Old Dominion University
COMPUTER PRODUCTIVITY INITIATIVE II
Personal Shopping Assistant
Product Functional
Specifications
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PSA Team Members:
John Chang, Project Manager
Jeremy Allen
Steve Eleyet
Tony Taylor
Albert Ayres
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Table of Contents
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1 Introduction 5
2 Problem Definition 5
3 Project Goals 5
4 Project Objectives 6
5 System Overview 7
6 Shopping Criteria 9
6.1 Shopper Needs 9
6.2 Farm Fresh Needs 13
7 System General Description 16
7.1 Hardware Required 17
7.2 Software 20
7.3 Capabilities and Limitations 21
7.4 Wireless Communication 22
7.5 Administrative Features 23
8 System Operation 25
8.1 WELCOME SCREEN 25
8.2 SHOPPING CART LIST SCREEN 27
8.3 PRODUCT DIRECTORY SCREEN 32
8.4 MAP SCREEN 35
8.5 STORE SPECIALS SCREEN 37
8.6 SELECTED ITEM SCREEN 39
8.7 NUTRITIONAL INFORMATION SCREEN 43
8.8 RESET SCREEN 45
8.9 RUNNING TOTAL 47
8.10 ADVERTISEMENTS 48
9 Rights and Responsibilities 48
10 Detailed Hardware Specifications 51
10.1 User Device 51
10.2 Computer Components 60
10.3 Barcode Wand Scanner 66
10.4 Wireless Network 67
10.5 Cabling 70
10.6 Server 70
11 Detailed Software Specifications 71
11.1 Software Overview 71
11.2 User Device Software 72
11.3 Administration 87
11.4 Appendix A- Display Characteristics 91
11.5 Appendix B- Communication 93
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1 Introduction
This Functional Contract Specification describes the Personal Shopping Assistant (PSA) System. The PSA is a technological tool designed to improve the supermarket shopping experience for shoppers.
This specification begins with a background of the problem and the goals and objectives for the project team. This is followed by a description of the PSA System and an analysis of the shopping criteria established by the project team. Finally, a detailed breakdown of the required hardware and software is provided.
2 Problem Definition
Current statistical studies indicate that the local Farm Fresh supermarket chain has a declining customer base. A study conducted by the PSA market research staff has demonstrated a steady deterioration in sales and shopper growth between 2001 and 2002. After evaluating this problem through market and technical research, the PSA Project Team has devised a technological solution to this problem.
3 Project Goals
The PSA is being developed to meet several goals. The goals are divided between those designed to meet the needs of the Farm Fresh supermarket chain and those designed to meet the needs of supermarket shoppers.
The following goals were designed to meet the needs of Farm Fresh.
· Help reduce the loss of customers
· Convince previous customers to return to shopping at Farm Fresh
· Entice new customers to shop at Farm Fresh
· Identify Farm Fresh as a leader in the supermarket chains
The following goals were designed to meet the needs of supermarket shoppers.
· Assist shoppers in meeting their shopping needs
· Enhance their shopping experience with new services
· Increase the customer satisfaction of shopping at Farm Fresh
4 Project Objectives
The PSA Project Team must meet several objectives to successfully develop and market the PSA system.
· Establish a validated set of critical shopping criteria
· Design a system that will improve Farm Fresh's ability to deliver the critical shopping criteria
· Incorporate the system into a test store supermarket
· Collect customer use of the system and system performance data
· Analyze the data to validate meeting the system's goals
5 System Overview
The Personal Shopping Assistant (PSA) is a mobile, multi-featured, easy-to-use shopping assistance tool. The system consists of a small computer, designated the PSA User Device, which is mounted to a shopping cart. This device is wirelessly connected to the existing server which stores the central database. The central database contains product information for items in the store.
Supermarket shoppers access the system’s features through the PSA User Device. A barcode wand scanner is attached to the User Device. The scanner enables the shopper to track the running total of items in the cart and retrieve specific product information.
The PSA shopping features are accessed at the PSA User Device. The shopper uses these features while moving about the store with a shopping cart. The shopping features are summarized below.
· The Running Total feature displays a running total of items scanned, allowing shoppers to know the cost of their groceries before heading to the checkout.
· The Product Directory enables shoppers to locate items in the store.
· The Store Map feature offers a graphical representation of the store layout to assist in locating products.
· The Price Scanner allows shoppers to check the price of an item by scanning its Universal Product Code.
· The Shopping Cart List offers the shopper a list of all items scanned during the current shopping trip.
· Shoppers can display the nutritional information of a product using the Nutritional Information feature.
· The Store Specials feature permits shoppers to scan a list of current store specials.
· Manufacturers’ advertisements are displayed on the user device.
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6 Shopping Criteria
The PSA Project Team established a set of shopping criteria to guide the design and development of the PSA System. Each criterion was based on the concerns expressed by customers and Farm Fresh executives through surveys and interviews. Once the shopping criteria were established, the PSA Group designed features which both met the needs of shoppers and retailers and would accomplish the goals set forth by the project team.
6.1 Shopper Needs
The PSA Team conducted customer surveys which identified the most important concerns of supermarket shoppers. These concerns are outlined below.
· Customers have indicated problems locating products in the store. Various floor plans and the relocation of supermarket stock make finding individual items difficult.
· Due to missing price tags or product mislabeling, the price of an item is, at times, difficult to determine. Shoppers would like to know the price of a product before buying.
· Customers desire a method which would keep them informed of the total price of items in their shopping cart. Keeping a running total of items in the shopping cart would help alleviate surprises at the checkout counter.
· Shoppers are concerned with the length of time spent at the supermarket. Most would like to spend less time shopping.
· Shoppers would like better customer service. The large numbers of shoppers and reduced number of store personnel have resulted in a decrease in the quality of customer service.
· Supermarket shoppers expressed a desire for more convenience during their shopping trips. Customers would like easily accessible product information, sale specials, and increased mobility.
6.1.1 How the features meet the criteria for shoppers
The PSA System features were designed to directly address the needs expressed by shoppers. The shopping criteria are listed below and are accompanied by a discussion of how the PSA features meet the needs identified by shoppers.
6.1.1.1 Locating products in the store
The Product Directory and Store Map features are designed to assist shoppers in locating products. The Product Directory provides a listing of products with corresponding locations. The Store Map provides a graphical representation of the supermarket shopping area with major product groups identified.
6.1.1.2 Knowing the price of an item
The price of an item can be found quickly with the Price Scanning feature.
6.1.1.3 Knowing the running total
The Running Total feature allows the shopper to track the total of all items scanned during the current shopping trip.
6.1.1.4 Shorter shopping trips
Shopping trips are shortened through the use of the Product Directory and Store Map. Finding the location of a product before conducting a physical search will save the customer time and reduce the length of the shopping trip.
6.1.1.5 Better customer service
A majority of the PSA features are oriented toward customer service. Price Scanning, Product Directory, Store Map, and Store Specials are all features that provide the services previously offered only by the Farm Fresh customer service staff. Shoppers can now access this information without finding a customer service representative. The Running Total and In-Cart List features save time and prevent confusion at the checkout counter.
6.1.1.6 Convenience
All of the PSA’s features provide convenience by putting information at the fingertips of the shopper. Price Scanning, Running Total, and the In-Cart List provide the shopper with a precise accounting of the shopper’s groceries. The Product Directory and Store Map help the shopper find specific products in the store. Nutritional Information provides the shopper with important facts about the contents of a product in a format that is easier to read than the nutritional labels found on the products. Store specials are available right at the cart. The information accessibility and mobility provided by the PSA provides the shopper with convenience unavailable in other supermarkets.
6.1.2 How the features accomplish the project goals for shoppers
Listed below are the project goals that specifically address the needs of shoppers. These goals were identified by the PSA Team. Each goal is accomplished by one or more PSA functions. A discussion accompanies each goal.
6.1.2.1 Meet shopping needs
The needs expressed by shoppers are met directly by the PSA’s features. The Price Scanning and Running Total features give shoppers the ability to check the price of an individual item and track their total grocery bill. The Product Directory and Store Map make finding products in the store easier and more convenient. This translates into better customer service and shorter shopping trips. A display of Store Specials at the PSA User Device makes finding sale items more convenient for the shopper and improves customer service.
6.1.2.2 Improve customer service
The PSA’s features are designed to improve customer service for shoppers. Features such as Price Scanning, Product Directory, Store Map, and Store Specials all serve to reduce the need for an actual customer service representative. Knowing the content and total price of items in the shopping cart lessens confusion for the shopper at the checkout counter and offers peace of mind.
6.1.2.3 Increase satisfaction
Meeting the needs of shoppers and improving customer service leads to increased satisfaction for the shopper.
6.2 Farm Fresh Needs
Interviews with Farm Fresh executives revealed their major concerns. These concerns are outlined below.
· Farm Fresh is interested in deploying a cutting edge tool that would set them apart from other supermarkets.
· Customer service is emphasized at Farm Fresh and the store places great importance in their ability to fulfill the needs of shoppers.
· The bottom line for Farm Fresh is increased revenue. The supermarket is in business to make a profit and management is interested in any methods or tools that will generate revenue.
6.2.1 How the features meet the criteria for Farm Fresh
The PSA System features were designed to directly address the needs expressed by Farm Fresh. Listed below are the criteria accompanied by a discussion of how the PSA features meet the needs identified by Farm Fresh.
6.2.1.1 Cutting edge technology
The PSA System is a new and unique system not offered by any other supermarket in South Hampton Roads. Employing the PSA will provide Farm Fresh with a technological tool that is on the cutting edge of the supermarket industry.
6.2.1.2 Fulfill shopper’s needs
Farm Fresh’s desire to meet the shoppers’ needs is fulfilled with the PSA System. As explained above, the PSA’s features were designed with the needs of customers in mind. Each of the shoppers’ needs that were identified through surveys and interviews has been addressed by one or more features in the PSA System.
6.2.1.3 Increase revenue
The PSA System will assist in increasing Farm Fresh revenues in a number of ways. The Product Directory and Store Map features assist shoppers in finding products easily and quickly. The ability to locate products will encourage shoppers to find and buy items rather than give up looking and leave the store. The Store Specials feature displays store sales specials with the click of a button. Shoppers will have access to specials while they are in the store shopping. This will encourage customers to take advantage of specials for which they might have otherwise not been informed. The Advertisements feature allows manufacturers to display product advertisements on the screen of the PSA. The proximity of advertisements to the customer will be overwhelmingly attractive to manufacturers. This will translate into advertising revenue for Farm Fresh.
6.2.2 How the features accomplish the goals for Farm Fresh
Listed below are the project goals which will meet the needs of Farm Fresh. These were identified by the PSA Team. Each goal is met by one or more PSA functions and an associated marketing strategy. A discussion accompanies each goal.
6.2.2.1 Attract new customers
Shoppers are looking for a reason to shop at a particular supermarket. The tools offered by the PSA directly address the concerns of shoppers. Successful installation and testing of the PSA prototype will demonstrate the system’s effectiveness. Aggressive marketing will ensure new customers are informed of the benefits of shopping with the PSA. This will be accomplished in cooperation with Farm Fresh. Existing advertising literature will be augmented with information on the PSA System to ensure the message reaches potential customers.
6.2.2.2 Bring back previous customers
Surveys indicate shoppers have left Farm Fresh looking for grocers that meet their needs. These customers need to be convinced to return to Farm Fresh. Previous shoppers will be informed of the PSA in the same manner as new customers. Successful deployment of the PSA prototype and well-placed advertising literature will attract former shoppers back to the store. After using the PSA and utilizing the system’s features, the shoppers will recognize a vast improvement in customer service and an enhanced shopping experience.
6.2.2.3 Reduce the loss of customers
The easiest shoppers to reach are current Farm Fresh customers. Current customers will be exposed to the PSA System during their normal shopping trips. The PSA’s ease of use and availability will entice shoppers to try the system. Once familiar with the system’s features, existing shoppers will have another reason to stay with Farm Fresh.