Patent Application
20050006466
The present invention relates to an improved system and method of monitoring compliance with a Point of Purchase (POP) advertising program that displays one or more advertising signs or marketing materials, and more particularly to the monitoring of and exposure to advertising signs or marketing materials displayed at gas stations, convenience stores, grocery stores, mass merchandising outlets, drug stores, specialty retail outlets (e.g., pet stores, record stores, book stores), consumer electronics stores, etc.
It is desirable to monitor retailer compliance with advertising programs. Advertising that is not displayed has no value to a company. However, non-compliance with an advertising program is difficult to detect in a timely manner.
In the past, the primary way to collect information about whether retail outlets were complying with an advertising program was to rely on site surveys. These surveys were typically performed by manufacturer sales representatives, store delivery personnel, or independent survey companies. However, site surveys are generally expensive, incomplete, and untimely.
The direct costs associated with site surveys are substantial. Independent survey companies charge significant fees for travel time, as well as for data collection/tabulation. Consequently, information is typically available for only a subset or sample of the thousands or tens-of-thousands of stores targeted for a particular advertising program.
To save money, some companies request that delivery personnel and/or sales representatives compile compliance information while they are at a retail store for other purposes. The diversion of these personnel from doing their ordinary tasks (such as restocking or selling) can be substantial. Moreover, these personnel have little compliance training or Quality Assurance skills to ensure reporting consistency or accuracy. In addition, such visits are not of sufficient frequency to ascertain exactly when compliance with a particular advertising program began or ended.
Furthermore, compliance survey reports (whether by professionals or company personnel) usually lag the survey date. This delay prevents a timely rectification for non-complying stores. In particular, if an advertising program is designed to run for two weeks, it is important to know within a day of when the program was supposed to start which retail sites are out of compliance so the sites can be made compliant in a timely manner. The size of the staff and expense required to visit all advertising sites within 48 hours is prohibitive. Therefore, surveys or visits to a subset of sites are the only practical way to monitor compliance. However, for the reasons stated above, surveys are only sufficient for general or strategic conclusions, and are incapable of improving tactical POP compliance in a timely manner. Visits to a subset of sites do not yield sufficient information for full-compliance advertising goals.
Companies, such as petroleum companies and consumer packaged goods companies, spend millions of dollars to run a given POP program. Retail performance varies greatly. However, it is common for more than 50% of retail sites, presumed to be participating, to be out of compliance. The present invention provides an efficient system for quickly identifying every non-complying site by using tags (e.g., wireless RFID tags) on each advertising sign or marketing material. The system also provides companies with information about when a POP program is running, what advertising is and is not being displayed, and when new signs will be produced and shipped to retail outlets. The system can monitor other merchandizing conditions besides signage, such as the presence or absence of display racks or containers, the presence of promotional hardware, or the presence of certain items to be sold under certain conditions. It can also monitor and report specific pricing associated with particular signs or marketing materials. The system can also monitor and report exposure of particular shoppers to marketing materials that are being monitored by the system. The system will therefore allow companies to monitor and remedy compliance problems during an advertising program, which will improve overall compliance and increase the effectiveness of the advertising program. It will also allow fee-based marketing programs that are conditional upon certain retail conditions being present at a particular time to be executed with more precision, reliability, and verifiability. Furthermore, it will allow the flow of specific shopper traffic within a store to be monitored and analyzed. In addition, the system will allow subsequent marketing programs, such as coupons or direct mail, to be tailored to or made conditional on shopper interests, shopping patterns, or prior exposure to marketing materials.
Therefore, it is desirable to provide an advertising or marketing material compliance monitoring system that provides compliance monitoring in a timely and cost effective manner.
It is also desirable to provide an advertising compliance monitoring system that makes determining compliance easy.
It is desirable to provide a wireless compliance monitoring system that uses active tags that conserve battery power.
It is also desirable to provide a wireless compliance monitoring system that uses other active or passive tags to determine the specific location (within a defined range) of selected marketing materials and/or version of selected marketing materials.
It is also desirable to provide a wireless compliance monitoring system that uses contact technology (such as EEPROM, optical, notch, or magnetic ink) to determine the specific location (within a defined range) and/or version of selected marketing materials and wherein the wireless system includes Backscatter Reader System including Contact Backscatter Tags and Backscatter Reader Transponders.
It is desirable to provide a compliance monitoring system that uses passive tags that are small and light, making it easier to secure to advertising signs.
It is also desirable to transmit data from sign locations to a central collection point at individual retail sites using wireless technology for ease of installation at retail sites.
It is also desirable to provide a switch on the reader for switching a tag between different power conservation modes, such as OFF, sleep mode, or continuous monitoring mode.
It is desirable to transmit data from each retail site to a central storage/processing location to report individual and aggregate retailer execution of and consumer exposure to specific and aggregated marketing programs.
Thus, a need exists for an advertising compliance monitoring system that provides versatility and flexibility by providing a tag, associated with a specific sign, that communicates tag data to an external reader. The present invention provides a way to quickly and positively identify each tag, determine the status of each sign (e.g., delivered, displayed), monitor compliance with a marketing program, monitor customer exposure to a marketing program, and analyze tag data relating to the display of and exposure to advertising signs, marketing materials, pricing information, marketing program merchandise, and supporting hardware.
The present invention overcomes the disadvantages of the prior art by providing an improved system for monitoring compliance with an advertising program. In one embodiment, the system includes a tag, associated with a sign or shopper identification card, for communicating with a reader on a periodic basis. In one embodiment, the tag comprises an active tag, a passive tag or a contact tag that is a Contact Backscatter Tag (CBT) using backscatter modulations for transmitting data. Backscatter modulation, as used herein, is defined as a method of modulating a continuous wave (CW) from a transmitter by changing the impedance across an antenna on a tag or device. The rate of switching the impedance creates a subcarrier that is modulated by data and reflected back to the receiver for demodulation. Such backscatter technology is well known in the art, but applicants' knowledge has never been employed in the present context.
The novel arrangement of the backscatter system disclosed and claimed herein differs from most backscatter systems (the passive or active), which rely on a reader to initiate communications. In the case of passive types, the tag requires power derived from the reader's transmitter before it can waken and backscatter a signal. In the case of most active backscatter tags, they await a command from the reader before replying. As part of the present invention, the active backscatter tags (BTs) and contact backscatter tags (CBTs) have no receivers nor do they require power from the reader transmitter in order to backscatter a signal. The active BTs and CBTs run automonously, periodically waking and then backscattering a signal, whether or not a BRT is present. There are three advantages to this approach:
Active and passive tags each include a memory for storing tag data, a transmitter and a receiver. In the active tag embodiment, the tag uses sleep modes to conserve power. The tag transmits tag data to a reader in response to an interrogation signal, or automatically on a periodic basis. The tag data includes any or all of the following: an identification number used to identify the tag associated with a particular sign and/or the marketing material, site location data (e.g., which retail site and/or location within a retail site where the marketing material should be displayed), and time and date information. This data is processed by a central server to determine compliance with a particular advertising program.
In one embodiment, the reader associated with a given location at the retail site communicates with one or more tags to detect their presence and obtain their tag data. A hub communicates with each reader and stores the tag data for all reader locations at a given retail site. The hub communicates with a central server to convey information such as displayed signage, featured price, marketing materials, and/or shopper exposure to marketing materials at that site. A central server stores and analyzes tag data from all sites to determine whether each retail outlet is in compliance with a specific advertising program (e.g., to determine if each sign is being displayed at the time and location specified by the program). The central server can also report which shopper identification cards have been proximate to a given reader.
These and other features of the present invention will be more fully disclosed when taken in conjunction with the following Detailed Description of the Invention in which like numerals represent like elements and in which:
The claimed system determines whether a particular sign is actually being displayed, so that the advertising benefit of the sign can be realized in a cost-effective manner. As used herein, “sign” is defined as including marketing materials, displays, pricing information, coupon dispensers, signage, display racks, floor or counter mats, containers, promotional hardware, shopper identification cards, and/or items to be sold under certain conditions (e.g., seasonal promotions, products, or displays).
Referring to
Some advertising programs require the placement of advertising material within a general area (e.g., a display need only be placed in a department or aisle of a store). Active RFID tags, which contain a battery to permit their data contents to be transmitted over larger distances (e.g., several meters) can be used to monitor compliance with such advertising programs.
Some advertising programs require the placement of advertising material within a certain radius (e.g., a few inches) of a specific location (e.g., signs affixed to product displays or advertisements on a checkout counter near a cash register). Passive RFID tags can be used to monitor compliance with such advertising programs.
Some advertising programs require the placement of advertising material in very precise location (e.g., a particular sign must be placed in a certain holder 48). Contact tags can be used to monitor compliance with such advertising programs. In one embodiment, contact tags comprise Serial Electronically Erasable Programmable Read Only Memory (Serial EEPROM) chips that store tag data. There are several types of Serial EEPROM chips, but most chips include two or three contacts (i.e., a 2-wire or 3-wire interface). Usually, the 3-wire devices have three data transfer wires and an addition wire. The 3-wire interfaces include Serial Peripheral Interface (SPI) and Microwire, which is a trademark of National Semiconductor. The 2-wire devices, called I2C or IIC, have only two wires. I2C is a trademark of Philips.
Referring to
In one embodiment, the tag 10 is activated manually by a portable reader, either before shipment of the marketing material or at the retail outlet. In another embodiment, the tag 10 is activated at the factory, before the marketing material is shipped.
In one embodiment, the tag is a passive tag 100, as shown in
Active tags allow one reader 12 positioned at a central location to read one or more tags associated with one or more signs or marketing materials displayed at the retail outlet. In order to conserve power in active tags, these tags use a “sleeping” routine wherein the tag only periodically “wakes-up” to a search mode to look for interrogation signals from a reader. Upon detection of a transmission that is likely an interrogation signal, the tag fully awakens to an interrogation mode, verifies that the interrogation signal is valid, and responds to the valid interrogation signal by, for example, transmitting tag data to the reader 12. The tag also may be programmed to wake-up periodically and transmit its data on an autonomous basis, without being interrogated by a reader 12.
The present invention provides a means of determining compliance with an advertising program by affixing RFID tags on signs or marketing materials to be displayed at various locations at a retail outlet. The system can be used with an existing customer service call center to increase retailer compliance with Point of Purchase (POP) advertising programs. The system also provides an efficient and accurate way to perform compliance analysis, which assesses the degree to which retailers comply with each POP advertising program and the marketing value associated with a given advertising program.
Referring again to
When signs or marketing materials arrive at their destination, the tags 10 associated with each sign can be read and registered as “delivered” by a transceiver, such as reader 12. The transceiver can read the presence of the signs or marketing materials even before they are unpacked. The signs or marketing materials will remain in storage until the beginning of the marketing program. In one embodiment, the hub 14 includes a display for announcing the beginning of a program, and instructing the retail outlet to install the signs or marketing materials in their respective locations. The hub 14 also receives and interprets tag data and provides command signals to the reader 12.
The reader 12 can be located on the sign or marketing material hardware 48 (e.g., frame) into which the sign or marketing material is placed. The reader will detect the presence of the tag 10 and register that the sign or marketing material 46 is “displayed”. In one embodiment, each tag 10 has a transmission range of about seven feet. Thus, several signs or marketing materials can be tracked at a given retail site by one reader. Signs or marketing materials may be displayed close together, for example, at a gas station crind strip, on a pump topper, and adjacent several pump hose “squawkers” (small signs attached to a gas pump hose). Because each sign 46 is uniquely tagged, a single reader 12 centrally located on the pump can register and report the status of all signage or promotion materials associated with that pump. Moreover, seven feet of separation is generally sufficient to distinguish signs or marketing materials associated with one pump from the signs or marketing materials of an adjacent pump.
Given a short RFID transmission range, only those signs or marketing materials unpacked and placed into display hardware 48 will be registered as “displayed”. Repeated polling (taking several reads every 24 hours) will establish continued compliance with a given POP program. When a single reader detects the presence of several signs or marketing materials that are intended for different locations (or no signs at all), the central server 16 will determine that the signs have either not yet been received, have not been unpacked, or are being stored in a central location and not being displayed. This information will allow a customer service representative (CSR) to call the retail outlet and investigate the non-compliance in a timely manner.
In one embodiment, each reader 12 includes a small RF transmitter 26 having a transmission range of 1,000 feet. Each reader will store the tag data from all the tags located within range of the reader. Each reader will also indicate the absence of any tags. The hub 14 will periodically poll the reader to upload the tag data. The reader will communicate with the hub 14 by selecting an interference-free RF channel from among several frequencies.
The readers can be permanently attached to and shipped with display hardware 48, or made available for permanent installation on an after-market basis. A percentage of signs or marketing materials, such as freezer static cling advertisements, do not require display hardware. For these signs, a reader 12 having an adhesive backing can be positioned within a short distance (e.g., seven feet) of the tag 10. In one embodiment, the readers 12 will be battery operated, which avoids the need for expensive or intrusive wiring.
In addition to triggering and collecting polling information every few hours, the hub 14 will serve as a storage device for current and prior readings for each display location at a given retail site. In one embodiment, at a prescribed time (e.g., 2 A.M.), the hub 14 will test the local telephone line for availability, and place a toll-free call to the central server 16. Once a connection is established, the server will receive the tag data, reset the hub registers, and send any updated program information to the hub.
The central server 16 will aggregate the tag data for all retail sites, and report all locations not complying with a prescribed POP program for the current 24-hour period. Details about specific sites out of compliance, including contact name and telephone number, will be available to a call center. Customer service representatives will use all available information about the non-complying site to ascertain what is preventing POP execution in a timely manner, and attempt to remedy the non-compliance. Several different POP programs can be monitored and reported at any particular time.
In one embodiment, data from the system can be integrated with Point Of Sale (POS) scanner data to assess the impact (or commercial success) of a given program, and how such success relates to advertising compliance. The system can also be used to compare the effectiveness of one POP program versus another program, or a predetermined target or standard.
Typically, a dozen or more POP programs are executed at each retail site over the course of a year. Improving advertising compliance could greatly increase product/service revenues.
In addition, companies that sponsor POP programs often offer payments to retailers for their participation in such programs, with such payment conditional upon display of certain marketing materials. Improving knowledge of specific participation levels and dates could greatly improve the effectiveness and efficiency of POP programs.
The present invention can be used at retail outlets including: gas stations, convenience stores, grocery stores, mass merchandising outlets, drug stores, specialty retail outlets (e.g., pet stores, record stores, book stores), consumer electronics stores, etc.
A tag, such as an RFID tag or contact tag, could also be used by the sign and marketing material manufacturers to improve shipping operations (by, for example, tracking shipments, or verifying the contents of a carton of marketing material prior to shipment).
Illustrated in
To conserve battery power in active tags 50, these tags use a “sleeping” routine wherein the tag only periodically “wakes-up” to a search mode to look for interrogation signals from a reader. Upon detection of a transmission that is likely an interrogation signal, the tag fully awakens to an interrogation mode, verifies that the interrogation signal is valid, and responds to the valid interrogation signal by, for example, transmitting tag data to the reader. In the preferred simplified version, the tag may be programmed to wake-up periodically and transmit its data on an autonomous basis, without being interrogated by a reader. This requires a less costly tag and reader.
The tag 10 may be affixed either to a sign or to marketing material associated with a given marketing program. In one embodiment, the tag 10 is affixed to an advertising sign or marketing materials to be displayed, either when the sign or marketing material is produced or before delivery of the sign or marketing material to a retail outlet. The tags include an internal clock and a memory. The tags store: tag data, including an identification number, when the tag is delivered and displayed, and advertising information regarding when and where the sign or marketing material associated with the tag should be displayed according to a given advertising program.
The reader 12 will periodically read the tag data from the tag(s) within range of the reader 12. Alternatively, the reader 12 could manually read tag data from the tag(s) at the command of a user (e.g., compliance inspector). Once the tag data is received by the reader 12, it will be stored in memory. The reader 12 communicates with the hub 14 via a communication link 20. The hub is physically displaced from the reader 12, and is generally located in the retail outlet. The hub communicates with the central server via a communication link (e.g., a telephone line). The central server 16 is physically displaced from the hub 14, and is generally located hundreds or thousands of miles away from the hub. The central server 16 receives the details of each advertising program, including a list of participating sites and desired display locations at each site. The central server 16 will periodically upload tag data from each hub and perform compliance analysis for each advertising or POP program.
The reader 12 is designed to operate interactively with the tag 10. The reader 12 may be a hand-held unit or a fixedly mounted unit. Typically, the reader 12 is affixed to signage hardware 48. In one mode, the reader 12 will periodically transmit a command signal for interrogating any tags within range of the reader. When a sign 46 is displayed in the signage hardware 48, the reader 12 will detect the tag 10 associated with the sign after the next command signal transmission. In response to the command signal, the tag 10 will transmit its tag identification number, any status data (e.g., delivered, displayed), and the time and date corresponding to the status. For example, if the sign was “displayed” at 6:30 p.m., on Jan. 25, 2002, the tag will transmit: status—displayed, time—6:30 p.m., date—Jan. 25, 2002. This tag data will be stored by the reader 12. Alternatively, the tag 10 need not store status data. The hub 14 can determine when a given reader 12 first reported the presence of the tag 10. Alternately, the hub 14 need not store the status data. The central server 16 can determine when a given reader 12 first reported the presence of a tag 10.
The tag data obtained from individual tags 10 may be uploaded through the reader 12 to the hub 14 to the central server 16, which may include a database of all tag data. This data is then analyzed to determine which retail outlets are out of compliance with specific advertising programs.
In one embodiment, the tag antenna 18 may be a monopole antenna 18A, as shown in
Also shown in
As shown in
Some advertisements contain a featured price that may change independently of the sign or display with which it is associated. In such cases, the tag 10 can be used to report such featured pricing information, in addition to sign and/or display information (such as “delivered”, “displayed”, etc.). In one embodiment, contact tags 1000 are used to monitor the value of each digit in a featured price (e.g., $32.89 would be read by using 4 or more plastic loose-leaf or spiral bound digits, each having a contact tag 1000 associated therewith). A single reader 12 is used to monitor all the digits and report the entire price as a single data field. Other components of a featured price that could be monitored include qualifying information about the conditions of the price (e.g., “per pack”, “per carton”, “2 liter bottle”, “limit one per customer”, or “buy one, get one free”) and/or the brand being featured, such as “Winston”, “Salem”, “Coke”, or “Bud Light”.
One embodiment of the invention used for price reporting is shown in
In one embodiment, each reader 12 has the same back-end (i.e., transmitter and receiver components for communicating a specific data stream to the hub and/or central server) and several interchangeable front-ends (i.e., different data management modules for receiving data streams from different types of tags, such as passive, active and contact tags). The data streams from different types of tags may be different. Therefore, the interchangeable front-ends allow a reader 12 to communicate which different types of tags. The specific data stream sent to the hub and/or central server may be a standard data stream, such as an RS-232 data stream.
A contact tag reader includes a small set of contacts for stimulating a contact tag and receiving its data. In one embodiment, the contact tag reader is battery operated, and uses sleep modes to conserve power, as discussed below.
In another embodiment, the contact tags are implemented using optical, notch, or magnetic ink technologies. Magnetic ink technology can be used to monitor pricing information. In one embodiment, magnetic ink similar to that used to process checks is placed on pricing elements (e.g., plastic loose-leaf or spiral bound digits for displaying a featured price) and read by a contact reader that can distinguish patterns of magnetic field intensity.
In one embodiment, infrared or laser scanners are used to read pricing information. Such a scanner can detect patterns of light and dark printing on pricing elements based on the variation in light reflected back to the scanner. In another embodiment, a bar code scanner is used to read pricing information.
In a further embodiment, notch technology is used to read pricing information. For example, each pricing element (e.g., a plastic or cardboard card) may include a series of positional depressions (or the absence of them) along the perimeter of the pricing element or inconspicuous holes. In one embodiment, the presence or absence of a notch or hole in a given position is converted to a data stream via a series of two-position contacts on the price holder. When a hole or notch is encountered, the two opposing contacts physically touch each other, which creates a closed circuit. This closed circuit is detectable by a contact reader connected to the two contacts. Notches may also be used by optical detecting circuitry to determine and ID number.
In one embodiment of the compliance monitoring system, the tags 10 store sign information (e.g., display status, identification data, time and date information, etc.). In another embodiment, the tags 10 store only a tag identifier, which may comprise a 32-bit unique identification number. This identifier is associated with extensive descriptive information stored on the central server 16. This descriptive information corresponds to the specific advertising material associated with the tag 10. In one embodiment, the tag identifier and the descriptive information are synchronized when the tag 10 is assigned and affixed to a particular sign 46. If a tag 10 is re-used (i.e., associated with a different sign) its unique tag identifier is reassigned to the descriptive information on the central server 16 corresponding to the new sign associated with the tag 10.
Some retailers may expect payment for placing hubs, readers, and tags within their stores for purposes of monitoring their compliance with advertising programs. Therefore, in one embodiment, the readers 12 are used for consumer exposure monitoring. In this embodiment, the system may be used in conjunction with a retailer's frequent shopper or loyalty program to inform the retailers and manufacturers about the advertisements having the most appeal to shoppers (e.g., which advertisements shoppers closely investigated for a predetermined amount of time). In this embodiment, frequent or loyal shoppers are issued shopper identification cards having unique RFID tags for storing information about the shoppers. As a shopper proceeds through a store, if the shopper closely investigates a particular advertisement having an RFID tag, the shopper could flash his/her RFID card in the vicinity of the sign (i.e., move the card near the sign) to trigger data transfer to the reader. In another embodiment, the card's proximity to the sign could trigger data transfer to the reader (e.g., the card could be read in a shopper's purse). Information about which signs and the number of signs flashed by each customer (or the number of signs the shopper investigated such that card data was transferred to one or more readers) is reported to the retailer and/or to manufacturers. This consumer exposure information is used to help improve the value of a retailer's frequent shopper program, and/or is integrated with purchase information to provide additional and/or personalized incentives to the frequent shoppers. In another embodiment, information about which advertisements interested consumers during shopping could be used to focus subsequent advertising material, such as direct mail. These embodiments would enable more effective and more relevant marketing programs for both manufacturers and retailers.
In
To minimize signal interference, the frequency of the forward link channel (i.e., reader to tag) is varied among several of the available RF channels in the ISM frequency band in a pseudo-random manner (frequency hopping). Each forward link command is transmitted on a frequency different than the previous command in a pseudo-random manner to avoid continuous interference from other devices operating in this frequency band. Frequency hopping also allows the system to transmit the maximum signal radiation (+36 dBm) under 47 C.R.F. §15.
The active tags 50 provide several features, including: a unique tag identifier for identifying a specific tag and determining the status of the sign associated with the tag (e.g., delivered, displayed); the ability to transmit tag data autonomously to a reader; and the ability to archive tag data taken since the last upload to the reader 12.
As shown in
Each tag may include one or more of the following features:
A unique tag identification number—this number specifically identifies a particular tag 10. The tag identification number is typically the tag serial number. This number is programmed into the tag 10 at the factory or during installation (via, for example, a hand-held reader 12H).
A sign or marketing material model number—the sign or marketing material model identifies the type of sign or marketing material, and when and where it should be displayed pursuant to a particular advertising program. This number may also be programmed into the tag 10 at the factory or during installation (via, for example, a hand-held reader 12H).
Write-in capability—the tag 50 allows users to write user defined data into the tag memory, including where the sign is being displayed, what type of sign is associated with the tag, etc. This data may be password protected such that only authorized users can write data to the tag 50.
Autonomous transmit (AT)—the tag 50 may be programmed to self-awaken at preset intervals, transmit the tag data to a reader, and go back to sleep without external activation. The tag 50 may be pre-programmed from the factory with a default wake-up interval (e.g., 2.5 seconds); however, the user can change the wake-up interval.
Radio frequency operation—in one embodiment, the claimed system operates at 2.45 GHz, or in the ISM frequency band (902-928 MHz), or at 13.56 MHz, or at a low frequency (e.g., about 25-134 KHz).
Communications—the tag 10 is able to communicate with fixed readers 12F, or hand-held readers 12H.
Data display—tag data is displayed by the hub so retail personnel can monitor the status of each sign and receive messages from the central server 16.
Power—the active tags 50 are powered by a battery 42.
Tag life—given current battery capabilities, total tag life is greater than about 2 years, during normal operating conditions, which is greater than the average life of the sign associated with the tag.
Turn-OFF function—the tag 50 can be activated by a hand-held reader prior to shipment to a retail outlet, which prevents the tag 50 from being ON during storage of the sign. This extends the battery life of the tag 50.
Reader range—for a fixed reader 12F, in one embodiment the reader range is up to and including about 7 feet. This tags associated with signs in adjacent areas within the retail outlet to be differentiated or grouped on the basis of their location. The reader range can be extended to cover between 10-25 meters, effectively covering an entire retail outlet. Hand-held readers 12H can monitor tags up to about 25 meters from the reader antenna 22.
The tag data stored on the central server 16 may be accessed via a local area network (LAN) or the Internet. Tag data may be forwarded to a call center for display on a customer service representative's screen. Using this data, the CSR can call the non-complying retail outlet and try to ascertain the reason for non-compliance with an advertising program and attempt to remedy the situation in a timely manner.
The reader 12, in one embodiment, initiates RF communication with one or more of the tags 10. In one embodiment, the reader 12 is affixed to the signage hardware 48 that is positioned at various locations near the retail outlet (e.g., on a fuel island, on a pump topper, on an external kiosk, on a pump approach, on building signs, on checkout registers, etc.). The reader 12 will communicate with each tag 10 to determine if the corresponding sign is being displayed, and gather data, including when the sign was first displayed, when it is removed, etc. The reader 12 may also obtain the tag history data, which includes all tag data since the last time the tag data was uploaded to the reader. The history data is sent from the reader 12 to the hub 14 and then to the central server 16 by a communication channel 32, comprising one or more of an Ethernet link, Internet link, wire link, wireless link, microwave link, satellite link, optical link, cable link, RF link, LAN link, or other appropriate communication link.
Portable or hand-held readers 12H communicate with the tags 10 and gathers tag data, including history data. Hand-held readers 12H may be used in conjunction with manual inspections, or surveys, to determine if marketing material has been displayed pursuant to a specific program. These readers 12H decrease the time and cost of surveys by reading all the tags at a specific retail outlet, within a small amount of time, without requiring the user to even exit his car. The hand-held readers 12H provide an “on-site read” of all the tags at a specific location or site.
In one embodiment, there are four data relay channels. These channels are used to transmit data from the tag 50 to the reader 12 and/or from the reader 12 to the hub 14. The data relay link packets (DRLPs) are transmitted on each of the channels, sequentially. For example, if the tag 50 responds to a reader 12 with its serial number on channel 1, the tag 50 will then respond to the next reader command on channel 2. If the reader 12 receives bad data from the tag, it will disregard that data. The tag 50 will then retransmit the data on channel 3. If the reader 12 determines that the received data is again corrupt, it will command the tag 50 to retransmit the data. In one embodiment, retransmission of data will continue until the data has been sent five times (once on each channel, e.g., on channel 1, 2, 3, 4, and 1—the first channel is tried twice). If the reader 12 still does not receive good data, it will cease transmitting to that particular tag 50 for a predetermined period of time.
During forward link communication, packets are sent from the central sever 16 to the hub 14, from the hub 14 to the reader 12, or from the reader 12 to the tag 50. During data relay link communication, packets are sent from the tag 50 to the reader 12, from the reader 12 to the hub 14, or from the hub 14 to the central sever 16. The tag data is communicated in this fashion from one device to the next (see
Under 47 C.R.F. §15, using spread spectrum transmission (i.e., frequency hopping), the maximum allowable power that can be radiated in free space is +36 dBM (without using spread spectrum transmission, the maximum allowable power in free space is −1 dBM). In the forward link, the amount of power transmitted is measured near the tag. Some attenuation may result from transmission through the sign, and additional attenuation may occur due to interference from other signs, cars and/or structures.
Fifty-one forward link channels were selected in part due to FCC Part 15 (47 C.R.F. §15), which specifies 50 channels as the minimum; however, it is apparent that more than 50 channels could be used in this spread-spectrum system.
It is possible that two tags 50 will awaken at the same time and both be within range of the reader antenna 22. If this occurs, interference may result since both tags 50 may be responding to the same message on the same return link channel. By predetermining different wake-up times and the short duration of data transmitted effectively obviates this problem.
The tag 50 may include a microprocessor 30 that controls the operation of the tag 50. In one embodiment, the microprocessor 30 includes two internal oscillators, internal RAM, internal ROM, and other standard features. To maximize battery life, two oscillators are desirable because they allow for two different clock speeds. Having two clocks allows a designer to minimize use of the high-speed clock (thus, conserving battery power). The two oscillators could also be externally supplied to the microprocessor.
An EEPROM can be used for storing tag history data. History data is periodically written from the microprocessor RAM to the EEPROM. The EEPROM is a non-volatile memory; therefore, it does not need power to maintain its information, and can be turned off to conserve battery power.
The tag data from a tag 10 can be accessed via the central server 16, which typically includes a keyboard for data input by a user and a display for data output to a user. The display provides tag data to a user. This data is archived in the central server 16. The central server 16 also provides a LAN or Web interface to the system for providing the tag data to a remote user (such as a CSR) and for allowing the remote user to analyze the tag data, or enter user defined data, such as the retail outlet where the sign is being displayed, the compliance history of the retail outlet, etc.
Although the embodiment illustrated in
In addition, the reader 12, the hub 14, and the central server 16 may be two or more separate units, and data may be transmitted between these units using a request/response protocol (where, for example, the central server requests data from the hub) or using a push protocol (where, for example, the hub periodically transmits data to the central server 16 without such data being requested by the central server 16).
The deep sleep mode uses a watchdog timer (WDT) to determine when to wake up. During the deep sleep mode, the microprocessor is not running and all clocks are stopped. Thus, only a minimum amount of power is consumed in the deep sleep mode. When the WDT times out, the microprocessor is started in its low-speed clock mode (referred to as lucid sleep mode), where the tag determines if it is time to enter the search mode. The lucid sleep mode and search mode can be combined into a single mode.
In one embodiment, the system includes an RFID tag that transmits parameters regarding intended location, content, sponsor, purpose, etc. The RFID signal to the reader contains some or all of the following information:
Unique 32-bit tag identifier (may be written to tag at time of marketing material production or shipping, or pre-programmed by tag manufacturer)
In one embodiment, the system includes an outdoor reader that receives tag data and transmits tag data, reader ID & battery status information. Such a reader may be mounted in a tamper-proof package that is securely mountable to sign hardware (e.g., plastic, painted/plated steel, or bare/anodized aluminum). The reader is removable by authorized personnel for remote repair. In another embodiment, the reader is mounted in a tamper-proof package that is securely mountable to glass or painted/plated/anodized metal.
In one embodiment, when the reader is polled by the hub, the reader reads and transmits information from the RFID tag.
In one embodiment, the RDIF data may include some or all of the following information:
In one embodiment, the system includes an indoor reader that receives tag data and transmits tag data, reader ID and battery status information. Such a reader may be mounted in a tamper-proof package that is securely mountable to sign hardware (e.g., plastic, painted/plated steel, or bare/anodized aluminum). The reader is removable by authorized personnel for remote repair. In another embodiment, the reader is mounted in a tamper-proof package that is securely mountable to glass or painted/plated/anodized metal.
In one embodiment, the system includes a hub that polls readers, displays problem conditions/solutions, polls local phone line, logs into central server, reports signage information and trouble conditions. Such a hub may be movable, with rubber “feet” for stability.
In one embodiment, the hub may include some or all of the following features:
In one embodiment, the system includes a central server that coordinates hub polling, consolidates POP program information, collects and reports signage configuration for each retail site. The central server, in one embodiment, administers POP programs for all registered signage and provide status reports for all sites and programs, with feeds to call center customer service representatives.
In one embodiment, the system includes an RFID writer that writes data to RFID tags to be affixed to signage during the packing/shipping process. The RFID writer may comprise a hand-held reader 12. The data written to the tags may include parameters for a specific POP program (from the central server) and/or the locations participating in the program. The RFID writer may also register assets to the central server and/or an invoicing/billing system.
In the embodiments above, when a passive tag was used it could report the presence or absence of tags at a distance of about 4 inches and then transmit that information over a 915 MHz radio link capable of working over several hundred meters. It is desirable to have a system that extends the range of detecting and reporting the presence or absence of tags in other range of groupings including 6-10 fees, 15-30 feet, and 60-90 feet or more. To do so permits elements of marketing material to be identified as being within specific locations within a retail environment or in general sections of a store. The inventors have conceived the preferred embodiment detailed hereinafter.
A technology hybrid solution solves the distance and other problems and is entitled the Contact/Backscatter Reader System (CBRS). Marketing materials can be produced with very inexpensive identifiers on them (e.g. the cost of conductive ink placed directly on the materials or onto adhesive labels.) A single reader then reads multiple tags further reducing the cost of the system.
The CBRS consists of Hubs, Backscatter Reader Transponders, Contact Backscatter Tags, and items to be identified through contact points. Backscatter technology is well known in the art and the necessary equipment is available as shelf items, has reasonably precise detection and reporting ranges (the energy returned by the tags varies inversely with the fourth power of the distance separating it from the transmitter), has a low tag cost, and is robust across a range of environments (including outdoors). A specific arrangement for the preferred embodiment and a working example are hereinafter described.
A block diagram of the novel Contact/Backscatter Reader System (CBRS) is shown in
The tags 112 then add their own unique ID and format a data packet to be sent to the Backscatter Reader Transponder(s) 114 and 116 (BRT). The data packet is encoded and reflected from the antenna 228 back to the BRT. Encoding can be as simple as creating and modulating a side band frequency (or subcarrier) such as 455 KHz. The actual data rate of the backscatter signal could be as low as 1 or 2 kbps since the amount of data is small and the requirements for reporting speed are modest. The backscatter signal may be modulated in amplitude (AM), frequency (FM), or phase (PM). The CBTs 112 transmit their data, using such modulated backscatter techniques, to the BRTs 114 and 116 and from the thence to Hub 118 via antenna 120. The BRT 114 may operate in a half duplex mode with one antenna 115 while BRT 116 can operate in a full duplex mode using receiver antenna 117 and transmitting antenna 119. Hub 118 then transmits the received data out to a central server 16 as described in relation to
Backscatter Reader Transponders 114 and 116 (in
Multiple CBTs can be served by one BRT since they transmit at random time intervals, and the ratio of transmit time to sleep time is very small. This is accomplished without any coordination among the CBTs. BRTs generate a signal indicating that low battery power is present when such case exists.
Further, a signal is generated when the BRT 114/116 is moved or is subject to tampering. Software monitors the position of a switch 121 (shown on BRT 114 in
Data about the read range associated with each BRT 114/116 (such as inches, a few feet, a dozen feet, many yards, and many dozens of yards) is transmitted in the packet of information back to the hub 118 so that location of items can be identified within a desired subset of the total retail space available. This is accomplished by polling the position of a switch 122 (on BRT 116 in
Alternatively, the BRT may cycle through several pre-determined power settings and note the smallest setting in which a given identification is achieved. Combinations of detections, detection patterns, or the lack therof across more than one BRT can also be used to locate CBTs in an environment once the read range and location of each BRT is known. The concept involves varying the power to an amplifier of the transmitted backscatter signal, noting the power status at which tags are detected, and attaching that status to the data packet sent back to the hub 118 from the backscatter reader 114/116. Thus, several power settings may be involved. At the lowest power setting (e.g. a 6 foot read range), several tags in the 6 foot range may be detected. The identification numbers of any tags read in that range would be reported to the hub 18 along with the identifier of the reader detecting them (two or more readers may detect the same tags since their coverage may be overlapping), as well as a code indicating that the reader had detected the tags at the lowest backscatter power setting. The reader 114/116 would then send a backscatter signal at a higher power setting and report all tags detected at that setting along with a code indicating the higher power backscatter setting.
When reader identification, tag identification, and power status data is received by a remote server 16 from the hub 14 (see
Alternatively, a single BRT could have a number of antennae connected to it in order to monitor a variety of locations or retail zones. An example of utilizing various read ranges could be three BRTs, each locating marketing materials in its own small separate area through a limited reception range (such as on specific gondolas) with two other BRTs identifying objects in a wide area (such as portions of the front end of a store). An identifiable overlap of reception/coverage can be obtained for additional location specificity.
It is also possible for providers of the marketing material to pre-package a backscatter tag 112 (having a unique identifier) on the material to be monitored. In such cases, backscatter technology is still used; however, to save cost, there may then be no need for the contact portion of the tag. This permits items to be monitored without any intervention of retail, audit, sales, or distribution personnel.
However, retail, sales, distribution, or audit personnel may indeed attach a tag to the item being monitored. Further, CBTs may be reusable, further reducing the cost of the system. Recovery of all tags 112 (
The CBT tags 112 illustrated in
The backscatter BRTs 114/116 can be mounted in useful locations to communicate with one or more of the CBTs 212. For example, if it is desired to monitor a particular advertising element, or elements, in a particular location or area, such as, for instance, an aisle, or adjacent aisles, in a market, the BRT can be mounted in the ceiling just above the CBT 212. If either the BRT or one or more of the CBTs is moved any significant distance from its predetermined or fixed location, the BRT 114/116 no longer receives the data from the CBT 212 and reports that it or one or more CBTs has been moved.
Of course, the BRT 212 may be mounted in a fixed location horizontally from the CBT 212. Again, if the CBT 212 is moved a significant distance from its original location, no signal is received and the BRT reports the CBT as having been moved.
Alternatively, CBTs 212 could be used to monitor a featured price, with each of several digits associated with a displayed price reported as described earlier. The data would be shifted into a memory of the microcontroller 222 from shift register 218 on communication path 220. The sign ID, along with the tag 212 unique ID, is formatted and shifted out of the micro-controller 222 forming the modulating signal. This takes place on periodic time basis such as every 1 or 2 minutes. Battery 214 may be used to power the CBT 212 as shown in
The system is robust and operates automatically. For example, a tag awakens on average each minute and sends modulating data. The data burst takes 10-12 milliseconds. The tag goes back to “sleep” for a random time with an average of 1 minute. Randomness may be simply the result of “sloppy” clocks in the CBTs. The BRT awakens every 60 minutes but remains on for 1½ minutes to insure all tags in range have had a chance to send their information.
The core component of the CBT is one of the very low-power, low-cost microcontrollers, such as the PIC series from Microchip. The battery in the CBT could be a small Lithium cell, like a hearing aid battery, or it could be a disposable type, such as an alkaline cell. The power is low enough that the CBT could be powered from a small photovoltaic cell that would produce energy from ambient light. This energy could charge a rechargeable battery, or simply be stored in a sufficiently large capacitor.
The BRT design is well understood, and can also be readily developed using available components. Key to it is a low-phase-noise oscillator and a power amplifier. This device must be capable of frequency hopping to comply with FCC requirements. RF Micro Devices make several ICs that can be used to implement a phase-locked oscillator with the required properties. The frequency hopping can be accomplished using a code running on a small embedded processor, such as a PIC chip. Due to the vigorous developments in the wireless industry, there are many low-cost power amplifier components available, and, again, Micro Devices has several offerings in this area. Multiple signal processing options possible, depending on the level of performance required. Almost all of the devices use a direct-conversion receiver, either single-channel or two quadrature channels (I/O processing). The data on the subcarrier (around 455 KHz) can be recovered using analog signal processing, digital signal processing, or even a mixture of the two. Data synchronization and recovery can be accomplished in software or programmable logic, or even by a custom IC.
A prototype version of the Backscatter Reader/Transceiver (BRT) and test tag has been operated. A test tag was programmed on a complex programmable logic device (CPLD) from XiLinx Inc., Device No. XCR3128XL-6-VQ100, to produce the actual signals that would be used in a production version of the Backscatter Tag (BT) or Contact Backscatter Tag (CBT). A test tag was made from a BRT board using only the necessary components: (CPLD, voltage regulator, clock, decoupling capacitors, etc.) to simulate a BT. The test BT was programmed to backscatter a data block every 306 ms; in normal operation the tag would do this once per hour or so. The CPLD (Complex Programmable Logic Device) on the Backscatter Reader contains dedicated circuitry to demodulate the received signal and present the data as successive bytes transferred to the microcontroller. The inputs were a modulated subcarrier at 455 kHz and a 10 MHz clock.
A 24-bit accumulator was used to create a programmable digital oscillator driven by the 10 MHz clock which will overflow near the 455 kHz subcarrier frequency. The modulated subcarrier is compared to the phase and frequency of the locally generated subcarrier frequency. The modulus of the accumulator is reduced if the local frequency is greater than the received subcarrier; the modulus is increased if the local frequency is less than the received signal, and a clock at four times the subcarrier frequency are generated and presented to the successive processes. The subcarrier is then stripped from the raw-input signal by applying an exclusive OR function to the raw data and the recovered subcarrier clock. An integrate and dump filter was implemented using a 10-bit upcounter to remove tracking errors and sampling errors near the transitions and for optimal demodulation. The data stream was sampled 256 times per bit period and a binary decision is made at the end of the bit period based on the total integrated energy in the bit time. Bit boundaries are determined by detecting the phase change in the received subcarrier when the data changes, and by flywheeling through periods of no data transitions with a counter. Since the data is differentially encoded prior to transmission, a differential decoder is provided after the integrate and dump filter. Differential coding insures that no polarity ambiguity exists in the recovered data.
The serial data stream was input to an eight-bit shift register to provide a byte-wide interface to the microprocessor. An eight-bit sync byte is detected by a magnitude compare circuit, and the next byte in the data stream is loaded into a register which counts the bytes transferred in the data packet. As each byte of the packet is aligned in the shift register, a write pulse is generated which latches that byte in the microprocessor input port and signals the microprocessor. After all bytes of the data packet have been transferred, the circuitry is re-initialized and ready for receipt of the next packet. The BRT was hopping through the 51 channels in pseudorandom order. The radiated power was approximately 0.5 W (+19 dBm+8 dBil=+27 dBm). The detected packets were output from the BRT to a PC running a terminal program. The terminal program displayed the number of good packets received and the number of packets that spoofed a Fletcher checksum algorithm.
During preliminary testing, at a range of 25-35 feet, there was nearly 100% data package reception from the tag, with any loss being attributable to time delay in channel hopping, the data loss being picked up at the next transmission. At a 65 foot distance between the tag and BRT, the rate of successful packet receipt was 50% and the rate of packets that spoof the Fletcher checksum was approximately 0.01%.
In a commercial device, a lithium battery such as a CR2032 could be used. The tag may use a Microchip Pic such as No. C-672, or a CPLD from XiLinx, Inc. A suitable switch decoder by Alpha or Hewlett Packard would be used to switch impedance.
While particular embodiments of the invention have been shown and described in detail, it will be obvious to those skilled in the art that changes and modifications of the present invention, in its various embodiments, may be made without departing from the spirit and scope of the invention. Other elements, steps, methods and techniques that are insubstantially different from those described herein are also within the scope of the invention. Thus, the scope of the invention should not be limited by the particular embodiments described herein but should be defined by the appended claims and equivalents thereof.
This application claims the benefit of U.S. Provisional Application Ser. No. 60/332,149, filed on Nov. 21, 2001, and is a continuation-in-part of U.S. application Ser. No. 10/158,146 filed May 30, 2002 and entitled “Advertising Compliance Monitoring System,” both of which are assigned to the assignee of the present application. The applicants are claiming priority to both the provisional application and Ser. No. 10/158,146 thus making the effective filing date of this application Nov. 21, 2001.
| Number | Date | Country | |
|---|---|---|---|
| 60332149 | Nov 2001 | US |
| Number | Date | Country | |
|---|---|---|---|
| Parent | 10158416 | May 2002 | US |
| Child | 10393330 | Mar 2003 | US |
