EP1342195A2 - Systeme de marketing interactif - Google Patents

Systeme de marketing interactif

Info

Publication number
EP1342195A2
EP1342195A2 EP01989556A EP01989556A EP1342195A2 EP 1342195 A2 EP1342195 A2 EP 1342195A2 EP 01989556 A EP01989556 A EP 01989556A EP 01989556 A EP01989556 A EP 01989556A EP 1342195 A2 EP1342195 A2 EP 1342195A2
Authority
EP
European Patent Office
Prior art keywords
marketing system
terminal
interactive marketing
sales
camera
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Withdrawn
Application number
EP01989556A
Other languages
German (de)
English (en)
Inventor
Anton Wachter
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Bayosan Wachter & Cokg GmbH
Original Assignee
Bayosan Wachter & Cokg GmbH
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Bayosan Wachter & Cokg GmbH filed Critical Bayosan Wachter & Cokg GmbH
Publication of EP1342195A2 publication Critical patent/EP1342195A2/fr
Withdrawn legal-status Critical Current

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/14—Systems for two-way working

Definitions

  • the invention relates to an interactive marketing system for products or services, in particular for goods in commercial transactions, according to the preamble features of claim 1.
  • Advertising and marketing are one of the central instruments of sales promotion. Especially in times of intensified competition, for example as a result of the globalization of the economy, this instrument is of greater importance.
  • this instrument is of greater importance.
  • interactive marketing has recently become due to technical improvements and falling prices in the telecommunications sector more and more attractive.
  • the device consists of a computer, a TV screen, a remote data transmission unit with modem, a printer and a camera, microphone and loudspeaker for a video conference from the "living room".
  • the video conference for the respective specialist salesperson or consultant is set up by the customer if he clicks on areas that are specially marked or highlighted and show the corresponding options. In this way, he is connected to the seller from the respective company or a headquarters for the desired product. He can get in touch with him both optically and acoustically and get individual advice.
  • connection to the desired consultant If the connection to the desired consultant is not possible, the customer can use the previous function, for example television or computer / internet, while the seller is selected again in the background. After the connection is established, the Customers are shown this and can then start the desired sales call.
  • the disadvantage here is that the goods or the service as the end product is only "virtual" or as an image, often in poor image quality, so that the customer cannot make an exact impression of it.
  • GB 2 240 233 describes an interactive marketing concept in which the goods to be sold are filmed at one location (e.g. film studio) and then displayed on a screen in the sales area. Speakers can also be used to convey acoustic impressions and information to the customer in the sales room. The customer's reaction is communicated to a salesperson by a hidden camera and microphone. Taking customer behavior into account, the seller can optimize the acoustic and visual sales facility by determining the movement of the goods to be sold and the acoustic announcement.
  • the advertised goods are only available as illustrations, so that the impression of them can be very incomplete.
  • the object of the invention is to create an interactive marketing system which overcomes the above disadvantages.
  • the customer can communicate directly with the products or related services in a sales room, in particular on a shelf or an information desk in a hardware store, visually and linguistically in real time with the desired sales consultant, with the real product in mind or in hand , and not just a picture of it, discuss advantages and disadvantages or processing instructions with the competent specialist adviser of the manufacturing plant or a head office.
  • This is done in particular by means of a video conference via a terminal in the form of a video telephone or a small network computer with a camera.
  • the terminal is preferably integrated in a visually appealing manner on the retail shelf of a retailer or supermarket.
  • the central component as a process unit is a terminal which, depending on requirements, in particular as a so-called "stupid" network computer without large hard disk capacity and the like. Like. Or as a simplified client computer or videophone with an Internet browser. In contrast to an Internet connection, it is only necessary and possible to select a specific manufacturer or a single control center, which can also serve as a portal for other manufacturers. This results in a high level of network and data security, so that no "firewall" is required. In addition, no misuse of the Internet is possible, especially since the requesting terminal can be precisely identified.
  • a printer, a DVD or CD-R (W) drive, a camera, a microphone and a loudspeaker are preferably connected to the terminal.
  • the monitor can also serve as an input unit as a touch screen.
  • language acquisition systems can also be used.
  • the terminal is preferably connected via an ISDN connection directly to the head office or manufacturer, preferably with corresponding area codes, so that on the one hand the retailer does not incur any costs and on the other hand no separate connection via dedicated line is necessary.
  • the camera is preferably guided so that it automatically zooms in on the speaker. Microphones that adapt automatically to the customer can also be used.
  • a video conference has the advantage over a "pure” videophone that within the scope of "application sharing" on both screens, simultaneously with the same Windows applications, i. H. can be worked at the customer's site in the sales room and the specialist consultant in the distant manufacturing plant.
  • the customer can actively participate through data entry, for example by reading a (digital) photo of this at the terminal via an interface (e.g. front-side bus) for a color consultation of his house (but also his garden, car, etc.) or in front of it Holds the camera and then lets the remote specialist draw up a draft.
  • an interface e.g. front-side bus
  • this can generally be done simultaneously or very quickly and then printed out to the customer.
  • such a draft can also be sent by post or e-mail after the rough design has been discussed or can be picked up by the customer later at the terminal.
  • the employees of the dealer on site or the interested customer can, after authorization by the specialist consultant, reprint any missing brochures or leaflets or To update.
  • presentation or processing films preferably at night, can also be downloaded on CD-R (W) or DVD. Time-consuming and expensive orders from the company for the respective films are therefore not necessary.
  • These "films" can then be shown during the day on the monitor in the sales room directly on the sales shelf in order to arouse interest in the goods stored in them or to give them directly to the customer.
  • the customer can interrupt these films at any time for individual advice, ie for a video conference, individual calculations or printing out prospectuses. Then the processing of the processing film or the images is automatically resumed.
  • the marketing system can be activated by a motion detector (e.g. based on infrared) as soon as a customer approaches or stays on the shelf for a certain time.
  • the customer can also remove smaller goods from the shelf and hold them in front of the camera so that the goods are identified by the barcode or other coding, e.g. as goods XY from manufacturer Z.
  • This quick identification of the goods can also be carried out with a portable barcode scanner or a laser pointer, which is connected to the terminal.
  • This solution recognition device for goods
  • the marketing system is generally operated free of charge for the customer, a coin slot, a cash card reader or a customer card reader can also be provided for certain discount options in order to cover, for example, the costs for printouts or a CD production at the terminal.
  • this can also be used for goods on a sales chest, a stack of goods or the like.
  • the system is largely independent thanks to an independent power supply and a radio connection to the fixed network, for example with the help of the UMTS technology that will soon be available. It can e.g. B. on sales markets or large construction sites with a corresponding need for building materials.
  • the terminal can be designed as a "UMTS mobile phone" with an integrated camera, which can be taken from a charging station at an information desk at the entrance to the hardware store and can be used as a source of information and a request station for the manufacturer of a product of interest when walking through the rows of shelves.
  • the identification of the manufacturer Z by means of coding on the product can be carried out by the integrated camera, possibly with a scan function, so that the selection of the manufacturer Z can be made directly from the product identification (eg barcode or hologram). Sales contracts can also be concluded directly on the interactive marketing system after prior consultation and assessment of the "real" goods by the customer.
  • FIG. 1 shows a schematic diagram of the individual components of the interactive marketing system; and FIG. 2 shows a spatial view of the interactive
  • Terminal 1 shows the individual components of an interactive marketing system in the form of a schematic diagram.
  • Terminal 1 is designed as a so-called client or simplified network computer or as a videophone with Internet access.
  • An input unit 7 in the form of a keyboard with a mouse or a “touch screen” is connected to this.
  • a printer 2 is available for printing out brochures or documents.
  • a monitor 3 is also connected to Terminal 1 or integrated into it. With the aid of a CD or DVD read / write device 4, advertising or processing films can be transferred from a central server 11 ⁇ ⁇ — and are shown on the monitor 3.
  • a so-called webcam or camera 5 automatically zooms in on the customer.
  • a microphone 6a is preferably designed such that it automatically adjusts to the speaker at a reception angle of 360 °.
  • the customer * has the opportunity to move around the sales shelf 10 (see FIG. 2) during the conversation and to examine and feel the products 9.
  • the customer can also remove goods from the shelf 10 and identify them by the barcode generally printed thereon and a barcode reader at the terminal 1. This enables Terminal 1 to automatically establish contact with the manufacturer of the product and the specialist consultant responsible for this product.
  • a loudspeaker 6b transmits the advertising or processing text, which preferably comes from the DVD device 4, for customer guidance or transmits the conversation with the specialist consultant, who uses the server 11 to access data from the company's own or central network, such as current delivery dates, inventory levels, Order status, discount grant, etc. can fall back on.
  • Terminal 1 with monitor 3 and input unit 7 is integrated as a keyboard on a sales shelf 10 with products 9.
  • the microphone 6a, a loudspeaker 6b and a camera 5 are preferably arranged on the top of the shelf 10 on a bracket 13 such that the entire width of the shelf 10 including the anteroom or the entire sales area is detected.
  • the camera 5, which can alternatively or additionally be mounted above the monitor 3 (position 5 '), can in particular also be remotely controlled by the specialist adviser, so that he can survey and monitor the entire sales shelf 10 and the anteroom.
  • this can also be done automatically, so that the specialist advisor can fully concentrate on the customer during an interactive consultation.
  • the adjustment of the microphone 6a is also carried out automatically, with background noises being filtered out and alignment being carried out on the respective speaker or customer.
  • the customer can thus get individual advice on the products directly by means of the possibility of a video conference and / or data transmission with the remote specialist consultant, whereby the customer can check the "real" goods or services (eg the surface quality of a paint finish on a product) in detail, eg feel, smell and possibly also taste.
  • a CD-R or DVD device 4 and a printer 2 are also integrated in the sales shelf 10. It can be shown on the monitor 3 advertising or processing films, especially for home improvement. Time-consuming mailing of films is no longer necessary because the sales staff in the retail store can create them or update them daily by downloading them from the server 11 on site, preferably at night. Missing brochures or technical information sheets can also be printed out by the sales staff.
  • Terminal 1 as a self-service station, customers can calculate quantity, e.g. the need for masonry mortar for a specific house or the slab requirement for garden design, if necessary also with CAD support from a floor plan, as well as design suggestions or price calculations .
  • the customer can obtain the data required for this (eg floor plan of a house) via an interface (not shown in more detail) using a scanner or a data carrier, or sketchily using a graphic panel at the terminal Read 1 and thus make it available to the remote consultant.
  • So-called "application sharing” is also possible, ie a Windows application is being worked on simultaneously on the screen of the specialist consultant and the customer, so that optimum support from the manufacturer's competent specialist consultant is also possible here.
  • the connection of the terminal 1 to the network server 11 of the manufacturer and the computer of the specialist advisor takes place via a schematically illustrated ADSL or ISDN connection 12 via the so-called H.320 protocol or the multimedia standard T.120.
  • the dial-in from Terminal 1 to Server 11 takes place via value-added service numbers, e.g. the prefix 0180 or 0800, so that the retailer, who provides the sales room with the shelves 10, incurs no costs and no separate connection in the manner of an expensive dedicated line must be made.
  • value-added service numbers e.g. the prefix 0180 or 0800
  • the requesting customer is directed to a sales consultant who is currently free. If this is not competent in a specific question, a further connection to other sales consultants can take place or the management can also be involved in commercial questions such as granting a discount or payment terms.
  • this interactive marketing system for products and related services enables novel, optimized customer advice.
  • This enables the advertising manufacturer or company to further optimize its marketing for the products according to business criteria and to forward the customer for complementary products to cooperating companies.
  • Their products can also be advertised or recommended at Terminal 1 (or a neighboring terminal), e.g. lighting systems, certain sanitary fittings or furniture for the client as a customer. It can be based on designs that have already been worked out, e.g. floor plans of the house, circuit diagrams, etc. Like. Be resorted to, so that the construction process with subsequent interior work is significantly simplified. Through telecommunications »Over ADSL or ISDN, the effort for the technical implementation and the costs compared to conventional leased lines are also very low.
  • Terminal 1 can also be located in their "sales room” or office, in particular for services provided by architects, property developers or other designers (e.g. craftsmen), in order to ensure optimal contact between customers (e.g. clients) and the manufacturer, with the intermediary of the architect or designer as a service provider to create "online” with immediate assessment of the product and advice.
  • architects e.g., property developers or other designers (e.g. craftsmen)
  • customers e.g. clients
  • the intermediary of the architect or designer as a service provider to create "online” with immediate assessment of the product and advice.

Landscapes

  • Engineering & Computer Science (AREA)
  • Business, Economics & Management (AREA)
  • Physics & Mathematics (AREA)
  • Strategic Management (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Theoretical Computer Science (AREA)
  • Finance (AREA)
  • General Physics & Mathematics (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Multimedia (AREA)
  • General Business, Economics & Management (AREA)
  • Game Theory and Decision Science (AREA)
  • Signal Processing (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Financial Or Insurance-Related Operations Such As Payment And Settlement (AREA)

Abstract

L'objectif de l'invention est la création d'un système de marketing interactif pour des produits et des prestations de service associés, en particulier pour des marchandises dans des établissements commerciaux, un client étant relié, par l'intermédiaire d'un circuit de vidéoconférence, à l'aide d'au moins un terminal, visuellement et/ou acoustiquement avec un conseiller spécialisé se trouvant dans une centrale éloignée. A cet effet, il est proposé que le terminal, pour la réalisation de la vidéoconférence ou la recherche d'informations numériques, soit disposé à proximité des produits (9) se trouvant dans une salle de vente, en particulier dans un rayon de vente (10) ou dans une infothèque.
EP01989556A 2000-12-01 2001-12-03 Systeme de marketing interactif Withdrawn EP1342195A2 (fr)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
DE2000160024 DE10060024A1 (de) 2000-12-01 2000-12-01 Interaktives Marketingsystem
DE10060024 2000-12-01
PCT/EP2001/014083 WO2002044959A2 (fr) 2000-12-01 2001-12-03 Systeme de marketing interactif

Publications (1)

Publication Number Publication Date
EP1342195A2 true EP1342195A2 (fr) 2003-09-10

Family

ID=7665609

Family Applications (1)

Application Number Title Priority Date Filing Date
EP01989556A Withdrawn EP1342195A2 (fr) 2000-12-01 2001-12-03 Systeme de marketing interactif

Country Status (4)

Country Link
EP (1) EP1342195A2 (fr)
AU (1) AU2002227975A1 (fr)
DE (1) DE10060024A1 (fr)
WO (1) WO2002044959A2 (fr)

Families Citing this family (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
DE202011101173U1 (de) * 2011-05-27 2011-10-26 Systemhaus Htc Kommunikationssysteme Gmbh Elektrische Einrichtung zur Anforderung einer Person, insbesondere eines Verkäufers oder Beraters in einem Supermarkt oder Kaufhaus
RU2745855C1 (ru) * 2020-07-08 2021-04-02 Юрий Геннадьевич Сидоров Система и терминал персональной презентации товаров в розничной торговле

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ES2025023A6 (es) * 1991-02-26 1992-03-01 Fluid Clima S L Equipo autonomo de vigilancia y obesrvacion.
US6055514A (en) * 1992-03-20 2000-04-25 Wren; Stephen Corey System for marketing foods and services utilizing computerized centraland remote facilities
US6323894B1 (en) * 1993-03-12 2001-11-27 Telebuyer, Llc Commercial product routing system with video vending capability
GB9511144D0 (en) * 1995-06-02 1995-07-26 Dempsey Maurice Surveillance system
DE69632384T2 (de) * 1995-12-19 2005-05-04 Canon K.K. Gerät und Verfahren zur Steuerung einer Mehrzahl von Fernkameras
US5956081A (en) * 1996-10-23 1999-09-21 Katz; Barry Surveillance system having graphic video integration controller and full motion video switcher
WO1997041688A1 (fr) * 1996-04-29 1997-11-06 Agostino Richard J D Procede et appareil pour commerce ou loisirs par annuaire de visioconference
WO1998053612A1 (fr) * 1997-05-23 1998-11-26 G.A. Braun, Inc. Procede et appareil permettant de surveiller des equipements et d'employer des conseillers au moyen de communications longue distance
US6091956A (en) * 1997-06-12 2000-07-18 Hollenberg; Dennis D. Situation information system
DE19726413A1 (de) * 1997-06-22 1999-01-07 Friedhelm Kussmaul Multimediales Präsentationsgerät
US5991373A (en) * 1997-09-15 1999-11-23 Teknekron Infoswitch Corporation Reproduction of a voice and video session
DE19902333A1 (de) * 1998-03-11 1999-09-16 Andreas Stuetz POI- und/oder POS-Terminal
EP0993191A3 (fr) * 1998-10-07 2002-04-10 Ncr International Inc. Vidéoconférence pour un système de vente au détail
DE19910648A1 (de) * 1999-03-10 2000-09-21 Siemens Ag Videohandy
MXPA02009776A (es) * 2000-04-03 2004-09-06 Pugliese Company Sistema y metodo para desplegar y vender bienes y servicios.

Non-Patent Citations (1)

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Title
See references of WO0244959A3 *

Also Published As

Publication number Publication date
DE10060024A1 (de) 2002-06-13
WO2002044959A3 (fr) 2002-07-25
WO2002044959A2 (fr) 2002-06-06
AU2002227975A1 (en) 2002-06-11

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