Wireless End Device for Targeted Shopper Messaging

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Solution Overview

Problem

Retailers face challenges in effectively influencing shoppers' purchase decisions at the point of truth within retail establishments due to incomplete shopper understanding and high costs associated with current methods, leading to reduced profit margins and inefficient customer engagement.

Innovation Solution

A system comprising a communications multi-network, a logic engine, and a wireless end device that tracks shopper behavior and product selection data to deliver targeted, influential messages to shoppers at the moment of decision, optimizing product placement and promoting relevant products.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If traditional advertising methods (in-store speakers, displays, print ads) are used to influence shoppers, then product promotion coverage is improved, but cost efficiency deteriorates and shopper engagement precision worsens

Engineering Contradiction:

Improveproduct promotion effectivenessVSAvoidadvertising cost

Core Design Contradiction:

ProductivityVSLoss of energy

Solution Approach 1:

The system performs preliminary actions by tracking shopper behavior, preferences, and purchase history before the shopping trip and during the trip in advance. This allows the logic engine to pre-calculate and prepare personalized influential messages tailored to each shopper's specific needs and likely product considerations, delivering them at the optimal moment rather than using generic advertising

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system applies local quality by transitioning from uniform store-wide advertising to highly localized, individualized message delivery. Each shopper receives customized influential messages based on their specific behavior patterns, preferences, and real-time location within the store, making the promotion targeted and precise rather than broadcast to all shoppers equally

Inventive Principle:

Principle #3Local quality

2Loss of information

If focus group testing with skilled persons is used to gain shopper insights, then shopper understanding depth is improved, but time consumption and cost increase

Engineering Contradiction:

Improveshopper behavior insightVSAvoiddata collection time

Core Design Contradiction:

Loss of informationVSLoss of time

Solution Approach 1:

The system replaces the mechanical system of human focus group testing with an automated electronic system. Wireless end devices track shopper behavior, product selections, and movement patterns automatically using sensors and communication networks, eliminating the need for human observers while capturing more comprehensive and continuous data

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Solution Approach 2:

The system enables continuous data collection throughout the shopper's entire journey both inside and outside the store, rather than intermittent observations during focus groups. The wireless tracking system operates continuously to capture real-time behavior, product considerations, and purchase decisions as they naturally occur

Inventive Principle:

Principle #20Continuity of useful action

Solution Approach 3:

The system implements self-service by having shoppers voluntarily share their behavior data through their wireless end devices, which automatically track and report their movements, product selections, and shopping patterns without requiring external intervention from researchers or focus group facilitators

Inventive Principle:

Principle #25Self-service

3Measurement precision

If real-time shopper tracking and personalized message delivery system is implemented, then shopper engagement precision is improved, but device complexity and implementation cost increase

Engineering Contradiction:

Improveshopper behavior tracking accuracyVSAvoidsystem complexity

Core Design Contradiction:

Measurement precisionVSDevice complexity

Solution Approach 1:

The system applies universality by using multi-functional wireless end devices that shoppers already possess (smartphones, tablets, wearables). These devices serve multiple purposes: tracking location, monitoring product selections, delivering personalized messages, and collecting behavior data, eliminating the need for specialized dedicated tracking hardware

Inventive Principle:

Principle #6Universality (Multi-functionality)

Solution Approach 2:

The system uses the shopper's existing wireless end device as an intermediary between the store's infrastructure and the data collection/communication system. This intermediary approach simplifies implementation by leveraging already-deployed consumer technology rather than requiring a complete new tracking infrastructure

Inventive Principle:

Principle #24Intermediary (Mediator)

Data Source

PatentUS7792710B2Methods of influencing shoppers at the first moment of truth in a retail establishment

Publication Date: 2010.09.07 SUNRISE R&D HOLDINGS LLC

AI summary

Provided herein are systems and methods for influencing shoppers while they consider making purchasing decisions in a retail establishment. Specifically, the systems and methods for influencing shoppers may occur during a shopper's first moment of truth by transmitting through a communication network one or more influential messages to a handheld wireless electronic device or intelligent shopping cart, which is in close proximity to a shopper during a shopping trip throughout a retail establishment.