WO2017064319A1

WO2017064319A1 - System for determining customer and product interaction

Info

Publication number: WO2017064319A1
Application number: PCT/EP2016/074863
Authority: WO
Inventors: Thomas DROBEN
Original assignee: Batmetrics Ab
Priority date: 2015-10-16
Filing date: 2016-10-17
Publication date: 2017-04-20

Abstract

The invention relates to a method for determining customer and product interaction, said product comprising a identification tag, wherein the method comprises the steps of: detecting a presence of said product by means of said identification tag and more than one identification tag reader antenna, determining a time and location of said product by means of a control unit and said detected presence, storing said time and location of said product in a database, wherein said step of determining the location implements a movement detection algorithms based on position and location analysis of the more than one passive identification tag. The method further relates to a system for determining customer and product interaction.

Description

SYSTEM FOR DETERMINING CUSTOMER AND PRODUCT INTERACTION

Technical field

The present invention relates generally to a system for determining customer and product interaction. More particularly, the present invention relates to a method according to the introductory parts of claim 1 and 2, and to a system according to the introductory parts of claims 10 and 1 1 .

Background art

In the retail industry the physical sales areas selling physical products promote their products in by placing products in the sales areas in different ways. When a product is promoted it may be placed in a shopping window or at a table or stand inside the store. The intention is to influence the way that the customer choose between the products in the store and to measure all interactions of exposed products and collect the data so that the store manager, area manager, sales director, etc., will be able to analyze that data to further plan better, sales, stock control, replenishment, marketing, etc. To be able to make the correct business decisions of what products to sell and to promote it is interesting to not only promote a product, but also to gather information of the outcome. This has traditionally been limited to the information produced by the cashier system. Statistics about sold products will naturally be available there.

The cashier system will however not provide information about how the customers have been behaving in the store, and has no connection to influencing how the customer behaves. There is therefore a need in the retail industry for a more sophisticated selling system so as to connect promotion of physical products and statistics about the interest in individual physical products.

The document US2006/0015408 A1 shows a solution trying to identify the presence of products near RFID readers to investigate effectiveness of different display locations. The solution includes one or more RFID readers for detecting the presence of a product on a display surface. The system detects if the product is removed from the surface. The RFID system is, however, limited to this simple logic.

A similar solution is presented in US 2006/0208070 A1 . A system is presented that uses RFID readers to measure how long a product is absent from a retail store shelf.

Increased competition for physical retail stores are further coming from the more frequently used web stores. Web stores are able to measure every action a customer performs in the web store. The web store however, lacks the possibility for the customer to touch and physically interact with products.

The competition from web stores in combination with common increases of store facility rent in bigger cities in the world has led to stores having to maximize the use of the area of their store. This has in some cases led to the removal of storage area in the store, as the storage area cannot be used to influence the customer. Some stores reduce or even remove their storage by having all products at display for the customers in the store. The retail industry thus has a problem with storage of products and is in need of solutions to manage storing of their products more efficiently. Summary of the invention

It is an objective of the present invention to improve the current state of the art, to solve the above problems, and to provide an enhanced system for determining customer and product interaction and to solve increasing problems with storage area in the store. These and other objectives are achieved by a method for determining customer and product interaction, wherein the product comprises an identification tag. The method comprises the steps of: detecting a presence of the product by means of the

identification tag and more than one identification tag reader antenna, determining a time and location of the product by means of a control unit and said detected presence detected by the more than one identification tag reader antenna, storing the time and location of the product in a database, wherein the step of determining the location implements a movement detection algorithms based on position and location analysis of the more than one passive identification tags. According to a further aspect of the present invention the objectives are achieved by a method for determining customer and product interaction, wherein the product comprises a radio frequency identification (RFID) tag. The method comprises the steps of: detecting a presence of the product by means of said RFID tag and more than one identification tag reader antenna, determining a time and location of the product detected by means of a control unit and said detected presence by the more than one identification tag reader antenna, storing the time and location of the product in a database, wherein the step of determining the location implements a movement detection algorithms based on position and location analysis of the different radio frequency identification tags (RFID). Additionally, the received signal strength indication (RSSI) may be used as a further variable to detect movement.

By calculating a position of a product in e.g. a retail store in

accordance with the invention and storing the time and location in a database, statistics about the product is created relating how often the product is moved, and how long a customer interacts with the product before leaving it and how the product is moved within the three dimensions of the volume of store. If all products in a retail store are equally attractive to a customer, a pattern may be seen of what location is the most attractive for a product in the eyes of an average customer. More attractive positions may then be identified and used to promote certain products.

The physical store will in this way get similar information about customer behavior as a web store gets from how the customer clicks in the web store. This has several benefits for the physical stores. The store may be used more as a web page, i.e. for showing the products. When the customer decides to buy a product, an order is placed in the store and the product is may optionally be sent to the customer's home address. Since less products are removed from the store, the sales procedure is easy to transfer from a cashier to an interaction display screens in the store. In that way the objectives of this application is achieved by giving the store owner detailed information about the customer behavior in a similar way to the information a web store has access to while the storage in the store may be

reduced/minimized or even removed. When the store personnel are relieved of some of the purchase transactional work, they can instead focus on supporting and helping the customers.

When collecting tracking data from physical stores in the same or similar manner as for web stores, web stores and physical stores may suddenly be compared and recommendations to physical retail store owners may be enhanced by experiences from web stores.

The method for determining customer and product interaction may further comprise the step of detecting customer interaction in footage of said customer interaction by image analysis, wherein the movement detection algorithm is further based on the image analysis. A combination of image analysis and detected movement of the identification tag or RFID tag, results in improved accuracy of the movement detection algorithm.

According to a further aspect of the present invention, the algorithm is further based on a last known detected location to make a faster positioning fix for the product. The algorithm may further be based on multiple positioning determinations to increase the accuracy of the determined position. The algorithm may still further be based on a determination of a product movement pattern constructed by statistical movement of a product. The correct position may be determined faster with the movement pattern used as an educated guess. The algorithm may still further be based on implementing a movement filter limiting said movement pattern, e.g. to the layout of a retail store, eliminating walls and other obstructions as possible locations for the product. The movement filter also has the purpose of smoothing the location information and thereby eliminate or weaken reflection effects of the signals from the identification tags.

According to a further aspect of the present invention the method for determining customer and product interaction further comprises suggesting a product to a customer based on information stored in said database. A random customer may e.g. be suggested the most popular product according to statistics stored in the database regarding product popularity based on e.g. movement of the product. The method may further comprise identifying a customer near said product and store a customer ID with said time and location of said product in said database. In that way the system may combine information about the customer as e.g. age, gender etc, for promoting a product that might interest the customer. External information about the customer from other sources may also be used for customizing product promotion for the customer.

The method may further comprise that the algorithm detects and disregards false movements detections based on any one of or a combination of: the position determination, movement of the identificatin tag or RFID tag, speed of the movement, signal strength from the identificatin tag or RFID tag, time and distance, and pixel changes in images.

According to a further aspect of the invention the objectives are achieved by a system for determining customer and product interaction. The system comprises a product equipped with an identification tag, a plurality of readers, and a control unit connected to said at least one reader, wherein said control unit is adapted to determine a location of said product by implementing a detection algorithm which is based on a movement detection algorithms based on position and location analysis of the more than one passive identification tag. In a further embodiment the objectives are achieved by a system for determining customer and product interaction, comprising a product equipped with an RFID tag, a plurality of RFID transceivers, and a control unit connected to said at least one RFID transceiver, wherein said control unit is adapted to determine a location of said product by

implementing a detection algorithm which is based on a movement detection algorithms based on position and location analysis of the more than one passive identification tags. The readers or transceivers send out a signal that is received by the identification tag which responds with an identification number. The response is read by the reader/transceiver. In case of an RFID tag, the transceiver sends a radio signal that induces a current in the RFID tag so that it can answer by sending a radio signal containing said

identification number to the transceiver.

The control unit is preferably adapted to store information relating to the customer and product interaction in a database, e.g. so as to be able to provide a user interface accessible to a user in order to reach information from said database. The interface may e.g. be used by a retail store owner for making use of the statistical information about products and customers to place and promote products in an enhanced way. Information may also be made public to users at the system administrators discretion. Information about a brand may e.g. be sold to a brand owner or the popularity of products may be made available to a web page,

The control unit may further be connected to a device comprised in the group of: a camera, a wifi-tracking system, a traffic counter, a business system, a warehouse storing system, a wifi-module, a telecommunication device, etc. A camera may be used to further enhance the location of a product or for observing customers interacting with the product. The camera may, with use of some image analysis, be used as a proximity sensor. It may also be used for a more precise estimation the number of unique visiting customers. The camera may further also be used for detecting eye

movements of the customer for getting feedback for the system in the effort to optimize the promotion of product items. A wifi-tracking system may be used instead of, or as a complement to the RFID system. Traffic counters may be used to count customer passages at certain positions in a retail store. A wifi- module or a telecommunications device may be used for connecting the control unit to the database and/or the control unit.

The system may further comprise a device for suggesting a product to a customer, said device being comprised in the group of: a lamp, a TV or computer screen, a projector, a motor inducing a movement, a loudspeaker. All of the devices may be used to get the attention of a customer to be able to promote a certain product.

The system is thus able to interact with the customer and communicate with a response in a predetermined way when a movement of a product is determined. In this way an action from the customer may inflict a response from the system, enabling the possibilities to promote the correct product item based on the customer behavior. The system could also be used at fairs/exhibitions or at airports for promoting products items. The system is thus able to store a customer behavior so that a retail store owner can reset the product items in an optimized statistically correct manner for the "normal" customer. The system may also store different customer profiles for different typical customer behaviors. If a customer that e.g. is interested in an item A statistically also will be interested in product F, the module will be able promote the product F for the customer be utilizing said response. Suggestions about what the customer may be interested in may thus be provided from the database.

The system may further be connected to a network or internet for accessing external information and/or for communicating with said database. If the system is connected to the internet suggestions to the customer in relation the detected customer behavior may thus be provide to the system. Campaigns may also be provided to the system, e.g. to promote a product item that has a temporarily reduced price or to promote a newly developed product.

The control unit of the system may further be connected to a Product Information System (PIM-system) for providing feedback to give a better prediction of customer behavior. PIM refers to processes and technologies focused on centrally managing information about products, with a focus on the data required to market and sell the products through one or more distribution channels. A central set of product data can be used to feed consistent, accurate and up-to-date information to multiple output media such as web sites, print catalogs, ERP systems, and electronic data feeds to trading partners. PIM systems generally support maintenance and

modification of product information within a centralized catalog to provide consistently accurate information to multiple channels.

The control unit of the system may further be connected to a behavior system as e.g. Google's ad-system or similar systems. A behavior of a customer may then be synchronized with the Google system. An application in the phone that is connected to the system may also personalize the customer experience provided by the system for the customer.

Generally, all terms used in the claims are to be interpreted according to their ordinary meaning in the technical field, unless explicitly defined otherwise herein. All references to "a/an/the [element, device, component, means, step, etc.]" are to be interpreted openly as referring to at least one instance of said element, device, component, means, step, etc., unless explicitly stated otherwise.

It is understood that all benefits discussed in connection with the inventive system are also contemplated in connection with the inventive methods and vice versa.

Brief description of the drawings

The above objects, as well as additional objects, features and advantages of the present invention, will be more fully appreciated by reference to the following illustrative and non-limiting detailed description of preferred embodiments of the present invention, when taken in conjunction with the accompanying drawings, wherein:

Fig. 1 is a flow diagram showing the concept of the invention according to one possible embodiment.

Fig. 2 is a block diagram over an embodiment of the inventive system and method.

Detailed description of preferred embodiments of the invention

Fig. 1 is a flow diagram showing the concept of the invention according to one possible embodiment of the invention. A product with an RFID tag, a shoe in the present example, is placed in a retail store. The system according to the present invention is placed in the store to detect the location of the product and communicating the location to a database. The data is processed and shown to a user of the system so that the user may alter products and the location of the products based on the statistical movements of the product over time. The system may also interact directly with the customer by suggesting similar or additional products based on the statistics collected in the database. Fig. 2 is a block diagram over the inventive system and method showing the system according to one embodiment of the invention. A control unit is placed in a retail store to interact with customers and products. The control unit is connected to an RFID transceiver module for detecting the ID and position and location of RFID tags incorporated in products of the retail store. The control unit may further a movement detection algorithms based on position and location analysis of the more than one passive identification tag said algorithm being executed by a software application run by the control unit. The algorithm may further use the last known detected location of the product, multiple positioning determinations of the product, product movement patterns and/or implementing a movement filter limiting said movement pattern to further enhance the accuracy of the determined location.

The control unit may further be connected to other sensors as a camera, a wifi-tracking system, a traffic counter or other sensors able to enhance the location determination of the product, a business system, a warehouse storing system, etc.

Fig. 2 further describes how information about the location and movement of the product is sent to a database on a server via an API.

Information from the server is forwarded to the control unit to suggest action or configuration relating to the product. Action may e.g. be to expose or promote a certain product in any way, e.g. by using a lamp, a TV or computer screen, a projector, a motor inducing a movement, a loudspeaker or any other device that may get the attention of a customer.

The system according to the present application is comprised by hardware and software. A control unit, e.g. a gateway or other computer, is placed in the store gathering data from the product display areas of the store by the mentioned identification tag readers or RFID readers, possible other antennas and possibly by a camera. The identification tag readers or RFID readers use triangulation to determine the location and movement of identification tag or RFID tags within a volume or sphere of the store. The cameras detect pixel changes and detect objects near a product tag within the volume of store, e.g. an arm or a hand. The location determination, the image analysis and optionally any other possible connected detection equipment as mentioned in the summary section, are correlated to determine customer and product interaction within the volume or sphere of the store.

It is understood that other variations in the present invention are contemplated and in some instances, some features of the invention can be employed without a corresponding use of other features. Accordingly, it is appropriate that the appended claims be construed broadly in a manner consistent with the scope of the invention.

Claims

1 . Method for determining customer and product interaction, said product comprising an identification tag, wherein the method comprises the steps of:

detecting a presence of said product by means of said identification tag and more than one identification tag reader antenna,

determining a time and location of said product by means of a control unit and said detected presence detected by the more than one identification tag reader antenna,

storing said time and location of said product in a database, wherein said step of determining the location implements a movement detection algorithm based on position and location analysis of the

identification tag.

2. Method for determining customer and product interaction, said product comprising a radio frequency identification (RFID) tag, wherein the method comprises the steps of:

detecting a presence of said product by means of said RFID tag and more than one RFID reader antenna,

storing said time and location of said product in a database,

wherein said step of determining the location implements a movement detection algorithms based on position and location analysis of the passive RFID tag.

3. Method according to any one of the preceding claims, further comprising the step of detecting customer interaction in footage of said customer interaction by image analysis,

wherein said movement detection algorithm is further based on said image analysis.

4. Method according to any one of the preceding claims, wherein said algorithm is further based on multiple positioning determinations.

5. Method according to any one of the preceding claims, wherein said algorithm is further based on a determination of a product movement pattern.

6. Method according to claim 5, wherein said algorithm is further based on implementing a movement filter limiting said movement pattern.

7. Method according to any one of the preceding claims, further comprising the step of suggesting a product to a customer based on information stored in said database.

8. Method according to any one of the preceding claims, further comprising the step of identifying a customer near said product and store a customer ID with said time and location of said product in said database.

9. Method according to any one of the preceding claims, wherein said algorithm detects and disregards false movements detections based on any one of or a combination of: said position determination, movement of said identificatin tag or RFID tag, speed of said movement, signal strength from said identificatin tag or RFID tag, time and distance, and pixel changes in images.

10. System for determining customer and product interaction, comprising

a product equipped with an identification tag,

a plurality of readers, and

a control unit connected to said one or more readers,

wherein said control unit is adapted to determine a location of said product by implementing a movement detection algorithms based on position and location analysis of the passive identification tag.

1 1 . System for determining customer and product interaction, comprising

a product equipped with an RFID tag,

a plurality of RFID transceivers, and

a control unit connected to said one or more RFID transceivers, wherein said control unit is adapted to determine a location of said product by implementing a movement detection algorithms based on position and location analysis of the radio frequency passive identification tag (RFID).

12. System according to any one of claims 10-1 1 , wherein said control unit is adapted to store information relating to said customer and product interaction in a database.

13. System according to any one of claims 10-12, further comprising a user interface accessible to a user in order to reach information from said database.

14. System according to any one of claims 10-13, wherein said control unit is further connected to a device comprised in the group of:

a camera, a wifi-tracking system, a traffic counter, a business system, a warehouse storing system, a wifi-module, a telecommunication device.

15. System according to any one of claims -10-14, wherein said system further comprises a device for suggesting a product to a customer, said device being comprised in the group of:

a lamp, a TV or computer screen, a projector, a motor inducing a movement, a loudspeaker.