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A smart way to shop
Shopping is jokingly referred to as retail therapy for
consumers.
MyGROCER may provide relief to retailers with its blend of
Radio Frequency Identification (RFID) and wireless technologies. Their software
application will make best use of RFID to generate value-added information for
both customers and retailers, providing 'on the spot' information about products
and instant billing. Data about consumer behaviour and interests can also be
collected.
The IST-funded MyGROCER project has developed an innovative software application
addressing the retail sector. Its solution combines radio frequency product
identification, wireless network communications techniques (i.e. WLAN) and
information technology resources using actual database technologies and
protocols (OLAP, XML, HTML, WAP) . This combination will transform current
shopping methods by offering the customer accurate information about each and
every product in the shopping trolley. Unlike barcodes, RF-tags uniquely
identify each product. In addition, they do not require physical scanning; the
RF-Tags are constantly transmitting their presence to the RF Receiver positioned
on the shopping trolley or in the vicinity.
Their application will also quicken check-out thanks to active billing performed
at the trolley terminal for each product deposited in the trolley. It keeps
consumer behaviour and point of sale data allowing retailers to extract
marketing data.
The MyGROCER application offers innovative consumer services such as navigation
and self-checkout, and interacts with the customer while shopping, influencing
purchases at the point of decision with personalised promotions based on the
consumer profile and grocery list.
The RFID also allows MyGROCER to behave as an anti-theft mechanism, like the way
that clothes or music CDs are protected, reducing losses due to theft,
misplacement etc.
The MyGROCER consortium comprises a partnership made up from Pouliadis, Nokia,
Atmel, Unisys, Helsinki University of Technology, Atlantic, Procter & Gamble and
Eltrun - Athens University of Economics and Business.
Combining wireless identification, remote radio communication and adapted
software applications that make use of the most recent standards leads to better
e-services. Along with the technology, MyGROCER has developed a new business
model that aims at transforming the way traditional shopping is managed. Three
scenarios are envisaged: In the shop, at home and on the move.
When the customer enters a shop, he/she logs onto the MyGROCER application via
the trolley's terminal. The system identifies the user and displays the shopping
list on the shopping trolley's display. The trolley's system can identify the
placing of the products in (or out of) the trolley, access pricing information,
display promotions, and relates to other in-shop applications. At the check-out,
the smart shopping trolley system transmits the list of items to the cashier. It
transmits the purchased item list, helps generate the receipt and tells the
cahier the amount to be paid. The customer's shopping list is kept in the local
system to be used in future promotions. Meanwhile, the data are transmitted to
the supermarket IT system and can help update the shop's inventory in real-time
and initiate the necessary measures to replenish the stock.
At home, providing the goods are stored in an identified location equipped with
a RF-Receiver, a local server (PC, PDA, set-top box, etc.) can keep track of
the local inventory of goods. If the system is used, a 'restock' notice can be
generated and transmitted over the Internet, for items that aren't put back in
place after a predetermined period of time. It contributes to producing a
'shopping list'. The consumer can electronically retrieve his/her shopping list
(PC, PDA, mobile phone) and conduct remote/ mobile shopping transactions.
On the move, customers can similarly access their shopping list via a wirelessly
connected mobile system, access their data and then edit their grocery list.
Home delivery could be requested and customers can even consider shopping around
for the cheapest products based on electronic bids transmitted by the
supermarkets. All this results in easier shopping, well-informed and happy users
spending less time shopping.
A prototype currently exists which has enjoyed positive feedback from consumers.
Its actual roll-out has yet to begin. The weakness of the proposed system is
that RFID is still very expensive, especially to be used on an item level.
Nonetheless, with real-time in-store points of sale, consumers integrated
seamlessly into the supply chain and efficient sales and forecast information
from real-time consumer behaviour patterns MyGROCER should lead the way to
retailing being redefined in the not too distant future.
Subject Descriptors : Communications networks, Information
transmission
Subject Index Codes : Telecommunications, Information Processing, Information
Systems
Subject Class : IT, telecommunications
Remarks : Results entry form
Collaboration Sought : Further research or development support, Joint venture
agreement, Financial support, Information exchange/Training
Sources of Support : CEC
Programmes : IST
Projects : IST-2000-26239
Project Title : Mobile Shopping of Electronically Referenced Products
Contact Details
Contact Name : KOUKARA, Lyda
Contact Organisation : Pouliadis Associates Corp
Address : Sygrou Avenue 142
City : Athens
Region : ATTIKI
Postcode : 17671
Country : GREECE
Telephone Number : +30-210-9283209
Electronic Mailbox : l.koukara@pouliadis.gr
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