Retail Display Processor for Targeted Advertising via Computer Vision
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Solution Overview
Problem
Existing electronic shelf tags face limitations in providing dynamic and targeted cross-promotional messages due to noise and signal impairments in wireless links, and they may not always be able to gather accurate and timely demographic information about prospective purchasers.
Innovation Solution
The system combines digital price tags with interactive customer input and proprietary in-store data analysis to dynamically display advertising for second products based on consumer demographics, using a network-connected display processor that determines relevant advertising for consumers based on their input and historical data.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If RFID tags are used to track prospective purchasers and provide dynamic cross-promotional messages, then targeted advertising capability is improved, but the system becomes vulnerable to noise and signal impairments in wireless links
Solution Approach 1:
The patent introduces an intermediary system consisting of cameras, computer vision algorithms, and data processing infrastructure that mediates between the need for customer tracking and the unreliable RFID wireless links. This intermediary system captures visual data, processes it through image recognition, and delivers targeted advertising content without relying on direct wireless communication with RFID tags, thereby resolving the reliability issue while maintaining adaptability.
2Adaptability or versatility
If RFID tags are carried by prospective purchasers for tracking, then dynamic cross-promotional advertising is enabled, but the system fails when purchasers do not carry their tags
Solution Approach 1:
The patent inverts the traditional approach by instead of actively tracking customers with RFID tags, the system passively observes customers through cameras and computer vision technology. This inversion ensures that advertising delivery does not depend on customer cooperation or tag presence, but rather on the system's ability to identify and track customers visually as they move through the retail environment.
3Productivity
If electronic shelf tags are used instead of paper tags, then information updating is improved, but the system lacks capability for dynamic and targeted cross-promotional messages
Solution Approach 1:
The patent merges electronic shelf tags with computer vision technology, camera systems, and data processing infrastructure to create a hybrid system. This combination retains the efficient information updating capability of electronic tags while adding dynamic cross-promotional advertising functionality through visual customer tracking and analysis, thereby achieving both high productivity and adaptability.
4Measurement precision
If computer vision technology is used to track customers, then accurate demographic information is obtained, but the system complexity increases
Solution Approach 1:
The patent implements self-service functionality where the computer vision system automatically performs customer identification, demographic inference, and advertising content selection without requiring manual intervention. The system serves itself by processing visual data through algorithms that automatically extract relevant information and generate targeted advertising messages, reducing the need for complex manual configuration and management.
Data Source
AI summary
The invention relates to an improved advertising and marketing system and method that includes a data terminal for communicating information over a communication network and a display terminal for displaying information related to first and second products that are being offered for sale.The invention also relates to the measurement and specific sales and marketing that can be performed as a result of the information gathered by the data terminals.