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TRACKING CONSUMERS AND THEIR INTERESTS WITHIN A RETAIL ENVIRONMENT USING BISTATIXÔ RF IDENTIFICATION

IP.com Disclosure Number: IPCOM000005059D
Original Publication Date: 2001-Aug-03
Included in the Prior Art Database: 2001-Aug-03
Document File: 2 page(s) / 62K

Publishing Venue

Motorola

Related People

Joseph F. Wodka: AUTHOR [+4]

Abstract

TRACKING CONSUMERS AND THEIR INTERESTS WITHIN A RETAIL ENVIRONMENT USING BISTATIXÔ RF IDENTIFICATION

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TRACKING CONSUMERS AND THEIR INTERESTS WITHIN A RETAIL ENVIRONMENT USING BISTATIX( RF IDENTIFICATION

By Joseph F. Wodka, Chun-Tak Fan, Timothy J. Collins, Richard S. Rachwalski

To improve product sales and develop new products for higher sales, manufacturers want to know consumer interests and preferences, whether it is the price, package design or the ingredients. Information about product preferences is very valuable to retail stores and manufacturers. Stores could stock and keep inventories more efficiently to maximize their revenue, and manufacturers would launch new products or improve existing products to increase profit. If the information is available in real-time, the stores can further send incentives to raise or bundle sale or allow competing manufacturers to promote their products.

Existing methods gather customer interest based on the products purchased. While the customers are surely interested in the purchased items, data about other items they might have considered and the elements involved in the decision process are lost. In addition, this data has no impact until their next visit to the store. Other systems collect customer preferences among a list of pre-selected items and require actively participation of customers to indicate preferences against a limited list; these are typically narrow in scope. Still others detect an object like a shopping cart that moves along with the customer. These systems only display stored location-specific advertisements and know little about a customer's interest.

There is a need for a low-cost solution to collect the customer interest information in the in-store environment in real-time so that retailers and manufacturers can take immediate actions to increase sales or leverage competitors.

With Motorola's BiStatix( electronic barcode readers and RF identification tags, retailers can effectively collect the needed information when a customer either scans or touches an item. Further, shelves equipped with readers and tags allow the in-store system to detect customer movements and interests without requiring the consumer's active participation. Broader information about interest in multiple items of the same or different categories can provide a more detailed analysis. The retailer or manufacturer can tailor promotional material based on shopping patterns, not just end purchases. The addition of customer profiles allows targeted promotions that could influence the decision and increase the likely hood of the sale.

BiStatix( equipped environments provide low-cost real-time data collection mechanisms that detect customer interests and behaviors at an earlier stage leading to the possible influence of customer purchase decisions.

Where the customer has an electronic handheld device (equipped with a BiStatix( reader), the consumer can be identified through communicating with the in-store access point. General (i.e. non-item-specific but tailored to the customer profile if available) advertisements can be sen...