ITAL20010006A1 - PROCEDURE AND MEANS TO CREATE AND MANAGE ETHERPORARY AND / OR PROJECTED ADVERTISING MESSAGES ON A POINT OF SALE, IN PARTICULAR FOR - Google Patents

Description

DESCRIPTION of the Industrial Invention entitled:

"Process and means for creating and managing impromptu and / or programmed advertising messages at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products."

TEXT OF THE DESCRIPTION

The present invention relates to a process and the relative means for its implementation which can be used to create and remotely manage extemporaneous and / or programmed advertising messages at the point of sale.

In particular, the invention relates to a process and the relative means suitable for creating and managing any type of visual, advertising or information message, which can be used to attract the attention of consumers to one or more commercial products present in one or more positions of one or more multiple points of sale, highlighting particular products or events related to them, such as special offers, the arrival of new products, discounts, etc. etc.

Usually, inside a sales space, especially if large as the structures known by the definitions: department stores, supermarkets, hypermarkets or other, for example part of a more or less large commercial chain, to attract the 'attention of visitors, potential consumers, static means are used such as tags, placards, billboards, posters and the like.

This type of signage is to be created ad hoc for each individual promotional action and is relatively laborious to produce and consequently high cost, moreover it does not always manage to "capture" the attention of the consumer visitor in a convenient way.

Furthermore, considering the particular type of these large stores, usually belonging to commercial chains, it is practically impossible, with the means currently available to customer marketing operators, to create and manage one or more targeted promotional moments at the same time on several stores. involving the same products or different products, and even when this was possible, the high production costs and the subsequent destruction of all the material created for the occasion and no longer usable after the promotion period itself, sometimes very short period, must be calculated (even a few days).

The present invention therefore aims to solve the aforementioned problems by providing the operators concerned with a process and the relative means that can be used to create and manage at a distance, directly or through third parties, impromptu and / or programmed advertising messages in points of sale, without that investments are necessary for the creation of static "non-returnable" information material.

Another object of the present invention is to provide an integrated system that can be expanded and adapted to the specific needs and characteristics (for example quantity, size, location) of the point of sale in which it must operate and also be applied simultaneously in several points of the same shopping center, on several products, even different from each other, and in several shopping centers at the same time, using existing technologies for the generation, transmission and presentation of information.

Yet another object of the present invention is to provide a new process for implementing a system of improved capture of the localized attention of even unskilled consumers, so as to make promotions and / or offers economically interesting, also for the seller. highlighted, minimizing the risk that they will go substantially unnoticed.

The characteristics and the many advantages of the invention will be better understood by referring to the description that will follow considered together with the accompanying non-scale exemplary drawings of some preferred among the advantageous and various embodiments of the invention, illustrated by way of simple example, therefore not limitative, in the attached drawings tables, in which:

Fig. 1 schematically illustrates the paths of the data generated and transmitted by the means for implementing the process according to the invention;

Fig. 2 schematically illustrates the point of arrival of the information referred to in the paths of figure 1, consisting of at least one single-color or multicolored LED display positioned, for example, on a linear shelf in the figure above and on a display unit from the ground in the figure below;

Fig. 3 schematically illustrates an embodiment of the process according to the invention using an infrared transmission system;

Fig. 4 schematically illustrates an embodiment of the process according to the invention using a transmission system exploiting the PSTN technology;

Fig. 5 schematically illustrates an embodiment of the process according to the invention using a transmission system using GSM technology;

Fig. 6 illustrates in more detail an embodiment of the method according to the invention serving multiple display terminals using a transmission system based on PSTN technology;

Fig. 7 illustrates in more detail an embodiment of the method according to the invention serving multiple display terminals using a transmission system based on GSM technology.

DETAIL OF THE PREFERRED FORMS OF REALIZATION

With reference to the drawings, in which the same reference numbers indicate identical parts corresponding or identical components in the various figures, the invention comprises at least one single-color or multi-colored LED display preferably but not exclusively positioned in correspondence with the product to be highlighted, said display constituting the terminal of arrival and transformation into optical signals (lights) of the data produced, managed and sent through a computer-transmitter system.

The local or decentralized computer-transmitter system consists of:

A - For the procedure using infrared transmission technology: at least one infrared keyboard (2) capable of activating the relative single-color or multicolored LED display (1);

B - For the procedure using PSTN transmission technology: at least a personal computer (3) or any similar data processor, connected by cable to a modem (4) in turn connected by cable to a receiving modem (4a), connected to one or more single-color or multicolored (lb) luminous LED displays, or connected, via radio link (5), to a corresponding receiving system (6) present on the single-color or multicolored luminous LED display (s) (le).

C - For the procedure using GSM transmission technology: at least one personal computer or similar data processor (3 a) connected by cable to a GSM modem (4b) connected to a GSM repeater (7) which transmits to a second GSM repeater (8) connected to a second GSM modem (4c) in turn connected to at least one single-color or multicolored LED display (1d).

The personal computer (3, 3a) or any equivalent data processing system is located at an operating center remote or close to the shopping center or shopping centers to be served (registered users) and is configured and equipped in such a way to perform the functions required by the process according to the invention; it can also be connected, through any communication system, for example a public or private telephone system with cable, or without cable, or any system that allows user access to the Internet, to a network of service computers of a plurality of creative suppliers constituting an external extension of the operational center itself.

The operational center also preferably includes means for accessing a database of registered users and for connection with the receiving terminal systems (single-color or multicolored luminous LED displays) located near them.

EXAMPLES OF OPERATION

Example 1 (Process using infrared transmission technology)

The user of the system, for example a customer marketing operator, writes the message to appear on the display (s) that can be activated from the keyboard.

Example 2 (Procedure using PSTN transmission technology) A personal computer or equivalent installed at the remote operations center, for example at the service provider, will transmit, through the normal telephone line, the message to be shown on the display (s) it reachable. The message transmitted may also differ from shopping center to shopping center, depending on the information that the registered user will send, using any suitable means of communication, to the remote operations center. In the event that the location of the various displays makes it necessary to amplify the signal, this can be obtained by installing one or more radio links at the point of sale. Remote viewing is achieved using BRM box (Box Radio Modem) and with display with 15 static visual characters and 500 scrolling characters and radio receiver. The BRM boxes are of two models: ANALOG BRM for analog telephone lines, and ISDN BRM, for ISDN telephone lines and their use will depend on the characteristics of the local telephone network. The boxes in question have a modem capable of receiving data from the distribution system, a microprocessor card for checking data consistency and a radio transmitter that allows, when necessary, to reach the local displays without laying cables. . The use of the public telephone network for the transmission of messages allows you to manage displays installed in all the locations reached by this service.

Example 3 (Procedure using GSM transmission technology) A personal computer or equivalent installed at the remote operating center, for example at the service manager, will transmit, through a GSM repeater, the message to be displayed on the displays located at all points of sale that have joined the service (registered users). Remote viewing is achieved using BM (Box Modem Gsm) and BRM (Box Radio Modem Gsm) boxes and with display with 15 static visual characters and 500 scrolling characters and radio receiver. The BM boxes allow you to reach the displays directly through the GSM network. The BRM GSM box allows you to reach up to 32 displays with a single GSM card. The boxes in question have a GSM modem that allows you to receive data from the distribution system, a microprocessor card to check the consistency of the data and, optionally, a radio transmitter that allows, when necessary, to reach more displays. premises without laying cables.

The use of the GSM telephone network for the transmission of messages allows you to manage displays installed in all the locations reached by this service.

CONCLUSIONS

The method according to the invention, as described, illustrated in the examples and, in the accompanying drawings, allows to send a message to "n" shopping centers, the same or different center by center, through a data transmission and management software information, readable on special terminals consisting in particular of single-color or multicolored LED displays. This procedure allows the consumer who enters one of the connected points of sale to read communications such as: "OFFER OF THE DAY 50% DISCOUNT ON XXYY BEER" by means of a scrolling written by means of single-color or multicolored luminous LEDs. The terminals (single-color or multicolored bright LED displays) are placed directly on shelves of any type containing the products to be promoted or on special supports, from the ground or suspended, at any point in the exhibition area.

The information regarding the message (s) to be presented on the display (s) located in the shopping center (s) will be exchanged between the operations center and the point of sale (registered user) in order to create, present, modify or replace said messages in real time also, if necessary, on all displays present in all shopping centers connected to the operations center. The luminous messages transmitted by the displays can also be integrated by graphic messages, for example by making the display scroll window appear from an advertising panel of any shape and size showing any other information or decorative elements, or by operating with single-color or bright LED displays. multicolored configurable or using other multimedia displays that can be controlled from the operating center.

The invention achieves the intended purposes, it being understood in any case that it is not limited to the embodiments described and illustrated merely by way of non-limiting example, but can be widely varied and modified, as a whole and in individual details, according to the specifications. requirements and convenience of implementation, especially considering the technical and functional means used which can be replaced by other equivalent ones without thereby abandoning the guiding principle and the characteristics set out above and claimed hereinafter.

Claims (12)

CLAIMS 1. Process and means for creating and managing extemporaneous and / or programmed advertising messages at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products, characterized by the fact that the The process involves the production and management of data by at least one remote data processing system, their transmission using PSTN transmission systems, GSM transmission systems, infrared rays depending on the case, and at least one single-color or bright LED display multicolored positioned preferably but not exclusively in correspondence with the product and the products to be highlighted in at least one point of sale. 2. Process for remotely creating and managing impromptu and / or programmed advertising messages at the point of sale, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products, according to claim 1, characterized by fact that it allows to send to “n” shopping centers a message, the same or different center by center, through a data transmission and information management software. 3. Procedure and means for implementing the procedure for creating and managing impromptu and / or programmed advertising messages at the point of sale at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products , according to claim 1, characterized by the fact that the means for carrying out the method using the PSTN transmission technology, consist of at least one personal computer (3) or any similar data processor, connected by cable to a modem ( 4) in turn connected by cable to a receiving modem (4a), connected to one or more single-color or multicolored LED displays (lb), or connected, via radio link (5) to a corresponding receiving system (6) present on the single-color or multicolored LED displays (le). 4. Procedure and means for the implementation of the procedure for creating and managing impromptu and / or programmed advertising messages at the point of sale, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products. , according to claim 1, characterized by the fact that the means for carrying out the method using the GSM transmission technology are constituted by at least one personal computer (3 a) or any similar data processor, connected by cable to a modem GSM (4b) connected in turn to a GSM repeater (7) which transmits to a second GSM repeater (8) connected to a second GSM modem (4c) in turn connected to at least one single-color or multicolored LED display (ld ). 5. Procedure and means for the implementation of the procedure to create and manage extemporaneous and / or programmed advertising messages at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer products and not , according to claim 1, characterized by the fact that, for the implementation of the method using infrared transmission technology, the means consist of at least one infrared keyboard (2) capable of activating at least one single-color or bright LED display. multicolored (1). 6. Procedure and means for the implementation of the procedure to create and remotely manage impromptu and / or programmed advertising messages at the point of sale, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products. , according to the preceding claims, characterized by the fact that the terminals (single-color or multicolored luminous LED displays) are positioned directly on the shelves containing the products to be promoted. 7. Procedure and means for the implementation of the procedure to create and manage extemporaneous and / or programmed advertising messages at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer products and not , according to claims 1 to 4, characterized by the fact that the terminals (single-color or multicolored LED displays) are positioned on special supports, from the ground or suspended, at any point in the exhibition area. 8. Procedure and means for implementing the procedure for creating and managing impromptu and / or programmed advertising messages at the point of sale at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products , according to the preceding claims, characterized by the fact that the information regarding the message (s) to be presented on the display (s) located in the shopping center (s) are exchanged between the operations center and the point of sale (registered user) in order to create, present, modify or replace these messages in real time also, if necessary, on all displays present in all connected shopping centers. 9. Procedure and means for implementing the procedure for creating and managing impromptu and / or programmed advertising messages at the point of sale at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products , according to the preceding claims, characterized by the fact that the information regarding the message (s) to be presented on the display (s) located in the shopping center (s) can also be integrated with graphic messages, for example by making the display scroll window appear from an advertising panel of any shape and size bearing any other information or decorative elements. 10. Procedure and means for the implementation of the procedure for creating and managing impromptu and / or programmed advertising messages at the point of sale, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products , according to the preceding claims characterized by the fact that the messages transmitted by the display or displays can be obtained by operating with configurable single-color or multicolored luminous LED displays. 11. Procedure and means for implementing the procedure for creating and managing impromptu and / or programmed advertising messages at the point of sale at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer and non-consumer products , according to claims 1 to 9, characterized in that the messages transmitted by the display or displays can be obtained by operating with multimedia displays that can be controlled from the operating center. 12. Process and means to create and manage extemporaneous and / or programmed advertising messages at a distance, in particular for chains of department stores, supermarkets and similar structures for the sale of consumer products and not, in whole or in part as described, illustrated and for the purposes set out above.