Method and system for rating the role of a product category in the performance of a store area

• US 8,577,705 B1
• Filed: 12/30/2008
• Issued: 11/05/2013
• Est. Priority Date: 12/30/2008
• Status: Active Grant

• Current Assignee: Videomining Corporation
• Original Assignee: Videomining Corporation
• Inventors: Jung, Namsoon, Baboo, Priya, Sharma, Rajeev, Saurabh, Varij
• Primary Examiner(s): Dixon, Thomas
• Assistant Examiner(s): Fields, Benjamin S
• Application Number:
  US12/317,918
• Time in Patent Office: 1,771 Days
• Field of Search: 705/7, 705 711- 742
• US Class Current: 705/7.11
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

The present invention is a method and system for measuring a set of shopper behavior metrics that represent the strength of a product category or a group of categories in the performance of a store area. A set of rating parameters are defined in order to provide a unified and standardized rating system. The rating system represents the effectiveness of the product category in a store area. The metrics are defined in a manner that is normalized so that they can be used across different types of product categories. The datasets are measured per category or group of categories over time to identify how the strength has varied over time, and to monitor trends in the category performance. The measured datasets are further analyzed based on various demographic groups and behavior segments. The analysis facilitates a better understanding of the strength of the category for different shopper segments, which in turn can be applied for developing better store area optimization strategies.

Claims

1. A method for rating the role of a product category in the performance of a store area based on a measurement of a set of shopper behavior metrics, comprising the following steps of:

a) automatically tracking people in a plurality of input images captured by at least a means for capturing images that is connected to at least a means for video interface in the store area by applying a computer vision-based automatic tracking algorithm to the plurality of input images,

wherein the computer vision-based automatic tracking algorithm is programmed in at least a computer, and

b) utilizing the computer to perform computations for;

analyzing the behavior of the people based on a path analysis of tracks that are produced from tracking the people by executing the computer vision-based automatic tracking algorithm,

measuring impression counts and impression length of the people for the product category, measuring emotion changes of the people,

measuring the set of shopper behavior metrics that represent strength of a product category in attracting shoppers with respect to a group of product categories,

measuring the response of the people tied to the category based on the behavior analysis, the impression counts, and the impression length, and the emotion changes,

creating a plurality of datasets, stored in at least a means for storing data, by accumulating the response measurement, and

analyzing the datasets based on segmentation data of the people, including demographic groups and behavior segments,

wherein the metrics is defined in a manner that is normalized so that it is used across different types of product categories and in different types of stores.

2. The method according to claim 1, wherein the method further comprises a step of defining a set of rating parameters in order to provide a unified and standardized rating system,

wherein the set of rating parameters is calculated based on a path analysis of tracks that are produced from tracking the people by executing the computer vision-based automatic tracking algorithm and segmentation data.

3. The method according to claim 1, wherein the method further comprises a step of measuring the datasets per category over time to identify how its strength has varied over time and to monitor trends in the category performance.

4. The method according to claim 1, wherein the method further comprises a step of defining category rating metrics in such a way that ratings are combined for multiple stores and extrapolated to a set of stores, including a retail chain, giving a unified framework for analyzing category performance across larger geographical areas,

wherein the category rating metrics represent effectiveness of the product category in the store area, and

wherein the category rating metrics are computed based on the set of shopper behavior metrics.

5. The method according to claim 1, wherein the method further comprises a step of ranking the categories based on the number of first-stops as a ratio of total number of category shoppers for all who stopped.

6. The method according to claim 1, wherein the method further comprises a step of ranking the categories based on the number of shoppers and buyers in the category relative to that of a store area.

7. The method according to claim 1, wherein the method further comprises a step of calculating the number of people who shop at the category and later shop at other categories in a store area,

wherein the measured number determines the relative correlation between the interest in the category relative to a store area.

8. The method according to claim 1, wherein the method further comprises a step of optimizing space for the aisle based on the role of each category, wherein the role of each category is determined from a category strength rating that is calculated based on the measurement of a set of shopper behavior metrics.

9. The method according to claim 1, wherein the method further comprises a step of ranking the categories in an aisle to identify the top categories that contribute to aisle productivity,

wherein the measurement for the set of shopper behavior metrics is ranked.

10. The method according to claim 1, wherein the method further comprises a step of calculating indices that are defined with respect to observable shopping behavior and measured for a given period,

wherein the indices comprise indices for category attraction, category synergy, category shopper share, category buyer share, category volume share, category dollar share, shopper response rating, and periodic change rating.

11. The method according to claim 1, wherein the method further comprises a step of measuring the effect of a different assortment of categories to measure which assortments optimize the whole store area,

wherein the measurement for the effect of the different assortment of categories is based on the computer vision-based automatic tracking.

12. The method according to claim 1, wherein the method further comprises a step of measuring the effect of different allocation of categories to measure what size, relative position of space, shape, and sequence of the allocation performs better,

wherein the measurement for the effect of the different allocation of categories is based on the computer vision-based automatic tracking.

13. The method according to claim 1, wherein the method further comprises a step of measuring the effect of different adjacency of categories to measure what layout, correlation, and co-occurrence of categories performs better,

wherein the measurement for the effect of the different adjacency of categories is based on the computer vision-based automatic tracking.

14. The method according to claim 1, wherein the method further comprises a step of changing controllable features in a store area, including location of signage, number of signage, navigational signage, marketing element, merchandizing element, information kiosk, and promotional material in the category, and measuring the effect to the performance of categories.

15. An apparatus for rating the role of a product category in the performance of a store area based on a measurement of a set of shopper behavior metrics, comprising:

a) at least a means for capturing images that captures a plurality of input images of people in the store area,

b) at least a means for video interface that is connected to the means for capturing images,

c) at least a computer that is programmed to perform computations for the following steps of;

automatically tracking people in the plurality of input images, which are transferred from the means for capturing images through the means for video interface, by applying a computer vision-based automatic tracking algorithm to the plurality of input images using the computer,

analyzing the behavior of the people based on a path analysis of tracks that are produced from tracking the people by executing the computer vision-based automatic tracking algorithm using the computer,

measuring impression counts and impression length of the people for the product category, measuring emotion changes of the people,

measuring the set of shopper behavior metrics that represent strength of a product category in attracting shoppers with respect to a group of product categories, and

measuring the response of the people tied to the category based on the behavior analysis, the impression counts, the impression length, and the emotion changes, and

d) at least a means for storing data that stores a plurality of datasets by accumulating the response measurement,

wherein the computer executes a program that analyzes the datasets based on segmentation data of the people, including demographic groups and behavior segments, and

wherein the metrics is defined in a manner that is normalized so that it is used across different types of product categories and in different types of stores.

16. The apparatus according to claim 15, wherein the apparatus further comprises a computer for defining a set of rating parameters in order to provide a unified and standardized rating system,

wherein the set of rating parameters is calculated based on a path analysis of tracks that are produced from tracking the people by executing the computer vision-based automatic tracking algorithm and segmentation data.

17. The apparatus according to claim 15, wherein the apparatus further comprises a computer for measuring the datasets per category over time to identify how its strength has varied over time and to monitor trends in the category performance.

18. The apparatus according to claim 15, wherein the apparatus further comprises a computer for defining category rating metrics in such a way that ratings are combined for multiple stores and extrapolated to a set of stores, including a retail chain, giving a unified framework for analyzing category performance across larger geographical areas,

wherein the category rating metrics represent effectiveness of the product category in the store area, and

wherein the category rating metrics are computed based on the set of shopper behavior metrics.

19. The apparatus according to claim 15, wherein the apparatus further comprises a computer for ranking the categories based on the number of first-stops as a ratio of total number of category shoppers for all who stopped.

20. The apparatus according to claim 15, wherein the apparatus further comprises a computer for ranking the categories based on the number of shoppers and buyers in the category relative to that of a store area.

21. The apparatus according to claim 15, wherein the apparatus further comprises a computer for calculating the number of people who shop at the category and later shop at other categories in a store area,

wherein the measured number determines the relative correlation between the interest in the category relative to a store area.

22. The apparatus according to claim 15, wherein the apparatus further comprises a computer for optimizing space for the aisle based on the role of each category,

wherein the role of each category is determined from a category strength rating that is calculated based on the measurement of a set of shopper behavior metrics.

23. The apparatus according to claim 15, wherein the apparatus further comprises a computer for ranking the categories in an aisle to identify the top categories that contribute to aisle productivity,

wherein the measurement for the set of shopper behavior metrics is ranked.

24. The apparatus according to claim 15, wherein the apparatus further comprises a computer for calculating indices that are defined with respect to observable shopping behavior and measured for a given period,

wherein the indices comprise indices for category attraction, category synergy, category shopper share, category buyer share, category volume share, category dollar share, shopper response rating, and periodic change rating.

25. The apparatus according to claim 15, wherein the apparatus further comprises a computer for measuring the effect of different assortments of categories to measure which assortments optimize the whole store area,

wherein the measurement for the effect of the different assortment of categories is based on the computer vision-based automatic tracking.

26. The apparatus according to claim 15, wherein the apparatus further comprises a computer for measuring the effect of different allocation of categories to measure what size, relative position of space, shape, and sequence of the allocation performs better,

wherein the measurement for the effect of the different allocation of categories is based on the computer vision-based automatic tracking.

27. The apparatus according to claim 15, wherein the apparatus further comprises a computer for measuring the effect of different adjacency of categories to measure what layout, correlation, co-occurrence of categories performs better,

wherein the measurement for the effect of the different adjacency of categories is based on the computer vision-based automatic tracking.

28. The apparatus according to claim 15, wherein the apparatus further comprises a computer for changing controllable features in a store area, including location of signage, number of signage, navigational signage, marketing element, merchandizing element, information kiosk, and promotional material in the category, and measuring the effect to the performance of categories.