID reader  227  in conjunction with the ECM  200  may have identified and stored the identity of each product placed in the cart  10  during shopping, such that upon approaching the Point of Sale  300 , the POS computer  326  may initiate checkout services based on the products for purchase known to be in the cart  10  by the ECM  200 , as communicated to the POS computer  326  via the network transceiver  204 . Thus, the RFID enablement of the shopping cart and the application of RFID tags at the individual product level will facilitate the shopper&#39;s Point of Sale checkout efficiency. Alternatively, the consumer  85  may use the scanner  215  to scan each product placed in the basket, such that upon approaching the Point of Sale  300 , the POS computer  326  may initiate checkout services based on the products for purchase known to be in the cart  10  by the ECM  200 , as communicated to the POS computer  326  via the network transceiver  204 . 
   In various embodiments, certain features may be additionally available at the Point of Sale. In one embodiment, the cart maintains a running total for items for purchase by the consumer  85  (i.e., the inventory of the cart). The total may be conveyed from the cart to the Point of Sale computer, and confirmed by the consumer  85  for completing the purchase transaction without requiring the inventory of the cart to be scanned over again at the Point of Sale. Upon displaying the cart total from the cart on the Point of Sale computer, the consumer  85  verifies that the amount is accurate, and completes the transaction (i.e., swipes a credit or debit card, completes her check, or provides a sufficient amount of cash). 
   In other embodiments, at the Point of Sale, the actual cart weight for the inventory of the cart is measured and compared for example to the known, expected weight for the inventory of the cart. Specifically, the cart and the contents are weighed and compared to the weight for the cart that is known, and the weight for the contents, known based on the inventory of the cart. A difference between the actual cart weight for the inventory and the known, expected weight indicates a potential problem of theft, and may generate an alert to the store server and/or an employee. 
   Implementing the improvements described herein, an assisted self-checkout may be performed at a “regular” checkout lane (i.e., a Point of Sale computer equipped for purchase transaction). The consumer  85  proceeds with a shopping trip, scanning items for purchase as she goes, and placing the items in her cart. Upon her approach to the Point of Sale, the ECM  200  on her cart communicates the cart inventory and total from the cart to the Point of Sale computer. When consumer&#39;s  85  turn comes to complete the purchase transaction, the consumer&#39;s  85  cart  10  and its contents are weighed. In various embodiments, the cart or an employee may instruct the consumer  85  to remove personal items such as a handbag, as well as any child present in the child seat, in order for an accurate measurement of the weight of the cart and its contents. The actual weight of the cart and its contents are compared to the known, expected weight for the cart and the contents: the weight of the contents is calculated based on known weights for each item sold in the store and the inventory of the cart communicated when the consumer  85  approached the Point of Sale. If the actual weight exceeds the known, expected weight, an alert may be generated to notify store security or a store employee to assist the consumer  85  with removing personal items that should not have been included in the actual weight. In various embodiments, the alert is only generated if the weight difference exceeds a predetermined threshold amount. 
   Upon confirmation of the actual weight relative to the known, expected weight, the Point of Sale computer displays the cart total to the consumer  85  for verification. In an embodiment, the Point of Sale computer asks the consumer  85  “Does the total below equal the total for your cart? If so, press  1 , and if not, press 2 for assistance.” When the consumer  85  selects “2” if the total does not equal the cart total, a store employee may assist in finalizing the purchase, while when the consumer  85  selects “1,” the Point of Sale computer further prompts the consumer  85  to complete the purchase transaction using her preferred method of payment (i.e., a credit card, check, cash, or debit account associated with consumer). The Point of Sale computer accepts the consumer  85 &#39;s payment, provides any cash back requested by the consumer  85 , and the transaction is complete. In embodiments, the entire purchase transaction from the time the consumer  85  enters the Point of Sale transaction is limited only to the amount of time necessary for the consumer  85  to carry out her payment option, with only negligible time used to weigh the cart and contents for comparison and verify the cart total. 
   In use, the consumer  85  may also use the cart for services that in the related art would require the consumer to find a store employee. Via voice commands delivered to the voice activated interface  120  operably coupled to the ECM  200  and the in-store network, the consumer  85  may request the location of a specific product or request information pertaining to a particular product such as nutritional information, whether any specials for that product are available, and recipes that may incorporate a product. By activating the voice activated interface  120  by way of the five way navigation device  123 , the consumer  85  may also contact various in-store services, such as a pharmacy, deli counter, or automotive service station to initiate an order or check on the status of their order. The consumer  85  may additionally contact customer services within the store without waiting in line at a counter, by calling the customer service desk from the voice activated interface, enabling activities such as requesting a rain check or reporting a safety hazard in the store. In other embodiments, the consumer  85  may use the voice activated interface as a means of calling a person or service outside of the store, by using the ECM  200 &#39;s communication abilities to connect to the Internet, enabling Voice Over Internet Protocol (“VoIP”) technology. For example, a consumer  85  may wish to check with their spouse regarding which product to buy or for shopping list products, and may use the VoIP enablement and voice activated interface  120  to call home. 
   Another in-store use is the bar-code scanning. A consumer  85  may choose to scan their own products with the scanner  215  inset into the handle  22  or pod  150 , enabling him to view a running total for the products in the cart  10  for purchase. By scanning the products during the shopping trip using the scanner  215 , the scanner  215  enables the consumer  85  to avoid waiting in the checkout lanes, as the ECM  200  may communicate the products being purchased, the price of each product, and the running total, as well as the value of any coupons used and scanned by the consumer  85  to the POS computer  326  upon arriving at the Point of Sale  300 . Bar-code scanning during shopping, in conjunction with the cart  10  communicating the scanned inventory to the Point of Sale  300 , facilitates more efficient check out services for consumers. 
   In addition to the voice activated interface  120 , the consumer  85  may use a number of the media enhancements of the cart  10  via the five way navigation device inset in the handle  22  or pod  150 . The consumer may press the voice activation button  122  (which preferably is a center button of the five way navigation device  123 ) to activate the voice recognition system as well as to navigate other applications to access certain functions and information on the cart  10  such as product location and other product information. The five way navigation device  123  may be used to maneuver through the menu of options  124  displayed on the video display  75 . 
   As the cart supports voice recognition and additionally connects to the store server wirelessly (and thereby a connection to the Internet is provided to the cart), the cart may be enabled for communication via VoIP. VoIP on the cart offers the ability to call, for example, customer service within the store (for example, to report a spill or ask for assistance), store personnel (i.e. to reach the store manager for a complaint or compliment), and between carts (e.g., for store employees to use in set up, inventory, and the like). In one embodiment, a “call” icon may be provided on the screen of the cart. The user may select the icon either by a voice command or using the five way navigation device, and communicate via VoIP using the wireless internet to the store server, which is tied in turn to the customer service desk or the Internet generally to communicate by VoIP with individuals outside of the store (e.g., call home to check for an ingredient). 
   With the media enhancements, a consumer  85  will have the capability to formulate a shopping list at home on the Internet, forward the list to the store via email, and upon registering with a cart  10  with a loyalty card or other consumer identifier in the store, have their shopping list displayed on the video display  75  and be guided through the store in aisle and product order, showing specials, promotions, and product location for products on their shopping list. 
   In various embodiments, the cart provides the consumer  85  with shopper features to enhance the shopping experience. In one shopper feature, the consumer  85  is enabled to save and name shopping lists. In one embodiment, saving and naming shopping lists may be performed from a web site, while in other embodiments, saving and naming shopping lists may be performed directly on the cart. In further embodiments, saving and naming shopping lists may be performed on a mobile device, such as a handheld computer, a Blackberry™, or a mobile telephone, and transferred to the cart wirelessly, by infrared, or by Bluetooth™ enabled technology. Saved shopping lists may be tied to a user identifier, and retrieved upon scanning a loyalty card or other identifying card. 
   In some embodiments, an additional shopper feature provides a course directing the consumer  85  to each item on the shopping list. A shopping list that comprises, for example, a wedding or baby registry, may include a course providing directions for the consumer  85  to find each item on the list within the store, enabling faster and easier identification of list items for purchase. In various embodiments, the course may be displayed in a graphical representation of the store. In various other embodiments, the course may be generated by displaying at the top of the shopping list the items from the list closest in proximity and in the direction in which the cart is moving, constantly updated as the cart moves. 
   In another shopper feature, the consumer  85  is enabled to email a recipe or a link to a vendor&#39;s web site with a recipe to an email address. The email address may include an email address on file or an email address entered on the cart. In various embodiments, the email address is verified before sending. 
   In another shopper feature, the consumer  85  is enabled to scan and use coupons at the cart, such that the cart total accurately reflects the price discount provided by the coupons during the shopping trip. In such embodiments, the amount of savings for coupons, and identity of coupons and products for which the coupons are used are conveyed to the Point of Sale computer. 
   In another shopper feature, a folder of personalized reminders for the consumer  85  is stored. As with the shopping lists, the folder of personalized reminders may be tied to a user identifier, and retrieved upon scanning a loyalty card or other identifying card. Personalized reminders may include greeting card reminders for birthdays, anniversaries, and other holidays. Personalized reminders may additionally include prescription reminders for an in-store pharmacy. In various embodiments, when a reminder is generated by the cart to alert the consumer  85  with a prescription reminder, the consumer  85  may select the reminder to automatically place the prescription order (i.e., refill) with the in-store pharmacy, and another alert may be provided to the consumer  85  via the cart when the prescription order is ready to be picked up. Other personalized reminders may also be available, such as monthly refills for standard pantry items, pet items, and the like. 
   In various embodiments, any saved personalized items, such as lists or reminders, may be uploaded to the enterprise server, enabling the consumer  85  to access the items in the premises of any retailer that employs the overall system, making the items portable from retailer to retailer, assisting with comparison shopping and easier use of lists without the consumer  85  having to maintain different lists for the various stores where she shops. Furthermore, stored items may be automatically updated in real time when the consumer  85  makes additions or changes. 
   The cart  10 , by way of the media enhancements discussed above captures real-time purchasing behavior at the individual consumer level and provides back end data mining and analytical reporting. The cart  10  captures information that is specific down to the second about the cart  10  and a consumer&#39;s movement and interactions with the cart, and records it for use by retailers and advertisers. For example, consumer shopping patterns may be collected, anonymously if preferred by the consumer, for analysis and use by advertisers, consumer goods manufacturers, and retailers. Retailers may use the cart information for store operations, as discussed herein with respect to shelf management. Additionally, service and maintenance information provides timely information to cart maintenance personnel regarding cart usage and problems. 
   In an embodiment, when the consumer  85  brings the cart  10  to the Point of Sale  300  at the conclusion of the shopping trip, the ECM  200  may communicate data to the ISS  330 , a POS server  325 , a POS computer  326 , or combinations thereof. In an embodiment, the ECM  200  communicates with ISS  330 , which in turn communicates with POS server  325 , which in turn communicates with POS computer  326 , and vice-versa. Typically, the POS server  325  and the POS computer  326  are part of an existing local area network in a given store, and the ISS  330  typically would be added as a new component to the existing local area network upon implementation of the media enabled shopping cart at a particular location. While not required, communication with the ECM  200  may be facilitated by directing such communication through the ISS  330 , rather than directly with ECM  200 . 
   In an embodiment, the cart  10  communicates the identity of the products being purchased to the POS computer  326  or POS server  325  via the ISS  330 , as the identity of each product was obtained during shopping when the consumer  85  scanned the product with the scanner  215  or the basket RFID reader  227  identified the product when it was placed in the cart  10 . Alternatively, the POS computer  326  or POS server  325  may obtain the identity of the products being purchased by the consumer  85  or a store employee scanning the bar code on each product at the Point of Sale  300 . 
   As the consumer checks out (i.e. renders payment) at the Point of Sale  300 , the POS computer  326  or POS server  325  may record the purchases made by that consumer  85  using that particular cart  10  as described herein. The information obtained, both by checkout and by the cart  10  during shopping, may be transferred to/from the ISS  330  and/or the Host Central Server  340 . Using data mining advances enabled by the cart  10  and its media enhancements, advertisers can individually track the effectiveness of advertising and pricing campaigns without compromising the personal identity of the consumer, alleviating privacy concerns of consumer groups. Alternatively, the information can be correlated to a specific consumer, for example via a loyalty card program, where the consumer is agreeable to such. 
   The data communicated by the ECM  200  may include data programmed to its memory, or data collected and stored in the memory over the course of the consumer&#39;s  85  shopping trips (initiated when the consumer  85  first moved the cart  10 ). In an embodiment, such data may include any of the following: 1) the identity of the cart, 2) where in the store the cart has been, 3) which advertisements have been displayed to the consumer using the cart, 4) the length of time spent with each advertisement displayed and the length of time spent in specific areas or aisles of the store, 5) what products are in the cart  10  for purchase, 6) if known (such as from a loyalty card), consumer statistical or demographic data (gender, age, spending and purchasing habits), 7) store traffic patterns such as time, day, period, duration, etc., and 8) cart usage patterns (e.g., number used, typical user, functions accessed, etc.). Such data may be correlated to determine the effectiveness of advertising presented via the media enable cart to the consumer at the point of purchase (i.e., proximate the point in time when the consumer is selecting a particular product to be placed in the basket and purchased). 
   In another embodiment, data includes (I) information captured by the media cart system such as (1) cart specific data such as (a) cart identification, (b) date and time of shopping episode and each activity therein, (c) media cart/retailer user card UPC scanned by a greeter at the time the cart is handed to the shopper and scanned again by the shopper at checkout, at which time the card is returned to the store for use by another consumer  85 , which helps to link information captured by the media cart system with POS data, (d) cart tracking such as location and duration, and (e) cart activities such as product locator, price checks, shopping lists, basket views such as totals, UPC, number of items, etc; and (2) consumer campaigns, ads, promotions such as description of ad/promo, ad/promo reference number, campaign name and reference number, ad/promo start/stop time, ad/promo trigger variables (e.g., location, time, loyalty, non-loyalty), and location in store; (3) Point of Sale (POS) data such as (a) media cart/retailer user card UPC scanned by a greeter at the time the cart is handed to the shopper and scanned again by the shopper at checkout, at which time the card is returned to the store for use by another consumer  85 , which helps to link information captured by the media cart system with POS data, (b) product description including UPC code and manufacturer code, (c) regular product price, (d) purchased product price, (e) basket total, (f) number of items in basket, and (g) check-out lane number with time and date of check-out and transaction log number; (4) Loyalty club data such as (a) loyalty card number, (b) zip code, (c) loyalty shopper purchasing data such as items in basket and size of basket in dollars; and (5) store data such as (a) store address, (b) TDLinx code, (c) latitude and longitude coordinates, and (d) store demographic data such as number of adults/children in household, income bracket, age bracket, ethnic group, home owner or renter, education level, etc. 
   Such data may be used to produce a variety of reports such as (1) shopper segmentation data such as (a) trip size, (b) trip duration, (c) day of week, and (d) time of day; (2) consumer campaign studies such as (a) item purchased, including display location and shelf location, (b) cross-purchase studies, including whether usage idea resulted in brand purchased or other brand purchased, (c) recipe ideas, including whether same resulted in brand purchased or other brand purchased, (d) basket analysis, including trip size impact, category linkage of basket, categories absent from basket, (e) cart tracking of anonymous shopper including types of shopping patterns (day of week, time of day, and duration of shopping episode), perimeter areas visited (duration at perimeter department and items scanned), aisles shopped (duration within aisle and items scanned), displays shopped (duration at display and items scanned), location data inquiries by shopper, nutrition information inquiries by shopper, product pricing inquires made by shopper, replacement of product entries, out of store coupons used, in store coupons used; and (f) loyalty card shopper tracking including types of shopping patterns (day of week, time of day, and duration of shopping episode), perimeter areas visited (duration at perimeter department and items scanned), aisles shopped (duration within aisle and items scanned), displays shopped (duration at display and items scanned), location data inquiries by shopper, nutrition information inquiries by shopper, product pricing inquires made by shopper, replacement of product entries, out of store coupons used, in store coupons used. 
   Such data may also be used for analytical analysis such as (1) location of cart including (a) verification of scanned items, (b) verification of cart after ad stimulus such as whether the cart moved after the ad, whether the shopper purchased the product, and if so when, whether shopper purchased a competing product, and if so comparative data such as price, brand quality, etc., (2) ad viewed in product display location, including verification of scanned item, quantity purchased, and duration of time at display prior to cart moving, (3) ad viewed in cross-usage category including (a) verification of scanned complimentary usage item and (b) verification of promoted brand in ad with usage occasion, for example whether cart moved to featured product location, and (4) whether shopper used product locator feature to find a product in the store, for example a complimentary or featured item. 
   In particular advertising data may be correlated or integrated with sales data to determine the effectiveness of the ad on an anonymous purchaser, or alternatively on an identifiable consumer such as via further correlation of data provided via a loyalty program. Where the consumer is identified, purchasing data may be tracked over time to determine the effectiveness of advertising and to determine whether additional and/or modified advertising is desired. Such correlations may further provide a wealth of useful data such as purchasing patterns based upon consumer demographics; geographic or regional preferences or variations; product placement; ad content, style, timing, etc. For example, reports could be generated indicating store traffic patterns; ad impact; product volume, market share by consumer 85/household/group/store/region, repeat purchases, etc.; consumer purchasing trends (products, dollar amounts, etc.); average size and content of total purchase per time, day, season, etc.; purchases by product category or segment, household, store, region, etc.; consumer survey results; etc. 
   The data mining capabilities of the media enhanced cart  10  described herein enable access to metrics unique to advertising as used in conjunction with the media enhanced cart  10 . The communications features of the cart  10  enable advertisers to remotely download to the ISS  330  (and subsequently to each cart  10 , in some embodiments) changes in advertising. Changes in advertising may be made in response to information obtained through data mining, as discussed herein. The media enhancements described herein enable advertisers to test advertisements in various demographic or geographic groups, and see the effectiveness in an immediate fashion, in that new statistical data is continuously being generated and reported. Such advertising may then be modified as needed and/or rolled out on in a large scale campaign. 
   The media enabled shopping cart system described herein provides a number of advantageous features including the ability to (a) target anonymous consumers with specific product promotions and information at the exact point of purchase and product selection in a retail store aisle; (b) provide specific promotions to loyalty card consumer  85   s  who have opted into the program; (c) provide shopping enhancement tools to the shopper such as store specials, electronic shopping lists, in-store product locator, recipes, nutritional information, and the ability to self scan products to speed checkout; (d) capture cart traffic patterns, cart purchases, interactions with the cart, (e) capture loyalty card consumer shopping and purchasing behavior who have opted into the program, (f) provide precise data mining and analytical reporting, (g) provide retailers with shelf management system to electronically manage product location and pricing in the store, and (h) modify shopper traffic patterns, for example redirecting consumers to low traffic aisles and/or to high margin products. 
   Referring to  FIGS. 4 and 17 , the cart  10  may receive Wireless Local Area Network (“WLAN”) signals including video streams in 802.11x format. In an embodiment, a plurality of wireless access points  320  may be located throughout the store to provide network coverage to each cart  10  located in the store, communicating by way of the network transceiver  204  (e.g., a wireless modem) in ECM  200 . The network transceiver  204  may be located anywhere on cart  10  and is operably coupled to ECM  200 . In an embodiment, the network transceiver is integrated with display  75 , or alternatively is integrated with ECM  200 . Data may be transferred to and from the cart  10  via the wireless link between the network transceiver  204  and the POS Server  325 . Data may be transferred to and from the cart  10  via the wireless link between the network transceiver  204  and the ISS  330 . The ISS  330  may store cart  10  data and act as an intermediary between the retailer&#39;s store systems and each cart  10 . The ISS  330  may also connect over a firewall  332  through a broadband modem/router  333  via a network (in an embodiment, the Internet or VPN  335 ) to a Host Central Server (“HCS”)  340  located at a host company&#39;s hosting facility. Advertising data and media may be transferred at regular intervals, such as daily, between each store&#39;s ISS  330  and the HCS  340 . Data transferred from each store&#39;s ISS  330  may be processed by the host company. In an embodiment, both the ISS  330  and HCS  340  utilize standard Microsoft server configurations or equivalents thereof along with supporting database management tools. 
   The Cart Explorer is an application that runs on the store server that is responsible for keeping track of all of the carts in the store. The Cart Explorer functions similar to Windows Explorer for keeping track of computers in a network or other system browser technology. The Cart Explorer maintains a status of each cart (e.g. systems, processes, etc.) in the fleet via the wireless connection to each cart: the health of each cart, the software version running on each cart, disk space cart has available, the location of each cart, the charging status, and the like. The Cart Explorer enables an individual (such as a trouble shooting employee or an employee trained in the setup and use of the overall system) to find and control each cart remotely, thereby keeping a store running while performing preventative and proactive maintenance. The individual may employ the Cart Explorer to display a selectable icon representing each cart in the fleet, such that when selected, a detailed cart status is magnified. The cart status may include an indication of battery life remaining, an indication of damage detected, and an indication of data corruption. The cart status may also include an indication of a present operating system, an indication of present displayable content, and an indication of a version of each supplemental executable program. The cart status may further include a graphical representation of the location of the cart in a store map. 
   In various embodiments, the Cart Explorer further includes a Cart Pager system. The Cart Pager system allows a particular cart or group of carts to be identified or notified from within an entire pool or fleet of carts. In one embodiment, when a cart is paged from the Cart Explorer, the cart issues an audible page alert, such as a beep. In another embodiment, when a cart is paged from the Cart Explorer, the cart displays a visible page alert, such as a message appearing on the cart screen to notify a user. In various embodiments, the Cart Explorer Cart Pager system may be used to issue a page to just one cart, or all carts in the store. In various embodiments, the Cart Explorer Cart Pager system may be used to issue a page to the computer interface, or to the human interface (i.e., the screen). In various embodiments, the Cart Explorer Cart Pager system may include one way paging or two way paging. 
   In an embodiment, the host company is a parent company for a plurality of retail merchant stores which are networked as described herein. An advertising company or product manufacturer may be granted access to the HCS such that product advertising may be remotely and centrally downloaded to the host company for further dissemination to the various individual stores. Likewise, information such as product information, inventory, advertising effectiveness, etc. may be accessed from the HSC and uploaded by the advertising company or product manufacturer. In this way, an advertising company or product manufacturer may have a centralized access point for the upload and download of advertising or other product data, thereby allowing real-time access and adjustment to business activities based upon the effectiveness of a particular activity. For example, a new advertising campaign can be downloaded remotely to the HCS, disseminated on a large scale or small scale (e.g., a pilot run), and the results of the advertising campaign can be closely monitored in real or about real-time to determine if any adjustments need to be made. 
   The HCS server is operable to coordinate activity between all the various stores, keeping track of all the data from between stores. In various embodiments, a plurality of HCS servers may be implemented. In various embodiments, an HCS server may be dedicated to a particular chain of stores that are commonly controlled. The HCS server manages all data going to the carts (i.e., digital content management, passing ads, recipes, nutritional information, and the like to carts through stores) as well as all the data coming back from the carts (i.e., coordination of shop events). The HCS server keeps track of campaigns, banners, and subcategories for product placement and advertising, as well as the placement of ads and/or content according to Neilson-like categories or retailer defined categories. 
   In an embodiment, the operating system software of the ISS  330  may be based primarily on the Windows Server 2003 Operating System, IIS 6.0 utilizing the .NET Compact Framework, COM+. In an embodiment, the operating system software of the POS Server  325  may be based primarily on the Windows Server 2003 Operating System, IIS 6.0 utilizing the .NET Compact Framework, COM+. It should be understood that specific computing equipment and software are disclosed herein as non-limiting examples, and that equivalent or improved components may be substituted as such become available. 
   In an embodiment, the HCS 340 may comprise one or more of each of the following: a media server, a web server, and a database server. In an embodiment, the one or more media servers may operate on operating system software based primarily on Windows Server 2003 with a DivX Encoder, Media Windows Server, Flash Communications Server, and FTP Service. In an embodiment, the one or more web servers may operate on the operating system software based primarily on the Windows Server 2003 Operating System, IIS 6.0 utilizing the .NET Compact Framework, COM+. In an embodiment, the one or more database servers may operate on the operating system software based primarily on the Windows Server 2003, IIS 6.0 .NET Framework, COM+, SQL Server 2003 (cluster), MS SQLServer 2003, and MS SQLServer 2005. It should be understood that specific computing equipment and software are disclosed herein as non-limiting examples, and that equivalent or improved components may be substituted as such become available. 
   In an embodiment, various components of the system described herein may be located commonly, for example affixed to or integrated with the cart  10 . In an embodiment, various components of the system described herein may be distributed or dispersed over the system as a whole while operably coupled to one another to achieve the functions described herein, for example with one or more components located on the cart and one or more components located on a computing system such as a retailer&#39;s POS system, a LAN, a WAN, etc. Likewise, various components, subsystems, and the like as described herein may be implemented in software, hardware, or both and operable coupled within the system as a whole to perform their intended function as will be readily apparent to those skilled in the art. 
   Methods enabled by the present disclosure include mounting a display on a shopping cart basket as well as performing steps to make or carry out all other attachments, configurations, and embodiments described herein. Further, methods of use of a shopping cart having a basket mounted video display will be readily apparent from the present disclosure. Methods enabled by the present disclosure further include adding or retrofitting media enhancing hardware and software to a shopping cart (e.g., plastic and/or metal), as well as performing steps to make or carry out all other attachments, configurations, and embodiments described herein. Further, methods of use of a media enhanced shopping cart, including data mining, will be readily apparent from the present disclosure. 
   In embodiment as shown in the Figures, a cart  10  is provided having a video display  75  mounted on the nose  45  of the cart  10 . The cart  10  is further enhanced by the addition of a ECM  200 , a voice activated interface  120 , a scanner  215 , a five-way navigation device,  123 , a nose bumper handle  100 , an aisle RFID reader  225  with antennas  226  (looking outward from the cart  10 ), optionally a basket RFID reader  227  with antennas  228  (looking inward on the contents of the basket  20 ), and battery charger contact plates  105  or  230 ,  231 . The voice activated interface  120 , the five-way navigation device  123 , and the scanner  215  are grouped in a pod  150  near the center of the handle  22 , as shown in  FIG. 19 . In an embodiment, the voice activated interface  120  further comprises a push to talk voice activated interface having a hard or soft button on the pod  150  or handle  22  to push to activate the voice recognition feature. The push to talk button may be a dedicated button or may be one or a combination/sequence of buttons, for example on the five-way navigation device  123 . The pod  150  and/or handle  22  may further comprise a price check button, which may be a hard or soft button. Likewise, the price check button may be a dedicated button or may be one or a combination/sequence of buttons, for example on the five-way navigation device  123 . Pushing the price check button allows a consumer  85  to scan an item to determine its price, whereby the item is not added to the basket inventory or shopping total for the consumer  85 . It should be understood that any components described herein as residing in or on the handle  22  can likewise be integrated into the pod  150 , and in an embodiment all functional components positioned on the handle  22  are incorporated into the pod  150 . The aisle RFID reader  225  is integrated with the ECM  200  and antennas  226  are located on either side of the housing  199  of the ECM  200 . The basket RFID reader  227  may be part of ECM  200  with antennas  228  located in the base  76 . The battery charger contact plates are positioned and configured as shown in  FIGS. 6 ,  7 , and/or  12 . 
   More specifically, the base  76  is mounted to the inside of front side wall  28  and conforms to the shape of the nose, for example slightly curved as shown. As shown in  FIG. 19 , the base  76  may extend downward from the front edge  29  along the inside of front side wall  28  and taper downward with the lower edge  83  of the base contacting or about contacting the upper portion of the bottom  21  of basket  20 . A base  76  as shown in  FIG. 19  forms a conduit for communication cables, power cords, etc. from the ECM  200  and/or battery. Such conduit may further extend under the lower edge of the bottom  21  of basket  20 , and may connect with the ECM  200  housing  199 . In an embodiment the conduit and/or base  76  may be integral with the basket  20 , for example molded in plastic. 
   The video display  75  is attached to the basket  20  such that the viewable area  78  is above the interior  54  of the basket. Likewise, the video display  75  is attached to the basket  20  such that the viewable area  78  is in a field of vision  84  of a consumer  85  pushing the cart  10  via the handle  22 . The video display  75  is foldable, and the hinge  79  is positioned about equal to the front edge  29  of the basket  20 . The bottom edge  82  of the screen  77  is positioned about equal to the front edge  29 , and in some embodiments may rest upon the front edge  29  to provide additional support to the screen  77 . For example, the outer bottom edges  98 ,  99  may rest on the front or side upper edges for additional support. As shown in  FIG. 2 , the nose  45  and upper edges may be slightly curved and the bottom edge  82  of screen  77  may be less curved such that the outer bottom edges  98 ,  99  engage one or more of the upper edges in an unfolded position. In a folded position as shown in  FIGS. 5 and 6 , the screen extends at about a 90 degree angle with respect to the base  76  (or alternatively extends within the plane defining the upper edges of the cart), which clears the nose and exterior of the cart for nesting with a second cart while also keeping the interior  54  of the cart clear such that the rear side wall  31  may swing upward into the interior  54  of the basket to receive the front side wall  28  of a third cart. 
   While preferred embodiments of the invention have been shown and described, modifications thereof can be made by one skilled in the art without departing from the spirit and teachings of the invention. The embodiments described herein are exemplary only, and are not intended to be limiting. Many variations and modifications of the invention disclosed herein are possible and are within the scope of the invention. Where numerical ranges or limitations are expressly stated, such express ranges or limitations should be understood to include iterative ranges or limitations of like magnitude falling within the expressly stated ranges or limitations (e.g., from about 1 to about 10 includes, 2, 3, 4, etc.; greater than 0.10 includes 0.11, 0.12, 0.13, etc.). Use of the term “optionally” with respect to any element of a claim is intended to mean that the subject element is required, or alternatively, is not required. Both alternatives are intended to be within the scope of the claim. Use of broader terms such as comprises, includes, having, etc. should be understood to provide support for narrower terms such as consisting of, consisting essentially of, comprised substantially of, etc. The various embodiments and components thereof disclosed herein may be used singularly or in combination with any other embodiment disclosed herein. Throughout the figures, like numbers correspond to like parts. 
   Accordingly, the scope of protection is not limited by the description set out above but is only limited by the claims which follow, that scope including all equivalents of the subject matter of the claims. Each and every claim is incorporated into the specification as an embodiment of the present invention. Thus, the claims are a further description and are an addition to the preferred embodiments of the present invention. The discussion of a reference herein is not an admission that it is prior art to the present invention, especially any reference that may have a publication date after the priority date of this application. The disclosures of all patents, patent applications, and publications cited herein are hereby incorporated by reference, to the extent that they provide exemplary, procedural or other details supplementary to those set forth herein.