ZA200903202B

ZA200903202B - A product promotion system and method

Info

Publication number: ZA200903202B
Application number: ZA200903202A
Authority: ZA
Inventors: Andrew James Timothy Sutcliffe; Morne Thys Fourie
Original assignee: Thirty Four Degrees South Mark
Priority date: 2008-05-09
Filing date: 2009-05-08
Publication date: 2010-07-28

Description

BACKGROUND OF THE INVENTION

THIS invention relates to a method and system for promoting a product.

Traditionally, products are promoted by retailers, whereby sales consultants representing the retailers create consumer awareness of the products using different marketing techniques. Some of the techniques include informing potential customers about products, handing out samples of the products to the consumers, and offering discount coupons or tokens relating to particular products.

It is an object of the present invention to provide an alternative system and . method for promoting a product.

SUMMARY OF THE INVENTION

According to the invention there is provided a system for promoting a product, the system comprising: a database containing multiple reward bar code identifiers, each of the multiple reward bar code identifiers being associated with information on a reward; a checking module to receive a scanned reward bar code identifier associated with a product; : a verifying module to compare the scanned reward bar code identifier with the multiple bar code identifiers stored in the database and to determine the appropriate reward associated with the scanned reward bar code identifier; and a result generation module to generate a message relating to the reward associated with the product.

It will be appreciated that “module” in the context of the specification includes : an identifiable portion of code, computational or executable instructions, data, or computational object to achieve a particular function, operation, processing, or procedure. A module need not be implemented in software; a module may be implemented in software, hardware, or a combination of software and hardware.

Further, the modules described herein need not necessarily be consolidated into one device. The modules may be hosted either in a central host, alternatively may be hosted in both a point of sale (POS) station and a central server. Preferably, the checking module together with the verifying module may be hosted together in a central server within a retail store, with the . database module hosted in a remote server and the result generation module hosted in the POS station.

Each of the multiple reward bar code identifiers may further be associated with information on a particular product to which the reward relates. More than one reward bar code identifier may be associated with the same product thereby defining a particular product promotion.

The system may further include a promotion of multiple of products. In this case, the multiple reward bar code identifiers may be associated with information on more than one product. : Additionally, the database may contain multiple product bar code identifiers, each of the product bar code identifiers being associated with product information, including a purchase price for the product

In one example embodiment, the checking module may receive a scanned product bar code identifier associated with a product, and the verifying module may determine the appropriate reward associated with the reward bar code identifier only if the product bar code identifier is associated with the same : product as the reward bar code identifier.

Preferably, the reward is a discount on a purchase price of the product.

The discount may range from 0% to 100%.

Alternatively, the reward may be a voucher for the consumer to use in a manner specified on the voucher. In a preferred embodiment, the reward may be points loaded to the customer’s loyalty card.

In one example embodiment the information on the product associated with the reward bar code identifier may include a description of the product, the purchase price of the product, an expiry date of the promotion of the product and number of products which are still in stock.

The result generation module may apply the discount to the purchase price of the product.

Preferably, the result generation module may generate a print out of the discount on a receipt generated by the POS station. Alternatively, the result generation module may generate a message to be displayed by the POS - station.

In one example embodiment, the result generation module may generate a print out of the voucher on a receipt generated by the POS station.

Alternatively, the result generation module may generate a print out of the points loaded onto the customer's loyalty card on a receipt generated by the

POS station.

Further according to the present invention there is provided a method of promoting a product, the method comprising: maintaining a database containing multiple reward bar code identifiers, each of the multiple reward bar code identifiers being associated with information on a reward; receiving a scanned reward bar code identifier being associated with the product;

comparing the scanned reward bar code identifier with the multiple bar code identifiers stored in the database and determining an appropriate reward associated with the scanned reward bar code identifier, and generating a message relating to the reward associated with the product.

Each of the multiple reward bar code identifiers may further be associated with information on a particular product to which the reward relates. More than one reward bar code identifier may be associated with the same product.

Additionally, the database may contain multiple product bar code identifiers, each of the product bar code identifiers being associated with product information, including a purchase price for the product

The method may include receiving a scanned product bar code identifier associated with the product.

The method may further include determining an appropriate reward associated with the reward bar code identifier only if the product bar code identifier is being associated with the same product as the reward bar code identifier.

Preferably, the reward is a discount on a purchase price of the product.

The discount may range from 0% to 100%.

Alternatively, the reward may be a voucher for the consumer to use in a manner specified on the voucher. In a preferred embodiment, the reward may be points loaded to the customer's loyalty card. The reward may take various forms.

The method may include applying the discount to the purchase price of the product.

Preferably, the method may include generating a print out of the discount on a receipt generated by the POS station. Alternatively, the method may further include generating a message to be displayed by the POS station.

In one example embodiment, the method may include generating a print out of the voucher on a receipt generated by the POS station. Alternatively, the method may include generating a print out of the points loaded onto the customer's loyalty card on a receipt generated by the POS station.

In one example embodiment the method may include printing the reward bar code identifiers on a coupon, preferably a game card, such that when the consumer selects the product from a shelf, the consumer is also provided with the coupon or the game card.

In another example embodiment the method may include changing the reward associated with the product, by changing the product bar code identifier on the product on promotion.

The method may further include changing the bar code identifier on the product on promotion by changing the packaging of the product. The new packaging will have a new product bar code identifier associated with a new reward bar code identifier.

Alternatively, the method may include applying a sticker over the product bar code identifier, or printing over the product bar code identifier. The sticker or new printing may have a new product bar code identifier associated with a new reward bar code identifier.

The method may further include presentation of the coupon or the game card together with the product on promotion to the POS station.

In the case where the coupon or the game card and the product on promotion are presented at the POS station, both the bar code identifier on the coupon or game card and the bar code identifier on the product may be scanned. The information on the bar code identifier on the coupon may include one or more of a description of the product, value of the product, expiry date of the promotion and numbers of products which are still on stock and the information on the reward.

BRIEF DESCRIPTION OF THE DRAWINGS

Figure 1 is an overall system diagram of a system for promoting a product in accordance with an example embodiment of the invention; :

Figure 2 is a block diagram of different components or modules of the system of Figure 1, in accordance with an example : embodiment;

Figure 3 is a data structure of a database module of the system of Figure 1; and

Figure 4 is a flow diagram of a method of promoting a product in accordance with an example embodiment of the invention.

DESCRIPTION OF EMBODIMENTS

In the following description, for purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of an embodiment of the present disclosure. It will be evident, however, to one skilled in the art that the present disclosure may be practiced without these specific details or any specific manner. - Referring to Figure 1 of the drawings, a system in accordance with a number of example embodiments is generally indicated by a reference numeral 10. The : Figure illustrates schematically a product 12 with one bar code identifier, a product 14 with two bar code identifiers and a product and voucher combination 16, including a product 16a having a bar code identifier and a voucher 16b having a bar code identifier, where the voucher 16b is associated with the product 16a.

Typically, a consumer will select the product from a shelf (not shown) and the produet will have a bar code identifier. The consumer will present the product at a POS station 20, where the bar code identifier on the product is scanned using a scanner 18. It will be appreciated that any suitable bar code reader could be used for this purpose.

The scanned bar code identifier is received by a database hosted in a central server 24. The database 32 contains a plurality of bar code identifiers, each of which has a data structure as illustrated in Figure 3. The scanned bar code identifier will be compared with the plurality of bar code identifiers stored in the database 32, in order to determine an appropriate reward associated with the scanned reward bar code identifier. A message relating to the appropriate - reward will be transmitted to the POS station 20, and the POS station will :

communicate the message to the consumer by presenting the consumer with a print out of the reward on a receipt 22.

Figure 2 is a simplified block diagram illustrating different modules of the : system 10 in accordance with an example embodiment of the invention. The system 10 comprises different modules including a database module 32, a checking module 34, a verifying module 36 and a result generation module 38.

These modules 32, 34, 36 and 38 need not necessarily be consolidated into one device. The modules 32, 34, 36 and 38 can be hosted either at a central host, or alternatively can be hosted in both the POS station 20 and a central server 24. Preferably, the checking module 34 together with the verifying module 36 are hosted together in a central server 24 within a retail store, with the database module 32 hosted in a remote server and the result generation module 38 hosted in the POS station 20. The modules may be hosted or consolidated in any manner which will allow the operation of the system 10.

The database module 32 contains bar code identifiers associated with the products and the rewards. Figure 3 illustrates the data structure of the bar code identifiers stored in the database module 32. The database module 32 can also be maintained by a third party i.e. the database can be hosted on the third party's servers. The third party can be the supplier of the product on promotion.

The checking module 34 allows for the comparison of the scanned bar code identifier with the bar code identifiers 40, stored in the database 32. It will be appreciated by a person skilled in the art that the checking module 34 can be implemented in a number of ways. In one example embodiment the checking module 34 is implemented by a technique where, for example, the scanned reward bar code identifier is received and used as an input and sent to the verifying module 36. The checking module 34 will either reject or accept the scanned reward bar code identifier. The checking module 34 will reject the scanned reward bar code identifier for a number of possible reasons. For example, if the expiry date of the promotion has lapsed the reward bar code identifier will be rejected.

The verifying module 36 verifies the correct bar code identifier 40 which matches with the scanned reward bar code identifier. The verification can be achieved in any manner appropriate.

Figure 2 also illustrates the result generation module 38 which generates a message relating to the reward. The reward can be a discount on a purchase price of the product and the discount can range from 0% to 100%. in one example embodiment, the reward is a voucher for the consumer to use in a manner specified on the voucher. Alternatively, the reward includes points loaded to the customer's loyalty card. The reward could take various other forms. : - The message relating to the reward can be displayed in a number of ways. In one example embodiment, the reward procedure can include generating a print out of the voucher on a receipt 22 generated by the POS station. The voucher might entitle the consumer to either receive a free meal at another retail store or entitle the consumer to obtain a different product for free, for example. The reward information and the manner in which the voucher is to be used will be printed out clearly on the voucher.

Referring to Figure 3, the Figure shows a data structure of the database 32. It will be appreciated that the data can be captured and read in any format or computer language which will allow the operation of the system.

In one example embodiment, the database 32 includes bar code identifiers 40.

The bar code identifiers 40 can take at least two forms, i.e. reward bar code - identifiers 42 and the product bar code identifiers 44.

The reward bar code identifiers 42 associate the identity number of the product (BAR CODE IDENTIFIER A_ID), the description of the product (BAR CODE

IDENTIFIER A_PRODUCT), the reward (BAR CODE IDENTIFIER

A_REWARD), and the expiry date of the promotion of the product (BAR CODE

IDENTIFIER A_EXPIRY), with “A” representing a particular product on promotion. The information to be stored is not limited to the above information only.

The product bar code identifiers 44 associate the identity number of the product (BAR CODE IDENTIFIER X_ID), the description of the product (BAR

CODE IDENTIFIER X_PRODUCT) and the purchase price of the product (BAR

CODE IDENTIFIER X_PURCHASE PRICE).

To provide an example, the retailer (or the supplier of the product) can_select at least one product to be promoted. The product will have a product bar code identifier. The promotion of a product can be necessitated by various possible reasons. For example, the product can be a new or a product for which sales are to be increased. For these products, the retailer will want to promote an awareness of the product to the consumers.

Once the product is chosen by the retailer, the retailer can select various rewards to be associated with the product. The reward can be a discount on a purchase price of the product and the discount can range from 0% to 100%.

The reward can also be a voucher for the consumer to use or it can be the loading of points to the customers loyalty card.

A database 32 will be compiled, where the database can include the product bar code identifier. The product bar code identifier will be associated with the identity number of the product, the description of the product and the purchase price of the product. Furthermore, the reward chosen by the retailer for the chosen product will have a reward bar code identifier. Typically, where the retailer has chosen to promote “Enterprise Polony”, the retailer can select 3 different rewards, e.g., a reward of 5%, 10% and 100%. The reward bar code identifiers will be associated with the identity number of the product, the description of the product, the respective rewards, and the expiry date of the promotion of the product.

A consumer can select a product from the shelf and presents the product at . the POS station. The product is thus scanned at the POS station with the appropriate scanner. The scanned bar code identifier is received by the’ database, hosted in the server 24. In the database, alternatively in the server but separate from the database 32, a comparison is performed between the scanned bar code identifier and the bar code identifiers stored in the database 32. The scanned bar code, in this example, will be the product bar code identifier.

From Figure 3, it is clear that the scanned bar code identifier can be searched under reward bar code identifiers or under product bar code identifiers. In this specific example, the scanned bar code identifier will be searched and compared with other products on promotion X, Y. When the scanned bar code identifier is found, the product represented by the scanned bar code identifier will further be compared with bar code identifiers BAR CODE IDENTIFIER

A_ID, BAR CODE IDENTIFIER B_ID, BAR CODE IDENTIFIER #_ID etc, to find the appropriate product. When the relevant product is found, then the relevant reward data associated with the relevant product will be retrieved.

The reward data will be sent to the POS station. The comparison of the products is optional, since the database might have only one product on promotion.

Referring to Figure 4 of the drawings, a simplified flow diagram of a method of . promoting a product, as hereinbefore described, is generally indicated by reference numeral 50. It will be noted that in one example embodiment, the : flow diagrams of the example method shown in Figure 4 can be employed by the system 10 of Figures 1 and 2. However, the method can also be employed in other systems not described in this application.

The method 50 comprises maintaining a database, at block 52, the database containing multiple reward bar code identifiers, each of the multiple reward bar code identifiers being associated with information relating to a reward.

The method 50 further comprises receiving, at block 54, a scanned reward bar code identifier associated with the product. It will be appreciated that any method of communication between the scanner and the method of receiving the reward bar code identifier can be used to achieve this method.

The method 50 further comprises comparing, at block 56, the scanned reward bar code identifier with the multiple bar code identifiers stored in the database 32 and determining an appropriate reward associated with the scanned reward bar code identifier.

The method 50 further comprises generating, at block 58, a message relating to the reward associated with the product.

The method 50 includes receiving a scanned product bar code identifier associated with the product.

The method 50 includes applying a discount to the purchase price of the product. If the discount is 100% off the purchase price of the product, the consumer is entitled to the product for free. If the discount is 20% off the purchase price, the method will apply the 20% off the purchase price and the consumer will be entitled to pay the outstanding amount. ) In a preferred embodiment, the method includes generating a print out of the discount on a receipt 22 generated by a POS station 20. Alternatively, the method 50 further includes generating a message to be displayed by the POS station.

In one example embodiment (not shown), the method can include generating a print out of the voucher on a receipt 22 generated by the POS station 20.

Alternatively, the method can include generating a print out of the points loaded onto the customer's loyalty card on a receipt 22.

Claims

SR © CTT -15- CLAIMS

1. A system for promoting a product, the system comprising: : a database containing multiple reward bar code identifiers, each of the multiple reward bar code identifiers being associated with information on a reward; a checking module to receive a scanned reward bar code identifier associated with a product; a verifying module to compare the scanned reward bar code identifier with the multiple bar code identifiers stored in the database and to determine the appropriate reward associated with the scanned reward bar code identifier; and a result generation module to generate a message relating to the reward associated with the product.

2. A system according to claim 1 wherein the modules are hosted in a central server.

3. A system according to claim 1 wherein the modules are hosted in both a point of sale (POS) station and a central server.

4. A system according to claim 3 wherein the checking module and the verifying module are hosted in a central server within a retail store, with the database module being hosted in a remote server and the result generation module being hosted in the POS station.

5. A system according to any one of claims 1 to 4 wherein each of the multiple reward bar code identifiers is further associated with information on a particular product to which the reward relates.

6. A system according to claim 5 wherein more than one reward bar code identifier is associated with the same product thereby defining a particular product promotion.

7. A system according to claim 5 or claim 6 wherein the system further includes a promotion of multiple products, the multiple reward bar code identifiers being associated with information on more than one product.

8. A system according to any one of claims 1 to 7 wherein the database contains multiple product bar code identifiers, each of the product bar code identifiers being associated with product information, including a purchase price for the product.

9. A system according to claim 8 wherein the checking module is arranged to receive a scanned product bar code identifier associated ~ with a product, and the verifying module is arranged to determine the : : appropriate reward associated with the reward bar code identifier only if the product bar code identifier is associated with the same product as the reward bar code identifier.

10. A system according to claim 9 wherein the reward is a discount on a purchase price of the product.

11. A system according to claim 10 wherein the discount ranges from 0% to

12. A system according to claim 9 wherein the reward is a voucher for a customer to use in a manner specified on the voucher.

13. A system according to claim 12 wherein the reward comprises points loaded onto a loyalty card of the customer.

14. A system according to any one of claims 5 to 13 wherein the information on the product associated with the reward bar code identifier includes a description of the product, the purchase price of the product, an expiry date of the promotion of the product and the number of products which are still in stock.

15. A system according to any one of claims 9 to 11 wherein the result generation module is arranged to apply the discount to the purchase Co price of the product.

16. A system according to claim 15 wherein the result generation module is arranged to generate a print out of the discount on a receipt generated by a POS station.

17. A system according to claim 15 wherein the result generation module is arranged to generate a message to be displayed by a POS station.

18. A system according to claim 12 wherein the result generation module is arranged to generate a print out of the voucher on a receipt generated by a POS station.

19. A system according to claim 13 wherein the result generation module is arranged to generate a print out of the points loaded onto the customer's loyalty card on a receipt generated by a POS station.

20. A method of promoting a product, the method comprising: maintaining a database containing multiple reward bar code identifiers, each of the multiple reward bar code identifiers being associated with information on a reward; receiving a scanned reward bar code identifier being associated with the product; comparing the scanned reward bar code identifier with the multiple bar code identifiers stored in the database and determining an appropriate reward associated with the scanned reward bar code identifier; and generating a message relating to the reward associated with the product. }

21. A method according to claim 20 wherein each of the multiple reward bar code identifiers is further associated with information on a particular product to which the reward relates.

22. A method according to claim 20 or claim 21 wherein more than one reward bar code identifier is associated with the same product.

23. A method according to any one of claims 20 to 22 wherein the database contains multiple product bar code identifiers, each of the product bar code identifiers being associated with product information, including a purchase price for the product.

24. A method according to any one of claims 20 to 23 including receiving a scanned product bar code identifier associated with the product.

25. A method according to claim 24 further including determining an appropriate reward associated with the reward bar code identifier only if the product bar code identifier is associated with the same product as : the reward bar code identifier.

26. A method according to claim 25 wherein the reward is a discount on a purchase price of the product.

27. A method according to claim 26 wherein the discount ranges from 0% to 100%.

28. A method according to claim 25 wherein the reward is a voucher for the : customer to use in a manner specified on the voucher.

29. A method according to claim 28 wherein the reward comprises points loaded onto a loyalty card of the customer.

30. A method according to claim 26 or claim 27 including applying the discount to the purchase price of the product.

31. A method according to claim 30 including generating a print out of the discount on a receipt generated by a POS station.

32. A method according to claim 30 including generating a message to be displayed by a POS station. :

33. A method according to claim 28 including generating a print out of the voucher on a receipt generated by a POS station.

34. A method according to claim 29 including generating a print out of the points loaded onto the customer's loyalty card on a receipt generated by a POS station.

35. A method according to any one of claims 20 to 29 including printing the reward bar code identifiers on a coupon associated with the product, such that when the consumer selects the product from a shelf, the consumer is also provided with the coupon.

36. A method according to claim 35 wherein the coupon is a game card.

37. A method according to claim 35 or 36 further including presentation of the coupon or the game card together with the product on promotion to a POS station.

38. A method according to claim 37 including scanning the bar code identifier on the coupon or game card and the bar code identifier on the product on promotion. :

39. A method according to any one of claims 35 to 38 wherein information on the bar code identifier on the coupon includes one or more of a description of the product, the purchase price of the product, an expiry date of the promotion of the product, the number of products which are still in stock and information on the reward.

40. A system for promoting a product substantially as herein described with reference to the accompanying drawings.

41. A method of promoting a product substantially as herein described with reference to the accompanying drawings.

DATED THIS 8™ MAY 2009. : SPOOR & FISHER APPLICANT'S PATENT ATTORNEYS