Note: Descriptions are shown in the official language in which they were submitted.
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TARGETED ADVERTISING SYSTEM USING A VENDING MACHINE
FIELD OF THE INVENTION
100011 This invention relates to vending machines, and in particular to a
targeted
advertising system in a vending machine.
BACKGROUND OF THE INVENTION
100021 Bulk products can be sold through vending machines known as "bulk
venders."
A prevailing tendency is for a plurality of bulk venders to be placed at the
same location
in a cluster, for example so-called "islands" of multiple bulk venders mounted
together or
vending "kiosks" in which multiple bulk venders are contained within a single
enclosure,
giving the consumer a wide variety of bulk product to choose from.
100031 There is currently no effective means of tracking consumer
purchasing
behaviours from a vending kiosk that identifies consumers by demographic, or
when a
consumer attends at various shopping locations as a follow-up to purchases
from a
vending kiosk, or the effectiveness of consumer advertising in a vending kiosk
environment.
100041 One or more of these deficiencies is addressed by embodiments of the
present
invention.
BRIEF DESCRIPTION OF THE DRAWINGS
100051 In drawings which illustrate by way of example only a preferred
embodiment of
the invention,
100061 Figure 1 is a perspective view of a vending kiosk according to the
invention.
[00071 Figure 2 is a schematic plan view of the area surrounding the
vending kiosk of
Figure 1.
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DETAILED DESCRIPTION OF THE INVENTION
100081 The present invention relates to a targeted advertising system which
in the
preferred embodiment operates via a vending kiosk 10, illustrated in Figure 1,
that vends
and dispenses one or more "bulk" products. The kiosk 10 illustrated provides a
plurality
of venders 20 each containing a product to be vended, secured behind a door
panel 16a
through which the venders 20 are accessible for refilling and maintenance; a
dispensing
opening 17 disposed through a door panel 16b closing a compartment in which
vending
kiosk operating components are accessible for service and maintenance; a
touchpad or
video touch screen 60 for data entry by a consumer, for example types and
amounts of
product to be purchased; and a card/bill reader 62 for accepting any desired
payment
methods, which may include a slot (not shown) for coins, checks, tokens or
otherwise, in
addition to debit cards, credit cards and other possible payment modalities.
100091 The kiosk 10 may optionally have a video display 61 affixed to or
embedded in
its enclosure 12, or otherwise incorporated within the kiosk 10, that is
visible from one or
more positions within the area surrounding the kiosk 10, for displaying such
things as
video advertising, inventory, instructions, pricing etc. to a consumer. One
example of the
type of vending kiosk in which the present invention can be implemented,
without
limitation, is the vending kiosk shown and described in US Patent Publication
No.
2014/0303774 published October 9, 2014 by Schwarzli et al, which is
incorporated herein
by reference in its entirety.
[0010] While it is possible to determine certain business data from the
general use of
the machine by consumers, for example the most popular products, sales levels
and rates,
and other business information, it is not possible using current technology to
isolate such
data by demographic groupings, nor is it possible to determine after-market
factors such
as brand loyalty, consumer shopping behaviours related to a previous purchase
from a
bulk vender, and the like.
100111 The vast majority of adults, and many teenagers, carry cellular
telephones
and/or other mobile devices 2 that are equipped for wireless communications.
These
types of devices 2 currently operate on various wireless standards, including
cellular (e.g.
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3G and 4G), Wi-Fi, Bluetooth, near field communication (NFC), and others
currently in
use or to be developed in the future.
[0012] Wireless signal detection software has been developed which can
detect the
presence of a signal within a signal detection zone 4 around the kiosk. This
provides a
means of identifying an individual without collecting personal information, by
the
identifier dedicated to a wireless signal-based device 2 such as a personal
digital assistant
(PDA) and associated with the signal emanating from such a device 2. An
example of
such software (without limitation) is Optifi (trademark) by Optifi Inc. of
Peterborough,
Ontario, Canada (http://www.optifi.io). This software detects an RF carrier
emanating
from a wireless device 2 within approximately 1 meter of a signal detector 40,
determines
the type of signal embedded in the carrier, and extracts from the detected
signal an
identifier uniquely associated with the wireless device 2.
100131 Software has been developed which is capable of identifying an
individual's age
and gender from facial features, for example (without limitation) Cara
(Trademark) facial
recognition software offered by Kairos (https://www.kairos.com) of New York,
NY,
United States. Such software can generate from data points in a facial image
the
approximate age and the gender of an individual with a fairly high
reliability. Equipping
a vending kiosk of the invention with such software and at least one camera
allows for
the collection of demographic data relating to individuals within a
recognition zone 6
around the kiosk and within the cumulative field of view of the various
cameras.
100141 The cameras 30 and signal detector(s) 40 may upload data to an on-
board
computer (not shown), or communicate data directly to a central facility via
any suitable
communications system including wired or wireless (cellular, satellite or
other)
communication. By positioning at least one wireless signal detector 40 at a
suitable
location within (or on, or about) the vending kiosk 10, a kiosk 10 according
to the
invention can record data regarding a purchase from the kiosk (for example the
types and
amounts of product purchased) and associate that data with 1) the unique
wireless device
identifier isolated from the signal emanating from the wireless device 2 that
the purchaser
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was carrying when making the purchase, and 2) the gender and approximate age
of the
individual.
[0015] Where a single individual is in range of a vending kiosk according
to the
invention, the system of the invention can further associate the wireless
identifier with an
individual having that unique identifier who enters the detection zone 4 of
another
vending kiosk embodying the invention, for example at a different location
within a
shopping mall or at a different shopping mall or retail establishment, and can
thus track
the shopping behaviour of that individual known to be of a particular gender
and within a
certain age demographic. This gives a brand company an indication of, for a
particular
targeted consumer group (defined by age and gender), how often they purchase,
the types
of products that they purchase, and where they tend to purchase. This type of
shopping
behaviour data can allow marketers to adapt, fine tune and focus marketing
efforts.
[0016] In a preferred embodiment a plurality of vending kiosks according to
the
invention are in communication with at least one central data collection
facility to which
data is communicated by each kiosk for storage and/or processing. Each time a
purchase
is made by a customer, the data helps to determine the degree of loyalty a
customer has to
a specific brand or even to an individual product. A consumer group's
purchasing habits
can thus be tracked globally and/or by region via a plurality of vending
kiosks disposed at
different geographic locations.
[0017] Furthermore, a vending machine, island, kiosk or other vending
station
embodying the invention can provide a gift card, reward points or other
promotional
vehicle that can be used in lieu of payment or partial-payment at a specific
retailer. In
these cases wireless signal detection software located at that retailer will
detect if and
when the individual associated with that particular wireless device 2, who
purchased
from the vending station and received the promotional reward, enters the
retailer's
establishment. This will assist in determining the effectiveness of the
promotion, even if
the gift card, reward points or other promotional vehicle is not used at the
retailer.
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[00181 For example, in this embodiment a vending kiosk according to the
invention
may be adapted to print discount coupons having a bar code, Q-code or other
readable
unique indicia, for example on a label to be affixed to a container into which
the product
is dispensed or directly onto the container, or even as a separate item
accompanying the
purchase. The coupon (or container) can then be taken by the purchaser to the
sponsoring
retailer's store for redemption, which might mean a,discount on an item, a
free sample or
otherwise. This can have the effect of increasing store traffic for the brand
being
marketed. The retailer would scan the coupon at their store, which data would
be
communicated to the vending kiosk data collection facility and matched to the
facial
recognition data (gender and approximate age) and wireless device 2 identifier
on file, to
determine from which vending kiosk the original purchase was made from through
a
barcode imprint. The code printed on the dispensed container or card can
optionally also
be scanned at any other vending kiosk globally, to redeem the predetermined
value of the
gift card or discount promotion.
[00191 In a further embodiment the vending kiosk is provided with a display
that
displays advertising to individuals surrounding the kiosk within a viewing
zone 8 in
which the display is visible. In this embodiment the signal from at least one
camera
mounted on the kiosk for identifying gender and age, using commercially
available 'eye
tracking' software that identifie-, where an individual in the recognition
zone 6 was
looking, based on the position of their eyes and thus the centre of their
field of view at
any particular point in time, and can also determine the interval(s) during
which an
individual (or multiple individuals) are looking at the display. Such software
is for
example supplied as an integral component of the Cara (Trademark) facial
recognition
software offered by Kairos (https://www.kairos.com) and uses the Kinect
(Trademark)
sensor-based camera by Microsoft (http://www.xbox.com/en-
ca/Xbox360/Accessories
/Kinect/Home) as an input source.
[00201 This feedback data can then be used by advertisers to determine the
effectiveness of an advertisement displayed at the vending station, by gender
and age
group. Matching the individuals deteimined approximate age and gender provides
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feedback regarding the appeal of the advertisement to individuals of one or
the other
gender within specific age categories. Device signature/facial recognition
data collection
can thus help a marketer to determine which advertisements and/or media loops
are the
most effective, by capturing consumers' attention span to the advertisement or
loop,
allowing a marketer to determine how effectively its marketing dollars are in
a particular
situation, or even to compare ads to deteunine which are the most cost
effective for a
particular consumer group.
100211 It will be appreciated that the cameras 30, signal detector 40 and
one or more
displays 61 can be positioned as desired within or about the vending station,
in the
example shown a vending kiosk 10, in order to maximize the functionality of
the system.
In the embodiment shown the back surface 13 of the kiosk 10 is non-functional,
for
example where the kiosk is intended to stand against a wall, and therefore no
cameras 30
or displays 61 are provided on or facing the back surface 13. In other
embodiments, for
example where the kiosk 10 will be located in an open area, cameras 30 and
displays 61
may be provided on all of the front, back and sides of the kiosk shell 12. The
number and
positions of cameras 30, signal detectors 40 and displays 61, and their
respective
associated zones or fields of view, are illustrated solely by way of non-
limiting example
and are a matter of selection depending upon traffic expectations around the
vending
kiosk 10.
[0022] In a further embodiment the vending kiosk 10 could have an RFID tag
reader or
other similar close-range detection system with embedded identifying data,
that would
identify any customer who has a compatible tag on their person, on a
wristband, keychain
or any other convenient location. The vending kiosk would detect and read the
customer
tag and charge the corresponding customer account for a purchase from the
vending
machine.
[0023] In a still further embodiment the vending station may be a vehicle
for the
implementation of a rewards points system, for example a loyalty program,
whereby
loyalty reward points may awarded to the customer, for example provided on a
card
having a magnetic strip or chip and dispensed to the customer with the
purchase of
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product. The loyalty reward points can be redeemed at a separate location,
which may for
example be another vending kiosk, a retail outlet selling the specific product
purchased
from the vending kiosk 10, or another retailer. The reward points may also be
redeemable
toward an unrelated purchase, or toward an associated purchase, for example, a
vending
kiosk 10 in a movie theatre might dispense reward points redeemable for a
portion of the
price for entry into a movie.
[00241 The loyalty reward points vehicle may be a card or other data-
bearing element,
such as a data storage chip, or may be represented by indicia applied to a
label affixed to
the container before dispensing or directly to the container. In cases where
the reward
points are recorded on a separate card, a single card dispensing unit (for
example of the
type commonly used in machines that dispense tickets for paid parking
locations) can be
housed in the vending kiosk 10 and dispense the card alongside the container
containing
the product. The purchaser's information (e.g. email address or phone number)
and
optionally any other data can be recorded on a magnetic strip on the card
prior or
downloaded to a chip prior to dispensing, and simultaneously or
contemporaneously sent
(by wired or wireless connection) to the central facility.
[00251 In other embodiments, reward points may be provided to a customer
with a
purchase at a retail outlet, which points may be redeemed for free product at
the vending
kiosk 10. The redeemable product may be the same as the product purchased from
the
retailer, or a different product, for example a new product being offered by
the same
retailer who gets a promotional opportunity to introduce the customer to a new
offering.
[00261 In embodiments where the reward points are cumulative the customer
may be
prompted for personal identifying information, such as an email address or
telephone
number, or a pseudonym, so that subsequent purchases can be identified as
being made
by a specific customer and the reward points added to the customer's reward
points
account for later redemption. In these embodiments a customer may request a
loyalty
card at time of purchase from the vending kiosk10, and the new fully activated
card
loaded with the reward points will be dispensed along with the product
container.
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[0027] Similar to reward points cards, gift cards can be dispensed by a
vending station
such as a vending kiosk 10 embodying the invention. The display 61 can provide
information regarding availability and price, and the purchaser may make
payment in any
manner offered by the vending kiosk 10 for the purchase of product. The gift
card serves
as a data storage medium and may be loaded and/or activated by the on-board
card
dispenser recording data on a magnetic strip or data storage chip, which data
is
simultaneously or contemporaneously communicated to the central facility as
the gift
card is dispensed from the kiosk. In preferred embodiments gift cards can be
redeemed at
a retailer's outlet or at any vending kiosk equipped to recognize and read the
gift card.
100281 In further embodiments a dedicated debit card specific to a product,
brand,
manufacturer or vending kiosk operator, can be loaded with a prepaid amount,
for
example at a vending kiosk 10, at a retail outlet or over the Internet. When
the debit card
is read by a reader provided at the vending kiosk 10 and a purchase made, the
purchase
value will be debited and deducted from the total on the card by recording
updated data
onto the card's magnetic strip or chip, which data may be communicated from
the central
facility, for example, to the vending kiosk 10 in response to the vending
kiosk 10
transmitting to the central facility data identifying the customer account.
100291 Instead of the loyalty rewards or gift funds being loaded onto a
card or chip, a
smartphone may be provided with an app which provides a barcode, Q-code or any
other
code-providing indicia that can be displayed on the cell phone display and
scanned by a
camera 30 or by a separate code-reading device such as a scanner provided at
the vending
kiosk 10. As with a loyalty rewards card or gift card, the purchase price is
deducted from
funds (or an equivalent such as points) acquired or purchased by the customer
and the
customer's account updated accordingly at the central facility.
100301 In these embodiments the vending system comprises, in addition to a
plurality
of products for purchase, a reader for reading an acquired or pre-purchased
value
recorded on a data storage medium, and a processor for determining that the
value is
sufficient payment toward a purchase, authorizing the purchase and deducting
the value
from a customer account.
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[0031] Various embodiments of the present invention having been thus
described in
detail by way of example, it will be apparent to those skilled in the art that
variations and
modifications may be made without departing from the invention. The invention
includes
all such variations and modifications as fall within the scope of the appended
claims.
