WO2013157996A2

WO2013157996A2 - Interactive in-store customer terminal

Info

Publication number: WO2013157996A2
Application number: PCT/RU2013/000337
Authority: WO
Inventors: Kirill GORYNYA; Filipp SHUBIN; Ivan SOKOLOV; Kirill KORINSKIY
Original assignee: Synqera Llc
Priority date: 2012-04-19
Filing date: 2013-04-19
Publication date: 2013-10-24
Also published as: RU2012115848A; WO2013157996A3

Abstract

An interactive in-store customer terminal that is programmed to provide a customer interaction that is specifically and automatically customized to parameters of a specific customer and/or their physical environment and/or their activity and/or other real-time data.

Description

INTERACTIVE IN-STORE CUSTOMER TERMINAL

BACKGROUND OF THE INVENTION 1. Field of the Invention

This invention relates to an interactive, in-store customer terminal. A customer terminal is a computer-based terminal at which a consumer can enter into any kind of shopping related interaction, such as buying goods, finding out about the goods and services available in a store, obtaining a map or plan of the store etc. Further, specific examples will be given later in this specification. A Toint of Sale' terminal is one example of a customer terminal. Note however that the term TOS' terminal is used in this specification expansively to include not only Point of Sale terminals (i.e. terminals used by a consumer to pay for or buy goods), but any other 'customer terminal', as defined above. We therefore use the term 'point of service' or customer terminal to cover any kind of customer terminal, and not just a terminal used by a customer to pay for goods or services.

The customer terminal may also includes 'NFC capability: NFC (Near Field Communication), as that term is used in this specification, includes within its scope ECMA-340 and ISO/IEC 18092 compliant systems, but also any other technology that enables devices, such as mobile telephones and smartphones, payment cards etc. to establish communication with a terminal or other kind of device by touching them together or bringing them into close proximity or by any other kind of mechanism. It includes any kind of contacdess payment technology.

2. Description of the Prior Art

Conventional retailing has been affected very seriously by on-line retailing. The online retail experience can be not only more convenient than the physical retail experience, but can be more personalised, more engaging and more aligned with the brand values of the online retailer. As a consequence, 'showrooming' has become commonplace - in 'showrooming' customers go to a conventional retailer to view and inspect the goods of interest, but then buy them online, with customers frequently buying online using theirsmartphone in the physical retail store - for example, scanning the barcode of the physical goods in the retail store to search for the best on-line offers and then buying them on-line whilst still in the retail store.

There are two major challenges retail stores face right now: 1) creating a better experience than a competitor; and 2) stopping showrooming.

People are showrooming because they do like going to the store, but they like the online checkout experience and not the in-stoie checkout With conventional physical retailing systems, the only incentive to go to a checkout counter is to pay.

The increasingly widespread adoption of contacdess (e.g NFC) cards in payments, loyalty and identification fields, means that there is a very large, worldwide market for a NFC enabled customer terminal that can be used by retailers and banking/payment services. However, designing such a customer terminal is not straightforward because interfacing ^'with banking and payment IT infrastructure can be complex, making dedicated customer terminals cosdy and time consuming to develop, test and roll-out in large numbers. Further, existing designs of customer terminal generally provide only very limited scope for updating or customization. They offer a fixed and rigid environment and may therefore become rapidly out of date.

SUMMARY OF THE INVENTION

In a first aspect, there is an interactive in-store customer terminal that is programmed to provide a customer interaction that is customized to parameters of a specific customer and/or their physical environment and/ or their activityand/or other realtime data.

The present invention is implemented in a system from Synqera; Synqera develops technologies to build in-store personalized business-to-consumer communications that lead to customer loyalty and increased retail sales opportunities, to bring the personalized online shopping experience into the physical retail store.

The present invention solves the challenge of making the in-store experience as or more compelling than the online shopping experience.

In an implementation of the invention, a system, including an interactive in-store customer terminal, emulates online shopping in the offline retail store by using physical triggers to drive engagement via personalized in-store communications. The underlying technology, tailored to each retailer, creates this experience by matching customer profiles, the environment and offline sentiment analysis.

One key advantage of an implementation of the invention is to provide a great shopping experience at the checkout counter so that people choose the physical checkout counter over online checkout counters. That is how the invention ends showrooming.

For industries like grocery stores where people still shop in the store but where most checkout experiences are very similar, we give stores a product that creates a very personal checkout experience.

Further optional features include the following:

• the customer terminal is capable of receiving and analyzing data (from data sources such as a camera, microphone, cloud, contactless reader, connected devices) for any of the following purposes:

o (a) payment for goods;

o (b) statistical analysis relating to usage of the terminal;

o (c) customer authentication and identification;

o (d) personalized offers and advertisements;

o (e) receiving feedback from a user of the terminal, with feedback being provided by any of voice, gesture, touch screen interaction, facial appearance.

• The terminal includes a tablet sized display, typically touch-screen.

• the terminal shows a list of items to be bought and/or that have been bought and the user can scroll up and down that list by touch interaction with the display.

• the terminal is programmed so that the display shows an image or an animated sequence of images that is customized to the sex of the customer.

• the terminal is programmed so that the display shows an image or an animated sequence of images that is customized to other parameters of the customer, such as age, interests, hobbies, location, recent purchase history.

• the terminal is programmed so that the display shows an image that is customized according to the status of the customer in a loyalty program.

• the terminal is programmed so that the display generates a user interaction sequence that is customized to the sex of the customer.

• the terminal is programmed so that the display generates a user interaction sequence that is customized to other parameters of the customer, such as age, interests, hobbies, location, recent purchase history.

• the terminal is programmed so that the display generates a user interaction sequence that is customized according to the history of the customer in a loyalty program.

• the terminal is programmed so that the display generates a user interaction sequence that displays an onscreen icon or message that, if selected by the user, enables the user to pay, fully or pardy, for a purchase using loyalty points.

• the terminal is programmed so that the display generates a user interaction sequence that includes an animation or video of a person, cartoon or animal.

• the terminal is programmed so that the display generates a user interaction sequence that includes an animation or video of a person, cartoon or animal thanking the uset once a purchase is completed.

• the terminal is programmed so that the display generates a user interaction sequence that includes an animation or video of a person, cartoon or animal that depends on the loyalty program points earned and/ or the level of the user in the loyalty point scheme.

• the terminal is programmed to automatically generate a display of the credit available to a user, based on the user authenticating himself or herself as a member of a loyalty program and the cost of goods the user wishes to purchase.

• the customer terminal may include or be a tablet computer sized touch screen display (e.g. anyl-hing from 3" to 15" in diagonal size).

• the terminal includes a camera.

• the terminal is programmed with computer software for any of face recognition, face detection, gesture recognition; the computer software may output data that is used to analyse the customer's mood and/or response to content shown on the terminal.

• the effectiveness (such as customer spend or satisfaction) of different images displayed by the terminal and/ or the effectiveness of different user interaction sequences required by the terminal are automatically tracked and measured.

• the different images displayed by the tenriinal and/or the different user interaction sequences required by the terminal are automatically optimized to increase effectiveness over time.

• the content of the images displayed on the terminal, such as advertisements, offers, promotions, virtual goods, recommendation for items to purchase, offers for after-sales items such as warranties, is optimized for the customer in dependence on the customer's parameters and/or physical environment (including time of day) and/or activity or other real-time data.

• the terminal provides printed output to a customer based on the customer's profile, preferences and/ or purchase history.

• The terminal includes a printer that prints one or more of the following on demand for a customer: shopping lists, store maps, receipts, coupons, special offers. • the images displayed by the terminal and/or the user interaction sequence required by the terminal are determined by statistical algorithms of customer parameters, including profiles, behaviours, response rates.

• the terminal displays or prints a special offer or coupon for a customer, and the value of that special offer or coupon is automatically increased if the terminal, or an analytics engine the terminal is connected to, determines that the likelihood of the customer shopping is less than a defined threshold, such as a threshold involving time, frequency, value of purchases, type of purchases.

• an offer is sent to the customer via text, email social network messaging or some other communications platform and the offer can be redeemed by the user interacting with the terminal.

• the terminal forms part of a multi-channel system including customers' smartphones and/or in-store signage and welcome systems and/or network connected servers running data analysis algorithms.

• The terminal includes a processor and a display screen, the processor controlling all images displayed by the terminal and all user interactions sequences required by the terminal.

• all images and/or user interaction sequences are controlled by signals from a remote POS system connected to the terminal, e.g. over a network.

• The terminal is placed at or near the entrance to a retail store.

• the user interaction is terminated automatically shortly after payment by the customer and after a predefined message is provided to the customer.

Other aspects include:

• computer software programmed onto recordable media in which the software, when running on a terminal, renders the terminal a terminal as claimed in any preceding claim.

• a system including customer terminals as defined in any preceding claim and one or more network connected servers running data analysis algorithms W

7

Other key advantages offered by implementations of the invention include the following:

• Loyalty programs are becoming increasingly complex— but their importance in securing customer loyalty has never been greater. Implementations of the invention enable much more sophisticated loyalty program interaction with customers.

• Existing points of sale terminals generally provide a poor experience for the user, completely lacking any personality, fun or engagement. Implementations of the invention can remedy that and align the customer terminal user experience with the brand values of the retailer.

· There is a growing demand for context-based offers (coupons, credit, additional services) but satisfying these has not been possible with conventional point of sale terminals; implementations of the invention can however fully satisfy all of these and also provide a fully flexible, extensible platform that can be readily adapted (e.g. through the addition on new services modules) to any new service requirements that might arise— making these customer terminals able to be adapted and modified in the future (for example with just a remote software update to include a new or revised services module in the tablet module) to enable new services to be offered to the customer and retailed. A second aspect of the invention is a customer terminal that includes a touch screen display, a tablet module and a NFC reader module, and an interface between the two modules.

A 'tablet module' includes a microprocessor optimized for tablet sized touch-screen control and interaction, running an operating system. An example is an Intel ATOM microprocessor or ARM-based processor, running Linux OS. The terminal includes WAN connectivity (e.g. using all conventional means, such as internet, wireless etc.).

Each module is in effect self-contained, in that it can work entirely separately and without the need of the other module. By modularizing the design in this way, separating out the tablet functionality from the NFC functionality, it is possible to rapidly and efficiently design a customer terminal. Modules are used in hardware design to enable complex products to be made by integrating various modules together; modules remove the need for the overall product designer to design dedicated, unique W

8 hardware or software to provide a specific function. Instead, a module is developed separately or even purchased from a third party specialist vendor; that module can then be integrated into the rest of the hardware design. In an implementation of the present invention, we have a tablet module from a specialist vendor of tablet modules; this module is not unique to the customer terminal, but can be used in other designs of computer hardware. Similarly, we have a NFC reader module from a specialist vendor of NFC reader modules; this module is not unique to the customer terminal, but can be used in other designs of computer hardware. Modules enable economies of scale to be realized and enable rapid design, integration, testing and high volume manufacture.

Other aspects and optional features of the invention include the following

• the tablet module and the NFC reader module communicate with each other over a port, such as a COM port.

• the tablet module can read and analyze both payment data (such as encrypted data transferred to a remote processing center) and non-payment data from the NFC reader module and also display transaction results or card data on the display.

• the tablet module includes a core engine and a set of local services modules. · the tablet module can communicate with external, remote services, such as banking services.

• the tablet module can communicate with the local services modules and also the external, remote services, over a messaging system.

• a new service module that is to be added to the terminal initially sends a service contract to a messaging system operated by the core engine, the service contract defining the type of messages the new service module can send and receive.

• the messaging system uses the optimal type of transport for a given service module.

• the local services modules includes any one or more of the following services modules:

• NFC reader interaction

• UI

• Face recognition service • B nk terminal

• Cash register

• HDMI Playback

• Advertising

· Coupons

• Loyalty

• PIN PAD

• Receipt printer

• Business intelligence (context offers and etc.)

· Credit offers

• Statistic

• Remote device control

• the terminal provides one or more of the following functions: (a) paying for goods or services; charging a bank account, store account, credit card, debit card or other payment card with the cost of goods; (b) obtaining consumer-specific information, such as the balance of cash in a bank account, the points in a loyalty scheme or programme; (c) being presented with personalized offers, such as discounted goods or services, loan or credit offers, advertisements; (d) identifying and authenticating an individual.

· the local services modules enable the terminal to provide each of the following functions: (a) paying for goods or services; charging a bank account, store account, credit card, debit card or other payment card with the cost of goods; (b) obtaining consumer-specific information, such as the balance of cash in a bank account, the points in a loyalty scheme or programme; (c) being presented with personalized offers, such as discounted goods or services, loan or credit offers, advertisements; (d) identifying and authenticating an individual.

The customer terminal may have a casing that includes a region with a curved shape designed to contain coins, banknotes and cards and a touch screen display. The customer terminal may be formed as a unitary device with a display angled to the horizontal, and in which the reader has no numeric keypad and no card slot for reading a credit or debit card. The customer terminal may include a NFC reader and display, the terminal being connected to a remote server over a WAN, the remote server computing the amount of new loyalty points associated with a specific purchase and sending data defining that amount plus the current total balance of loyalty points to the terminal for the terminal to display, and in which the terminal is programmed to generate an animated sequence on the display showing the new amount of loyalty points being added to the current total amount of loyalty points. The animated sequence may include a bubble or bubbles.

The customer terminal may be capable of receiving and analyzing data (from data sources such as a camera, microphone, cloud, contactless reader, connected devices) for any of the following purposes:

(a) payment for goods;

(b) statistical analysis relating to usage of the terminal;

(c) customer authentication and identification;

(d) personalized offers and advertisements;

(e) receiving feedback from a user of the terminal, with feedback being provided by any of voice, gesture, touch screen interaction.

BRIEF DESCRIPTION OF THE DRAWINGS

Figure 1 is a perspective view of a customer terminal that implements this invention; Figure 2 is a side view of the customer terminal;

Figure 3 is a view of the front face of the customer terminal;

Figure 4 is a view of the rear face of the customer terminal;

Figure 5 is a view of the bottom of the customer terminal;

Figure 6 is a schematic view of the main components of the customer terminal;

Figure 7 is a schematic view of the main components of the customer terminal when operating with a bank card;

Figure 8 is a schematic view of the main components of the customer terminal when operating with for example a loyalty card;

Figure 9 - 20 are schematic views showing the interaction between the customer terminal and other devices in various scenarios;

Figure 21 is a schematic showing user interaction scenario generation in real-time;

Figure 22 shows an in-store hardware-software solution for boosting loyalty and customer service that implements the present invention;

Figure 23 is a schematic of the overall Synqera solution;

Figure 24 is a special offers printout from the hardware solution shown in Figure 22; Figure 25 is a coupons printout from the hardware solution shown in Figure 22;

Figure 26 is an announcements printout from the hardware solution shown in Figure 22;

Figure 27 is a shopping list printout fromthe hardware solution shown in Figure 22; Figure 28 is a store maps printout from the hardware solution shown in Figure 22; Figure 29 is a recipe printout from the hardware solution shown in Figure 22;

Figure 30 shows Simplate— the interactive customer terminal with powerful multimedia capabilities created to attract and utilize customer attention at the checkout and that implements the invention;

Figure 31 shows Simplate displaying details on its touch screen display of an image of the itemised check (or bill);

Figure 32 shows Simplate displaying details on its touch screen display of a customer satisfaction image (the associated user interaction is for the customer to touch either the happy or the sad face); Figure 33 is a schematic showing an integration example— cash deck of a mobile phone retailer;

Figure 34 shows Simplate displaying details on its touch screen display of an image that shows two discount coupons against purchasing different dog food items; the customer can simply tap the on-screen image to purchase a coupon;

Figure 35 shows Simplate displaying details on its touch screen display of another customer satisfaction image (the associated user interaction is for the customer to touch either the happy or the sad face);

Figure 36 shows Simplate displaying details on its touch screen display of a customer Thank you' image that ends the user interaction sequence with a customer;

Figures 37, 38 and 39 shows Simplate displaying details on its touch screen display of other images.

DETAILED DESCRIPTION

The Key Challenges Of Global Retail Environment The in-store shopping experience becomes less compelling: onlineand mobile trends are shaping consumers values & mindsets:

• Targeted, real-time communications and product offering online turns to be a benchmark.

· People are showrooming as going to the store is still fun, but there is no reason to go to the in-store checkout, online is more convenient.

The competition is getting tough whereas marginality of the business drops: to create a better experience than the competitor is a main task.

• Synqera solution emulates online shopping in the offline retail store by using physical triggers to drive engagement via personalized & interactive in-store communications. The developed software platform, tailored to each retailer, creates this experience by matching customer profiles, the environment and offline sentiment analysis in real-time

Key Synqera technologies that bring the online shopping experience to the offline store

Situational analysis: Synqera analyzes the current physical environment and activity in which the shopper is located.

Online Equivalent - This is the offline version of tracking a customer's click and view activity in an online store.

Offline Sentiment Analysis: Synqerauses visual recognition technology to analyze a shopper's mood and physical responses to viewed content. Online Equivalent - This is the offline version of online sentiment analysis in social media.

Big Data and Real-Time Analysis: Synqera then combines big data (all historical data) with what is happening at that moment (offline sentiment and situational analysis) to offer personalized in-store communication.

Online Equivalent— The result is the in-store experience of having an online retailer personally welcome a customer and provide personal offers.

We refer to our core technology as Synqera's Scenario Generation Engine (SGE).

Competitive Advantage 1. Expertise: We understand consumers' habits, we understand how they are changing, and how business can successfully implement innovative marketing technology.

• Consumers have more options than ever, and are connected— mobility leading to showrooming and reduced brand loyalty.

2. Big Data: Our Scenario Generation Engine converts big data into rich, interactive media that creates a customized end-user experience tailored to match each customer's buying process. That provides hyper-personalized communications, and ultimately, sells more products.

· This is about using new technologies to deliver more effective personalized communications .

3. Real-Time Measurement: Our software captures the customer's reaction to their personalized media content through physical analytics, such as a smile by face- recognition or a touch of the screen, meaning response is monitored on the spot.

• Businesses can evaluate response and determine best content for that customer, or for future customers.

o The system is self-developing and optimises the content automaticalyl .

^■ The result of such optimisation is implemented in the generated scenarios. • They can also track consumer reaction by monitoring revenue generation and customer loyalty.

4. Creating a New Marketing Channel with the Customer: We are contributing to a more resilient business by helping them connect to customer on a personal level.

• Create a customer communications channel at the most critical point— during the in- store experience that is most likely to incentivi^e their decision to make return visits.

• Synqera is now the onyl connected channel that covers all in-store customers.

· Bring gamification to the ongoing in-store/ checkout retail experience (as opposed to just using it to get them to the door).

The Synqera Vision ...

We believe out technology can transform the marketing industry at large. We aim for every business— retail, restaurant, hotel, etc.— to utilize Synqera's software to communicate on a personal level with its customers.

• We are first building relevance and renlience for retailers, but the model can be applied to various industries.

o Simplate

o Synqera Loyalty Generator

TRENDS

Shift in the customer relationship ... today's shopper is a more sophisticated, informed consumer. Consumers research before buying and want to ensure they are getting the best option. Synqera looks at each individual customer to create content that resonates with him/her, reward him/her and build loyalty.

Connected ... Customers are connected 24/7 these days which makes shopping and comparison-shopping easy. We want to get them back in the store, and making purchase decisions that speak to them Consumers are going online while in-store, looking for the best deal or ordering for delivery. We want to take back the brick and mortar customer, making it fun and engaging for him/her to make purchases in-store, and keep them coming back. Customers want personalized messages and rewards. Consumers want more for their money so incentives like coupons, loyalty and rewards keep them coming back. Synqera knows this and provides solutions to get them back into stores.

One implementation of the invention is called Simplate - a dedicated NFC- based customer terminal.

Simplate brings the personalized online checkout experience to the physical retail store checkout experience. In doing so, it solves to critical problems for retailers.

First, it helps kill showrooming by giving consumers an incentive to checkout at the store instead of on their mobile phones.

Second, similar to how personalized deals are offered at checkout in online stores based on an analysis of the shopper at that moment, Synqera allows physical stores to also provide personalized offers based an analysis of the shopper at that moment.

For businesses and retailers, there is an opportunity to turn time spent at checkout into additional purchases, store visits and brand loyalty by intelligendy engaging customers with hyper-personalized loyalty deals, interactive games and incentives.

• Idle time at checkout is a huge retail opportunity - It is estimated that each consumer spend a minimum of 40-seconds idle time at the point of payment (unofficial message: far more time than you have with an online checkout experience). This idle time is now an opportunity to do the following:

o Personalized communications to build customer loyalty

o Purchases of a higher value can be encouraged, compared to the low- priced products strategically placed around the cash register. Integrate loyalty programs into the personalized experience thereby providing far more effective engagement than what is found in today's online experience.

Studies show that $4 billion is spent on impulse buys in-store, and impulse buys often happen at checkout. Part of what moves people online are the convenient, personalized offers that become impulse buys— Simplate now brings that same experience to the physical checkout.

Simplate is an interactive, in-store customer display that, for the first time, analyzes the shopper's in-store activity and profile to create real-time, personalized communications and offers at checkout.

It uses big data to develop real-time business-to-consumer media communications, providing customer intelligence for on-the-spot marketing.

• Simplate utilizes customer preferences, behavior, demographics and purchasing information in real-time to maximize each unique customer's value.

• Simplate allows retailers to offer relevant incentives at the checkout displays that will support their efforts to upsell and cross-sell products, while building customer loyalty and promote services.

o This allows retailers to better understand their customer and increase revenue— this includes personalized coupons and other retail-engagement materials that are available only via information gleaned and delivered at the point-of-sale.

o The functionality of Simplate's solution is expansive— the in-store t echnology gathers, collects and understand customer-specific insights, virtual goods and branded advertisements, among others features and functionality.

Simplate utilizes Synqera's Scenario Generation Engine, which combines user profile and current situation data to create personalized communications. Key features include:

• Rich Media Display: intuitive and interactive multimedia engine creates a customized end user experience tailored to the individual buying process on an eight-inch touchscreen customer display. • Big Data Analysis: customer and regional-specific preferences and insights — gender, age, weather conditions, local events and purchase preferences, to name a few - are triggered for each consumer and used to create a scenario, which prompts the system to display appropriate messages on the interactive screen for the customer to engage. Real-time reporting is also integrated into the system.

• Real-Time Analysis: captures physical information, through facial recognition or a touch of the screen, enabling the software platform to analyze the end-user response automatically. This, in turn, provides feedback for enriching and optimizing existing media content.

• Interactive Tools: Near Field Communication (NFC) module, magistrate- reader, touchscreen, camera and microphone makes the system easy-to-use and allows for business-driven messages to be highlighted as appropriate to the customer.

• Offer online products in-store: provides online businesses with the opportunity to connect with consumers offline through online services and receive data in real-time buying experiences.

• Gamification: a short game or survey enables brands to promote deals to the customer in order to upsell, cross-sell or advertise relevant products and services, as well as reward them for loyalty.

The self-managed Simplate can be integrated with back-end and front-end infrastructures, such as CRM, ERP and POS systems, allowing it to provide offers based on the customer profiles and purchases, as well as store inventory, promotional offer or loyalty program offers, to name a few. It can also be utilized as a standalone device.

Another implementation of the invention is called Synqera Loyalty Deals Generator

Synqera's Loyalty Deals Generator, generates customized shopping lists, deals and store maps based on a shopper's loyalty membership profile. This allows retailers to use customer intelligence to engage customers at the moment of entrance by providing personalized communications that drive the shopping experience.

• Synqera Loyalty Printer utilizes customer preferences, age, location, gender and purchasing information and combines them with situational data such as day/ time.

Create Personalized Offers and Brand Promotions

As soon as customers check-in at the store entrance, via the swipe of a card or tap of an NFC-enabled smartphone, retailers can offer personalized incentives such product discounts, third party promotions and suggested items for purchase to drive upselling and cross-selling. This builds customer loyalty and promotes in-store services.

• Suggested purchase items, based on past purchase decisions.

• A promotional coupon, personalized to a customer's buying preferences. · Personalized shopping lists, based on specific recipes highlighted.

Create Personalized Store Maps

The Synqera Loyalty Generator can also create customized store maps based on shopping lists, recipes, profile information and situational data. This allows retailers to create personalized aisle flow based on their store layout.

Brand Promotions

Retailers can now offer brands a more targeted, real-time approach to special in-store offers vial the follows:

- Real-time, in-store targeted couponing at entrance instead of checkout

(important for the non-coupon clipper).

Brand discounts vs. competitor brand

Targeted recipe and meal suggested using brand products

Branded shopping lists based on profile and real-time situation data - Brand promotion on maps Synqera's Scenario Generation Engine utilizes software which works in real time building communication scenario based on the external and internal triggers, flexible in time and visualized content. This works in real-time, building communication scenario based on the external and internal triggers, flexible in time and visualized content convert big data in to contextual personalized, colorful content for each consumer's unique order, shopping tendencies and loyalty participation. Key features include:

• Personalized Media Display: intuitive and interactive to create an end-user customized experience tailored to the individual buying process.

• Real-Time Intelligence: captures information on customers through loyalty card programs, NFC-enabled mobile phone or by check-in with online account, enabling the software platform to analyze the customer purchase decisions and preferences.

· Interactive Tools: Near Field Communication (NFC) module, magstripe- reader and touchscreen makes the system easy-to-use and allows for business-driven messages to be highlighted as appropriate to the customer.

The Key Challenges Of Global Retail Environment

The in-store shopping experience becomes less compelling: onlineand mobile trends are shaping consumers values & mindsets:

• Targeted, real-time communications and product offering online turns to be a benchmark. The competition is getting tough whereas marginality of the business drops: to create a better experience than the competitor is a main task.

• Synqera solution emulates online shopping in the offline retail store by using physical triggers to drive engagement via personalized & interactive in-store communications.

• The developed software platform, tailored to each retailer, creates this experience by matching customer profiles, the environment and offline sentiment analysis in real-time. There Is A Special Toolset Synqera Solution Operates With: Simplate Visualization Engine:

• Multi-threaded 3d engine.

• Game-oriented tools.

• Multiple platforms support.

• Specialized toolset for business applications.

Synqera Scenario Engine

• Real-time and continuous scenario generation.

• Dependencies on different external and internal events.

• Concept of self-controlled media (real-time analytics).

· Auction of cases.

• Ability to update scenario in background.

Figure 21 is a schematic showing user interaction scenario generation in real-time.

Behind The Solution Lays Data Analysis

Combines Big Data and Real-Time Analysis to offer personalized in-store communications. Situational Analysis:

• Analyzes the current physical environment and activity in which the shopper is located.

Offline Sentiment Analysis:

· Uses visual recognition technology to analyze a shopper's mood and physical responses to viewed content.

Big Data Analysis: • Enriches existing Big Data and customer profile with collected data to identify and visualize the best relevant communication and offers.

How we do it:

· Depersonalized data. Usage of data without personal information.

• Probabilstic data analysis. Clustering, classification, inversion, novelty detection.

• Case auction. Every message has pre-defined KPIs, targets and profitability estimation.

· Statistics calculation. System usage and probable effectiveness of the system in stand by.

Software Platform Can Be Integrated With Multiple Hardware Devices In Various Business Areas

Web BackOffice Allows Full Management In Real Time

• Devices management

• Content management

• Statistics

Truly Multichannel Approach In Marketing Campaigns

Synqera solution allows to combine in-store, mobile and online keeping personal tone of voice and messaging relevance through all the channels. · Welcome and personalized offers at the store entrance.

• Tracking of the customer in the store with smartphone¹ MAC-address.

• Stream of the targeted messages to the customer smartphone.

• Relevant communications on the in-store digital signage screens. · Close of the purchase and customer smile at the checkout.

Figure 23 is a schematic of the overall Synqera solution. Synqera Loyalty Generator - Figure 22

An in-store hardware-software solution for boosting loyalty and customer service.

Offers to consumers personalized loyalty deals and relevant information based on customer profile, preferences and purchase history data.

Provides retailers with a convenient tool to promote goods and services, as well as build loyalty.

Loyalty And Promotion At The Store Entrance

Store Maps - Figure 28

• Print "store map" with guidance on the placement of the goods out of the shopping list. Shopping List - Figure 27

• Print personalized shopping list based on customer purchase history, preferences (data of loyalty card) and external events - such as day of the week or weather conditions. Recipes - Figure 29

• Print of the recipe from the customized online catalogue or customer¹ online account/NFC-enabled smartphone. Together with recipe the customer also gets relevant shopping list, linked discounts and guide on the product placement.

Coupons - Figure 25

• According to the particular interaction scenario the system can make suggestions and print a coupon relevant to the customer. Special Offers - Figure 24

• Print a list of special offers based on customer shopping history/ preferences sourced from a loyalty card. Announcements - Figure 26

• Print shop announcements at the end of each receipt.

40 SECONDS is minimum time spent by a customer at the cash desk

+ 2.8 SECONDS for each extra item purchased.

We don't know how to decrease it, but we know how to use it.

Last Impression Is Crucial

Payment is a unique moment of interaction with the customer.

• The moment of payment is inevitable.

• Customer attention is not utilized.

• The checkout is a filter measuring consumer's purchasing power.

· The customer's shopping basket is right here.

Simplate - the interactive customer terminal with powerful multimedia capabilities created to attract and utilize customer attention at the checkoutFigure 30 For Every Business, Simplate Creates Its Own Story

By attracting customer attention with useful information,Simplate facilitates business development.

Each interface supports the customer with the relevantpurchase information.

• Details and the total amount of the check. Figure 31

• Discounts for the items in the check.

• loyalty points.

• Store-related information.

· Customer feedback - Figure 32

Figure 33 is a schematic showing an integration example - cash deck of a mobile phone retailer. There is an exciting opportunity to bring and effectively use customised new media tools in the real world. · Targeted ads.

• Context offers.

• Interactive interfaces.

• Multimedia applications.

• Integrated social media.

Simplate = Average Check Increase Figure 34

If you know what is in the shopping basket, you can easily determine what else can be added.

• Additional items at the cash desk or after the check out line.

• Coupons for delayed purchase in the same store or on-line store shopping.

• After-sale and extra services (i.e. warranty).

• Cross-sale of the store-related services (i.e. parking or coffee in the cafe next to the cash line).

• Virtual goods (i.e. cinema ticket).

Moreover, stimulation of impulse purchase also leads to the average check increase. Simplate = feedback Figure 35

Simplate allows immediate generation and distribution of customer feedback campaigns. The feedback collected is analysed, the statistics are available for the system user. · Feedback on customer service and staff assistance.

• Store assortment.

• New products and services. Simplate = Loyalty

We would like the customer to treat Simplate as a friend at the checkout. Simplate tells how many bonuses the customer has, how to get more and what is the best way to spend them.

• Recruitment of new customers to the loyalty program.

• Special targeted offers for loyalty program participants.

Simplate = Partnership Figure 36

Simplate is a perfect spot for rolling out various partnership programs, like a partnership between a retailer and a bank or payment system. Simplate easily recognizes a type of card and a bank of issue. After the customer taps the card, Simplate tells him 'thank you' on behalf of the bank or the payment system, or suggests a relevant banking product.

• Consumer credits.

• Loyalty programs of payment systems.

· E-commerce.

• Couponing.

• Credit cards of the partnering banks.

Simplate = Advertising Figures37 and 38

Simplate is a new advertising space with precise targeting and flexible conditions of communication placement. It allows to manage advertising in terms of placement period, touch points or even quantity of the visitors' smiles collected...

• Truly targeted advertisement.

· Detailed tracking of the effectiveness of the communication.

• Post-campaign optimization.

• Interactive involvement of the customer.

• Application of the latest digital marketing tools. • Possibility to generate advertising content automatically, based on the solution toolkit.

Simplate = Entertainment Figure 39

• We strive to make the checkout process easy and pleasant.

• We want customer to have fun even when he doesn't expect it.

• Simplate delivers content which competes with content from the entertainment industry: gamification, design of high quality, mobile applications and many more.

We aim to the various retail businesses from consumer electronics to groceries, but start with fast-food and franchising. In the future we foresee the implementation of Synqera technology:

• In the service industry(e.g. transport and entertainment).

• Public offices(e.g. governmental offices and retail banks).

• Outdoor public spots(e.g. advertising at bus stops and airports)

SIMPLATE hardware and user scenarios

The global goal of this invention is to provide a customer terminal with an improved interaction process at the point of interaction between the customer terminal and the customer.

The main trends or drivers for improved point of sale or point of service (POS) products are:

· Adoption of contactless cards in payments, loyally and identification fields

• Loyalty programs complexity

• Bad user experience at existing points of sales (mcluding feedback gathering complexity)

• Growing demand for context-based offers (coupons, credit, additional services)

It is difficult to design a customer terminal that satisfies all of these trends. That difficulty is increased because interfacing with banking and payment IT infrastructure can be complex, making dedicated customer terminals costly and time consuming to develop, test and roll-out in large numbers.

This invention satisfies the above trends and drivers and also removes much of the complexity in designing a customer terminal that can interface with banking and payment IT infrastructures. The principal difference between existing customer terminals and this invention is that this invention combines in one device a powerful media tablet PC module with a NFC module (contactless reader/ writer) that is certified for payments and other secure operations. A perspective view of an implementation of the invention is shown in Figure 1. The invention can also be implemented in conventional

Other features in implementations of the invention are the following:

• User-friendly 3D interface Powerful HW and 3D engine gives us opportunity to realize a highly rich and absorbing experience, even in short interactions on a big screen (long interactions are not suitable for retail because they will cause a long queue).

• Designed to interact with customers

As opposed to existing customer terminals, this invention is designed not only to be functional, but to provide a positive user experience. Strong materials (strong plastic or aluminium) with special coating, special hard glass (6H hardness) and ability for professional fastening proves its readiness for usage under a heavy load at points of interaction with customers.

· "One tap" experience support

Ability to read/write multiple cards provided by users smart device (NFC-enabled mobile phone) or to establish P2P connection with it during one simple tap or other movement.

• Microphone

Voice feedback and voice UI control.

• High quality sound

Loud speakers with sound-surround capabilities.

• Touch screen

Getting feedback from the user and use as a self-service terminal.

· Front camera

Face detection (to understand if somebody stands in front of the device) and face recognition (gender and age recognition) for targeted advertisements and ability to realize "WOW-scenarios". Also it provides ability to realize gesture-based interactions.

• Network connectivity

Live content, easy integration with loyalty programs and ability to use as a stand-alone device for payments, authentication, self-service, loyalty and etc.

• HDMI output

Ability to control external big screen. The first model (external views are shown in Figure 1— 5) in accordance with this invention is designed to replace common in Russia plastic plates on cashier desk (cashiers usually put change on this plate). It is called SIMPLATE™. Hardware Architecture for device called SIMPLATE™

Intel Atom 1,5 GHz□ Dual core (Oak Trail); INTEL GMA 600 (openGL ES 2.0); 8" XGA MultiTouch; HDMI 1080p (Full HD); Virtual surround sound; 1Gb GDDR2 RAM; 16Gb SATA 2 SSD drive; 2.0Mega pixel camera

Hardware level

In Figure 6, you can see the data flows and the main part of the SIMPLATE device. On the hardware layer, Simplate is two absolutely separated devices in one case. First one is a tablet module on the Intel Oak Trail platform with Linux OS. Second one is a NFC reader module with a proprietary OS onboard. They are connected to each other using a COM port.

On Figure 6, you can see hardware interfaces or devices being connected to specific services. All services are connected to the Core Engine (see below). All these connections are based on a Messaging System.

Tablet module software

The main application runs on the tablet module and can be divided to Core Engine and Services.

Core engine - provides the main scenario logic of application and controls interaction with all other modules.

Services — Set of modules. Core engine interacts with them to exchange data. Services could be local (part of software on current device) or remote (accessible by the network).

All data exchange between Core Engine and services is based on the Messaging System. It makes absolutely transparent the transport layer. This solution allows us to make a distributed system without any penalty in architecture and design. The Messaging System could be configured to use the optimal transport depending on placement of service. For example: if the service is on the same device, than the Messaging System could use an IPC (Inter Process Communication) mechanism to exchange data. For remote service, a network connection will be used. This solution allows us to build extensible, distributed systems with any numbers of services modules. And, adding new module will have no impact to the others (in common). This flexibility is achieved by the strongly specified service contract (type of messages it could send and receive). When the service is starting, it registers in Messaging System and send it the contract. After that, the Messaging System knows what kind of messages this service can process. list of possible services in our system:

• NFC reader

· UI

• Face recognition service

• Bank terminal

• Cash register

• HDMI Playback

· Advertising

• Coupons

• Loyalty

• PIN PAD

• Receipt printer

· Business intelligence (context offers and etc.)

• Credit offers

• Statistic

• Remote device control

• It also becomes feasible to innovate new services and easily add the appropriate services module to the customer terminal

Core engine

Contains:

• Blocks, each with an atomic part of the scenario (like payment transaction by using Bank Terminal, getting position from Cash Register, etc) • Main module, provides ability to build scenarios from the atomic blocks by using DSL (Domain Specific Language) to describe the blocks and connections. This description is a separate file, being loaded at runtime. This means that to change the main scenario, we need only change this file with the scenario description. All other parts of the code will stay untouchable.

System administration Direct access to the device.

Secure access to the device is based on the PKI solution.

In common, the main application is running on the device. All peripheral devices (like ^' keyboard, mouse, USB flash) are disabled.

To access the OS and application management we use special USB flash. This flash contains necessary scripts and data to configure/update system. All data should be signed by the private key.

When the flash is plugged in to device, the system verifies the signature on the USB storage and if all is ok then data on the flash starts to be accessible to the OS, and the system runs a special script from the USB flash. This script could have different functionality based on the current needs. Basic scenarios are:

• Run ad^nin console and enable input devices

• Make some updates (OS or SW or media data or configuration files) in automatic mode. User just plugs flash in to the device and waits for the end of the process.

• Full system reload. Also automatic mode.

When the USB flash is unplugged, all input devices are disabled.

Remote control

All devices are connected to the cloud service. This service allows control of the states of devices, problems, to configure and update them.

Also, this service provides WEB interfaces to manage SW on the devices, get some statistic information and configure services on devices. Devices could be managed one- by-one or by group. NFC reader usage

There are two main scenarios with the NFC reader:

First one is for payment by debit or credit card with NFC interface -see Figure 7. In this case our device is playing two roles for the bank terminal: simple NFC Reader and Cash Machine. The ideal scenario for this case is:

• Cashier sends the total amount to the Simplate customer terminal and commands to start payment transaction.

• Core Engine receives this information, process it and sends this command to the bank terminal.

· Bank terminal sets connection to the Simplate customer terminal as NFC Reader and starts to operate it. After that, all data between the Bank terminal and the NFC reader goes through the secure channels. Core Engine and all participating services are used as proxy for it. In other words, it looks like a direct connection between the NFC reader and the Bank terminal.

· Result of transaction is reported by the bank terminal to the Core Engine.

In case of using Simplate as a bank terminalthe scenarios are still the same, excepting access to the remote bank terminal. All this action will be implemented into NFC Reader. Core Engine just sends request for payment and starts to wait for the transaction result.

Second scenario uses NFC Reader to get (put) some information from (to) NFC device. It could be Loyalty card, Fuel card or mobile phone with some NFC application - see Figure 8.

The most common scenario is when the user taps the NFC device at any time.

• NFC Reader reads all data from the card and sends it to the Core Engine.

• Core Engine processes this data and sends necessary information to the different services (depending on the data being received from NFC device). Part of these services could be local and other parts remote. For example: Loyalty information can be sent to a remote Loyalty processing server by the Loyalty service, and some specific user information can be processed inside the Simplate. Both scenarios can have multiple steps (there can be multiple sequences of card access and data exchange with the tablet module).

User scenarios Payments

Payment with banking terminal usage (bank cards)

During payment with external banks' customer terminal usage (connected by USB to the device), the interactive customer terminal acts as a contactiess reader for bank cards (e.g. MasterCard™ PayPass™ and Visa Pay Wave™) with the ability to stimulate the user to use contactiess cards/NFC-enabled mobile phones and to show the total amount to be paid.

Common scenario— Figure 9:

1. Banking customer terminal provides payment amount to the SIMPLATE interactive customer terminal (through USB connection)

2. Interactive customer terminal displays payment amount (received from Smart logic module internally) and stimulates user to use contactiess card/NFC-enabled mobile phone

3. User taps contactiess card or NFC-enabled mobile phone against the SIMPLATE interactive customer terminal to pay

4. NFC module in the SIMPLATE customer terminal reads information from a suitable payment card, encodes it and send it to Smart logic module in the SIMPLATE customer terminal

5. Smart logic module in the SIMPLATE customer terminal recognizes payment transaction, passes information transparently to the banking customer terminal (through USB connection) and updates information on the screen of the SIMPLATE customer terminal

6. Banking customer terminal authorises payment through card payment system and sends the transaction result to the SIMPLATE customer terminal (through USB connection)

7. SIMPLATE customer terminal updates information on its screen according to the transaction result Payments without banking terminal

Payments without a banking terminal omit using any open loop bank payment systems (Visa™, MasterCard™, American Express™ or any other). The user operates with its NFC-enabled mobile phone or contacdess cards for account identification for online transactions or (in case money is stored directly on the card/mobile phone) for offline transactions. In case of online transactions, they are processed using a direct connection with a processing center (MNO, closed loop payment system, internet payment system and etc.) through LAN, WLAN or 3G connectivity.

Common scenario— Figure 10:

1. Input device (i.e. cash register, ATM) provides payment amount to Interactive customer terminal (through USB connection)

2. Interactive customer terminal displays the payment amount (received from Smart logic module internally) and stimulates the user to use contactless card/NFC- enabled mobile phone

3. User taps contactless card or NFC-enabled mobile phone to pay

4. NFC module reads information from a suitable payment card, encodes it and sends it to Smart logic module

5. Smart logic module recognizes payment transaction, passes information transparently to a Processing center and updates information on the screen according to the transaction result

6. Interactive customer terminal updates information on the screen according to the transaction result

Loyalty

Coupons - Figure 11

Coupons can be used as tools for promotion or rewards, and can be exchanged for financial discounts or rebates when purchasing products or services, any reduced cost (i.e. packaging) or free shipping. Coupon achieving (i.e. earning) is processed during payment procedures. The interactive customer terminal sends the coupon to the user's contacdess cards or NFC- enabled mobile phones for further usage.

Coupon redemption is implemented through the interactive customer terminal when the user is tapping with a coupon-carrier.

Common scenario of coupon achieving:

1. Couponing center provides information about available coupons to achieve or actions with coupons to Interactive customer terminal

2. Interactive customer terminal displays information (data received from Smart logic module internally) and stimulates the user to use contacdess card/NFC-enabled mobile phone

3. User taps contactiess card or NFC-enabled mobile phone to save suggested coupon

4. NFC module reads information from user's coupon-carriers, transfers coupon to it and sends transaction information to Smart logic module

5. Smart logic module recognizes transaction, passes information to Couponing center and updates information on the screen

Common scenario of coupon redemption:

1. Couponing center provides information about payments to Interactive customer terminal

2. Interactive customer terminal displays information (data received from Smart logic module internally) and stimulates user to use contacdess card/NFC-enabled mobile phone

3. User taps contactiess card or NFC-enabled mobile phone to introduce coupon

4. NFC module reads information from user's coupon-carriers, receive coupon and send transaction information to Smart logic module

6. Interactive customer terminal updates information on the screen according to transaction result Discount cards— Figure 12

The customer terminal can be used as a reader for contactiess discount cards. The amount of discount (both percent and total amount) can be displayed. In case the user has different discount cards, smart logic for suitable card recognition and optimal card combination can be implemented.

Common scenario:

1. Processing center provides information about payments to the Interactive customer terminal

2. Interactive customer terminal displays information on NFC module (data received from Smart logic module internally) and stimulates user to use contactiess card/NFC-enabled mobile phone

3. User taps contactiess card or NFC-enabled mobile phone to introduce discount card

4. Interactive customer terminal reads information from user's discount card, recognizes transaction, and sends it to Processing center

5. Interactive customer terminal updates information on the screen according to the transaction result

Other loyalty programs - Figure 13

Other loyalty programs include various promotions, possible accumulative discounts, ability to use any available bonus. The current state of the user's involvement in the loyalty program (the amount of newly arrived/accumulated/ready to be used bonus in percentage or in money terms) is shown on the interactive customer terminal.

Common scenario:

1. Input device provides information about payments to Interactive customer terminal 2. Interactive customer terminal displays information (data received from Smart logic module internally) and stimulates the user to use contactless card/NFC-enabled mobile phone

3. User taps contacdess card or NFC-enabled mobile phone to introduce loyalty card

4. NFC module reads information from user's loyalty card and send transaction information to Smart logic module

5. Smart logic module recognizes transaction, passes information to Processing center

6. Processing center makes calculations on user's status of participation and transfer result to Smart logic module

7. Interactive customer terminal updates information on the screen according to transaction result

8. User makes transaction with loyalty card

9. NFC module reads user's decision and send information to Smart logic module

10. Smart logic module recognizes transaction, passes information to Processing center and updates information on the screen

11. Interactive customer terminal updates information on the screen according to transaction result

Feedback - Figure 14

After payments or any other form of interactive customer terminal usage a person can give feedback by communicating with the device (i.e. the customer terminal). The touch-screen provides the opportunity to interact direcdy by touching the display and giving commands as well as by reading the information and accepting/denying it. The feedback process can be done also through voice communication.

Common scenario:

1. Processing center provides feedback blank to Interactive customer terminal 2. Interactive customer terminal displays feedback interface on NFC module (data received from Smart logic module internally) and stimulates user to interact

3. User interacts with device to leave feedback

4. NFC module reads information from user's interaction and sends results to Smart logic module 5. Smart logic module recognizes received data, passes information to Processing center and updates information on the screen

Advertisements— Figure 15

Commercials, advertisement pop-ups or any other kind of audio-visual advertisement can be shown on the customer terminal at different steps of interaction with the customer: before direct interaction with customer terminal, during interaction and thereupon. Advertising can be displayed as background mode if users are changing (i.e. one has finished payments, another is on the way to the cash desk) or one is away at present. Advertisement content can be presented on the display (i.e. in the corner or transparendy overlapping) while the user is interacting with the device. When payments are over advertisements can be displayed and catch the user's attention. The content can be customized due to users' gender and age recognition through face recognition by video capturing. Advanced targeting advertisements are available as users' details are known from cards' owners' information as well as payment details (i.e. bill amount, cards' type). Common scenario:

1. Processing center provides advertising content to Interactive customer terminal

2. Interactive customer terminal displays advertisement on NFC module (data received from Smart logic module internally)

3. User receives information from Interactive customer terminal

Context-based information and offers - Figure 16

Analyzing a user's basket (products, services, total amount and etc.), camera input (gender and age face recognition), loyalty account, seasonal data (i.e. oncoming holidays, time of purchase), type of card (i.e. ordinary/ silver/gold/ VIP) and other corresponding to the terminal information, it is possible to implement various algorithms for targeted advertisements, financial services (i.e. credit offerings), new loyalty program participation and etc. Common scenario of credit offering:

1. Input device provides payment amount to Interactive customer terminal (through USB connection)

2. Interactive customer terminal displays payment amount and stimulates the user to use contactless card/NFC-enabled mobile phone

3. User taps contactless card or NFC-enabled mobile phone to pay (or use loyalty program cards)

4. - Interactive customer terminal reads information, passes it to Processing center and updates information on the screen

5. Processing center proceeds information and sends suitable offerings for user back to Interactive customer terminal

6. Interactive customer terminal updates information on the screen

7. User receives new information and interacts with customer terminal

8. Interactive customer terminal reads user's decision, sends information to Processing center and updates information on the screen

Basket - Figure 17

Besides total cost the user can monitor what was purchased, each product price and other information. Based on a chosen product list, different suggestions can be displayed (i.e. complementary goods).

Common scenario:

1. Input device provides product information to Interactive customer terminal (through USB connection)

2. Interactive customer terminal displays product information

3. User interacts with customer terminal and checks product information and related data

4. Processing center provides user suggestion to Interactive customer terminal Self-service - Figure 18

Self-service implies the user working with an account or any other service by oneself, for example after authorization using contactless card/NFC-enabled mobile phone . The device can stand off from the cash desk for editing user account information, as well as for implementing different procedures (i.e. checking balance and other card statuses, transferring card's content, monitoring available offers and promotions). Common scenario:

1. User taps contactless card or NFC-enabled mobile phone to interact with the customer terminal device

2. NFC module reads information from user's card/mobile phone and sends results to Smart logic module

3. Device sends request to Processing center and receives user's information in return

4. User interacts to perform any operations with information using GUI or voice recognition

Complex scenarios examples

Retail example— Figure 19

Interactive customer terminal processes pre-operation advertisements, payments, context-based information (products checking and credit offerings), and loyalty program (future bonuses accumulation).

Advertising

2. Interactive customer terminal displays advertisement

3. User receives information from Interactive customer terminal

Basket

4. Input device provides product information to Interactive customer terminal (through USB connection)

5. Interactive customer terminal displays product information

6. User interacts with customer terminal and checks product information and related data

7. Processing center provides user suggestion to Interactive customer terminal Loyalty 8. User taps contactless card or NFC-enabled mobile phone to use loyalty- program cards

9. NFC module reads information from user's loyalty card and send transaction information to Smart logic module

10. Smart logic module recognizes transaction, passes information to Processing center

11. Processing center makes calculations on user's status of participation and transfer result to Smart logic module

12. Interactive customer terminal updates information on the screen according to transaction result

Credit offering

13. Processing center processes information on user's status and sends suitable offerings for the user back to Interactive customer terminal

14. Interactive customer terminal updates information on the screen

15. User receives new information and interacts with customer terminal

16. Interactive customer terminal reads user's decision on offerings, sends information to Processing center and updates information on the screen

17. User interacts with customer terminal and make decisions on loyalty bonus suggestions

Payments

18. Processing center sends updated information to Input device

19. Input device provides payment amount to Interactive customer terminal (through USB connection)

20. Interactive customer terminal displays payment amount

21. User taps contactless card or NFC-enabled mobile phone to pay

22. NFC module reads information from a suitable payment card, encodes it and send it to Smart logic module

23. Smart logic module recognizes payment transaction, passes information transparendy to Processing center and updates information on the screen

24. Processing center proceeds payment through cards payment system and send transaction result to Interactive customer terminal

25. Interactive customer terminal updates information on the screen according to transaction result Petroleum station example - Figure 20

Interactive customer terminal processes pre-operation advertisements, payments, context-based information (products checking), and loyalty program (bonuses redemption).

Advertising

2. Interactive customer terminal displays advertisement

3. User receives information from Interactive customer terminal

Basket

5. Interactive customer terminal displays product information

7. Input device provides payment amount to Interactive customer terminal (through USB connection)

8. Interactive customer terminal displays payment amount

Loyalty

9. User taps contacdess card or NFC-enabled mobile phone to introduce loyalty cards

10. NFC module reads information from user's loyalty card and sends transaction information to Smart logic module

11. Smart logic module recognizes transaction, passes information to Processing center

12. Processing center makes calculations on user's status of participation and transfer result to Smart logic module

13. Interactive customer terminal updates information on the screen according to transaction result

14. User receives information on bonus redemption

Payments

15. Processing center sends updated information to Input device 16. Input device provides updated payment amount to Interactive customer terminal (through USB connection)

17. Interactive customer terminal displays payment amount

18. User taps contactless card or NFC-enabled mobile phone to pay

19. NFC module reads information from a suitable payment card, encodes it and send it to Smart logic module

20. Smart logic module recognizes payment transaction, passes information transparently to Processing center and updates information on the screen

21. Processing center proceeds payment through cards payment system and sends transaction result to Interactive customer terminal

22. Interactive customer terminal updates information on the screen according to the transaction result

Other Features

"Bingo" promotion (description)

Aims of 'Bingo" ad promo:

• Customer travel in sales area optimization

• Average bill increase

· Storage optimization

• Flexible remainders management

Description:

To participate in this promotion, a customer has to buy a specified set of products. Products are placed in a particular way in the sales area. Products for promotion are mentioned in the hand-outs, along with the route of the customer's travel through the sales area (e.g. which aisles to walk down). So the customer is given the "right" route, which differs from the one the customer had in mind before going shopping. Due to this route shift, there is a higher probability that the customer sees products from the 'Bingo" promotion and products from their to-buy-list, and will also purchase products that catch their eye on the new route on shelves that they were not supposed to pass by before. Therefore, the customer average bill is increased, and customer travel route in the sales area is optimized and changed. If the customer in POS-area presents the full list of "Bingo" products, they will be discounted or the customer will be gifted. 'Bingo" sets include complementary products as well as products from different categories.

A software server it is able to manage flexibly the given promotion in the following processes:

• To determine product list for "Bingo" set (using analytical tools);

• To control advertising hand-outs;

• To analyze campaigns effectiveness.

Appendix 1

Specification case auction on Simplate This specification describes the logic of case selection from a variety of cases on Simplate. Purposes of the document:

1. describe the algorithm which selects most appropriate cases and makes a queue of them

Calculation on Simplate

After start new user story on Simplate all cases have a weight is profit of case.

When Simplate take a event start recalculation for all cases in queue: multiply current weight to probability event occurred from probability matrix

After recalculation sorting cases queue by weight and remove all zero weight cases from queue for showing.

Show case

When Simplate must show case Simplate election case with biggest non zero weight. After showing case remove from auction for current user story. Specify target group by BackOffice

When target group for case specify in BackOffice case settings set the probability to 0 for all not selected target group. Probability for selected target group not changed.

Example

For BigKore calculate follow probability matrix for few cases:

. l 't.<ii ip.UW(-,'. ^■·.. :^■' j

1 Woman 0.7

1 Product 11 0.5

2 Man 0.5

2 Woman 0.4

2 Product 11 0.6

3 Man 0.3

3 Woman 0.7

On BackOffice setup follow the target group and profit for cases:

After apply the BigKore probability matrix and BackOffice target group setting receive the follow probability matrix for send to Simplate:

When user story start Simplate have follow cases queue for showing:

When the recognize system fetch sex and age of customer (Man, 32 age) Simplate recalculates cases queue for showing:

Appendix 2 Goal

Effectivity aims to measure effect of Administrator restrictions imposed on Cases TargetGroups. This paper give some insight on effectivity workflow.

Description

We know what Auction select maximum-profit Case based on set of ProbabilityMatrix and set of Fact. It's important what auction fully specified by set of ProbabilityMatrix. So, we can do the following:

2.Create CensuredAuction based on set of ProbabilityMatrix with Aclministrator restrictions.

3.Create FreeAuction based on set of ProbabilityMatrix without Administrator restrictions.

Level one

Furthermore, we can compare of profits obtained by FreeAuction and CensuredAuction on same UserStories. Their difference clearly indicates effect of Administrator restrictions.

In this level of abstraction over task reduced to: creating and comparing two Auctions.

Level two

Of course, where is a problem: only one Auction can be executed on one UserStory. In practice, we've got CensuredAuction already executed on a UserStory. We want to know what Cases would have been shown and what profits would have been obtained in case of using FreeAuction instead of CensuredAuction.

Here we came to lower level task: predicting profits on passed UserStoried if given Auction was used.

Level three

Know we facing common task of prediction, which is solved by following: UserStory can be converted to several sets of "Base Facts" - sets of facts on which Auction advices were based (in past). By extracting this sets from every UserStory we can apply our FreeAuction to them and get some probabilities and corresponding profits - predicted profits or expected profits. Sure, expected profit have little common with reality in generaLAnd next task is here: how to connect expected profits with reality, in other words: how to connect expected profits and actual proEts.

Level four

This task would be solved using common notion of confidence (http: / / en.wikipedia.org/ wild/ Confidence interval). From every UserStory in history we can (using corresponding version of CensuredAuction) get two values: expected profit - profit predicted by Auction and actual profit - profit that really happens. Collecting that kind of values we can measure their deviation from each other. Finally, by statistical tricks some kind of following fact could be obtained: "in more than 95% of cases predicted profit less than actual profit not more than on 30%". So, with confidence of 95% we can say, what actual profit would not be less than assured profit— 0.3 * expected profit

And final task is: compare assured profits and actual profits through all UserStories and. by every Case separately

Algorithm

Using achievements from the above general algorithm could be formulated.

• Instantiate FreeAuction by computing set of ProbabilityMatrix without Administrator restrictions.

· By set of UserStories from history calculate expected profits for every UserStory.

• Calculate assured profit from every expected profit

• For every Case formulate two values: sum of all actual profits and sum of all assured profits.

· Combine this sums by every Case and by overall.

Claims

1. Aninteracrive in-store customer terminal that is programmed to provide a customer interaction that is specifically and automatically customized to parameters of a specific customer and/or their physical environment and/or their activity and/or other real-time data.

2. A customer terminal as claimed in Claim 1, capable of receiving and analyzing data (from data sources such as a camera, microphone, cloud, contactless reader, connected devices) for any of the following purposes:

(a) payment for goods;

(b) statistical analysis relating to usage of the terminal;

(c) customer authentication and identification;

(d) personalized offers and advertisements;

(e) receiving feedback from a user of the terminal, with feedback being provided by any of voice, gesture, touch screen interaction, facial appearance.

3. A customer terminal as claimed in any preceding Claim including a tablet computer sized touch screen display.

4. A customer terminal as claimed in any preceding Claim in which the display shows a list of items to be bought and/ or that have been bought and the user can scroll up and down that list by touch interaction with the display.

5. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display shows an image or an animated sequence of images that is customized to the sex of the customer.

6. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display shows an image or an animated sequence of images that is customized to other parameters of the customer, such as age, interests, hobbies, location, recent purchase history.

7. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display shows an image that is customized according to the status of the customer in a loyalty program.

8. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display generates a user interaction sequence that is customized to the sex of the customer.

9. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display generates a user interaction sequence that is customized to other parameters of the customer, such as age, interests, hobbies, location, recent purchase history.

10. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display generates a user interaction sequence that is customized according to the history of the customer in a loyalty program.

11. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display generates a user interaction sequence that displays an onscreen icon or message that, if selected by the user, enables the user to pay, fully or pardy, for a purchase using loyalty points.

12. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display generates a user interaction sequence that includes an animation or video of a person, cartoon or animal.

13. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display generates a user interaction sequence that includes an animation or video of a person, cartoon or animal thanking the user once a purchase is completed.

14. A customer terminal as claimed in any preceding Claim in which the terminal is programmed so that the display generates a user interaction sequence that includes an animation or video of a person, cartoon or animal that depends on the loyalty program points earned and/ or the level of the user in the loyalty point scheme

15. A customer terminal as claimed in any preceding Claim in which the terminal is programmed to automatically generate a display of the credit available to a user, based on the user authenticating himself or herself as a member of a loyalty program and the cost of goods the user wishes to purchase.

16. A customer terminal as claimed in any preceding Claim in which the terminal includes a camera.

17. A customer terminal as claimed in Claim 16 in which the terminal is programmed with computer software for any of face recognition, face detection, gesture recognition.

18. A customer terminal as claimed in Claim 17 in which the computer software outputs data that is used to analyse the customer's mood and/ or response to content shown on the terminal.

19. A customer terminal as claimed in any preceding Claim in which the effectiveness (such as customer spend or satisfaction) of different images displayed by the terminal and/or the effectiveness of different user interaction sequences required by the terminal are automatically tracked and measured.

20. A customer terminal as claimed in any preceding Claim in which the different images displayed by the terminal and/or the different user interaction sequences required by the terminal are automatically optimized to increase effectiveness over time.

21. A customer terminal as claimed in any preceding Claim in which the content of the images displayed on the terminal, such as advertisements, offers, promotions, virtual goods, recommendation for items to purchase, offers for after-sales items such as warranties, is optimized for the customer in dependence on the customer's parameters and/or physical environment (including time of day) and/or activity or other red-time data.

22. A customer terminal as claimed in any preceding Claim which provides printed output to a customer based on the customer's profile, preferences and/ or purchase history.

23. A customer terminal as claimed in Claim 22 including a printer.

24. A customer terminal as claimed in Claim 23 that prints one or more of the following on demand for a customer: shopping lists, store maps, receipts, coupons, special offers.

25. A customer terminal as claimed in any preceding claim in which the images displayed by the terminal and/or the user interaction sequence required by the terminal are determined by statistical algorithms of customer parameters, including profiles, behaviours, response rates.

26. A customer terminal as claimed in any preceding claim in which the terminal displays or prints a special offer or coupon for a customer, and the value of that special offer or coupon is automatically increased if the terminal, or an analytics engine the terminal is connected to, determines that the likelihood of the customer shopping is less than a defined threshold, such as a threshold involving time, frequency, value of purchases, type of purchases.

27. A customer terminal as claimed in any preceding Claim in which an offer is sent to the customer via text, email, social network messaging or some other communications platform and the offer can be redeemed by the user interacting with the terminal.

28. A customer terminal as claimed in any preceding Claim in which the terminal forms part of a multi-channel system including customers' smartphones and/or instate signage and welcome systems and/ or network connected servers running data analysis algorithms.

29. A customer terminal as claimed in any preceding Claim and including a processor and a display screen, the processor controlling all images displayed by the terminal and all user interactions sequences required by the terminal.

30. A customer terminal as claimed in any preceding Claim in which all images and/or user interaction sequences are controlled by signals from a remote POS system connected to the terminal, e.g. over a network.

31. A customer terminal as claimed in any preceding Claim in which is placed at or near the entrance to a retail store.

32. A customer terminal as claimed in any preceding Claim in the user interaction is terminated automatically shortly after payment by the customer and after a predefined message is provided to the customer.

33. Computer software programmed onto recordable media in which the software, when running on a terminal, renders the terminal a terminal as claimed in any preceding claim.

34. A system including customer terminals as defined in any preceding claim and one or more network connected servers running data analysis algorithms.