WO2013174983A1

WO2013174983A1 - Registering system

Info

Publication number: WO2013174983A1
Application number: PCT/EP2013/060751
Authority: WO
Inventors: Jo Jørgen STORDAL; Øyvind CHRISTENSEN
Original assignee: POINTMEDIA AS
Current assignee: POINTMEDIA AS
Priority date: 2012-05-23
Filing date: 2013-05-24
Publication date: 2013-11-28
Anticipated expiration: 2014-11-24
Also published as: NO20141545A1; NO20120607A1

Description

Registering system

The present invention relates to a registering system comprising a sensing device for positioning in a shelf or similar in a shop having a number of products positioned in known positions in the shop.

More specifically the present invention is in the technical field of point of sale media and advertising, especially in the technical field of directly measuring user interface with a product, commercial or units where there is need for data concerning users. In marketing it is often difficult to measure the number of passing customers/clients, number of customers/clients, distance to a customer/client and/or interaction in front of a product or shop shelves where a product is sold.

An example showing a known solution is given in US2007/0067203, where a large number of sensors are used for detecting the proximity of a customer and also detect if the customer reaches into the shelves for a product. The system is, however, complicated and relatively large and expensive. Other systems are also known such as US2010/0161422 where the information is recorded at the sales counter and in

US2008/0004953 advertisements are actively adapted to the passing persons.

Other alternatives are both cost demanding and resource demanding. The present invention/product/system is developed to ensure a cost efficient solution to measure customer interaction with a product. The object of the present inventions is obtained as specified in the accompanying claims.

The present invention thus provides a new means for registration of customers/clients or patients passing/crossing by a product in a store through the use of screens in the shops shelves.

The present invention may be accompanied by a solution to configure the system (detection areas, products and device). The accompanied solution makes it easy and workable for shop employees or technicians to quickly configure the system for maximum accuracy.

The present invention may also comprise devices that can communicate with each other to create a triangular "grid" and positioning system and a detection system for smartphones. This can be used for analysis and to tailormake communication with each customer.

The device in the present innovation may also comprise a series of backlights that can show light in different colours. In addition it may also have an odour mechanism for distribution of smells. The innovation has a button and remote link for direct interaction with either the shop personnel or expert sales help.

The present may also include a camera in the front of the sensing device to capture customers demographic profile (female vs male vs family vs thin vs tall etc). The camera can also be used for "remote fitting" of clothes, where the device can display customers with different clothes (on-screen fitting).

Also the present innovation may contain a microphone or sound sensor for recognition of sounds (shopping cart vs. shopping basket, high heels vs. sneakers, female voice vs. male voice, old vs. young etc).

The present innovation may also include ultrasound means for communication and interaction with the customers smartphone, as well as a printer to generate receipts and coupons.

The sensing means may also comprise thermal cameras or thermal sensors for registering customer movements.

The present innovation may also comprise projector or hologram projector to draw attention to the location of the device from a further distance and may also comprise screens that can alter between 2d and 3d viewing to further create attention to the location of the device.

The present system is thus primarily related to a screen and system for customer interaction logging. The screen and system is mainly directed to customers and product interaction in shops but could be used in other areas where commercial interaction is needed such as shops, train stations, airports etc. The screen and system described herein uses screen, sensors, speaker, memory card, battery, power chord, ir receiver, and software. The sensing device to detect motion is movement detection sensors, but could also be IR sensors, sound, RFID, NFC or light sensors. The PD will have an integrated RFID reader to register and interact with RFID, as well as NFC. The screen is placed in a protective case, which holds all the components in a system. When a customer passes the screen a movement sensor detects a customer and turns on a commercial with sound from a SD and/or CF card. An internal clock in the system counts the time the screen is on and interacts with a customer. Time, date, time used in front of the screen and number of passing customers is then written to the SD and/or CF memory card. The SD and/or CF card data can be extracted after a time and analyzed along with the sale report for the product for use in marketing. Since the PD is equipped with motion sensors on the front, back and sides of the device, the device can register when a customer reaches for a product, or reaches for a product located behind (advertised product) or beside the PD (competitor products). A temperature sensor and hydrometer is integrated in the unit for exact measurement of the environment around the unit. The PD unit is designed to also function in refrigerators and cooling counters. The PD will have a 3G/4G, wifi and/or sim card module so information and/or data can be uploaded or downloaded to the unit at any time. This will in turn give valuable information whether the commercial or information played on the unit will generate more sale, as well as give valuable insight in shopper behavior.

The invention will be described below with reference to the accompanying drawings, illustrating the invention by way of examples.

Fig. 1 is a view of a typical screen with movement sensor, speakers and projector of the present invention Fig. 2 is a view of the backside of the present invention

Fig. 3 is a schematic of the data logger system

Fig. 4 is an illustration of the present invention located in a store

Fig. 5 is an illustration of the present invention projecting data/product

information or movies on to the floor.

Fig. 1 shows a drawing of the front of the preferred embodiment of the invention. The invention is typically situated in a casing holding 1 made from plastic, wood, aluminium or composites. The casing holding 1 is rugged, easy to clean and non toxic. On the front panel a large screen 2 is situated in the middle of the casing 1. Two speakers 3, 4 is located on each side of the screen 2 to play music or speech in mono or stereo sound. The two speakers 3 &4 can also be used as microphone to register sound. A motion detector constituting the sensing means 6 is located on the front of the unit and a small projector 5. An IR signal receiver 26 is located on the lower part on the front panel so the present invention can be programmed remotely.

Now referring to fig 2. This shows the backside of the present invention. The backside of the present invention holds several key elements. The casing 1 holds the components in place. Top and bottom of the unit holds led lights 7,8 to illuminate the merchandise behind the unit. A motion detector 11 is located on the top of the unit to detect motion on the top of the unit. A motion detector 10 is located on the left side of the unit to detect motions on the left side of the unit. A motion detector 12 is located on the right side of the unit to detect motion on the right side of the unit to be analysed or logged by a SD and/or CF card 9. The motion sensor may be a 3D sensor or other sensors being capable of sensing movements.

A SD and/or a CF card is shown located inside the sensing device of the present invention, but may be positioned other places in the system, and stores information about time, date, holds information, picture and/or movies to be played. Even smells may be presented for the customer. The present invention may also be equipped with a battery pack 14, which can be used when the unit is not connected by power chord. A power chord inlet 15 is located on the side of the unit so the unit can be powered with electricity from the grid. A mounting bracket 13 is located on the backside of the present invention to be connected to walls, shelves, cardboards and/or other suitable stand or rack. Inside the unit a microprocessor 27 is located, this microprocessor will analyze the information from the sensors and choose if screen 2, speakers 3,4 or projector 5 should be turned on/off. The

microprocessor 27 will also send information to the SD and/or CF card to be logged. A sim card / data link module 28 is placed inside the unit and data can be sent to or from the unit to either change movie to be projected or to extract data concerning customer interaction at a specific time.

Fig 3. Shows an illustration on how the sensor logic will work. Motion sensors 16 and possibly a microphone 17 is connected to the microprocessor 20 and will register motion or sound in front or backside of the unit, this in turn will start a timer to log time/date and visit time in front of the sensing device. When the motion detector 16 or microphone 17 detects movement or sound the microprocessor 20 will start the screen 18, projector 19, light 22 and/or the speakers 17. A timer in the microprocessor 20 will then log time/date, visiting time in front of the unit and motion occurring around the PD. Since the PD is equipped with motion sensors on the backside and sides of the device, the device can register when a customer reaches for a product or reaches for a product located behind or beside the PD. This will in turn give valuable information whether the commercial played on the unit will generate more sale as well as give valuable insight in shopper behaviour. When a motion sensor 16 has detected a specific number of movements the system will generate a warning screen that will let shop employees to refill the product behind the PD.

Referring to fig 4. Showing the PD 24 mounted in a store. The PD 24 is mounted on shelves 23 while products are located behind and on either sides of the PD 24. The movement sensor will detect any motion around the PD unit and thus register a when a person 25 handles a product. The PD 24 will register motion, play commercial or information film on the screen when a shopper 25 passes the unit. The PD 24 will log data from sensors on the unit to be sorted at a later time.

Referring to fig 5. Showing the PD mounted on a shelf, product information and/or a movie is projected on to the floor 29 when the PD 24 detects a customer or a person. The movement sensor will register that a person is nearby and start playing information. If the person interacts with products behind the PD 24 the unit will log the interaction to be extracted at a later time. Thus several aspects are related to the present invention.

- A point of sale media system comprising of a screen, speakers, projector,

memory card, and movement sensors to be placed in a store/shop to measure and analyse the number of passing persons past a specific product.

- A point of sale media system comprising of a screen, speakers, projector,

memory card, and movement sensors to be placed in a store/shop to measure and analyse the number of sales a specific product makes by using pointmedia commercials.

- A point of sale media system comprising of a screen, speakers, projector

memory card, and movement sensors to be placed in a store/shop to interact with customers/people and register motion of a product.

- A point of sale media system comprising of a screen, speakers, projector,

memory card, and movement sensors to be placed in a store/shop for customer interaction logging.

- A point of sale media system comprising of a screen, speakers, projector,

memory card, and movement sensors to be placed in a store/shop to change the advertisement to maximize shopper interaction using information from motion sensors.

- A point of sale media system comprising of a screen, speakers, projector,

memory card and movement sensor with wifi/3G/4G and sim card module.

To summarize the present invention relates to a Registering system comprising a sensing device for positioning in a shelf or similar in a shop. The sensing device comprises sensor means comprising one or more sensors 6,10,11,12,16 for sensing movements in the vicinity of the device. The sensor may be realized in several different ways, and will not be discussed here as it may be regarded as state of the art. Examples of such motion sensors are used for game platforms and may be able to register the direction of movement, as well as speed and time of the movement and possibly the size of the moved object.

The system also comprises a data storage for storing information about the position and type of the products present in the shelves. This way the sensed movements may be registered in relation to the stored positions of the products in the shelves so that e.g. a movement to the upper left of the sensing device is registered as a movement toward a certain product in the shelf. If the sensing device is capable of sensing difference in size of an object, e.g. hand, reaching for a product and the hand returning with the object it is also possible to see if the customer is buying the object.

For advertising or information purposes the device may include a screen, loudspeaker or projector for informing the customer about an object e.g. in the vicinity of the device and may also indicate the objects position. The system registering means should also according the the preferred embodiment of the invention be capable of registering the number of people passing the device, the number of movements related to each products position and the time of the movements so as to provide information for statistical analysis of the customers movements, e.g. for use in later planning of future positioning, combinations and/or choice of products in the shop or the shelf.

The sensing device and registering means as well as other parts of the system may communicate through a wireless system or other means for data communication. The device including batteries and/or being powered through cables.

Several variations of the system according to the invention may be considered, such as including a solution to configure the detection zones, the products and the device as well as the product positions related to the device. When registering a product position a barcode scanner or similar device with a scan button may be connected to the device, and the device is set to "configuration mode". The person responsible of configuration of the device then takes a product out of the shelf while pressing down the scan button. Once the scan button is pressed down the sensors of the device are activated. The device or system saves the physical location of the product and for verification purposes it is also displayed on the device screen. The person then scans the barcode of the product, which is then automatically linked to the physical location and saved. The price of the product is automatically received from the stores retail system, and displayed, possibly on a separate "price screen" on the device. The price can also be injected in the commercial or advertisement being played on the device main screen. This way a simple method is provided for registering and storing the products and their positions relative to each sensing device in the system. Other types of scanners may also be used to identify the products.

The device may have an automatic "optimize planogram" function. The device measures user interaction and product movements and the data is evaluated by the system. This way the fastest selling products is linked to the physical place in the shelf where there is the most user interaction. The store employees can retract this information automatically or manually for optimization of the conversion rate / sales rate for the shelf.

The device may use the sensors to measure the angle of the Shoppers arm, as well as the size of the Shoppers hand and if it is a right or left arm. This information is stored and automatically analyzed so that the height adjustment of the device can be optimized. If the device sense that it is placed to low it will signal to the store employees to move it lower / one shelf down.

The device may also use the sensors to measure the time spent by shop personell to fill up the shelves. Shelf refill requires a lot of time and the main cost driver for retail stores are personnel hours. If personnel hours can be reduced by optimizing and reducing the time spent refilling the shelf it will create a significant cost reduction. According to one embodiment of the invention the device has two screens/ displays. One is like a frame outside the main screen. The main screen displays advertising content for the category (e.g ad for soft drink). The outside screen displays recognizable marks / logos / films / design elements of the preferred brand (e.g a soft drink logo) to stimulate a preference for that product.

The same scanner as is used to configure the detection zones, products and device may also be used for configuration of the content. The person responsible for configuration scans a brand from the category (e.g a certain soft drink for the soft drink category). The device automatically uploads a pre-set "category" film from a library either stored locally or remotely. The person then scans the preferred product to be displayed in the outside screen (e.g another soft drink). The device automatically uploads the advertisement from a library either stored locally or remotely. The person can also decide to use the specific advertisement in the main display.

The device may include a camera or 3D scanner on the front and include analyzing means for using algorithms to analyze the Shopper demographics and eye tracking. It does not save personal information but stores data like height, gender, age etc. This information is stored in the system for analysis purposes and to optimize the displayed content of the screen.

The camera or 3D scanner may also be used to display clothes or accessories. The device may be provided with means for capturing of an image or 3D model of the customer, e.g. a button controlled by the customer. If the customer then grabs or looks at a piece of clothing or an accessory that is already configured in the device detection zone, the screen will display the image of the customer "wearing" that piece of clothing or accessory. If the customer grabs for another one, it will change accordingly. This type of software is commercially available and will not be described in detail here.

The sensing devices may also be equipped with modules that can communicate with each other to measure distance and direction between the devices. The devices creates a "grid" and a triangular positioning system. The devices may also have sensors that register customers cellular devices (smartphones) or other signal tags and the pings from these when searching for wifi networks or other similar signals. These pings tell the distance from the smartphone to the device, and also the device can remember the unique MAC address of each smartphone or the uniqueness of each signal tag. The devices can thus register in many cases if it is a new customer or a frequent customer that is in front of the shelf, or if it is a new signal tag or a frequent signal tag. The devices create heat maps of customers movements inside the store, and can also provide tailor made advertising displayed to distinguish the content between the frequent visitor and the new visitor. The device can also register the movement of similar signal tags that can be attached on shopping carts or other items, either for tracking purposes or guiding purposes to help the customer navigate the premises of the store more efficiently by use of phone apps or similar tools that utilize the location information. As mentioned above the sensing device may be equipped with camera, microphone, speaker, motion sensors and wireless communication tools. The device may also include a button ("help-button") that when pressed, automatically connects the device to remote resources such as store staff or expert sales staff. The store staff can interact with the customer and can use the backlights of the device to direct / help the customer to find the right product.

Claims

C l a i m s

1. Registering system comprising a sensing device for positioning in a shelf or similar in a shop, wherein the device comprises sensor means for sensing movements in the vicinity of the device, the system comprising a data storage for storing information about the position and type of the products present in the shelves, the system also comprising a register means for registering the sensed movements in relation to the stored positions of the products in the shelves.

2. System according to claim 1, wherein the device comprises a screen for showing information related to the products positioned in the vicinity of the sensing device.

3. System according to claim 1, wherein the device comprises a loudspeaker for providing recorded information related to the products positioned in the vicinity of the sensing device.

4. System according to claim 1, wherein the device comprises a projector for projecting visual information on a surface.

5. System according to claim 1, wherein the said sensing means is adapted to register the number of people passing the device.

6. System according to claim 1 , wherein the sensing means is adapted to sense movements in three dimensions, thus registering movements toward said products having known positions, and registering shapes and objects.

7. System according to claim 6, wherein the register means is adapted to register the number of movements related to each products position.

8. System according to claim 7, wherein the system is adapted to present information related to the registered number of movements related to each of said products as well as a registered set of instructions.

9. System according to claim 1, wherein the sensing device and registering means comprises wireless communication means for communicating between them.

10. System according to claim 1, wherein the register also registers the time of the sensed movements.

11. Method for registering products using a system according to claim 1 , the system also comprising a scanning device for scanning identification marks on a product and the sensing device comprising means for sensing movements in three dimensions, thus registering the positions toward which they movements are directed, the method comprising the steps of:

1. scanning and identifying a product

2. sensing and registering the position at which the user positions the product 3. storing said product and its related position in said data storage.

12. Method according to claim 11, wherein step one includes the sensing and registering the shape and outline of a product.