In-Store Content Effectiveness Measurement Using RFID Dwell Time
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Solution Overview
Problem
Existing methods for determining the effectiveness of offline content in physical spaces lack accuracy and often require line of sight tracking, which can be costly and invasive.
Innovation Solution
A system using RF tags and sensors to track the movement of store-owned assets, such as shopping carts, to estimate customer dwell time and purchase behavior without personally identifiable information, by generating velocity and dwell time data based on asset IDs and correlating it with purchase data.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If camera-based line of sight tracking is used to determine content effectiveness, then measurement precision is improved, but device complexity and cost increase
Solution Approach 1:
The patent replaces the mechanical/optical camera-based line of sight tracking system with an electromagnetic field-based RFID sensor system. Instead of using cameras to visually track customer attention, the invention uses RFID sensors to detect and track shopping assistant devices (carts, baskets) equipped with asset identifiers, thereby measuring content effectiveness through device proximity and dwell time rather than direct visual observation.
Solution Approach 2:
The patent introduces shopping assistant devices (carts, baskets) as intermediary objects that carry asset identifiers. These devices serve as mediators between customers and the content effectiveness measurement system. Rather than directly tracking customers or their line of sight, the system tracks the movement and停留 time of these intermediary devices, which indirectly reveal customer engagement with content elements.
2Loss of information
If camera-based tracking is used to monitor customer behavior, then information about customer interaction is obtained, but loss of information privacy increases
Solution Approach 1:
The patent extracts only the necessary identification data (asset identifiers from shopping assistant devices) while leaving out personally identifiable information. The system deliberately excludes direct customer identification, biometric data, and visual imagery, capturing only anonymized device-level information that suffices for measuring content effectiveness without invading customer privacy.
Solution Approach 2:
The patent uses disposable or replaceable asset identifiers on shopping assistant devices rather than permanent tracking mechanisms tied to individual customers. These asset IDs are generic, non-personal identifiers that can be freely used and discarded without creating lasting privacy concerns or requiring complex customer consent management.
Data Source
AI summary
Systems and methods for determining content effectiveness are disclosed. In some examples, a media device located in a store of an entity displays content about a product. A shopping assistant device owned by the entity has an asset identifier (ID) thereon and is used by a customer to assist the customer's shopping. A first sensor generates velocity data of the asset ID passing the media device during a display of the content. A second sensor detects the asset ID around a checkout device during or after the display of the content. A processor is configured to: determine a pass time period for the asset ID to pass the media device, estimate a dwell time period of the customer based on the velocity data, obtain purchase data associated with the shopping assistant device, and determine an effectiveness of the content based on information about: the pass time period, the dwell time period, the product, and the purchase data.