Boots – shoes – and leggings
Patent
1989-07-13
1994-03-15
Hayes, Gail O.
Boots, shoes, and leggings
34082535, G06F 1300, G06F 1521
Patent
active
052950646
DESCRIPTION:
BRIEF SUMMARY
BACKGROUND OF THE INVENTION
Consumer purchasing behavior may be influenced at different times in the purchase-consume-purchase cycle. For example, some grocery stores, in an attempt to influence future purchases, employ video screens located at checkout stations to display advertisements and offer coupons based on the items being purchased by a particular consumer. This type of system has not been entirely successful because the time of the advertisement's maximum influence on the consumer, i.e., during checkout, is temporally furthest from the time that the consumer can conveniently respond to the coupon or information. Because the individual consumer has just completed his purchases, it may be a relatively long time before he is in the store again.
Television advertisements, newspaper coupons and feature advertisements also influence the consumer during the middle of the purchase-consume-purchase cycle. Again, the effectiveness of these promotions varies with the time between the consumer's receipt of the promotional information and his next shopping trip.
In-store displays are more effective in influencing consumer purchases because they are encountered more or less contemporaneously with the actual item selection process. One type of in-store display, i.e., a point-of-purchase (POP) display, is generally physically a fixed display that promotes a single product or group of products and must be changed from time to time by store personnel, a time consuming and costly task.
Another type of in-store advertisement is the fixed paper placard attached to the front of shopping carts. As with POP displays, the placards must be changed periodically. Effectiveness of the placards is also limited, because they are quickly obscured by groceries as the cart is filled.
It is therefore an aspect of the invention to provide an advertising system that optimizes the effect of product advertisements by presenting the information just before the consumer is ready to make a purchase and that overcomes the limitations of known in-store promotions.
SUMMARY OF THE INVENTION
The present invention overcomes the disadvantages of the prior art by providing the consumer with dynamically changing advertisements and information that influence the consumer at the place and time of product selection.
The Shopping Cart Display (SCD) System of the present invention is a media system capable of delivering visual and aural messages to a consumer maneuvering a shopping cart through a store. Specifically, an electronic display device mounted on the cart can deliver unique messages depending on the location of the cart in the store. For example, if the consumer is in the bread department, a bread advertisement can be delivered. The cart can print coupons and dispense scents at appropriate locations. The display may also be mounted on hand-held shopping baskets present in many stores for those consumers purchasing only a few items. In the presently preferred embodiment, the display has a number of additional features. It can deliver news and information, interact with the consumer to distribute electronic coupons, provide deli numbers and recipes, play electronic games for entertainment and education, or perform convenience functions for the consumer, such as budget management.
The electronic messages displayed in the store may originate at a composition work station located in a remote studio or at a message creation work station located in the store. The message may contain text, including both still line and pictorial artwork, along with full motion video, graphic messages, and audio, including speech, music or attention alert tones. In the presently preferred embodiment, a series of Universal Product code (UPC) numbers, a unique ad identifier, and other data are included with the message.
The messages are sent from the studio via a communications network to a particular store or series of stores. SCD system computers located in respective retail establishments store messages that are intended for the respective locations. A retailer c
REFERENCES:
patent: 4973952 (1990-11-01), Malec et al.
Malec John
Moser Joseph P.
Hayes Gail O.
VideOcart, Inc.
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