JP7101382B2 - Promotion server, promotion method, and program - Google Patents

Description

The present invention relates to a sales promotion server, a sales promotion method, and a program.

In the economic market, it is important to strategically carry out advertising based on so-called marketing in order to motivate general consumers to purchase and promote products. Especially in recent years, with the diversification of consumer needs, not only the traditional method of providing uniform advertising to the majority of consumers, but also the advertising customized for each consumer is provided to individuals. Attention is being paid to the method provided by.

For example, Patent Document 1 discloses a system that configures an advertisement customized for each consumer based on the purchase behavior of the consumer at a retail store and electronically distributes the advertisement to a computer used by each consumer. Has been done.

Special Table 2002-540489

However, in the system disclosed in Patent Document 1, cookie given from the server of the advertisement provider when each consumer accesses the website is used as the identifier of the computer used by each consumer. Then, when each consumer accesses the website of the advertisement provider, the advertisement is displayed on the website browsed by each consumer. Therefore, according to this system, the advertisement of the advertisement provider can be displayed on the website regardless of the intention of the consumer, and the advertisement may be avoided by the consumer.

Therefore, an object of the present invention is to provide a sales promotion server, a sales promotion method, and a program capable of providing sales promotion information according to an active action by a customer.

In the sales promotion server according to one aspect of the present invention, the first customer identifier for identifying a customer offline and the purchase history of the customer identified by the first customer identifier are stored in association with each other. A sales promotion server that can access the purchase history database, and the sales promotion server has a reception unit that accepts input of a first customer identifier from a customer and a second customer identifier for identifying the customer online. The customer's purchase history is based on the storage unit that stores the first customer identifier in association with each other and the first customer identifier that is stored in association with the second customer identifier in the storage unit from the purchase history database. The acquisition unit for acquiring information, the component unit that constitutes sales promotion information for customers based on the purchase history information acquired by the acquisition unit, and the sales promotion information composed by the component unit are obtained by a second customer identifier. Includes a provider that provides electronically on the identified customer's terminal or account.

In the sales promotion method according to one aspect of the present invention, the first customer identifier for identifying a customer offline and the purchase history of the customer identified by the first customer identifier are stored in association with each other. A method of executing a promotion process on a sales promotion server that can access a purchase history database, for the sales promotion server to accept input of a first customer identifier from a customer and to identify a customer online. The first customer identifier is associated with the second customer identifier and stored in the storage unit, and the first customer stored in association with the second customer identifier in the storage unit from the purchase history database. Acquiring the purchase history information of the customer based on the identifier, configuring the sales promotion information for the customer based on the acquired purchase history information, and the configured sales promotion information as the second customer identifier. Includes providing electronically on the customer's terminal or account identified by.

In the program according to one aspect of the present invention, the purchase history stored in association with the first customer identifier for identifying a customer offline and the purchase history of the customer identified by the first customer identifier. A computer that can access the database accepts the input of the first customer identifier from the customer, and stores the first customer identifier in association with the second customer identifier for identifying the customer online. Acquiring the purchase history information of the customer from the purchase history database based on the first customer identifier stored in association with the second customer identifier in the storage unit. To configure sales promotion information for a customer based on the purchase history information, and to electronically provide the configured sales promotion information on the customer's terminal or account identified by the second customer identifier. To execute.

According to the present invention, it is possible to provide a sales promotion server, a sales promotion method, and a program capable of providing sales promotion information according to an active action by a customer.

It is a block diagram which shows the schematic structure of the sales promotion system which concerns on one Embodiment of this invention. It is a figure which shows the image of an example of the data stored in the purchase history database 70. It is a figure which shows an example of the functional structure of the information processing terminal 30 and the server apparatus 50 in this embodiment. It is a figure which shows the image of an example of the data stored in the storage part 206. It is a figure which shows the image of an example of the data stored in the storage part 206. It is a flowchart which shows the processing process which an advertisement is provided to a customer in a sales promotion system 1.

An embodiment of the present invention will be described with reference to the accompanying drawings. In each figure, those with the same reference numerals have the same or similar configurations.

The configuration of the sales promotion system according to the present embodiment will be described with reference to FIG. FIG. 1 is a block diagram showing a schematic configuration of a sales promotion system according to an embodiment of the present invention. As shown in the figure, the sales promotion system 1 can present the sales promotion information customized for each customer to the target customer online based on the offline purchasing behavior of the product or the like of each customer. In the present specification, the "customer" refers to a general consumer (so-called end user) who purchases a product or the like, and the "product or the like" includes a product or service to be bought or sold. Further, "offline" refers to work performed without going through a computer network, and for example, "offline purchasing behavior" refers to behavior in which a customer goes to a store such as a retail store to purchase a product or the like. .. On the other hand, "online" refers to work that includes, at least in part, a process performed over a computer network.

The sales promotion system 1 includes, for example, information processing terminals 10a, 10b, 20a, 20b, 30a, 30b, 40, a server device 50, a POS device 60a, 60b, and a purchase history database 70. The information processing terminals 10a, 10b, 20a, 20b, 30a, 30b, 40 and the server device 50 are configured to be able to communicate with each other via the communication network 80, respectively. The communication network 80 may be, for example, a wired or wireless communication network such as the Internet, WAN or LAN, or a composite thereof, but is not limited thereto.

The information processing terminal 10 (10a, 10b) is a terminal provided in a retail store such as a supermarket that sells groceries, daily necessities, and the like. The retail store A and the retail store B access the communication network 80 by the information processing terminals 10a and 10b, respectively, and communicate with the information processing terminal 40 provided in the management company.

The information processing terminal 20 (20a, 20b) is, for example, a terminal provided by a manufacturer that manufactures various products and the like. The maker A and the maker B access the communication network 80 by the information processing terminals 20a and 20b, respectively, and communicate with the information processing terminal 40 provided by the management company.

The information processing terminal 30 (30a, 30b) is a terminal of each customer. The customer A and the customer B can access the communication network 80 by the information processing terminals 30a and 30b, respectively, and can receive and browse the sales promotion information described later. In addition, customer A and customer B each own one or more membership cards 31 (31a, 31b) issued by each retail store, and when they go to the retail store to purchase products, the retail store concerned. The membership card 31 corresponding to the store shall be presented. A member ID is attached to the membership card 31, and the member ID functions as a customer identifier (first customer identifier) for identifying a customer in offline purchasing behavior. The membership card 31 includes, but is not limited to, for example, a point card issued by a retail store. The offline customer identifier is not limited to the member ID given to the membership card, and is not particularly limited as long as it is an identifier associated with the customer's offline purchasing behavior. For example, the offline customer identifier may be an identifier used for payment, such as a credit card, debit card, or prepaid card.

The information processing terminal 40 is a terminal provided by a management company. The management company includes a sales promotion company, and analyzes the purchasing behavior of each customer in order to match the needs of each customer with, for example, the products sold at retail stores or the products manufactured by the manufacturer. , Promote sales. In the present embodiment, the management company configures the sales promotion information and electronically provides the configured sales promotion information to the information processing terminal 30 of each customer. The information processing terminals 10, 20, 30 and 40 are composed of a general-purpose computer such as a personal computer and a mobile communication device such as a tablet terminal or a mobile phone.

Here, the sales promotion information is information having a function of promoting sales of products and the like. Specifically, the sales promotion information includes information that directly motivates customers to purchase, such as information on bargain products and coupons customized for each customer. In addition, sales promotion information includes information on cooking recipes that can be made from bargain products and coupon target products, and information on campaigns and free gift services that can be enjoyed by purchasing specific products. Contains information that indirectly motivates customers to buy. These sales promotion information is composed of the management company based on the information provided from each retail store and each manufacturer to the management company via the communication network 80. In addition, when it is not necessary to make a distinction in the following description, these sales promotion information may be simply referred to as "advertisement".

The server device 50 is a host computer provided by the management company. The functional configuration of the server device will be described later.

The POS (Point of Sales) device 60 (60a, 60b) is a device provided in each of the retail store A and the retail store B, and includes, for example, a cash register and a code reader. When a customer purchases a product or the like, the POS device 60 acquires product information by reading an identifier (for example, a barcode) attached to the product with a code reader, and combines the acquired product information with the sale date and time and the like. And sends it to the purchase history database 70.

The purchase history database 70 stores purchase history information transmitted from the POS device 60. Although two POS devices 60a and 60b are shown in FIG. 1 for convenience of explanation, the purchase history database 70 contains purchase history information from a large number of POS devices nationwide sequentially or periodically at predetermined intervals. It is transmitted and stores purchase history information by a huge number of customers, for example, millions of people every day.

FIG. 2 is a diagram showing an image of an example of data stored in the purchase history database 70. In the purchase history database 70, the product information and the customer identifier that identifies the customer who purchased the product or the like offline are associated and stored as purchase history information. Specifically, the purchase history information includes, for example, a member ID of a retail store that has purchased a product or the like, a product item, a product ID, a price, a purchase date and time, a place of purchase, and the like. In this embodiment, as the product ID, a product identifier that can uniformly identify the same product sold at different retail stores may be used. As a result, even products registered under different classifications or product names for each retail store and fresh foods such as vegetables manufactured by individuals can be centrally managed.

The management company can refer to the purchase history database 70 by using the information processing terminal 40. As a result, the management company analyzes the sales trend of the product, the tendency of the purchasing behavior for each customer, and the like based on the purchasing history information stored in the purchasing history database 70.

Next, the processing method in the sales promotion system 1 will be described with reference to FIGS. 3 to 5. FIG. 3 is a diagram showing an example of the functional configuration of the information processing terminal 30 and the server device 50 in the present embodiment. Since the information processing terminals 10, 20 and 40 can have the same configuration as the information processing terminal 30, detailed description thereof will be omitted.

The information processing terminal 30 has, for example, a control unit 100, an input / output unit 101, a storage unit 102, and a communication unit 103 as functional configurations. As a physical configuration, the information processing terminal 30 includes, for example, a control unit including a CPU (Central Processing Unit) and a memory, a communication unit, an input / output unit, a storage unit, and the like. Each function is realized by the CPU executing a predetermined program stored in the memory.

The server device 50 has, as functional configurations, for example, a registration reception unit 200, a purchase history information acquisition unit 201, an advertisement configuration unit 202, an advertisement provision unit 203, a browsing determination unit 204, and a purchase evaluation unit 205. , A storage unit 206, and a communication unit 207. As a physical configuration, the server device 50 includes, for example, a control unit including a CPU and a memory, a communication unit, an input / output unit, a storage unit, and the like. Each function is realized by the CPU executing a predetermined program stored in the memory. Among the functions provided in the server device 50, the registration reception unit 200, the purchase history information acquisition unit 201, the advertisement configuration unit 202, the advertisement provision unit 203, the browsing determination unit 204, and the purchase evaluation unit 205 are described below. Will be explained in detail in.

The registration reception unit 200 accepts the registration of the member ID by each customer. Specifically, each customer accesses the application operated by the management company by using his / her login ID, and registers the member ID (that is, the offline customer identifier) given to the membership card owned by the customer. Further, each customer may register an account ID (that is, an online customer identifier) in another application that he / she uses in the information processing terminal. At this time, each customer may register a plurality of member IDs or a plurality of account IDs. The registered one or more member IDs and one or more account IDs are associated with each other and stored in the storage unit 206 of the server device 50. Here, the other application used by the customer may be, for example, another application operated by a management company, or an application operated by another company such as an application having a chat function. In the following, a case where an account ID in an application having a chat function is registered will be described as an example.

FIG. 4 is a diagram showing an image of an example of data stored in the storage unit 206. As shown in FIG. 4, the storage unit 206 stores the offline member ID and the online account ID in association with each other with respect to the login ID of the application managed by the management company. Both the login ID and the account ID function as a customer identifier (second customer identifier) for identifying a customer online. As a result, the management company can associate the offline purchase history information of a specific customer (hereinafter, also referred to as “target customer”) with the online account of the target customer.

If the customer has a plurality of membership cards, the customer can register the membership IDs given to the plurality of membership cards. In other words, the customer can associate a plurality of offline member IDs with one online account ID used by the customer. As a result, the management company can centrally manage the purchasing behavior of the same customer at different retail stores, and can analyze the purchasing behavior of the customer beyond the framework of the retail store.

Returning to FIG. 3, the purchase history information acquisition unit 201 acquires the purchase history information of each customer with reference to the purchase history database 70. As described above, since the purchase history information is stored in association with the member ID, the purchase history information acquisition unit 201 can acquire the purchase history information of the target customer based on the member ID.

The advertisement configuration unit 202 configures an advertisement customized to be suitable for the target customer based on the purchase history information acquired by the purchase history information acquisition unit 201. The composition of the advertisement is, for example, the same product as the product purchased by the target customer within the predetermined period in the past, the product similar to the product purchased by the target customer within the predetermined period in the past, or , It is made based on the analysis result that the target customer frequently purchases the product at the same time as the product purchased within the predetermined period in the past.

The advertisement providing unit 203 electronically provides the advertisement configured by the advertisement component unit 202 on the account of the application of the target customer specified by the account ID. The timing at which the advertisement is provided is, for example, the period when the product is bargain, the period when the coupon or campaign is carried out, or if the product is purchased regularly by the customer at a predetermined frequency. Including when it matches the frequency. The timing at which the advertisement is provided from the management company to the customer's information processing terminal is not limited to the operation of the application. For example, in the case of an application having a chat function, an advertisement may be delivered by a message or the like even when the target customer does not operate the application.

The browsing determination unit 204 determines whether or not the target customer has actually viewed the advertisement provided by the advertisement providing unit 203. The judgment of browsing may be made based on whether or not a display indicating that the delivered advertisement is in the viewed state (for example, "read" display, etc.) is displayed, or the provided advertisement is clicked. Alternatively, it may be done depending on whether or not it has been tapped.

The purchase evaluation unit 205 evaluates whether or not there is a purchase behavior according to the advertisement by the target customer. For example, the purchase evaluation unit 205 evaluates whether or not the product related to the advertisement determined to have been viewed by the target customer in the browsing determination unit 204 has been purchased by the target customer within a predetermined period. Specifically, when the target customer purchases a product related to the advertisement at a retail store, this purchase history information is transmitted to the purchase history database 70. Therefore, the purchase history information acquisition unit 201 can evaluate whether or not the product has been purchased by the target customer by referring to the purchase history database 70. The predetermined period may be, for example, the period of the coupon or campaign when the advertisement is a coupon or campaign for a limited time. As a result, the management company can distinguish whether the target product was not purchased without viewing the advertisement provided to the customer, or whether the advertisement was viewed but the target product was not purchased. ..

FIG. 5 is a diagram showing an image of an example of data stored in the storage unit 206. As shown in FIG. 5, in the storage unit 206, in addition to the login ID, member ID, and account ID of the target customer, whether or not the management company provides the advertisement, whether or not the target customer browses the advertisement, and whether or not the target customer views the advertisement. Whether or not related products have been purchased is stored. In this way, the server device 50 manages the content of the advertisement provided to each customer, the viewing status of the advertisement, the purchasing status, and the like for each customer.

Note that FIG. 3 shows an embodiment in which various functions included in the server device 50 are configured in one device, but some or all of these various functions are configured outside the server device 50. The mode may be such that the external device is accessed via a communication network. Further, the server device 50 may be composed of a single computer, or may be composed of a plurality of computers distributed on a network. Also, a single computer may have multiple server functions.

Next, the operation procedure of the sales promotion system 1 according to the present embodiment will be described with reference to FIG. FIG. 6 is a flowchart showing a processing process in which an advertisement is provided to a customer in the sales promotion system 1.

First, the customer accesses the application operated by the management company by using his / her login ID, and registers the member ID and the account ID of the membership card owned by the customer (step S100). As a result, the member ID and the account ID are stored in association with the login ID in the storage unit 206 of the server device 50 of the management company. On the other hand, in daily life, the purchase history due to offline purchasing behavior such as a customer purchasing a product at retail store A and receiving a service at retail store B is stored in the purchase history database 70 via the POS device 60. It will be accumulated.

Next, the purchase history information acquisition unit 201 of the server device 50 acquires the purchase history information of each customer stored in the purchase history database 70 (step S101). Subsequently, the advertisement configuration unit 202 configures an advertisement customized for each customer based on the acquired purchase history information (step S102). Subsequently, the advertisement providing unit 203 electronically provides the configured advertisement to the target customer (step S103). The destination of the advertisement is specified by the account ID of the target customer registered in advance.

Next, the customer browses the advertisement delivered from the management company using the information processing terminal, goes to the retail store based on the advertisement, and purchases the product (step S104). When the product is purchased by the customer, the POS device 60 provided in the retail store transmits the purchase history information to the purchase history database 70 (step S105).

The browsing determination unit 204 of the server device 50 determines whether or not the customer has viewed the delivered advertisement (step S106). Subsequently, the purchase evaluation unit 205 evaluates whether or not there is a purchase behavior in response to the advertisement by the customer based on the purchase history information (step S107).

As described above, in the sales promotion system 1, the customer's member ID and the account ID are associated and stored in the server device 50 of the management company, and the purchase history information is associated with the customer's member ID in the purchase history database 70. Is stored. This allows the manager to serve customer-specific customized advertisements online based on the customer's offline purchasing behavior. Further, in the sales promotion system 1, the advertisement is provided triggered by the active action of the customer himself / herself registering the member ID and the account ID. Therefore, as compared with the system disclosed in Patent Document 1, in which the advertisement provider unilaterally delivers the advertisement, the advertisement is less likely to be shunned by the customer, and the convenience for both the manager and the customer is improved. do.

Further, according to the sales promotion system 1, it is possible to provide an advertisement on an application based on a registered account ID without the customer accessing a specific website. Therefore, the management company can provide the sales promotion information regardless of the access status of the customer's website. In addition, in the sales promotion system 1, since the account ID is registered as an online customer identifier, the advertisement can be similarly delivered to a terminal different from the terminal used at the time of registration. Therefore, as compared with the system disclosed in Patent Document 1, in which the number of terminals on which advertisements are provided is limited, the chances of providing advertisements to customers increase.

Further, in the sales promotion system 1, since the server device 50 has the browsing determination unit 204, it is determined whether or not the customer has actually browsed the advertisement. As a result, it is possible to analyze the effect of the sales promotion of the advertisement with higher accuracy than in the case of analyzing the purchasing behavior while it is unknown whether or not the customer browses.

Further, in the sales promotion system 1, when one customer owns a plurality of membership cards, the member IDs of the plurality of membership cards are registered in association with an identifier indicating the same customer. As a result, the management company can configure the advertisement based on the purchasing behavior of one customer across a plurality of retail stores.

Further, in the sales promotion system 1, a unified identifier is assigned to a product or the like including fresh food and stored in the purchase history database 70. As a result, the accuracy of analysis of purchasing behavior by customers is improved as compared with the configuration using purchase history information to which a unified identifier is not assigned, and as a result, sales promotion can be effectively performed.

The present invention is not limited to the above-described embodiment, and can be carried out in various other forms without departing from the gist of the present invention. Therefore, the above embodiments are merely examples in all respects and are not to be construed in a limited manner.

For example, in the above-described embodiment, an example in which an account ID in an application is used as an online customer identifier is shown, but the online customer identifier is not limited to the account ID. The online customer identifier can be, for example, the customer's email address, the IP address of the information processing terminal used by the customer, or the customer's server device when the customer accesses an application or website provided by the management company. It may be a customer or the like given to the information processing terminal. When the e-mail address is used as an identifier, the management company may send an e-mail to the customer as sales promotion information, and when the IP address or cookie is used as the identifier, the management company allows the customer to use the information processing terminal. Sales promotion information may be provided by displaying a banner or the like while browsing the website.

Further, in the above-described embodiment, an example is shown in which offline purchase history information is stored in the purchase history database 70 and an advertisement is configured based on the purchase history information. In addition to this, online. The purchase history may be stored in the purchase history database 70 or a new database, and the advertisement may be configured based on the online purchase history information. In this case, the customer may register the account ID on the website or application used when purchasing the product online, in the same manner as the method for registering the member ID described above. As a result, the management company can present sales promotion information based on online purchasing behavior in addition to offline purchasing behavior.

Further, in the above-described embodiment, an example in which the purchase history information is used to configure the sales promotion information is shown. However, in addition to the purchase history information, for example, the sales promotion information is used by using the personal information of the customer. It may be configured. The customer's personal information is entered into the database, for example, by the customer when the customer creates a membership card at a retail store, or by the customer using a terminal owned by the customer after purchasing the product. It may be stored.

Further, the above-mentioned processing steps can be arbitrarily changed in order or executed in parallel within a range that does not cause a contradiction in the processing contents. Further, the components of various devices and terminals are not limited to the components in the above-described embodiment, and any component can be added as needed.

1 ... Sales promotion system, 10a, 10b, 20a, 20b, 30a, 30b, 40 ... Information processing terminal, 31a, 31b ... Membership card, 50 ... Server device (sales promotion server), 60a, 60b ... POS device, 70 ... Purchase history database, 80 ... Communication network, 100 ... Control unit, 101 ... Input / output unit, 102 ... Storage unit, 103 ... Communication unit, 200 ... Registration reception unit (reception unit), 201 ... Purchase history information acquisition unit (acquisition unit) ), 202 ... Advertisement composition unit (configuration unit), 203 ... Advertisement provision unit (providing unit), 204 ... Browsing judgment unit (judgment unit), 205 ... Purchase evaluation unit (evaluation unit), 206 ... Storage unit, 207 ... Communication Department

Claims (6)

A sales promotion server that can access a purchase history database in which a first customer identifier for identifying a customer offline and a purchase history of a customer identified by the first customer identifier are associated and stored. The sales promotion server is
A reception unit that accepts input of multiple different first customer identifiers issued by different retailers from customers,
A storage unit that stores the plurality of first customer identifiers in association with the second customer identifier for identifying the customer online.
An acquisition unit that acquires a plurality of purchase history information of the customer associated with the plurality of first customer identifiers stored in the storage unit from the purchase history database.
Based on the plurality of purchase history information acquired by the acquisition unit , including the product identifiers that uniformly identify the same product sold at the different retail stores, the customer. The components that make up the sales promotion information and
Includes a provider that electronically provides sales promotion information configured by the component onto a customer's terminal or account identified by the second customer identifier.
Sales promotion server. A determination unit for determining whether or not the customer identified by the second customer identifier has viewed the sales promotion information provided by the provision unit, and a determination unit.
Further includes an evaluation unit for evaluating whether or not the customer has made a purchase behavior according to the sales promotion information.
The sales promotion server according to claim 1. The second customer identifier includes the IP address of the terminal used by the customer.
The sales promotion server according to claim 1 or 2 . The second customer identifier includes a cookie provided from the sales promotion server to the terminal.
The sales promotion server according to any one of claims 1 to 3 . Sales on a sales promotion server that can access a purchase history database in which a first customer identifier for identifying a customer offline and a purchase history of the customer identified by the first customer identifier are associated and stored. It ’s a way to execute the promotion process.
The sales promotion server
Accepting customer input of multiple different first customer identifiers, each issued by a different retailer ,
The second customer identifier for identifying the customer online is associated with the plurality of first customer identifiers and stored in the storage unit.
Acquiring a plurality of purchase history information of the customer associated with the plurality of first customer identifiers stored in the storage unit from the purchase history database.
Sales promotion information for the customer is provided based on the plurality of purchase history information including the product identifiers that uniformly identify the same product sold at the different retail stores, which is the acquired plurality of purchase history information. To configure and
The configured promotional information includes electronically providing on the customer's terminal or account identified by the second customer identifier.
Method. A computer that can access the purchase history database in which the first customer identifier for identifying the customer offline and the purchase history of the customer identified by the first customer identifier are associated and stored.
Accepting customer input of multiple different first customer identifiers, each issued by a different retailer ,
The second customer identifier for identifying the customer online is associated with the plurality of first customer identifiers and stored in the storage unit.
Acquiring a plurality of purchase history information of the customer associated with the plurality of first customer identifiers stored in the storage unit from the purchase history database.
Sales promotion information for the customer is provided based on the plurality of purchase history information including the product identifiers that uniformly identify the same product sold at the different retail stores, which is the acquired plurality of purchase history information. To configure and
To provide the configured sales promotion information electronically on the customer's terminal or account identified by the second customer identifier.
A program to execute.

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