JP2001243214A - Customer analysis system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a customer analysis system capable of conveniently performing analysis evaluation of sales performance and efficiently performing customer analysis and a sale promotion processing based on a customer analysis result by the same system. SOLUTION: This customer analysis system is provided with a customer analyzing means to analyze sales performance data, a sales promotion setting means to perform the sales promotion processing and a customer database and resolves a problem by constituting the customer analysis system to enable analysis of marketing data of a customer and performance of the sales promotion processing based on the analysis on the analysis terminal by accessing the customer database from plural analysis terminals via the network. Calendar analysis is particularly used for the customer analysis.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a customer analysis system used to analyze purchase performance data of a customer from various angles to obtain a measure for effectively increasing sales and profits.

[0002]

2. Description of the Related Art A customer is fixed by giving points according to the amount of money used, and the customer is segmented by storing the points and purchase history of the customer in a database so as to be more effective. Performing marketing is well known to those skilled in the art. Various customer analysis systems have been proposed and put into practical use in order to segment customers from various angles based on purchase performance data accumulated as a tool for that purpose.

[0003] However, in such a conventional analysis system, even if a group to be promoted is found due to segmentation of a customer, processing of the promotion such as direct mail (hereinafter referred to as DM) is separately performed. There is no system that performs both customer analysis and necessary sales promotion processing on the same system.

[0004] In addition, there is no tool that can easily perform calendar-based totalization in order to easily analyze and evaluate the sales performance itself.

[0005]

SUMMARY OF THE INVENTION The present invention has been made in view of such problems, and the analysis and evaluation of the sales results can be easily performed. The customer analysis and the sales promotion processing based on the result can be performed in the same manner. It is an object to provide a customer analysis system that can be efficiently performed by the system.

[0006]

In order to solve the above-mentioned problems, the present invention comprises customer analysis means for analyzing sales performance data, sales promotion setting means for executing sales promotion processing, and a customer database. By accessing the customer database from a plurality of analysis terminals via a network to configure a customer analysis system capable of analyzing customer marketing data and executing sales promotion processing based on the analysis on the analysis terminal. Make a summary.

[0007] The analysis method used by the customer analysis means may be any method as long as it is a method of segmenting customers. For example, the method may be performed by a method of segmenting a customer according to the last visit date and the store visit interval (hereinafter, IR analysis), or may be performed by the following calendar analysis.

In the calendar analysis, sales performance data for each day is displayed in the form of a calendar, and a target date is set from the viewpoint of a specific date, day of the week, week, or month by interactive instructions, and sales performance data is displayed. Aggregate and segment the customers who have used the store on the target date, using some attribute such as one or more customer attributes recorded in the customer master of the customer database as a plurality of cells. And displays the analysis results. The customer who did not use the store on the target date may be analyzed.

In a preferred aspect of the present invention, in order for a user (such as a store manager) to perform customer analysis in more detail, the customer analysis means selects one of the analyzed and displayed cells. The customer analysis system may be configured to search for the customer master and purchase record of the customer having the attribute corresponding to the cell, and output the customer list and the purchase result data of each customer.

The sales promotion setting means selects one cell analyzed and displayed by the customer analysis means,
A function to search the customer master of the customer having the attribute corresponding to the cell and output a list of the customers by interactive designation, or send an e-mail or FAX for sales promotion to the customers. Having it enables sales promotion processing.

Further, another preferred embodiment of the present invention comprises customer analysis means for analyzing sales performance data, sales promotion setting means for executing sales promotion processing, and a customer database, and one or more analysis terminals. From the customer database via a network to analyze customer marketing data and execute sales promotion processing based on the analysis, wherein the customer database is a member customer A customer master that records the member number, destination address, name, and attributes of each member, and a member number,
It includes purchase data created by recording the store used, date and time of use, and amount used, and daily record data that records the daily sales record of each store by customer attribute or sale item attribute at a minimum. The customer analysis means receives the specified date range to be analyzed in some way, aggregates the daily performance data on the corresponding day, and calculates the sales performance of the member customer in the specified date range, the attribute of the customer or the sales item. Separately, and further accepts designation of a combination of the specified date range and the attribute of the member customer or the attribute of the sales item, and the sales promotion setting means includes the specified date range and the attribute of the member customer or the attribute of the sales item. In response to the designation of the combination, the member data corresponding to the combination is searched from the purchase data, and a list of applicable customers or a non-applicable customer is obtained. Make a list of the mail address of the customer list extracted from the customer master, and constitutes to be able to perform direct creation of mail address data or broadcast email.

[0012] The customer analyzing means specifies the specified date range to be analyzed by specifying a specific day, day of the week, or month on a graphical user interface screen displaying the daily performance data in a calendar format. If it is configured to receive as, a more preferable effect can be obtained.

[0013]

Embodiments of the present invention will be described below in detail with reference to the drawings. FIG. 1 is an overall configuration diagram of a customer analysis system 1 according to an embodiment of the present invention. 10 (1
0a, 10b,...) Are analysis terminals. Calendar analysis processing and sales promotion setting processing described later are performed on this terminal. The analysis terminal 10 is equipped with a WWW (World Wide Web) browser 11, and screen display and interactive input processing for the user are performed through the browser 11. Reference numeral 20 denotes a center server. The system includes a database management unit 23 for managing the customer database 31, a customer analysis unit 21, a sales promotion setting unit 22, and a WWW server 24. An external storage device 30 stores a customer database 31. 4
0 (40a, 40b,...) Is a store terminal. For one use (one purchase with a point card) of a member customer, one record of purchase data described later is created and notified to the center server.

Next, the customer database will be described. The customer database includes a customer master, purchase data, a customer point table, and daily performance data. FIG. 2 is a diagram showing the contents of one record of the customer master. One customer's information constitutes one record. Member number (C1), e-mail address (C2), kana name (C
3), Kanji name (C4), zip code (C5), address (C
6), phone number (C7), gender (C8), date of birth (C
9), enrollment date (C10), attributes such as occupation (C11),
It has a field of family attribute (C12). These data are entered when the customer becomes a loyalty card member,
It will not be changed unless the member customer explicitly notifies the change.

FIG. 3 shows the contents of one record of the purchase data. One record is created at the store terminal 40 for one use (one purchase with a point card) of the member customer.
Use store code (B1), use date and time (B2), member number (B3), use amount (B4), grant point (B5),
It has fields of an exchange point (B6) and a product classification (B7).

FIG. 4 shows the contents of one record of customer point data. Each field includes a member number (D1), a cumulative point (D2) indicating the cumulative number of points of the customer up to the present, and a point exchange count (D3) indicating the number of points exchanged by the customer so far. Each time the member customer uses the point card, the customer point data is updated according to the contents of the purchase data generated at that time.

FIG. 5 is a diagram for explaining one record of the daily record data. The daily performance data is created by totaling sales performance data of each day for each store, that is, purchase data created on that day. Usage date (E1), week code (E2), store code (E
3), company code (E4), building code (E5), total sales amount, number of points, number of uses, number of users, number of exchanges (E6) on the day of use, sales amount and points divided by member attribute, age, and gender Number, number of uses, number of users, number of exchanges (E10 to E2
19), the total number of exchange points on the day (E220), the return amount on the day (E221), and the number of returns on the day (E222). FIG. 5 is based on the assumption that ten types of member attributes and seven ages of members are used, and the number of fields will be different if the counting method is changed.

The customer analysis system 1 of this embodiment has three functions: calendar analysis, sales promotion setting, and performance totaling. This will be described in the following order.

FIG. 6 shows a customer analysis system 1 which first appears when the analysis terminal 10 connects to the center server 20.
It is a home screen. By pressing the calendar analysis button, the screen moves to the calendar analysis setting screen in FIG. The use place radio button sets the range of the place where the sales result data is totaled. Stores are analyzed only by the store of the user operating the analysis terminal, companies are analyzed by sales performance data of the company to which the store belongs, and buildings are analyzed by sales performance data of the entire mall where the store is located. To do.
Specify the month to be analyzed by use year and month. Only sales performance data for the specified date is used for analysis. However, when a month-to-month change or a year-on-year change is specified in the display method specification, the actual data of the corresponding month is also referred. A detailed display method can be specified exclusively from these.

When the display method is designated as "detail" in FIG. 7,
The data of the designated year and month are totaled, and a screen (calendar screen) as shown in FIG. 10 is displayed. In FIG. 10, the sales figures for each day of the designated year and month (December 1999 in the figure) are displayed in each date column of the calendar. The display items for each date include usage amount, number of uses, number of users, customer unit price,
The average usage amount, usage points, exchange points, number of exchanges, return amount, and number of returns. However, the last five items are not displayed in the case of the last four months or earlier. This calendar screen is displayed by totaling the daily result data (the result data of a certain day at each store) in FIG. 5 in a specified counting unit.

From the calendar screen shown in FIG. 10, detailed information can be viewed by further narrowing down the aggregation range. FIG. 11 shows a method of designating a totaling range specific to calendar analysis. By selecting the range on the calendar screen, the total range can be narrowed down to any of the whole month, the day of the week, the week, or a specific day, and analyzed. Assuming that customers' purchase behavior is correlated with the conditions such as weekday or weekend, whether it is Monday or after holiday, the end of the month or payday, the bonus payment month or the end of the year, that is, the calendar condition, It is meaningful to analyze from this perspective.

FIG. 12 shows a detailed totaling window 200 that appears on the screen when a specific “day” or “week” is focused. The sales performance data in the aggregation range is classified according to the gender of the customer on the vertical axis and the age of the customer on the horizontal axis, and the use amount, the use point, the number of uses, the number of users, and the number of exchanges are displayed in each cell.

FIG. 13 is a detailed summary window 2 that appears on the screen when the "day of the week" or the "month" is focused.
01. The sales performance data in the aggregation range is categorized by customer age on the vertical axis and customer attributes (occupation, etc.) on the horizontal axis, and the usage amount, usage points, usage count, number of users, and exchange count are indicated in each cell. indicate. In addition, each of these cells can be checked by gender-separated display. When any of the cells, for example, a cell corresponding to a company employee in their forties, is selected and a “Separate by gender” button is clicked on the lower left of the screen, a gender-specific detailed display window 2 of the selected cell is displayed.
02 appears.

When the display method is designated as “previous month” or “previous year” in FIG.
Calculate the numerical value compared with the result of the same aggregation range of the previous month or the previous year, and display them as a percentage on the calendar screen. FIG. 14 shows this state. If "Previous Month Ratio" is specified, the usage amount, the previous month of the usage amount, the number of uses, the previous month of the number of uses, the number of users, and the previous month of the number of users are displayed in the columns for each date on the calendar screen Is done.
If “Year-on-Year” is specified, the usage amount, the year-on-year percentage of the usage amount, the number of uses, the year-on-year percentage of the number of uses, the number of users, and the year-on-year change of the number of users are displayed in the columns for each date on the calendar screen Is done.

Next, the operation of the sales promotion setting means will be described. When any of the displayed cells is selected in the detailed totaling windows 200, 201, and 202, a "go to sales promotion setting" button at the lower right of each window becomes selectable.
At this point, when the “To sales promotion setting” button is clicked, the sales promotion setting means is called.

Then, first, the customer corresponding to the selected cell (for example, the company code 0 on Wednesday of December 1999)
For the employee who used the store No. 01, a customer in his forties, a female member customer), the corresponding record is searched from the purchase data for the month, and the member numbers are listed. Then, a confirmation screen shown in FIG. 15 appears. If "yes" is selected here, the screen of FIG. 16 is displayed, and an output format is selected. If an e-mail is selected here, an e-mail is created on the e-mail editing screen shown in FIG. When the mail is completed, press the "OK" button at the bottom left. Then, the mail transmission screen shown in FIG. 18 is displayed. here,
When the "OK" button is pressed, an e-mail is sent to the extracted members.

It should be noted that the member extraction may be performed by setting the extraction conditions from the member extraction screen shown in FIG. 9 which immediately appears when the "sales promotion setting" button is pressed in FIG. 6 (main screen) without going through the calendar analysis. it can. After setting the conditions, pressing the “OK” button at the bottom of the member extraction screen causes the confirmation screen of FIG. 15 to be changed to the output format selection screen of FIG.

In FIG. 16, when the DM is selected, data to be delivered to the direct mail issuing system (such as a list of the member's address, postal code, etc.) is sent to a file in order to send the extracted direct mail to the member customer. Output. In FIG. 16, when data is selected, raw data relating to the extracted customer is extracted from the customer database and output to the analysis terminal (file transfer) in order to enable more detailed analysis of the extracted member customer. .
For example, a list of customer masters of extracted member customers, contents of customer point data, recent purchase data records, etc. are collectively output in one file or one file for each member customer.

Next, the performance tally will be described. When the “performance” button is pressed in FIG. 6 (main screen), a performance monthly report setting screen shown in FIG. 8 is displayed. Here, one of three aggregation methods is selected for each month: (1) by building, (2) by store in one building, and (3) by store in one company. . By selecting the radio button at the top of the performance monthly report setting screen, one of the above (1) to (3) is designated. In the case of (2), a building is selected from the list box to the right of the radio button. In the case of (3), the company name is selected from the list box to the right of the radio button. Also, set the display month,
Specify the month to count.

FIG. 19 is a display screen of a result totaling result for each building. For each building, the usage amount, the number of uses, and the number of users in the specified month are displayed. FIG. 20 is a tabulation screen for each store in one building. Displays the amount of money used, the number of uses, and the number of people in a specified month for each store in a specific building. FIG. 21 is a tabulation screen for each store in one company. Displays the usage amount, the number of uses, and the number of users in a specified month for each store of a specific company.

The customer analysis system 1 according to one embodiment of the present invention has been described. As shown in FIG. 1, in the customer analysis system 1, the analysis terminal uses a WWW browser, and the center server executes the application logic of the customer analysis means 21 and the sales promotion setting means 22. By implementing the application logic in a server client model, a configuration may be adopted in which the customer analysis unit 21 and the sales promotion setting unit 22 are mounted on the analysis terminal side. In such a case, the analysis terminal is equipped with dedicated client software for the customer analysis system, so that a WWW server and a WWW browser are not required.

Next, variations of some embodiments of the calendar analysis will be described. FIG. 22 shows a calendar display in which the weather of the day is displayed as icons together with the sales performance data for each day. If weather data such as the current day's weather and the maximum and minimum temperatures are recorded in the daily performance data, it is possible to display the calendar in this manner. When dealing with a product whose sales are greatly affected by the weather on the day, it is necessary to analyze in consideration of the weather conditions, and therefore, the analysis by the display as shown in FIG. 22 is meaningful.

FIG. 23 shows one of the calendar screens displayed in different display formats according to the result of comparison with the target value for each day.
This is the display for the day. The display style may simply change the color, such as displaying the numerical display color as red if the target is achieved, and black otherwise, or changing the style as shown in FIG.
Different icons may be displayed depending on whether the goal is achieved or not.

FIG. 24 shows an example in which the detailed tabulation of the calendar analysis (the detailed screen focusing on the day of the week in the figure) is displayed not by the attribute of the customer but by the attribute of the purchased item. In this manner, the detailed screen of the calendar analysis can be displayed separately on an axis other than the attribute of the customer. However, in this case, it is necessary to properly input the product classification (B7 in FIG. 3) when generating purchase data at the store terminal. In addition to the daily record data record shown in FIG. 5,
It is necessary to create second daily performance data as shown in FIG. 25, which summarizes the performance of the day based on the product classification and the gender axis.

[0035]

As described above in detail, according to the customer analysis system of the present invention, a customer is analyzed from an analysis terminal connected to a network, and a sales promotion process based on the result is performed on the analysis terminal. Can be done immediately. Such a customer analysis system is unprecedented and has a great effect because sales promotion can be performed quickly. Further, by using calendar analysis for customer analysis, it is possible to grasp the characteristics of customers under calendar-like conditions such as day of the week, the beginning of the month, and the end of the month, so that effective customer analysis can be performed.

[Brief description of the drawings]

FIG. 1 is an overall configuration diagram of a customer analysis system 1.

FIG. 2 is an explanatory diagram of the contents of one record of a customer master

FIG. 3 is an explanatory diagram of the contents of one record of purchase data.

FIG. 4 is an explanatory diagram of the contents of one record of customer point data.

FIG. 5 is an explanatory diagram of the contents of one record of daily performance data.

FIG. 6 is a main screen of the customer analysis system 1.

FIG. 7 is a setting screen for calendar analysis.

FIG. 8 is a setting screen of a performance monthly report.

FIG. 9 is a member extraction condition setting screen.

FIG. 10 is a calendar analysis screen.

FIG. 11 is a diagram illustrating a detailed display designation method on a calendar analysis screen.

FIG. 12 is a diagram illustrating a detailed display when focusing on a day or a week.

FIG. 13 is a diagram illustrating a detailed display when focusing on a day of the week or a month.

FIG. 14 is a diagram illustrating the display of the previous month and the previous year;

FIG. 15 is a confirmation screen of the number of members extracted.

FIG. 16 is an output format setting screen.

FIG. 17 is a sales promotion email creation screen.

FIG. 18 is a sales promotion e-mail transmission screen.

FIG. 19 is a building result display screen.

FIG. 20 is a result display screen for each store in a building.

FIG. 21 is a result display screen for each store in a company.

FIG. 22 is a calendar display screen including weather data.

FIG. 23 is a calendar display screen for changing a display style in comparison with a target value.

FIG. 24 is a calendar display screen that can be analyzed along the axis of product classification.

FIG. 25 is an explanatory diagram of the contents of one record of the second daily result data for displaying details in the axis of the product classification.

[Explanation of symbols]

 DESCRIPTION OF SYMBOLS 1 Customer analysis system 9 Network 10 Analysis terminal 11 WWW browser 20 Center server 21 Customer analysis means 22 Sales promotion setting means 23 WWW server 24 Database management means 30 External storage device 40 Store terminal

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Claims (7)

[Claims] 1. A customer analysis means for analyzing sales performance data, a sales promotion setting means for executing sales promotion processing, and a customer database, wherein the customer database is accessed from one or more analysis terminals via a network. A customer analysis system capable of analyzing customer marketing data and executing sales promotion processing based on the analysis. 2. The customer analysis means displays sales performance data for each day in a calendar format, and collects sales performance data from a viewpoint of a specific date, day of the week, week, and month by interactive instructions. The customer analysis system according to claim 1 having a function of displaying. 3. The customer analysis means displays sales performance data for each day in the form of a calendar, and collects sales performance data from a viewpoint of a specific date, day of the week, week, and month by interactive instructions. 2. The customer analysis system according to claim 1, further comprising a function of dividing the cell into a plurality of cells based on one or more customer attributes recorded in a customer master of the customer database and displaying an analysis result. 4. The customer analysis means, when one of the cells analyzed and displayed is selected, searches the customer master and purchase record of the customer having the attribute corresponding to the cell, and searches the customer list and the customer's list. 4. The customer analysis system according to claim 3, wherein the customer analysis system outputs purchase result data. 5. The sales promotion setting means selects one cell analyzed and displayed by the customer analysis means, searches for a customer master of a customer having an attribute corresponding to the cell, and interactively designates the customer master. 4. The customer analysis system according to claim 3, wherein a list of the customers is output or an e-mail or a fax for sales promotion is sent to the customers. 6. A customer analysis means for analyzing sales performance data, a sales promotion setting means for executing sales promotion processing, and a customer database, wherein one or more analysis terminals access the customer database via a network. A customer analysis system capable of analyzing customer marketing data and executing sales promotion processing based on the analysis, wherein the customer database includes a member number, a destination address, a name, and an attribute of a member customer. The customer master records the membership number, the store used, the date and time of use, and the purchase amount for each member customer's use at the store. It includes at least daily performance data recorded separately for each customer attribute or each sale item attribute, and the customer analysis means is provided by any method. The specified date range to be analyzed is received, the daily performance data on the corresponding day is totaled, the sales performance of the member customers in the specified date range is displayed for each customer or sales item attribute, and further, the specified date range and The sales promotion setting means receives the designation of the combination of the attribute of the member customer or the attribute of the sale item, and receives the designation of the combination of the attribute of the designated date range and the attribute of the member customer or the attribute of the sale item. Applicable member customers are searched from the purchase data, a list of applicable customers or a list of non-applicable customers is created, the mail address of this customer list is extracted from the customer master, and the direct mail address data A customer analysis system capable of creating or sending e-mail at once. 7. The customer analysis means specifies a specified date range to be analyzed on a graphical user interface screen displaying the daily performance data in a calendar format.
7. The customer analysis system according to claim 6, wherein when a specific day, a day of the week, or a month is designated, the date is accepted as a designated date range.