Patent Publication Number: US-2003224783-A1

Title: System for providing displays in an outdoors retail area of a retail store

Description:
RELATED APPLICATIONS  
     [0001] This application hereby claims priority to provisional applications 60/379,215 filed on May 8, 2002, and 60/407,498 filed on Aug. 30, 2002. The above-identified provisional applications are hereby expressly incorporated by reference into this application. 
    
    
     
       FIELD OF THE INVENTION  
       [0002] This invention relates to a system for providing an electronic display in an outdoor retail area proximate a retail store. More particularly, this invention relates to a system that provides monitors in an outdoor area that are connected to a control unit via a communications path that is external to and independent from communications path connecting retail systems to other systems inside the retail store.  
       [0003] Problem  
       [0004] In today&#39;s market place, retailers are continuously searching for more effective ways to reach and influence consumers with advertisements and promotions. Outdoor advertising is highly desirable because it reaches mobile consumers when they are at or near retail establishments and more likely to make a purchasing decision based upon the advertisement or promotion. One manner in which the advertisements and promotions are presented is via a video and/or audio broadcast. One particular method is to have a monitor and audio speakers near a point of sale. The monitor provides video programming and the audio speakers provide an audio track for the video programming. The programming may be a news or entertainment show broadcast with promotions or advertisements inserted into the programming as commercials.  
       [0005] In order to provide the broadcasts, retailers have added the monitors and speakers to stations at the point of sale. In order to provide the wiring and power for the monitor and speakers, retailers have used existing conduits and wiring for electronic equipment at the point of sale to provide the wiring for monitors and speakers. This presents many problems. The first and biggest problem is that in order to repair or upgrade the monitors and speakers, all of the electronic components at the retail station must be shut down. All of the components must be shut down in order to work with the wiring for the monitor and speakers. This may cause a loss of sales while the station is not operational.  
       [0006] One particular example of a retail store that may provide broadcast programming at a point of sale is a gasoline station. A typical gasoline station includes a retail store and at least one island of gasoline pumps outside the store. For purposes of this discussion, a gasoline station is any retail outlet that sells gasoline for automobiles outside of the retail store. These may include grocery stores, convenience stores, hardware/ home improvement stores, and conventional gasoline stations. In a typical gasoline station, a monitor and connected speakers are installed in each pump. For purposes of this discussion, a fuel pump includes the pump and the housing that contains the pump and dispenses the fuel. One skilled in the art will also recognize that although a gasoline station is discussed, stations providing other types of fuel including, but not limited, electricity, hydrogen and other petroleum products. Wiring for the monitor and audio speakers are routed through a conduit from the retail store to the pump. The wiring connects the monitor and speakers to a control unit in the store. The control unit is then connected to an antenna in the store that receives signals for the broadcast displays from a network control system that is remote from the retail store. In order to work on the monitor or audio speakers, the fuel pump must be taken out of service.  
       [0007] A further problem with this type of configuration is that in order to provide the broadcast to all consumers a monitor must be mounted to each fuel pump. To allow all users to see the display, a display must be mounted on each side of the dispenser. This adds to the expense of the system since a monitor and speakers are needed for each pump. Furthermore, the sound from the different speakers may cause audio problems due to delays and other broadcast problems. Thus, those skilled in the art of installing such systems desire a system that eliminates the need to have wiring through a conduit for a fuel pump.  
       [0008] Solution  
       [0009] The above and other problems are solved and an advance in the art is made by a display system for a retail store made in accordance with this invention. A first advantage of this invention is that wiring for the display system is separate from wiring for retail stations. This allows the systems to be worked upon independently from one another. A second advantage is that monitors and speakers may be placed anywhere without regard to the placement of retail stations. This allows the least amount of monitors and speakers to be used in order to provide the broadcast to the greatest number of consumers.  
       [0010] In accordance with this invention, the system provides broadcast displays to a retail area outside a retail store. The system includes an antenna, a control unit, and a display. The display is communicatively connected to the control unit via a communications path that is external to a conduit connecting a retail station to control systems inside the retail store. The antenna receives signals, such as RF signals, transmitted from a network control unit. The received signals are then transmitted to the control unit. The control unit receives the signals and generates display signals from the signals. The display signals are then transmitted to the display that generates a display from the display signals. The display may be a monitor and audio speakers. In one embodiment of this invention the retail store is a gasoline station and the retail station is a fuel pump.  
       [0011] In some embodiments in accordance with this invention, the antenna may be located in various locations. In one embodiment, the antenna may be proximate the retail area. This means that the antenna is placed in any location close to the retail area that is suitable for location of the antenna in order to receive signals. In a second embodiment, the antenna may be atop a canopy covering said retail area.  
       [0012] The display may be mounted in various positions in accordance with this invention. In one embodiment, the display may be placed on a column between retail stations. In another embodiment, the display may be mounted to an under side of a canopy covering the retail area. In another embodiment, the display is mounted in a position that allows consumers from more than one retail area to view the display. In other embodiments, the display is mounted in a manner that the display may be viewed from angles of no more than one hundred and twenty degrees. In still another embodiment, the display may be mounted at position that is substantially perpendicular to a line of site between a consumer and the retail station.  
       [0013] In some embodiments, a retail interface may be mounted proximate or within the retail station. The retail interface receives purchase information, such as credit/debit card information from a user. A second communications path communicatively connects the retail interface to the control unit. The control unit then can be used to transmit said purchase information via the antenna to the network control unit. The network control unit may then authorize the transaction and transmit the approval back to the control unit of the system.  
       [0014] In accordance with this invention, the communications path between the display and the control unit may include a power line for providing power to the display. The control unit may then include an uninterruptible power supply that provides power to the display. The control unit may also activate or deactivate a display by providing power or by transmitting signals to the display.  
       [0015] In a preferred embodiment, the control unit is a computer system or other processing unit. The control unit receives signals from said antenna and converts the signals to display signals. The control unit may determine whether the signals include an address of the control unit and only convert the signals to display signals responsive to a determination that the address of the control unit is included in the signals. The converted display signal may be stored in a memory for later use. The control unit may then transmit the display signals to the display at a specified time. The control unit may also activate and deactivate said display at specified times. In other preferred embodiments, the control unit may include a circuit breaker connected to a power supply of the display.  
       [0016] In some embodiments, the system may include a distribution amplifier in the control unit. This may allow a plurality of displays to be affixed proximate to retail stations in an area to be connected to the control unit via communication paths external to paths connecting the retail stations to systems inside the retail store. The distribution amplifier generates display signals for each of the plurality of displays. The display signals may include video signals and audio signals.  
       [0017] In a preferred exemplary embodiment the distribution amplifier is a twisted pair distribution amplifier. In order to receive signals from the distribution amplifier, each display includes a twisted pair receiver in this exemplary embodiment. In this embodiment, each display also includes a monitor and an audio speaker. The twisted pair receiver splits the display signals into audio and video signals. The audio signals are then transmitted to the audio speakers and video signals are transmitted to the monitor.  
       [0018] In accordance with this invention, the system may also include a network control unit that is remote from the retail store. The network control unit transmits the signals received by the antenna. In preferred embodiments, the network control unit is a computer system or other processing unit. The network control unit executes instructions that generate the signals and transmit the signals. The generation of the signals may include inserting an address of the control unit to receive the signals. Preferably, this address in an Internet Protocol (IP) address. 
     
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
     [0019] The above and other features and aspects of this invention are described in the description given below and the following drawings:  
     [0020]FIG. 1 illustrating a prior art system for providing displays at a service station;  
     [0021]FIG. 2 illustrating a system for providing displays at a gasoline station in a preferred exemplary embodiment of this invention;  
     [0022]FIG. 3 illustrating a system for providing displays at a gasoline station in accordance with a second exemplary embodiment of this invention;  
     [0023]FIG. 4 illustrating a system for providing displays at a “drive-thru” area of a fast food restaurant in accordance with a third exemplary embodiment in accordance with this invention;  
     [0024]FIG. 5 illustrating a view of a display mounted on a column in accordance with this invention;  
     [0025]FIG. 6 illustrating components of a control unit in accordance with this invention;  
     [0026]FIG. 7 illustrating a processing system in the control unit in accordance with this invention;  
     [0027]FIG. 8 illustrating a network control unit in accordance with this invention; and  
     [0028]FIG. 9 illustrating a top view of a display mounted on a support column proximate a fuel pump. 
    
    
     DETAILED DESCRIPTION  
     [0029] The following description of exemplary embodiments of this invention is not intended to limit the scope of the invention to these embodiments, but rather to enable any person skilled in the art to make and use the claimed invention.  
     [0030]FIG. 1 illustrates a prior art system  100  for providing broadcast displays in a retail area outside of a retail store. For purposes of this discussion, the following definitions are used. A retail store is a building or other structure enclosing a primary retail area that houses the primary electronic systems for providing a retail sales. Examples of retail stores include, but are not limited to a convenience store at a gasoline station, a fast food restaurant, a hardware store and a home improvement store. A retail area outside of the retail store is an area that may be open or partially enclosed outside the store enclosure where products are sold. Examples of retail areas include, but are not limited to an island of fuel pumps at a gasoline station, a “drive thru” at a fast food restaurant, and a gardening area at a hardware or home improvement store. A retail station is a point of sale in the retail area outside the retail store. Examples of retail stations include, but are not limited to, a fuel pump in an island, a menu/speaker system in a “drive thru”, and a cash register in a gardening center.  
     [0031] Prior art system  100  includes display  135  in each fuel pump  130 . The display may include a monitor and audio speakers. The displays are connected to a control unit  110  via communications path  120 . One skilled in the art will recognize that communications path  120  may include one or more wires for providing video data to a monitor and audio data to audio speakers. Communications path  120  is included in a conduit  125  connecting fuel pumps to systems in retail store  115 . Control unit  110  is either inside or proximate store  115 . Control unit  110  is connected to antenna  105 . Antenna  105  receives signals from a network control unit (not shown). The signals include broadcast data including video and audio data. Control unit  110  receives the signals and extracts the video and audio data from the received signals and transmits the video and audio data to display  135  via communications path  120 . The problem with this configuration is that any repairs to a display  135  requires that fuel pump  130  be shut down.  
     [0032]FIG. 2 illustrates a first exemplary embodiment of this invention. One skilled in the art will recognize that any combination of configurations of the various exemplary embodiments may be used to provide a system in accordance with this invention. In system  200 , control unit  210  and antenna  205  are located proximate the fuel pump island and remote from store  215 . This allows communication path  220  connecting displays  235  to control unit  220  to be external to the communication path  225 , i.e. wiring, connecting fuel pumps  230  to systems inside retail store  215 . Furthermore, the wiring for power of displays  235  may be separate power supply from fuel pumps  230 . Thus, fuel pumps  230  do not have to be shut down in order to work on system  200 .  
     [0033] Control unit  210  is preferably housed in an enclosure that is weather proof and tamper resistant. This may be a plastic enclosure or an enclosure made of another weather resistant material. The housing preferably includes an opening that prevents leakage of moisture into the container. The opening allows access to the components of control unit  210 .  
     [0034] Furthermore, display  235  does not have to be placed inside of fuel pump  235 . In this embodiment, displays  235  are mounted on support columns  245  of a canopy  250  over the fuel pump island. One skilled in the art will recognize that this also allows the number of displays to be reduced as users on both sides of a fuel pump  230  may view one display.  
     [0035] This embodiment may also have a retail interface  240  connected to the control unit  210  via a communications path  220 . The retail interface  240  is a credit card reader that receives payment information and transmits payment information to control unit  210 . Control unit  210  then communicates with an authorization system (not shown) via antenna  205  to receive authorization of the transaction.  
     [0036] Retail interface  240  may also be a system that reads a “club card” of a consumer to provide the consumer coupons or other offers from a retail outlet maintaining the “club card.” Alternatively, the retail interface may be an RF device that communicates with a PDA or other device via RF signals. Interface  240  may then receive or transmit advertisements and promotions to the consumer device.  
     [0037]FIG. 3 illustrates a second exemplary embodiment of this invention. In system  300 , antenna  305  and control unit  310  are mounted atop canopy  350  covering the fuel pump island that includes fuel pumps  330 . In this embodiment, displays  335  are mounted to an under side of canopy  350  at angles allowing viewers on either side of fuel pumps  330 . Displays  335  are connected to control unit  310  via communications paths  320 . One of ordinary skill in the art can set the angles and exact positions of displays  335  under canopy  350  in a manner to be viewable by the greatest number of viewers. Communications paths  320  are external to conduit  325  connecting fuel pumps  330  to systems inside retail store  315 .  
     [0038]FIG. 4 illustrates another exemplary embodiment of this invention. In system  400 , the display is provided along path  450  for a drive through window of restaurant  415 . Display  435  is located proximate a menu and intercom system used for receiving orders from a driver. Preferably, display  435  is angled with respect to path  450  to allow at least one driver in an automobile in line along path  450  to view the display. Display  435  is connected to control unit  410  via communications path  420 . Control unit  410  is then connected to antenna  405 . Control unit  410  and antenna  405  may be placed anywhere within reasonable proximity to display  410  that facilitates easy access to control unit  410  and easy connection to display  435 . One skilled in the art will recognize that although one display is shown in FIG. 4 any number of displays may be placed along path  450 .  
     [0039]FIG. 5 illustrates a preferred display  500  mounted to a support column  550 . Display  500  includes a monitor  505  and audio speakers  510 . A mounting brace  520  is affixed to at least an underside of display  500  or may be connected to a backside of display  500 .  
     [0040] Monitor  505  is preferably placed in a manner that it may be easily seen from an angle of at one hundred and twenty degrees from the plane of the viewing surface. Monitor  505  is also preferably a Liquid Crystal Display (LCD) panel incorporating amorphous silicon Thin Film Transistor (TFT) and backlight. A screen faceplate of monitor  505  includes an anti-glare polycarbonate. The faceplate may also be hardened and scratch resistant.  
     [0041] Monitor  505  also preferably has a 15-inch diagonal size for viewing of the image at a distance of 3 to 10 feet. Monitor  305  should also have a 30 ms response time to prevent image ghosting or other distortions.  
     [0042] Display  500  may also include a receiver for separating video and audio data. The video data is then transmitted from the receiver to monitor  505  and the audio data is transmitted from the receiver to the audio speakers. Preferably, the receiver is a twisted pair receiver to operate in conjunction with a twisted pair distribution amplifier in the control unit.  
     [0043]FIG. 9 illustrates a top view of a monitor  902  affixed to a support column  905  that is proximate a fuel pump  910 . As can be seen from FIG. 9, users  915  and  920  on opposing sides of fuel pump  910  have a viewing angle or line of sight that substantially perpendicular or ninety degrees from the display surface of the monitor  902 . Preferably, monitor  902  is mounted in a position that allows a person that has a line of sight that is substantially one hundred and twenty degrees with respect to the viewing surface to view the monitor. One skilled in the art will recognize that the height and angle of the mounted monitor  902  may be changed and still comply with these line of sight preferences.  
     [0044]FIG. 6 illustrates a block diagram of components in a preferred control unit  600 . Control unit  600  includes a transceiver  605  connected to an antenna via path  606 . Transceiver  605  converts signals received from antenna into signals readable by processing system  615  and converts signals from processing system  615  into transmission signals. Transceiver  605  connects to processing system  615  via path  607 .  
     [0045] Processing system  615  is computer or other processing device that executes instructions to provide the applications of control unit  600 . A complete description of the components of processing system  615  is given below. Processing system  615  receives signals from the antenna and generates display signals. The display signals may include video and/or audio data. The display data may then be directly transmitted to displays or stored for later transmission to the display at a specified time. Processing system  615  may also activate and/or deactivate at specified times. Processing system  615  may also look for an address in the signals received from the antenna to determine whether the signals are intended for processing system  615 . Preferably, the address is a MAC address that is commonly used in network communications.  
     [0046] Control unit  600  also includes an uninterruptible power supply  610 . uninterruptible power supply  610  provides power to control unit  600  and the display even during a loss of power received from a connected power supply (not shown). Preferably, control unit  610  is connected to a standard 110-volt alternating current system that is incorporated into the outdoor retail area. Circuit breakers  620  provide power to the displays and prevent power to display during a short or while the display is being repaired or otherwise modified.  
     [0047] Distribution amplifier  625  receives display signals from processing system  615  and splits the signals from transmission to multiple display. The split display signals are then transmitted to the displays via paths  626 - 629 . In a preferred embodiment, distribution amplifier  625  is a twisted pair distribution amplifier that provides video and audio signals to each of the displays.  
     [0048]FIG. 7 illustrates an exemplary embodiment of a processing system  700  that may be used in processing system  615  of FIG. 6. However, the exact configuration and devices connected to a processing system  615  may vary.  
     [0049] Processing system  700  has a Central Processing Unit (CPU)  701 . CPU  701  is a processor, microprocessor, or any combination of processors and microprocessor that execute instructions stored in memory to perform an application. CPU  701  is connected to a memory bus  703  and Input/Output (I/O) bus  704 .  
     [0050] A non-volatile memory such as Read Only Memory (ROM)  711  is connected to CPU  701  via memory bus  703 . ROM  711  stores instructions for initialization and other systems command of processing system  700 . One skilled in the art will recognize that any memory that cannot be written to by CPU  701  may be used for the functions of ROM  711 .  
     [0051] A volatile memory such as Random Access Memory (RAM)  712  is also connected to CPU  701  via memory bus  704 . RAM  712  stores instructions for all processes being executed and data operated upon by the executed processes. One skilled in the art will recognize that other types of memories such as DRAM and SRAM may also be used as a volatile memory and that memory caches and other memory device (not shown) may be connected to memory bus  704 .  
     [0052] Peripheral devices include, but not limited to, memory  721 , display  722 , I/O device  723 , and network connection device  724  that are connected to CPU  701  via I/O bus  704 . I/O bus  704  carries data between the device and CPU  701 . Memory  701  is a device for storing data unto a media. Some examples of memory  721  include read/write compact discs (CDs), and magnetic disk drives. Display  722  is a monitor or display and associated drivers that convert data to a display. I/O device  723  is a keyboard, a pointing device or other device that may be used by a user to input data. Network device  724  is a modem or Ethernet “card” that connects processing system  700  to a network. In a processing system  615  network device  724  may be the transceiver  605  shown in FIG. 6. One skilled in the art will recognize that exact configuration and devices connected to each processing system may vary depending upon the operations that the processing system performs in the network.  
     [0053]FIG. 8 illustrates a network control system  800  that transmits the signals to a system in accordance with this invention. Network control unit  800  includes an antenna  805  that transmits signals. Antenna  805  is connected to transceiver  815  via path  810 . Transceiver  815  converts signals received via antenna  805  into signals readable by processing system  825  and signal from processing system  825  into signals transmittable by antenna  805 .  
     [0054] Processing system  825  is a computer or other processing system that executes instructions to provide the applications of processing system  825 . This application includes generating display signals, verifying payments, and including addresses of control units into transmissions. Processing system  825  is a processing system, an example of which is given in FIG. 7.  
     [0055] The above teaches exemplary embodiments of this invention. It is envisioned that those skilled in the art can and will build alternative systems that infringe on this invention as set forth below either literally or through the Doctrine of Equivalents.