RU2368957C1 - Incentive system for consumption of goods and service within framework of advertising campaign - Google Patents

Abstract

FIELD: advertising.

SUBSTANCE: invention relates to advertising and concerns the incentive system for consumption of goods and services within the framework of an advertising campaign. The system contains a processing center and control devices connected with it, desks for consumers registration connected through a module of entering questionaries by feedback with the help of one of the internet protocol of data exchange with the processing center. The processing center is a server containing a data base of registered consumers with assigned identification numbers. The processing center checks identification number of earlier registered consumer in the data base, assigns identification number to a new consumer and gives the command to the programmed module of registration for issuing a discount card. The consumer registered in the system earlier is transferred to guarantor. The unit of data processing of a distribution network defines a discount and send the data about purchases to the processing unit of the processing center, which determines whether a client is not only a consumer, but a guarantor, and in the last charges discounts on the personal account of guarantor.

EFFECT: invention allows creating universal automated and centralized processing incentive system for consumption of goods and services by providing with services of processing data about discounts as well as organizing client resources according to the principles of social networks formation.

4 dwg

Description

The invention relates to the field of organizing and conducting advertising campaigns, programs with the involvement of consumers of services, linking the results of the decision made by the program participant with the discounts on the purchase of various goods. The present invention can be used in various fields of human activity, for example, in marketing, for the promotion of goods and services, including advertising, public opinion polls, elections, lottery games, business games and more.

Until now, in order to attract and retain a client, companies have used the following marketing moves in the field of discount

1. Coupons (coupons) - the client himself from advertising specialized publications or other media outlets cut coupons that give discounts at the outlet of interest to him. This service is practiced to this day, having a number of significant drawbacks: time and financial costs for finding a specialized publication with the necessary coupon (for the client), payment for advertising in a specialized edition (for the seller). To receive a service or product at a discount, a customer must have a coupon, therefore, to make purchases at different points, the client needs to have several coupons, which creates inconvenience for the user.

2. Flyers are an analogue of coupons, but at a more modern level: they are made in the form of postcards with advertising of the outlet on the front side and discount information for the bearer. The disadvantage of flyers, like a coupon, is that it is tied to a specific point of service.

3. Discount card (discount card) - a universal tool that allows you to get a discount at a specific outlet or in a distribution network. The card allows you to personify the customer, keep track of his purchases, provide cumulative discounts. The disadvantage is that the card is strictly limited to the list of outlets, networks. There is no way to bring advertising information to a personal client.

4. Mobile phone (Picture) - the user receives a response to a message sent to a specific number in the form of a picture or code word, the same for all those who sent it. By presenting this picture in a number of outlets, the client received discounts. The disadvantages are the depersonalization of customers and outlets, the lack of feedback from a client who has used the discount service in a particular place, the inability to convey information to a particular client to a particular outlet.

5. Internet Discount (Internet Discount) - the client prints a coupon for a discount from the site of the company of interest to him. The disadvantages include problems with access to the Internet, the operation of the Internet resource, the inconvenience associated with printing a coupon from the Internet and its storage, tight binding to both the Internet and the Internet resource.

There is a known system of stimulating the sale of goods and a system for its implementation according to the patent of the Russian Federation 2161328. The system of stimulating the sale of goods includes the formation of an association of points of sale, the formation of a database of the central control device of the association, providing each member of the association with an information medium, and for each potential buyer - organized data on the discount on the purchase and a possible discount. The incentive system for the sale of goods includes a central control device and associated control devices located at points of sale. Ensuring the acceleration of the circulation of goods and increasing the number of consumers is achieved in the well-known invention by organizing trade at discount prices.

The disadvantage of all the above-mentioned known solutions in the field of discount services is the inability of the outlet to have prompt feedback from its client. For the most part, discount systems are separate structures specialized in the services provided, or are limited by the range of trading systems that support working with a specific discount tool.

Another disadvantage is that suppliers of goods and services are forced to create or acquire loyalty programs, which leads to an additional load on information systems and executive and labor personnel and additional costs.

Existing discount systems operate on the principle of direct contact with a client’s resource: each supplier is forced to carry out typical work to create a client database, purchase or develop specialized application software, ensure customer identification in his system, in order to correctly provide discounts as part of the loyalty program in force in its structure.

As noted above, the most common way of identifying a buyer in a supplier’s distribution network is through a discount card. The type of carrier of identifying information may be different (electronic, magnetic, graphic).

The buyer, in order to receive a discount in the trading system, is forced to provide personal personal information to each specific supplier. As a result, the buyer accumulates the number of discount cards, which is identical to the number of retail chains in which the buyer has registered in order to receive a discount.

The above known solutions were based on direct contact with a magnetic medium (magnetic tape of a discount card), or with a printed code (digital or barcode on flyers, coupon), which had to be personally presented on a control device (cash register, card reader). And if the flyers or coupon with the codes (digital or barcodes) did not personify the client himself, and the magnetic card could personify the client in a limited network of retail outlets or service delivery points, then all these methods did not solve the main thing: simultaneous personification of both the client and outlet with subsequent feedback for the transfer of information in the system.

Thus, the disadvantages of traditional well-known systems for the provision of discount services include the need to use a large number of discount cards at various points of sale, which causes inconvenience to the user, as well as the lack of complete information about the goods and services of interest and accumulated discounts.

The technical result achieved by this invention is the creation of a universal automated and centralized processing system to stimulate the consumption of goods and services as part of advertising campaigns for accounting and calculating discounts, managing customer resources and reducing the load on information systems of suppliers by providing services for processing information on accrued discounts , as well as the organization of a client resource according to the principles of the formation of social networks.

The requirement of universality means providing the ability to connect a wide range of goods and services to the system of suppliers. Automation requirement means a minimum of manipulations with the controls of electronic communication devices for implementation through a shopping system.

This technical result is achieved by the fact that the incentive system for the consumption of goods and services contains a processing center and associated control devices located at points of sale, and customers are assigned an identification number after filling out the questionnaires. The system includes customer registration points, while registration points through the questionnaire input module are feedback-linked through one of the Internet protocols for exchanging data with a processing center, which is at least one server containing a database of already registered customers with identification numbers assigned to them by numbers, the processing center checks in the database the identification number of the previously registered buyer, indicated in the questionnaire of the registered buyer, and if The user of this record in the database assigns an identification number to a new buyer and gives a command to the software module for registering and managing customers at the registration point for issuing a discount card, and this buyer, previously registered in the system, indicated in the questionnaire of the registering buyer, is transferred to the category of guarantor, while in the trade Buyers identify their discount card, the trading network information processing unit determines the discount and sends an exchange via one of the Internet protocols the data with the processing center, information about purchases made to the processing unit of the processing center, which compares the identification numbers with the database and determines whether the client is not only a buyer, but also a guarantor, and in the second case, discounts on the personal account of the guarantor in accordance with the purchase volumes customers who indicated in their questionnaires the identification number of the guarantor, and to ensure customer feedback, the processing center has a WEB portal module to enable customers to ntam account management, tracking discounts and receiving advertising information.

The construction and operation of the system are illustrated by the following drawings, which depict

figure 1 - the physical configuration of the system;

figure 2 - information structure of the system;

figure 3 - diagram of the system;

figure 4 - registration algorithm and customer management.

To achieve this result, a system is proposed to stimulate the consumption of goods and services with the formation of an automated system for providing discounts of various configurations. The indicated system assumes the presence of two types of consumers of various types of products (goods) and services: a guarantor and a buyer.

Initially, any participant in the proposed discount system is a buyer. The buyer can be registered in the discount system only if he indicates the details of his guarantor.

The buyer automatically becomes a guarantor if, when registering in the system of a new buyer, his identification number is indicated as an identifier of the guarantor.

The surety itself forms a coverage network with a discount system using its social connections.

The buyer, having selected the goods, identifies, on his own or with the help of the cash register operator, the number of his discount card using the discount card identification device.

Using a device for reading the value of goods or in manual mode, the cash register operator determines the value of the selected goods and / or services in accordance with the price list. The information processing unit produces a discount on the total cost of the goods in accordance with the specified conditions. Information about the payment amount and customer ID is transmitted to the processing center. The information processing unit of the processing center performs the accrual of a discount determined by the conditions on the personal account of the guarantor in accordance with the purchase volume of the buyer, the older identifiers of which are a certain guarantor. As a result, the total discount accrued to the surety is directly dependent on the number of customers who indicated it as the surety and the volume of their personal purchases.

Identification in the system.

The carrier of identification information in the system (discount card) can be electronic, magnetic, graphic (with the number and / or barcode printed on it) or another type suitable for identification. The identification of a discount card can be carried out either in the automatic mode of entering / reading the card number, or manually by dialing the card number (when using a simple graphic card with the number printed on it). A device for identifying a discount card can be made on the basis of a microprocessor in the form of a separate unit, or combined with a cash terminal, and be a part of it.

The advantages of the proposed system.

For the supplier:

- the possibility of increasing sales;

- increase in the number of regular customers and their additional motivation;

- reducing the cost of developing, implementing and maintaining a loyalty system;

- reducing the load on the information system;

- reducing the burden on executive and labor personnel.

For the buyer (guarantor):

- Passing the registration procedure in the discount system only once;

- the ability to receive discounts in all retail chains using this system;

- the opportunity to receive the amount of accumulated interest in cash, in the form of goods or transfer on behalf of;

- receive an instant discount (a fixed percentage of the discount on the acquisition cost, valid at each outlet connected to the system);

- receive an affiliate discount (in addition to the instant discount, a discount is provided in the amount of accumulated deductions from the acquisitions of all partners, of which he is a guarantor);

- Form your affiliate network using your card number as a surety number for partners.

Example:

The following discount formula applies to the AAA and BBB distribution network:

1 + 1, where an instant discount of 1% and affiliate discount of 1%

You are a Buyer (you do not have partners yet)

You make a purchase in the amount of 100 rubles.

Offer your cashier your discount card.

You receive a check for payment: 100-1 (1%) = 99 rubles.

You are the Surety (let's say you have 5 partners)

You make a purchase for 100 rubles.

During the time that has passed since your last purchase in this trading network, your partners made purchases in the amount of 800 rubles. Your affiliate discount will be 1% of this amount - 8 rubles.

Offer your cashier your discount card.

You receive a check for payment: 100-1 (1%) - 8 (partner%) = 91 rubles.

Claims (1)

A system for stimulating the consumption of goods and services, containing a processing center and associated control devices located at points of sale, and after filling out the questionnaire, customers are assigned an identification number, characterized in that the system includes customer registration points, and registration points through the input module questionnaires are connected by feedback through one of the Internet protocols for exchanging data with a processing center, which is at least one server containing a database yes of already registered customers with the identification numbers assigned to them, the processing center checks in the database the identification number of the previously registered buyer indicated in the registration form of the buyer, and if this entry is found in the database, assigns the identification number to the new buyer and gives the command to the registration and management software module customers of the registration point for the issuance of a discount card, and this customer, previously registered in the system, indicated in those of the registering buyer is transferred to the category of the guarantor, while the buyers identify their discount card in the distribution network, the information processing unit of the distribution network determines the discount and sends information on purchases to the processing unit of the processing center via one of the Internet protocols for exchanging data with the processing center, which compares the identification numbers with the database and determines whether the client is not only a buyer, but also a guarantor, and in the second case, discounts on the guarantor’s personal account in accordance with the volumes of purchases of customers who indicated in their profiles the guarantor’s identification number, and to ensure customer feedback, the processing center has a WEB portal module to enable customers to manage their accounts, track discounts and receive advertising information.

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