Patents are fascinating entities. When a company patents an idea or technology, it doesn’t necessarily mean it will be integrated into their operations. Sometimes, a patented idea is too complex to implement. In other cases, the idea or technology might not be as valuable in practice as initially thought. Additionally, some companies patent ideas merely to prevent others from using them.
There are numerous motivations behind researching and filing for patents, and they can lead to various outcomes.
It’s crucial to remember this background when reading about any patent, as the conclusions drawn are often educated guesses. Recently, Google was granted a new patent closely related to other patents they have received, being filed shortly after them. It’s highly probable that this one will be implemented, though perhaps not exactly as outlined.
The patent in question is US 2019/0325444A1, titled "Automatic Delivery Of Customer Assistance At A Physical Location." This patent appears to build on previous patents that I’ve discussed before, including:
- Detecting and correcting potential errors in user behavior.
- Guided purchasing via smartphone.
In these earlier patents, Google described systems to monitor user activity and correct potential mistakes, such as missing an event on a calendar or driving to the wrong airport. They then developed this further to offer purchase suggestions, like proposing a new outfit for a wedding noted on one’s calendar.
The newly granted patent outlines systems and methods to automate the sending of data and notifications to users within physical stores or nearby retail locations.
To summarize the key points of patent US 2019/0325444A1 that are practically applicable to marketers:
The system is designed to:
- Monitor users’ locations within a store.
- Combine data from Google and the store about the users.
- Use this information to send notifications, encouraging users to make purchases in-store rather than online.
Understanding Google’s motivation behind this patent is important. Despite Google’s significant revenue from online ads, they are investing in this system to address a specific challenge faced by brick-and-mortar stores: customers turning to online searches and purchases while inside physical stores.
The Patent Outline:
Here’s a condensed version of key sections from the patent and their implications:
Abstract:
The system monitors user behavior and location in a store, sends purchase-supporting information, connects users to remote assistance if needed, and can notify in-store staff to assist.
Section 0002:
It detects a user’s location via their phone or device, using this to provide helpful information related to nearby products.
Section 0011:
AI and machine learning determine if providing specific product information will aid in a purchase decision and convey it via notifications.
Section 0012:
If the system’s information is insufficient or requested by the user, remote chat support can be initiated.
Section 0015:
Discusses using generalized locations like ZIP codes, indicating additional external applications.
Section 0025:
Monitors user behavior across multiple devices and sessions, even when the user and their device are at different locations.
Section 0029:
Introduces additional sensors, such as beacons, for precise user location tracking within the store.
Section 0030:
This helps pinpoint the user’s location to a specific aisle in a store.
Section 0034:
Promotional information, like ads or coupons, is introduced to aid purchase decisions.
Section 0038:
Combines data from Google and the store, including loyalty programs and past purchases, to tailor suggestions.
Section 0040:
Promotes products when users are in relevant store sections.
Section 0043:
Actions can occur without explicit user requests.
Section 0046:
Uses AI and machine learning to learn user behavior and model it to serve relevant information.
Section 0048:
Outlines autonomous query generation based on personal data like calendars, emails, texts, social media, and even family communication information.
Section 0055 – Section 0056:
Details how failing to assist with remote support triggers in-store staff assistance.
Section 0057:
The system aims to prevent users from seeking online purchases while in physical stores.
Section 0069:
Highlights privacy concerns, showing potential family data usage to make purchase suggestions.
Section 0071:
Describes offering suggestions based on collective user data at the same location.
Section 0087 – Section 0088:
Outlines how high-profit users can receive prioritized assistance.
Section 0115:
Shows how the system can identify high-value users or shoplifting patterns.
Section 0116:
Incorporates devices like RFID readers into carts to monitor and suggest additional products.
Why Was This Patent Filed?
The patent addresses problems for brick-and-mortar stores, aiming to curb their loss of sales to online retailers. Implementing such a system involves significant costs, likely manageable by large chains. Google might not seek profit directly from this but aims to retain its advertising revenue threatened by competitors like Amazon.
If this system succeeds in keeping users from completing purchases on Amazon instead of in-store, it’s a strategic win for Google, safeguarding billions in market share.
In conclusion, this patent exemplifies Google’s strategy to enhance in-store shopping experiences and counteract online competition, particularly from Amazon.
Image Credits:
Created by the author, November 2019. All screenshots are taken by the author, November 2019.
