Shoppers communication system and processes relating thereto

• US 4,882,724 A
• Filed: 10/14/1987
• Issued: 11/21/1989
• Est. Priority Date: 10/14/1987
• Status: Expired due to Term

• Current Assignee: Klever-Kart Inc.
• Original Assignee: Leo Vela, Roger L. Martin, Thurman Sasser
• Inventors: Martin, Roger L., Vela, Leo, Sasser, Thurman
• Primary Examiner(s): NOT, DEFINED
• Assistant Examiner(s): Meyer, Charles B.
• Application Number:
  US07/108,437
• Time in Patent Office: 769 Days
• Field of Search: 364/400, 364/401, 364/709.02
• US Class Current: 705/14.51
• CPC Class Codes: A47F 10/02 for self-service type systems, e.g. supermarkets A47F10/06 takes precedence; hand-carts B62B; baskets B65D
• CPC Class Codes: G06Q 20/20 Point-of-sale [POS] network systems
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 90/20 Destination assistance within a business structure or complex

Abstract

A communication system for a marketing area locates a light signal generating system and a master computer at a control center and delivers message bearing light signals over optical channels to predetermined subdivisions of the marketing area. Message relay units are provided on the shopping carts in the marketing area for transmitting audio and/or visual messages to the shopper. Among the visual messages transmitted are those which visually display a list of items available for purchase and or display in the marketing area, a graphics display of the marketing area and the merchandise display facilities therein, a video picture which is often of a product or item available for purchase in the marketing area and a traveling word message.

The relay units disclosed have a computer which operates under the control of the master computer, a signal receiving system and various message signal storage facilities as well as a message transmission system that includes a visual display device and an audio transmission device. Various computer controls are provided for shopper use, including controls that facilitate the recording of items destined for purchase by the shopper and which facilitate the generation of indicia on the graphics display indicative of the item locations in the marketing area and a control that changes the size and viewing mode of the graphics display of the marketing area.

Procedures for guiding the shoppers about the marketing area and for delivering the messages to the shoppers in the marketing area are also considered.

Claims

1. A communication system for communicating with shoppers in a marketing area that is provided with a plurality of shopping carts for use in carrying items selected for purchase comprising

(a) a plurality of message relay units that are supported on and movable with the respective shopping carts about the marketing area, and

(b) means located apart from said units for generating message bearing light signals which are receivable by said units;

each of said message relay units having

(1) a message transmission system for transmitting messages borne by said message bearing light signals and having a video display device for transmitting visually displayable messages borne by signals generated by said means,

(2) a computer connected with the video display device for controlling the operation of the video display device and

(3) a signal receiver system connected with the computer for receiving said message bearing light signals.

2. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area.

3. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area, and

said first signal also includes visually displayable indicia which are associated with the respective items on said list and which are indicative of the locations thereof in the marketing area.

4. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area,

said list has portions which are separately displayable on said video display device, and

each of said message relay units also have

(4) computer controller switching means connected with the computer and being located apart from said video display device and selectively operable by a shopper to change the portion of the list of items being visually displayed on said video display device.

5. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area,

said list has portions which are separately displayable on said video display device,

said first signal also includes visually displayable indicia which are associated and visually displayable with the respective items on said list and which are indicative of the locations thereof in the marketing area,

said computer has a memory, and

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controllable by said computer, when a list portion is being displayed on said device, to thereon generate an item denoting indicia which denotes an item on the list portion being visually displayed thereon,

(5) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to change the portion of the list of items being visually displayed on said video display device,

(6) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to move said item denoting indicia to a selected item on a list portion being visually displayed on said video display device, and

(7) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper, when the item denoting indicia denotes an item on a visually displayed list portion, to record the denoted item in said memory of said computer.

6. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area,

said list has portions which are separately displayable on said video display device,

said first signal also includes visually displayable indicia which are associated and visually displayable with the respective items on said list and which are indicative of the locations thereof in the marketing area,

said computer has a memory, and

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controllable by said computer, when a list portion is being displayed on said device, to thereon generate an item denoting indicia which denotes an item on the list portion being visually displayed thereon,

(5) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to change the portion of the list of items being visually displayed on said video display device,

(6) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to move said item denoting indicia to a selected item on a list portion being visually displayed on said video display device, and

(7) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper, when the item denoting indicia denotes an item on a visually displayed list portion, to record the denoted item in said memory of said computer,

said memory record being addressable by the computer for controlling said control circuit to generate indicia on said video display device which is indicative of the location in the marketing area of the denoted item recorded by the operation of the record producing controller means.

7. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area.

8. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, and

(5) computer controller switching connected with the computer and being located apart from said video display device and operable by a shopper for controlling the operation of said circuit to generate indicia on said video display device when said graphics display is visually thereon, such indicia being indicative of the location in the marketing area of an item available for purchase and on display therein.

9. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

each of said message relay units also has

(4) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper, when said graphics display is visually displayed on said video display device, to limit the visual display of the depicted marketing area to an area proximate to the shopping cart on which the unit is supported.

10. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controlled by said computer, when said graphics display of said marketing area is being displayed on said video display device, to generate indicia thereon that is indicative of the location of the shopping cart in said marketing area.

11. A communication system in accord with claim 1 wherein

said message bearing light signals include a first signal with a visually displayable graphic display depicting the floor plan and merchandising displays in said marketing area, and

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controlled by said computer, when said graphics display of said marketing area is being displayed on said video display device, to generate indicia that is indicative of the location of the shopping cart in said marketing area,

(5) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper for generating indicia on said video display device when said graphics display is visually displayed thereon, such indicia being indicative of the location in the marketing area of an item available for purchase and on display therein, and

(6) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper, when said graphics display is visually displayed on said video display device, to limit the visual display of the depicted marketing area to an area proximate to the shopping cart on which the unit is mounted.

12. A communication system in accord with claim 1 wherein

said message bearing light signals include

a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area, and

a second signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area.

13. A communication system in accord with claim 1 wherein

said message bearing light signals include

a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area and

a second signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area,

said list has portions which are separately displayable on said video display device,

said first signal also includes visually displayable indicia which are associated and visually displayable with the respective items on said list and which are indicative of the locations thereof in the marketing area,

said computer has a memory, and

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controllable by said computer, when a list portion is being displayed on said device, to thereon generate an item denoting indicia which denotes an item on the list portion being visually displayed thereon,

(5) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to change the portion of the list of items being visually displayed on said video display device,

(6) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to move said item denoting indicia to a selected item on a list portion being visually displayed on said video display device, and

(7) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper, when the item denoting indicia denotes an item on a visually displayed list portion, to record the denoted item in said memory of said computer.

14. A communication system in accord with claim 1 wherein

said message bearing light signals include

a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area and

a second signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

each of said message relay units also has

(4) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to generate indicia on said video display device when said graphics display is visually displayed thereon, such indicia being indicative of the location in the marketing area of an item available for purchase and on display therein.

15. A communication system in accord with claim 1 wherein

said message bearing light signals include

a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area and

a second signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controlled by said computer, when said graphics display of said marketing area is being displayed on said video display device, to generate indicia that is indicative of the location of the shopping cart in said marketing area,

(5) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to generate indicia on said video display device when said graphics display is visually displayed thereon, such indicia being indicative of the location in the marketing area of an item available for purchase and on display therein, and

(6) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper, when said graphics display is visually displayed on said video display device, to limit the visual display of the depicted marketing area to an area proximate to the shopping cart on which the unit is mounted.

16. A communication system in accord with claim 1 wherein

said message bearing light signals include

a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area and

a second signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area,

said list having portions which are separately displayable on said video display device,

said first signal also includes visually displayable indicia which are associated and visually displayable with the respective items on said list and which are indicative of the locations thereof in the marketing area, and

said computer has a memory;

each of said message relay units also has

(4) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controllable by said computer, when a list portion is being displayed on said device, to thereon generate an item denoting indicia which denotes an item on the list portion being visually displayed thereon,

(5) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to change the portion of the list of items being visually displayed on said video display device,

(6) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper to move said item denoting indicia to a selected item on a list portion being visually displayed on said video display device, and

(7) computer controller switching means connected with the computer and being located apart from said video display device and operable by a shopper, when the item denoting indicia denotes an item on a visually displayed list portion, to record the denoted item in memory of said computer;

said control circuit being controlled by said computer, when said graphics display of said marketing area is being displayed on said video display device, to generate indicia that is indicative of the location of the shopping cart in said marketing area, and

each of said message relay units also has

(8) computer controller switching means connected with the computer and being located apart from the said video display device and selectively operable by a shopper, when said graphics display is visually displayed on said video display device, to limit the visual display of the depicted marketing area to an area proximate to the shopping cart on which the unit is mounted.

17. A communication system in accord with claim 1 wherein

said message beating light signals include video picture signals that involve one or more transient images of items which are selectable for purchase in the marketing area.

18. A communication system in accord with claim 1 wherein

said message bearing light signals include video picture signals that involve one or more transient images of items which are selectable for purchase by shoppers in the marketing area, and

each of said message relay units also have

(4) a video picture bearing signal storage facility that operates under the control of said computer.

19. A communication system in accord with claim 1 wherein

said message bearing light signals include video picture signals that involve one or more transient images of items which are selectable for purchase by the shoppers in the marketing area, and

each of said message relay units also have

(4) a video picture bearing signal storage facility for storing video picture signals and which is connected with said computer for the passage of such video picture signals therebetween.

20. A communication system in accord with claim 1 wherein

said message bearing light signals include a signal with a traveling word message.

21. A communication system for communicating with shoppers in a marketing area that is provided with a plurality of shopping carts for use in carrying items selected for purchase comprising

(a) a plurality of message relay units that are supported on the respective shopping carts for movement about the marketing area therewith, and

(b) means located apart from said units for generating message bearing light signals which are receivable by said units and include video picture signals that involve one or more transient images of items which are selectable for purchase by the shoppers in the marketing area;

each of said message relay units having

(1) a message transmission system for transmitting visually displayable messages which are borne by signals generated by said generating means and having a video display device for transmitting video pictures associated with said video picture signals,

said transmission system also having a control circuit for controlling the operation of said device.

22. A communication system for communicating with shoppers in a marketing area that is provided with a plurality of shopping carts for use in carrying items selected for purchase comprising

a plurality of message relay units that are supported on the respective shopping carts for movement about the marketing area therewith, and

(b) means located apart from said units for generating message bearing signals which are receivable by said units and include video picture signals that involve one or more transient images of items which are selectable for purchase by the shoppers in the marketing area;

each of said message relay units having

(1) a message transmission system for transmitting visually displayable messages which are borne by signals generated by said generating means and having a video display device for transmitting video pictures associated with said video picture signals,

said transmission system also having a control circuit for controlling the operation of said device;

said generating means including a light signal generating system,

said communication system further comprising

(c) a signal delivery system that is connected with the light signal generating system for passing said message bearing signals to the marketing area and including

a network of optical channels which are optically connected to said light signal generating system and which, in the marketing area, are offset from and overlie the floor thereof, and

each of said optical channels being arranged to deliver a light signal generated by said light signal generating system to a predetermined subdivision of the marketing area.

23. A communication system for communicating with shoppers in a marketing area that is provided with a plurality of shopping carts for use in carrying items selected for purchase comprising

(a) a plurality of message relay units that are supported on the respective shopping carts for movement about the marketing area therewith, and

(b) means located apart from said units for generating message bearing signals which are receivable by said units and include video picture signals that involve one or more transient images of items which are selectable for purchase by the shoppers in the marketing area;

each of said relay units having

(1) a message transmission system for transmitting visually displayable messages which are borne by signals generated by said generating means and having a video display device for transmitting video pictures associated with said video picture signals,

said transmission system also having a control circuit for controlling the operation of said device;

said generating means including a light signal generating system,

said communication system further comprising

(c) a signal delivery system that is connected with the light signal generating system for passing said message bearing signals to the marketing area and including

a network of optical channels which are optically connected to said generating system and which, in the marketing area, are offset from and overlie the floor thereof,

each of said optical channels being arranged to deliver a light signal generated by said light signal generating system to a predetermined subdivision of the marketing area, and

each of said message relay units also having

(2) a computer connected with said control circuit for controlling the operation thereof, and

(3) a signal receiver system connected with the computer for receiving message bearing signals delivered to the subdivisions.

24. A communication system for communicating with shoppers in a marketing area that is provided with a plurality of shopping carts for use in carrying items selected for purchase comprising

(a) a plurality of message relay units that are supported on the respective shopping carts for movement about the marketing area therewith, and

(b) means located apart from said units for generating message bearing signals which are receivable by said units and include video picture signals that involve one or more transient images of items which are selectable for purchase by the shoppers in the marketing area;

each of said message relay units having

(1) a message transmission system for transmitting visually displayable messages which are borne by signals generated by said generating means and having a video display device for transmitting video pictures associated with said video picture signals,

said transmission system also having a control circuit for controlling the operation of said device;

said generating means including a light signal generating system,

said communication system further comprising

(c) a signal delivery system that is connected with the light signal generating system for passing said message bearing signals to the marketing area and including

a network of optical channels which are optically connected to said light signal generating system and which in the marketing area are offset from and overlie the floor thereof,

each of said optical channels being arranged to deliver a light signal generated by said light signal generating system to a predetermined subdivision of the marketing area, and

each of said message display units also having

(2) a computer connected with said control circuit for controlling the operation thereof,

(3) a signal receiver system connected with the computer for receiving message bearing signals delivered to the subdivisions, and

(4) a signal generating circuit for generating a light signal;

said communication system further comprising

(d) detecting means remote from said units for detecting the light signals generated by the signal generating circuits of said units.

25. A communication system for communicating with shoppers in a marketing area that is provided with a plurality of shopping carts for use in carrying items selected for purchase comprising

(a) a plurality of message relay units that are supported on and moveable with the respective shopping carts about the marketing area for transmitting messages borne by signals received by the units,

(b) a signal generating system that is apart from said units for generating message bearing light signals which are receivable by said units, and

(c) a signal delivery system that is connected with the generating system for passing said message bearing light signals to the marketing area and includes

a plurality of optical channels which are optically connected to said generating system,

(d) a computer that is apart from said units and connected with said generating system for controlling the operation of said generating system, and

(e) a visually displayable message file storage facility connected with and operating under the control of said computer;

each of said optical channels being arranged to pass a light signal received from said generating system to a predetermined subdivision of the marketing area,

said storage facility having a visually displayable message file and being controllable by said computer to deliver a signal bearing the visually displayable message from the file to said generating system,

said generating system being controllable by said computer to generate a light signal bearing the visually displayable message of the signal delivered thereto.

26. A communication system for communicating with shoppers in a marketing area that is provided with a plurality of shopping carts for use in carrying items selected for purchase comprising

(a) a plurality of message relay units that are fixed to and mounted on the respective shopping cart for movement about the marketing area therewith,

(b) a signal generating system that is apart from said units for generating message bearing light signals receivable by said units, and

(c) a signal delivery system connected with the generating system for passing said message bearing light signals to the marketing area including

a network of optical channels which are optically connected to said generating system and in the marketing area are offset from and overlie the floor thereof,

(d) a computer that is apart from said units and connected with said generating system for controlling the operation of said generating system, and

(e) a visually displayable message file storage facility connected with and operating under the control of said computer;

each of said optical channels being arranged to pass a light signal received from said generating system to a predetermined subdivision of the marketing area,

said storage facility having a visually displayable message file and being controllable by said computer to deliver a signal bearing the visually displayable message from the file to said generating system,

said generating system being controllable by said computer to generate a light signal bearing the visually displayable message of the signal delivered thereto from the file and to deliver the generated light signal to selected ones of said optical channels, and

said selected ones of said optical channels being arranged in the network to pass the light signal delivered thereto to a plurality of subdivisions of the marketing area that are contiguous and define a zone in which the displayable message bearing light signals are receivable by said units,

each of said message relay units having

(1) a visual display device for displaying the visually displayable message of a light signal received thereby, said device having a control circuit,

(2) a computer connected with said control circuit for controlling the operation thereof, and

(3) a signal receiver system connected with the computer of the unit for receiving a signal bearing the displayable message in said zone.

27. The combination of:

a shopping cart for carrying items selected for purchase in a marketing area,

a message relay unit supported by and movable with said shopping cart, and

means for generating and delivering visually displayable message bearing signals to the message relay unit including signals with a visually displayable video picture of an item that is selectable for purchase in the marketing area,

said message relay unit including

(a) a message transmission system having a video display device for transmitting visually displayable messages borne by the visually displayable message bearing signals that are delivered to the unit,

(b) a computer connected with the video display device for controlling the operation thereof, and

(c) a receiver system connected with the computer for receiving the visually displayable message bearing signals delivered to the unit.

28. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable list of items that are available for purchase and on display in the marketing area.

29. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable list of items that are available for purchase and on display in the marketing area,

said list has portions which are separately displayable on said video display device, and

said message relay unit also includes

(d) a computer controller means connected with the computer and operable by a shopper to change the portion of the list of items being visually displayed on said video display device.

30. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable list of items that are available for purchase and on display in the marketing area,

said list has portions which are separately displayable on said video display device,

said signal also includes indicia which are associated and visually displayable with the respective items on said list and which are indicative of the locations thereof in the marketing area,

said computer has a memory, and

said message relay unit also includes

(d) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controllable by said computer, when a list portion is being displayed on said display device, to generate an item denoting indicia on said display device which denotes an item on the list portion being visually displayed thereon,

(e) computer controller means connected with the computer and operable by a shopper to change the portion of the list of items being visually displayed on said video display device,

(f) computer controller means connected to the computer and operable by a shopper to move said item denoting indicia to a selected item on a list portion being visually displayed on said video display device, and

(g) computer controller means connected to the computer and operable by a shopper, when the item denoting indicia denotes an item on a visually displayed list portion to record the denoted item in the memory of said computer.

31. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable list of items that are available for purchase and on display in the marketing area,

said list has portions which are separately displayable on said video display device,

said signal also includes indicia which are associated and visually displayable with the respective items on said list and which are indicative of the locations thereof in the marketing area,

said computer has a memory, and

said message relay unit also includes

(d) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controllable by said computer, when a list portion is being displayed on said display device, to thereon generate an item denoting indicia on said display device which denotes an item on the list portion being visually displayed thereon,

(e) computer controller means connected with the computer and operable by a shopper to change the portion of the list of items being visually displayed on said video display device,

(f) computer controller means connected with the computer and operable by a shopper to move said item denoting indicia to a selected item on a list portion being visually displayed on said video display device, and

(g) computer controller means connected with the computer and operable by a shopper, when the item denoting indicia denotes an item on a visually displayed list portion, to record the denoted item in said memory of said computer,

said memory record being addressable by the computer for controlling said control circuit to generate indicia on said video display device which is indicative of the location in the marketing area of the denoted item recorded by the operation of the record producing controller means.

32. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area.

33. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

said message relay unit also includes

(d) a control circuit operating under the control of said computer for controlling the operation of said video display device, and

(e) computer controller means connected with the computer and operable by a shopper to generate indicia on said video display device when said graphics display is visually displayed thereon, such indicia being indicative of the location in the marketing area of an item available for purchase and on display therein.

34. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

said message relay unit also includes

(d) computer controller means connected with the computer and operable by a shopper when said graphics display is visually displayed on said video display device to limit the visual display of the depicted marketing area to an area proximate to the shopping cart on which the unit is supported.

35. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

said message relay unit also includes

(d) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controlled by said computer, when said graphics display of said marketing area is being displayed on said video display device, to generate indicia that is indicative of the location of the shopping cart in said marketing area.

36. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include a signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area, and

said message relay unit also includes

(d) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controlled by said computer, when said graphics display of said marketing area is being displayed on said video display device, to generate indicia that is indicative of the location of the shopping cart in said marketing area,

(e) computer controller means connected with the computer and operable by a shopper to generate indicia on said video display device when said graphics display is visually displayed thereon, such indicia being indicative of the location in the marketing area of an item available for purchase and on display therein, and

(f) computer controller means connected with the computer and selectively operable by a shopper, when said graphics display is visually displayed on said video display device, to limit the visual display of the depicted marketing area to an area proximate to the shopping cart on which the unit is supported.

37. The combination in accord with claim 27 wherein

said visually displayable message bearing signals include

a first signal with a visually displayable list of items that are available for purchase and on display in the marketing area and

a second signal with a visually displayable graphics display depicting the floor plan and merchandising displays in said marketing area,

said list has portions which are separately displayable on said video display device,

said first signal also includes visually displayable indicia which are associated and visually displayable with the respective items on said list and which are indicative of the locations thereof in the marketing area, and

said computer has a memory;

said message relay unit also includes

(d) a control circuit operating under the control of said computer for controlling the operation of said video display device, said control circuit being controllable by said computer, when a list portion is being displayed on said device, to thereon generate an item denoting indicia on said display device which denotes an item on the list portion being visually displayed thereon,

(e) computer controller means connected with the computer and operable by a shopper to change the portion of the list of items being visually displayed on said video display device,

(f) computer controller means connected with the computer and operable by a shopper to move said item denoting indicia to a selected item on a list portion being visually displayed on said video display device, and

(g) computer controller means connected with the computer and operable by a shopper, when the item denoting indicia denotes an item on a visually displayed list portion, to record the denoted item in said memory of said computer;

said control circuit being controlled by said computer, when said graphics display of said marketing area is being displayed on said video display device, to generate indicia that is indicative of the location of the shopping cart in said marketing area, and

said message relay unit also includes

(h) computer controller means connected with the computer and selectively operable by a shopper, when said graphics display is visually displayed on said video display device, to limit the visual display of the depicted marketing area to an area proximate to the shopping cart on which the unit is supported.

38. A method of guiding a shopper about a marketing area when the shopper is provided a shopping cart for transporting items that have been selected for purchase comprising

(a) maintaining a computer controlled video display device on and moveable with said shopping cart,

(b) generating a list of items which are available for purchase and on display in the marketing area on said video display device, and

(c) generating indicia on said video display device which are associated with respective items on said list and indicative of the locations thereof in the marketing area.

39. A method in accord with claim 38 wherein

said list of items comprises a plurality of separately viewable pages that contain respective portions of said list of items, and

the generating of said list of items on said video display device comprises the separate generating of the respective portions of the list on the video display device.

40. A method of guiding a shopper about a marketing area when the shopper is provided a shopping cart for transporting items that have been selected for purchase comprising

(a) maintaining a computer controlled video display device on and moveable with said shopping cart,

(b) generating a list of items which are available for purchase and on display in the marketing area on said video display device,

(c) generating indicia on said video display device which are associated with respective items on said list and indicative of the locations thereof in the marketing area, and

(d) generating a graphics display on said video display device which depicts the floor plan and layout of the merchandise display facilities in the marketing area.

41. A method in accord with claim 40 wherein

the generating of said indicia on said video display device transpires while said graphics display is being generated thereon.

42. A method in accord with claim 40 wherein

the generating of said indicia on said video display device transpires while said list of items is being generated thereon.

43. A method of guiding a shopper about a marketing area when the shopper is provided a shopping cart for transporting items that have been selected for purchase comprising

(a) maintaining a computer controlled video display device on and moveable with the shopping cart,

(b) generating a list of items on said video display device which are available for purchase and on display in the marketing area,

(c) generating a first set of indicia on said video display device while said list of items is being generated thereon, the indicia of said first set being associated with the respective items on said list and indicative of the locations thereof in the marketing area,

(d) generating a graphics display on said video display device which depicts the floor plan and layout of the merchandising display facilities in the marketing area,

(e) generating a second set of indicia on said video display device while said graphics display is being generated thereon, the indicia of said second set being associated with respective items on said list and so generated on the video display device with respect to the merchandising display facilities depicted thereon as to indicate the locations in the marketing area of the items associated therewith.

44. A method in accord with claim 43 further comprising

(f) generating an indicia on said video display device while generating said graphics display of said marketing area thereon and at such a position with respect to the floor plan and layout of the merchandise display facilities depicted thereby as to thereon indicate the relative location of the shopping cart in said marketing area.

45. A method of guiding a shopper about a marketing area when the shopper is provided a shopping cart for transporting items that have been selected for purchase comprising

(a) maintaining a computer controlled video display device on and moveable with the shopping cart,

(b) generating a graphics display on said video display device which depicts the floor plan and layout of the merchandise display facilities in said marketing area,

(c) generating an indicia on said video display device while generating said graphics display of said marketing area thereon and at such a position with respect to the floor plan and layout of the merchandise display facilities depicted thereon as to thereby indicate the relative location of the shopping cart in said marketing area.

46. A method in accord with claim 45 further comprising:

(d) generating indicia on said video display device while generating said graphics display thereon, such indicia being associated with respective items that are available for purchase and on display in said marketing area and being so generated on said video display device with respect to the merchandise display facilities depicted thereon as to indicate the relative locations in the marketing area of the items associated therewith.

47. A method of guiding a shopper about a marketing area when the shopper is provided a shopping cart for transporting items that have been selected for purchase comprising

(a) maintaining a computer controlled video display device on and moveable with the shopping cart,

(b) generating a graphics display on said video display device which depicts the floor plan and layout of the merchandise display facilities in a portion of said marketing area,

(c) generating indicia on said video display device while generating said graphics display thereon, said indicia being associated with respective items that are available for purchase and on display in said portion and being so generated on said video display device with respect to the merchandise display facilities depicted thereon as to indicate the relative location of the items associated therewith in said portion.

48. A method in accord with claim 47 further comprising

(d) generating indicia on said video display device while generating said graphics display of said portion and at such a position on said video display device with respect to the floor plan and layout of the merchandise display facilities depicted thereon as to thereby indicate the relative location of the shopping cart in said portion.

49. A method in accord with claim 47 further comprising

(d) generating indicia on said video display device while generating said graphics display of said portion thereon and at such a position on said video display device with respect to the floor plan and layout of the merchandise display facilities depicted thereon as to thereby indicate the relative location of the shopping cart in said portion, and

(e) generating a list of items on said video display device which are on display and available for purchase in the marketing area.

50. A method in accord with claim 47 further comprising:

(d) generating indicia on said video display device while generating said graphics display of said portion thereon and at such a position on said video display device with respect to the floor plan and layout of the merchandise display facilities depicted thereon as to thereby indicate the relative location of the shopping cart in said portion,

(e) generating a list of items on said video display device which are on display and available for purchase in the marketing area, and

(f) generating a set of indicia on said video display device while said list of items is being generated thereon, the indicia of said set being associated with respective items on said list and indicative of the relative locations thereof in said marketing area.

51. A method of delivering an advertising message to a shopper within a marketing area when the shopper is provided a shopping cart for carrying items which have been selected for purchase comprising

(a) supporting a message relay unit on the shopping cart and moving the unit about the marketing area therewith, said unit having a video display device,

(b) generating and passing a signal bearing an advertising message with a video picture of an item that is selectable for purchase in the marketing area to the marketing area,

(c) receiving the signal within the marketing area and delivering the advertising message to the video display device for transmission of the video picture of the item as a visual display thereon, and

(d) controlling the operation of said video display device with a computer.

52. A method of delivering an advertising message to a shopper within a predetermined zone in a marketing area when the shopper is provided a shopping cart for carrying items which have been selected for purchase comprising

(a) supporting a message relay unit on the shopping cart and moving the unit about the marketing area therewith, said unit having a video display device,

(b) passing a signal bearing an advertising message with a video picture of an item that is selectable for purchase in the zone into said zone,

(c) detecting the signal within said zone and delivering the advertising message to the video display device for transmission of the video picture of the item as a visual display thereon, and

(d) controlling the operation of said video display device with a computer.

53. A method in accord with claim 52 further comprising

(e) generating the signal bearing the advertising message at a location remote from said zone.

54. A method in accord with claim 52 further comprising

(e) generating the signal bearing the advertising message that is passed into said zone at a location remote from said zone and as a light signal bearing said advertising message, and

(f) transforming the detected light signal to an electronic signal before delivering the advertising message to the video display device.

55. A method in accord with claim 52 wherein the method further comprises

(e) generating the signal bearing the advertising message that is passed into said zone at a location remote from said zone and as a light signal bearing said advertising message,

(f) transforming the detected light signal to an electronic signal before delivering the advertising message to the video display device, and

(g) storing the advertising message bearing signal during the time interval between its transformation to said electronic signal and the delivery of the advertising message to said video display device.

56. The combination of:

a shopping cart for carrying items selected for purchase in a marketing area,

a message relay unit supported by and moveable about the marketing area with said shopping cart, and

means for generating and delivering message bearing signals to the message relay unit that include visually displayable message bearing signals with video pictures of items that are selectable for purchase in the marketing area,

said means including

a computer for controlling the generation of said message bearing signals,

said message relay unit including

(a) a message transmission system for transmitting messages that are borne by message bearing signals received by the unit, and

(b) a signal receiver system connected with the message transmission system for receiving signals delivered to the unit.

57. The combination in accord with claim 56 wherein

the message bearing signals of the generating and delivering means include audio message bearing signals, and

said message transmission system includes

(1) an audio transmitter for transmitting audio messages borne by audio message bearing signals received by the unit.

58. The combination in accord with claim 56 wherein the message bearing signals of the generating and delivering means include audio message bearing signals, and

said message transmission system includes

(1) an audio transmitter for the sound transmission of audio messages borne by audio message bearing signals received by the unit, and

(2) a video display device for visually displaying the video pictures of items purchasable in the marketing area and borne by visually displayable message bearing signals received by the unit.

59. The combination in accord with claim 56 wherein

the message bearing signals of the generating and delivering means includes audio message bearing signals, and

said message transmission system includes

(1) an audio transmitter for the sound transmission of audio messages borne by audio message bearing signals received by the unit, and

said unit also includes

(c) storage means connected with the message transmission means for storing audio message signals received by said receiver system.

60. The combination in accord with claim 56 wherein

the message bearing signals of the generating and delivering means include audio message bearing signals,

said message transmission system includes

(1) an audio transmitter for the sound transmission of audio messages borne by audio message bearing signals received by the unit, and

said unit also includes

(c) a computer operating under the control of the signals generation controlling computer of said means for controlling the operation of the message transmission system,

(d) storage means operating under the control of the transmission system controlling computer and connected with the message transmission means for storing audio message signals received by said receiver system.

61. The combination of:

a shopping cart for carrying items selected for purchase in a marketing area having a nestable basket and a handle located generally above said basket,

a message relay unit that is mounted on said handle, and

means for generating and delivering message bearing signals to the message relay unit that include visually displayable video pictures of items that are selectable for purchase in the marketing area,

said means including

a first computer for controlling the generation of said message bearing signals;

said message relay unit including

(a) a message transmission system for transmitting messages that are borne by message bearing signals received by the unit,

(b) a second computer connected with the transmission system and operating under the control of the first computer for controlling the operation of the transmission system and

(c) a signal receiver system connected with the second computer for receiving signals delivered to the unit.

62. A method of delivering an advertising message to a shopper within a marketing area when the shopper is provided a shopping cart for carrying items which have been selected for purchase comprising

(a) supporting a message relay unit on the shopping cart for movement about the marketing area therewith, said unit having message transmission system,

(b) passing a signal bearing the advertising message into the marketing area,

(c) receiving the signal within the marketing area and delivering the advertising message to said transmission system for the transmission of the advertising message thereby, and

(d) controlling the operation of said transmission system with a computer.

63. A method of delivering an audio advertising message to a shopper within a predetermined zone in a marketing area when the shopper is provided a shopping cart for carrying items which have been selected for purchase comprising

(a) supporting a message relay unit on the shopping cart for movement about the marketing area therewith, said unit having an audio transmission system,

(b) passing a signal bearing the audio advertising message into said zone,

(c) detecting the signal within said zone and delivering the advertising message to the audio transmission system for the sound transmission of the audio message thereby, and

(d) controlling the operation of said audio transmission system with a computer.

64. The method in accord with claim 63 further comprising

(e) generating the signal bearing the audio advertising message at a location remote from said zone.

65. The method in accord with claim 63 further comprising

(e) generating the signal bearing the audio advertising message at a location remote from said zone and as a light signal, and

(f) transforming the detected light signal to an electronic signal before delivering the advertising message to said audio transmission system.

66. The method in accord with claim 63 further comprising

(e) generating the signal bearing the audio advertising message that is passed into said zone at a location remote from said zone and as a light signal,

(f) transforming the detected light signal to an electronic signal before delivering the audio advertising message to said audio transmission system, and

(g) storing the signal bearing the audio advertising message during the time interval between its transformation to said electronic signal and the delivery of the advertising message to said audio transmission system.