MXPA99006056A - Method and apparatus for real-time, individually-targeted promotions - Google Patents

Abstract

Real-time, individually-targeted promotions system comprising a transportable user card or record (10), which need not contain on-board processing capacity, and a printer/reader/writer apparatus. The user card (10) comprises a magnetic surface (18a) for writing, storing and re-writing machine readable data and a thermo-reversible print region (17) for receiving and visually displaying a determined response to a user in non-volatile, erasable, re-writable graphical or textual human-readable format. The printer/reader/writer apparatus (20) comprises magnetic read/write capabilities, thermo-chromic writer/eraser, data entry keypad (31) and display (32), and sufficient data storage and processing devices.

Description

INDIVIDUALLY TARGETED REAL-TIME PROMOTIONS BACKGROUND OF THE INVENTION Field of the Invention The present invention is concerned with a system and apparatus that can be provided and still effective to determine on demand an individually customized response appropriate for a particular user, based on current data. specific to the user with provision in real time of that response to the user in a non-volatile, rewritable visual format.

Description of the prior art In today's competitive environment, companies are in a constant battle to increase their market share. As a result, each day is exposed to a wide variety of marketing or commercialization techniques, including advertisements broadcast on television and radio; print ads in magazines and newspapers; several coupon delivery systems; shipment - by direct mail; spectacular contests; and exhibitions in store. Although such advertising or propaganda serves its purpose to provide a broad exposure of a product or service to the public, it also has its limitations.

REF .: 30694 For example, consumers who are constantly bombarded from so many directions become immune to the message and can either ignore it unconsciously by not taking it into account or change it literally by means of a switch, remote control contact or by throwing it into the trash can. In such a saturated environment, it is difficult to communicate with a specific user in a way meaning to elicit a desired response to the message. In addition, even when these marketing techniques actually cause a consumer to choose a particular product or service, the overwhelming variety of options made available to the customer on a daily basis makes it difficult to obtain assiduity from the customer. In addition to the large number of marketing messages, another factor responsible for the ineffectiveness of many of these marketing techniques lies in the treatment of consumers as a whole, rather than as individuals. It is much easier to ignore a message provided to "anyone" and "everyone" than a message provided personally. So, what is needed is a marketing system that personalizes the message. As a result, the consumer's attention will be focused on that product or service and the ability to integrate or build the assiduity or loyalty of the customer will be greatly increased. Coupon issuance is a method that has received attention as a way to personalize the marketing effort. For example, coupons or other promotions may be targeted through the use of prepared mailing lists that selectively identify people with demographic characteristics and consumption histories that are believed to make them more likely to purchase a particular product or service than the public in general. These demographic characteristics and consumption histories are gathered through the use of extensive databases and powerful computers. Although this technique may result in more significant advertising and propaganda and as expected, more effectively, the problem in the present once again is that consumers are inundated with such junk mail. It is easy for the consumer to ignore the correspondence and throw it away. Furthermore, even if the consumer acts on the basis of a coupon to visit a particular company in a week, that consumer will undoubtedly have another coupon that attracts the consumer's attention somewhere the following week. Other forms of coupon shipments intended include placing coupons on or within a product for use in the next consumer purchase, that or a product related to the issuance of a coupon upon departure for a related product based on a product that is currently purchased For exampleIf the consumer purchases dog food, the cash register would issue a dog shampoo coupon. Because the delivery of coupons in this case is linked directly to the consumer's current purchase of a given product or service, it can be assumed that the consumer is more likely to act based on that coupon. Although such a system recognizes the importance of the history of consumer purchases in the destination and personalization of the marketing message, it has the advantage of basing the response, in the form of the generated coupon, on what the consumer buys during that visit. A purchase is not an effective indicator of the consumer's long-term needs or wants. Such a system does not have the capacity to "learn" from the history of the consumer's global consumption and thus present to the consumer promotions that are highly individualized to meet the needs and desires of the consumer. In addition, the single delivery of a coupon response focused in some way does little to personalize the message. U.S. Patent No. 5,459,306, issued to Stein et al., Recognizing the advantages of a more personalized marketing process employs knowledge of the history of prior consumer purchases to produce targeted promotions and product recommendations. Then, these promotions and product selections are delivered to a consumer in the store to help him make a product choice. According to the Stein et al. System, a new user is issued an identification code and that personal information of the user is collected and entered into a database in the warehouse. As the consumer makes product choices, the consumer's purchase history or income is also stored on the site at the place of purchase or rental in the retrievable data processing format. Promotional offers, new product information and the like are then downloaded to the warehouse from a central host site for use by the warehouse in the preparation of customized product selections. A set of rules are also downloaded from the host to make determinations regarding suggestions of appropriate products for a user based on that user's personal information and purchase history, current promotional offers and the availability of specific products in that store. When the user enters his unique code to a data processing means in the warehouse such as a kiosk, an independent POS or CPU system, the user's code is correlated with the personal and purchase information kept in the warehouse.

Then, the rules are applied and a decision is made as to the currently available products that are most likely to be of interest to that user. Then, selections or recommendations of the product based on currently available inventory are recommended in printed form such as in a paper coupon. A major disadvantage of the Stein et al. however, it depends on the storage of a personal history and the user's purchase on the site in the store or another such location. In Stein's system, it is suggested that this information be stored in the POS system or in the coupon controller device. It is further suggested that, in an infrequent but regular basis, the data regarding new consumers or the history of purchase or other history as to current customers, be treated by batches and sent via a communication link to a guest system central. Similarly, as the rules or promotions change they can be downloaded to all of the various store locations of the host. It is recognized, however, that it is not feasible to download information sent back to the guest with respect to a particular client in store A to warehouses B, C, D, etc., since the volume of information would be unmanageable. In addition, even if the customer information of. a warehouse was linked to other stores, would only be available once a day or less frequently after executing the loading / unloading with the guest system. Thus, if a particular customer visited store A in the morning and store B later that day, there would be no record in store B of the purchase, rent or other previous transaction. The Stein system is mainly aimed at the video rental business where, as the patent recognizes, it is common for an individual user to use the system more than once a day. In such a case, the once daily scrutiny of the computer that is in the warehouse to transfer information to the guest is insufficient. Such would not be the case in many other companies or businesses. It would also be impractical in coordinated marketing efforts, for example, where a purchase of food products by customers of a specific age range during a specific time of day could precipitate the printing of a discount coupon on a tape rental. Of video. However, if the consumer had already rented the video, the discount coupon could have been received with antagonism - an undesirable result. If the system were smart enough to know that the consumer already rented the video, it could for example print a discount coupon for a car wash or something else. Thus, it is evident that a system is needed that can provide promotions and personalized information to a consumer based on his purchase history updated at the minute regardless of which warehouses or -site stores visit. Another disadvantage of systems such as that described in Stein et al. Is that it is expensive and its inability to adapt to a widely varying set of business environments. Because the Stein system is dependent on a POS system, kiosks and / or voucher controllers, the expense of the equipment can be prohibitive for many companies or businesses. In addition, even where a company already has a POS in place, there are many different interfaces and formats used in the wide variety of POS systems currently available in the market. Thus, the programming elements, physical elements and other components required of the Stein system would have to be available in a multitude of formats to be adaptable to each site. In the alternative, the Stein system could be adapted as an order for the system that was received. Either way, however, offering a system that can be adapted for each specific application would raise costs too much to make it practical for a wide variety of uses. A) YesIt would be advantageous to have a system that offers the advantages of promotion and personalized communication across the spectrum of POS systems without requiring expensive equipment for effective operation. The costs of the equipment and the inability to service a user in multiple sites, also affects the ability of a system such as the one described in Stein to share the information and communication collection capacities destined between multiple companies or organizations. For example, a restaurant that normally caters to young children may wish to install a system for a frequent buyer program at multiple sites. It would be desirable if another company, such as an amusement park, could co-sponsor such a promotion where, for example, a reduced admission ticket is offered to the park, after a predetermined number of visits to the restaurant or after reaching a threshold of buy in dollars. As discussed previously, Stein's system does not provide an effective method to keep track of the customer's current purchase history at each warehouse site. The loading and unloading of information based on each client in each store would be at the slowest and would require extensive memory capacities in each site. Where companies that want the use of such a system to be national or international with hundreds of thousands of sites and hundreds of thousands or even millions of customers, it is easy to see that such shared offers would not be feasible.

Thus, the shared promotional effort would in effect be confined to one or at most a few warehouse locations, which greatly diminishes its desirability. Shared promotional offers would also require improved data processing capabilities to make more sophisticated determinations based on a greater number of parameters. Under Stein's system, this again required expensive equipment at such a system location. Thus, we need a system that can be used in multiple locations with information regarding the current user at all times without the need for expensive equipment investments and constant scrutiny, loading and unloading of data. U.S. Patent No. 5,380,991 issued to Valencia et al., Discloses the use of an integrated circuit ("IC") or "smart card" for a paperless voucher refund system where a consumer purchases or is provided with a card with intelligence on board. Then, that consumer selects coupons for products of interest to him and then these "selections" are stored on the card. The consumer takes the card to a business or company of his choice where the coupon amounts registered on the card are automatically deducted from the total account at departure with updating the card information to show that a particular coupon has been refunded. This system is somewhat personalized since it allows the user to take advantage of the selected coupons and therefore, destined in the warehouse of their choice. In addition, because the customer's coupon choices are on a carrying card they are available for use at any time and at any location in the system. In addition, multiple business companies can take advantage of the system by offering their coupons for selection. While Valencia provides a good solution to the distribution of coupons intended, it does not go beyond providing personal interaction with the consumer in the place of the company or business where he has chosen to buy. There is no personalization that would encourage repeated visits, no opportunity to run frequent buyer programs or other such contests or events and nothing to encourage a customer to try a new product or place of business. This is a static product. Other types of user card systems have been used to obtain a system intended for promotion and / or communication with a particular user. In Kakinuma et al., For example, it is described. a portable magnetic card reader and writer. The user card or data record in Kakinuma consists of a card such as those used for credit cards provided with, paper sensitive to the pressure of a portion of the card and a magnetic tape in another segment of the card. The magnetic tape is similar to that on a common credit card and can be used for recording, reading and re-recording data that can be read / written by the machine. The heat sensitive paper serves to accommodate a visual indication of the information recorded on the magnetic strip. In this way, a visual feedback is offered to the user instead of simply updating the information that can be read by the machine on the card as opposed to Valencia. The visual result to the card in Kakinuma however, is only a direct indication of the information provided by the user. A user enters data through the use of a keyboard or other such input device and the information thus entered is then written on the magnetic strip in the format that can be read by the machine and on the heat sensitive paper in the format that can be read by humans. Because the Kakinuma system is primarily intended for use as a check issuance card, it is sufficient for that application to have information written in the form that can be read by humans on the heat-sensitive tape., is confined to the information or data entered via a keyboard by the user. For example, a user can enter a number of checks and a date of issue and these data are then entered in a visual and magnetic form on the card. There are no teachings in the Kakinuma reference to provide sufficient data storage and processing capabilities within the printer / reader / writer apparatus in such a way that intelligent responses, such as those required for use in a frequent buyer, personalized or Customer assiduity can be determined from the data entered by the user in correlation with the data stored within the unit. In order to have a system that is effectively personalized and destined in its responses to the user, it is necessary to provide more than a single feedback to the user of the information that the user has provided. While the indication of immediate visual information to the user can be a positive feature to obtain the desired personalization of communication with a user, the heat-sensitive template described in Kakinuma has its weaknesses. First, while not explicitly described in Kakinuma, heat-sensitive paper is short-lived in its ability to store information. Fading and / or bleaching makes printed information difficult to read over time. Also, as with any paper product, the introduction of moisture is destructive. Second, heat-sensitive paper can be used only once. It can not be erased and you can not write about it again. Thus, the card described in Kakinuma makes a permanent visual record that does not accommodate the repeated updates necessary to provide a user with a continuously updated personalized response. Third, heat-sensitive paper is rudimentary in its display capabilities, it does not allow high-quality graphics or other sophisticated responses to a user. In addition, there is no indication in Kakinuma that there is sufficient memory and processing power within the described card reading / writing apparatus to carry out more than the mere reiteration of the information provided by the user to the visual indication. Sufficient memory and processing capabilities are required, as well as more effective indicator media to accommodate sophisticated proportional communications, such as rewards for frequent purchases, competitions, games, prizes, or shared marketing programs in which multiple company trademarks could be displayed . Star Micronics® has offered what it calls a "Visual Card" (or Visual Card) with a related reader / writer device. As in Kakinuma, the Visual Card is a card that uses a magnetic strip to record and re-record information that can be read by the machine in combination with a region of visual impression. Unlike Kakinuma's heat sensitive paper, text is available that can be read by humans in the Visual Card system by means of magnetic particles which are aligned by a recording head or register to produce characters. Thus, the Visual Card system has an advantage over Kakinuma in that the visual text can be erased and rewritten. There are problems with this visual display method as well, however, in that the field printed on the visual card is quite limited in area, being offered as only a three-line printing region. In addition, any introduction of a magnetic field will tend to cancel or alter the visual image, which makes it highly unstable. In addition, the Visual Card system does not offer any keyboard or other means of direct data entry in addition to connection to an external device such as a computer. further, the Visual Card system apparatus does not include memory and on-board processing capabilities to provide sophisticated visual responses to the user, based only on the information stored on the card and the device itself, without the need to link to an expensive external device. Thus, although the Visual Card carries data on the card itself and therefore has the potential to bring the user's current shopping information with it to each site location, the Visual Card system still requires expensive additional equipment such as a computer or system. POS to enter data and perform the smart data determinations required to provide highly personalized and sophisticated responses on a user's card. And again, even where such additional equipment is available, the Visual Card system has an unstable and confined method of displaying a response to a user in a limited area of the card. In the desire to provide a response to the personalized consumer that attracts the attention of that consumer and approach, it would be useful to offer a system in which a response to a consumer can be provided beyond a simple visual indication on the user's card. Thus, a system that offers a highly personalized and sophisticated response on the user's card is needed. In addition, it is desirable to have a system that can offer users additional answers beyond those on their user card, such as sounds, lights, music, printed coupons, donation certificates, co-sponsored rewards or the like. In addition, it is desirable to provide such a system without the need for expensive additional equipment.

Thus, it is a primary objective of the present invention to provide a system that, on request, provides a personalized message, individually designed promotion or other such responses individually adapted to a user based on the demographic characteristics of that user, current purchases or other activities, history of personal purchases and other external factors such as the date or time, each of these elements are evaluated and processed by means of multiple decision trees. A further object is to provide a system that is capable of storing and processing sufficient data to provide the user with sophisticated responses without the need for storage equipment, external processing or data entry facilities. Still another object is to provide an economic system where a user can go to any location using the system at any time and receive a personalized response in real time based on the information updated to the minute with respect to that user. It is a further object of the present invention to provide a marketing system that provides a customer with a sense of individual meaning.

It is still an additional object to provide a system that is adaptable to any location regardless of the POS system or operation in place at that site. Still another object is a system that encourages co-sponsored promotions by facilitating the delivery of personalized and targeted promotions, coupons or the like by more than one business or company or other such entity, in all locations of the system without the need of expensive equipment, data translation or data interconnection. It is another object to offer a system that provides the user with a stable and high quality visual indication on his user card. A further object is to provide a system that provides a visual, audible or other response to a user, in addition to a printed message, coupon or other such response.

BRIEF DESCRIPTION OF THE INVENTION The present invention is concerned with a related system, method and apparatus that can be provided and still effective in order to determine on demand a personalized and individually adapted response appropriate for a particular user based on current user-specific data with real-time delivery. of that response to the user in a nonvolatile, erasable, rewritable visual format, without the need to recover data from an external source. The invention comprises a transportable user card or register, which does not need to contain on-board processing capability and a printer / reader / writer ("PR") apparatus. In one embodiment, the user card comprises a magnetic surface for writing, storing and rewriting machine-readable data and a thermo-reversible printing region for receiving and visually indicating a particular response to a user in a format that It can be read by human beings, not volatile, erasable, graphical or textual rewritable. The PRW apparatus of this embodiment comprises magnetic read / write capabilities, thermochromic writing / erasing means or elements, data and data entry means and elements, display and sufficient storage and data processing means or elements. It is significant to note that while this description focuses on this mode, other means of storing and retrieving data that can be read by the machine and for the erasable / rewritable visual indication on the user's card can be used without deviating from the scope of the present invention.

The user's card or register is equipped with a magnetic surface to receive and store data in machine-readable format and with a separate area covered in a thermo-reversible or thermochromic type film to receive, obliterate and subsequently receive the data modified or completely different in a format that can be read by humans. The region of thermochromic and magnetic film on card can be of any size or shape and if desired, can cover the entire surface of the card. Since graphics and coloration can be placed on top of the magnetic surface without affecting its ability to store recoverable data, covering the entire card with magnetic film will not affect the aesthetic appearance of the card. Where the magnetic surface covers the entire side of the card, the card can be inserted into the PRW either in one direction or the other with information concerning separate programs that is encoded on opposite sides of the card. Graphs can be placed on the associated ends of the card to instruct the user as to which endpoint to insert first to access a given program, to create an attractive card with multiple uses or co-sponsored programs. In addition, although in the present, typical magnetic read / write heads accommodate only three lines of information, covering the entire side of the card with the magnetic surface, facilitates larger read / write heads and consequently, storage of more encoded information. In addition, the user's record can be made in any size and shape chosen and of any material suitable for the placement of magnetic and thermochromic applications. For ease of portability and to accommodate familiarity and comfort with the user, it is preferably to perform user registration from a plastic in the form and size of a typical credit card. The PRW of the present invention is designed to handle multiple applications previously handled by separate devices and to facilitate the interphase or interconnection of data stored within the PRW with data contained in the user's card, without the need for communication with an external source. This has been obtained by including in a magnetic unit, reading / writing capabilities, sufficient data storage capacity in the short and long term, intelligent and logical control and decision-making intelligence, means for data entry, media indicators, media of adapted data processing and media for thermochromic printing, erasing and reprinting of text in a form that can be read by humans and graphics.

The PRW is equipped with an entry slot or other such opening capable of receiving the user's card or register. Arranged along the trajectory of the user card within the PRW and aligned to coincide with the magnetic portion of the card are means or elements for reading codes that can be read by the machine of the magnetic portion of the user card . Then, the data read from the magnetic portion can be stored in a retrievable format of data processing in media or memory storage elements within the PRW. After reading and storing the card data, the adapted processing means or elements may request the user by means of the indicating means to enter data relevant to the current transaction. Then, such data may be inputted by means of a keyboard or other such input means positioned in an easily accessible manner along the outer case of the PRW. In the alternative, the data entry relevant to the current transaction can be automatically entered into the PRW by means of a connection via an input / output ("I / O") port to an external device such as a POS or computer system. . After receiving the data read from the card and entering the relevant data to the user's current transaction, the adapted processing means interconnects in this information with program data stored in the recoverable format of data processing in the storage media of PRW. Through this interface, determinations are made regarding an appropriate and personalized response for said user. Then, such a response is printed by means of thermochromic printing elements or elements to the thermochromic region to the user's card. In one embodiment, in addition to the visual impression of a personalized response on the user's card, the processing means can also drive means or printer elements that are capable of printing the original. Such printer means may be either resident within the PRW or an external device interconnected with the PRW by means of an I / O port. The production of an original print facilitates the production of products such as coupons, admission tickets, donation certificates, or simply messages or information in addition to the one printed on the card itself. The printing of an original also plays an important role in the ability of the system to link promotions or other services of a business or company with those of another company or organization. For example, the company. he installs the system and uses it to promote repeat business through a frequent buyer program. As a reward for a specific number of visits, the system provides a coupon, donation certificate or other such rewards for use in the business or company B. In addition to directing or instructing visual data impressions to the thermochromic region of the card and any original printer means, if desired, the processing means also write relevant information with the user's current transaction to the magnetic region of the user's card, rewrite and thereby update the information previously stored therein. The means or elements of processing, also transfer the data read from the card that identify the user together with data concerning the current transaction to the storage media within the PRW, where it is stored in a retrievable format of the data processing for later transport to a central database. Because the information on a user card remains current at all times, the user can immediately go from one system site to another with the system in all locations that are able to respond based on updated user information At the minute. There is no delay in responding to the most recent user transactions while the system is expected to batch the current data, upload them to a central site and download them again to other sites in the system. Although communication with an external source is not required to consummate an interaction with a user, communication means or elements may be desirable to further improve the system of the present invention. According to one embodiment, communication means or elements are provided in such a way that the system can transfer and / or receive data, such as a personal history of the user or purchase history, promotional offers or updates to programming elements resident in the PRW Such communication means or elements may be provided either by connection via a parallel / serial port to an external communication device, such as a modem or means of integrating such a device within the PRW itself. It should be appreciated that while this summary and the description that follows focuses on the use of a system of the present invention in the field of marketing applications such as frequent buyer programs, contests and the like; The system is equally adaptable to many alternative fields. For example, and not by way of limitation, the system could be used for: maintenance of time records and attention with feedback and encouragement (perhaps rewards) to employees displayed on the card; donation certificates; debit cards; hotel keys, airline boarding passes, with display or indication of flight information and frequent flyer rewards, telephone cards prepared with an exhibited call record; video rentals with rents for frequent rents; exit of bookstore with visual record to model dates or return pattern or. issuing of tickets remotely. In addition, the PRW and the user card described herein are designed to accept and read magnetic strips such as are found on debit or credit cards. Thus, where a communication device or other links to records are provided, the PRW can also serve as an independent credit verification system or debit card system. Thus, the system of the present invention can satisfy many different functions: a credit card with credit indication available on the card or reward of a coupon after a dollar amount has been spent; indication of flight information for an airline ticket purchased with the credit card information encoded on the card and so on. It should be further appreciated that while the use of a magnetic strip and thermochromic film are taught herein as means of placing data that can be read by the machine and by human beings on the user's card, the system described in FIG. present is not dependent on these specific modalities. Other methods of storing data that can be read on the machine or of displaying data that can be read by humans upon request on a user card can be known or made known which would fall within the scope of the present invention. For example, an important alternative for the storage of data that can be read by the machine is the use of an integrated circuit or IC card. The ability of such a card to carry substantial user information is well known. The IC cards to date, however, do not have the capacity for a visual indication to the user. The use of an IC card that includes a thermochromic printing region would provide a unique dimension to the present invention. Such a card could work in any way with the magnetic strip, or the strip could be retained as an additional data source. The PRW would require only a minor modification to accommodate the interface with the IC portion of the card. The memory and processing capabilities of the PRW of the system described herein allow the application of programming elements at the point where the card meets the reading terminal, as opposed to the readers normally used to read IC cards. By integrating the functions of the system of the present invention with the typical uses for an IC card, a multi-function card can be offered to a user, wherein a card could act as a credit card; Debit; Frequency and reward record card; time and presence card; and so on, with visual indication to the user. Similarly, other methods which would provide stable, high-quality display and indication that can still be read by humans taught in this invention can be known. Thus, it should be appreciated that other transportable data storage means in combination with a stable, high quality printing surface can be used within the scope of the present invention.

BRIEF DESCRIPTION OF THE DRAWINGS Figure 1 is a front perspective view of a user card or register according to an embodiment of the present invention. Figure IB is a rear perspective view of a user card or register according to an embodiment of the present invention.

Figure 2A is a front perspective view of a printer / reader / writer device according to one embodiment of the present invention. Figure 2B is a front elevational view of the printer / reader / writer of Figure 2A. Figure 2C is a right elevation view of the printer / reader / writer of Figure 2A. Figure 2D is a top elevation view of the printer / reader / writer of Figure 2A. Figure 2E is a rear elevation view of the printer / reader / writer of Figure 2A. Figure 3A is an enlarged view of a user card as shown in Figure 1 demonstrating the use of the card in a frequent buyer program; Figure 3B is an enlarged view of a user card as shown in Figure 1, showing the use of the card to reward the user's birthday; Figure 3C is an enlarged view of a user's card as shown in Figure 1, showing the use of the card and an original printed coupon for shared marketing promotions.

Description of the currently preferred embodiment Reference is now made to the figures, in which like parts are named by similar numbers from beginning to end. With reference to figures 1 and 2 a user card or register is shown, generally with the number 10 and a perspective view of the general structure of a PRW device in general is shown with the number 20. Both are illustrated in according to one embodiment of the present invention. With particular reference to Figures IA and IB, the user card 10 is of the same size and composition as that used in general for a typical credit or debit card, which is rectangular in shape with an upper edge 11, a lower edge 12 , a left edge 13, a right edge 14, a front part 15 and a back part 16. Arranged opposite 15 of the card 10 is a rectangular area covering about half the card representing the write / erase region 17 thermochromic While this embodiment teaches a defined area, the thermochromic film can be disposed transversely of either the card as desired, to define a larger or smaller visual impression region. The principles employed in the thermochromic or thermoreversible printing properties used herein are described in U.S. Patent Nos. 5,188,815 issued to Coates et al .; ,130,049, issued to Sage et al .; and 3,891,607 issued to Kuhn et al., among others. Other regions besides the thermochromic printing region 17, the front of the card can be colored in any variation and printed with names, logos or any other chosen design, as illustrated in Figure IA. A magnetic surface 18 is placed on the back side of the card 16 (FIG. IB) for information coding. To provide sufficient storage capacity it is preferable that the magnetic portion 18 accommodate at least three separate data lines. In a preferred embodiment, the magnetic film printing region 18 covers the entire back side of the card. It is therefore possible to encode information for separate applications running along the left edge 13 and the right edge 14. Coloration and graphics can be placed over the entire magnetic surface area. If desired, placement of an elongate rectangular strip 18a running along the left edge 13 or the right edge 14 can be added to assist the user in the proper placement of the card to the PRW. To make such a card, sheets and / or rolls or thermochromic film material, are currently available from Ricoh Electronics, Inc., in Santa Ana, California. Magnetic film is also available in general. Then, these films are printed, applied to cardboard and cut to the desired dimensions. Figure 2A presents a front perspective view of a representative example of a PRW device according to the present invention, generally designated as 1 number 20. The device is contained in an external box 21 having a front panel 22; right panel 23; left panel 24 (not shown); rear panel 25 (not shown); and cover 26 comprising top panel 26A, front flange 26B, right flange 26C, left flange (not shown) and rear flange (not shown). Referring now to Figures 2B to 2E, a transverse opening or slot 27 is provided at the intersection of the front panel 22 and the front flange 26B of the cover 26 (Figure 2B) for the entry of a card by user registration 10 ( Figure 1) . An on / off switch 28 is placed. in a convenient place on the front panel 22 (Figure 2B). A cover latch 29 is provided on the right flange 26C of the cover 26 (See FIG. 2C), to facilitate lifting of the hinged cover 26 around the joint 30 to provide access to the mechanical parts in the PRW 20. The panel upper 26A of cover 26 is provided with a sixteen-key keyboard 31 and a multi-line liquid crystal indicator ("LC") 32 (see figure 2D). The LCD 32 can be used selectively to provide a selected display of information that asks the user to select from several programmed options. Enclosed in the PRW are magnetic reading / writing means or elements (not shown) which are positioned to align the read and write heads with a selected portion of magnetic film printing region 18 on the card 10 as the card 10 is inserted into slot 27. PRW 20 also contains thermochromic writing / erasing media (not shown) that are aligned to erase and print thermochromic region 17 on front 15 of card 10. Such thermochromic writing or erasing or magnetic reading / writing media or elements are known in the art and are commercially available. Figure 2E presents a rear elevation view of the rear panel 25 of the external case 21 including a power source 33 and one or more input / output connectors ("I / O") 34. One such connector 35 is adapted to receive a multi-wire cable connected to a POS system or some other external storage or data processing device (not shown). Other connectors 36 (only one shown) are adapted to receive a multi-wire cable connected to peripheral devices (not shown) such as a modem, an external printer or an external device to produce an audible or visual signal to a user such as flashing lights, music, bells or whispers. It is important to note that the connection to a POS system or other storage or data processing unit, as well as the connection to external peripherals, is not necessary to carry out the interaction with a user under the system of the present invention. Thus, connectors 1/0 34 are provided only as a means or element to offer additional dimension to the basic system. For example, a POS system is not necessary, since the PRW device 20 itself contains sufficient memory and data processing means to make intelligent decisions regarding sophisticated personalized responses based on current user data. Where a POS system is available, however, it can serve as additional storage and / or processing means or elements and can automatically feed transaction information to the PRW 20 if desired. Thus, the PRW 20 is adapted via the connector 35 with means to link to such a POS system. Similarly, although external peripherals are not needed for the system of the invention to interact with a user, the addition of some peripherals may add a desirable dimension to the ability of the system to communicate with the user. For example, connection to a modem or other such communication device is not required to perform the interaction with a particular user. However, it is beneficial to have a communication link with a central host computer. A host can provide a central storage area for information regarding all users in the system. Data regarding new users and the history of purchase or other such updates concerning current users can be stored and uploaded to the central host daily or as desired. However, there is no need to offer free memory space in the PRW 20 (Figure 2), since the current data required to interact with each user is ported directly to the user's card 10 (Figure 1). Central storage of user data is beneficial to design future promotions and co-sponsored promotions, as well as to serve as a backup source in the event that a user misplaces their card. Information concerning current promotions, contests, prizes, new products and the like can be automatically downloaded from a central host to each system site through a communications link as well.

In addition, updates to the adapted programming elements resident in the PRW 20 can also be sent via a communication link to a central host. Finally, if desired, a communications link allows the system to act as a typical credit or debit device. The magnetic film printing region 18 on the card 10 of the user (FIG. 1) carries information identifying the user with respect to any credit or debit card. A) Yes, credit / debit verification can be provided by means of a simple interrogation to a central credit verification source, as is done in any typical credit / debit card transaction, which allows the PRW 20 (figure 2) serve as a typical Verifone® device. Connection to other peripherals, although not required, may also be desirable. An external printer (not shown) provides the ability to print an original such as a coupon, in addition to the thermal printing on the card 10 of the user. Such a device is particularly useful for facilitating co-sponsored promotions. The knowledge regarding the personal history and purchase of an accumulated user through the use of the system of the present invention can be used to design co-sponsored promotions highly destined with other businesses or companies. The connection to an external printer can then be desirable as a means to print coupons intended or offers that can be used in these other businesses. The use of a thermal type printer is desirable because it would allow the printing of trademarks and graphics concerning several other businesses, all of which could be stored in the memory and long-term processing means (not shown), resident in the PRW 20 (figure 2). In another embodiment of the present invention, a printer and a modem could be integrated into the PRW 20. Of particular significance are the data storage and processing means or elements (not shown), resident in PRW 20. The PRW 20 is endowed with sufficient long and short-term storage and data processing means or elements to facilitate intelligent decisions and highly targeted responses to the user. It has been determined in the present that at least four megabits of ROM and four megabits of .RAM provide a desirable result, however, it should be appreciated that this is not a fixed parameter. Adaptive programming elements are provided to obtain the desired particularized result under the promotional or other program that is offered by the system. The programming elements are necessary for several different functions. The programming elements of the operating system direct the operating functions such as read, write, erase, magnetic and thermochromic and / or print functions; Temporary and long-term storage of the user data for reading, entering data on the keyboard 31 (Figure 2D); display on LCD 32 (figure 2D); storage and control of print sources; and interaction with external devices such as modems, printers, POS systems or prevention alarms or signaling devices (not shown). Specialized application programming elements are designed according to the particular program offered by the system to determine appropriate user responses. In determining appropriate user responses, the programming elements of the specialized application correlate the user's personal history and purchase as a reading of the magnetic film printing region 18 on the user's card 10 (Figure 1); program data such as promotions or available rewards, threshold values, rewards, limits, thresholds, rules and messages that are stored in the memory elements in PRW 20; and information concerning the current transaction of the user as introduced by means of the keyboard 31 or a POS system linked by the connector 35. The determinations are made based on a series of rules and interrogations that instruct the programming elements of specialized application, that consider specific information regarding the user, such as the date of birth, demography, purchase history or other relevant user information to adapt a personalized response in the form of a printed visual message to the thermochromic region 17 on the card 10 of the user (figure 1); a printed coupon and / or a symbol of celebration recognition, such as bells, whispers, flashing lights or a "happy birthday" choir, to name only a few possibilities. Finally, the programming and data acquisition elements direct the storage in the memory means in the PRW 20 of information concerning new users and information concerning the current purchases and rewards of established users to be charged to the central host at a later time. The daily load is recommended since it frees the memory space in the PRW 20. The application programming elements also update the contained data. in the magnetic portion 18 of the user's card, in such a way that the user has with them up-to-the-minute information. This transportable storage allows the user to have an appropriate response from any site in the system at any time. More specific details regarding the system of the present invention will be appreciated from a discussion of the system and interaction with a user. A typical interaction with a new and current user is described below with reference to the apparatus illustrated in Figures 1 and 2. Various procedures are possible to initiate a new user to the system. For example, the information of current marketing databases or another such source can be used to create a user card that carries personal and personal user purchase data. A unique user identification number is assigned to that user and is encoded on the corresponding user's card 10 and correlated with the file containing the user's data in the central host's database. Then, this card 10 of the user can be sent to the user with an identification so that the user can join the membership benefits when bringing the card to a system site. Another procedure to initiate a new user is to provide a registration request (does not show a) to a prospective user to a first visit to a system location. This application can search for basic personal information such as name, address, date of birth, marital status, number and ages of children, as well as questions aimed at determining basic commodity preferences., needs and wishes. After handling the application for registration, a card 10 of the blank user is issued to that user. After the entry of a user card 10 to the PRW 20 through the slot 27, the programming elements of the operation system will instruct the magnetic read / write means or elements to read the user data encoded in the region 18. Magnetic film printing card. Once it is determined that there is no data on the card, the card will be recognized as new and the embedded application programming elements, in conjunction with the programming elements of the operating system, will instruct that the current data and the following number of Available user identification is encoded to the magnetic film printing region 18 and displayed on the LCD screen 31. The staff at the system location manually enter the assigned user identification number on the application form. Where a means or element of laser printer or other printer is available, the printing of appropriately numbered applications could be activated automatically, thereby eliminating the possibility of human error. The user's card is now ready to be used by the system as a transportable storage medium when receiving information concerning that user's current transaction. If it is desired that the user's card 10 carries information about the user beyond the user identification number and information of the current transaction, additional information may be added to the card in a variety of ways. For example, in the first visit of the user, specialized application programming elements can indicate by means of the LCD screen 32 the input of data via the keyboard 31 that can be written on the user's card 10, by means or elements of magnetic writings in the PRW 20. Alternatively, the completed user registration request forms are sent to a central data entry site, where the request with respect to that particular user is entered into a central database and references against the user's identification number. Any information already stored in the central host with respect to the user's purchase history may be encoded, together with selected data of the request form, on a replacement user's card and mailed to the user. According to another method, once information concerning a particular user has been entered into a central database, it can be downloaded for temporary storage to the PRW or other storage means in individual system sites. When that particular user comes to the site and enters his temporary card, the system will recognize the user's number and transfer the stored user data to the magnetic strip 18 on to card 10 of the user. However, the system operates in the same manner independently of the method by which the appropriately coded card reaches the user's hands. By means of the LCD 32, the programming elements of the operating system request the input of information concerning the current purchase or transaction of the user that can be entered by means of the keyboard 31 or by means of a direct link with a POS system. as previously described (figure 2D). The information thus entered will be temporarily stored in the short-term memory for use in the system to determine the appropriate intended response to the user. The specialized application programming elements stored in the long-term memory storage media of the PRW contain specific rules, tests and parameters, by which the user data and purchase history are judged to arrive at a personalized response. These specialized application programming elements correlate and analyze user data now stored in short-term memory with current promotional offers, available at that location stored in the long-term memory media of the PRW. The application programming elements are capable of making intelligent decisions by taking into account the number of visits of the user, the products purchased in each visit, demographic data with respect to that particular client, personal information such as date of birth, promotions co- sponsored that are appropriately intended for that user, as well as specific information regarding the location of the system such as special promotions or product availability. As a result of this analysis, a highly personalized and targeted response will be activated to the user. An answer is in the form of a personalized message printed to region 17 on cards 10 of the user by thermochromic printing elements or means within PRW 20 (see figures 3A, 3B, 3C as examples). There may also be an instruction provided to an external printer that prints a graphic display of a donation certificate, coupon, admission tickets or even some other such promotions for the company on the system site or for use in another business (see figure 3C). In addition, a TTL signal can be sent via a cable connected to one of the peripheral I / O ports 34 as an activation signal to an external device, capable of rewarding the user by means of flashing lights, vibrators, buzzers or even a musical composition Specialized application programming elements in conjunction with the information system programming elements will further instruct that the magnetic writing means or elements encode certain of the user data temporarily stored in the short-term storage means, such as purchased products. and the date on the magnetic strip 18 of the user's card 10, to keep current by this the data contained in the user's card. In addition, some of the data stored in the short-term storage media can also be instructed to write to the long-term storage media for later transfer via a modem to a central host site. . Referring now to Figure 4, the method and apparatus 100 of the invention allow a user in possession of a transaction card 110 to carry out transactions in multiple and diverse locations 102, 103, 104, 106, 107 in a short space of time and having the location 104 present provided with the results of all previous transactions 102, 103 for the user 110 of the card without the need for the present location 104 to contact the central processor or guest unit 108 to exchange or update the data concerning the consumer 110 or the previous successive transactions 102, 103 (Arrows A, B). The method and apparatus 100 further provide the user 110 of the card with an erasable, re-writable display on the card of the updated status of the user's card information, as well as presenting the user 110 of the card with proportional program options. which are specifically directed to the particular user 110 based on the transaction history of the user's card 110 as contained in the user's card 110. This is generally accomplished by incorporating sufficient memory on the user's transaction card 110 to allow the registration, reading and re-recording for updating purposes of the information carried on the card 110. Since the method and apparatus 100 also incorporates a security code that can be read by the machine, the provision of a message portion that can be read by the user, erasable and that can be rewritten on the card 110 and the incorporation of units from printer-reader-writing of point of sale in the locations 102103, 104, 106, 107 allows full interaction between the card 110 of the user and the system and apparatus 100 without the requirement that each of the locations 102, 103, 104, 106, 107 communicate with the guest 108 with In order to carry out a transaction that has updated data to the minimum that consumer. This feature of continuous information updating is particularly important when you want to encourage a consumer's purchasing patterns. The continuous instant updating of the information of the card 110 linked to the individual display of the card, allows the user to be notified immediately of his stay with respect to prizes or rewards of the consumer program, and acknowledgments of purchase stimuli, without having than waiting for your information to be downloaded to the particular location 104, where the consumer carries out the business. The provision of an indication that can be read by humans on the card allows a message to be printed on the card 110 which can inform the consumer of various special programs or discounts or the current total of the consumer's prize account. This information can encourage the consumer to carry out particular additional businesses that will obtain the next level of reward identified in the card indication. Still with reference to Figure 4, each component comprising the system,. method and apparatus 100 will be examined in more detail when starting with the guest unit 108. The guest unit 108 is the central controller for the system 100. By means of its physical and communication programming elements, the host 108 can transmit programming to the processors of the primary satellite units 102-4 and secondary 106-7. Also, host 108 can receive consumer transaction data (arrow G) collected by primary satellite units 102-4 and secondary 106-7 to update the individual user databases, update the program databases and expand the Marketing or marketing databases and to execute rewards of program rewards. Execution of reward program refunds is generally carried out by loading user selections 110 of the card introduced in secondary units 106-7. This is usually carried out in a batch mode during rest hours or evening hours. During a batch transaction, the consumer rebate transactions related to the user 110 of the card for the previous period are transmitted to the guest 108. Then, the guest 108 integrates this information into their databases by reference to marketing or additional marketing . The particular reimbursement reward selected by the user 110 using the secondary unit 106 (transaction arrow D) is sent to the reward distribution unit 112 for boarding (arrow H) of the selected reward to the card bearer 110. The guest unit 108 also issues, verifies and updates the winning credit accounts of the local service agents presenting either the primary terminal units 102-4 or secondary units 106-7 for use by the users 110 of the card. The awards or points or recognition units may be assigned to the users 110 of the card during the A-D transactions with the user 110 of the card. Alternatively, the apparatus and program 100 may allow the user 110 of the card to select between reward awards or other reward alternatives which the schedule 108 has transmitted to the 102-4 or secondary 106-7 units during the Previous batch download section. It will be appreciated that as the prizes or reward units may have a cash value, such as between the issuance of the 108. guest terminal and the primary and secondary terminals 102-4106-7 it is necessary for the host terminal 108 to keep track of the issuance and distribution of the program awards or recognition points such that the guest unit 108 can issue billing states to the primary and secondary terminal carriers. -4, 106-7.

Normally, a primary or secondary terminal 102-4, 106-7, would contain a minimum amount of prepaid premium credits in the terminal account. This account would sometimes be large enough that there would be no danger that terminal 102-4, 106-7 would be devoid of awards during any business period in which the unit was in operation. By storing a sufficient minimum supply, the terminal 102-4, 106-7 would be able to continue operations even when a batch session per download / load (F arrows, G) with the host terminal 108 would have been lost during the period of time out of the last operation. Another responsibility of the guest unit 108 is to update the promotional programming which is downloaded (Arrow F) in each of the primary or secondary terminals 102-4, 106-7 in order to provide the user 110 of the card with current information in Regarding the promotions that are in operation for that day. The host 108 also provides the user 110 of the card with other temporary promotional information that has been programmed for distribution (Arrow F) to the primary and secondary terminals 102-4, 106-7 by the guest unit 108. While the system and apparatus 100 can provide a whole range of reward programs, one such example of updating reward programs is the notification of card users 110 that at a future date there will be a particular merchandise promotion at one of the sites of primary terminals. It is important to appreciate that this notification can be readable by humans on the user's card 110, in such a way that the user will carry a constant reminder of the future sale or promotion of future merchandise. Another example of a promotional program could be a discount on a merchandise purchased at a particular primary terminal 102-4 or offering the user 110 of the card a bonus or reward of points for purchases made in that particular primary terminal 102-4 . Host unit 108 would distribute the new updated promotional schedule (Arrow F) during the communication process in rest hours and the information would be stored in primary terminals 102-4 and secondary 106-7 for later display in the section that can be read by human beings from card 110 of consumer transaction. By this, the user 110 of the card would receive advance notice of special promotions scheduled to be available from a particular primary or secondary unit 102-4, 106-7 and thus purchases from the card carrier 110 would be more accurately directed for advertising and promotions.

Still another type of promotional update that could be issued by the host computer 108, would be the random recognition update. In this case, the guest unit 108 modifies the programming of the primary and secondary terminals 102-4, 106-7 in such a way that for example, during the next 30 days, each fifteenth consumer would carry out a transaction in a terminal 102. -4, 106-7, would receive a proportional reward of some kind, either additional points, a free purchase or some form of discounts on the purchase. To avoid the disparate treatment of the owners 102-4, 106-7 of the terminals, the programming of the various random proportional rewards or recognitions may be compensated to the owner of the particular primary or secondary terminal 102-4, 106-7. This is carried out by the guest 108 who provides compensating credits to the winning account (Arrow F) for that particular primary or secondary terminal 102-4, 106-7. In this way the operational concerns of providing an application equal to the terminal properties of the random surveys can be avoided (previous in cash, previous random goods, random previews of additional prizes, random merchandise discounts, etc. ) generated by guest programming 108. In short, the individual merchants who own individual primary or secondary terminals 102-4, 106-7 need not worry that they alone carry the burden of the special random prizes run on their particular terminal. . The method and apparatus 100 provides the terminal owner with a compensation premium in the terminal owner's reward account equal to the value of the random promotion executed at the terminal owners' location 102-4, 106-7. Alternatively, external vendors who desire particular in the method but who do not have a terminal 102-4, 106-7 or even a sales store may be involved in the functions of the method of the invention. This is accomplished through the use of host central programming 108 to present random acknowledgments or business offers that are communicated to all terminals 102-4, 106-7 for display on all user cards 110. In this way, a manufacturer of a product, a non-alcoholic beverage, for example, must present a promotional offer to all card examples 110, without actually providing its own terminal 102-4, 106-7 to the card user 110. Additional functions of the guest unit 108 include the download (Arrow G) .. of the information collected from the primary and secondary units 102-4, 106-7 on a batch basis and to periodically contact the primary and secondary units. secondary in order to carry out the download of information. At the time of the training download of the primary and secondary units, the account transfers previously described can be carried out (Arrow F). Buyer information that can be collected and downloaded (arrow G), data regarding program selections recognition can be downloaded for execution by the distribution center (Arrow G) and diagnostic programs can be put into operation in each of the primary and secondary terminals (Arrows F, G) in order to determine that they are functioning properly . Returning now to the primary terminal 102-4, its functions and operations will be described in detail. In general, the primary terminal 102-4 is a consumer transaction card interaction terminal that operates on the information provided to the terminal 102-4 on the transaction card 110. It is not necessary for the primary terminal 102-4 to interact with the guest unit 108 during normal operations. Since the transaction card 110 provides all the necessary information for the terminal 102-4 in order to effect the execution of the problem and to evaluate the ratings of the particular consumer for one of the incentives of the program.

When a consumer inserts the transaction card 110 into the primary unit 102-4, the primary unit will read the information stored in the card 110 which then provides the terminal 102-4 with the completely current information with respect to the previous and recent transactions of the consumer (Arrows A and B). Since the embodiment of the invention described herein reads, updates and re-registers the critical consumer information on the card carried by the consumer, no interaction with any central database is required and the consumer carries with them the terminal to terminal the most current information concerning your transactions and status with respect to the consumer's reward account and its relationship with the various refund programs offered. The consumer inserts his transaction card into the machine where the status of his current account is read by the machine and then his account status is evaluated with respect to the program. Such evaluation can take the form of comparison of the consumer's reward account, with several levels of program reimbursement in order to provide the consumer with an appropriate message regarding their next reward, the number of consumer transactions with the system can be compared with the program to determine if the number of transactions executed by the consumer qualify the consumer for a program response or a particular message is written on the consumer's transaction card. In addition, the type of the program for which the consumer has made a selection to participate if there is one, can be determined and then the terminal can correlate the selection with the current possibilities offered by that particular program and the terminal can determine the next level of reward for which consumer qualifies or determine the appropriate number of points to be provided to that consumer or simply determine if one of the random awards or recognitions of the program applies to this consumer transaction. As indicated previously, the information contained in the card will inform the terminal if this particular consumer has been chosen or not to participate in a type of program or a second type of program. By way of example, the first type of program may simply be the allocation of consumer reward points based on the dollar amount of the particular transaction executed by the consumer. Alternatively, the consumer may choose to participate in a program that allows the consumer to select between an award point recognition or a discount on the consumer's immediate transaction. It will be appreciated that any number of alternatives may be developed for a consumer to select from among them if the important feature of this aspect of the invention is that the information is carried on the card which allows the terminal to recognize that the consumer has selected between one of several options of the program, in such a way that the terminal can apply the appropriate programming to the interaction with the consumer transaction card. As previously presented, once the terminal has accessed the information carried on the consumer's transaction card, the terminal can make the appropriate determinations of how to interact with the particular consumer based on the information contained in the consumer's card. and then the terminal can execute the structure of an appropriate message in a form that can be read by humans on the display portion or indicator of the card. In the present embodiment, the indicator portion of the card is a fixed thermochromic indication to the card. While a separate display screen could be attached to the terminal in order to show messages to the consumer, it is important to appreciate that in areas of high commercial activity, it is preferred to avoid larger area display screens that will consume valuable counter space near the consumer transaction point and also to avoid the creation of additional means to delay the departure of the consumer from the point of sale transaction. It will be appreciated that the more information is displayed to the consumer at the point of sale transaction, the longer it will take the consumer to make the transaction and exit in such a way that the next consumer transaction can be presented. By eliminating the function display, the specific consumer transaction card, the card is ejected from the unit with the consumer message now following it and the consumer can leave the retail transaction area and examine the written message in the consumer transaction card by the terminal. With reference now to the secondary transaction terminal, the characteristics of this terminal will be described. The secondary transaction terminal is generally located in a smaller number of stores than the primary transaction terminal. The secondary transaction terminal includes additional features and is designed to represent the consumer the central focus point for the transaction systems of the invention. In the secondary terminal, the consumer can interact with the program generated by the guest terminal and can select personal preferences of the consumer for its introduction to the program and for storage on the consumer transaction card, as well as for the reimbursement of premiums. transaction in exchange of various program acknowledgments. It is important to note that the secondary terminal can perform all the functions of the primary terminal but is provided with the additional interactive programming portions. Accordingly, it may be considered advantageous to have the secondary terminals located at a distance from the retail transaction area in order to avoid obstructing the retail transaction center. It is in the secondary terminal in which the consumer will have the possibility of interacting with a catalog or list of reimbursement awards awards and making the selection of the particular prize that the consumer would like to receive and carry out that transaction and communicate the selection of recognition to the guest terminal for the distribution of knowledge to the consumer. In one mode of operation, the secondary terminals can be located on the tables of a restaurant, which would allow the consumer to eat while interacting with the program and by this having ample time to examine the various program recognition options presented by the secondary terminal and make the appropriate selection. Alternatively, a secondary terminal need not be located in a particular retail location, but may be located in the common area of a shopping center, thereby providing the consumer with a comfortable and unhurried site to make the decisions of reimbursement of rewards, in as much as it associates the goodwill of the reimbursement transaction, in general with the retail sales center. Once the consumer has made the recognition program selection, the parameters of the selection are determined. The parameters of the selection usually consist of a determination of the recognition prize or total point necessary to obtain the prize and a comparison of that number with the account of the consumer's card. If the consumer's card presents sufficient prizes to obtain recognition, the transaction is consummated and transmitted to the guest unit at the end of the business day. Once the information is transmitted to the host machine, it is communicated to the distribution center for the real transmission of the recognition to the consumer. Yet another alternative embodiment of the system 100 (Figure 4) involves the use of a card 110 of the user having a memory chip or computer processor chip mounted on the card 110. Such cards are already in use and are referred to as "cards". smart "in the industry. The provision of such smart cards as user cards 110, allows the system 100 to incorporate features, which the more limited magnetic stripe cards 110 can not offer. One such additional programming to the system 100 through the use of an intelligent user card 110 is the ability to offer the user 110, the opportunity to select between acknowledgments of prizes to the prize account of the card 110 and a savings option. They can be refunded in cash. The program's savings options allow the consumer to select to receive, where available, a credit to a savings type account that the consumer can then exchange for a real cash allocation. The smart card mode also allows the card 110 to be used as a "cash" card. In this mode, the user and charge card 110 with a cash allocation account when selecting that option in secondary terminal 106-07 or inserting card 110 in an automatic pointer of a bank participating in the system 100. In this way, the smart card 110 can be equipped with real cash credit which can then be transferred to its payment for a transaction.

Alternatively, the smart card 110 may be equipped, at the user's option, to function additionally as a credit card and furthermore offers the advantages of the system attributes 100 previously discussed to the user 110 of the card. Although these descriptions have focused on the use of the direct delivery delivery system of the present invention as a marketing or marketing tool and more particularly for a type of frequent buyer program, it should be appreciated that the system of the present invention is able to be incorporated in the form of a variety of modalities, only a few of which have been illustrated and described above. The invention can be implemented in other ways without deviating from its spirit or essential characteristics. The embodiments described are to be considered in all respects only as illustrative and not restrictive and the scope of the invention is accordingly indicated by the appended claims rather than by the foregoing description. All changes that fall within the meaning and range of equivalence of the claims are to be encompassed in their scope. It is noted that, in relation to this date, the best method known to the applicant to carry out the aforementioned invention, is that which is clear from the present description of the invention.

Claims (32)

1. Claims Having described the invention as above, the content of the following claims is claimed as property: 1. A system for determining a selected response for a particular user, the selected response is based on continuously current data, with real-time delivery of the response to the user, the system is characterized in that it comprises: at least one printer / reader / writer terminal and at least one user card associated with the user for use in the printer / reader / writer; the user card has a region for receiving and storing codes that can be read by the machine and a region for receiving and displaying information to the user in a visual, non-volatile, erasable format that can be rewritten; the printer / reader / writer terminal is adapted to receive the user card, the printer / reader / writer comprises: means for reading the code that can be read with the machine stored on the user's card and means for. write and rewrite the - code that can be read with the machine to the user's card; means to write, erase and rewrite a response to the user on the user's card in a non-volatile, erasable, graphic or textual format that can be read by human beings; means for entering data relevant to the current transaction; integrated media to store and process data; whereby the system is able to deliver the selected response to the user, after the entry of the user's card to the printer / reader / writer within the system at any given time. The system according to claim 1, characterized in that the region for receiving and storing the code that can be read with the machine comprises a magnetic surface. The system according to claim 1, characterized in that the region for receiving and storing the code that can be read by the machine comprises integrated circuits on the user's card. 4. The system in accordance with the claim 1, characterized in that the region for receiving and displaying visual information to the user comprises a thermoreversible printing surface. 5. The compliance system, with claim 1, characterized in that the printer / reader / writer terminal further comprises means for connection to an external printing device. The system according to claim 1, characterized in that the printer / reader / writer terminal further comprises integrated printing means. The system according to claim 1, characterized in that the printer / reader / writer terminal further comprises communication means. The system according to claim 7, characterized in that the communication means consist of a port for connection to an external communication device. 9. The system in accordance with the claim 7, characterized in that the communication means are integrated in the printer / reader / writer terminal. The system according to claim 1, characterized in that the printer / reader / writer terminal further comprises means for connecting a point-of-sale (POS) system or another computer system. The system according to claim 1, characterized in that the printer / reader / writer terminal further comprises means for its connection to an external signaling device. 12. An apparatus for determining a selected response for a particular user with real-time delivery of that response to the user in a visual, non-volatile, erasable format, the apparatus is characterized in that it comprises: a user card issued to a user, the user card has a region to receive and store a code that can be read by the machine and a region to receive and display visual information to the user; a printer / reader / writer terminal adapted to receive the user card, the printer / reader / writer comprises: means for reading the code that can be read with the machine stored on the user card and writing and rewriting the code that can be read by the machine to the user card; means to write, erase and rewrite an appropriate response to the user on the user's card in a non-volatile, erasable format, which can be read by humans; Integrated means to store and process data, the means are sufficient to determine an appropriate response for a particular user. 13. The device > according to claim 12, characterized in that the region for receiving and storing the code that can be read by the machine comprises a magnetic surface. The apparatus according to claim 12, characterized in that the region for receiving and storing the code that can be made by the machine comprises integrated circuits on the user's card. 15. The apparatus according to claim 12, characterized in that the region for receiving and displaying visual information to the user comprises a thermoreversible film. 16. The apparatus according to claim 12, characterized in that the printer / reader / writer terminal further comprises means for connection to an external printing device. The apparatus according to claim 12, characterized in that the printer / reader / writer terminal further comprises integrated printing means. 18. The apparatus according to claim 12, characterized in that the printer / reader / writer terminal further comprises communication means. 19. The apparatus according to claim 18, characterized in that the communication means comprise a port for connection to an external connection device. The apparatus according to claim 18, characterized in that the communication means are integrated into the printer / reader / writer terminal. The apparatus according to claim 12, characterized in that the printer / reader / writer terminal further comprises means for connection to a point-of-sale (POS) system or other computer system. 22. The apparatus according to claim 12, characterized in that the printer / reader / writer terminal further comprises means for connection to an external signaling device. .2. 3. A method for determining a first selected response for a particular user, the first response is based on continuously current data, with real-time delivery of the first response to the user, the method is characterized in that it comprises the steps of: (a) storing data of program in a recoverable format by data processing in data processing means; (b) provide a user's card to the user; (c) assign a user code to the user; (d) encode the user's card with the user's code; (e) storing user information in a retrievable format by processing data on the user card; (f) inserting the user card into the data processing means; (g) read the user's code and user information; (h) enter data relevant to the user's current transaction; (i) store rules for making determinations of the user's first response based on the correlation of stored product and promotional information, user information and current transaction data; (j) correlate product information or promotion, user information and current transaction information; (k) determine the first response to the user based on the correlation; (1) print the first response to the user in a non-volatile visual format on the user's card; (m) update the user information stored on the user's card. 24. The method according to claim 23, characterized in that it comprises the additional steps of: (a) storing rules to make determinations of the second response of the user based on the correlation of the stored information of the product and promotions, the information of the user and the data of the current transaction; (b) correlate product or promotional information, user information and current transaction information; (c) determining the second response to the user based on the correlation; (d) print the second. response to the user in an original format, either by means of an integrated or peripheral printer. 25. The method according to claim 23, characterized in that it comprises the additional steps of: (a) storing rules to make determinations of the third response of the user based on the correlation of the stored information of the product and promotions, the information of the user and the data of the current transaction; (b) correlate product or promotional information, user information and current transaction information; (c) determining the second response to the user based on the correlation; (d) sending an activation signal to an integrated or peripheral device capable of producing an audible or visual signal to the user. 26. The method according to claim 23, characterized in that it comprises the additional steps of: (a) storing the user's code, the current transaction data and information with respect to the responses provided to the user in a retrievable format by processing of data in the database as current information of the user. (b) transfer the user's current information to a central database; (c) storing the user's current information in the central database; (d) transfer the current product and promotional information from the central database to the database. 27. A user card, characterized in that it comprises: (a) a first side, a second side, an upper edge, a lower edge, a left edge and a right edge; (b) a read / write surface for receiving, writing, storing and rewriting data that can be read by the machine; (c) the read / write surface is placed on at least one side of the user's card; (d) the read / write surface is of sufficient size and placement in such a way that the code that can be read by the machine concerning different applications can be written along the left edge and the right edge or the top edge and the lower edge, such that the user card can be inserted into a data processing means in more than one direction with the application read by the data processing means that vary depending on which edge of the user's card is inserted. 28. The user card according to claim 27, characterized in that the read / write surface is of sufficient size and placement that the code that can be read with the machine can be written across an entire side of the card. user. 29. The user card according to claim 27, characterized in that the read / write surface is a magnetic surface. 30. The user card according to claim 27, characterized in that it further comprises a printing region for receiving and displaying a visual response to a user in a non-volatile, erasable, graphic or textual format that can be read by humans; the printing region is placed on at least one side of the user card. 31. The user card according to claim 30, characterized in that the printing region comprises a thermoreversible printing surface. 32. An apparatus for obtaining and maintaining the tracking of transaction data of the individual user consumer and for assigning and reimbursing user transaction awards, characterized in that it comprises: a portable transaction card by the user, the card comprising: a memory that it can be read and written by the machine on the card to register on it a user's transaction rewards account, an indicator of card messages that can be read by the user, erasable and writable, a first terminal for insertion of the transaction card of the same, the first terminal comprises: a processor to direct the activities of the terminal that includes a memory to load, store and direct a marketing or marketing program, a printer / reader / writer of machine language to allow: read data that can be read by the machine, write machine data on the card, a written r to create a message that can be read by humans about the message indicator of the card, a second terminal for the insertion of the transaction card in it, the second terminal comprises: a processor to direct the activities of the terminal that includes a memory to load, store and direct a marketing or marketing program, a printer / reader / writer of machine language to allow: read the data that can be read by the machine, write machine data on the card, a writer to create a message that can be read by humans in the message indicator of the card, an indicator or display unit for the examination and selection of the user of reward transaction exchanges from a reimbursement database of awards, a host terminal to direct the activities of the first and second terminals comprising: a processor to direct the activities of the unit ad that include a memory to load, storing and directing a merchandising program, a communication connection between the guest and the first and second terminals to allow the guest to exchange data with the first and second terminals including the transaction exchange of prizes entered by the user in the second terminal and a communication connection between the guest and a refund distribution site to allow the guest to direct the allocation of transaction exchanges of prizes selected by the user to the users, in such a way that the guest communicates commands or guest program commands to the first and second terminals to provide the allocation of transaction awards and program acknowledgments to the user and the guest may receive transaction data from the user of the first and second terminals and the user may select and direct messages to the guest related to the refund of the prize user s of transactions.