Brand-switching analysis using longitudinal tracking of at-shelf shopper behavior
First Claim
1. A method for performing brand switching analysis by determining behavior for at least one shopper during a plurality of shopping trips, for at least one retail location, utilizing at least a sensor, and at least a processor for performing the steps of:
- a. tracking behavior of a shopper at a retail location, wherein tracking the behavior of a shopper further comprises;
i. obtaining a set of vision data from at a camera,ii. detecting a shopper at a specific time and location,iii. obtaining a set of mobile data for the shopper using a mobile device,iv. localizing the mobile device using the MAC address using a trilateration based method,v. tracking the shopper using the mobile device using the set of vision data and the set of mobile data through a Multi-modal Trajectory Fusion module,vi. creating a set of shopper profile data using the shopper trajectory,b. integrating a set of data from the Multi-modal Trajectory Fusion module using a Multi-modal Shopper Data Associator, which comprises the following steps;
i. detecting the completion of at least one mobile trajectory,ii. retrieving a set of shopper profile data from the in-store shopper database, wherein the shopper profile data contains at least one vision trajectory,iii. performing matching between the at least one vision trajectory and the at least one mobile trajectory,iv. fusing vision trajectories that are associated with the same target at a given time frame using measurement fusion,v. combining the fused vision trajectories with the mobile trajectory to complete missing segments in the vision trajectories,c. calculating at least one decision factor using a Shopper Decision Tracker module,d. determining whether a shopper decision was made at-shelf or pre-shelf, based on the at least one decision factor, using a Decision Determination module,e. recognizing a returning shopper to a tracked location, or to a different location, and aggregating data from multiple trips by the shopper to a shopper database,f. creating a profile for the shopper, based on the shopper'"'"'s behavior during the plurality of shopping trips, and storing the profile in the shopper database,g. calculating derivable metrics and adding the derivable metrics to the shopper profile, using a Shopper Behavior Profiler module,h. analyzing the shopper profile to determine the cause for brand switching that has occurred during the time the shopper behavior was tracked, using the Shopper Behavior Profiler module, andi. using an Analytics Generation module for one or more of;
i. analyzing the shopper profile to make recommendations to a retailer or brand manufacturer for influencing the shopper to switch to their brand from a competitor,ii. analyzing the shopper profile to make recommendations to a retailer or brand manufacturer for influencing the shopper to not switch from their brand to a competitor'"'"'s brand, andiii. analyzing shopper profiles, aggregated across a plurality of shoppers, to derive metrics representing the strength of a product or brand of products.
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Abstract
A method and system for analyzing shopper switching behavior over multiple shopping trips. Specifically, shopper behavior can be analyzed to generate a shopper behavior profile. Aggregating profile data across many shopping trips over time can then be used to generate analytics regarding the shopper'"'"'s behavior regarding switching between products or brands and whether the shopper'"'"'s purchase decisions occurred at-shelf or pre-shelf. Further, the data can be aggregated across many shoppers The analysis can then be used to make recommendations to manufacturers or retailers about how to influence shoppers to switch to a brand from a competitor, or to prevent a shopper from switching to a competitor. A deployment of cameras and mobile signal sensors can be utilized to recognize shoppers and track their behavior. Demographics information can also be estimated about the tracked shoppers. The visual and mobile signal trajectories can be fused to form a single shopper trajectory, then associated with Point of Sale (PoS) data. This results in a dataset describing the shopping trip for each tracked shopper.
364 Citations
20 Claims
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1. A method for performing brand switching analysis by determining behavior for at least one shopper during a plurality of shopping trips, for at least one retail location, utilizing at least a sensor, and at least a processor for performing the steps of:
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a. tracking behavior of a shopper at a retail location, wherein tracking the behavior of a shopper further comprises; i. obtaining a set of vision data from at a camera, ii. detecting a shopper at a specific time and location, iii. obtaining a set of mobile data for the shopper using a mobile device, iv. localizing the mobile device using the MAC address using a trilateration based method, v. tracking the shopper using the mobile device using the set of vision data and the set of mobile data through a Multi-modal Trajectory Fusion module, vi. creating a set of shopper profile data using the shopper trajectory, b. integrating a set of data from the Multi-modal Trajectory Fusion module using a Multi-modal Shopper Data Associator, which comprises the following steps; i. detecting the completion of at least one mobile trajectory, ii. retrieving a set of shopper profile data from the in-store shopper database, wherein the shopper profile data contains at least one vision trajectory, iii. performing matching between the at least one vision trajectory and the at least one mobile trajectory, iv. fusing vision trajectories that are associated with the same target at a given time frame using measurement fusion, v. combining the fused vision trajectories with the mobile trajectory to complete missing segments in the vision trajectories, c. calculating at least one decision factor using a Shopper Decision Tracker module, d. determining whether a shopper decision was made at-shelf or pre-shelf, based on the at least one decision factor, using a Decision Determination module, e. recognizing a returning shopper to a tracked location, or to a different location, and aggregating data from multiple trips by the shopper to a shopper database, f. creating a profile for the shopper, based on the shopper'"'"'s behavior during the plurality of shopping trips, and storing the profile in the shopper database, g. calculating derivable metrics and adding the derivable metrics to the shopper profile, using a Shopper Behavior Profiler module, h. analyzing the shopper profile to determine the cause for brand switching that has occurred during the time the shopper behavior was tracked, using the Shopper Behavior Profiler module, and i. using an Analytics Generation module for one or more of; i. analyzing the shopper profile to make recommendations to a retailer or brand manufacturer for influencing the shopper to switch to their brand from a competitor, ii. analyzing the shopper profile to make recommendations to a retailer or brand manufacturer for influencing the shopper to not switch from their brand to a competitor'"'"'s brand, and iii. analyzing shopper profiles, aggregated across a plurality of shoppers, to derive metrics representing the strength of a product or brand of products. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system for performing brand switching analysis by determining behavior for at least one shopper during a plurality of shopping trips, for at least one retail location, utilizing at least a sensor, and at least a processor for performing the steps of:
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a. tracking behavior of a shopper at a retail location, wherein tracking the behavior of a shopper further comprises; i. obtaining a set of vision data from at a camera, ii. detecting a shopper at a specific time and location, iii. obtaining a set of mobile data for the shopper using a mobile device, iv. localizing the mobile device using the MAC address using a trilateration based method, v. tracking the shopper using the mobile device using the set of vision data and the set of mobile data through a Multi-modal Trajectory Fusion module, vi. creating a set of shopper profile data using the shopper trajectory, b. integrating a set of data from the Multi-modal Trajectory Fusion module using a Multi-modal Shopper Data Associator, which comprises the following steps; i. detecting the completion of at least one mobile trajectory, ii. retrieving a set of shopper profile data from the in-store shopper database, wherein the shopper profile data contains at least one vision trajectory, iii. performing matching between the at least one vision trajectory and the at least one mobile trajectory, iv. fusing vision trajectories that are associated with the same target at a given time frame using measurement fusion, v. combining the fused vision trajectories with the mobile trajectory to complete missing segments in the vision trajectories, c. calculating at least one decision factor using a Shopper Decision Tracker module, d. determining whether a shopper decision was made at-shelf or pre-shelf, based on the at least one decision factor, using a Decision Determination module, e. recognizing a returning shopper to a tracked location, or to a different location, and aggregating data from multiple trips by the shopper to a shopper database, f. creating a profile for the shopper, based on the shopper'"'"'s behavior during the plurality of shopping trips, and storing the profile in the shopper database, g. calculating derivable metrics and adding the derivable metrics to the shopper profile, using a Shopper Behavior Profiler module, h. analyzing the shopper profile to determine the cause for brand switching that has occurred during the time the shopper behavior was tracked, using the Shopper Behavior Profiler module, and i. using an Analytics Generation module for one or more of; i. analyzing the shopper profile to make recommendations to a retailer or brand manufacturer for influencing the shopper to switch to their brand from a competitor, ii. analyzing the shopper profile to make recommendations to a retailer or brand manufacturer for influencing the shopper to not switch from their brand to a competitor'"'"'s brand, and iii. analyzing shopper profiles, aggregated across a plurality of shoppers, to derive metrics representing the strength of a product or brand of products. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20)
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Specification