JP6836254B1 - Marketing system and marketing method in commercial facilities - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a marketing system in a commercial facility, which executes marketing for promoting purchasing behavior on the spot only to customers who visit the commercial facility. In a marketing system in a commercial facility, when a customer detects entry into a store by any of the store terminals 0002 provided on each floor, profit information and sale information are provided to the smartphones 0011 to 0015 of the customer who entered the store. Etc. and send questionnaires. After that, when the questionnaire response is received, coupons and crude products related to the products and services provided by the stores 1001 to 1008 in which the customer entered the store, discounts, or free food and drink emails at cafes and restaurants in the commercial building 1000 are sent. [Selection diagram] Fig. 1

Description

The present invention relates to a marketing system and a marketing method in a commercial facility such as a shopping mall or a department store.

In recent years, electronic commerce in which consumers and customers purchase products from information terminals such as smartphones and personal computers via the Internet and receive services has rapidly become widespread, and the purchases already made by the consumers and customers An e-commerce strategy or the like that displays an advertisement for related information on the information terminal due to an action or a search history of a specific product or service via the Internet has become a norm.

For example, a terminal such as a consumer, a customer, or a business operator that provides a product or service, a management server connected to the terminal, a sales / purchase settlement site or application for the product or service, and the management server are connected. In a system having a sales / purchase settlement server and each of which is connected to a communication network such as the Internet, sales promotion information regarding a specific product or service input from the terminal is transmitted to a management server, stored, and sold. Terminals that have registered or requested the acquisition of sales promotion information that matches the sales promotion information of specific products and services stored in the purchase settlement server, consumer terminals that have come into contact with specific advertising media, GPS, etc. Situation judgment marketing that makes a terminal that is found to be in a specific environment with a system for measuring the current position display characters or announces by voice and starts the payment process based on the purchase information of the product for sale received from the terminal Has been done.

Japanese Unexamined Patent Publication No. 2016-001452

Situational marketing as described in the previous section is to match consumers' TPOs to efficiently induce purchasing behavior for specific products and services.

However, the above-mentioned purchase promotion information is not always efficient because it is difficult to obtain economic merits for consumers and customers, that is, so-called profitable feeling, and the target range of consumers and the like located in various places is wide. There was an aspect that did not lead to good marketing.

An object of the present invention is to provide marketing for promoting purchasing behavior on the spot only to consumers who have visited commercial facilities such as shopping malls and department stores.

The present invention according to claim 1 is a marketing system in a commercial facility, comprising a group of marketing servers constituting a cloud, a store terminal in the commercial facility, and a smartphone of a customer who has entered the commercial facility. The group includes at least a marketing WEB server that connects to the store terminal and the customer's smartphone via the Internet, and discount emails, sale information, coupons, points, etc. regarding products and services provided by the store in the commercial facility to the customer's smartphone. A marketing mail server that delivers marketing mail, an application server that provides marketing applications to customers' smartphones, products and services provided by each store, and discount information, sale information, coupons, points, and questionnaires. It has a database server that manages marketing information such as related information, and the store terminal has a communication function unit, a beacon function unit, a cognitive function unit, and a memory function unit for communicating with the cloud and the customer's smartphone. It has.

According to the second aspect of the present invention, with respect to the marketing system in the commercial facility according to the first aspect, the server group further includes a marketing DNS server that manages at least the domain of the store in the commercial facility.

According to the third aspect of the present invention, the marketing system in the commercial facility according to the first or second aspect of the present invention further includes a POS server for managing sales of stores in the commercial facility.

According to the fourth aspect of the present invention, the server group further executes marketing automation in cooperation with the DMP for the marketing system in the commercial facility according to any one of the first to the third aspects. It is a feature.

The present invention according to claim 5 is such that the terminal has a marketing information processing unit relating to the operation of a store in the marketing system in the commercial facility according to any one of claims 1 to 4. ..

The present invention according to claim 6 relates to a marketing system in a commercial facility according to any one of claims 1 to 5, and further, a monitor with a speaker and / or VR in a store in the commercial facility. Is arranged, and the cloud is used to advertise the company that operates the store and the products and services provided by the company.

The present invention according to claim 7 is a marketing display for displaying at least information for dealing with customers regarding the marketing system in the commercial facility according to any one of claims 1 to 6. A communication function unit that sends and receives information between the customer's smartphone, store terminal, and the server group that constitutes the cloud, and a marketing arithmetic processing unit that executes information processing in marketing. It is characterized by having a store robot equipped with it.

The present invention according to claim 8 is a marketing method in a commercial facility using the marketing system according to claims 1 to 7, the step of detecting the entry of a customer into the commercial facility and the entry into the store. A step of sending a questionnaire format to a customer's smartphone, a step of detecting the customer's response transmission entered in the questionnaire format, and a free food and drink email at a cafe or restaurant in a commercial facility to the customer's smartphone that sent the response after the detection. It is characterized by having a step of sending a privilege mail such as a discount mail of a product or service provided by a store in a commercial facility or a commercial facility.

The present invention according to claim 9 is a marketing method in a commercial facility using the marketing system according to claims 1 to 7, wherein the step of detecting the entry of a customer into the commercial facility and the commercial facility. A step of counting the number of customers visiting the store in the store, a step of sending an electronic stamp to the smartphone of the customer visiting the store according to the count, and a step of electronic steps reaching a predetermined number and being completed. When the step of detecting whether or not it has been done and the electronic step are completed, the customer's smartphone is sent to the customer's smartphone for free food and drink emails at cafes and restaurants in the commercial facility, and products and services provided by the stores in the commercial facility. It is characterized by having a step of sending a privilege mail such as a discount or a crude product.

The present invention according to claim 10 is the marketing method in the commercial facility according to claim 8 and 9, wherein after the step of detecting the entry of a customer into the commercial facility, claims 8 and 9 are made. It is characterized by performing both before and after the steps of.

The present invention according to claim 11 is a customer who has detected a marketing method in a commercial facility according to any one of claims 8 to 10 after a step of detecting the entry of a customer into the commercial facility. It is characterized by further having a step of delivering privilege mails such as sale information and profit information about products and services provided by stores in commercial facilities to the smartphone.

The present invention according to claim 12 relates to a marketing method in a commercial facility according to any one of claims 8 to 11, and offers sale information and profits regarding products and services provided by stores in the commercial facility. The expiration date of the privilege mail such as information is the day when the customer enters the commercial facility.

In the present invention according to claim 13, the store staff in the commercial facility uses their own smartphone or store terminal to store the marketing method in the commercial facility according to any one of claims 8 to 12. It is characterized in that the previous customer's customer attraction situation further has a step of delivering a store profit information or discount information mail to the smartphone of the customer who has entered the store based on the travel situation.

The present invention according to claim 14 is a marketing method using the marketing system according to claim 7, wherein a step of detecting the approach of a customer, a step of listening to a customer's request, and a response to the customer's request are received. The marketing method in a commercial facility according to any one of claims 8 to 13, further comprising a step of performing marketing information and a step of transmitting and receiving information related to marketing.

According to the marketing system and marketing method in the commercial facility according to the present invention, appropriate and timely marketing becomes possible according to the customer who actually entered the commercial facility and the movement of the customer in the commercial facility. It is possible to strongly enhance the purchasing motivation of customers when they enter the store.

It is an overall view which shows the embodiment of the marketing system in the commercial facility of this invention. It is a hierarchical diagram which shows an example of the cloud in the cloud server system which concerns on embodiment. It is a figure which shows an example of the marketing automation including the server group in an embodiment. It is a block diagram which shows the configuration example of the computer used in embodiment. It is a block diagram which shows the structural example of the store terminal in Embodiment. It is a figure of the smartphone screen which shows the display example of the questionnaire format. It is a schematic diagram which shows the example of giving the electronic stamp in an embodiment. It is a flowchart which shows the step of the marketing method which concerns on embodiment. It is an overall view which shows the marketing system which concerns on other embodiment of this invention. It is a functional block diagram which shows an example of the store robot used in the embodiment of FIG. It is a flowchart which shows an example of the marketing process in the same embodiment.

Next, an embodiment of the present invention will be described with reference to the drawings, but the present invention is not limited to such an embodiment.

As shown in FIG. 1, the marketing system according to the present embodiment is, for example, in a commercial building (1000) from the first basement floor (B1) to the fourth floor above ground (4F), and is in the commercial building (1000) or A group of servers (0001) provided at different locations, store terminals (0002) installed on each floor (B1 to 4F), and stores (1001) to (1001) in the commercial building (1000) as needed. A monitor (0003) and VR goggles (0004) with speakers provided in 1008), and smartphones (0005) (0011) carried by customers in the commercial building (1000) and staff of the stores (1001) to (1008). ~ (0015) and the like.

The marketing system according to the present embodiment has a so-called cloud server system as a whole, and the server group (0001) constituting the cloud functions as marketing automation.

As shown in FIG. 2, the cloud in the cloud server system according to the present embodiment is composed of the above-mentioned server group (0001) and the like. For example, a cloud infrastructure layer (2101) and a cloud service layer (2102) above it. It is composed of a layer such as a cloud application layer (2103) and performs various information processing as described later.

The server device in the server group (0001) used in the present invention functions by at least computer hardware and a computer program executed on the computer hardware. In addition, each store terminal (0002) executes marketing according to the present invention by transmitting and receiving to and from the server group (0001), has a beacon function, and is a customer who visits the commercial building (1000). Information on products and services provided by the stores (1001) to (1008) and their sale information, coupon issuance, point calculation, and the like are performed, and further from the server group (0001) described later. Applications for performing the various marketing provided have been downloaded.

As shown in FIG. 3, the server group (0001) includes, for example, in a DMP (Data Management Platform) (3001), a DNS server (Domain Name System) (3002), a WEB server (3003), a POS server (3004), and the like. It is composed of a plurality of server devices such as an application server (3005), a DB server (3006), a mail server (3007), and the like, and the store terminal (0002) and the customer or the store (1001) via a communication means such as the Internet. Information is sent and received to and from the smartphones (0005) (0011) to (0015) of the staff of (1008), and these are combined to issue profitable information, coupons, give points, send e-mail newsletters, and products. / Or marketing automation is performed to deliver content such as promotional images and music related to the service.

As shown in FIG. 4, the computer includes, for example, a CD-ROM drive (1802), an MPU (1803), and a bus connected to the MPU (1803) and the CD-ROM drive (1802). (1804), a ROM (1805) for storing the program or the like, and a RAM (1806) connected to the MPU (1803) for temporarily storing instructions of an application program and providing a temporary storage space. ), An application program, a system program, a hard disk (1807) for storing data, and the like. However, such a configuration is an example, and may be realized by another hardware configuration.

As shown in FIG. 5, the store terminal (0002) includes a beacon function unit (5001), a server group (0001), and smartphones (0005) carried by customers and staff of the stores (1001) to (1008). ) (0011) to (0015), a communication function unit (5002) that transmits / receives information to / from the monitor (0003) with a speaker, VR goggles (0004), and the like, and constantly and / or temporarily stores necessary data. An application that executes marketing of the present invention via a memory function unit (5003), an information processing unit (5004) that functions as a CPU or MPU for executing marketing, and the beacon function unit (5001). , The cognitive function unit (5005) that recognizes the entry of the customer having the smartphones (0011) to (0014) downloaded from the server group (0001) constituting the cloud into the store (1001) to (1008) area, etc. Has. However, the cognitive function unit (5005) may be integrated with the beacon function unit (5001).

Further, the monitor (0003) with a speaker and the VR goggles (0004) are provided to customers by the marketing automation including the store terminal (0002) and the server group (0001), from the store (1001) to (1008). The products and services sold by the company, advertisements and sale information of companies that provide them, profitable information such as coupons and points, promotional videos, etc. are reproduced together with music and audio as needed.

Then, the smartphones (0011) to (0015) of the customers who entered the store from the first basement floor (B1) or the first floor (1F) above the commercial building (1000) are connected to the beacon function unit (5001) of the store terminal (0002) on the same floor. ) Detects and transfers some or all of the profitable information and coupons of the stores (1001) to (1008) in the commercial building (1000) to the customer's smartphones (0011) to (0015) only on the day, for example. Display it and ask for questionnaire responses as necessary.

As shown in FIG. 6, the questionnaire includes, for example, the impression (6002) of the stores (1001) to (1008) that the customer is trying to visit or the stores (1001) to (1008) that the customer has already visited, and the company of the store. The format (6001) for inputting an image (6003), a product or service of interest or attention (6004), or a customer's opinion or request (6005) on smartphones (0011) to (0014) is described above. It is displayed on the screens (6006) of the smartphones (0011) to (0014), and when each questionnaire answer is input to the format (6001) and transmitted to the server group (0001) or the like constituting the cloud, the transmitted smartphone. Coupons, discount emails, point grants, food and drink order emails at free cafes / restaurants on the 3rd floor, etc. are sent to (0011) to (0015).

Furthermore, as shown in FIG. 7, in the marketing system according to the present embodiment, the beacon function unit (5001) and the cognitive function unit (5005) of the store terminal (0002) on each floor described above determine a predetermined value on each floor. Electronic stamps (7001) to (7004) that detect that the customer has visited the stores (1001) to (1008) are displayed on the customer's smartphones (0011) to (0014) to provide coupons and discounts. We may also issue emails or electronic gift certificates.

In addition, for example, tenant employees of stores on the 3rd floor can use their mobile terminals such as smartphones (0005) to visually check the time zone and the customer's entry status, and appropriately provide profitable information and discounts for the day only. By sending e-mails, etc., the purchase motivation of specific or unspecified customers of the store is increased.

Next, an embodiment of the marketing method by the marketing system described above will be described. As shown in FIG. 8, in the commercial building (1000), the step (S8001) of detecting the entry of the store and the customer who entered the store According to the step of delivering profit information, sale information, etc. to the customer's smartphone (S8002), the step of transmitting the questionnaire format to the customer's smartphones (0011) to (0014) (S8003), and the questionnaire format. The step (S8004) of receiving the questionnaire response sent by the customer, and the coupons, crude products, discounts or commercial buildings (discounts or commercial buildings) related to the products and services provided by the stores (1001) to (1008) in the commercial building (1000) after the reception. It has a step (S8005) of transmitting a free food and drink mail or the like at a cafe or restaurant in 1000). Further, in the step (S8005), the expiration date of coupons, gifts, discounts, or free food and drink emails at cafes and restaurants in the commercial building (1000) related to goods and services is only one day on the day of the customer's entry. In some cases.

In addition, the distribution of profit information, sale information, and the like to the customer in the step (S8002) may be performed when the customer approaches each store (1001) to (1008).

Further, the questionnaire format of the step (S8003) may be displayed on the store terminal (0002), and the customer may answer the questionnaire on the store terminal (0002).

Further, a step of detecting and counting each time a predetermined store (1001) to (1008) in the commercial building (1000) is visited by using the beacon function unit (5001) of each store terminal (0002). (S8006), a step (S8007) of transmitting an electronic stamp to the customer's smartphones (0011) to (0014) each time the customer visits a predetermined store (1001) to (1008), and a customer's smartphone (0011). )-(0014), the step (S8008) of receiving the result of completing the electronic stamp, and after receiving the completion of the electronic stamp, the customer's smartphones (0011) to (0014) have a commercial building (1000). Further has a step (S8009) of transmitting coupons and crude products related to products and services provided by the stores (1001) to (1008), discounts, or free food and drink emails at cafes and restaurants in the commercial building (1000). In some cases, the award may expire only on the day the customer enters the store.

As shown in FIG. 9, in the marketing system according to the present invention, in the overall configuration of FIG. 1 described above, various store robots (9001) to (9008) are installed underground (B1) in a commercial facility and a store (1001) on the ground. ) (1002) (1004) (1005) (1007) (1008).

Then, for example, the store robot (9001) in the underground B1 directly conveys the profitable information on the day of the products and services provided in the stores (1001) to (1008) in the commercial facility to the customer. It is a type store robot. Further, the store robot (9002) in the same underground B1 has a function of automatically reproducing the CMs of the stores (1001) to (1008) with video and music to the customer who has detected the entry.

In addition, the store robot (9003) located in the store (1001) on the first floor above the ground has a function of responding to customers who come to the store on behalf of the clerk, and the store robot (1002) on the same floor. (9004) has a function of accepting questionnaire responses to customers. Further, the store robot (9005) located in the store (1004) on the second floor above the ground has a function of allowing the customer to watch the advertisement of the tenant company and providing a coupon that can be used in the store (1004) in return. .. Further, it has the same function as the store robot (9005) of the store robot (9006) in the store (1005) on the third floor above the ground. Further, the store robot (9007) of the store (1007) on the fourth floor above ground has the same function as the store robot (9001) on the first basement floor B1. Furthermore, the store robot (9008) of the store (1008) on the 4th floor creates an estimate at the request of the employees of the store (1008), and the products and services provided at the store (1008). It has a function to reproduce and provide the information of the above in video and audio.

The marketing system according to the present invention in which the store robots (9001) to (9008) described above are introduced is also a so-called cloud server system, and the server group (0001) constituting the cloud functions as marketing automation. is there. Since the configurations other than the above-mentioned store robots (9001) to (9008) are the same as the marketing system described from the beginning, the description will be omitted by adding the same reference numerals.

As shown in FIG. 10, the store robots (9001) to (9008) include, for example, a camera (1001) for taking a picture of a customer or the inside of a store, answering a customer's questionnaire, viewing a CM, and requesting a customer who has entered the store. An interface that accepts or plays a touch panel display (1002), a microphone that collects the voices of customers and store clerks (1003), and a speaker that outputs voices and CM music that respond to customers (1004). A drive unit (1005) such as a motor for moving the store robots (9001) to (9008) and moving arms, necks, etc., the server group (0001), the store terminal (0002), and the customer. Communication function unit (1006) for bidirectionally transmitting and receiving information and data to and from the smartphones (0011) to (0014) of the store staff and the smartphones (0005) of the store staff, and detecting the entry of customers or the like, or even automatically. Information arithmetic processing for executing various information processing performed by the store robots (9001) to (9008) and arithmetic processing associated with customer service, and the beacon function unit (1007) that triggers the reproduction of audio and video. (1008) and the like.

Next, as shown in FIG. 11, an example of the processing in the store robots (9001) to (9008) will be described. First, the step (S1101) of detecting the approach of the customer and the step (S1101) of detecting the approach of the customer are performed. Information on the step (S1102) of listening to the customer's request, guiding the inside of the stores (1001) to (1008) according to the customer's request, and the products and services provided by the stores (1001) to (1008). It has a response step (S1103) for providing the sale information and other information thereof, and a step (S1104) for transmitting and receiving information, data, and the like with the server group (0001) in response to a request from a customer or a store staff.

Then, the step (S1102) of listening to the customer's request is performed, for example, by inputting the customer by the touch panel display (1002) or acquiring voice by the microphone (1003).

According to the marketing system and marketing method according to the present invention, in commercial facilities such as shopping malls and department stores, the purchasing motivation of customers who enter the store is greatly enhanced, so that it can be expected to be widely used in the field of retail business.

(0001) Server group (0002) Store terminal (0005) Staff smartphones (0011) to (0015) Customer smartphones (1000) Commercial buildings (1001) to (1008) Stores (3001) DMP
(3002) DNS server (3003) WEB server (3004) POS server (3005) App server (3006) DB server (3007) Mail server (5001) Beacon function unit (5002) Monitor with speaker (5003) Memory function unit (5004) ) Information Processing Department (5005) Cognitive Function Department

Claims (14)

A marketing system in a commercial facility, which is equipped with a group of marketing servers constituting the cloud, a store terminal in the commercial facility, and a smartphone owned by a customer who entered the commercial facility or a store staff in the commercial facility. The group includes at least a marketing WEB server that connects to the store terminal and the customer's smartphone via the Internet, and discount emails, sale information, coupons, points, etc. regarding products and services provided by the store in the commercial facility to the customer's smartphone. A marketing mail server that delivers marketing mail, an application server that provides marketing applications to customers' smartphones, products and services provided by each store, and discount information, sale information, coupons, points, and questionnaires. It has a database server in which marketing information including at least one of related information is managed, and the marketing WEB server plays a role of providing the marketing information between the store terminal and the smartphone. The application server has an application for executing marketing between the store terminal and the smartphone, and executes the application in cooperation with the WEB server, and executes the application in cooperation with the WEB server. Has a communication function unit, a beacon function unit, a cognitive function unit, and a memory function unit for communicating with the marketing server group and the customer's smartphone, and communicates with the marketing server group. A marketing system in a commercial facility in which at least the marketing information is transmitted / received via a functional unit, and at least the marketing information is uploaded and browsed between the store terminal and the marketing server group. The marketing system in a commercial facility according to claim 1, wherein the server group has at least a marketing DNS server that manages the domain of the store in the commercial facility. The marketing system in a commercial facility according to claim 1 or 2, wherein the server group has a POS server that manages sales of stores in the commercial facility. Further, a group of servers including the marketing WEB server, the marketing mail server, the application server, the marketing DNS server, the POS server, and the marketing DB server execute marketing automation in cooperation with the DMP. The marketing system in the commercial facility according to claim 3, which is characterized. Further, any one of claims 1 to 4 , wherein the store terminal has a marketing information processing unit that performs processing related to store operation with the marketing server group constituting the cloud. Marketing system in commercial facilities. Furthermore, a monitor with a speaker and / or VR is installed in the store in the commercial facility, and the company that operates the store and the products and services provided by the company are advertised by the cloud. The marketing system in the commercial facility according to any one of claims 1 to 5, characterized in that. Further, at least, communication for transmitting and receiving information between a marketing display for displaying information for dealing with customers, a driving unit for moving, and a group of servers constituting the customer's smartphone, store terminal, and cloud. The marketing system in a commercial facility according to any one of claims 1 to 6, further comprising a functional unit and a store robot including a marketing arithmetic processing unit that executes information processing in marketing. A marketing method in a commercial facility using the marketing system according to any one of claims 1 to 7, wherein the store terminal detects the entry of a customer into the commercial facility and the entry from the server. A step of sending a questionnaire format to the customer's smartphone at the store, a step of detecting the customer's response transmission entered in the questionnaire format by the server, and a step of detecting the customer's response transmission after the detection, at a cafe or restaurant in a commercial facility. A marketing method in a commercial facility that has a step of sending a privileged email from a server, such as a free food and drink email or a discount email for a product or service provided by a store in the commercial facility. A marketing method in a commercial facility using the marketing system according to any one of claims 1 to 7, wherein the store terminal detects the entry of a customer into the commercial facility, and the store terminal A step of counting the number of times a customer has visited a store in the commercial facility, a step of transmitting an electronic stamp from the store terminal to the smartphone of the customer who is traveling around the store, and a step of transmitting the electronic stamp to the store terminal. The step of detecting whether or not the number of target stamps has reached a predetermined number and is completed, and when the electronic stamp is completed, the server sends the customer's smartphone to the customer's smartphone for free food and drink mail at a cafe or restaurant in the commercial facility or the commercial facility. A marketing method in a commercial facility that has the step of sending a privileged email such as a discount or crude product for a product or service offered by a store within. In the marketing method in the commercial facility according to claim 8 and 9, after the step of detecting the customer's entry into the commercial facility by the store terminal, the transmission of a privilege mail for the questionnaire response by the customer according to claim 8 is performed. A marketing method in a commercial facility in which one of the transmission of a privilege mail for the completion of the electronic stamp according to claim 9 is performed first, and the other is performed later. After the step of detecting the customer's entry into the commercial facility by the store terminal, the step of delivering the privilege mail such as sale information and profit information about the products and services provided by the store in the commercial facility to the detected customer's smartphone from the server. The marketing method in the commercial facility according to any one of claims 8 to 10, further comprising. Claims 8 to 8, characterized in that the expiration date of the privilege mail such as sale information and profit information about the products and services provided by the store in the commercial facility is the day when the customer enters the commercial facility. The marketing method in the commercial facility according to any one of 11. Based on the customer's customer attraction status and travel status in front of the store, based on the notification transmission from the store's smartphone, the store's profit information and discount information mail is delivered from the server to the store's smartphone. The marketing method in a commercial facility according to any one of claims 8 to 12, further comprising steps. In the marketing method using the marketing system according to claim 7, the store robot detects the approach of the customer, the store robot listens to the customer's request, and the store robot responds to the customer's request. The marketing method in a commercial facility according to any one of claims 8 to 13, further comprising a step and a step in which the store robot sends and receives information related to marketing to and from the server.