U.S. patent application number 09/767433 was filed with the patent office on 2001-07-12 for automated shopping cart handle.
Invention is credited to Begum, Paul G..
Application Number | 20010007450 09/767433 |
Document ID | / |
Family ID | 46160716 |
Filed Date | 2001-07-12 |
United States Patent
Application |
20010007450 |
Kind Code |
A1 |
Begum, Paul G. |
July 12, 2001 |
Automated shopping cart handle
Abstract
An electronic shopping-cart handle with a hand bar and a display
unit having an informational display screen for a product directory
and periodic display of advertisements, the display unit having
operating controls operable by a user's thumbs while maintaining a
hand grip on the hand bar for displaying select user information on
the display screen.
Inventors: |
Begum, Paul G.; (Salt Lake
City, UT) |
Correspondence
Address: |
RICHARD ESTY PETERSON
PATENT ATTORNEY
1905-D PALMETTO AVENUE
PACIFICA
CA
94044
US
|
Family ID: |
46160716 |
Appl. No.: |
09/767433 |
Filed: |
January 23, 2001 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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09767433 |
Jan 23, 2001 |
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08090285 |
Jul 12, 1993 |
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6177880 |
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08090285 |
Jul 12, 1993 |
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07821079 |
Jan 16, 1992 |
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Current U.S.
Class: |
345/204 ;
340/5.91 |
Current CPC
Class: |
B62B 3/1424 20130101;
G06Q 30/0253 20130101; B62B 3/1416 20130101; B62B 3/1408 20130101;
G06Q 30/0267 20130101 |
Class at
Publication: |
345/204 ;
340/5.91 |
International
Class: |
G09G 005/00; G06F
007/04 |
Claims
1. In a mobile electronic shopping cart informational device having
a display handle with a display unit, the display unit having a
central processor, a memory file of screen graphics, and a display
screen for display of screen graphics, a method for automatically
displaying a screen graphic of a promoted product in a marketing
area comprising the steps: positioning at least one message sending
unit proximate the location of the promoted product in the
marketing area; detecting the presence of a mobile shopping cart
informational device in the vicinity of the message sending unit by
detection means in the message sending unit; transmitting a data
signal representing the screen graphic of the promoted product;
comparing the screen graphic transmitted by the data signal with
screen graphics in the memory file of screen graphics in the
informational device by the central processor of the informational
device; displaying the screen graphic represented by the
transmitted data signal on the display screen of the informational
device; and, updating the memory file of screen graphics with the
screen graphics represented by the transmitted data signal when the
memory file of screen graphics does not contain the screen graphic
represented by the transmitted data signal.
2. In a mobile electronic shopping cart informational device having
a display handle with a display unit, the display unit having a
central processor, a memory file of screen graphics, and a display
screen for display of screen graphics, a method for automatically
displaying a screen graphic of a promoted product in a marketing
area comprising the steps: positioning at least one message sending
unit proximate the location of the promoted product in the
marketing area; detecting the presence of a mobile shopping cart
informational device in the vicinity of the message sending unit by
detection means in the message sending unit; transmitting a data
signal representing the screen graphic of the promoted product;
comparing data identifying the screen graphic transmitted by the
data signal with data identifying screen graphics in the memory
file of screen graphics in the informational device by the central
processor of the informational device; displaying the screen
graphic represented by the transmitted data signal on the display
screen of the informational device from the memory file of screen
graphics when data identifying the screen graphic transmitted by
the data signal matches data identifying a screen graphic in the
memory file; and, updating the memory file of screen graphics with
the screen graphics represented by the transmitted data signal when
the memory file of screen graphics does not contain the screen
graphic represented by the transmitted data signal.
3. In a mobile electronic shopping cart informational device having
a display handle with a display unit, the display unit having a
central processor, a memory file of screen graphics, and a display
screen for display of screen graphics, a method for automatically
displaying a screen graphic of a promoted product in a marketing
area comprising the steps: positioning at least one message sending
unit proximate the location of the promoted product in the
marketing area; detecting the presence of a mobile shopping cart
informational device in the vicinity of the message sending unit by
detection means in the message sending unit; transmitting a data
signal representing the screen graphic of the promoted product;
comparing data identifying the screen graphic transmitted by the
data signal with data identifying screen graphics in the memory
file of screen graphics in the informational device by the central
processor of the informational device; displaying the screen
graphic represented by the transmitted data signal from the memory
file of screen graphics on the display screen of the informational
device from the transmitted data signal when data identifying the
screen graphic transmitted by the data signal does not match data
identifying a screen graphic in the memory file; and, updating the
memory file of screen graphics with the screen graphics represented
by the transmitted data signal when the memory file of screen
graphics does not contain the screen graphic represented by the
transmitted data signal.
Description
BACKGROUND OF THE INVENTION
[0001] This application is a divisional application of application
Ser. No. 08/090,285, filed on Jul. 12, 1993, issued as U.S. Pat.
No. 6,177,880 on Jan. 23, 2001, which is a continuation-in-part of
application Ser. No. 07/821,079 of the same title filed Jan. 16,
1992 and now abandoned.
[0002] This invention relates to an electronic shopping cart
handle, and in particular to a unitary, shopping cart handle and
informational display that is ergonomically designed for ease of
use. This shopping cart handle relates to the invention described
in the Patent Application entitled, Device for Providing
Advertising to Shoppers, Ser. No. 608,167, filed, Nov. 1, 1990. In
that application, a shopping cart handle was described having an
integral electronic display with different embodiments of input
controls, including a keyboard adjacent to or under the
display.
[0003] Two prior art systems for notifying shoppers of promotional
items at the location of the promoted items have been described. In
one system, Malec, Pat. No. 4,973,952 entitled, "SHOPPING CART
DISPLAY SYSTEM," a method for point of purchase promotions has been
disclosed in which a series of address identified promotional
screen graphics are stored in memory. A plurality of triggering
units are positioned throughout the marketing area, each
strategically located proximate a promotional item. Each triggering
unit transmits an address signal to the receiver of a display unit
on any mobile shopping cart in the area. The address signal is
specific to the memory location of the screen graphic for the item
promoted at that location. The coded address signal is processed by
the display unit to locate the cross-referenced screen graphic
corresponding to the promoted item to display the screen graphic in
a display screen on the display unit.
[0004] The advantage of this system is that only a short address
code need be transmitted within the brief window of time available
while the shopper is passing the location of the promoted item.
[0005] A second system is disclosed in Vela, et al. In its primary
embodiment, this system has a similar arrangement of components.
The strategically located transmitter units, however, transmit a
message signal in a burst mode representing the screen graphic of
the promoted item at that location. The burst signal is held in a
buffer register and processed by a central processor in the display
unit and be displayed on the display screen of the display
unit.
[0006] The advantage of this system is that the memory of all the
display units need not be reprogrammed at once by a central
location to change a promotional graphic. Display units on shopping
carts not in the area of reception of the reprogramming signal may
be missed, for example, when in the parking lot or being serviced.
The disadvantage is that the burst signal attempts to convey so
much data within such a brief window of time that data may be lost
and a display error may result.
[0007] The system utilized in this invention is a hybrid system
that differs in operation from either of the described systems, but
combines certain features of each.
[0008] The system of this invention utilizes similar components
with the locationally specific transmitting unit transmitting a
digitized message signal representing the screen graphic together
with other product control signals related to the promoted item
such as the universal product identification number, bar code, date
or iteration of the promotional graphic, and the identity of the
transmitting unit. The transmitted screen graphic signal is
compared with a memory file of stored screen graphics and if a
match is found, the stored memory graphic or the signal transmitted
graphic is displayed. Often, using the standard checksum procedure,
the stored memory graphic can be validated and displayed before
completion of transmission of the message signal.
[0009] If there is no match, the signal transmitted graphic is
stored into the memory of the display unit and the signal
transmitted graphic is simultaneously displayed on the screen of
the display unit. Similarly, if there is a match but the
transmitted graphic is an updated version, then the stored memory
graphic is dated and replaced with the updated signal transmitted
graphic.
[0010] The advantage of this system is that each display unit on
each shopping cart is updated as it passes within range of the
locationally specific transmitting unit. When promotional items are
replaced or updated, only the promotional graphic of the specific
transmitting unit being updated need be replaced. This system also
has the advantage of enabling a shopper to access the memory file
of stored screen graphics in his shopping cart display unit and
scrolling through the promotional graphics to review the items that
may be on sale.
[0011] It has been found that shoppers utilizing a shopping cart
with an electronic display prefer a device having a minimum number
of operating controls. Simplicity of operation is critical for
acceptance of an electronic shopping aid operable by the shopper
while shopping. The diversity of shoppers confronted with an
electronic device of this type requires that use be practical and
simple for all. A device that is nimble, easy to operate, and does
not interfere with the customary complexities of shopping in a
large supermarket is greatly preferred.
[0012] Prior devices have been far too complex and have diverted
the shopper's attention from the primary activity of shopping. The
task of attempting to learn complicated and intimidating computer
control procedures is one that is consciously avoided by the
general consumer. For example, it is remarkable that although there
is a universal acceptance and use of video recorders, only a small
percentage of users know how to pre-record television programs. The
procedural complexity involved renders this innovative feature an
unused curiosity to all but the most determined.
[0013] The two features that shoppers find most convenient and
desirable in a shopping cart informational aid are the locations of
different types of items in the store, and the availability of
special sale items. In the referenced application, preferred means
of directing the shopper to the location of categories of items,
and methods of notifying shoppers of sale items were disclosed. The
systems therein described are incorporated herein by reference.
[0014] The primary object of this invention is to devise a
improved, unitary, shopping cart handle that combines style,
utility, and simplicity such that a user achieves an immediate
familiarity with the device and its operation. The controls must
thereby be intuitive and not intimidating, allowing users to
confidently operate the device without instruction. As an added
feature to the graphical display, the handle of this invention
includes a cue signal to alert the shopper to an advertisement or a
sale item being displayed on the central display screen.
[0015] In addition to the foregoing design criteria, the electronic
shopping cart handle must be operated in a difficult environment
that requires the device to be subjected to a great deal of
physical abuse. The device is subjected to abusive handling by
infants and small children who may be riding in carrier seats in
the shopping cart. The device must withstand inadvertent contact
with cans, bottles and other hard objects that may strike the
handle when placed into the cart by an inattentive shopper.
Furthermore, the device must be designed to withstand the outdoor
environment when the cart is wheeled from the store to the
shopper's car. Finally, the shopping cart handle must be low in
initial cost and have little other use, making it an undesirable
target of theft. Preferably, the device includes an anti-theft
alarm that signals the removal of the handle from the cart or the
removal of the cart from a designated area. These and other
features must be incorporated into a compact unit that includes a
visual display, user controls, and a physical construction that
maintains its ordinary function as a push-bar for the shopping
cart.
SUMMARY OF THE INVENTION
[0016] This invention comprises a unitary shopping cart handle
combining a visual display for use as an informational aid, and a
utilitarian hand bar for propelling and guiding a shopping cart.
The electronic shopping cart handle of this invention is designed
with a visual display and a minimum number of user controls for
simplicity of operation. The informational features of the
electronic device must not interfere with the fundamental function
of the shopping cart handle, which is to move the shopping cart
around the supermarket or department store. The preferred
embodiment of the shopping cart handle of this invention includes
two or three control buttons and allows the user to operate the
controls while continuing to utilize the shopping cart handle for
its underlying function of guiding the shopping cart. Key to this
operation is a control system that allows the user to maintain a
hand grip on the guide bar while manipulating the controls to the
electronic display. The preferred design reduces the number of
controls to simple thumb controls.
[0017] In the preferred embodiment, the electronic shopping cart
handle includes a low-profile, central display screen and a minimum
of two thumb controls for selecting the directories and scrolling
the lists, which are displayed in the display screen. An optional
third control comprising an elongated cross bar is included to
multiply the options of the scroll buttons.
[0018] In the usual environment where a shopping cart is useful,
such as a large supermarket or discount hardware depot, the shopper
has a mindset geared for the business of shopping. Generally
referring to a prepared written or mental list, the shopper routes
through the store with an attitude geared toward efficiency. In one
study of a focus group of shoppers confronted with electronic
shopping aids added to a shopping cart, there was a general
preference for an aid that was both informative and minimally
intrusive. The manner in which a shopping aid conveys commercial
information was found to be very important to acceptance of the aid
device. To the extent the commercial message is simply for product
identification, consumers appear to be annoyed by the distraction.
However, if the commercial message informs about special sale items
and provides pricing, the intrusion was found to be acceptable.
[0019] Furthermore, the manner of alerting the shopper to the
message was deemed important. Substituting a pleasing chime for an
annoying buzzer may make a substantial difference whether a
shopper's attention is directed to the display screen or the sound
filtered from consideration. Furthermore, adding the chance to win
a prize on viewing the display screen may encourage the viewing of
randomly activated commercial sales messages.
[0020] Clearly to be effective, the information must be delivered
in a convenient format. Shoppers view a device of the type
disclosed as an opportunity to receive practical shopping
information that would make their experience at the shopping market
more efficient and productive. To fulfill this expectation, the
device must be easy to use without an in-store tutorial or
protracted demonstration. The device must provide useful
information without appearing as a commercial intrusion. The
invented device provides the physical embodiment and the
informational format necessary to satisfy these objectives.
[0021] The electronic shopping cart handle of the preferred
embodiment includes an internal operating system that enables the
device to incorporate efficient power management in order to
maximize the life of the power pack that is provided for each
device. The device is designed to be powered by standard C or D
alkaline batteries, which can be replaced periodically. Preferably,
the device is powered by specialized rechargeable lithium batteries
for longer in-time service and reduced long-term power pack costs.
Additionally, in order to prolong battery life the power pack is
supplemented with a radiation cell bank that generates a trickle
power from overhead microwave or infrared beacons in the shopping
market. Finally, the relatively small, low profile, display screen
is sized to maximize battery life by reducing the power demand of
the component that is the dominant power user.
[0022] The relatively small screen is also sized to coordinate the
transmission of the graphic signal to the display unit of the
shopping cart handle in the limited window of time available for
transmission. Depending on the baud rate, the display screen must
be limited in size and resolution, and availability of colors, such
that the entire screen graphic can be transmitted within
approximately two seconds available as an maximum transmission
time. Since the point of purchase promotion is most effective when
the customer is at ground zero, that is, proximate the shelf
location of the promoted item, the graphic must be transmitted,
received and formatted for display in the brief time that the
shopper is strolling past the promoted item.
[0023] Because of improved design of compact integrated chip
technologies use of an integrated chip incorporating an entire
computer on a chip is preferred. This selection allows the
essential processor and memory unit to be extremely compact
allowing the low-profile configuration of the electronic shopping
cart handle described in this specification. The use of integrated
chips, particularly those incorporating efficient power management,
and the use of a low-profile display screen coupled by a large
volume, power pack, enables substantial reduction in costly
maintenance resulting from the periodic task of recharging the
power pack. Because many competitive supermarkets are open 24 hours
a day, removing carts from service must be accomplished during
off-hours and must involve less than all of the inventory of carts.
The invented device is a dedicated appliance computer that is
capable of being reprogrammed in order to add additional features
to the device as users become more sophisticated. Such features as
the automatic display of advertisements at select store locations
and the global updating of displayable data by wireless
transmissions are described in the referenced application. The
infrared or radio frequency receiver in the handle, used for an
alarm when the cart or handle leaves a prescribed area, also be
used to receive an advertisement signal by appropriate programming
as described. This application is primarily directed to the user
interface from the perspective of the physical device and
informational format. The user interface is designed to allow the
user to access all of the available data including stored
promotional graphics by a control system that is intuitive.
Furthermore, the hybrid system devised for automatic display of
promotional graphics, is designed to incorporate features that are
beneficial in facilitating automatic update of the promotional
advertisements. Certain features are also beneficial to the user
who has an opportunity to voluntarily scroll through the
promotional items to determine if there is anything of particular
interest. A further advantage of the hybrid system is for the
benefit of the store operator by providing a separate promotional
program for advertisers, in which a screen graphic of the promoted
item is displayed from memory periodically during the use of the
shopping cart by a shopper without regard to the cart's location in
the marketing area. These and other features will become apparent
from a consideration of the Detailed Description of the Preferred
Embodiment.
BRIEF DESCRIPTION OF THE DRAWINGS
[0024] FIG. 1 is a perspective view of the electronic shopping-cart
handle and a portion of a conventional shopping cart.
[0025] FIG. 2 is a front view of the handle of FIG. 1.
[0026] FIG. 3 is a bottom view of the handle of FIG. 1.
[0027] FIG. 4 is an end view of the handle of FIG. 1.
[0028] FIG. 5 is a schematic diagram of the electronic operating
components in a display unit of the handle of FIG. 1.
[0029] FIG. 6 is a schematic illustration of an informational
screen display of a directory menu.
[0030] FIG. 7 is a schematic illustration of an informational
screen display of a product listing by brand name.
[0031] FIG. 8 is a schematic illustration of an informational
screen display of a generic product location list.
[0032] FIG. 9 is a schematic illustration of an informational
screen display of a product advertisement.
[0033] FIG. 10 is a schematic illustration of an informational
screen display of a prize code number.
[0034] FIG. 11 is a schematic illustration of an alternate
configuration of a display unit.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
[0035] Referring to FIG. 1, the electronic, shopping-cart, display
handle of this invention, designated generally by the reference
numeral 10, combines an electronic display unit 12 with a hand bar
16 of a shopping cart 18 to produce an ergonomically designed,
informational aid for shoppers. The display handle 10 is mounted to
the frame structure 20 of a conventional shopping cart 18, a
portion of which is shown in FIG. 1. The unitary construction of
the display unit 12 and hand bar 16 allows the handle 10 to adopt a
contoured, low-profile configuration that minimally interferes with
the traditional operations of moving the cart and placing purchased
items into the cart. Importantly, the handle is shaped without
sharp edges or corners that may injure a child transported in the
cart, and is designed to optimize the visibility of a centrally
located display screen 24 without blocking the shopper's view of
the contents of the shopper's cart.
[0036] The display unit 12 includes a minimum number of operator
controls 26, and in the preferred embodiment, the controls are
operable by the shopper's thumbs without removal of the shopper's
hands from hand grip sections 28 of the hand bar 16. The primary
operator controls are scroll buttons 30 mounted on each side of the
display screen 24. In the simplest embodiment of the invention, the
display screen automatically displays periodic promotional items
and the user controlled feature is limited to a categorical product
directory. The scroll buttons allow a user to scroll up or down the
product category list to find the location of selected items in the
product directory.
[0037] Where greater flexibility is required, for example, where
there are multiple directories or hierarchical lists, a selection
bar 32 is included, as shown. The selection bar 32 is centrally
positioned below the screen 24 and can be accessed by either thumb.
The selection bar 32 can be replaced with two spaced selection
buttons 33 located proximate dual scroll buttons 35 on each side of
the screen 24 as shown in FIG. 11. This allows full control by a
single thumb of either hand. The selection bar 32, and functionally
equivalent selection buttons 35 expands the programmable features
that can be incorporated as discussed hereafter and can be operated
alone or in conjunction with one or both the scroll buttons 30.
[0038] The display device 12 also includes a radiation window 34
centrally located above display screen 24. The radiation window
includes multiple cells 36, which may comprise receivers for
receiving microwave, infrared or other air propagated radiation
energy for power supplementation or for reception of external data
or control signals transmitted by microwave, infrared or radio
signals. For example, in the device of FIG. 2, end cells 36a are
utilized for receiving trigger signals emitted from signal
transmitters positioned at strategic locations at the perimeter of
a shopping establishment to trigger an alarm on the cart and at a
central monitoring station in the establishment. Also, the cells
36a may be used to receive trigger or message signals from
transmitters positioned strategically along each side of grocery
aisles. These signals activate display of select promotional
advertisements on the display screen as described in the referenced
patent. The cells 36a are preferably used to receive digital
message signals from the strategically positioned transmitters as
described in greater detail with reference to the operation of the
preferred embodiments.
[0039] Central cells 36b are utilized as power reception cells for
receiving power from a radiation power source which may be
advantageously located over a shopping cart corral or storage area.
While the cells 36b may be constructed as solar cells, the power
generation from ambient light is too small to be of much help to
recharge currently available portable power components.
Alternately, the radiation window 34 receives acoustical energy
using ultrasonic acoustical wave patterns. The acoustical wave
patterns emitted from acoustical emitters are received by audio
transducers (not shown) and processed in a similar manner as
infrared transmissions.
[0040] The unitary construction of the display device 12 and hand
bar 16 enables the relatively large volume of the hand bar 16 to be
utilized as a space for a power pack 40. Thus, a relatively
substantial battery pack can be formed in the hand bar without
intruding on the compact size of the display device.
[0041] In the embodiment shown in FIG. 3, the power or battery pack
40 comprises four standard size "D" alkaline batteries 42 located
in the hand grip sections 28 of the hand bar 18. As shown in FIG.
3, the power pack 40 has access covers 44, one of which is removed,
to show a conventional coil spring contact 46 and a leaf spring
contact 48 for tapping the electrical potential of the batteries.
The batteries on each side are interconnected in series to provide
a 6 volt potential for the customary 5 volt operating components. A
preferably red, low-battery, cue light 49 is positioned above the
display screen 24 opposite a green cue light 51 for sale items
being flashed on the screen.
[0042] Where extreme miniaturization is employed for the display
device 12, the internal electronic components (not shown) are
confined to the crown portion 50 of the handle 10 profiled in FIG.
4, with the entire cylindrical bar portion 52 dedicated to a
battery pack for maximized operating life between battery
replacement or recharge of rechargeable batteries. An access cover
53 on the back of the unit provides access to the electronic
components.
[0043] The shopping cart handle 10 includes an attachment mechanism
54 for mounting the handle to a convention shopping cart 20 with
minimal modification to the particular cart. The attachment
mechanism may vary according to the construction of the cart. For
example, where a cart has a wire frame loop 56 as shown in FIG. 1,
end plugs 55 having a lock 59 with a slot 61 for a locking key (not
shown) may be used to lock the handle 10 to the cart 20 and allow
only restricted removal of the handle from the cart during
servicing or replacement.
[0044] The alternate embodiment of the display device 61 shown in
FIG. 11, is not of a unitary construction and includes a display
unit 63 mounted to a conventional existing shopping cart push bar
77 by clamping mechanism 78. The display unit 63 has identical
button controls 33 and 35 on each side of the display screen 79
accessible by either one of the user's thumbs.
[0045] To successfully implement a shopping cart display handle
onto an inventory of shopping carts, there must exist a high
benefits/costs ratio. The device of this invention is highly
beneficial both as a new promotional medium and as a useful
shopper's aid. Costs can be minimized by low initial capital costs
and importantly low maintenance costs. Optimizing power management
to reduce service time, particularly for recharging the power pack,
substantially reduces maintenance costs. Fortunately, the preferred
low-profile design utilizes a relatively compact, inexpensive
display screen, approximately two inches in height by four inches
in width. As the display screen is the largest power user, the
minimized size coupled with an efficient power management program,
which deactivates the screen during periods of non-use, enables an
extended power pack life. A preferred screen for maximized contrast
with minimized power consumption is a liquid crystal display module
utilizing a super-twisted, nematic crystal technology with an
ultra-thin, polymer film layer (STN with FILM) for maximum contrast
and viewing angle. A screen with a graphic display detail of
240.times.80 pixels would be adequate for text and advertisement
logos. For convenience, the promotional text and pictorial
composite displayed on the display screen is called a screen
graphic. A double retardation film LCD of this pixel density
manufactured by Hitachi is suitable. Miniature color screens as
utilized in portable game devices by Nintendo, Sega and NEC may be
used with appropriate power management.
[0046] A low power driver/controller chip such as the Hitachi
HD66108T controls the screen, with direction from a central
processor for example, a Mitsubishi 24710 with add-on memory chips.
Alternately, a specially designed processor chip is preferred for
low power operation, such as the Intel 386SL CPV, or an inherently
low-power, computer-on-a-chip, such as the F8680 of Chips &
Technologies operated in a power saving Super State R mode. With
the addition of conventional RAM and ROM chips for supporting the
minimal memory requirements of the display device, the integrated
computer chip minimizes power consumption and is programmable for
controlled activation and suspension. Adoption of a 3.3 V power
system, for example, using an Advanced Micro Devices 386 central
processing chip, will further reduce power requirements of newly
designed transistors and allow six 1.5 V batteries in a battery
pack to be ganged in two, parallel, 3-battery packs for a greater
power reserve.
[0047] Battery recharge or replacement on two month intervals is
considered optimum for a low-maintenance shopping cart system with
electronic display handles utilizing currently available
components. A system with an optimized low voltage powering with
some in-service charging may last six months.
[0048] Referring to the schematic illustration of FIG. 5, the
display unit 12 contains a central processor 58 which is an
integrated circuit chip for programs to control the system
operation. The processor receives and directs data for operation of
the display unit, and is preferably a state of the art chip, such
as an Intel 286 or more expensive 386 chip. Although more advanced
logic circuits are not necessary for the contemplated informational
and operational tasks involved in the shopping cart handle,
advanced state of the art processors can be used to advantage for
power management. The processor 58 connects to a standard keyboard
chip 60, which as noted, may be integrated into the processor chip.
The keyboard chip 60 includes the circuity necessary to interpret
signals from the scroll buttons 30 or the selection bar 32.
[0049] The keyboard chip 60 is connected to the power control
circuit 62 which includes a power management program, for example,
initiating screen activation upon a prompt received from the
keyboard circuity when a user depresses a scroll button 30 or the
selection bar 32. The power control circuit 62 is connected to the
battery pack 40 and assists in regulating and triggering the power
delivery to the components including the central processor 58. A
low-battery warning light 49 signals the time for replacement or
recharge of the battery pack 40.
[0050] External components such as an IR beacon 64 and an IR
trigger component 66 direct infrared data signals and wake-up
signals to the IR photodiodes 68 of the radiation window 36a on the
display unit 12. The data signals provide information for
reprogramming the memory of inventory and sales information and
screen display of activated advertisement and promotional visuals.
The IR beacon 64 may also emit a power transmission signal for
charge maintenance of the battery pack 40. The IR beacon 64 and
trigger component 66 form a transceiver unit 65 for receiving,
storing and relaying trigger and data signals from a control unit
67, that centralizes the storewide operation of the system.
[0051] The trigger and data signals are demodulated in a converter
circuit 70 and passed to the central processor 58 for reprogramming
the memory or activating retrieval of memory packets for display of
advertising information in the display screen 24 under control of
the LCD driver and controller circuit 72. The transceiver unit 65
may be hard wired to the control unit 67 for direct communication
between the control unit and transceiver unit 65. Customarily, each
store would have a single control unit 67 that is the central
computer for management of the stores inventory and accounting. The
control unit 67 communicates with a plurality of transceiver units
65 located throughout the marketing area. Preferably, to minimize
installation expenses and allow the plurality of transceiver units
65 to be repositioned in the marketing area as desired, each
transceiver unit 65 is in wireless communication with the control
unit 67 and has its own power supply. Essentially, the transceiver
unit 65 includes the same electronic components as the display unit
12 which allows for independent processing of data and independent
communication with a display unit 12 on a nearby shopping cart. To
conserve power in the transceiver unit 65, the transceiver unit
includes a proximity sensor 69 that detects the presence of a
shopping cart within range and initiates transmission of the
trigger and data signals to the unit 12 on the cart handle. The
transceiver unit 65 also includes an RF receiver 71 to receive FM
radio frequency transmissions from the central control unit 67.
Each transceiver unit 65 can have a separate identification such
that data transmitted from the control unit 67 is transmitted store
wide but is processed and stored only by the transceiver unit to
which the data is intended.
[0052] In the preferred embodiment, the transceiver unit 65 upon
detection of a proximately located shopping cart transmits a
trigger signal to wake-up the display unit on the shopping cart if
not already in an activated state, then sends the data signal. The
data signal is a digital signal that includes both the product
control signals and the screen graphic signal. The product control
signals include data about the promotion that is not in the screen
graphic and that does not appear on the display screen 24 of the
display unit 12. This data may include the universal product
identification number, the date or iteration number of the
promotional graphic, and, the identification number of the
transceiver unit, which is useful in tracking the path of a shopper
through the market area. The screen graphic signal contains the
digitized data that is received by the display unit 12 and
formatted for display on the display screen. For example, a
compressed screen graphic signal must be decompressed by the
central processor before it is relayed to the LCD controller and
driver 72. The data signal transmitted by the transmitter unit must
be sent at a rate that enables the screen graphic to be displayed
within the time window available. For example, using a
state-of-the-art baud rate of 9600 bits per second, and using the
black and white screen 24 with an 80.times.240 pixel count, without
compression, a bit mapped screen graphic can be transmitted in 2
seconds, the maximum time window for timely display.
[0053] The product control data is a short alphanumeric string
which in seven bit ASCHII code can be transmitted in a small
fraction of a second. Using standard compression algorithms for the
bit-mapped screen graphic, the product control data and the
promotional screen graphic can be transmitted well within the two
second permissible time frame. Using advanced state-of-the-art
transmission rates together with data compression, larger, higher
resolution screens, and/or color can be used. The screen graphic is
preferably promotional information that is related to the
promotional item located proximate the transceiver unit that is
transmitting the screen graphic signal. A typical screen graphic
displayed in the display screen 24 is shown in FIG. 9.
[0054] The digitized screen graphic is stored in a file in the
memory of the transceiver unit 65, and is periodically updated or
replaced by transmissions from the control unit 67.
[0055] The trigger and data signals, together with a converted D.C.
power potentials are delivered to the power control circuit for
system wakeup, and trickle feed of energy to the battery pack 40.
The trigger signal is passed to the cue output circuit 73, which
may be one or more of an audible chime, a handle vibration or a
light. Certain IR triggers 66 at the store perimeter may not only
trigger an audible alarm in the display unit 12, but include a
sound or ultrasound receiver for activating an alarm in the store
office when a select frequency emitted by the display unit is
detected.
[0056] With the display unit 12 awakened, the data signals are
processed by the central processor 58 and the data relating to the
screen graphic is compared with existing promotional screen
graphics stored in RAM 74. The comparison of digitized screen
graphics may be accomplished with a rapid checksum procedure. If a
match is found, the screen graphic data is passed from a temporary
storage buffer in the central processor 58 to the LCD driver 72 for
display on the display screen 24. In the event that there is no
match, the processor 58 processes the formatted screen data to the
LCD driver 72 for display on the display screen 24 and
contemporaneously passes the screen graphic display data together
with the accompanying product control data to RAM 74. The screen
graphic data and product control data are stored in memory for
future comparison with received screen display signals or retrieval
by a shopper reviewing the file of product promotions.
[0057] The product control signals may be utilized in this compare
process for rapidly locating the presence or absence of a
particular promotional screen graphic in memory and initiating
display of either the screen graphic in memory or the screen
graphic formatted from the screen graphic signal transmitted by the
transceiver unit 65. In this manner, the shopping carts that are in
use, are continually updated as they pass a transceiver unit 65,
such that even if an outdated ad is stored in memory, the updated
ad will be presented once the shopper has arrived at the location
of the promoted item. Although this system has the minor drawback
of potentially storing an outdated promotional graphic in memory
that is accessible by a shopper during review of the product
promotion file using the display unit in an interactive mode, the
system is self-correcting at the promoted product location.
[0058] The random access memory (RAM) 74 and read only memory (ROM)
76 store the systems operations data and reprogrammable user data
for displaying store directory and product information in the
display screen 24.
[0059] Although the devised shopping cart display handle will have
the capabilities of a personal computer, a dedicated informational
format, as schematically illustrated in FIGS. 6-10, is incorporated
to ease user familiarization and encourage adoption as a shopping
aid. Referring now to FIG. 6, on activation the display screen 24
first displays a directory menu allowing selection of a directory
listing to be reviewed. Selection is accomplished using the
selection bar 32, which highlights the heading in some manner, as
by the box 80 enclosing the "BRAND NAME ITEMS" indicia in FIG.
6.
[0060] On touching a scroll button 30, an alphabetical listing of
items by brand name will be displayed for the user to scroll
through to locate a particular item. Items 82 are shown with size
and price for convenience as illustrated in FIG. 7.
[0061] To assist a user in locating items, the generic names are
listed with an aisle directory listing for each category as shown
in FIG. 8. In one embodiment of operation, an updatable series of
advertisements, particularly select sales items for which the
product producers or distributors have paid advertisement fees to
the system operator, is retained in memory. Periodically, during a
state of activation of the display device when the shopper is not
using the display unit, the display screen is activated for a set
time, for example ten seconds, and a select product advertisement
is displayed as shown in FIG. 9. Preferably, the advertisement
contains a sale price, as shoppers prefer not to refer to simple
product name advertisements. To alert the shopper that a
promotional message is being displayed, a cue signal, such as a
pleasant chime, light or handle vibration is generated at the
beginning of the message. The cue signal is also generated when the
promotional message is activated by the transceiver units 65
located proximate the promoted product. The cue light 51 can be
activated as a blinking or steady state light and may be used with
one or both of the other signal alternatives, as desired. The chime
and handle vibration are effected by the cue output circuit 73
which, as shown schematically in FIG. 5, develops an audio signal
delivered respectively to a micro speaker (not visible in FIGS.
1-4), or piezoelectric transducer (not shown) fixed to the inside
of the handle bar to vibrate the handle.
[0062] To improve the likelihood that the shopper will look at the
display screen when cued, a prize code is intermittently flashed on
the screen instead of a scheduled advertisement. This code may be
in the form of an automatically reprogrammable four digit number as
shown in FIG. 10. When the number is related to the check-out
clerk, a monetary coupon or reduction in the check-out tally is
granted.
[0063] As shoppers are sensitive to fairness in promotionals, it is
preferred that the system be operated such that the shopper
willingly refers to the display screen when cued.
[0064] It has been found that shoppers have limited patience with
scrolling through long product lists. Therefore, the main product
directory has a limited number of listed items, approximately
fifty, and scrolling in any directory can be accelerated by
depressing the desired scroll button 30, while at the same time
holding down the selection bar 32.
[0065] The electronic, shopping-cart, display handle of this
invention incorporates an informational device in a convenient,
utilitarian embodiment that retains its function as a push bar for
a shopping cart. Although the device can be constructed to connect
to an existing shopping-cart, push bar, it is preferred that the
handle comprise a unitary hand bar and display unit as shown for
the preferred embodiment. This enables the location of the thumb
operated display controls to be optimally positioned with respect
to the comfortable grip of the user's hands on the hand bar.
[0066] While, in the foregoing, embodiments of the present
invention have been set forth in considerable detail for the
purposes of making a complete disclosure of the invention, it may
be apparent to those of skill in the art that numerous changes may
be made in such detail without departing from the spirit and
principles of the invention.
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