JP2007172521A - Direct mail distribution system - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a direct mail distribution system processing personal information of FSP data held by a retailer or the like into information not allowing specification of an individual, providing it to a third party as purchase analysis data, and distributing direct mail produced by the third party on the basis of the purchase analysis data to a customer. <P>SOLUTION: The FSP data held by the retailer are processed to the information not allowing the specification of the individual by a personal information filter 8 using an encryption key 9, and are combined with POS data to provide a data mart 11 for analyzing purchase results to the third party, and the direct mail produced by the third party is transmitted as part of sales promotion activity based on the purchase results. <P>COPYRIGHT: (C)2007,JPO&INPIT

Description

In the present invention, retailers, etc.
More specifically, the direct mail distribution system created based on the customer information acquired by the programs) prevents personal information from leaking from the customer information to a third party and is created by the third party. The present invention relates to a direct mail distribution system for distributing direct mail.

In recent years, FSPs performed by retailers and the like have collected personal customer information to analyze customer purchasing characteristics and lead to activities to enhance product lineups, prices, and the like. The analysis of FSP information was mainly performed by buyers at retailers, but the daily work load on buyers is high, and recently, there are increasing cases of requesting proposals from manufacturers and wholesalers. In this case, SP information is provided to manufacturers and wholesalers, and the manufacturers and wholesalers analyze purchasing characteristics and propose product assortments and prices to retailers.
The analysis of the FSP information is performed using a unique system for analyzing the FSP information, or is performed at the discretion of the person in charge of the manufacturer or wholesaler. As a system for analyzing FSP information, for example, in Patent Document 1, data relating to a point given to a customer according to the sales amount is acquired through a network, the data is stored in a database, and the data is managed. A system and a multidimensional data analysis system capable of performing multidimensional data analysis based on the data stored by the FSP system are disclosed.

Japanese Patent Laid-Open No. 2001-325509

By the way, when analyzing customer purchase characteristics from FSP information, since the FSP information includes personal information, the person who analyzes it touches the personal information and requires caution. Further, when providing FSP information to a manufacturer or wholesaler, personal information must be excluded and handed over, so a human work load is required to eliminate it.
On the other hand, manufacturers and wholesalers who have been provided with FSP information can make assortment proposals and price proposals as sales promotion proposals to retailers, but sell to retailer customers. Promotional notices must be requested from retailers holding personal information, and information is not distributed to customers in line with manufacturers 'and wholesalers' assortment and price proposals.
Furthermore, even if the product lineup, price, etc. are enhanced from the analysis of the FSP information, the effect is diminished unless the customer is notified. Currently, leaflets are distributed randomly to promote customer purchasing activities. However, random distribution can provide benefits that are commensurate with the costs of creating and distributing leaflets. Is difficult.

  In view of the above problems, the present invention processes the personal information of FSP data held by a retailer or the like into information that cannot be specified by an individual and provides it to a third party as purchase analysis data. It is an object of the present invention to provide a direct mail distribution system that distributes direct mail created by a user to a customer.

In order to solve the above problems, the present invention has the following features.
The present invention according to claim 1 is a direct mail delivery system for delivering direct mail to customers, an FSP database for storing customer personal information, a POS database for storing customer purchase information, and the personal information. Extracting means for removing information identifying an individual and extracting it as FSP data, a counting means for counting information for each customer from the FSP data and POS data extracted from the POS database, and counting by the counting means A storage means for storing the information, a public means for publishing the information stored in the storage means, a creation means for creating a direct mail guide sentence from the information obtained through the public means, and a transmission target Screening and sending means for selecting a customer to be sent and sending it to the publishing source together with the guidance text; and the direct mail A reception confirmation means for receiving and confirming the guidance sentence and the customer to be transmitted; an adding means for acquiring and adding the destination information of the target customer to the direct mail from the FSP database; and the sending A direct mail distribution system comprising: a transmission unit that distributes the direct mail based on destination information; and a record database that stores a record of the distributed direct mail.

According to a second aspect of the present invention, in the direct mail delivery system according to the first aspect, when the extraction means extracts FSP data, FSP data in which personal identification of the FSP database is impossible is possible. It is a direct mail delivery system characterized by using an encryption means for converting into a mail.

  According to the present invention, personal information of FSP data held by retailers, etc. is processed into information that cannot be specified by individuals and provided as purchase analysis data to third parties such as manufacturers and wholesalers, thereby preventing personal information from being leaked. In addition, it is possible to provide a direct mail distribution system that distributes direct mail effectively created by a third party based on the purchase analysis data to customers.

  The best mode for carrying out the present invention will be described below with reference to the drawings.

FIG. 1 is a schematic configuration diagram of a direct mail delivery system showing an example of an embodiment of the present invention.
The direct mail distribution system according to the present invention removes the FSP database 6 that stores the personal information of customers owned by retailers and the like, the POS database that stores the purchase information, and the information that identifies the individual from the personal information. A personal information filter (extraction means) 8 that is extracted as data, a POS that aggregates information for each customer from FSP data and POS data extracted from the POS database, an FSP aggregation (aggregation means) 10, and the aggregated information are stored. Retailer data mart (storage means) 11, public IF (public means) 12 for publishing information stored in retailer data mart 11 to third parties such as manufacturers and wholesalers, and information obtained through public IF 12 Manufacturer / Wholesale Data Mart (created) to create direct mail (hereinafter also referred to as “DM”) information from Step 14), DM transmission means (selection transmission means) 15 for selecting a customer who is a direct mail transmission target and transmitting it together with the guidance text to a publisher such as a retailer, a direct mail guidance text and a transmission target; DM receiving IF 16 (reception confirmation means) for receiving and confirming the customer and personal mail inverse filter (addition means) 17 for acquiring the destination information of the target customer from the FSP database and adding it to the direct mail. And a DM transmission means (transmission means) 18 for distributing the direct mail based on the destination information, and a DM performance database (result database) 19 for storing the results of the distributed direct mail.
Further, the personal information filter 8 converts the personal information in the FSP database 6 into FSP data in which an individual cannot be specified by using an encryption key 9 (encryption means).

The customer 1 owns the FSP card 2, and the retailer 3 holds the personal information of the customer 1 in the FSP database 6 as information on the FSP card 2. When the customer 1 makes a purchase at the retailer 3, information such as product information, quantity, price, etc. of the product purchased by the customer 1 is collected at the cash register 5 of the store 4, and the POS (Point of Sales) database of the retailer is collected. 7 is stored.
Therefore, the retailer 3 can collect from the information in the FSP database 6 and the POS database 7 which item the customer 1 has purchased, what quantity, and at which store.

  Here, the FSP database 6 stores information for identifying an individual such as an individual address, a telephone number, and an e-mail address as personal information. In the present invention, the information extracted from the FSP database 6 and the POS database 7 is aggregated by the POS and FSP aggregation 10 via the personal information filter 8, so that the retailer data mart 11 can obtain information that cannot identify an individual. Store. At this time, the personal information filter 8 converts the encryption key 9 and the FSP membership number into an irreversible encryption number. Further, as personal information for identifying an individual, an address, an e-mail address, and the like are masked.

  The retailer data mart 11 is connected to the data mart public IF 12, and the information of the retailer data mart 11 can be provided to the manufacturer / wholesaler / retailer (buyer) 13 through the data mart public IF 12. It becomes possible. Here, when the manufacturer / wholesaler / retailer (buyer) 13 owns the data mart 14, the synchronization of the data marts 11 and 14 is achieved by using a technology such as XML (eXtensible Markup Language) WebService. Can be realized by the system.

  On the other hand, manufacturers, wholesalers, and the like can select a direct mail transmission target from the viewpoint of DM (Direct Mail) transmission 15 for any age, for any household composition, etc. . The manufacturer / wholesaler / retailer (buyer) 13 creates a direct mail for the transmission target selected in the DM transmission 15 and transmits it to the DM reception IF 16 on the retailer side. In the DM reception IF 16, the retailer can confirm the contents. If the contents can be transmitted after confirming the contents, the direct mail is sent to the personal information reverse filter 17 connected from the DM reception IF 16. Is transmitted by the DM transmission means 18. The transmitted direct mail is stored in the DM results database 19 as results.

  The personal information inverse filter 17 accesses the personal information in the FSP database 6 using the conversion table from the DM transmission target. Information such as a personal e-mail address and address is acquired from the personal information in the FSP database 6, and the DM 20 with coupon is transmitted to the customer 1 by the DM transmission 18.

The customer 1 who received the DM 20 with coupon purchases a product at the retailer 3 with the DM 20 with coupon. At this time, the cash register 5 of the store 4 reads the ID for identifying the coupon added to the direct mail, and stores it in the POS database 7 as a coupon usage record together with the coupon information. The stored coupon usage record is stored in the data mart 11 via the POS and FSP tabulation 10.
The manufacturer / wholesaler / retailer (buyer) 13 can use the data mart disclosure IF 12 to obtain the coupon usage record.

  FIG. 2 is a diagram showing a description of the personal information filter of the present invention. In the personal information filter 8, the member number 101, name 102, address 103, telephone number 104, e-mail address 105, date of birth 106, family structure 107, number of children stored in the FSP information 100 in the FSP database 6. Personal information such as 108 is converted into FSP data 120 that cannot identify an individual according to the encryption key 9.

  The encryption number 121 is a number generated as an irreversible encryption from the member number 101 and the encryption key 9 stored in a safe place by the retailer. Therefore, the member number 101 cannot be acquired from the encrypted number 121. In addition, since the personal information filter 8 converts personal information such as name, address address part, and mail address into information that can identify an individual, the FSP data 120 that cannot identify an individual includes an encrypted number 121 and an address without address 123. , Date of birth 126, family structure 127, presence / absence of child 128, and the like.

  FIG. 3 is a diagram showing an example of the retailer data mart of the present invention. The retailer data mart 11 is created from the aggregation of FSP data 120 and POS data that cannot identify an individual. Aggregate as an area summary item 211 from the addressless address 123 (see FIG. 2) of the FSP data 120 that cannot identify an individual, and aggregate the purchase amount per month from the POS database 7 (see FIG. 1) using the product category summary item 212. To do.

As a result, the purchase amount 210 per month per household per region as shown in FIG. 3 can be tabulated, and the tabulated data can be stored in the data mart 11.
Further, the purchase record 220 of one customer can be stored in the data mart 11 from the encryption number 121 of the FSP data 120, and the sales record can be analyzed.

  FIG. 4 is a diagram for explaining the retailer data mart disclosure means of the present invention. The information stored in the data mart 11 can be disclosed to the outside from the data mart disclosure IF 12 via the Web page 301, the mail distribution 302 to which the spreadsheet software file is attached, or the XML Web Service 303. The Web page 301 of the data mart public IF 12 can refer to information stored in the retailer data mart 11 from a Web server by a PC (Personal Computer) 310 on the manufacturer / wholesaler / retailer (buyer) 13 side. It is. Note that the protocol between the Web page 301 and the user PC 310 uses HTTP or HTTPS 320. In the Web page 301, authentication means such as user authentication is implemented, and only a user 311 such as a manufacturer / wholesaler registered in the retail store (retailer) 3 can be referred to.

Further, in the IF of the spreadsheet software mail delivery 302, the contents of the data mart are imported into the spreadsheet software, and an email (e-mail) 321 is used, and the spreadsheet software data is attached and transmitted to the user 311.
The XML Web Service 303 uses the XML 322 to access the XML Web Service 304 on the manufacturer / wholesaler / retailer (buyer) 13 side, and the data mart 11 on the retail side and the manufacturer / wholesaler / retailer (buyer) 13 side. Synchronization with the data mart 14 is performed. When using XML WebService, when the data mart 11 is updated, the data mart 14 is linked to the data mart 14 on the manufacturer / wholesaler / retailer (buyer) 13 side by using the XML Web Service 303 of the data mart disclosure IF 12. Can do.
As described above, the FSP data can be used without directly accessing the personal information of the FSP database 6 collected by the retailer by the manufacturer or wholesaler.

As described above, in order to analyze FSP data and POS data without specifying an individual, using a web page, mail distribution with a spreadsheet software file attached, or XML WebService, etc. The data can be provided to the three parties.
Further, the FSP data can be used without direct access to the personal information of the FSP database 6 collected by the retailer by the manufacturer or wholesaler.

  FIG. 5 is a diagram showing an example of direct mail transmission targets and their contents. Manufacturers, wholesalers, etc. present sales promotion proposals to retailers based on the purchase analysis of retailer customers. In the system of the present invention, as described above, the purchase analysis of the retailer can be performed by analyzing the purchase of the customer with the information stored in the data mart 11 (see FIG. 4) or the data mart 14 (see FIG. 4). . In accordance with the purchase analysis, the transmission target 401 for transmitting the DM is determined. The transmission target 401 determines the transmission target from the customer attributes 402 such as age and household composition. In addition, the number of customers with the attribute set as the transmission target can be acquired from the data mart 11 (see FIG. 4) or the data mart 14 (see FIG. 4) and displayed as the transmission target number 403.

  In the DM contents 404, the DM text 405 to be sent to the customer is edited. At this time, a coupon ticket 406 may be added. In the coupon 406, the 3D barcode 410 or the barcode 411 is added as the coupon ID 412 that uniquely identifies the coupon. Thereby, in the system of this invention, it becomes possible to acquire the utilization track record of coupons using coupon ID412 which identifies this coupon coupon uniquely.

FIG. 6 is a diagram showing an explanation of adding a transmission destination to direct mail. The DM sent from the manufacturer / wholesaler / retailer (buyer) 13 side is input to the retailer 3 side via the DM reception IF 16. In the DM reception IF 16, the retailer confirms the contents of the DM, and if there is no problem, transmission is performed from the DM transmission 18 via the personal information inverse filter 17.
In the personal information reverse filter 17, a list 501 of email addresses to be transmitted is acquired from the FSP database 6 according to the customer attribute 402 from the DM transmission target 401. In the DM transmission 18, a coupon is sent to the customer 1 for the address of the mail address list 501 to be transmitted. The sent direct mail record is stored in the DM record database 19.
As described above, it becomes possible to provide a proposal of sales promotion activities performed by a third party such as a manufacturer or a wholesaler to a retailer customer in the form of DM.

  FIG. 7 is a diagram illustrating an explanation of transmitting coupon coupon usage results to the manufacturer, wholesaler, and retailer (buyer) side. As shown in FIG. 1, the customer 1 owns a coupon and visits the store 4 of the retailer 3 for shopping. The customer 1 picks up the target product for the coupon and completes the checkout at the cash register 5. At this time, the 3D barcode 410 or the barcode 411 of the coupon is read by the cash register 5, and the coupon ID 412 for uniquely specifying the coupon and the purchase result of the product are transmitted to the POS database 7.

The coupon ID 412 that uniquely identifies the read coupon ticket and the purchase record of the product are added with the use record 601 and user information 602 extracted from the POS database 7 and the FSP database 6. This information is stored in the data mart 11 and transmitted to the manufacturer / wholesaler / retailer (buyer) 13 side. In this way, the manufacturer, wholesaler, etc. can use the date of use 604, the number of sales points 605, and information as to which customer has purchased the product using the coupon as the usage record of the coupon. It becomes possible to acquire information on the address 123 and the date of birth 126.
As described above, by adding a coupon to the DM, it becomes possible for the retailer to collect the usage records of the individual customers and to disclose the usage records to manufacturers, wholesalers and the like who create the DM.

It is a schematic block diagram of the direct mail delivery system which shows an example of embodiment of this invention. It is a figure which shows description of the personal information filter of this invention. It is a figure which shows an example of the retailer data mart of this invention. It is a figure explaining the publication means of the retailer data mart of this invention. It is a figure which shows an example of the transmission object of direct mail, and its content. It is a figure which shows the description which adds a transmission destination to a direct mail. It is a figure which shows the description which transmits the utilization result of a coupon to the manufacturer, wholesaler, and retailer (buyer) side.

Explanation of symbols

1 Customer 2 FSP Card 3 Retailer (Retail Store)
4 store 5 cash register 6 FSP database 7 POS database 8 personal information filter 9 encryption key 10 POS, FSP total 11 retailer data mart 12 data mart open IF
13 Manufacturers / Wholesalers / Retailers (Buyers)
14 Manufacturer / wholesale data mart 15 DM transmission 16 DM reception IF
17 Personal information reverse filter 18 DM transmission 19 DM performance 20 DM with coupon
100 FSP information 101 Member number 102 Name 103 Address 104 Telephone number 105 E-mail address 106 Date of birth 107 Family structure 108 Number of children 121 Encryption number 122 Name (mask)
123 Address without address 124 Telephone number (mask)
125 Email address (mask)
126 Birth date 127 Family structure 128 Number of children 210 Purchasing amount per month per household by region 211 Regional tabulation item 212 Product category tabulation item 220 Purchasing record of one customer 222 Purchasing record information 301 Web page 302 Spreadsheet software Mail delivery with file attachment 303 XML WebService
304 Manufacturer / Wholesaler XML WebService
310 User (manufacturer / wholesaler / retailer (buyer)) PC
311 users (manufacturers, wholesalers, retailers (buyers))
401 transmission target 402 customer attribute 403 transmission target number 404 DM content 405 DM text 406 coupon ticket 410 3D barcode 411 barcode 412 coupon ID
501 Email address list 601 Coupon usage record 602 User information 603 Coupon ID
604 Date of use 605 Sales points

Claims (2)

A direct mail delivery system that delivers direct mail to customers,
An FSP database for storing customer personal information;
A POS database for storing customer purchase information;
Extracting means for removing information identifying the individual from the personal information and extracting it as FSP data;
A tally means for tallying information for each customer from the FSP data and the POS data extracted from the POS database;
Storage means for storing the information aggregated by the aggregation means;
Publishing means for publishing the information stored in the storage means;
Creating means for creating a direct mail guide from the information obtained through the public means;
A selection transmission means for selecting a customer to be transmitted and transmitting it to the publisher together with the guidance text;
Reception confirmation means for receiving and confirming the direct mail guidance and the customer to be transmitted;
Adding means for acquiring and adding the destination information of the target customer from the FSP database to the direct mail;
Transmitting means for delivering the direct mail based on the destination information;
A direct mail delivery system comprising a performance database for storing the results of delivered direct mail. In the direct mail delivery system according to claim 1,
When the extraction means extracts as FSP data,
A direct mail distribution system using an encryption means for converting personal information in an FSP database into FSP data in which an individual cannot be identified.

Images