WO2003005182A2

WO2003005182A2 - Interactive display apparatus

Info

Publication number: WO2003005182A2
Application number: PCT/GB2002/003046
Authority: WO
Inventors: Christopher John Vernall; Stephen Dalby
Original assignee: Central Research Laboratories Limited
Priority date: 2001-07-02
Filing date: 2002-07-02
Publication date: 2003-01-16
Also published as: GB0116128D0; WO2003005182A3

Abstract

An interactive display apparatus for a retail environment comprising one or more data input devices for customers to input data for display, and a display screen for displaying said input data from several customers at the same time. Preferably the data being displayed changes with time and the data input device consists of a card reader.

Description

INTERACTIVE DISPLAY APPARATUS

Problems are emerging over brand definition within an information economy. Over the long term, companies that deal in media - audio/visual entertainment - may find their traditional methods of sale becoming redundant as the debate over access and ownership evolves and more and more commerce takes place over internet and wireless networks.

This will, in time, remove the need for a permanent, geographical base from which to trade, but what this shift in retail habits does not address is the commercial value of brand identity. This identity and the subsequent loyalty to it by consumers can be diluted over the facelessness of the internet. It is l understood that the layout and content of the high street store relays this identity in well understood and powerful ways, leading to the question how can a business maintain its brand identity and consumer loyalty through a geographical base when much of its turnover is conducted remotely?

According to a first aspect of the present invention there is provided apparatus as specified in claims 1 - 5. According to a second aspect of the invention, there is provided a data input/output device as specified in claim 6. Embodiments of the invention will now be described, by way of example only.

The system of the present invention comprises, for example, a shared server containing media clippings arising through public contribution, activated by a personal media device and accessed through a number of PC based terminals. The system is presented as an installation, for example within a retail environment where consumers use the personal codes contained within their portable devices to gain access to one of the installation terminals. Once access has been attained any data contained either on the personal media device or the systems server can be viewed in full and posted onto an incorporated public display system, forming the primary focus of the retail environment. The invention is based around a revision of the loyalty card concept. By re-inventing the card as a media tool that holds the identity of the owner based not only on buying profiles, but also on personal interests as divulged from the web and geographic interests, the value of such a card is greatly increased. The retailer provides the card - the "fashion tagger" - to the consumer in much the same way as previously. With the tagger comes a home docking point (for connection to a PC and for charging) with drivers and browser plug-in from which to access the retailers server on the internet. The tagger contains both an information filter as constructed through use patters and an identification key which allows access to the server either at home or througfT the in-store network o 1f enabled PC terminals. Further to the in-store terminals is a shared resource display area where relevant information found though browsing can be posted and viewed by all. The ID tags of the information posted on the display can be downloaded to the badge and used for access at home. Conversely, information gained at home can be taken and added to the in-store collective, hence building demographic profiles of the retailers clientele.

An extra dimension is added to the system with the inclusion of a bluetooth transceiver to the tagger, allowing information to be gleaned from the local environment and displayed as appropriate on the shared resource display. Whilst the access key remains the same, the use-based filter contained on the tagger is never permanent, rather it is defined through the content and assigned value of the information that is browsed by the holder. In other words, the filter is formed by the search map as created by the holder. This then becomes a template from which to compare the interests of other members of the system and also a filter to reduce the amount of unwanted wireless information gained in the local environment as issued by third parties.

An embodiment of the invention will now be described in more detail.

The "fashion tagger" is a kind of media active badge, comprising a bluetooth transceiver and sufficient memory to contain the url links gleaned from browsing the web. The content at any time will be displayed through a visual, screen based representation. The badge also includes a stylus to allow the navigation of the touch screen in-store terminals. The badge may comprise, for example:

- small hi-resolution screen and drivers

- CPU and memory - Bluetooth transceiver

- Long life rechargeable battery

- Stylus mouse button

A home docking station to facilitate charging and information exchange from the retail provided browser is provided, comprising:

- bluetooth transceiver

- PC connector and drivers

- Charger

One or more in-store, on-line terminals that are navigated using the badge

(like a stylus) that allows regular browsing, filter based browsing and the viewing and consequent manipulation of information gained from the local environment is provided. These may comprise:

- touch screen interface (through stylus) - stylus mouse button signal receiver

- bluetooth transceiver

- software drivers for information posting

An in-store display is provided, which shows, collectively the interests of the brand community through the information - pictures, movies and links - that are posted. This might comprise: large screen/projector shared access folder link for displayed items

Finally, a retail controlled server is provided that regulates and contains the identifications, personal filters and content of the system from in-store and home browsers as well as the display and tagger - i.e. a local file-share server.

The system is preferably customizable in two main ways. Firstly, the display on the taggers' screen would need to reflect the interests of the owner through graphic representation - either created by the user )r attained from third party developers, and secondly the case of the product would likewise benefit from customization, whether this be in the form of detachable covers or artwork applied directly to the surface.

The installation would also be split into two, the shared display would, of course, display the profile of the user group and their interests, whilst the in-store environment would be tailored to the retailer in accordance to its brand image.

Perhaps the most crucial area would be the terminal, as this would be where the consumers identity is linked to the brand identity.

The primary benefit to the consumer is the informational resource created by the display, allowing the posting of related events and promotional offers from within the locality of the retailer. For those involved the retailers geographical site becomes the vantage point to find out up-to-date information on lifestyle events and trends that are easily attainable both physically and culturally, they are "in the loop". With few limits to the type of data postable, not only does the individual have influence into the nature of the experience, but as a whole the direction of the system is dictated to rather than received from the retailer.

In terms of commercial gain for the retailer the system has many far reaching benefits. Primarily, in addition to the purchasing profiles already available the system provides aspirational data derived directly from the information posted by the retailers customer base, allowing for greater accuracy in predicting market trends. Further to this is the possibility of catering for specific consumer needs - defining and exploiting niche markets for short term profit, going so far as to lease space on the server to both related and separate companies to promote their local interests. Over and above this the system addresses the growing concerns over the impact of e-commerce to standard retail practices - foremost the effect on brand promotion - by integrating the consumer further into the business strategy, the strength of the brand and the loyalty to it can become symbiotic. The retailer gets the data it needs whilst the consumer gets the product they want.

From a commercial point of view the concept helps understanding a retailer's customer base. Traditionally the loyalty card has only been able to offer purchasing profiles, the demographic profiles that these have led to have been extrapolated from the received data. This concept goes further by enabling inclusion of personal aspiration data as posted on the shared display, allowing the retailer to see and cater for emerging market trends ahead of its competition, as well as identifying markets for trade specific products.

The initial cost of giving the taggers away would be recouped through subscription charges for home access to high speed internet communications in much the same way as mobile phones are sold. The emphasis of the retailers geographic base would shift away from the sale of products as this would be taken care of through e-commerce, and into locally based advertising. Space on the shared display could be rented to, for example, record labels for the promotion of live music events and signings.

Over and above these points is the value that is inherent in establishing brand loyalty through the symbiosis created by the feedback from the system: the consumers get the experience they want and the retailer gets their loyalty.

By considering the geographic environment around us as being paralleled by an informational one, the possibility arises that this secondary infoscape can aid navigation in that environment. What this concept does is to create a "nodal" point for the transference of that information for consumer groups to share and contribute to. If we then relate this system to a particular culture of consumers, say for example, those interested in a particular genre of music, then what the nodal point becomes is a shared archive of events and publications that acts as a notice board and point of reference for that tribal community. In short a map of the informational topography for that locality is created and kept current by those who use it.

The consumers who frequent a particular retailer can be represented in demographic terms as a specific social group or tribe, within this there will be smaller social groupings with their own idiosyncrasies, interests and habits. This system is designed to allow these "tribes" an area of expression where the information posted can be read or added to in such a way that over time each individual member has an input as to the direction of both his immediate group, and the larger group as a whole. It is in this manner that the symbiosis between consumer and retailer is able to grow. This may again be enhanced by developing the in-store installation to incorporate a number of different shared displays to accommodate selected media genres.

Claims

1. Interactive display apparatus for a retail environment, comprising one or more data input devices for customers to input data for display, and a display screen for displaying said input data from several customers at the same time.

2. Interactive display apparatus as claimed in claim 1 in which the data being displayed changes with time.

3. Interactive display apparatus as claimed in any preceding claim in which the data input device consists of a card reader.

4. Interactive display apparatus as claimed in claim 3 in which cards to be read by the card reader either include graphical information or a web-site address from which graphical information may be downloaded.

5. Interactive display apparatus as claimed in any preceding claim further comprising a data input/output device to provide a user interface for a database system structured in a plurality of levels, the device comprising a two dimensional display area which is slidably moveable in a third dimension to define a display volume, the device being adapted and arranged such that each of said levels in said database corresponds to a slice of the display volume which is displayed by the display area when said display area is located in said slice.

6. A data input/output device to provide a user interface for a database system structured in a plurality of levels, the device comprising a substantially two dimensional display area which is slidably moveable in a third dimension to define a display volume, the device being adapted and arranged such that each of said levels in said database corresponds to a slice of the display volume which is displayed by the display area when said display area is located in said slice of said display volume.