1~8~L3 SYSTEM AND METIIOD FOR CHECKOUT COUNTER PRODUC~ PROMOTION
Field of the Invention This invention relates generally to product merchandizing and pertains more particularly to systems and methods for the promotion of products at a checkout counter.
Background of the Invention Checkout systems in widespread use in supermarkets presently include a so-called "P.O.S." unit which includes a display window for communicating to the customer the identification of an article being checked out by a checker and the price of the article. Typically, the checker passes the article over a universal product code (UPC) scanner. The UPC is thus read and a digital signal indicative of the code is furnished to a computer whose memory includes such identification and price data in storage in address correspondence with the code signal.
In such known systems, various other use is made of the UPC
derived computer informationO one is price totalization and preparation of a complete record of the customer's purchases.
Another is inventory control, wherein the computer decrements existing inventory in accordance with each UPC reading.
While such computer-assistance greatly enhances checkout, applicant is of the view that presently known systems and practices such as described fall far short of the needs of the _.
t - 2 ~2~14~3 71532-4 marketplace. In particular, the communication with the customer is minimal, being limited to the simple window P.O.S. display and the checkout record. Clearly, the prior efforts do not address desired promotional activity.
Summary of the Invention The present invention has as its primary object the provision of improved product checkout systems and methods.
A more particular object of the invention is to provide enhanced computer-assisted product checkout and promotion in supermarkets and like facilities.
In one aspect, the invention provides a system for the checkout of products bearing sensible codes indicative thereof and for the promotion of products, said system comprising:
(a) sensing means for generating output signals indica-tive of such codes;
(b~ first circuit means for receiving said sensing means output signals and for generating output signals selectively upon correspondence of the code indication in such received sig-nals and the code indications of preselected of such products;
; (c) second circuit means for receiving said first cir-cuit mean~ output signals, for storage of promotional messages relating to aid products, and for generation of output signals indicative of said promotional messages selectively in response to said first circuit means output signals; and (d) display means for receipt of said second circuit means output signals and for presentation of the promotional messages therein.
~2~ 3 - 2a 71532-4 The invention, in a further aspect, provides a system for the checkout of products bearing sensible codes indicative thereof and for promotion of products responsively to customer decisions, said system comprising:
(a) sensing means for generating output signals indica-tive of such codes;
(b~ first circuit means for receiving said sensing means output signals and for generating output signals selectively upon correspondence of the code indication in such received sig-nals and the code indications of preselected of such products;
(c1 second circuit means for receiving said first cir-cuit means output signals, for storage of promotional messages relating to said products, and for generation of output signals indicative of said promotional messages selectively in response to said first circuit means output signals; and (d) display means for receipt of said second circuit means output and for presentation of the promotional messages : therein, said display means having adaptiveness to customer input to permit system receipt of customer input responsively related to such presented promotional message.
Additionally provided in another aspect of the invention is a method for the checkout of products bearing sensible codes indicative thereof and for the promotion of related products responsively to customer decisions, said methods comprising the step~ of:
,...
- 2b - 71532-4 (a) storing codes indicative of pre~elected of said products for use in such promotion;
; (b) storing for display promotional messages concerning said products;
(c) detecting sensible codes of purchased products;
(d) comparing such detected codes of purchased products with such stored codes;
(e) displaying such stored promotional messages selectively in accordance with the results of such comparisons;
and (f) selectively effecting promotion of products indicated in said promotional messages responsively to customer ; decision following such display or promotional messages.
In achieving advantages over the prior art, the invention provides an expanded display unit for communication with a customer in lieu of the P.O.S. unit. The display unit is furnished with information from a system responsive to UPC signals provided by a scanner. In one mode, such system discerns selected :` :
products selected for purchase from such UPC signals, such products being those in connection with which a promotional plan has been preestablished, either for such products or other products. The system then provides information implementing the promotional plan to the display uinit, which may be customer-interactive for the dispensing of coupons or the liXe.
In another mode, such system discerns selected characteristics of the customer, particularly deducing from products selected for purchase, other products which may be of :
"1 3 ~L2~3~ 4~3 interest to the customer. The system then provides information respecting the other products to the display unit, which may be customer-interactive for the dispensing of coupons or the like.
In preferred configuration in such first mode, the system and method of the invention includes a plurality of first circuit means each for storage of the UPC information corresponding to a given different product. A plurality of first comparators are provided, each receiving the output of a distinct one of the first circuit means and all commonly receiving the output of the product scanner indicative of the article selected for purchase and then being UPC-scanned. Each comparator provides an output signal upon correspondence between the input signals thereto, such output being indicative of a customer purchasing event of interest in connection with the preestablished promotional plan. The comparator output signals are employed to derive a promotional message from suitable storage and convey same to the display unit.
In preferred configuration in such second mode, the system and method of the invention includes a plurality of second circuit means each for storage of the UPC information corresponding to a given different product. A plurality of second comparators are provided, each receiving the output of a distinct one of the second circuit means and all commonly receiving the output of the product scanner indicati~e of the articles selected for purchase and then being handled by the _. ..
~L2~1fl~3 checker. Each comparator provides an output signal upon correspondence between the input signals thereto, such output being indicative of a customer purchasing event of interest in connection with the preselected promotional scheme of the system. The comparator output signals are employed to derive a promotional message from suitable storage and convey same to the display unit.
The foregoing and other features of the invention will be further understood from the following detailed description of preferred embodiments and practices and from the drawings wherein like reference numerals identify like components and parts throughout.
Fig. 1 is a block diagram of a system in accordance with the invention.
Fig. 2 is a block diagram of units 32a and 36a of Fig.
1.
Fig. 3 is a block diagram of units 32b and 36b of Fig.
1.
Description of Preferred Embodiments and Practices Referring to Fig. l, checkout counter 10 includes the customary UPC scan unit 12, whose output signals are conveyed over line 14 to UPC data store 16. Store ]6 is of known configuration in widespread use, being a computer-implemented look-up table having product description and price correlated . ._. . .
.
S ~L2~3~4~3 with product UPC. In known checkout systems, this information is furnished by lines 18 and 20 to P.O.S. unit 22, line 20 and and unit 22 being shown in phantom, since they need not be employed in practice under the invention herein.
Line 18 furnishes the output of store 16 to UPC data buffer 24, which may apply description and price to promotional display unit 26 over line 28. The output of scan unit 12 is further furnished over lines 30, and 31a to UPC purchase categorizer 32a, which is presPttable, in connection with the promotional scheme to be implemented, to have certain UPC signals therein in memory in the first system mode of operation.
Comparison is effected in categorizer 32a as between the UPC
of the actual product purchased by the customer and then being scanned by the checker and the plurality of UPCs placed in the memory of categorizer 32a. Upon positive comparison determination, categorizer 32a activates the corresponding one of its output lines 34a, which are connected as inputs to categorized message store 36a.
Store 36a, which may be configured as a video disk memory, contains product promotional messages selected to have merchandizing relationship with the products whose UPCs are contained in categorizer 32a. Upon activation of lines 34a, store 36a furnishes promotional messages to output line 38a which conveys same over line 38 to promotional display unit 26 for presentation to the customer.
. .
12~3~4~3 Display unit 26 may be a video (CRT) device and may include a customer-interactive screen. A coupon dispenser (not shown) may be associated with unit 26 and operative responsively to customer screen interaction.
The output of scan unit 12 is also furnished over lines 30 and 31a to UPC purchase/promotional plan monitor 32b, which is presettable, in connection with the promotional plan to be implemented, to have certain UPC signals therein in memory in the second system mode of operation.
Comparison is effected in monitor 32b as between the UPC of the actual product purchased by the customer and then being scanned by the checker and the plurality of UPCs placed in the memory of monitor 32b. Upon positive comparison determination, monitor 32b activates the corresponding one of its output lines 34b, which are connected as inputs to promotional message store 36b.
Store 36b, which also may be configured as a video disk memory, contains product promotional messages selected to have merchandizing relationship with the products whose UPCs are contained in monitor 32b. Upon activation of lines 34b, store 36b furnishes promotional messages to output line 38b, which conveys same over line 38 to promotional display unit 26 for presentation to the cutomer.
Switching unit S is provided for selectively interconnecting lines 30 and 38 with lines 31a, 31b, 38a and 38~. Four ...
12814~3 switches are in unit S. Switches Sl and S2 are shown closed by movement of controller T and render the Fig. 1 system operative in the first above-discussed mode, wherein units 32a and 36a are operative and units 32b and 36b are inoperative.
; Reverse positioning of controller T will render units 32b and 36b operative through switches S3 and S4, providing the second system mode above.
By way of example of a promotional scheme with which the sytem of Fig. 1 may be used in the first mode, the invention contemplates at the outset that one can deduce characteristics of the customer from purchases made. A customer purchasing dog food clearly owns a pet. A customer purchasing yogurt likely has a concern for health food. A customer purchasing diet soda manifestly is looking to low calorie products.
With three customers so characterized, a store manager may wish to identify associated products having some probability of purchase with the three identified products. The manager might associate flea collars with the dog food purchase, vitamins with the yogurt purchase, and low calorie snacks with the diet soda purchase. Such promotional scheme will be implemented by entering the dog food UPC, the yogurt UPC and the diet soda UPC
in categorizer 32a and by placing in store 36a messages promoting the sale of flea collars, vitamins and low calorie snacks. These latter products may be conveniently located at a promotional counter adjacent the checkout station, such that the - -customer may readily add same to the oxder being purchased.
Referring now to Fig. 2, categorizer 32a includes comparators 40, 42, 44 and 46. Each comparator has a common input from scan unit 12, delivered over line 31a and lines 31al, 31a2, 31a3 and 31an. Buffers 48, 5~, 52 and 54 are associated individually with the comparators providing inputs thereto over lines 56, 58, 60 and 62, indicative of UPCs A, B, C and N.
Comparators 40 through 46 are connected individually to memory location addresses 64, 66, 68 and 70 in categorized message store 36a over lines 34al, 3~aZ, 34a3 and 34an. Output lines of store 36a are connected in common to line 38a for conveyance of stored messages to the promotional display of Fig.
1.
While, in the described exemplary promotional scheme, consideration was made generally of the purchase of an item generally, e. g., a dog food having an individual UPC, it will be appreciated that the promotional scheme may call for display of the flea collar message upon the purchase of any one of a plurality of the various dog foods available for selection.
Thus, a pluarality of comprators may be connected in common to each of the input lines to store 36a of Fig. 2, each such comparator having input thereto of a different dog food UPC.
By way of example of a promotional plan with which the system of Fig. 1 may be used in the second mode, the invention comtemplates various measures of promotion, such as the display , . , _, . . . . .. . . .. .
q ~ 3 of a graphic message relating to the product actually selected for purchase, the display of offers of discount for future purchase of the product actually selected for purchase, the display of offers of discount for present or future purchase of products other than the product actually selected for purchase, the display of offers of general discount coupons for products, offers of a credit to the account of the customer, etc., all for presentation through display unit 26 upon such discernment of the corresponding UPC code.
Referring now to Fig. 3, monitor 32b includes comparators 140, 142, 144 and 146. Each comparator has a common input from scan unit 12, delivered over line 31b and lines 31bl, 31b2, 31b3 and 31bn. ~uffers1148j~I50, 152`and 154 are associated individually with the comparators providing inputs thereto over lines 156, 158, 160 and 162, indicative of UPCs A, B, C and N.
Comparators 140 through 146 are connected individually to memory location addresses 164, 166, 168 and 170 in promotional message store 36b over lines 34bl, 34b2, 34b3, 34bn. Output lines of store 36b are connected in common to line 38b for conveyance of stored messages to the promotional display of Fig.
1.
A plurality of comprators may be connected in common to each of the input lines to store 36 of Fig. 2, each such comparator having input thereto of a different UPC of various different brands of a common type of product.
/ ~IXl314~L3 In a more specific example of a promotional plan implemented by the invention in such second mode, assume that the customer has selected Brand X pea soup and that product is pre-entered in the system UPC monitor and comparison is made of it and the scanned UPC. The result will be positive and the memory may first provide on display 26 an advertisement in the form of a computer generated graphic message or a repeat of a network type advertising message generated from a video disk. The customer might be rewarded with a coupon upon touching such as the item price, also displayed, or by contact with any preselected portion of the display screen. Alternatively, the memory might display promotional information respecting another Brand X soup type, or other product. Depending upon the purchase volume of the Brand X pea soup, the promotional scheme might offer the consumer a free purchase thereof.
Various changes to the foregoing embodiments and modifications of the described practices may be introduced without departing from the invention. Thus, the particularly depicted embodiments and discussed methods are intended in a illustrative and not in a limiting sense. The true spirit and scope of the invention is set forth in the following claims.
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