Patent Application
20110231236
Discount coupons are an important aspect of the retail grocery industry for increasing sales and fostering brand and store loyalty. A Promotion Marketing Association survey in 2008 found that 89 percent of the respondents reported using coupons when shopping (for grocery, household and healthcare items at supermarkets), 97 percent of primary shoppers said that they use coupons at supermarkets, and coupon users reported an average of 7 percent savings on their grocery bills with coupons. The association further reported that over $350 billion of packaged goods coupons were offered yearly, the average value was about $1.25 per coupon, and that consumers save about $2.6 billion annually using manufacturers' coupons when shopping for packaged products. The Association further reported that coupon use by consumers held steady in 2008 as compared to the previous year, which stopped a fifteen year trend of decline in annual coupon redemption.
As of September 2008 almost 90 percent of all coupons were issued in Sunday newspaper supplements, but coupons were also available directly in many retailers' ads or stores, in magazines, in and on product packaging, on the Internet, and in consumers' mailboxes. Electronic coupons are gaining in popularity and typically are provided to consumers through a loyalty card or membership account. There is still a need, however, for electronic coupons that can be delivered to customers with no prior membership or account information.
The present disclosure is directed to methods and systems for promotions of selected products in a retail grocery setting by providing electronic coupons for immediate use. In certain preferred embodiments customers are provided an RFID tag that can communicate with RFID devices placed on the grocery shelves adjacent or near the selected products. Touching or approaching the shelf devices with a tag transfers the coupon or ID information to the tag, and an RFID reader at the point of sale retrieves the coupon information and applies the discounts at checkout.
Throughout this disclosure, unless the context dictates otherwise, the word “comprise” or variations such as “comprises” or “comprising,” is understood to mean “includes, but is not limited to” such that other elements that are not explicitly mentioned may also be included. Further, unless the context dictates otherwise, use of the term “a” or “the” may mean a singular object or element, or it may mean a plurality, or one or more of such objects or elements.
The following drawings form part of the present specification and are included to further demonstrate certain aspects of the present invention. The invention may be better understood by reference to one or more of these drawings in combination with the detailed description of specific embodiments presented herein.
The present disclosure provides systems and methods of increasing the use of coupons in a retail grocery setting by providing paperless, instantly redeemable coupons to customers at grocery shelf locations. The systems and methods further provide retailers an effective tool for encouraging customers to select certain products, to visit certain areas of a retail store, and to return to a particular store for future shopping needs.
The RFID tag is provided to a customer for use during a shopping trip to retrieve coupon information from shelf devices and transport that information to the point of sale to receive credit for the coupon discounts. In certain embodiments a tag is provided to a customer upon entering the store for use during that trip and then returned to the store upon checkout. In other embodiments, a customer can keep the tag for future visits to the issuing store. In this way, information about coupons used by the holder of the tag can be collected by the point of sale server and used to track customer coupon use. This gives the retailer a basis for offering additional or future coupon discounts. In certain embodiments, for example, a kiosk can be provided by the retailer such that when a customer returns with a previously used tag, the kiosk can be tapped with the tag and such action provides coupons to that tag based on previous use.
It is an aspect of the disclosure that the coupon use information can be collected and used by the retailer while the customer remains anonymous. Such information can include but is not limited to, combinations of coupons used by the same customer in a single shopping trip, or coupons used by a customer over more than one shopping trip if the tag is kept by a customer and used in one or more subsequent shopping trips.
The system further includes a plurality of shelf devices that store coupon information and transfer information to the customer tags. Two types of shelf units shown in
In certain embodiments, a simpler shelf unit does not include wireless communication capability. As shown in
An example of the face portion of a shelf unit 16 is shown in
The shelf unit further includes a proximity sensor 42 for detecting the presence of a customer. In certain embodiments, the device can reside in standby mode until the proximity sensor detects a customer, causing the device to power up. The device can further include indicators, such as an LED 44 and/or a speaker 46. These indicators tell a customer that the coupon information has been successfully transferred to the tag by either a blinking LED or by emitting a beep or sound through the speaker. The face of the shelf unit can also include a barcode 48 for identifying the shelf unit. The shelf unit face can also include an advertising tag 50, that provides coupon information to a customer and can also include copy to encourage customers to use the coupon, or any other information such as logos or other advertising. The shelf units can be powered by battery such as a lithium ion battery, for example, or they can be hard-wired in certain embodiments.
The system illustrated in
The present disclosure can be described in certain embodiments as a method for providing electronic coupons to customers in a retail store. The method includes providing an RFID tag to customers to use while shopping in the retail store, providing one or more electronic devices on a shelf of the retail store near selected products, where the shelf device is programmed to detect the presence of a customer tag and to transmit discount pricing information for the selected product to the tag. The method further includes providing a point of sale checkout device, wherein the checkout device comprises or is connected to a module configured to read discount coupon data stored on the tag and to apply the discount data to a customer's balance upon checkout. In certain embodiments the method includes associating a tag to a customer's purchase information to provide additional advertising or coupons. Additional coupon information can be added to the tag, for example, for use in a future purchase. Information from the tag can also be collected by the store server to evaluate coupon programs.
It is an aspect of the disclosure that the coupons can be collected during a shopping trip and are available for immediate use during the same visit upon checkout. The methods are thus distinguished over methods in which coupons are only printed or provided at checkout for use in a subsequent shopping transaction, and methods of electronic coupon distribution in which a membership or registration is required in order to receive electronic coupons, typically prior to a store visit.
A further aspect of the disclosure is a point of sale device that is configured to extract the coupon data from a customer tag and apply the appropriate discounts to the purchased items. The point of sale checkout device can include computer readable media with instructions embedded thereon to read the coupon discount information; compare the coupon discount information to the list of items purchased; subtract the discount amounts from the cost of items for which coupon data has been loaded onto the tag; and providing a receipt to a customer that includes the coupon discounts.
An example of the use of an electronic coupon as disclosed includes, but is not limited to the following steps. A shelf unit is assigned to a promotion, such as a discount of 1 dollar from the cost of a unit of bananas. The shelf unit has an assigned number associated with that shelf unit, 1230567, for example. The shelf unit number can have been programmed either wirelessly, or with a mobile barcode scanner and NFC reader/writer. A database in a server, such as the point of sale server is programmed to recognize that when a tag with shelf number 1230567 is presented upon checkout, that is a coupon for $1.00 off a unit of bananas. An RFID tag is provided to a customer. The customer goes to the shelf and taps the tag against the shelf unit designated as 1230567. The shelf unit writes its ID number 1230567 onto the RFID tag. At the point of sale, the customer taps the tag against the point of sale reader. The shelf tag number is read by the reader and associated with the programmed data, 1230567=$1.00 a unit of bananas. The point of sale device clears the tag and applies the discount to a unit of bananas when that appears in the list of sale items. The applied discount can then be indicated on the customer receipt.
The systems and methods of the disclosure can also include additional promotional materials, both at the entrance to the store and at the various shelf locations. A store can provide, for example, a list of items or locations in the store where electronic coupons are available as well as information at the shelf locations that directs a customer to a particular brand, size or quantity of product and can also direct customers to related products that may also have electronic coupons available. In certain embodiments, for example, an electronic device on the shelf can include a front surface that displays coupon and price information, and such display can also be provided by an electronic display, such as a display including a light emitting diode. The electronic device on the shelf can also include a “tag me” area such that placing a tag on or adjacent the tag area causes the tag to be within the broadcast zone of the electronic shelf device, resulting in transfer of coupon information from the electronic device on the shelf to the tag.
The present disclosure can also be described in certain embodiments as a system for providing coupons to shoppers in a retail setting. Such systems can include an RFID device configured to attach to a retail grocery shelf, the device comprising an electronic circuit that functions as an RFID reader/writer, a proximity sensor, a battery and a GUID barcode; an electronic tag comprising an RFID reader/writer and a GUID bar code; a point of sale checkout device that includes an RFID reader, a computer readable media with instructions embedded therein to read the coupon discount information from an electronic tag, compare the coupon discount information to the list of items purchased; subtract the discount amounts from the cost of items for which coupon data has been loaded onto the tag; and provide a receipt to a customer that includes the coupon discounts. The system can further include a point of sale server connected to the point of sale checkout device comprising a database for storing coupon use information. The point of sale server can include databases and connections that are known in the art such as sales and inventory information and can be connected to a large area network to process data or to provide data related to multiple store locations.
The disclosed methods can include methods of promoting selected products to customers in a retail grocery store comprising providing customers with an RFID tag for use while shopping and providing one or more wireless devices on grocery shelves near the selected products, wherein customers can receive coupons by placing the tag near the wireless device to transfer coupon discount information to the tag, and further wherein the coupon discount information is read by a device at the point of sale such that the coupon discounts are subtracted from the total cost for the selected products, thus providing a simplified and convenient couponing method for customers that does not include cutting paper coupons, or obtaining electronic coupons in advance. The methods can also be described as methods of distributing coupons electronically in a retail grocery store comprising providing an RFID device on a grocery shelf that is configured to transfer coupon discount information to a customer tag, wherein the coupon can be redeemed immediately.
Although other types of devices known in the art, such as those that use sound or light can be used, the use of RFID is a preferred technology for the practice of the disclosed systems and methods. The purpose of an RFID system is to enable data to be transmitted by a portable device, called a tag, which is read by an RFID reader and processed according to the needs of a particular application.
A typical RFID tag consists of a microchip attached to a radio antenna mounted on a substrate. The antenna emits radio signals to activate the tag and to read and write data to it. A reader is required to retrieve the data that is stored on a tag. A typical reader is a device that has one or more antennas that emit radio waves and receive signals back from the tag. The reader then passes the information in digital form to a computer system. In the present disclosure, the electronic shelf device comprises both a reader and a writer so that coupon information can be stored in the device and that information can be transmitted to the customer's tag. In certain embodiments, the reader emits radio waves in ranges of anywhere from one inch to 100 feet or more, depending upon its power output and the radio frequency used. As used herein, the effective range of radio waves for a device is also referred to as the broadcast zone. In the present disclosure, the reader emits RF waves at a low data rate, and provide long battery life and secure networking.
In preferred embodiments, the point of sale device also includes an RFID reader. This reader decodes the coupon data encoded in the tag's integrated circuit (silicon chip) and the data is passed to the host computer for processing.
The types of tags that can be used with the present disclosure include HF (High Frequency) Tags, Labels and Cards that operate at a frequency of 13.56 MHz. These types of tags are defined as passive, as they have no independent power source. RFID applications that use HF RFID tags are typically the applications that require read distances of less than three feet.
Another appropriate type of tag is the LF (Low Frequency) Tags, Labels and Cards. The low frequency tags operate at low-frequency (125 khz) and thus use less power. This range is also better able to penetrate non-metallic substances. These types of tags are also passive and have a read range of less than a foot.
While particular embodiments of the invention and method steps of the invention have been described herein in terms of preferred embodiments, additional alternatives not specifically disclosed but known in the art are intended to fall within the scope of the disclosure. Thus, it will be apparent to those of skill in the art that variations may be applied to the devices and/or methods and in the steps or in the sequence of steps of the methods described herein without departing from the concept, spirit and scope of the invention. All such similar substitutes and modifications apparent to those skilled in the art are deemed to be within the spirit, scope and concept of the invention as defined by the appended claims.
