EP1433097A2 - Systeme et procede de promotion de ventes - Google Patents

Systeme et procede de promotion de ventes

Info

Publication number
EP1433097A2
EP1433097A2 EP02733160A EP02733160A EP1433097A2 EP 1433097 A2 EP1433097 A2 EP 1433097A2 EP 02733160 A EP02733160 A EP 02733160A EP 02733160 A EP02733160 A EP 02733160A EP 1433097 A2 EP1433097 A2 EP 1433097A2
Authority
EP
European Patent Office
Prior art keywords
sales promotion
promotion system
user
user input
product
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.)
Ceased
Application number
EP02733160A
Other languages
German (de)
English (en)
Inventor
Hauke Internationaal Octrooibureau B.V. SCHRAMM
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.)
Philips Intellectual Property and Standards GmbH
Koninklijke Philips NV
Original Assignee
Philips Intellectual Property and Standards GmbH
Koninklijke Philips Electronics NV
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
Priority claimed from DE10220017A external-priority patent/DE10220017A1/de
Application filed by Philips Intellectual Property and Standards GmbH, Koninklijke Philips Electronics NV filed Critical Philips Intellectual Property and Standards GmbH
Publication of EP1433097A2 publication Critical patent/EP1433097A2/fr
Ceased 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
    • 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
    • G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
    • G06Q30/0209—Incentive being awarded or redeemed in connection with the playing of a video game
    • 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
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements

Definitions

  • the invention relates to a system and method for sales promotion.
  • sales promotion encompasses all measures and actions to promote the sale of products and services in their most general form. In particular, this includes the area of advertising, be it product or image advertising, as well as the area of various sales offers, be it in the form of discounts, rewards for customer loyalty, coupon offers and the like.
  • a well-known example of such active involvement of the solicited is the slogan quiz.
  • the solicitor must answer a question about a distinctive advertising phrase for the solicited object, the so-called slogan.
  • Possible question formulations are e.g. B. "What is X's slogan?" Or "Please complete the following advertising slogan: And one ".
  • These quiz questions are usually distributed to the solicitors via the print media on specially designed postcards, which can then answer the questions and send the postcards to the advertiser. Due to the technical possibilities of the internet, there are now some partially or fully automated advertising and / or sales systems.
  • the object of the invention is therefore to create a system and method for sales promotion that is inexpensive on the one hand, but on the other hand ensures high flexibility and interactivity of the sales promotion.
  • the problem is solved on the one hand by a sales promotion system with a pattern recognition component, configured in such a way
  • the pattern recognition component is used to recognize an input from a user of the sales promotion system, and that the sales promotion system is intended to carry out a sales promotion measure with the user depending on the recognition result of the user input, and on the other hand by »a sales promotion process comprising the steps:
  • a sales promotion measure with the user depending on the recognition result of the user input.
  • the user of the system i.e. H. the potential customer
  • the opportunity to interact naturally with the sales promotion system For example, in the area of advertising, the advertising slogans or product names requested by the system can simply be spoken into a microphone, whereupon the system uses speech recognition to convert the speech input into text.
  • the courted can be used to convert the speech input into text.
  • the advertising system promises him a reward. That is, if the advertising system recognizes a pattern entered by the courted person as the one requested by it, For example, if an inputted linguistic utterance is recognized by the speech recognition system as the advertising slogan in demand, the advertising system checks whether the solicitor can be awarded a reward. It can always award such a reward if the recognized pattern corresponds to the requested one. However, it can also make the award or reward dependent on other criteria. For example, it can only award a reward in a certain percentage of cases where a pattern has been identified as the correct one. If the promotion is related to a purchase made by the advertised person, the value of the reward can also be made dependent on the value of the purchase. at
  • Promotions that are not directly related to purchases by the solicitor offer the opportunity to derive the value of the reward from the value of the solicited goods or services.
  • a reward u. a the following things in question: - a product and / or a service and / or a discount on a product and / or on a service and / or a limited use of a game and / or participation in a raffle and / or publication on a list of winners. So a telephone company z. B. offer free or discounted phone calls as a reward, or a film company free or discounted visits to the cinema.
  • the advertising system can either send the recipient directly the reward intended for him or provide him with evidence against which the recipient can obtain the reward elsewhere. So the system z. B. immediately carry out a raffle or it can hand over a voucher to the courted person, upon presentation of which he receives goods and / or a service or a discount on a goods and / or a service in certain shops. Instead of a printed voucher, the system can also give the solicitor a corresponding authorization number, against whose mention the goods and / or the service is then available.
  • a user can also interact with other configurations of sales promotion systems according to the invention.
  • the input media are available to the user e.g. B. language, melodies, writing, drawings or the like are available, which are recorded via a microphone, a touchscreen, a graphics tablet or the like and fed to the pattern recognition of the system.
  • system expenditure can take place via one or more media, e.g. B. as speech or other acoustics via a loudspeaker, as text or graphics on a display or in another suitable form.
  • a sales promotion system according to the invention can also be equipped with further components.
  • the user input intended for the sales promotion system can be both at a public terminal such as e.g. B. a vending machine or made via a private device of the user such. B. a phone (mobile or landline), a PC or laptop, a PDA or the like can be entered.
  • the sales promotion system can be integrated in the input terminal or the user input can be transmitted to it via a network.
  • the integration into a vending machine opens up a simple possibility of handing the user over directly a product or, in the case of a promotion, a possible reward.
  • the transmission over a network e.g. B. a telephone network, the Internet or an intranet, allows a centralized and thus easily maintainable and inexpensive installation of an inventive sales promotion system.
  • the sales promotion system records data about its use and stores it for later evaluation. In this way, for example, important information about the consumer behavior and the opinions of the users about individual companies or products can be obtained or the data can be used for billing for the providers of the sales promotion measures using the system.
  • FIG. 1 shows an embodiment of a sales promotion system according to the invention as an advertising system
  • FIG. 2 shows the flow of an interaction of a user with a sales promotion system according to the invention, in the form of an interactive advertising system, in the form of a flow chart.
  • a vending machine 1 shows the schematic representation of an embodiment of a sales promotion system according to the invention as an advertising system.
  • a vending machine 1 is on the network 2, for. B. the Internet or a private network, connected to a server 3.
  • the vending machine 1 has a goods compartment 10, a
  • Goods delivery compartment 11 a keypad 12, a money slot 13, a display 14, a loudspeaker 15, a microphone 16, a printing unit 17 and a processing unit 18.
  • the purchase of a product at the vending machine 1 is carried out in a known manner by selecting a product displayed in the product display compartment 10, pressing the speaking key in the keypad 12, inserting the corresponding amount of money into the money slot 13 and then outputting the selected goods in the goods output compartment 11.
  • information can be provided, for B. be given to the operation of the vending machine 1 to a customer.
  • the customer is asked via the loudspeaker 15 and / or the display 14, e.g. B. to complete the advertising slogan of a company whose goods are offered by vending machine 1.
  • the system could somehow alienate the slogan, e.g. B. faster or slower or at variable speed or fully or partially backwards to then ask the user for the recognized slogan.
  • the customer's response is picked up by the microphone 16 and, after local processing by the processing unit 18, passed on to the server 3 via the network 2.
  • the server 3 takes on the role of controlling the interaction with the customer.
  • the local processing unit 18 only carries out certain coding functions and the necessary local functionalities such as the control of the input / output devices for the customer.
  • the central server 3 can process the advertising interactions of several vending machines 3.
  • the local processing unit 18 can subject the customer's response recorded by the microphone 16 to an analog-to-digital conversion. In order to save transmission bandwidth over the network 2, it can additionally also compress the audio signal by already carrying out all or some of the steps in the signal processing necessary for speech recognition of the response, such as, for. B. performs the so-called feature analysis. The processing unit 18 then transmits the features via the network 2 to the central server 3, which carries out the speech recognition of the answer and decides on the further actions of the advertising system.
  • the realization of the advertising system with a central server 3 shown here offers besides the advantages of the easy maintainability of the system above all utilization advantages, since the server 3 can operate several vending machines 1. However, if for some reason it is not possible or unfavorable to operate such a distributed system, independent vending machines 1 can also be implemented by fully integrating the functionality of the server 3 into the local processing unit 18. On the other hand, however, other end devices could also contact the server 3 via a network 2 in order to conduct the advertising dialog. To do this, place server 3 accordingly that he z. B. the standardized XML interfaces on the Internet can be used as a customer end device for the advertising dialog z. B. also serve a PC with Internet access. For this purpose, a courted person can be made aware of the advertising system, for example, by an advertising banner on a frequently visited website and by clicking on the advertising banner enter the advertising dialog with the server 3.
  • a sales promotion system can also be offered via a vending machine or the like.
  • this server 2 can also advantageously be used for the administration of the sales promotion measures and the recording of the usage data of the system and, if desired, their further processing and forwarding.
  • access control mechanisms such as pass words, transaction numbers or chip cards protected access via the network 2 to the server 3 for the providers of sales promotion measures or their agents, who provide this group of people with the required functionalities in a convenient manner.
  • FIG. 2 shows the sequence of a user interaction with a sales promotion system according to the invention, in the form of an interactive advertising system, in the form of a flow chart. It also explains some details of the workflow within the sales promotion system.
  • the scenario in FIG. 1 is assumed, i. H. from a vending machine 1, which in this case offers cigarettes.
  • the interactive advertising system waits for customer contact.
  • process block 102 a customer purchases a pack of cigarettes of a certain brand at the vending machine 1.
  • the processing unit 18 reports this purchase process in block 103 to the server 3, which evaluates the purchase process in block 104. It is believed that, based on market surveys, it is known that buyers of this cigarette brand are also potential buyers of high-quality designer lighters. Accordingly, the server 3 decides in block 104 that it wants to enter into an advertising dialogue with this customer in order to advertise a specific designer lighter called FI. He therefore instructs the processing unit 18 to invite the customer to an advertising dialogue and to ask him which of the three lighters FI, F2 and F3 has been awarded a design award.
  • the processing unit 18 uses the display 14 and the loudspeaker 15 to invite the customer to take part in the advertising quiz and to ask the customer which of the three lighters FI, F2 and F3 has been awarded a design award.
  • the server 3 can also provide additional information about these three lighters, such as. B. Photos of these lighters, certain technical details and / or recommended retail prices for them. This information can also be given to the customer e.g. B. are shown on the display 14.
  • the customer answers the question about the design award lighter by speaking one of the three names FI, F2 or F3.
  • This response is picked up by the microphone 16 and sent to the processing unit 18 as an audio signal.
  • the processing unit 18 can then carry out an analog-to-digital conversion of the audio signal and can also already carry out a feature analysis in preparation for the speech recognition that follows on the server 3, which leads to compression of the audio signal and thus to a saving in transmission capacity on the network 2.
  • the features are then transmitted via the network 2 to the server 3, which carries out a voice recognition of the customer's response.
  • speech recognition can be done e.g. B. can only be carried out with the recognition alternatives FI, F2 and F3, since the customer should select one of these three options.
  • server 3 checks whether its recognition result matches the desired response FI.
  • the customer is informed in block 109 that his answer was unfortunately incorrect and that it was the FI lighter that won the design award.
  • the customer can also get further details such. B. at the time of the award and the type of design award.
  • the advertising system says goodbye to the customer, wishing them more luck in the future, and the advertising interaction ends with the end block 113.
  • the server 3 determines in block 110 a reward for the customer, for example a discount when buying a lighter FI.
  • a corresponding voucher is printed out by the printing unit 17 and handed over to the customer via a corresponding output compartment.
  • the advertising system says goodbye to the customer, after which the advertising interaction is ended again in end block 113.
  • the described interactive advertising system can e.g. For example, the system can be expanded further in the following way: Instead of only offering the customer a discount in block 110 in the event of a later purchase of a FI lighter, the system can also offer the customer this purchase directly, and a further sales dialog can also be conducted.
  • the system can, for example, request the customer's address data in order to arrange for the FI lighter to be sent. Payment can then be made against invoice or directly at the machine.
  • other variants are also possible here.

Landscapes

  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Economics (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Control Of Vending Devices And Auxiliary Devices For Vending Devices (AREA)

Abstract

L'invention concerne un système et un procédé de promotion de ventes, ledit système comportant un composant de reconnaissance de formes. Selon l'invention, ledit composant de reconnaissance de formes sert à la reconnaissance d'une entrée faite par un utilisateur du système de promotion de ventes, et ce système de promotion de ventes est prévu pour la mise en oeuvre d'une mesure de promotion de ventes avec l'utilisateur, en fonction du résultat de la reconnaissance de l'entrée faite par l'utilisateur.
EP02733160A 2001-06-19 2002-06-13 Systeme et procede de promotion de ventes Ceased EP1433097A2 (fr)

Applications Claiming Priority (5)

Application Number Priority Date Filing Date Title
DE10129465 2001-06-19
DE10129465 2001-06-19
DE10220017 2002-05-04
DE10220017A DE10220017A1 (de) 2001-06-19 2002-05-04 Verkaufsförderungssystem und -verfahren
PCT/IB2002/002246 WO2002103589A2 (fr) 2001-06-19 2002-06-13 Systeme et procede de promotion de ventes

Publications (1)

Publication Number Publication Date
EP1433097A2 true EP1433097A2 (fr) 2004-06-30

Family

ID=26009548

Family Applications (1)

Application Number Title Priority Date Filing Date
EP02733160A Ceased EP1433097A2 (fr) 2001-06-19 2002-06-13 Systeme et procede de promotion de ventes

Country Status (4)

Country Link
US (1) US20040220853A1 (fr)
EP (1) EP1433097A2 (fr)
JP (1) JP2004533077A (fr)
WO (1) WO2002103589A2 (fr)

Families Citing this family (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US7788137B1 (en) * 2007-04-19 2010-08-31 Intuit Inc. Method and system for price variability of a service
CN104392548B (zh) * 2007-09-06 2018-01-30 可口可乐公司 用于操作交互式分配器的设备和方法
US20100293042A1 (en) * 2008-01-18 2010-11-18 Open Matrix Llc System and method for variable discount sales device

Family Cites Families (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US6161059A (en) * 1998-09-14 2000-12-12 Walker Digital, Llc Vending machine method and apparatus for encouraging participation in a marketing effort
US5799944A (en) * 1997-05-21 1998-09-01 Lemmon; Sean Christian Game board with non-removable pieces
AU763445B2 (en) * 1998-04-16 2003-07-24 Societe Des Produits Nestle S.A. Automatic vending machine and container for articles of frozen confectionery
US6424884B1 (en) * 1999-03-03 2002-07-23 The Coca-Cola Company Vending machine with transponder interrogator
US20020049631A1 (en) * 1999-10-12 2002-04-25 Eric Williams Process, system and computer readable medium for providing purchasing incentives to a plurality of retail store environments

Non-Patent Citations (1)

* Cited by examiner, † Cited by third party
Title
See references of WO02103589A2 *

Also Published As

Publication number Publication date
WO2002103589A8 (fr) 2004-04-29
WO2002103589A2 (fr) 2002-12-27
US20040220853A1 (en) 2004-11-04
JP2004533077A (ja) 2004-10-28

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