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Method and System for Optimizing In-Store Traffic through Custom Routes and Associated Incentives

IP.com Disclosure Number: IPCOM000240533D
Publication Date: 2015-Feb-06
Document File: 3 page(s) / 139K

Publishing Venue

The IP.com Prior Art Database

Abstract

Disclosed are a method and system for optimizing in-store traffic through designated custom routes and associated incentives. The system offers specific shopper segments alternative routes or identifiable checkpoints within the physical stores and provides rewards to users who meet the route criteria.

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Method and System for Optimizing In-Store Traffic through Custom Routes and Associated Incentives

Different areas of physical stores receive significantly different volumes of customer traffic ; while some aisles can be crowded, others might be empty.

Retailers use well known techniques to better optimize well-trafficked areas (e.g., displays at the ends of aisles); however, few choices are available for generating more traffic in less well-traveled areas of a store. No current mechanism encourages shoppers in different granular segments to take different routes inside the physical stores .

A method is needed to motivate shoppers to move to areas of the store that need more consumer traffic , and ultimately increase sales.

Existing technologies enable retailers to track the location of shoppers in the physical stores; such tracking technology is an enabling art for the disclosed solution.

The novel contribution is a method to offer specific shopper segments alternative routes or identifiable checkpoints within the physical stores and provide rewards for "following the directions". Modifying a shopper's route in the physical store exposes the shopper to certain products or categories of products that the shopper is likely to buy or that the retailer wants to more aggressively market. To this end, the system offers different shopper segments different routes in the physical store .

Figure: Optimizing In-Store Traffic through Custom Routes and Associated Incentives

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Based on cross channel customer data, current promotions, and store layout, the system generates customer-specific store routes that are expected to either increase shoppers' propensity to buy certain products or expose shoppers to some categories of products. Such routes are offered to shoppers with a corresponding reward (e.g., customer loyalty points). The system utilizes a location tracking system to track whether the customer has followed the route, and then dispenses the award if the route was followed (either continuously or through checkpoints). While following the route, the shoppers from specific segments are exposed to products that might b...