Abstract:
A method, system and computer program product for system for drawing consumer attention to selectively broadcast marketing messages, such as advertisements, store events, and coupons, to a wireless computer mounted on a shopping cart in a store is disclosed. The method comprises positioning a short-range transmitter in a predetermined product area in a store and storing one or more marketing messages in said short-range transmitter, wherein said one or more marketing messages are associated with one or more specific products located in said predetermined product area. The method further comprises using an alert signal to notify a user of an availability of said one or more marketing messages and transmitting said one or more marketing messages to a wireless computer.

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 drawing consumer attention to selectively broadcast marketing messages, such as advertisements, store events, 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 set desired in advertisement is targeting a market and focusing the attention of the market on an advertisement. 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 ability to focus the attention of the target market, 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).  
       SUMMARY OF THE INVENTION  
       [0006]     A method, system and computer program product for system for drawing consumer attention to selectively broadcast marketing messages, such as advertisements, store events, and coupons, to a wireless computer mounted on a shopping cart in a store is disclosed. The method comprises positioning a short-range transmitter in a predetermined product area in a store and storing one or more marketing messages in said short-range transmitter, wherein said one or more marketing messages are associated with one or more specific products located in said predetermined product area. The method further comprises using an alert signal to notify a user of an availability of said one or more marketing messages and transmitting said one or more marketing messages to a wireless computer.  
         [0007]     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  
       [0008]     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:  
         [0009]     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;  
         [0010]      FIG. 2  depicts an exemplary environment in which the wireless device with tactile or audio feedback is mounted to a shopping cart in a store;  
         [0011]      FIG. 3  is an exemplary store plan layout in which the present invention may be implemented;  
         [0012]      FIG. 4  illustrates a look-up table that correlates items that have been previously selected by a shopper with other associated products;  
         [0013]      FIG. 5  depicts an exemplary Graphical User Interface (GUI) on the wireless device offering one of the associated products to the shopper;  
         [0014]      FIG. 6  is a flow chart of steps taken in a preferred embodiment of the present invention to provide tactile and audio feedback to a user and to transmit marketing messages; and  
         [0015]      FIG. 7  is a depiction of exemplary uses of a preferred embodiment of the present invention.  
     
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT  
       [0016]     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 .  
         [0017]     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 . A tactile and audio unit  128 , also attaches to I/O bus  114  and provides alert signals to a user via sounds and vibration.  
         [0018]     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.  
         [0019]     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).  
         [0020]     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 , tactile and audio unit  128 , and display  106 , and the server  124  has all features shown for data processing system  100  except for the short-range wireless interface, and tactile and audio unit  128  since server  124  and short-range transmitter/receiver  122  preferably are able to communicate across long distances.  
         [0021]     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.  
         [0022]     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. 2   b,  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 . A tactile and audio unit  128  is included a pocket device  210 , containing an acknowledge button  212 , which is attached to PSD  202  via cable. As one skilled in the art will quickly realize, a tactile and audio unit  128  could, in alternative embodiments, communicate wirelessly with or be integrated within the housing of PSD  202 .  
         [0023]     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 .  
         [0024]     An exemplary use of PSD  202  may be in a retail establishment. As a shopper walks a shopping cart  204  equipped with a tactile and audio unit  210 , which the user carries in a pocket, the tactile and audio unit can send an alert signal to the user by beeping and vibrating when the user nears an item of interest, such as bean soup mix in product area  308   b.  The user can then acknowledge the alert signal, by pressing acknowledge button  212 . After the user acknowledges the alert signal, the user receives a marketing message over active viewing screen  206 . Ideally, the user places items into shopping cart  204  and 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. 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 . The associations in look-up table  400  serve as the basis for marketing messages transmitted to PSD  202 . 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.  
         [0026]     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.  
         [0027]     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 when in the produce section  306 .  
         [0028]     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 . Alternatively, messages can be tied to store events, such as a user&#39;s deli order having been completed, and marketing messages can include additional information about merchandise.  
         [0029]     With reference now to  FIG. 6 , a flow chart of preferred steps taken to provide tactile and audio feedback and transmit marketing messages is shown. After initiator 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 vicinity of 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.  
         [0030]     Next, a query is made (query block  608 ) as to whether a product or other item of interest, which has been selected user nears an item of interest, such as bean soup mix in product area  308   b,  matches one of the selected products  402  in look-up table  400 . If the selected product  402  is not provided in look-up table  400 , then 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.  
         [0031]     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 ).  
         [0032]     Returning to block  608 , if the selected product, matches one of the selected products  402  in look-up table  400 , then the process next moves to block  609 , which depicts server  124  determining whether tactile or audio notice is enabled for providing alert signals through PSD  202  with tactile and audio unit  210 . If tactile or audio notice is enabled for PSD  202  through tactile and audio unit  210 , then the process next moves to block  611 , which depicts PSD  202  transmitting tactile or audio notice through tactile and audio unit  210 . The process then moves to block  613 .  
         [0033]     At block  613 , PSD  202  determines whether tactile or audio notice from tactile and audio unit  210  has been acknowledged by a user by pressing acknowledge button  202 . If the marketing message has not been acknowledged, then the process proceeds to block  615 , in which PSD  202  waits for the user to acknowledge the tactile or audio feedback. The process then moves to block  617 , which depicts PSD  202  determining whether a timeout has elapsed. If a timeout has not elapsed, then the process returns to block  613 , which is described above. If a timeout has elapsed, then the process next moves to block  619 , where a timeout failure is recorded. Following block  619 , or alternatively following determination in block  609  that alert signals using tactile and audio notice are not enabled, or alternatively following a determination in step  613  that an alert signal through tactile and audio notice has been acknowledged, the process then moves to block  610 .  
         [0034]     At block  610  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 ).  
         [0035]     Turning now to  FIG. 7 , a depiction of exemplary uses of the preferred embodiment of the present invention is illustrated. As described with respect to the preferred embodiment of the present invention, marketing messages can consist of multiple message types including the following: a location reminder  702 , offers or coupons  704 , notification that a deli order has been completed or reminder to pick-up a deli order  706 , or merchandise information  708 . Other types of marketing messages, not depicted in the examples of the preferred embodiment illustrated herein, will also occur to those skilled in the art and will fall within the scope and spirit of the present invention.  
         [0036]     As illustrated, the preferred embodiment can provide multiple forms of alert signal, including audio notices  710 , visual notices through active viewing screen  206 , and tactile notices. Audio notices  710  and tactile notices  714  are provided through audio and tactile notification unit  210 . Audio notices  710 , visual notices  712  and tactile notices  714  are used to notify customers in a timely fashion based on current location of the store via single and/or combination of the senses, as depicted at block  716 . These notices allow a user, while pushing a shopping cart  204 , to respond to audio stimuli  718 , which include alert signals from audio and tactile feedback unit  210 , which could take the form of a wired or wireless earpiece. If audible and tactile notification unit  210  is integrated into personal shopping device  202 , then an audible tone from within personal shopping device  210 , which may take the form of a personal scanner or web tablet may also be used.  
         [0037]     Visual stimulation  720  may come from a web tablet screen on personal shopping device  210  or, alternatively, from digital signage of other displays. Tactile and vibration notification alert signals may come from tactile and audible feedback unit  210 , which may take the form of a belt clip device. Alternatively, audible and tactile notification unit  210  may be integrally built into a personal scanner such as personal shopping device  202 .  
         [0038]     The present invention provides the ability to notify a customer of the availability of an item through tactile and audio feedback. Use of tactile and audio feedback allows a tremendous improvement in the shopping experience, because the user is able concentrate on driving a cart or looking at items, rather than being constantly distracted by messages on a view screen. Use of the present invention improves enjoyment of the shopping experience and safety of users.  
         [0039]     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.  
         [0040]     While the invention has been particularly shown as 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. It is also important to note that although the present invention has been described in the context of a fully functional computer system, those skilled in the art will appreciate that the mechanisms of the present invention are capable of being distributed as a program product in a variety of forms, and that the present invention applies equally regardless of the particular type of signal bearing media utilized to actually carry out the distribution. Examples of signal bearing media include, without limitation, recordable type media such as floppy disks or CD ROMs and transmission type media such as analog or digital communication links.