CA2555130A1

CA2555130A1 - Systems and methods for optimizing marketing

Info

Publication number: CA2555130A1
Application number: CA002555130A
Authority: CA
Inventors: Robert Brazell; Robert Wolf; Linwood Register; Robert H. Powell; Michael D Landon; Jean-Marc Porson
Original assignee: Individual
Current assignee: In Store Broadcasting Network LLC
Priority date: 2004-02-03
Filing date: 2005-02-02
Publication date: 2005-08-25
Also published as: EP1769451A4; WO2005076828A2; WO2005076828A3; EP1769451A2

Abstract

The present invention relates to methods of optimizing marketing including measuring customer response, optimizing advertising in response to the customer response data, and providing an intelligent coupling system. One embodiment of the present invention relates to a method of acquiring data about the advertising preferences of particular groups of customers. Another embodiment of the present invention relates to optimizing advertising variable settings with respect to acquired advertising data in an effort to identify optimized advertising variable settings for identifiable groups of customers.
Yet another embodiment of the present invention relates to a method of generating an advertisement with optimized advertisement variable settings for an advertising target group. Yet another embodiment of the present invention relates to measuring customer response data of various message media and combinations of message media. Yet another embodiment of the present invention relates to a method for providing an intelligent in-store couponing system comprising an operating computer for controlling the functions of the intelligent in-store couponing system; a coupon database capable of storing coupons and coupon data or information; a coupon management module for managing the coupons and their delivery; and at least one coupon delivery system capable of delivering a coupon to a customer.

Description

SYSTEMS AND METHODS FOR OPTIMIZING MARKETING
1. Field of the Invention The present invention relates to methods of optimizing marketing. Wore particularly, the present invention relates to methods of acquiring advertising data, methods of optimizing advertising variable settings in response to acduired data, methods of implementing smart COLIpOIllllg, and methods of effective direct marketing.

2. Baclcground Advel-tising is the process throilgh wluch companies attempt to convince customers to purchase their products. Advertising takes many fo1111S
111Chldlllg radio advel-tisements, in-store audio advel-tisements, television advertisements, billboards, etc. The production and broadcasting of these advertisements has become more and more expensive. Companies wish to maximize the effect of their advertisements by detelmilung the most effective message to promote. Numerous marketing textbooks and classes discuss this field.
In order to sell advertising to companies, particular information must often Lie provided which illustrates the effects of the advel-tising. The advertising industry standard for analyzing the effectiveness of an advertisement is the metric values of reach and frequency with which the advertisement is received L,y customers.
The reach is the percentage of customers who are exposed to the advertisement and the fi-equency is the number of times an individual customer is exposed to the same advertisement. Companies generally wish to maximize their reach for a certain maximum freduency. Tlus value is generally expressed in the forn of a RF curve of reach versus rating points, wherein each rating point has an associated price value.
Unfortunately, these metric values are rarely analyzed for in-store advertising because of the availability of sales information.
One of the major obstacles in creating effective advertising is determining a customer's response to a particular advertisement. Traditionally companies have used focus groups and surveys in order to obtain customer response infornation about their products and/or advertisements. This customer response information can then be used to adjust or manipulate their advertisements. Unfortunately, these techniques of generating customer response information have been found to be inadequate and often inaccurate. Therefore, there is a need for a new method of generating customer response information that is both efficient and reliable.

Another problem with maximizing the effectiveness of advertising is the significant time delay between obtaining the customer response data, creating the advertisement, and broadcasting the advertisement. In many circumstances, the initial data indicating what will be effective in advertising a particular product play expire or become inaccurate. Therefore, there is also a need for a process that is able to efficiently generate an advertisement with respect to time sensitive customer response data.
Yet another problem with maximizing the effectiveness of advertising is the need to identify the most appropl'iate target audience. Some products are purchased by a wide variety of customers such as toilet paper and toothpaste while others are purchased by only a particular group. A significant loss in advertising effectiveness results if a wide-use product is only advertised to a select gl'oup of customers.
Therefore, there is a need in the industry for a process of identifying ~
target gl'otth for a particular product, which can then be used to maximize the efficiency of a particular advertisement directed at selling the product.
SUMMARY
The present invention relates to methods of optimizing marketing 111Chldlllg IlleaSllrlllg CLIStOlnel' t'eSpOllSe, Optlnllzlng adVel'tlSlllg 111 reSpOllSe t0 the CllStOlllel' response data, and providing an intelligent coupomng system. One embodiment of ?0 the present invention relates to a method of acquiring data about the advertising preferences of particular groups of customers. For example, this data may include analyzing the shopping response of all married female shoppers over 40 years of age after a particular advertisement is played; this shopping response could then be compared with the shopping response of a similar group after a different advertisement is played. Another embodiment of the present invention relates to optimizing advel-tising variable settings with respect to acquired advertising data in an effort to identify optimized advertising variable settings for identifiable groups of customers. Yet another embodiment of the present invention relates to ~ method of generating an advel'tisement with optimized advertisement variable settings for an advertising target group. For example, if data indicates that a particular demogl'aphic responds to a male advertiser, the advertisement will be spoken with a male voice and played during that time period. Yet another embodiment of the present invention relates to measuring customer response data of various message media alld combinations of message media. Yet another embodiment of the present invention relates to a method for providing an intelligent in-store coupolling system comprising an operating computer for controlling the functions of the intelligent in-store couponing system; a coupon database capable of storing coupons and coupon data or information; a coupon management module for managing the coupons and their delivery; and at least one coupon delivery system capable of delivering a coupon to a customer.
This technology provides numerous advantages over the prior art including arbitrary audience targeting and near real time measurement and adjustment.
Arbitrary audience targeting allows for advertisements to be tailored to specifically target a particular group of customers. Real time measurement includes identifying the customer response to a particular advertisement.
These and other features and advantages of the present invention will be set forth or will become more hilly apparent in the description that follows and in the appended claims. The feahlres and advantages may be realized and obtained by means of the inst111ments and COIIIbIIlatIOIIS particularly pointed out in the appended claims. Furthermore, the features and advantages of the invention may be learned by the practice of the invention or will be obvious fr0111 the description, as set forth her einafter.
BRIEF DESCRIPTION OF THE DRAWINGS
In order that the mamler in which the above-recited and other advantages and features of the invention are obtained, a more particular description of the invention briefly described above will be rendered by reference to specific embodiments thereof which are illustrated in the appended drawings. Understanding that these drawings depict only typical embodiments of the invention and are not therefore to be considered limiting of its scope, the invention will be described and explained with additional specificity and detail tlwough the use of the accompanying drawings in which:
Figure 1 illustrates a representative system that provides a suitable operating enviromnent for use of the present invention;
Figure 2 is a flow chart illustrating one embodiment of a method for optimizing an advertisement in response to customer data;
Figure 3 is a flow chart illush~ating one embodiment of a method for acqunnng CLIStOlller response data including Opt111111111 adVertlSlng variable settings for ~ plurality of advertising groups;

Figure 4 is a flow chart illustrating one embodiment of a method for broadcasting a plurality of test advertisements with uuque sets of advertisement variable settings;
Figure 5 is a flow chair illustrating one embodiment of a method for generating an adveutisement with optimized advertising variable settings fur an advertising tar get group;
Figure G is a flow chart illustrating one embodiment of a method for automatically broadcasting an efficient advertisement with respect to present customers;
Figure 7 is a chart illustrating various customer response metric measurements in response to a particular media;
Figure 8 is a b oup of charts which each illustrate RF curves of customer response to a particular media;
Figure 9 illustrates a general diagram of an intelligent marketing system comprising several constituent systems liuced together by a computer network;
Figure 10 illustrates a representative system that provides a suitable operating ellvlrOlllllellt fOr LISe Of the present invention;
Figure 11 illustrates a general network-based system in which the technology of the present invention may be implemented;
2~ Figure 12 illustrates a network diagram of an exemplary operating arrangement of a basic intelligent in-store couponing system;
Figure 13 illustrates a network diagram of an exemplary operating aiTangement of a centrally controlled intelligent couponing system;
Figure 14 illustrates a network diagram of an exemplary intelligent in-store ?5 couponing system as integrated with an in-store media broadcasting system and a customer detection and tracking system;
Figure 15 illustrates an exemplary paper couponng system;
Figure 16 illustrates an exemplary paperless or paper couponing system;
Figure 17 illustrates the operating computer of the intelligent in-store 30 couponing system and its ability to access various system databases;
Figure 1S illustrates a flow diagram of a method for providing general intelligent couponing;
Figure 18 illustrates a flow diagram of a method for providing intelligent COLIpOmllg by integrating into the couponing system an in-store media broadcasting 35 system;

Fib ue 19 illustrates a flow diagram of a method for providing intelligent coupolling by integrating into the couponing system a customer entrance detection and traclting system;
Figure 20 illustrates a general flow diagram of an exemplary in-store 5 couponing method using the intelligent in-store couponing system of the present invention; and Figure 21 illustrates a flow diagram of an embodiment of a couponing system incorporating the ability to determine if a requested coupon exists.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
The present invention may be embodied in other specific forms without departing from its spirit or essential characteristics. The described embodiments are to be considered in all respects only as illustrative and not restrictive. The scope of the invention is, therefore, indicated by the appended claims rather than by the foregoing description. All changes that come within the meaning and range of equivalency of the claims are to be embraced within their scope.
The present invention relates to methods of optimizing marketma including measuring customer response, optimizing advertising in response to the customer response data, and providing an intelligent couponing system. COe embodiment of the present invention relates to a method of acquiring data about the advertising preferences of particular groups of customers. For example, this data may include analyzing the shopping response of all married female shoppers over 40 years of age after a particular advertisement is played; this shopping response could then be compared with the shopping response of a similar group after a different advel-tisement is played. Another emhodiment of the present invention relates to optimizing advertising variable settings with respect to acquired advertising data in an effort to identify optimized advel-tising variable settings for identifiable groups of customers. Yet another embodiment of the present invention relates to a method of generating an advertisement with optimized advertisement variable settings for an advertising target group. For example, if data indicates that a particular demographic responds to a male advertiser, the advertisement will be spoken with a male voice and played during that time period. Yet another embodiment of the present invention relates to measuring customer response data of various message media and combinations of message media. Yet another embodiment of the present invention relates to a method for providing an ilitelligent in-store couponing system comprising an operating computer for controlling the functions of the intelligent in-store couponing system; a coupon database capable of storing coupons and coupon data or information; a coupon management module for managing the coupons and their delivery; and at least one coupon delivery system capable of delivering a coupon to a customer. While embodiment of the present invention are directed at methods of acquiring advertising data and optimizing advertisements, it will be appreciated that the teachings of the present invention are applicable to other areas.
As used in this specification, the following teams are defined accordingly:
"advertisement" includes all fours of advertising; including but not limited to audio, video, still visual, touch, taste, smell, and any combination thereof.
"optimized advertisement" is an advertisement that is specifically optimized for an advertising target group.
"customer response data" includes identifying various customer reactions to an advertisement with respect to advertising variable settings included in the advertisement. These reactions include but are not limited to purchasing a product, not purchasing a product, changing routine, and leaving the store. Therefore, complete customer response data will include cowelating various customer reactions with customer infomnation and advertising variable settings.
"advertising variable settings" include the settings of various variables that affect how an advertisement is perceived. These variables include but are not limited to frequency, duration, play time, volume, gender of speaker(s)/actor(s), sound/vidco icons, smell icons, taste icons, background music/scenery, sound effects, special effects, presence/absence of pricing infomnation, variations in pricing, variations in offer, value added content, seasonal related message, category promotions, variations on the product message, and promotional offers.
35 "optimized advertising variable settings" is a set of advertising variable settings that are optimized for a particular advertising target group.
"advertising group" is a group of people who share at least one characteristic or trait.
"advertising target group" is a group of people who share at least one characteristic and who are targeted for a particular advertisement. For example, males over 50 years old may be an advertising target group for a lLl~llry automobile.
"test advertisement" is an adveuisement or message that is played for a propose including but not limited to obtaining customer response data.

"customer response device" is a device that measures a customers response.
For example, a loyalty/membership card, a point-of sale device, a credit-card related device, an RFID, a survey response device, etc.
"customer infornlation device" is a device that transfers information about a customer. A customer information device may or may not be the same as a customer response device. For example, a customer loyalty card includes customer lllf0l'lllat1011 but au RFID located on a particular product does not contain any CLLStOlllel' information.
"advertisement components" are various components of an advertisement that can be used independently or compiled with other components to create a complete advel-tisement. For example, various prices may be recorded for all alldlo advertisement alld then compiled with other information into complete adVert1Se111e11tS
as the price of a particular item is lowered. .
"optimization algorithm" is a procedure that is used to obtain the host efficient variable setting for a unique input. For example, if a store leas 2 women, 8 men, and 4 children, an optimization algorit111n could utilize lalown data to determine what is the most efficient set of advertising variable settings for that particular scenario. Lilcewise, an optimization algorithm can be used to determine tile optimum advertising variable settings for a pal-ticular advertising group in relation to a set c~f customer response data.
"metric" is a standard customer response measurement including but not limited to reach, frequency, sales, awareness, etc.
"media" is the vehicle through which au advertisement or message is broadcast to customers. Media includes but is not limited to audio, video, shopping cart, billboard, television, radio, intenlet, smell, touch, taste, in-store media, out-of store media, and any combination thereof.
The following disclosure of the present invention is grouped into three subheadings, namely "Exemplary Operating Environment", "Advertisement Optimization", "Measuring Customer Response", "Intelligent In-Store Marketing System", "Intelligent In-Store Couponing System", "Couponing System", "Computer Network-Based hl-Store Media Broadcasting System", "Computer Entrance Detection and Tracking System", "Coupon Management Module", and "Methods for In-Store COlIp011111g (Business Methods)". The utilization of the subheadings is for convenience of the reader only and is not to be constnled as limiting in any sense.

Exemplary Operating Environment Figure 1 and the corresponding discussion are intended to provide a general description of a suitable operating envirolunent in which the invention may be implemented. One skilled in the art will appreciate that the invention may be practiced by one or more computing devices and in a variety of system configurations, including in a networked configuration. Alternatively, the lllvellt1011 play also be practiced in whole or in part manually following the same procedures, Embodiments of the present invention embrace one or more computer readable media, wherein each medium may be config~.ired to include or includes thereon data or computer executable instlctions for manipulating data. The computer executable instructions include data styctures, objects, programs, routines, or other program modules that may be accessed by a processing system, such as one associated with a general-purpose computer capable of perfol~lning various different functions or one associated with a special-purpose computer capable of performing a limited number of functions. Computer executable instmctions cause the processing system to perform a particular function or group of functions and are examples of program code means for implementing steps for methods disclosed herein.
Furthermore, a particular sequence of the executable instructions provides an example of colTesponding acts that may be used to implement such steps. Examples of ?0 computer readable media include random-access memory ("RAM"), read-only memory ("ROM"), progralnlnable mead-only melnory ("PROM"), erasable programmable read-only memory ("EPROM"), electrically erasable programmable read-only memory ("EEPROM"), compact dish read-only memory ("CD-RONI"), or any other device or component that is capable of providing data or executable inst111ctions that may be accessed by a processing system.
With reference to Figure 1, a representative system for implementing the invention includes computer device 10, which may be a general-purpose or special-purpose computer. For example, computer device 10 may be a personal computer, a notebook computer, a personal digital assistant ("PDA") or other hand-held device, a workstation, a minicomputer, a mainframe, a supercomputer, a nndti-processor system, a network computer, a processor-based consumer electronic. device, or the like.
Computer device 10 includes system bus 12, wluch may be configured to comiect various components thereof and enables data to be exchanged between two or A
more components. System bus 12 may include one of a variety of bus stlmc.tures including a memory bus or memory controller, a peripheral bus, or a local bus that uses any of a variety of bus architectures. Typical components comlected by system bus 12 include processing system 14 and memory 1G. Other components may include one or more mass storage device interfaces 18, input interfaces 20, output interfaces 22, andlor network interfaces 24, each of which will be discussed below. ' Processing system 14 includes one or more processors, such as a central processor and optionally one or more other processors desib led to perform a particular fLlI1Ct1011 Or taslc. It is typically processing system 14 that executes the inshwctions provided on computer readable media, such as on memory 1 G, a magnetic hard disk, a removable magnetic disk, a magnetic cassette, an optical disk, or from a colnlnunication connection, which may also be viewed as a computer readable 111ed111111.
Memory 16 includes one or more computer readable media that may be configlwed to include or includes thereon data or instnlctions for manipulating data, and may be accessed by processing system 14 tlwough system bus 12. Memory 1 G
may include, for example, ROM 28, used to permanently store information, and/or RAM 30, used to temporarily store information. ROM 28 may include a basic input/output system ("BIOS") having one or more routines that are used to establish communication, such as during start-up of computer device 10. RAM 30 may include one or more program modules, such as one or more operating systems, application programs, and/or program data.
One or more mass storage device interfaces 1 S may be used to correct one or more mass storage devices 26 to system bus 12. The mass storage devices 2G may be incorporated into or may be peripheral to computer device 10 and allow computer device 10 to retain large amounts of data. Optionally, one or more of the mass storage devices 26 may be removable from computer device 10. Examples of mass storage devices include hard disk drives, magnetic disk drives, tape drives and optical disk drives. A mass storage device 26 may read fiom and/or write to a magnetic hard disk, a removable magnetic disk, a magnetic cassette, an optical disk, or another computer readable medium. Mass storage devices 2G alld their corresponding computer readable media provide nonvolatile storage of data and/or executable instructions that may include one or more program modules such as an operating system, one or more application programs, other program modules, or program data. Such executable instructions are examples of program code means for implementing steps for methods disclosed herein.
One or more input interfaces 20 may be employed to enable a user to enter data and/or instnlctions to computer device 10 through one or more corresponding 5 input devices 32. Examples of such input devices include a keyboard and alternate input devices, such as a mouse, traclcball, light pen, stylus, or other pointing device, a microphone, a joystick, a game pad, a satellite dish, a scamzer, a camcorder, a digital camera, and the like. Similarly, examples of input interfaces 20 that may be used to comzect the input devices 32 to the system bus 12 include a serial port, a parallel poet, 10 a game port, a universal serial bus ("USB"), a flrewire (IEEE 1394), or another interface.
One or more output interfaces 22 may be employed to comtect one or more corresponding output devices 34 to system bus 12. Examples of output devices 'include a monitor or display screen, a speaker, a printer, and the like. A
particular output device 34 may be integrated with or peripheral to computer device 10, Examples of output interfaces include a video adapter, an audio adapter, a parallel port, and the like.
One or more networlc interfaces 24 enable computer device 10 to exchange information with one or more other local or remote computer devices, illustrated as computer devices 36, via a network 3S that may include hardwired and/or wireless lines. Examples of network interfaces include a networlc adapter for connection to a local area network ("LAN") or a modem, wireless line, or other adapter for comlection to a wide area network ("WAN"), such as the Internet. The network interface 24 may be incorporated with or peripheral to computer device 10. In a networked system, accessible program modules or portions thereof may be stored in a remote memory storage device. Furthermore, in a networlced system computer device 10 may participate in a distributed computing envirolunent, where ftl11Ct1011S
Ol' tasks are performed by a plurality of networked computer devices.
Advertisement Optimization Reference is next made to Figure 2, which is a flow chart illustrating one embodiment of a method for optimizing an advertisement in response to customer data, designated generally at 200. Although acts are shown and described in a sequential order, the steps can be performed in any order in relation to one another.

The method 200 begins by generating customer response data, act 210. Customer response data includes identifying various customer reactions to an advertisement with respect to advertising variable settings included in the advertisement.
Advertising variable settings include a plurality of aspects of an advertisement that can be used to identify pal-ticular customer preferences. These reactions include but are not limited to purchasing a product, not purchasing a product, changing routine, and leaving the store. Therefore, complete customer response data will include correlating various customer reactions with customer information and advertising variable settings. One embodiment of generating customer response data will be described in more detail with respect to Figure 3. In one embodiment the act of generating customer response data 210 will include generating a set of Optlllltl111 advertising variable settings for a plurality of advertising groups. The determination of optimum advertising variable settings can be accomplished with any one of a variety of optimization algoritlnns known to those skilled in the art.
After a sufficient amount of customer response data has been obtained or generated, an advertising target group must be identified, act 230. Am advertising target group is a group of individuals who have at least one trait or characteristic in common and who are targeted for a particular advertisement. For example, males over 50 years old may be an advertising target group. The advertising target group can be identified manually by deterlnilung the optinnlm target audience of a particular advertisement or could be detel~nined automatically based on current customer population of a store at a particular time. For example, the manufacturer of aftershave may target males between the ages of 18 and 60. Alternatively, a manufacturer of toilet pap er may wish the advertisement be automatically targeted to the current population of customers in the store. Various teclmiques and technology could be used for automatically identifying the current customer population at a particular store. For example, stores may require customers to scan their loyalty cards when they enter the store in order to obtain a cart. The customer loyalty card could then be used to provide customer information about the customer to a computer that maintains a constant tally of the demograplucs of the cuwent customers. A method of automatically identifying current customers and manipulating advertisements accordingly is also discussed with respect to Figure 6.
Once the advertising target group is identified, an advertisement is generated with optimized advertising variable settings, act 250. Therefore, if one of the optimized advertising variable settings for the target advel-tising group is a male speaker in an audio advertisement, the advertisement will be generated with a male speaker. The generated advertisement may include one or flexible advertising variable settings depending on the objectives of the advertising company. Some advertising variable settings are almost always tlexible such as volume and frequency.
However, other advertising variable settings require that the producer 6f the advertisement add additional content to allow for flexibility such as price quotes, gender of speaker, seasonal greetings, etc. This additional content is lazown as advertising components. In this respect, an advertisement may be recorded with two different voices that may appeal to tt~~o different advertising target gl-oups. In addition, if the act of generating customer data 210 did not include providing a list of optimized variable settings for all advertising groups, the producer of the advertisement may need to analyze the customer data manually and select the desired foln-lat of the advertisement. Alternatively, portions of the act of generating an advertisement with optimized variable settings 250 may be performed automatically Lay a computer as discussed with respect to Figures 5 and 6.
Once the optimized advel-tisement is generated, the optimized advertisement is broadcast, act 270. Broadcasting the advertisement includes all forms of exposing the public to the advertisement including hanging a poster, playing an audio track, playing a video track, dlStrlblltlllg a smell, or any combination thereof.
Since the time of day and the location of an advel-tisement are impol-tant advertising variable settings, the broadcasting of the advertisement will also need to be consistent with the optimized set of variables. Likewise, the advertisement may also be broadcast at additional non-optimized times or locations as a test advertisement for obtaining more customer response data.
Reference is next made to Figure 3, which is a flow chart illustrating one embodiment of a method for acquiring customer response data including Optlllllllll advertising variable settings for a plurality of advertising groups. The method is designated generally at 210 corresponding to the similar act in Figure 2. The method 210 may be performed independently or as part of the method described with respect to Figure 2. Initially, a plurality of test advertisements are broadcast with unique advertising variable settings, act 212. Test advertisements are actual advertisements that are broadcast with lcrlown advertisement variable settings. Each of the plurality of broadcast test advertisements has unique advertisement variable settings.
One embodiment of broadcasting a plurality of test advertisements is described in more detail with reference to Figure 4. The act of broadcasting a plurality of test advertisements includes recording customer response data that can be correlated with each of the test advertisements.
Once the plurality of test advertisements are broadcasted, the advertising variable settings of each of the test advertisements are analyzed in relation to the coiTesponding customer response data, act 214. It is desirable to attempt to correlate which advertising variable settings affect which customer groups by identifying which test advertisements cause customers to respond in positive ways. Naturally, some customer groups will overlap with one another and certain advertising variable settings may affect customer groups in different ways. This analysis can be performed manually, automatically, or some combination thereof. Various automatic computer algoritlnns could be used which are laiown to those skilled in the art.
Once the analysis is complete, a set of optimized advertisement variables is created for a particular advertising target group, act 216. The set of optimized advertising variat~le settings may or may not be a complete set of advertising variable settings. For example, women under 1S may prefer a female voice, at high volume, repeated frequently, a rose smell, and with lots of sound effects. This set of optimized advertising variable settings is not a complete set of advertising variable settings and will allow the remaining variaL~les to be set at random or set for another purpose.
Reference is next made to Figure 4, wluch is a flow chart illustrating one embodiment of a method for broadcasting a plurality of test advertisements with unique sets of advertisement variable settings. The method is designated generally at 212 corresponding to the similar act in Figure 3. This method may be performed independently or as part of the method described with respect to Figure 3. W
itially, a single test advertisement is broadcast with a lcnown set of advertisement variable settings, act 305. As discussed above, the term "broadcast" is used broadly to describe any manner in which an advertisement may be exposed to the public.
Numerous different advertisement variables may or may not be present in the broadcast test advertisement. For example, a video advertisement may also include a smell that is simultaneously dispensed from a plurality of sprayers. Likewise, an audio advertisement may include various sound effects. Customer's corresponding responses are then recorded, act 310. A query is then performed to determine whether enough customer response data has been accunmilated for proper analysis, act 31 S. At least two test advertisements must be broadcast in order to perform any analysis. The analysis included comparing the at least two test advertisements to one another to generate information. The detel-lnination of how many test advertisements is enough for proper analysis can be determined manually or automatically. IF there is sufficient customer response data, the method will proceed to whatever next act or method is provided. If there is not sufficient customer response data for analysis, the advertisement variables will be adjusted and the act of broadcasting a test advertisement will be repeated, as shown. It should also be noted that any broadcast of an advertisement may be considered the broadcast of a. test advertisement for the propose of gathering additional customer response data. Therefore, this method may be implemented continually tluough the process of advertising.
Reference is next made to Figure 5, which is a flow chart illustrating one embodiment of a method for generating an advertisement with optimized advertising variable settings for an advertising target group. The method is designated generally at 270 corresponding to the similar act in Figure 2. The method 270 may be performed independently or as part of the method described W ith reference to Figure 2. Initially, various advertising components are created, act 505. Advertising components are portions of an advel-tisement that can be used independently as an advertisement or must be coupled with additional components to form a complete advertisement. The advertising components correspond to advertising variable settings. For example, one component nnght be an audio advertisement recorded with a female voice while another might be the same advertisement recorded with a hale voice. Alternatively, a sound effect may be recorded as a separate advertising component which may or may not' be compiled into a complete advertisement.
Cel-tain advertising variable settings do not require additional advertising components to be generated in order to allow for their adjustment. For example, the volume of an audio advertisement can be adjusted in accordance with optimized settings without the need to record additional advertising components. It is not necessary to provide advertising components col~-esponding to all of the advertising variable settings, only the advertising variable settings which the advertisement producer wishes to be flexible.
Once all the necessary advertising components are created, the complete advertisement is compiled utilizing components that colTespond to a set of optimized advertising variable settings, act 510. This act may be perfonned manually or automatically depending on the application. For example, if an advertiser only wants to optimally target a single customer group in one particular location, a single version ~~ we aavertlsement may be manually compiled and transferred to the location.
However, if the advertiser wishes the advertisement to be part of a dynannc advertising system, the ad~jertisement may be compiled automatically by a computer in response to a particular situation. A d~mamic advertising system is described in 5 more detail with reference to Figure 6.
Reference is next made to Figure 6, which is a flow chart illustrating one embodiment of a method for automatically broadcasting an efficient advertisement with respect to present customers. The method is desiy ated generally at G00 and may be performed independently or as pal-t of another method. Iliitially, a current set 10 of customers is identified, act 605. The identity and characteristics of cuwent customers is obtained tl>rough one or more techniques and/or technologies. For example, loyalty card scamling, video face recognition, manual Input, etc.
Numerous technologies are becoming available that allow retailers to obtain customer information and customer response data. These technologies are hcnown to those 15 skilled in the art and the use of any Sllch technology is consistent with the teachings of the present invention.
Once information is obtained about current customers, a set of optimized advertising variable settings can be dynamically determined that will maximize the affect of an advertisement, act 610. The optimized advertising variable settings may be the optimal variable settings for the most prevalent customer group in the store or they may be a custom set of advertising variable settings that is a statistically generated to maximize the affects of an advertisement. Various other techniques lnay also be used to determine the optimized advertisement variable settings.
After tile optimized advertising variable settings are established, an advertisement is generated in accordance with the optimized advertising variable settings, act 615. The advertisement is dynamically generated in order to capitalize on the narrow time frame in which the advertising variable settings are optimized.
The advertisement is compiled using advertisement components that are previously created in order to allow for flexibility in various advertising variable settings, Measuring Customer Response Reference is next made to Figure 7, which illustrates a chart showing various customer response metric measurements in response to a pal-ticular media. The chart is designated generally at 700. As described above, customer response data can be used to optimize advertising. W addition, it can be used to provide advertisers with information such that they can decide how much money to spend on advertising in various forns of media. Most advertisers utilize metric values to determine which forns of media to advertise their product in. For example, $1000 on network television may only reach 5% of the population whereas $1000 on the radio may reach 12% of the population. Reach is one fo1111 Of metric value used to analyze the effectiveness of an advertisement or message. Figure 7 shows a chart of metric values 710 versus media 720. The metric values 710 include reach 712, frequency 714, sales 716, awareness 718, and other response measurements 719. Lilcewise, the media include hi-Store (IS) audio local 722, IS audio chain 724, IS video local 726, IS video chain 728, IS cart local 730, IS cart chain 732, IS audio local + IS video local 734, IS
audio chain + OS TV 738, IS cart chain 740 + OS radio 740, and C0111b111atI011S 742.
The metric values each contain a different type of information about how a particular media affects customers. Reach 712 is a percentage value of customers who received the message via the co~Tesponding media 720. Frequency 714 is the number of times a customer received the message ~lia the corresponding media 720.
Sales 714 are the revenue generated from customers in response to the corresponding media 720. Awareness includes the percentage of customers who are aware of the product as a result of the media 720. Likewise, any similar measurement or combination of measurements may be considered a metric 710 for proposes of this application.
Metric values are not necessarily directly measured but can be extrapolated from other information with a variety of teclmiques. For example, in a store environment customer response devices enable the recordation of various customer responses after an advertisement or message is broadcast. These responses include purchasing products, altering a standard shopping path, leaving the store, etc. Various customer response devices and customer response data processes may be used to determine metric values and remain consistent with the present invention.
The media 720 are various chamiels over which to convey information to customers. W -Store (IS) means that the media is limited to the store enviromnent as opposed to out of store (OS) general media. Audio, Video, Cart, etc refer to the specific type of media. For example, IS audio could include the store-wide intercom system in a grocery store. IS audio could also ilzclude an audio message played in front of a particular product. IS video could include a screen that displays video images in a certain portion of a store. IS cart refers to various forms of media which may be located on a shopping cart including billboard, audio, video, smell, etc.
Messages or advertisements can be broadcast by individual media or C0111b111attO1lS Ot synchronized Illedla t0 produce different customer responses. h1 addition, llledla Call be broadcast in local stores or throughout a chain or network. The term local means that the media is only broadcast in one store which may have unique characteristics.
The term chain refers to media that is broadcast in a group of stores. By identifying tile metrics associated with various media combinations and permutations, it is possible to determine the optimum media combinations for particular messages and advel-tisements.
Reference is next made to Figure 8 which illustrates a group of graphs, each S110W111~ RF curves of customer response to a particular media. It is important to note the illustrated curves do not represent actual data and are merely examples for the purpose of illustrating an embodiment of the present invention. The first curve is a Reach/Frequency (RF) cut-~Te of In-Store (IS) audio media versus money spent 810.
Media messages and advertisements are often sold in blocks of grOSS ratlllg p0111tS alld there is an associated price per rating point. In order to simplify the graphs and enable direct comparison, the graphs utilize money spent rather than rating points purchased. The RF IS Audio curve 810 is primarily logarithmic indicating that the RF response diminishes the more money that is spent on additional rating points.
Therefore, advertisers often determine an inflection point and associated inflection range tIlTOltgI101tt which it is efficient to advertise using this media.
Likewise, the other illustrated cuI-~~es graph metric values for particular media or media combinations. The second curve is an RF IS Video curve versus money spent 820. The actual curve is iwegularly shaped making it difficult to clearly determine how much money to spend on advertising for this forth of media. The third curve is an RF IS Cart curve versus money spent 530. This curve appears linear meaning that there is an equal RF response for any amount of money spent. The fourth curve is an IS Audio + IS video curve versus money spent 840. This curve is unique in that it is analyzing the metric value for a combination of media. It appears on the curve, after a certain amount of money is spent, no additional RF
response is achieved. Curve 840 therefore gives additional information over simplyy analyzing curves 810 and 820 individually. Likewise, the fifth curve is an RF IS Audio +
IS
Video + IS Cart curve versus money spent 550. In addition, the combination curves is 840, 850 provide a metric for the combined media which may be sigluflcantly different than simply adding the two individual curves. For example, if an advertisement is broadcast over an IS Audio media and is also silnultaneouslv broadcast over an IS Video media, the combined effect may be t0 amloy customers causing the metrics to decrease. Whereas, taken individually the IS Audio and the IS
video may produce a pat~ticular result, it is not clear how customers will respond to the combination without actually analyzing the combination.
The 1RF value on each of the curves could be replaced with any metric value 111Chldlllg but not limited to fiequency, sales, awareness ,etc. Likewise, the media or media combination could be replaced with any media pel~mLltation contemplated by those skilled in the art. In addition, other variables could be incorporated into this analysis to produce more pertinent infonnation for a particular advertising target group. For' example, single, white, males between the ages of 20 and 40 may produce different metric values than married, Asian, females over 50 years of age. It is also possible to plot multiple metric media values on a single graph to indicate the most efficient use of a particular amount of money. For example, curves 810, 820, 830, 840, and 850 could be plotted on the same graph to illustrate which of the media C0111b111at1011S 1S 1110St effective. Various other data graphing techniques known in the art are consistent with the present invention including tluee dimensional graphing, color charts, etc.
Combination metrics may be obtained in various ways and remain consistent with the present invention. In a store enviromnent these teclmiques generally include obtaining customer response data from customer response devices such as loyalty cards. In order to correlate the customer response information with multiple media messages particular techniques may be used including random duplication, personal probability, and other duplication methodologies. These techniques are well la-lown to those skilled in the art of numerical analysis and market research.
INTELLIGENT IN-STORE MARKETING SYSTCIVI
The present invention comprises one aspect or component of a method and system for providing an entire intelligent in-store network that utilizes one or more or all of various computer, media and other audiovisual broadcasting, coupon generation, data compiling and storage, and other systems to introduce or provide intelligent advertising, selling and promotion of goods and services, information delivery, coupon generation, customer tracking, and other sllllllar or peripheral functions and business methods preferably to a retail or other store or business location, or on any other in-store or similar basis. The phrase intelligent in-store marketing system is a general phrase intended to define and encompass each of these in a total system, as well as to include the various possible configurations and intelligent fimctions the total system is capable of perfornling, although many, if not all, constituent systems are capable of functioning independently without the others, if so desired.
As stated, the intelligent in-store marketing system 1010 is preferably made up of several constituent components and/or systems, each contributing their respective functions to enable the total system and associated methods to function as intended, namely to enable the intelligent in-store marketing system to perform various smart functions and/or to convert traditional business-related functions, such as advertising, selling, coupon generation and delivery, identifying and utilizing customer shopping habits, and other such functions into smart fiulctions, each of which were not otherwise possible with current related art. AS such, each component system plays a significant role, some of which may or may not be dependent upon other C0111pO11e11tS
Ol' SySte111S.
In one exemplary embodiment, and with reference to Figure 9, the intelligent in-store marketing network 1010 of the present invention comprises several individual and operably intercolmlected components or systems, which components or systems interact and function together or separately to introduce intelligence into many traditional business operations or fln1Ct1011S. Not to be considered or cOllStrlled as limiting, in this particular embodiment intelligent in-store marketing system comprises, as its constituent components, an in-store media broadcasting system 1014, which is preferably a computer network-based media broadcasting system, wherein various music, video, almouncements, advertisements, and other information is broadcast thl'oughout a store or business location; an intelligent in-store couponing system 1018 that functions to generate and deliver coupons to customers at the point-of decision (POD) or point-of sale (POS); a consumer or customer entrance and/or presence detection and tracking system 1022, which filnctions to notify store owners, managers, or employees that a particular customer has entered the store and allows them to track the purchases and other in-store habits of any participating customer; a customer data collection or gathering, compilation, storage and management system 1026 (hereinafter customer storage and management system 1026) that interfaces with customer entrance detection and tracking system 1022 to gather and collect specific customer data and to store this data in a efficiently manageable and retrievable format; a trigger-based media broadcasting system 1030; a customer notification and interaction system 1034 for interacting with the customer on an as needed basis or for delivering requested information or customer items, such as electronic coupons; and a rehun-on-investment analysis and reporting system 38 that allows store owners, 5 managers, system administrators, network persormel, and others to obtain, review, analyze, and receive reports on the effectiveness of the various intelligent in-store systems with respect to encouraged and pal-ticipated in customer activity.
In a complete or total system each of these systems are preferably intercomlected and in colnmulucation with one another via an in-store computer 10 and/or audiovisual network 1050 (hereinafter in-store network 1050). Of course, if any system is independently operated, it alone may be comlected with in-store network 1050. In addition, intelligent in-store marketing system 1010 may fiu~ther be operably comlected and 111 CO11111111111Cat1011 Wlth a global user or wide-area network 1060, such as the Internet. Each system may be independently and directly comiected 15 to global user nettvork 1060 or indirectly cormected via in-store networle 1050.
The plwase "business location" is intended to mean any conunercial retail or outlet store (e.g., shopping mall, grocery store, convenience store, etc.), any type of P
commercial sen~ice oriented business (e.g., a dental or doctor's office, etc.), or any other type of location that is visited by the public, whether it be a location in which a 20 business is being operated for profit, or one housing a non-profit organization. In essence, the present invention is intended to be adaptable to any location in which it would be desirable to utilize the technology of the present invention as discussed and described herein and illustrated in the accompanying Figures.
The plwase "business chain" is intended to mean a plurality of business locations that are either owned or managed in a some type of CO111111011 lllarlller, whether affiliated with one another in some way or not.
The term "in-store" is intended to mean within or about the physical premises of a business location or a business chain. "In-store" is also used to describe and define the operating domain of the present invention intelligent COLIpOlllllg system and method, whuch domain includes, but is not limited to, the actual physical premises of a business location or business chain, any online or computer net<vork supported address (e.g., an Intel-net web-site), any remote contacting means used for contacting customers without the store for'the purpose of attracting their business (e.g., messaging a customer on a cell phone when out of the store providing a coupon that is redeemable if they come into a sponsoring or participating business location or visit the sponsoring business location's website), any combination of these, and/or any others not presented herein, but recognized by those skilled in the art.
The term "couporung" or "coupon" is intended to mean any type of means used to discount goods or services of a business location or business chain, such as providing paper coupons, paperless or electronic coupons, notifications of discounted items or services, buy one get one free offers, etc. to customers.
"COLlpOrllllg" may also mean any type of means for prO1110trllg and offering goods or services, either for a discounted price or for other proposes.
For purposes of the present invention, the particulars of intelligent in-store couponing system 1018 are discussed in detail below, including how this system interacts oi~ is operable with some of the other systems in intelligent in-store marketing system 1010.
INTELLIGENT IN-STORE COUPONING SYSTIJn~I
The present invention intelligent in-store couponing system comprises many operating arrangements. The couponing system may be a stand alone systen -1, or it may be interfaced or inteb bated with other systems, such as an in-store network, an m-store media broadcasting system, a customer entrance detection and tracking system, and others. Or, the intelligent in-store couponing system may itself comprise various systems, such as an in-store media broadcasting or customer entrance detection system. In each of its operating arTailgements, the intelligent in-store couponing system comprises various hardware and software components that interact with each other to carry out the intended function of the present invention. While the system, its software, the associated nettvorlc and communications, the several operating arrangements, and the corresponding methods of doing business are all specifically described, SlrCh descriptions are provided with the intention of e11c0r111)aSSlrlg like-systems, like-devices, and/or like-methods, aside from those not specifically described or mentioned herein, but that would nonetheless he obvious to one ordinarily skilled in the art. As such, these are not meant to be limiting in any way.
Figure 10, along with its corresponding discussion, is intended to provide a general description of a suitable operating enviromnent in which some embodiments of the invention may be implemented. One skilled in the art will appreciate that the invention may be practiced by one or more computing devices and in a variety of system configurations, particularly within in a networked configuration.
Embodiments of the present invention embrace one or more computer readable media, wherein each medium may be configured to include or includes thereon data or computer executable instructions for manipulating data. The computer executable instntctions include data struchires, objects, programs, routines, or other program modules that may be accessed by a processing system, such as one associated with a general-purpose computer capable of performing various different functions or one associated with a special-purpose computer capable of performing a limited number of functions. Computer executable instructions cause the processing system to perform a particular function or group of fimctions and are examples of program code means for implementing steps for methods disclosed herein.
Furthermore, a particular sequence of the executable instructions provides an example of corresponding acts that may be used to implement such steps. Examples of computer readable media include random-access memory ("RAM"), read-only memory ("ROM"), programmable read-only memory ("PROM"), erasable programmable read-only memory ("EPROM"), electrically erasable programmable read-only memory ("EEPROM"), compact disk read-only memory ("CD-ROM"), or any other device or component that is capable of providing data or executable instnictions that may be accessed by a processing system.
V~Tith reference to Figure 10, a representative system for implementing the invention includes operating computer 1070, which may be a general-purpose or special-propose computer. For example, operating computer 1070 may be a personal computer, a notebook computer, a personal digital assistant ("PDA") or other hand-held device, a workstation, a miiicomputer, a mainframe, a supei~computer, a multi-processor system, a network computer, a processor-based customer electronic device, or the lilce.
Operating computer 1070 includes system bus 1074, Whlch 111ay b0 COIl~lglll'ed to comiect various components thereof and enables data to be exchanged between two or more components. System bus 1074 may include one of a variety of bus structures including a memory bus or memory controller, a peripheral bus, or a local bus that uses any of a variety of bus architectures. Typical components comzected by system bus 1074 include processing system 1076 and memory 1078. Other components may include one or more mass storage device interfaces 1080, input interfaces 1082, output interfaces 1084, and/or network interfaces 1086, each of which will be discussed below.
Processing system 1076 includes one or more processors, such as a central processor and optionally one or more other processors designed to perform a particular function or task. It is typically processing system 1076 that executes the instructions provided on computer readable media, such as on memory 1078, a magnetic hard dislc, a removable magnetic disk, a magnetic cassette, an optical disk, or from a communication comlection, which may also be viewed as a computer readable medium.
Memory 1078 includes one or more computer readable media that may be configured to include or includes thereon data or instlctions for manipulating data, and may be accessed by processing system 1076 through system bus 1074. Memory 1078 may include, for example, ROM 1092, used to permanently store.
111fQllllat1011, and/or RAM 1094, used to temporarily store information. ROM 1092 may include a basic input/output system ("BIOS") having one or more routines that are used to establish communication, such as during stal-t-up of operating computer 1070.
RAM
1094 may include one or more program modules, such as one or more operating systems, application programs, and/or program data.
One or more mass storage device interfaces 1080 may be used to connect one or more mass storage devices 1090 to system bllS 1074. The mass storage devices 1090 may be incorporated into or may be peripheral to operating computer 1070 and allow operating computer 70 to retain large amounts of data. Optionally, one or more of the mass storage devices 1090 may be removable from operating computer 1070.
Examples of mass storage devices include bard disk drives, magnetic dislc drives, tape drives and optical disk drives. A mass storage device 1090 may read from and/or write to a magnetic hard disk, a removable magnetic dislc, a magnetic cassette, all optical disk, or another computer readable medium. Mass storage devices 1090 and their corresponding computer readable media provide nonvolatile storage of data and/or executable instmctions that may include one or more pl'Ogl'alll 1110dL1I8S SLlCh aS
an operating system, one or more application programs, other program modules, or program data. Such executaL~le instructions are examples of program code means for implementing steps for methods disclosed herein.
One or more input interfaces 1082 may be employed to enable a user to enter data and/or instnlctions to operating computer 1070 thl'Ollgh 0118 OT lnOre corresponding lllpllt deVlCOS 1096. Examples of SLICK lllpllt devices include a keyboard and alternate input devices, such as a mouse, trackball, light pen, stylus, or other pointing device, a microphone, a joystick, a game pad, a satellite dish, a scamler, a camcorder, a digital camera, and the like. Similarly, examples of input interfaces 1082 that may be used to comlect the input devices 1096 to the system bus 1074 include a serial port, a parallel port, a game polt, a universal sel-ial bus ("USB"), a firewire (IEEE 1394), or another interface.
One or more output interfaces 1084 play be employed to comlect one or more corresponding output devices 1098 to system bus 1074. Examples of output devices 1098 include a monitor or display screen, a stereo system, one or more speakers, a printer, and the like. A particular output device 1098 may be integrated with or peripheral to operating computer 1070. Examples of output interfaces include a video adapter, an audio adapter, a parallel port, and the like.
One or more network interfaces 1086 enable operating computer 1070 to exchange information with one or more other local or remote computer devices, such as a coupon delivery device or system, illustrated as computer devices 1100, via a networlc 1050 that may include hardwired and/or wireless lilllcs. Examples of network interfaces include a network adapter for collllection to a local area network ("LAN") or a modem, wireless link, or other adapter for connection to a wide area network ("WAN"), such as the World Wide l~Teb or the Internet. The network interface may be incorporated with or peripheral to operating computer 1070. hl a networked system, accessible program modules or portions thereof may be stored in a remote memory storage device. Furthermore, in a networked system operating computer 1070 may participate in a distributed COllll)Lltlllg ellvlrOlllllellt, where fiulctions or tasks are performed by a plurality of networlced computer devices.
While those skilled in the art will appreciate that the 111Ve11t1O11 lllay be practiced in networked computing environments with many types of COlllplltel SyStelll configurations, Figure 3 represents an embodiment of the present invention in a networked envirolunent that includes clients connected to a sender via a network, wherein the clients may be a business location or bL1s111eSS Challl COlllpllter with the possibility Of fLlrtheT COrllleCtlllg t0 a COllp011 delivery device or system.
While Figure 11 illustrates an embodiment that includes two clients connected to the network, alternative embodiments include one client colmected to a network or many clients colnlected to a network. Moreover, embodiments ill accordance with the present invention also include a multitude of clients throughout the world comlected to a network, where the net<vorlc is a wide area networlc, such as the Intenlet.
Generally, Figure 11 represents an exemplary al-rangement of the present invention intelligent in-store couponing system. Specifically, in Figure 11, server system 1110 represents a system configuration that includes one or more servers that are used to provide and execute the couponing functions as described and claimed herein. By way of example, server system 1110 may be a single server in cases where a single server can process and preserve the entire amount of information required to perform the methods of the present invention that are disclosed herein.
Alternatively, selves system 1110 may be a conglomeration of servers that process and preserve a 5 high volume of information. In one exemplary e111bOdllllellt, server system 1110 may be located and operated at a business location to control the couponing at that business location only. In this embodiment, client 1120 may comprise various local computers, as well as one or more coupon delivery systems. In an alternative exemplary embodiment, server system 1110 may be located and operated at a 10 business chain to control the couponing of several business locations. In this embodiment, clients 1120 and 1130 may comprise various computers at each representative business location, as well as one or more coupon delivery systems, such as those located at the various business locations. In another alternative exemplary embodiment, sender system 1110 may be located operated at an 15 administration center that controls the couponing and other functions of several business chains. In this embodiment, clients 1120 ands 1130 may comprise representative business chain computers or computer systems, business location computers, or one or more coupon delivery systems, such as those. located at various business locations.
20 The embodiment illustrated in Figure 11 comprises a plurality of clients, illustrated as clients 1120 and 1130, colmected to server system 1110 across network 1050/1060 in order to provide the intelligent COLIpOlllllg services and functions described herein. Network 1050/1060 may include a wireless networlc, a local area network, and/or a wide area networlc.
25 With reference to Figure 11, clients 1120 and 1130 include a network interface (respectively illustrated as network interfaces 1122 and 1132), such as a web browses or other network interface. Nehvorlc interface 1122 is a communication mechanism that allows client 1120 to colrnnunicate with server system 1110 via a nettvoslc 1050/1060, such as the Interiet.
Server system 1110 includes networlc interface 1112, application servers 1114, and storage device 1116. Network interface 1112 is a connnunication mechanism that allows server system 1110 to corrrrnunicate with one or more clients via network 1050/1060. Application servers 1114 include one or more servers for processing and/or preserving information, and may be employed for providing and maintaining a web page that may be accessed by a client. Storage device 1116 includes one or more storage devices for preserving information, such as demographic information, professional information, customer information, billing information, or any other type necessary to the methods and systems disclosed herein. Storage device 1116 may be internal or external to application servers 1110. While the discussion above has presented a representative system configLUation for implementing the present invention, those skilled in the art will appreciate that the methods of the present invention and processes thereof may be implemented in a variety of system configurations.
The concept of the present invention provides a unique paradigm shift from prior art coupalling systems and methods, such as those described earlier.
While the prefelTed delivery mechanism is computer network based, other delivery mechanisms or means are also contemplated, such as satellite, and others. The intelligent in-store COLlpalllllg system 1018, in its simplest form, features a computer network-based system, such as an Internet, Intranet, or other computer network based system, comprising one or more computer systems in colmnunication with at least one, and preferably several or a plurality of, coupon delivery systems 1100.
Incorporated into the discussion of the physical components of the.
intelligent in-store couponing system are the proprietary software application modules that enable the system to operate and filnction as intended.
The operating system used to control the intelligent in-store cauponing system is preferably selected from the group consisting of a Linux° operating system, a Micrasoft'~ operating system, an Apple or Macintosh° operating system, a System V
Unix° operating system, a BSD Unix~ operating system, an OSF Unix'~
operating system, an LBM~ Mainframe MVS operating system, and/or other operating systems as will be laiown by one slcilled in the art. In addition to the components of each computer system described and the operating systems anticipated, other components are intended to be included in each computer SyStelll aS C01111110111y known by one ordinarily skilled in the art. Moreover, each computer system is capable of storing and executing at least one application software program thereon in accordance with the teachings of the present invention.

The in-store couponing system and 111ethOd of the present 111Velltlall Ca111pr1SeS
several configurations and embodiments. In one exemplary embodiment, with reference to Figure 12, intelligent in-store coupolung system 1018 comprises a computer or computer system 1140 that may be a business location computer controlling only the couponing functions for that particular business location, a business chain computer controlling the couponing filnctions of several business locations, or a server system at a business location or a business chain.
Computer 1140 is operably comiected and 111 CO1n111L1111Cat1011 Wlth CO111pL1te1 lletWOrIC 1050/1060, which comprises either an in-store network 1050 (e.g., a local area network, an audiovisual system, etc.) or a global computer network 1060, depending upon the particular operating arrangement. The connnullication between components in the network may be by any lalown means, such as a wired or wireless com-lection, using various protocols colnlnonly laiown in the art. Also in connnunication with computer 1140 and/or computer network 1050/1060 is coupon delivery system 1100, which fL111Ct1011S to deliver a coupon to the customer, whether the coupon is in the form of a paper coupon, a paperless coupon, a notification coupon, or others. Coupon delivery system 1100 preferably comprises programming that would enable it to connnunicate over well-defined protocols. Coupon delivery system 1100 may or may not comprise local data storage, thus, no local haa-d drive. The operating system and coupon software could be embedded to keep costs down. However, upgrading would be difficult and expensive.
One exemplary system configuration or operating alTangement for providing a business location an intelligent couponing system in its simplest form is illustrated in Figure 12, wherein the intelligent couponing system exists independently of other intelligent systems, or rather is a stand-alone system not interfaced with any other intelligent systems, such as those described above in Figure 9. In such an alTangement, several different operating arrangements are made possible, some of which are discussed below. It should be noted that the operating arrangements presented in Figure 12 provide several base-level designs. Indeed, all of the fL111Ct1011S
and features of the present invention discussed with respect to Figure 12 may be incorporated into any of the remaining operating al~angements.
In one exemplary embodiment, Figure 12 illustrates computer 1140 that is physically located at and operated fi~om a business location. Computer 1140 comprises various processing, memory storage, and other components necessary to execute one or more couponing functions via a coupon management module stored and executable on computer 1140. Computer 1140 is operably comiected to and in direct communication with at least one coupon delivery system 1100, that is also located at the business location. The connection means used for connecting and facilitating communication between computer 1140, in-store network 1050, and coupon delivery system 1100 may be any known in the art, such as any type Of wired connection, any type of wireless comlection (e.g., infrared, Bluetooth, etc.), or a combination of these.
In this arrangement, a store manager, employee, or other authorized person may operate the coupon management system stored on computer 1140 to generate, manipulate, and deliver to one Or more customers an in-store coupon. One way of determining the coupons to be provided is manually. For example, a store manager may detennine the various coupons to be provided on a daily, weekly monthly, or yearly basis. When the time comes to generate and deliver the coupon, the manager may access the coupon management module from computer 1140, generate, modify, or select a pre-existing coupon, assign the desired parameters to the coupon and execute the delivery of the coupon to coupon delivery system 1100. Olle scenaro play be Whell a Stole lnallager desires to move a certain item at an accelerated pace or reduce an overstocked or high volume item.
The store manager may place a lcioslc or portable coupon delivery system 1100 in the vicinity of the item, manually generate a new or select a pre-existing coupon COrreSp011dlllg t0 the selected item, a11110L111Ce OVeI t0 the CLIStO111eTS
thcll 111 the store, such as over the intercom system, that ill the next few hours there will be a sale on a particular item, and provide a coupon for the item at the very location of the item, othelwvise lalown as the point-of decision. As customers hear the announcement, they may then locate the item and coupoil delivery system 1100 near by, receive their coupon front tile coupon delivery system 1100, and purchase the item according to the terms and conditions of the coupon, such as at a reduced price. Another scenario may be that coupons play be generated and delivered based on in-store advertisements or announcements broadcast over an in-store broadcasting system. An in-store persomlel may trigger a coupon based on an advel'tisement that is coming up, is currently playing, Or that ~LlSt finished playing. ThlS Wlll make advertising 111L1Ch 11101'e effective because customers not only hear the advertisement, but they are innnediately offered a coupon on the advel-tised item or sen~ice.
Another way the coupons may be generated and delivered is automatically according to a schedule or other determinate as set up and managed within the coupon management module or other similarly capable program. The coupon management module play comprise a scheduling program that allows any authorized person to create and manage a schedule of coupons. The schedule may allow authorized persolmel to keep track of and assign such parameters as the date, time, number, and frequency the coupons are to be delivered. Other parameters may also be, included and entered into the schedule, such as to whom the coupons are to be delivered, and the period of validity for each coupon. This schedule may be set up to generate and deliver coupons randomly, or it may follow one or more programs_as desired by the authorize store persomiel, or, in a more preferred arrangement, the schedule may be more sophisticated so as to integrate or syllcluonize with other intelligent in-store systems, such as a customer entrance detection and tracking system, or an in-store media broadcasting system (e.g., those shown in Figure 9).
The coupon schedule may be separate or independent from the broadcast schedule used to provide the media broadcast in the business location. In this situation, in-store persomlel may still match the. generation and delivery of certain coupons with particular advertisements or amiouncements, but the delivery of the coupons would be manually controlled and entered into the system to appropriately correspond to the broadcast schedule. Alternatively, the coupon schedule and the broadcast schedule are integrally comiected or formed together into a single schedule where the coupons and broadcast are automatically provided according to the schedule.
The generation and delivery of coupons may be random, scheduled, and/or upon the happening of one or more triggering advertisements or events.
Preferably, the coupons are syncllroluzed with an in-store media broadcasting system and are generated and delivered according to one or more trlggermg advertisements or events.
The flexibility in the system allows the coupons to be genes ated as desired.
For instance, it is contemplated that coupons may be generated and delivered to correspond to seasonal or weather changes, sporting events, promotions, holidays, and any other 111f1L1e11Clllg happenings or occurrences.
For instance, coupons may be provided in response to weather or seasonal changes. If it is cold outside, in-store persolmel may select to provide coupons for various products related to the cold weather, such as cold medicine, hot chocolate or coffee, blal~lcets, winter clothing, and others; or if it begins to rain, in-store persolmel may decide to provide a coupon for umbrellas or other items that would be desirable in such weather. Another example would be sports related coupons. In locations where sporting events are being held, various sports related coupons could Lie provided either before, dllrlllg, and/or after the event. In still allOther example.
coupons may be provided in response to different shopper demographics. For instance, if during the times between 10 a.m. and 3 p.m. the store comprises 70%
women, coupons may be provided that are directed to those items or services that play be of particular interest to women. These are just a few examples in which the present invention intelligent in-store couponing system may be utilized and how it 5 could benefit businesses. Obviously, all of the different situations or circumstances camlot be presented herein. However, these will be recogsizable and ObvlOLls to one skilled in the art.
COllp011 delivery system 1100 comprises any type of device or system capal.~le of delivering a coupon to a customer in a usable or redeemable format as directed by 10 computer 1140 and the coupon management module stored thereon. As stated, coupon delivery system 1100 may be a type of printing device that prints out a physical paper coupon for use by the customer, or coupon delivery system 1100 may comprise a device capable of transfeiTing an electronic or paperless coupon to the customer (e.g., onto a smart card or customer loyalty card); or coupon delivery system 15 1100 may comprise a system that notifies a customer of a coupon via a personal device of the customer (e.g., cell phone, PDA, etc.). Some of the contemplated coupon delivery systems include, but are not limited to, a kiosk located at any desir ed .
location within the business location; a shopping cart system that is supported directly on the shopping cart; a portable unit capable of veing mounted or placed at various 20 locations around the store, such as in aisles, at checkout stands, outside the store, etc,;
a point-of sale system; an Internet web site; a customer's personal device (e.g., a cell phone, PDA, laptop, etc.); and others. Any one or more of these devices or systems may be in place at a particular business location.
The present invention further contemplates a plurality of coupon delivery 25 systems at a single business location, perhaps each different in type.
Providing different or a plurality of coupon delivery systems provides businesses the ability to generate and deliver different coupons to different coupon delivery devices existing within a single business location. Each coupon delivery system may be independently controlled and operated through the coupon management 1110dLlle Oll COlllpllter 1140.
30 Multiple coupon delivery systems provides an even greater amount of flexibility for businesses as they can target different parts or seb vents of the store, and therefore different customers, with different offers; if so desired.
W another exemplary embodiment, Figure 4 illustrates computer 1140 that is stored and operated from a business location, but operably corrected to and in conmmucation with one or more coupon delivery devices 1100 tluough an in-store network connection 1050 (e.g., hltranet). This embodiment is similar in function to the one just described, only the coupon delivery system 1100 is not directly comlected to computer 1140, but is operated through a network comlection.
hl one exemplary operating arrangement, networlc 1050 may comprise a business location Intranet that couples or connects an in-store audiovisual system, a media broadcasting system, or any other connnon networked system. This network may also connect intelligent in-store couponing system 1018. Utilizing network enables more efficient control of and comnnlnication with intelligent in-store COLIpOlllllg system 1018, and particularly each of the various coupon delivery systems 1100 that are located within a business location. hl addition, network 1050 provides a suitable interface for integrating intelligent in-store couponing system 1018 with one or more other networked systems, such as an in-store media broadcasting system to create an ad-driven coupon delivery system and method. ~ In this operating arrangement, the intelligent couponing may be synchronized with the media broadcast, SLICK that coupons are generated and delivered in response to triggering broadcast segments, the most conllnon being advel'tisements. Indeed, advertisements may be played or broadcast as directed (i.e., Lay schedule, manual activation, etc.) via the in-store media broadcasting system. Prior to, during, or after the playing or broadcasting of a particular advertisement, the intelligent in-store couponing system is triggered, tllllS delivering a col~esponding coupon as pre-determined by operators of both systems. This ad-driven coupon delivery system and method is unique to the present invention and provides several advantages over prior related couponing or COLlp011 delivery systems and 111ethodS. The ad-driven coupon delivery system and associated methods are discussed in greater detail below.
Network lOSO~ provides a suitable interface for mtegratnlg intelligent in-store couponing system 1018 with other networked systems, such as a consumer or customer entrance detection and tracking system coupled Wlth d CLIStOlller lllfol'111at1011 storage and management system. hl this operating arrangement, CLISt0111e1'S Of Val'lOLlS
business locations are identified and their shopping habits monitored.
Information about the customer (e.g., demographics, shopping habits, and other lllfOr111at1o11) is solicited, gathered, compiled, and stored in a customer database for later retrieval and use by system operators and/or store persomlel. ThlS 111f01111at1011 lnay be L1t1112ed to trigger, or otherwise deliver, coupons from intelligent in-store couponing system 18 based any information that can be learned fi'om the acquisition of customer infol'lnation. For instance, if a store manager lalows from gathered customer information that betv~~een the times of 10:00 a.ln. and 3:00 p.m. that the store comprises 75% women, coupons for items or services that may be of interest to women can easily be provided. This operating arrangement is discussed in greater detail below.
Figure 12 illustrates another exemplary embodiment in that computer 1140 is a business chain computer that operably comiects and 1S 111 C011ll11t1111Cat1011 Wlth Olle or more coupon delivery systems 1100, each located at respective business locations tluoughout the business chain. In this embodiment, operating computer 1070 controls the intelligent in-store couponing of several business locations tluough a local area or in-store networlc 1050. As such, network 1050 may also comprise a business chain Intranet network lil~lcing together a plurality of individual business locations existing witlun the business chain, as well as any systems operating within the business chain, such as an in-store media broadcast or customer entrance detection and tracking system, as well as providing a universal couponing system. In this particular operating awangement, network managers may efficiently and effectively control each of the coupon delivery systems 1100 located in each respective business location, as well as any other systems in operation: For instance, a bL1S111eSS Challl play have 111 operation a media broadcasting system that is centrally controlled and operated for the benefit of each business location. The intelligent in-store couponing system may be interfaced or integrated with the media broadcasting system to provide ttd-driven couponing to the plurality of business locations.
Turning now to Figure 13, in another exemplary embodiment and on another level, the intelligent in-store couponing system 101 b may be operable within an administrative arrangement, wherein one or I110re ad1111111Strat1011 persolu-lel, tlwough computers 1150, control the system operations of several business chains or business locations tlu-ough a wide area or global user network 1060, such as the Internet. As shown in Figure 13, comlections to various business chain computers 1110 may be direct or tlwough an in-store network 1050, such as the one discussed above.
ht the operating arrangement shown in Figure 13, administration computers are comtected to a central selves system 1154 that comprises various servers for processing and storing data, as well as for facilitating connnunication with one or more business locations or one or more business chains. In one arrangement, central server system 1154 is comlected tlwottgh network 1060 to in-store computer network 1050, which may be comtected directly to one or more coupon delivery systems 1100 or indirectly to one or more coupon delivery systems 1100 tluough one or more client computers (business location computers).
As noted above, each business location may comprise any llLllllber of COLlpOn delivery systems 1100 and these may be controlled by administrative persom-lel tlwough administration computers 1150 in any comlection or operating arrangement possible. Alternatively, as shown, and depending upon the type of coupon delivery system in operation, central server system 1154 may be connected directly to coupon delivery systems 1100 operable within one or more business chains directly through network 1060. Thus, if a lcioslc comprising a print coupon dispensing devicc~~
is located within a business location, the coupon dispensing device may be colmected to and controlled Lay the administration tlwough network 1060, without requiring an interface with any systems in the business location. This may be advantageous ih situations where the business location has no in-store network in place.
Intelligent OOllpOlllllg may still be possible through the network of the administration.
As stated, coupon delivery systems 1100 are controlled through an admilustration body, wherein administration computers 1150 colmect to a central server 1154, which in turn comlect to one or more business chains or business locations via a wide area or global user net<vorlc (e.g., the Internet) 1060 and/or a local area or in-store network 1050. Through thlS COlnleCt1011, operators of the administration body can control the couponing functions of one or more business chains and a plurality of related or non-related business locations. As shown in Figure 13, the administration body, thlOllgh 1tS CO111pL1terS 1150, can be given permission and access to control the computer devices 1110 existing at each business location within the business chain, as well as the ability to control each coupon delivery device 1100 existing throughout the business chain. In the alternative, the administration body niay control each coupon delivery device directly from the local area or in-store networlc 1050 of the business chain.
Another advantage of utilizing an administrative network arrangement is that other systems may be integrated with intelligent in-store couponing system 1018 to e1W ance its functions and abilities. In one exemplary operating arrangement, intelligent in-store couponing system 1018 may be integrally comlected with an in-store media broadcast system 1014, also controlled and operated by administrative personnel.
Another exemplary operating arrangement intelligent in-store couponing system 1018 maybe integrally comlected with a customer detection and tracking system and customer information storage and management system to trigger coupons based such things as the customer's presence within the business location or the shopping behavior of certain customers.
Although it may be advantageous to integrate several of the systems identified in Figure 9 together, it is not necessary. Each system may be left to operate independently of any another, with coupons still being capable of being generated and delivered to customers according or in response to various advertisements, almounceanents, customer presence, etc. tluough use of some other program not requiring the systems to be integrated, such as a syncln-onization or scheduling program providing for pre-determined or plam-led (e.g., time, place, mamZer) coupon delivery, tlwough manual initiation or triggering, or tluough other lazown means.
Figure 6 illustrates the exemplary operating awangement of a preferred intelligent in-store couponing system 1018. As shown, intelligent in-store couponing system lOIS comprises at least one, if not all, of an in-store media broadcasting system 1014, a customer entrance detection and tracking system 1022, a customer information storage and management system 1026, and a coupon management module 1174, each comlected to and 111 CO11n11L1111Cat1011 Wlth a C0111p11te1' network, which may be a wide area network 1060 or a local area network 1050 or both.
Intelligent in-store couponing system 1018 $u-ther comprises one or 1110re COLlp011 delivery systems 1100 also comiected to and in connnunication with network 1050.
Coupon delivery system 1100 may comprise a kiosk 1160 capable of delivering a paper or paperless coupon, shopping cart device 1162 that is mobile, and coupled to a shopping cart and that is also capable of delivering a paper or paperless coupon, an aisle unit 1164 that is similar in fL111Ct1011 to kiosk 1160, L,ut more portable and that may be placed or located anywhere about a business location, a modified point-of sale system 1166 capable of delivering paper or paperless coupons, a personal electronic device 1168, such as a cell phone, Personal Digital Assistant (PDA) that is capable of delivering a paperless coupon, a swipe card system capable of transferring an electronic or paperless coupon to a swipe card where the coupon may be redeemable at the point-of sale or at another time, and an online web site that a customer may log onto to receive a paper or paperless coupon, COMPUTER NETWORK-BASED IN-STORE MCD1A BROADCASTING S1'STCn~I
Referring back to Figure 9, the present invention intelligent 111-St01'e COLIpOlllllg system 1018, and associated methods, may employ or utilize an in-store media broadcasting system 1014 comprising a proprietary media distribution framework or platform supported by and/or operated by several software modules. This in-stare media broadcasting system 1014, and its associated business methods, are described in detail in United States Patent Application Nos. 10/145,920, filed May 15, 2002, and entitled, "System For and Method of Doing Business to Provide Network-Based In-5 Store Media Broadcasting," and 10/146,192, filed May 15, 2002, and entitled, "Providing a Multi-Tier Enterprise Level Application," each of which are incorporated by reference herein in their entirety.
In sum, the in-store media broadcasting system 1014 is preferably a computer netvvorlc-based broadcasting system, such as a global computer network (e.g.
the 10 Internet) system that intercomiects one or more, and preferably, a plurality of client player devices placed at a plurality of business locations, each of the.
client player devices being independently supported and In C011111111111Cat1011 W1t11 all lllte111a1 audiovisual system installed and existing within in a respective business location.
The media broadcast is a highly customizable media broadcast that is supported on 15 each of the client player devices. The media broadcast may comprise various media and informational content thereon (e.g., nnlsic, video, advertisements, a1n10L1nCelnentS, COnlII'lunlty 1nf011natlOn, store information, pl'OlllOtlollal ll1f01111at1011, etc.) that may or may not be specific to the particular business location in which the client player devices) is/are located. Each one of the client player devices is in 20 connnunication with one or more central servers located within a central server system operated by administrative persomiel. Each client player device exchanges information and broadcast content with the central servers) on a scheduled basis.
The central server component includes application and database servers, as well as file storage devices to store and disseminate the media content. The central 25 server is the intelligence center of the in-store media broadcasting system of the present invention and preferably con ununicates with all other components colmected within the framework or platfonn using JDBC, FTP, RNIL, and HTTP protocols.
The client player devices or components are essentially computers located at each business location and include software application modules that function to play 30 and log the media broadcast. The client player devices) also functions to collne,ct to the central server for updates, and to receive upgrades of the software and broadcast content, 111Chldlllg 1111151C play lists and advertisements, if available. The client player devices) preferably conunullicates with the central server using .TDBC, and FTP
protocols, and with using XML-RPC.

In-store media broadcasting system 1014 filrther comprises one or more system network managers that function to automate and manage the in-store media broadcasting system. This component is an independent COlllplltlllg device that may or may not be located on the central selves. Indeed, it may be separate fiom the central server. The netvvorlc manager component is in connnunication with the central selves tlll'Ollgh the network configuration and is operated by IBN pe.rsomiel.
The system networlc manager component comprises a suite of software modules used to automate business functions, such as creating and modifying contracts, advertisements, and schedules. This component also provides reports to track the status of these specific functions. The network manager preferably connnulucates with the central sel~rer using RMI, HTTP, and JDBC protocols.
In-store media broadcasting system 1014 fin-ther comprises one. or more chain managers operated try business location persolmel, and includes software modules designed to manage each client player device in each store in the chain and the media content contained thereon. This component is preferably a computing device separate fiom the client player devices, but may reside on one or more client player devices.
The chain manager component cormnunicates with the each client player device using the XML-RPC protocol, and with the central server using the RMI protocol. As stated, in-store media broadcasting system 1014 comprises several proprietary software application modules filnctioning on one of the above-identified components to allow in-store media broadcasting system 1014 to operate as intended.
The media broadcast preferably comprises music, video, advertisements, amlouncements, or other broadcast content organized into play lists according to various criteria (e.g. genre, date, nm-time, TLlll frequency, etc.).
Tluough in-store media broadcasting system 1014, a national radio-advertising platform or network focusing on major retailers and service providers tlwoughout the country is made possible. In-store media broadcasting system gives retailers and service providers the ability to broadcast customized music and messaging to their customers in any store in any part of the country. In addition, the radio-advertising network provides a targeted advertising venue for customer marketing companies and, unlike any other media, allows them to advertise products to select and targeted customers at the point of sale or at the point-of decision, which style of advertising can be much more effective in terms of success and the number of relevant customers the advertisements actually reach.

The in-store media broadcasting system 1014 may be utilized to increase the intelligence or functionality of in-store couponng system 1018. By utiliziilg in-store media broadcasting system 1014, coupons may be made to correspond to the content being broadcast. W one exemplary embodiment, intelligent in-store couponin g system 1018 may be interfaced with in-store media broadcasting system 1014 by selectively associating certain advertisements with related coupons, thus providing ad-driven couponing. In short, ad-driven couponing means that when certain advertisements are played or broadcast tlwough the business location, one or more corresponding coupons may be provided to customers tlll'Otlgh a COilp011 delivery device. Those coupons that are synclwonized with the broadcast advertisements, or those ad-driven coupons, will typically comprise a discount or other incentive for the product or service being promoted or adveutised.
Adveutisements may also be followed up with amouncements from store persomel notifying customers of available coupons for the product or service just advertised. Coupons may be generated automatically, or 111alltlally by one authorized to do so.
The media broadcasts may comprise content, such as music or video, that is appealing to customers to make them feel more relaxed and comfortable, thus increasing the likelihood that they will purchase something. The media broadcasts ZO may further comprise certain advertisements that are triggered to play in response to certain detected customers (as discussed below), which advertisements may serve to promote certain products or services of interest to these select customers.
Or, the media broadcast may comprise a combination of these. Concurrent with or in association with the broadcast are various coupons that in some way cowespond or ?5 pertain to the content being broadcast and that may, in response, be.
provided to the customers. Tluough this system, advertisers and store operators and managers can provide more targeted and intelligent advertising and marketing that greatly influences customer purchasing at both the point-of sale, and more importantly at the point-of decision, and that increases the likelihood customers will purchase those 30 products and services promoted. This represents powerful marketing because not only does a customer hear advertisements or other media being broadcast while in the business location, but the customer is fitrther enticed and given innnediate opportunity at the point-of decision to respond to the stimulus by obtaining a COtlp011 Oll the item or service that may be redeemed at the time of purchase. Moreover, if interfaced with 35 a customer entrance detection and tracking and customer information system, the customer is even D eater stimulated as a result of the in-store broadcast comprising content that is known to be of interest to that particular customer. As such, the effectiveness of both the advertising and the couponing of the business location is significantly increased because customers hear advertisements for products or services of high interest to them, and are provided related COLlpOIIS Oll the spot, thus malting them more lilcely to use the coupons and purchase the advertised product or service. As a result, advertisers will be able to create more flexible and targeted advertising, rather than being forced to optimize a general advertisement to appeal to as many people as possible. For instance, advertisements may be worded so that the advertisement itself informs customers that a coupon is cun-ently available within the business location, as well as the physical location where the coupon may be obtained and where the customer can pick up the product or take part in the service being offered. This type of advertising and marketing in general ties the advertisement, the pI'OdllCt, and the coupon together to increase impulse plll'ChaSBS, whlCh aCCOllrlt for the majority of retail purchases, particularly if the advertisement and coupon are offered at the point-of decision. An example advertisement may read, "[s]hoppers, right now you can purchase Washington red apples for a 40% discount. A coupon is slow available for a limited time only at the fruit stand ill the produce section."
CUSTOMER ENTRANCE DETECTION AND TRACIUNG SYSTEn~I
As another exemplary embodiment, or as an alternative t0 1'al1d0111 COL1p011 dispensing, the system and method for dispensing coupons play be directly related to those specific individuals cun-ently present within the store as determined by a customer entrance or presence detection and tracking system and based upon various CLIStOlllel' lnfQnllat1011 St01'ed within a customer lllfOllllat1011 StOr'age arid 111ar1agelllellt 1 SySte111.
Customer entrance detection and tracking system 1022 may be any system lalown in the art for detecting a particular customer. This may include a customer loyalty or other card that the user swipes as he/she enters a business location, one or more biometric devices, such as a fingerprint or retinal scamnng device, a manual input device that the customer may activate to alert the business of their presence, a product scarnling device that tracks the items purchased by a customer, or any other similar system. The pul'pose of CllStOlller detection and tracking system 1022 is to allow a L,usiness location to detect and track the customers that enter.
Customer entrance detection and tracking system 1022 is closely tied with customer information storage and management system 1026. hlformation obtained from the customer may be stored and managedlnlanipulated using customer information storage and management system 1026. These two systems may or may not be integrated with one another, belt in a preferred embodiment they are.
Embodiments may include each system operating separately, but wherein the functions of each are can -ied out for the purpose of detecting customers, retrieving stored data about the customers, and using the data to provide a more intelligent COLlp0lmllg SyStelll.
Customer information may be general (i.e., pertaining to customers as a whole or to an isolated and identifiable group of customers) or specific (i.e., pertaining to a particular customer). Customer infornlation may be gathered using one or more common means, such as through a customer loyalty or prefel~-ed customer program, through a through unilateral solicitation by a business for information about its customers, through various surveys or questiomlaires, or other lalown or not yet discovered means. Essentially, the present invention contemplates any type of system or method that may be used to obtain, store, and manage customer information for later use. Some of the more specific functions of customer detection and tracking system 1022 include, but are not limited to, detecting and identifying a customer, 11101mtOTlIlg the CUStO111crS lIl the bL1S111eSS location at all times, tracking the shopping behavior of the customers, tracking the purchase habits of the customers, and interfacing with customer information storage and management system 1026 to store and manage the data. Some of the specific functions of customer information storage and management system 1026 include, but are not limited to, receiving personal and other demographic information about a customer, as well as any other pertinent information, St01711g thlS 1I1f01111at1011 111 a COlllpllter database, compiling the lllfOllllatlOn lllt0 a Usable fOrtllat, and managing and lllalllplllatlllg the information as desired.
The customer entrance detection and tracking system 1022 and the customer infonnation storage and management system 1026 may be utilized to improve the overall couponin g filnctions of the intelligent in-store coupolling system 1018. By detecting customer presence and having available useful information about customers, various coupons may be provided based on this information. For example, if a particular customer was detected and the information retrieved for that customer indicated that he or she likes a particular kind of item because of previous purchases or some other indicia, a coupon may be triggered (e.g., either manually or automatically) that offers to the customer some type of promotion or discount or other incentive to purchase that item.
The customer entrance detection and tracking system 1022 also allows the intelligent in-store couponing system to automatically load any available coupons that S llllght be of interest to the customer based on information already obtained or learned fiom the customer. In one exemplary embodiment or operating arrangement, a customer would enter the business location where he/she would be detected, the customer, laiowing that he/she has been detected would, if desired, access a coupon delivery system and search or scan for any available coupons that are of interest to the 10 customer. Different coupons may be loaded into the coupon delivery system depending upon the customers currently present and detected. Moreover, coupons may be loaded for individual customers, for grOLlpS Or types of customers, and/or for a population of customers as closely representative of the products or services that are to be promoted.
15 Still ful-ther, customer detection and tracking system 1022 allows a business to identify the presence of demographically similar customers. In such cases, coupons may be generated and made available that might be of interest to the type of customers within the identified group. These examples are merely representative of some of the possible couponing methods that are possible as a result of an association 20 with a customer entrance detection and tracking system. As one skilled in the art will recogluze, there are numerous other couponing methods that are made available by the association of the intelligent in-store couponing system with a customer entrance detection and tracking system.
The customer entrance detection and tracking system 1022 and the customer 25 information storage and management system 1026 may fiuther be integrated or interfaced with the in-store media broadcasting system 1014 to increase the intelligence of the couponing of a business location or bL1s111eSS Challl eVell lllore.
Tluough the combined use of these two systems, a business may automate much of the couponing process. Of course, semi-automatic or manual couponing is still made 30 available. By utilizing these two systems, customers may be detected. As they are detected, various media broadcasts can be loaded and played that would be most appealing to the detected customers. The content of these broadcasts and the particular arrangements could be based on already obtained and pre-determined demographic and other customer information stored in the system.

Thus, depending upon which customers are present at a given time, different in-store media broadcasts may be selected or triggered for play. W tulm, those advertisements could have associated with them various related or otherwise relevant coupons that could be offered to customers in response to the broadcasted advertisement.

The present invention intelligent in-store couponing system fiu-ther comps ises a coupon management module, which is preferably a computer program comprising computer code stored on a tangible medium for directing a computer to generate, receive, cause to be stored, organize, manage, retrieve, and transfer or deliver in-store coupons. In one exemplary embodiment, the coupon management module includes, among other things, means for generating a coupon, means for receiving a coupon, means for storing a coupon, means for organizing and managing a plurality of coupons, means for retrieving a coupon, and means for transferring or delivering a coupon to a coupon delivery system. Means for generating a coupon play comprise a computer code that directs a computer to prompt the user to enter specific data or coupon parameters (e.g., time of validity for coupon, type of discount or incentive, product or service to be applied to, etc.), or it may comprise computer code that allows a user to generate a coupon from pre-existing stored data. Means for receiving a coupon comprises any type of hardware or software for receiving data for inclusion into a coupon, or a coupon itself, or for use in managing or otherwise controlling COL1pO11S. Means for storing a coupon comprises any type of memory storage device as described herein capable of storing coupons and any data related to coupons.
Means for organizing and managing a plurality of coupons comprises computer code that directs a computer to organize and manage coupons based 011 LlSeT
lllpllt, automatically, or any other known means for managing a database of data. Means for retrieving a coupon comprises computer code that directs a computer to search for a coupon based on user input or selected search criteria. Means for transferring or delivering comprises computer code that directs a computer to deliver the data for any retrieved or loaded coupon to a coupon delivery device. Essentially, the coupon management module comprises any type of computer software program that allows a user to control the couponing systems and methods existing within or to be cam-ied out for a business location or business chain.

The coupon management module may be in communication with one or more coupon databases that contain pre-existing coupons, data relating to the coupons, or data that may be used to generate a coupon. These COLipOllS play be generated by advertisers, store owners, and others authorized to do so. One aspect of the coupon management module may be providing a coupon search tool for customers. Thus, as a customer enters a business location he or she may access a coupon generation and delivery system having a user interface that allows the customer to search for or scan a database of pre-existing coupons for any that may be of interest to the customer. lii this regard, the customer is allowed to access the one or more coupon databases managed thrOtlgh the CO11p011 lllanagelllellt module.
With reference to Figure 15, shown is intelligent in-store couponing system 1018 in the form of an exemplary paper couponing system existing within a retail business chain having sales floor 1188. All aspects of intelligent 111-Store COtlpOlllllg system 1018 are controlled by in-store media broadcasting system 1014, which functions as described above, namely to broadcast media through amplifier 1180 and out of speaker 1184 located on the sales floor 11 SS. Zll CO11ll11t1111Cat1011 \~~lth 111-St01'e media broadcasting system 1014 1S coupon delivery system 1100, which operably COlllleCtS t0 lIl-Store llledla broadcasting system 1014 via in-store computer networlc 1050. In-store computer network 1050 is shown as a local area network, such as an hltranet, and is capable of colmecting a plurality of coupon delivery systems 1100.
Coupon delivery system 1100 is shown existing on sales floor 1188, which means it could be in the form of a kiosk system, an aisle or POD system, a shopping cart system, POS system, or other similar system. Any coupons delivered to customers is printed out on a paper coupon via coupon delivery system 1100. Once printed, the customer can physically take the coupon for later redemption, such as at the point-of sale. As such, coupon delivery system 1100 must and does comprise the necessary components to print a paper coupon, such as a computer or computer network colmection for receiving a print colnlnand, a temporary memory storage device (e.g., a printing cache or print queue), paper, illlc, and a printer. COLlp011111g, 111Cltldlllg the generation, synchronization, delivery, etc. may take place in accordance with ally of the couponing means, systems, methods, or operating arrangements discussed herein.
In the embodiment shown, the coupons printed 011 CO111~011 delivery system 1100 are synchronized with the broadcast provided by in-store media broadcasting system so that as a particular advertisement plays, an appropriate or corresponding coupon is delivered. hl a related embodiment, coupon delivery system 1100 is made generic so that all coupon information is sent to coupon delivery system 1100, where the coupon is then printed on demand. Preferably, the coupons are driven fiom the same data source as the advertisements.
Another embodiment may comprise integration or an interface with a customer entrance detection and traclting system, or a combination of these.
The present invention also contemplates a stand-alone (e.g., a non-network system) coupon delivery system. Although a stand-alone system is simple, it is largely inflexible. A stand-alone system may, however, still be synclwonized with advertisements. This would require advanced la-lowledge lalowmg when certain advertisements will play and how much the coupon is worth. As such, various coupons would have to be pre-loaded into the system.
Figure 16 illustrates a similar operating arrangement as the one illustrated in Figure 15. However, the exemplary embodiment in Figure 16 comprises a paper or a paperless coupon printing arrangement. Although many of the same components exist as illustrated in Figure 15, the awangement in Figure 16 illustrates an additional coupon delivery system 1190 shown outside or without sales floor 118. Coupon delivery system 1190 represents a coupon delivery system not physically network comlected to intelligent in-store couponing system or that is not physically present within the business location. Thus, coupon delivery system 1190 may comprise a customer's personal electronic device, such as a cell phone, personal digital assistant (PDA), or other device through which a coupon may be delivered to the customer through customer notification means. Coupon delivery system 1190 may also comprise an intemet web-site that a customer may access tlwough the Internet from any location to print, download, or search for coupons.
Coupon delivery system 1100 may also comprise a paperless coupon system.
The coupon delivery system may comprise a swipe card reader located on a kiosk, a shopping cart, or anywhere in the store, wherein coupon delivery system 1100 would download a coupon t0 a CLlSt0111er'S COLlp011 Ol' loyalty card (a smart card).
The electronic coupon would be transferred to the smart card for later redemption at checkout. One way of redeeming the coupon would be to associate the coupon with the customer's identification in a customer information database, which is interfaced with the POS system for application of the coupon during checlcout. This would require a connection to the business location's database.
Some of the advantages to paperless or electronic coupons include a reduction in maintenance of coupon delivery systems because there would be no need to replace things, such as paper or inlc. Also, customers may easily car'y a plurality of coupons without having to keep track of several papers. Other advantages exist as will be apparent to one skilled in the art.
Figure 17 illustrates a diagram of an operating computer 1070 that is used to control the functions and operations of the intelligent in-store couponing system. In a preferred embodiment, intelligent 111-Store COLlpO111I1g SyStelll COlllpl'lSes Or has integrated with it an in-store media broadcasting system and a customer information storage and management system that WOrkS 111 COIIJLl11Ct1011 \TJlth a CLlStOlllel' entrance detection and tracking system. Each of these systems cbmprises a database of stored information that operating computer may access for later use. Intelligent in-store CollpOlllllg SyStelll CO111p11SeS a COLlp011 database having various coupons and COllp011 ll1f01111at1011 StOTed theTeln. Ill-Store llledla broadcasting SyStelll CO111pr1SeS a illedla broadcast database that contains media content to be used during a broadcast.
Customer infornation storage and management system comprises a customer database containing information about the customers of a business location or business chain. Customer 111f01111at1011 play include, but is not limited to, demographic information, such as the customer's age, gender, and address, the purchases a customer has made in a previous time flame (e.g., week, month, year), the number of times the customer has visited a particular business location, impulse purchases a customer has made upon receipt of a coupon, and any other data pel-taining to a customer that may be useftil to a merchant.
Referring now to Figure 18, shown is a flowchart of an exemplary method for providing intelligent in-store couponing. The intelligent 111-St01'e C~LlpOlllllg system comprises the necessary software and hardware to carry-out the following steps in this and other methods described herein. As shown in Figure 18, the method comprises act 1200, storing input or downloaded coupon information into a database accessible by a coupon management module. This act comprises any type of data input methods lalown in the art, such as manual user entry, downloading or file transfers 'ing existing coupon information from a server or other remote computer, transferring existing coupon information from a memory storage device, such as a floppy disk, CD/DVD-ROM, scamling, etc.; as well as any methods for providing a coupon database and storing the coupon information into the coupon database to be managed by coupon management module.
The method also includes act 1204, wherein the system determines whether or not the user is authorized to access the coupon management lllOdule. This determination may be made by prompting the user for a password or other identifying indicia that the user must input, or it may be determined tluough an identification device, such as a biometric seamier, a fingerprint scalmer, etc. Other types of identifying systems and methods lalown by those slcilled in the art of user 5 identification are contemplated herein. If the user is not authorized, the system remains unavailable to the user and ends the user's ability to fitrtheM access the system. If the user is authorized and this is determined as such by the system, the next step, act 1208, comprises providing means for allowing the user to select, or means for selecting, one or more coupons for delivery. Means for selecting comprises 10 any type of lazown selection method, including, but not limited to, providing a search tool where the user can enter lcey words, such as the name of a product, into a search query to search the coupon database for any matches; providing a pull down menu listing the coupons available for selection; providing a listing or menu Of all COL1p011 111 the database that the user may view and select; and others. Upon selecting one or 15 more coupons for delivery, the system provides the user the ability to assign parameters to the selected coupon, act 1212. Means for assigning parameters may include any known user interface that allows a user to select and assign different parameters to the coupon governing the redemption of the coupon by the customer.
Parameters may include, the amount of the coupon, the percent discount of the 20 coupon, to whom the coupon may be provided, the expiration date or validity period of the coupon, delivery instructions or Mules, to what type of delivery system the coupon is to be sent, the number of coupons to be provided, and any other incentives that are to be associated with the coupon, such as buy one, get the next half off, and others.
25 Thus, when the system delivers the coupon to the customer, the parameters assigned to the coupon are stored in the system and then function to govern the redemption of the coupon by,the customer. Once the parameters are assigned, the system processes the selected coupon and its associated parameters, act 1216, The system may then prompt the user to select another coupon, act 1220. If the user elects 30 to do so, then he or she is taken baclc to the selection screen and is given the Opp01'tlllnty to select another coupon, act 1208. If the user does not wish to select another coupon, the system initiates and executes the various parameters assigned to the coupon prior to delivery, act 1224. Once the parameters are in place the system transmits the coupon to the delivery device or system, act 1228. The system then 35 causes the coupon delivery system to generate the coupon in a customer usable format, act 1232, according to the assigned parameters. Once in a customer usable format, the coupon is then delivered to the customer for redemption, act 1236.
As described above, the delivery of a coupon may be in a paper or paperless (electronic) format within one of the several operating arrangements described herein.
With reference to Figure 19, shown is a flowchart of another exemplary method for prOVldlllg intelligent Ill-Store COLIpOlllllg, which comprises interfacing into an intelligent in-store couponing system an in-store media broadcasting system. In this embodiment, the method comprises act 1200, storing input or downloaded coupon information into a database accessible by a coupon management module, and providing access to an authorized user, act 1254. These steps are similar to the like steps described above in Figure 1 S. The method fiu-ther comprises interfacing or integrating an in-store couponing system with an in-store media broadcasting system, act 1258, like the one described above. This allows the in-store couponing practices of a business location to be synchronized or otherwise tied to a media broadcast for increased advertising and sales effects. Interfacing or integrating the intelligent in-store couponing system with a media broadcast system provides advel-tisers and store owners/managers/employees the ability to, among other things, associate one or more coupons with a troadcast segment (e.g., advertisement, amiouncement, video), to automatically deliver coupons based on a broadcast segment, to more.
effectively promote goods and services to a targeted audience, and to increase the influence of customers at the point-of sale, as well as at the point-of decision, thus increasing the marketing efforts of business. As such, act 1262 comprises means for allowing a user to associate one or more coupons with at least a portion or segment of a broadcast, such as an advel-tisement. Association of a coupon may be accomplished by manually triggering a coupon in response to a played media broadcast, automatically according ,to a pre-arranged program schedule, or any other lalown means. Once coupons have been associated with a segment of a broadcast, the system provides means for accepting assigned parameters to coupons and the media broadcast, act 1266.
Assigning parameters to a coupon may be accomplished as described above.
Assigning parameters to a media broadcast segment may be accomplished in a similar mamier, and may include the time of day the segment is to be played, the fi-eyuency the segment is to be played, the days the schedule is to be played, any custom parameters that are available, and others. Upon assigning parameters, act 1270 comprises initiating the playing of the broadcast at the business location. As the broadcast is being played, coupons are delivered upon being triggered by the segment to which they are associated or by any other pre-determined triggering events or parameters, act 1274. As the triggering segment is played, the system accesses the coupon database, act 1278, initiates and executes the assigned parameters, act 1282, transmits the coupon to a designated COLlp011 delivery system or device, act 1286, causes coupon to be generated in a customer usable format, act 1290, and delivers the COLlp011 to a customer, act 1294, each of these as described above.
Figure 20 illustrates a flowchart of another exemplary method for providing intelligent in-store coupolung, which comprises interfacing into an intelligent in-store COLll70rllllg system both an in-store media broadcasting SyStelll arid a CLlStOlllel entrance detection and traclcing system, as well as a customer information storage and management system, if separate fi0111 the customer entrance detection and traclcing system. In this embodiment, the method comprises act 1300 comprising StOrlllg lllpllt or downloaded coupons and coupon information into a coupon database managed by a coupon management module. This is as described above. The method fiuther comprises identifying a user as an authorized user, act 1304, and providing means for allowing a user to assign parameters to coupons, act 1308. Steps 1304 and 1308 are also discussed above. act 1312 comprises interfacing or,integrating the intelligent in-store couponing system with a customer entrance detection and tracking system, act 1312, capable of detecting the presence of particular customers and traclcing their in-store behavior, act 1316. As all customers may not have information currently obtained, the system checks to see if the customer is available in the CLlSt0111er database, act 1312. If not, non-customer related couponing procedures and methods may be resumed, act 1348, which may include manual triggering of coupons as various broadcast segments are played, or defaulting to a regular scheduled broadcast schedule with coupons associated with different segments of the broadcast. If customer information is available, the system can access the customer information database, act 1324, and return the available customer 111fOrlllat1011, act 132C, for matching with one or more coupons. Based on the returned customer information, the system then accesses the coupon database, act 1328, to determine, act 1332, if there is a coupon available that would be of interest to the customer based on the reduned customer information. If no coupons are created, ogle or more coupons may be created. Or, the system may return to or resume non-customer related COLlpOlllllg procedures. Or, the system may again initiate act 316 to search for another customer.
If there are coupons available, the system initiates and executes the assigned parameters, act 1336, transmits the coupon to a designated coupon delivery system or device, act 1340, causes coupon to be generated in a customer usable format, act 1344, and delivers the coupon to a customer, act 1348, each of these as described above.
It should be noted that the method illustrated in Figure 20 may also comprise the additional act of interfacing or integrating both the COLlpOlllllg and tile CllStOlllel detection systems with an in-store media broadcasting system, wherein customers may be detected and both the broadcast content and the delivered coupons would be based upon the customers detected at the business location.
Each of these above-described systems and methods of the present invention intelligent in-store couponing system provide significant advantages to both business owners and advertisers over prior related COLlpO111I1g systems and methods.
First, the intelligent in-store couponing system allows businesses to innnediately control and alter the purchasing conditions of the products or services currently being offered.
Second, in-store personnel are able to effectively influence the decision-malting and purchasing habits of the customer while they are actually within the business location.
More particularly, in-store persomlel are able to influence and entice customers at the very point-of decision and point-of sale. Third, advertisements are made more effective because customers may be immediately provided a coupon for the very products being advertised. Fourth, advertisers may change the way they advertise.
For instance, they may be able to produce advertisements that are more customer-specific and they may be able to get away from the generalizations that are often wide-spread in advertising. Fifth, coupolling may be in direct response to advertisements, announcements, etc., thus fiu-ther stimulating a customer to purchase a product or service. One skilled in the art will recognize other advantages not specifically recited herein, and these are intended to be within the scope of the present invention.
1VIETHODS FOR IN-STORE COUPONING (BUSINESS METHODS) The present invention features several methods of using the intelligent in-store marketing systems and methods described above to conduct business within a store location. Rather, the present invention features several methods of using the intelligent in-store marketing system to carry out various intelligent or smart fiulctions within a store location, including, but not limited to intelligent advertising, intelligent selling and promoting of goods and services, intelligent discounting and promoting, intelligent store-related customer messaging or contact or interaction, and intelligent return-on-investment analysis and reporting based on any of these.

With reference to Figure 21, shown is one exemplary method for couponing comprising act 1400, establishing and providing a coupon database comprising stored or input or downloaded coupons and coupon information; act 1404, providing means for accessing the coupon database; step, 1408, establishing an intelligent in-store S COllpOlllllg system; and act 1412, delivering to a customer one or more coupons at the point-of sale or point-of decision. The intelligent in-store couponing system play be any system described above, or any obvious variant thereof. hl a preferred embodiment, the intelligent 111-St01'e COllpOlllllg SyStelll COlllpl'1S8S all 111-Store 111ed1a broadcasting system integrated with the couponing system. In another preferred embodiment, the intelligent in-store couponing system comprises a customer entrance detection and tracking system and a customer information storage and management system. In still another preferred embodiment, the intelligent in-store couponing system comprises each of these stand-alone systems. Means for accessing the coupon database comprises a coupon management module or other sufficient computer program capable of searching the coupon database and retrieving designated or selected coupons. The act of delivering comprises delivering one or more coupons to a customer using a coupon delivery system as described above.
Reference is next made to Figure 22, which illustrates one embodiment of a couponing system which incorporates the ability to confil-ln that the requested coupon or coupons exist. This is accomplished by providing means for allowing a customer to request or select one or more coupons 1416. The requests are analyzed to determine if the requested coupon exists 1424. If the coupon does exist, the request is allowed to process 1420 and a coupon is generated for the CLlSt0111e1'.
TllllS, aS discussed herein, the embodiments of the present invention emL,race systems and methods for measuring CLIStO111eT 1'eSpOllSe, Opt11111z111g adVel'tlSlllg, alld providing an intelligent couponing system. The present invention may be embodied in other specific forms without depal-ting from its spirit or essential characteristics.
The described embodiments are to be considered in all respects only as illustrative and not restrictive. The scope of the invention is, therefore, indicated by the appended claims rather than by the foregoing description. All changes that come within the meaning and range of equivalency of the claims al'e to be emt,raced within their scope.
What is claimed and desired to be secured is:

Claims

1. ~A method for obtaining metric media values comprising the acts of:
broadcasting a test advertisement via at least two forms of media;
obtaining customer response data in response to the broadcasted test advertisement; and generating metric values from the customer response data for the at least two forms of media.

2. ~The method of claim 1, wherein the test advertisement is broadcast in a restricted environment and the customer response data is obtained before the corresponding customers leave the restricted environment.

3. ~The method of claim 1, wherein the at least two forms of media include in-store media.

4. ~The method of claim 1, wherein the at least two forms of media include combinations of audio, video, radio, television, billboard, taste, and smell,

5. ~The method of claim 1, wherein the act of obtaining customer response data in response to the broadcasted test advertisement further includes obtaining customer response data from at least one customer response device.

6. ~The method of claim 1, wherein the act of obtaining customer response data in response to the broadcasted message further includes obtaining out-of-store customer response data from an advertiser for use in generating combination metrics of in-store media and out-of-store media.

7. ~The method of claim 1 further including the act of correlating the customer response data and generated metric values with particular customer information.

8. ~The method of claim 7, wherein the act of correlating the customer response data and generated metric values with particular customer information further includes obtaining customer information from a customer information device.

9. ~The method of claim 1, wherein the act of generating metric values from the customer response data for the at least one form of media utilizes a process of personal probability.

10. The method of claim 1, wherein the act of generating metric values from the customer response data for the at least one form of media utilizes a process of random duplication.

11. ~A method for providing intelligent in-store couponing, said method comprising:
providing a coupon database comprising at least one of stored, input, and downloaded coupon information;
providing a means for accessing the coupon database and for generating coupons with the coupon information;
establishing an intelligent in-store couponing system; and delivering to a customer one or more coupons at least one of a point-of-sale and a point-of decision.

12. ~The method of claim 11, further comprising interfacing said intelligent in-store couponing system with an in-store media broadcast system.

13. ~The method of claim 12, wherein the in-store media broadcast system further includes a computer network configured to interconnect a plurality of clients and a variable media output system.

14. ~The method of claim 12, wherein said in-store media broadcast system is selected from the group consisting of a computer network-based media broadcast system, a satellite-based media broadcast system, and an internally isolated media broadcast system.

15. ~The method of claim 11, further comprising interfacing said intelligent in-store couponing system with a customer entrance detection and tracking system.

16. ~The method of claim 15, wherein the customer entrance detection and tracking system further includes at least one of a customer loyalty card system, a biometric data system, a manual purchase information system, and a product scanning device.

17. ~The method of claim 15, wherein the customer entrance detection and tracking system further includes at least one of detecting and identifying a customer, monitoring the customers in the business location at all times, tracking the shopping behavior of the customers, and tracking the purchase habits of the customers.

18. ~The method of claim 11, further comprising interfacing said intelligent in-store couponing system with a customer information and management system.

19. ~The method of claim 18, wherein the customer information and management system further includes the ability to store individual customer information including at least one of identity, gender, common items purchased, money spent, common shopping time, and age.

20. ~The method of claim 11, wherein said intelligent in-store couponing system further comprises a system selected from the group consisting of an in-store media broadcast system, a customer entrance detection and tracking system, a customer information and management system, a return on investment system, and a trigger-based broadcasting system.

21. ~The method of claim 11, wherein said coupon is a paperless coupon.

22. ~The method of claim 11, wherein said coupon is a paper coupon.

23. ~A method for optimizing an advertisement in response to customer data comprising the acts of:
acquiring customer response data including optimized advertising variable settings for a plurality of advertising groups;
identifying an advertising target group;
generating an advertisement with optimized advertising variable settings for the advertising target group; and broadcasting the optimized advertisement.

24. ~The method of claim 23, wherein the advertisement is audio based.

25. ~The method of claim 23, wherein the advertisement is video based.

26. ~The method of claim 23, wherein the advertisement is visually based.

27. ~The method of claim 23, wherein the advertisement includes a smell.

28. ~The method of claim 23, wherein the act of acquiring customer response data including optimum advertising variable settings for a plurality of advertising groups further includes:
broadcasting a plurality of test advertisements with unique sets, of advertisement variable settings;
analyzing broadcasted advertisement variable settings in relation to customer response information; and generating a set of optimized advertisement variable settings for a plurality of advertising groups.

29. ~The method of claim 28, wherein the act of broadcasting a plurality of test advertisements with unique sets of advertisement variable settings further includes:
broadcasting a test advertisement with a known set of advertisement variable settings directed at a particular advertising group; and recording the first customer response of the particular advertising group;

if there is not sufficient customer response data, adjusting the advertisement variable settings and re-broadcasting the test advertisement directed at the particular advertising group.

30. The method of claim 28, wherein the act of analyzing broadcasted advertisement variable settings in relation to customer response information further includes:
compiling customer response information from a customer response device for each of the plurality of broadcasted advertisements; and correlating customer response information with the advertisement variable settings of a corresponding broadcasted advertisement.

31. The method of claim 30, wherein the customer response device is a point-of-sale device.

32. The method of claim 30, wherein the customer response device is an RFID
device.

33. The method of claim 30, wherein the customer response device is a survey response device.

34. The method of claim 28, wherein the act of generating a set of optimized advertisement variable settings for a plurality of advertising groups further includes:
identifying advertising variable settings that indicate a particular advertising group will respond to an advertisement; and comprising sets of advertising variable settings for various advertising target groups.

35. The method of claim 29, wherein the act of identifying an advertising target group is performed by analyzing current customer information through customer information devices.

36. The method of claim 35, wherein the customer information devices include a membership card.

37. The method of claim 35, wherein the customer information devices include a credit card related device.

38. The method of claim 23, wherein the act of generating an advertisement with optimized advertising variable settings for the advertising target group further includes:
creating advertisement components that include variations corresponding to at least one of the advertising variable settings; and compiling an advertisement using the advertising components that correspond to the optimized advertising variable settings for the advertising target group.

39. The method of claim 23, wherein the advertising variable settings include frequency of the advertisement.

40. The method of claim 23, wherein the advertising variable settings include duration of the advertisement.

41. The method of claim 23, wherein the advertising variable settings include play time of the advertisement.

42. The method of claim 23, wherein the advertising variable settings include volume of the advertisement.

43. The method of claim 23, wherein the advertising variable settings include gender of the speaker in the advertisement.

44. The method of claim 23, wherein the advertising variable settings include inclusion of sound icons.

45. The method of claim 23, wherein the advertising variable settings include background music played in the advertisement,

46. The method of claim 23, wherein the advertising variable settings include sound effects played in the advertisement.

47. The method of claim 23, wherein the advertising variable settings include presence of pricing information in the advertisement.

48. The method of claim 23, wherein the advertising variable settings include variations in pricing in the advertisement.

49. The method of claim 23, wherein the advertising variable settings include variations in offer made in the advertisement.

50. The method of claim 23, wherein the advertising variable settings include value added content included in the advertisement.

51. The method of claim 23, wherein the advertising variable settings include seasonal related messaging included in the advertisement.

52. The method of claim 23, wherein the advertising variable settings include category promotions included in the advertisement.

53. The method of claim 23, wherein the advertising variable settings include variations on a product message included in the advertisement.

54. The method of claim 23, wherein the advertising variable settings include promotional offers included in the advertisement.

55 55. The method of claim 23, wherein the method may be implemented as a computer program product for implementation within a computer system.

56. The method of claim 23, wherein the advertising variable settings include smell icons.