Abstract:
A method and system for transmitting marketing messages, such as advertisements and/or coupons, to shoppers in a store. The marketing messages are transmitted by a low-power line-of-sight transmitter which is positioned in a specific predetermined product area. After determining the identity of a passing shopper, a tailored marketing message is sent to a wireless device being used by the passing shopper. A determination is made as to how long the marketing message was displayed on the wireless device and whether the shopper responded to the marketing message by purchasing a product that is targeted by the marketing message. Since the line-of-sight transmitter is low-power, there is no reflective bleed-over of a carrier signal for the marketing message. Since the marketing message is specifically limited to passing shoppers within a tightly defined area, the assessment of a fee charged to an advertiser for transmitting the marketing message is more exact.

Description:
BACKGROUND OF THE INVENTION  
       [0001]     1. Technical Field  
         [0002]     The present invention relates in general to the field of computers, and in particular to wireless computers receiving signals from short-range transmitting devices. Still more particularly, the present invention relates to a method and system for selectively broadcasting marketing messages, such as advertisements and coupons, to a wireless computer mounted on a shopping cart in a store.  
         [0003]     2. Description of the Related Art  
         [0004]     A key feature desired in advertisement is targeting a market. That is, there is little, if any, short term benefit to the advertiser from sending advertisements to persons who are not likely to purchase the advertiser&#39;s product. This is especially true at the actual time of the purchase, such as in a grocery store or similar retail establishment. To target the buying audience in such an environment, the prior art uses two main types of advertising. The first is the broadcasting of an ad playlist throughout the store. Such a playlist may be as simple as an audio message over the store&#39;s public address system, or may be via high-tech devices such as wireless Personal Digital Assistants (PDAs). Alternatively, ads can be broadcast to PDAs in only in a limited area by using short-range Bluetooth® technology. An example of such ad placement methods is described in U.S. patent application Ser. No. 09/859,359, entitled “Method and System for Providing Targeted Advertising and Personalized Customer Services,” filed by Hind et al. on May 17, 2001, and herein incorporated by reference in its entirety.  
         [0005]     While the prior art provides a certain level of targeted advertising, what is needed is additional refinement to effectively gauge the effectiveness of the advertisements, and to charge the advertiser accordingly. Further, there is a need to tailor the advertisement to products that the user needs or is likely to need, based on the user&#39;s shopping history (both short term as well as long term). Preferably, such a method and system will require minimal user intervention.  
       SUMMARY OF THE INVENTION  
       [0006]     The present invention is thus directed to a method and system for transmitting marketing messages, such as advertisements and/or coupons, to shoppers in a store. The marketing messages are transmitted by a low-power line-of-sight transmitter which is positioned in a specific predetermined product area. After determining the identity of a passing shopper, the transmitter sends a tailored marketing message to a wireless device being used by the passing shopper. A determination is made as to how long the marketing message was displayed on the wireless device before being turned off, if ever, and whether the shopper responded to the marketing message by purchasing a product that is targeted by the marketing message. Since the line-of-sight transmitter is low-power, there is no reflective bleed-over of a carrier signal for the marketing message. Since the marketing message is specifically limited to passing shoppers within a tightly defined area, the assessment of a fee charged to an advertiser for transmitting the marketing message is more exact.  
         [0007]     The marketing message is thus transmitted in real-time to the wireless device via a line-of-sight carrier signal, which is preferably an infrared (IR) signal.  
         [0008]     The above, as well as additional purposes, features, and advantages of the present invention will become apparent in the following detailed written description.  
     
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
       [0009]     The novel features believed characteristic of the invention are set forth in the appended claims. The invention itself, however, as well as a preferred mode of use, further purposes and advantages thereof, will best be understood by reference to the following detailed description of an illustrative embodiment when read in conjunction with the accompanying drawings, where:  
         [0010]     FIGS.  1  illustrates an exemplary computer system in which the present invention can be implemented, either as a wireless device for receiving a marketing message, a transmitter/receiver for communicating with the wireless device, and/or as a server that exchanges data with the wireless device via the transmitter/receiver;  
         [0011]      FIG. 2  depicts an exemplary environment in which the wireless device is mounted to a shopping cart in a store;  
         [0012]      FIG. 3  is an exemplary store plan layout in which the present invention may be implemented;  
         [0013]      FIG. 4  illustrates a look-up table that correlates items that have been previously selected by a shopper with other associated products;  
         [0014]      FIG. 5  depicts an exemplary Graphical User Interface (GUI) on the wireless device offering one of the associated products to the shopper;  
         [0015]      FIG. 6  is a flow chart of steps taken in a preferred embodiment of the present invention to transmit the marketing messages; and  
         [0016]      FIG. 7  is a flow chart of steps taken in a preferred embodiment of the present invention to determine how much to charge an advertiser for marketing messages that are transmitted on the advertiser&#39;s behalf.  
     
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT  
       [0017]     With reference now to  FIG. 1 , there is depicted a block diagram of an exemplary data processing system in which a preferred embodiment of the present invention may be implemented. Data processing system  100  includes a central processing unit (CPU)  102 , which is connected to a system bus  108 . In the exemplary embodiment, data processing system  100  includes a graphics adapter  104  also connected to system bus  108 , for providing user interface information to a display  106 .  
         [0018]     Also connected to system bus  108  are a system memory  110  and an input/output (I/O) bus bridge  112 . I/O bus bridge  112  couples an I/O bus  114  to system bus  108 , relaying and/or transforming data transactions from one bus to the other. Peripheral devices such as nonvolatile storage  116 , which may be a hard disk drive, and input device  118 , which may include a conventional mouse, a trackball, or the like, as well as a bar code or similar reader, is connected to I/O bus  114 .  
         [0019]     Data processing system  100  also includes a wireless interface  120 . Wireless interface  120  is an interface that permits data processing system  100  to wirelessly communicate, preferably via a line-of-sight carrier signal such as a low-power infrared (IR) wave, with another data processing system, such as a short-range transmitter/receiver system  122 , which also communicates with a server  124 . Note that in a preferred embodiment, all communication is tuned down to a low-power level IR, such that there is only line-of-sight communication, such that no wireless communication occurs from reflected or other “bleed over” signals.  
         [0020]     Short-range transmitter/receiver  122  may also include an IDentification Signal Receiver (IDSR)  126 . IDSR  126  is a logic (hardware and/or software) that receives and processes an identification signal from a wireless computer such as a Personal Shopping Device (PSD).  
         [0021]     In a preferred embodiment, the features shown for data processing system  100  are used by the PSD, while the short-range transmitter/receiver  122  uses all features shown for data processing system  100  except for the graphics adapter  104  and display  106 , and the server  124  has all features shown for data processing system  100  except for the short-range wireless interface, since server  124  and short-range transmitter/receiver  122  preferably are able to communicate across long distances.  
         [0022]     The exemplary embodiment shown in  FIG. 1  is provided solely for the purposes of explaining the invention. Those skilled in the art will recognize that numerous variations are possible, both in form and function. For instance, data processing system  100  might also include a compact disk read-only memory (CD-ROM) or digital versatile disk (DVD) drive, a sound card and audio speakers, and numerous other optional components. All such variations are believed to be within the spirit and scope of the present invention.  
         [0023]     Referring now to  FIGS. 2   a - b , an exemplary use of data processing system  100  is shown. Data processing system  100  is depicted as a Personal Shopping Device (PSD)  202 , which is attached to a shopping cart  204 , preferably in a manner that is semi-fixed (i.e., requiring tools to remove PSD  202  from shopping cart  204 , in order to prevent the theft of PSD  202 ). As seen in the top view of  FIG. 2b , PSD  202  has an active viewing screen  206 , which displays a Graphical User Interface (GUI) for displaying data, as well as for receiving inputs (preferably via a touch-screen capability) into PSD  202 .  
         [0024]     An exemplary use of PSD  202  may be in a retail establishment. As a shopper places items into shopping cart  204 , the shopper scans the product using a bar code reader  208 , which reads a Universal Product Code (UPC) bar code from a product selected by the shopper and records the product in PSD  202 . The PSD  202  stores all items that have been scanned and placed in the shopping cart  204  into a list. When the customer checks out, the checker simply downloads the list (with prices) to conclude a shopping transaction.  
         [0025]     Referring now to  FIG. 3 , there is illustrated an exemplary environment in which the present invention may be utilized. Store plan  300  depicts an arrangement of a retail store having multiple pre-determined product areas  308 . Within each product area  308  is a short-range transmitter/receiver  122 . Each short-range transmitter/receiver  122  preferably uses a low-power infrared (IR) carrier signal, such that communication with a short-range transmitter/receiver  122  is only available within the associated pre-determined product area  308  via line-of-sight, and not via reflected or other bleed-over signals. For exemplary purposes, note that store plan  300  may include a meat section  302 , a dairy section  304 , and a produce section  306 , each section also being a pre-determined product area having a short-range transmitter/receiver  122 .  
         [0026]     Referring now to  FIG. 4 , there is depicted a look-up table  400 . Look-up table  400  includes a listing of selected products  402 , associated products  404 , and prices  406 . As will be discussed below, there is some type of logical association between the each of the selected products  402  (which a shopper has previously selected and placed in his shopping cart) and each of the associated products  404 . Furthermore, each of the prices  406  that are associated with one of the associated products  404  can be dynamically changed, as discussed in detail below.  
         [0027]     In a preferred embodiment, associated products  404  are defined and related to a corresponding selected product  402  by an advertiser. For example, consider the situation in which a shopper has placed a bag of chips (shown as a selected product  402 ) in his basket while in pre-determined product area  308   f . When that same shopper reaches pre-determined product area  308   g , a marketing message is sent to that user&#39;s PSD  202  suggesting that he pick up the advertiser&#39;s “Brand X” salsa listed as one of the associated products  404 . That is, preferably the selected product  402  is any brand of that described product, while the associated product  404  is that sold by the advertiser (manufacturer) who is paying for the transmission of the marketing message.  
         [0028]     In another preferred embodiment, associated products  404  are defined by a recipe, such as listed on a package. For example, consider the scenario in which the shopper selects a specific bean soup mix, as shown as one of the selected products  402 . Printed on the packaging for the bean soup mix, and known to server  124 , is a listing of all ingredients that need to be added to the mix, including ingredients that may not be usually kept on hand at the shopper&#39;s home. Thus, when the shopper scans and places the bean soup mix in his shopping cart, server  124 , upon a local IDSR  126  in a short-range transmitter/receiver  122  subsequently detecting that the shopper who chose the bean soup mix is in a particular pre-determined area, will send marketing messages for the needed ingredients. For example, consider when a shopper selects, scans, and places the particular bean soup mix in his basket when in pre-determined product area  308   b . Then, while passing through another pre-determined product area, such as meat section  302 , a suggestion (marketing message) message is sent to that user reminding him to pick up ham hocks for his soup. Optionally, a special price for that shopper alone, may be offered. Thus, the prices  406  can be dynamically modified. Similarly, suggestions are made to the shopper when in dairy section  304  to pick up needed Brand Y cheese and to pick up okra from when in the produce section  306 .  
         [0029]     Referring now to  FIG. 5 , a GUI  500 , displayed on active viewing screen  206  of PSD  202 , is shown as it would appear when the shopper who selected the bean soup mix passes through the meat section  302 . The GUI  500  includes dynamically populated active region  502 , which is populated from a selected product  402  in look-up table  400 . Similarly, active region  504  is populated from associated products  404 , while active field  506  is populated from prices  406 . Active field  508  is populated by the ISDR  126  in a local short-range transmitter/receiver  122 , which, using the shopper&#39;s ID, sends the shopper&#39;s actual name to active field  508 . If the shopper wishes to skip the marketing message at any time, then he clicks (touches the active screen) the skip button  510 . If and when the skip button  510  is clicked, the local short-range transmitter/receiver  122  and the server  124  record this event, and how long the marketing message was displayed in the GUI  500 .  
         [0030]     With reference now to  FIG. 6 , a flow chart of preferred steps taken to display a marketing message is shown. After initistor block  602 , a random marketing message is broadcast (block  604 ) within a short-range predetermined area, such as by one of the short-range transmitters/receivers  122  shown in  FIG. 3 . These random marketing messages are broadcast to any PSD  202  until an identifier (ID) from a PSD  202  is detected by the IDSR  126  in the short-range transmitter/detector  122  (query block  606 ). Preferably, these marketing messages are stored in either the server  124 , or alternatively the short-range transmitter/receiver  122 , which broadcasts the marketing message in real time to the PSD  202 , preferably via a low-power infrared (IR) carrier signal that is only line-of-sight enabled (not capable of being read after reflection, deflection, etc.), thus ensuring that the IR signal is only read within the short-range predetermined area.  
         [0031]     Next, a query is made (query block  608 ) as to whether a product, which has been physically selected and placed in her shopping cart, matches one of the selected products  402  in look-up table  400 . If so, then a marketing message related to one of the associated products  404  is broadcast to the PSD  202  (block  610 ). The length of time that the marketing message was displayed on the GUI in the PSD  202  is determined and stored by the short-range transmitter/receiver  122  and/or the server  124  (block  612 ).  
         [0032]     A query is also made (query block  614 ) as to whether it is the scheduled time for the user identified to purchase an item located with the pre-determined product area in which the short-range transmitter/receiver  122  is located. A shopping history, stored in short-range transmitter/receiver  122  and/or server  124 , for the shopper identified by the ID from the PSD  202 , is accessed. This shopping history includes a periodic schedule of when specific items should be purchased by the shopper. For example, the shopping history may know that the shopper needs to buy a new air conditioner filter every  60  days. If  60  days have elapsed since the shopper purchased her last air conditioner filter, then a reminder message is sent to the PSD  202  (block  616 ), preferably suggesting that the shopper purchase a particular brand and/or model of air conditioner filter. The length of time that this reminder message is likewise stored (block  612 ), and the process ends (terminator block  618 ).  
         [0033]     With reference now to  FIG. 7 , a flow chart is shown of preferred steps taken to calculate a bill for the company on whose behalf the marketing message was sent. After initiator block  702 , the transmission of a particular marketing message (advertisement, coupon, reminder, etc.) for a particular product is detected (block  704 ) by a PSD  202  and/or a server  124 . After the particular marketing message is sent, a determination is made as to whether the product that is the subject of the marketing message was purchased by the shopper who received the marketing message (block  706 ). This determination is made by monitoring the check-out process performed by the shopper at the end of his shopping trip. The advertising manufacturer or distributor of the product promoted in the marketing message is then billed accordingly (block  714 ), with the advertising manufacturer paying more if her product was selected than if not.  
         [0034]     Similarly, by monitoring how long the shopper was within range of the short-range transmitter/receiver, whether another overriding marketing message was sent to that shopper while in the same pre-determined product area, or whether or not the shopper manually ended the marketing message display by clicking a “Skip” button on the GUI, a determination is made as to how long the marketing message was displayed (block  708 ). The charge to the advertiser (producer) of the addressed product is then charged according to how long his advertisement was displayed.  
         [0035]     Similarly, the charge for transmitting the marketing message may depend on how heavy store traffic is in the area in which the marketing message was displayed (block  710 ). This is particularly germane if the marketing message is being transmitted to any PSD  202  within range, regardless of the user ID, if any, of the shopper. Obviously, if the marketing message is being broadcast in a higher traffic area, then the fee to the advertiser is likewise higher as well.  
         [0036]     Similarly, the date and time during which a marketing message made on behalf of an advertiser is determined and stored (block  712 ). Again, this is more germane if the marketing message is transmitted to any PSD  202  within range. If the marketing message is being transmitted during peak shopping times, such as between 5:00 P.M. and 7:00 P.M., then the charge to the advertiser will be higher than for marketing messages that are transmitted to off-peak hours, such as between 10:00 P.M. and midnight.  
         [0037]     After the fee for the transmitted marketing message has been determined and stored (block  716 ), then a bill is generated for each advertiser who used the marketing message transmission service as described herein, and the process ends (terminator block  718 ).  
         [0038]     It should be understood that at least some aspects of the present invention may alternatively be implemented in a program product. Programs defining functions on the present invention can be delivered to a data storage system or a computer system via a variety of signal-bearing media, which include, without limitation, non-writable storage media (e.g., CD-ROM), writable storage media (e.g., a floppy diskette, hard disk drive, read/write CD ROM, optical media), and communication media, such as computer and telephone networks including Ethernet. It should be understood, therefore in such signal-bearing media when carrying or encoding computer readable instructions that direct method functions in the present invention, represent alternative embodiments of the present invention. Further, it is understood that the present invention may be implemented by a system having means in the form of hardware, software, or a combination of software and hardware as described herein or their equivalent.  
         [0039]     The present invention thus provides a simple method and system for not only generating dynamic local advertisement to shoppers, but also for determining the actual or likely effectiveness of the advertisement, and generating an equitable bill based on this determined effectiveness level.  
         [0040]     While the invention has been particularly shown and described with reference to a preferred embodiment, it will be understood by those skilled in the art that various changes in form and detail may be made therein without departing from the spirit and scope of the invention.