1. 1 P ersonal S hopping A ssistant Presented By: John Chang Team Members: Albert Ayres, Jeremy Allen, Steve Eleyet, & Tony Taylor Copyright © 2001-2003, Farm Fresh. All rights reserved.

2. 2 PRESENTATION OUTLINE PART I: BACKGROUND INFORMATION PART II: FINISHED PRODUCT DETAILS PART III: PROTOTYPE DETAILS & DEMONSTRATION

3. 3 Part I : Background BACKGROUND INFORMATION Problem Statement Why Farm Fresh ? Goals/Objectives Risks Budget Summary

4. 4 Problem Statement Current statistical studies indicate that the local Farm Fresh Supermarket chain has a declining customer base. Source: Food World, June 2001 and 2002 editions The Scarborough Report, 2002 Pilot Online FOOD LION TOPS LIST OF LOCAL FOOD RETAILERS,June 28, 2003, page D1

5. 5 Shopping Criteria RESEARCH: Difficult to locate products (ACSI, 2002) SURVEY: 84% had difficulty in the past finding the products RESEARCH: Unsure of how much total will be (PriceWaterHouseCoopers) SURVEY: 86% would find it beneficial to know running total as they shop RESEARCH: Deterioration in customer service (ACSI, 2002) SURVEY: 78% would like better customer service in grocery stores RESEARCH: Takes too long to get out of the store (PriceWaterHouseCoopers) SURVEY: 85% would like to spend less time in the grocery store Source: The American Customer Satisfaction Index PriceWaterhouseCoopers Survey Report

6. 6 Survey Results 70% Would use a technical device that would make shopping more convenient

7. 7 Why Farm Fresh? Online Shopping –Use of Same Data Interviews –CEO & Executives Location –Locally Headquartered

8. 8 Project Goals The PSA Project goals are two-fold: –Goals to meet the needs of Farm Fresh –Goals to meet the needs of supermarket shoppers

9. 9 Farm Fresh Goals 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 supermarket chains

10. 10 Shoppers Goals Assist shoppers in meeting their shopping needs Enhance their shopping experience with new services Increase the customer satisfaction of shopping at Farm Fresh

11. 11 Project Objectives Establish a validated set of critical shopping criteria Design a system that will enhance Farm Fresh’s ability to deliver the critical shopping criteria Incorporate the system into a test store supermarket Collect customer use and system performance data Analyze the data to validate meeting the system’s goals

12. 12 Risks

13. 13 Budget Summary Sales Price, Return on Investment Second Year Costs for Remaining 36 Stores First Year Costs for One System –One System = One Store = 20 Mobile Units, 3 Access Points

14. 14 First Year Production Costs

15. 15 Second Year Production Costs Production Costs for Remaining 36 Stores

16. 16 Sales Price & Return On Investment Goals: –Recoup all Costs & 20% Profit Cost of $3.1 Price Tag = Less Than 1% of Farm Fresh’s Projected Net Profits for the next 2 years

17. 17 PART II: Finished Product System Overview Features Hardware Software Wireless Communications

18. 18 System Overview The PSA is a mobile, multi-featured, easy- to-use shopping assistance tool Provides features to assist shoppers as they move through the supermarket

19. 19 Feature List Running Total Product Directory Store Map Price Scanner In-Cart List Nutritional Information Store Specials Advertisements

20. 20 Hardware Components PSA User Device –Manufactured By Contractor –Built from COTS Parts Wireless Network –Access Points - COTS Store’s Server –Existing Server and Product Database

21. 21 System Layout

22. 22 PSA User Device

23. 23 User Device Characteristics & Functions Characteristics: –Computer housed in a rugged plastic case –Mounts to the shopping cart handle Functions: –Provides access to the PSA features –User input –Output/Display –Wireless connection

24. 24 User Device Components Motherboard –200 MHz CPU –64 Mb RAM –64 Mb Flash Memory Display Screen Network Card Battery

25. 25 Barcode Wand Scanner Unitech MS265-01 Characteristics: –Mounts to the top of the user device –Connects to the user device with a 4 foot reinforced cord –USB Connection Functions: –Product price scanning –Add items to the In-Cart list © Unitech

26. 26 Wireless Network Card Friendlynet FBT100 –Range: 33 ft –Standard: 802.11b –Installed in each User Device © Friendlynet

27. 27 Battery Sharp Mebius High Capacity 4 cell Li-ion Battery

28. 28 Wireless Access Points Wireless Access Points (3) –Symbol AP 4121 Access Point –Range: 295 ft –Standard: 802.11b –Installed on the store ceiling –Connected to Store’s Server © Symbol

29. 29 Wireless Dataflow

30. 30 Store’s Server Server exists at each Farm Fresh location Communicates with the PSA wireless network (Hard-wired to Access Points) Stores existing product database Provides a platform for system administration functions

31. 31 Software Components PSA User Device Software Server/Database Administrative Tools Data Flow Between Software Components

32. 32 PSA User Device Software Operating system is UNIX-based Implements the system’s features Prompts the user for input Requests database queries for required product information Outputs user-requested information

33. 33 Communications Software Facilitates wireless communications Controls data transmission between the PSA User Devices and the store’s server Maintains a system use log

34. 34 Administrative Tools Tools for the system administrator Functions: –Set up user logs –Update advertisements –Update store specials

35. 35 Central Database Database exists at each Farm Fresh location Stores product information Accessed by Other Applications –P.O.S. Registers –Online Shopping

36. 36 PART III: Prototype Goals What It Demonstrates What It Doesn’t Demonstrate Demonstration

37. 37 Goals Build a demonstration prototype that demonstrates the usage of the PSA from the shopper’s point of view Address most significant risk: Non- Acceptance

38. 38 What It Demonstrates Mimics User Device Demonstrates the use of Every Feature –Separately –In-Conjunction with each other

39. 39 What It Does Not Demonstrate Future “Lab Prototype” Current “Demonstration Prototype” –Proof of Concept –Existing Technology Total System Functionality –Database Interface –Wireless Communications (Speed)

40. 40 Demonstration Wireless Connection - Keyboard Database Interface – Flat Files Screen – Desktop Screen Buttons – “F” Keys Scanner – Manual Input Features (States)

41. 41 Prototype Features Main –Welcome OR In-Cart List Map Product Directory Store Specials Advertisements Price Scanning –Adding/Subtracting Quantities Nutritional Information In-Cart List –Deleting Products/Quantities from List Reset

42. 42 Conclusion: Future Possibilities Basic Features Branch Out Nationally to Other Supermarkets Incorporate into other types of Specialty Retail Chains –Home Improvement –Consumer Electronics –Home Office –Toys –Sporting Goods