JP2004078885A - Method of printing point of purchase advertisement, and server for supporting creation of point of purchase advertisement - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide the point of purchase advertisement capable of being replaced for the conventional customer-care technique by a sales assistant, and to advise a method of use by each shop. <P>SOLUTION: This method is provided to create POP by accessing a POP creation support server comprising a commodity master database, a POP selection table, a number of characters definition table and a POP database from a shop terminal. This method comprises a step for updating contents of the commodity master database, a step for creating the POP in accordance with rules of the POP selection table and the number of characters defining table on the updated commodity, a step for storing the created POP in the POP database, a step for reading at least a part of the POP stored in the POP database and correcting the read POP in accordance with the rules of the POP selection table and the number of character definition table, a step for retrieving the POP database and reading the desired POP stored therein, and a step for printing the retrieved POP. <P>COPYRIGHT: (C)2004,JPO

Description

[0001]
TECHNICAL FIELD OF THE INVENTION
The present invention relates to an advertisement printing method at the time of purchase for producing and printing an advertisement placed at a store or attached to a product, and an advertisement production support server at the time of purchase.
[0002]
[Prior art]
Conventionally, in the retail business, for example, in the retail business dealing with high value-added products such as the fashion field, sales personnel increase the purchase rate of customers by providing appropriate advice while searching for customer needs at stores. .
On the other hand, there is a sales form in which there is no sales clerk and the selection of a product is left to the customer, as in a so-called convenience store. It is being considered to apply this sales form to the sales of retailers that handle high value-added products. (This form (operation) that does not require customer service in the store operation method will be referred to as “value convenience” in the following description. Described).
[0003]
There are major differences between Value Convenience and convenience store sales formats. In other words, convenience stores deal with non-differentiated products (commodities), while value convenience stores, even if they have a lineup of daily necessities, add a high level of fashion to traditional purchase purposes. The company sells valuable products. That is, the product to be handled is a product having a lower importance of the price factor than the purchase decision of general daily necessities, and the purchase decision is a product having high functionality and fashionability, that is, a high value-added product. In order to sell high-value-added products, it was necessary to provide appropriate advice to customers, which required a salesperson. However, there is no sales staff at Value Convenience, so a method that replaces the conventional customer service technology is needed to increase the sales effectiveness.
[0004]
[Problems to be solved by the invention]
The present invention has been made in order to solve the above-described problem, and is a point-of-purchase advertisement that can replace the conventional customer service technology, and systematically solves a sales force that conventionally relies on human attributes. Accordingly, it is an object of the present invention to provide a method of printing a point-of-purchase advertisement and a server for producing a point-of-purchase advertisement that can systematically provide the best or recommended point-of-purchase advertisement.
[0005]
[Means for Solving the Problems]
A method of printing a point-of-purchase advertisement according to the present invention includes: a point-of-purchase advertisement production support server including a commodity master database, a point-of-purchase advertisement selection table, a character number definition table, and a point-of-purchase advertisement database; Store terminal, and a method for producing a point-of-purchase advertisement using a system including a communication line connecting the server and the terminal,
Updating the contents of the product master database;
Producing a point-of-purchase advertisement according to the rules of the point-of-purchase advertisement selection table and the character number definition table for the updated product;
Storing the produced point-of-purchase advertisement in the point-of-purchase advertisement database;
Reading at least a part of the point-of-purchase advertisement stored in the point-of-purchase advertisement database, and modifying the point-of-purchase advertisement read according to the rules of the point-of-purchase advertisement selection table and the character number definition table;
Searching the point-of-purchase advertisement database and reading out a desired point-of-purchase advertisement stored therein;
Printing the retrieved point-of-purchase advertisement.
[0006]
The rules of the point-of-purchase advertisement selection table relate to the size and use of a point-of-purchase advertisement (POP: hereinafter referred to as “POP”). In terms of size, they are S size, M size, L size, band-shaped, and in applications, they are for price and information. For each product, what kind of product is suitable, where the installation location is preferable, visibility in accordance with the size, display contents, and the like are also determined in advance. For example, when a certain product (or product category) is selected, a POP having a size and application suitable for the product can be easily selected according to the rules of the point-of-purchase advertisement selection table.
The POP is a point-of-purchase advertisement. For example, a catch phrase placed on the display shelf of the product adjacent to the product or a printed matter attached to the product. In other words, POP is an advertising tool that can be placed directly on the storefront or attached to a product and can be approached directly at the location closest to the customer.
The rules of the character number definition table are, for example, as shown in FIG. A plurality of sizes (S, M, L) are defined for each product category, and the number of characters and the number of lines of items such as a maker name, a product name, a product description, and an amount to be displayed for each category are defined. Each item printed on the POP must be within these character and line numbers.
[0007]
The method may further include transmitting a command for instructing the computer of the advertisement production company to print the advertisement at the time of purchase.
[0008]
further,
Receiving sales information for each product and / or point-of-purchase advertisement from the store terminal;
Analyzing the sales information to determine the validity of the point-of-purchase advertisement for the product;
Notifying the shop terminal of an analysis result regarding the validity of the advertisement at the time of purchase.
[0009]
further,
Receiving voting information for the point-of-purchase advertisement from the store terminal;
Aggregating voting information for the point-of-purchase advertisement;
Notifying the tally result of the advertisement at the time of purchase to the store terminal.
[0010]
Further, the method may include a step of adding a recommendation display to a part of the point-of-purchase advertisement stored in the point-of-purchase advertisement database based on the analysis result or the aggregation result.
[0011]
The step of adding the recommended display is a step of identifying a store for which a point-of-purchase advertisement is being created, a step of searching for a store whose customer conditions are similar to the store, and a point-of-purchase advertisement used by a similar store. And searching and displaying attribute information and / or recommendation information. The customer condition is, for example, a condition relating to a difference between customers affected by location as one element.
[0012]
The step of adding the recommended display includes a step of receiving information on a display state of a product including a shelf layout, a step of searching for a store having a similar display state, a point-of-purchase advertisement used by a similar store, and its attribute. Searching for and displaying information and / or recommended information.
[0013]
The step of adding the recommendation display includes a step of receiving event information around the store, a step of searching a knowledge base on the product, a step of purchasing advertisement corresponding to the event information, and its attribute information and / or recommendation information. Searching and displaying.
[0014]
The point-of-purchase advertisement production support server according to the present invention includes a merchandise master database that stores information on merchandise, and the size, definition, content, installation location, visibility, frequency, and outsourcing of the point-of-purchase advertisement corresponding to the merchandise. A point-of-purchase advertisement selection table that stores part or all of the information related to the information, a number-of-characters definition table that stores character number limitation information corresponding to the information of the point-of-purchase advertisement, and information on the produced point-of-purchase advertisement A point-of-purchase advertisement database that stores the information and an arbitrary product is extracted from the product master database, and a point-of-purchase advertisement for the product is produced according to the rules of the point-of-purchase advertisement selection table and the number-of-characters definition table. And a registration processing unit for registering the information in the advertisement database at the time of purchase.
[0015]
Preferably, the registration processing unit receives information on a product category and an advertisement size, searches the advertisement selection table at the time of purchase based on the information, and inputs a product name, a price, and / or a product description to be input. And receiving the price and / or product description, checking the number of characters in accordance with the rules of the character number definition table, and then registering the produced point-of-purchase advertisement in the point-of-purchase advertisement database.
[0016]
Furthermore, while storing the analysis results of the point-of-purchase advertisement-sales analysis section for analyzing the relationship between the point-of-purchase advertisement and sales based on the sales report from each store, and storing the analysis results of the point-of-purchase advertisement-sales analysis section, feedback to the headquarters or store And a sales analysis database.
[0017]
Furthermore, the voting from each store is received and counted, and a voting tally processing unit that stores the received comments in a database, and the tallying result of the voting tally processing unit is stored and notified to the headquarters or the store. A point-of-purchase advertisement-voting / comment database may be provided.
[0018]
Further, based on the analysis result or the aggregation result, a recommended information adding unit that adds recommended information to a preferred point-of-purchase advertisement, and a purchase registered in the point-of-purchase advertisement database upon receiving recommended information from the recommended information adding unit. A recommendation information storage unit for adding attribute information to the point-in-time advertisement.
[0019]
Further, the system may further include a point-of-purchase advertisement effect analysis unit that analyzes the relationship between the point-of-purchase advertisement and the sales based on the sales report from each store and analyzes the effect of the point-of-purchase advertisement. The point-of-purchase advertisement effect analysis unit extracts a point-of-purchase advertisement of a product to be analyzed from the point-of-purchase advertisement database, and when there are a plurality of extracted point-of-purchase advertisements, a sales amount of the product for each point-of-purchase advertisement. Then, the effect of the content of the point-of-purchase advertisement is analyzed for the product by obtaining the correlation between the content of the advertisement at the point of purchase and the sales of the product.
[0020]
The point-of-purchase advertisement effect analysis unit compares the contents of the most-purchased point-of-purchase advertisement with the least-purchased point-of-purchase advertisement, and it is effective that the former is the point-of-purchase advertisement and the latter is not the latter. When the content of the advertisement at the time of purchase is the same, the order may be compared to determine the difference in effect due to the arrangement of sentences.
[0021]
BEST MODE FOR CARRYING OUT THE INVENTION
The present invention relates to so-called POP production and printing for replacing conventional customer service technology in a value convenience where there is no salesperson. In addition, the system according to the embodiment of the present invention analyzes the sales power that has conventionally relied on the personal attributes of the sales clerk, so that what the sales clerk has caught with the five senses at the conventional store can use this system to obtain the POP. In a timely and effective manner. At this time, there is no example of an effective sales promotion method in which a POP is verified by data analysis at a store for such a purpose.
[0022]
The POP is a point-of-purchase advertisement as described above. A POP is an advertising tool that can be placed in stores or attached to merchandise, and can be approached directly at the location closest to the customer.
[0023]
However, the characteristics of the POP according to the embodiment of the present invention are significantly different from those of the conventional POP. For example, it is necessary to pay attention to the following points at the time of creation.
-In order to substitute customer service technology, it is necessary to take into account the customer needs characteristics of each individual store and the occasion needs such as season and weather.
・ Therefore, it is necessary to change the POP posting period for each item in a timely manner.
・ Contents communicated by POP differ for each item. In addition, the content is not constant for each item, and it is necessary to communicate contents that are attractive to customers. (For example, even for mineral water, the PR points are different for each product, such as taste, slimming effect, constitution improvement effect, and stylish packaging)
What kind of POP to select is preferably determined by customer purchase trend analysis data for each store stored in the headquarters.
-It is necessary to determine the type of POP to be used based on the above-mentioned product characteristics, and to determine the type of POP to be used after re-arranging the shelf layout for displaying the products at the same time. Shelf allocation has a large effect on sales. The type of shelf layout that will launch a product affects the eye catching of customers.
[0024]
Since the sales form, exhibition place, and the like of the product differ from store to store, the size and content of the POP need to be determined for each store. Even for the same product, it is necessary to prepare, print, cut, and deliver a plurality of POPs. Another feature of the POP is that it is necessary to change the contents such as catch phrases for each store according to the number of customers. Therefore, it is necessary to prepare a POP for each store.
[0025]
A system / method adapted to the above points will be described based on a specific example.
[0026]
First Embodiment of the Invention
A system / method according to Embodiment 1 of the present invention will be described with reference to FIGS.
[0027]
1. FIG. 1 is a flowchart showing the entire processing procedure in the system. The dotted line in the figure indicates an artificial operation that is not directly performed by this system. This system includes a POP production support server (details thereof will be described later) and an ordering system under the control of a headquarters, and terminal devices of stores and production companies connected to these by a communication network such as the Internet / intranet. The POP is a pop advertisement (point-of-purchase advertising: advertisement at the time of purchase). This is a printed matter such as a catch phrase placed on the display shelf of the product adjacent to the product or "Price reduction!" A POP is an advertising tool that can be placed in stores or attached to merchandise, and can be approached directly at the location closest to the customer.
[0028]
In FIG. 1, POP printing can be performed at any of a headquarters, a store, and a production company. If printed by the headquarters or production company, delivery work will occur. Hereinafter, each step of FIG. 1 will be described.
[0029]
S1: When purchasing goods are determined from a supplier, master registration is performed for each of the goods. Specifically, the JAN code of the product is determined and registered, and this is registered in the ordering system.
[0030]
S2: Notify each store of guidance of the product. This may be e-mail, fax, mail, or the like.
[0031]
S3: Update the product master database of the POP production support server based on the product master of the ordering system. This master update process is performed periodically, and the master is maintained in the same order in the ordering system and the POP production support server.
[0032]
S4: Register the POP of the product. The registered POP can be printed at a store or ordered for printing from a production company. The head office registers POP masters according to the product / brand image. Each store selects a preferable one from registered ones (size, contents, discount, etc.) and creates a POP. Details will be described later.
[0033]
S5: A search is made as to whether a POP of a product accessed from the terminal of the store to the POP production support server is registered. If not registered, the POP can be registered or the registered POP can be modified.
[0034]
S6: At the headquarters, the POP production support server performs a data search, extracts a POP to be printed, and executes printing.
[0035]
S7: Search for a POP with an outsourcing production instruction, and send the extracted POP data to the production company.
[0036]
S8 to S10: POP is printed.
[0037]
S11, S12: The printed POP is delivered to the store.
[0038]
S13: The head office faxes the provisional purchase order for the product to the business partner.
[0039]
S14: The headquarters registers the order for the product in the ordering system.
[0040]
S15: The ordering system makes a formal order to the business partner.
[0041]
S16: The merchandise is delivered to the store from the business partner.
[0042]
S17: The goods and the POP arrive at the store, and set them up at the store.
[0043]
According to this system / method, the store can select a desired POP suitable for the store and print the POP directly at the store, and can easily replenish, for example, a dirty or damaged POP. On the other hand, the headquarters can control the POP production by controlling the contents of the POP production support server, and can greatly reduce the labor of ordering and delivering the POP.
[0044]
Until now, we had to create the composition outside the company, hand it over to the printing company, and print and cut it. The cut one was delivered to the store. The present system / method is to simplify the conventional approach. According to the present system / method, a POP template can be prepared at the headquarters, the data can be transmitted to a printing company, printed, cut, and delivered. These operations are possible on the WEB. Since printing can also be performed at a store, the POP that has been soiled or damaged can be easily replenished at the store. All POPs can be prepared by printing and cutting at the store side.
[0045]
2. FIG. 2 is a functional block diagram of the POP production support server. The POP production support server includes an input unit 1 such as a keyboard and a mouse, a display unit 2 such as a liquid crystal display device, a central processing unit (CPU) and a main storage device (memory) (not shown), a hard disk, a flexible disk drive, and a CD-ROM. An external storage device such as an RW drive and a communication device such as a LAN board and a modem are provided. The server 3 is connected to the printer 3 and can print POP.
[0046]
In FIG. 2, although partially illustrated, each processing unit receives necessary data from an input unit (or a client), and displays a processing result or the like on a display unit (or transmits to a client). The processing unit (not shown) also transmits and receives data as necessary, merely omitting input and display. When causing the server to perform various processing from the client, the server receives various requests from the client, performs the processing, and transmits the processing result to the client.
[0047]
Each component of FIG. 2 will be described.
[0048]
The merchandise master database 11 stores a list of merchandise handled in a store, and stores data such as a category name, a unit name, an item name, a supplier name, and a cosmetic BR based on a JAN code for each merchandise.
[0049]
The POP selection table 12 stores information on items that can be used as POP (size, definition, contents, installation location, visibility, and others (frequently used, can be outsourced)). Since these pieces of information correspond to products, by using the table 12, a plurality of preferable POP conditions for a specific product can be presented, and the store can select a desired POP condition. The contents of the POP template can be changed for each store, or a certain degree of freedom can be provided. Thereby, the intention of the store manager can be reflected.
[0050]
The character number definition table 13 stores the maximum number of characters corresponding to the type of POP (for example, the category of the product and the size of the POP). An example is shown in FIG. In this example, the limited number of characters of a product name, a product description, and an amount of money is determined according to the category of the product (living goods / food, cosmetics) and the size of the POP (S, M, L). By setting the contents of the POP selection table 12 and / or the number-of-characters definition table 13 at the headquarters, the brand image can be unified while giving the store a certain degree of freedom.
[0051]
The POP database 14 stores the registered POP. The database 14 stores information such as a product category, a cosmetic BR, a product name, a price, a product description, and a POP size for each POP number (POPID). A plurality of POPs can be registered for one product. The components of the POP are (1) product name / price, (2) text (short) (production area, utility, etc.), (3) text (long) (sales copy, etc.), (4) visual (color, photo, POP database stores these data.
[0052]
The recommendation information table 14a stores recommendation information regarding a product and / or POP. For example, POP information (size, content, etc.) recommended for a certain product, POP information recommended according to the location of a store, POP information recommended according to the type of customer, "large in XX area POP is preferred ", information on other stores, information on POP recommended by the headquarters, information on POP recommended according to external factors such as events such as festivals, and the like are stored in advance.
[0053]
The HOME display unit 21 displays a layout of a POP sample and a size sample. This example is shown in FIG. In FIG. 4, “high pitch deep cleansing” at the top and “$ 90,000” at the bottom are the (1) product name and price, and “cleansing” in the second is the (2) text (short). The “stubborn make-up quickly drop” below is the above (3) sentence (long). In FIG. 4, (4) visuals (colors, pictures, illustrations, and the like) are omitted, but a picture of a product, a photograph of a celebrity using the product, an illustration of how to use the product, and the like can be added.
[0054]
As shown in FIG. 5, the master search update processing unit 22 searches the product master database 11 using the category name, unit name, item name, supplier, and cosmetics BR of the product as keys, and outputs the result. Further, the file of the product master database 11 can be updated and / or added.
[0055]
The registration processing unit 23 creates (selects) a POP for each product and registers it. There are (1) single registration and (2) batch registration as registration methods.
(1) Single registration First, a JAN code is input, and an inquiry is made to the database 14. If the corresponding JAN code has already been input, this is displayed, and if not, "No input data" is displayed. If already entered, select a size other than the registered size. If there is no input, the M size is selected by default.
(2) Batch registration This is a menu for importing comments created in the past. A file created in a predetermined format (such as a text format) is read, displayed on the Web, and registered in the database 14 collectively.
[0056]
The correction processing unit 24 calls and displays the product description and the like input from the database 14 using the JAN code as a search key, and corrects the product description, maker name, price, and the like.
[0057]
The deletion processing unit 25 calls and displays the product description and the like input from the database 14 using the JAN code as a search key, and deletes a part or all thereof. A list is displayed when there are multiple registrations for one JAN code (product).
[0058]
The search processing unit 26 can perform (1) JAN search and (2) category search.
(1) Call up and display the product description and the like input from the JAN search database 14 using the JAN code as a search key, and print some or all of them.
(2) Category search Search by category name, unit name, item name, supplier, cosmetics BR. The search is performed by the logical product (AND) of the input conditions. Any record can be printed for the search result.
[0059]
The print processing unit 27 prints the searched and specified record (POP). Printing can be performed by the printer 3 connected to the server, or print information can be sent to a client in the store and printed there.
[0060]
The outsourcing production instructing unit 28 sends the searched and designated record (POP) to a predetermined outsourcing production company, and also sends instructions such as printing, cutting, and delivery.
[0061]
3. Main Operation of POP Production Support Server The main operation of the POP production support server is to produce POPs and store them in the POP database 14. FIG. 6 is a flowchart of the registration processing operation of the POP production support server. Hereinafter, the operation will be described with reference to FIG.
[0062]
S100: In the screen shown in FIG. 9, the user inputs a JAN code and clicks a confirmation button to inquire whether the user has already been registered.
[0063]
S101: If registered (YES), proceed to step S102; if not registered (NO), proceed to step S105.
[0064]
S102: Another POP can be created for a registered product. Specifically, the size of the POP can be changed. If the size has been changed (YES), the process proceeds to steps S103 and S104; otherwise, the process ends. Note that the change of the size is an example, and other elements of the POP, for example, a color or a description of a product may be changed.
[0065]
S103: An unselected size is selected from the prepared sizes (S, M, L).
[0066]
S104: Register the selected POP in the database. In addition to the size, for example, a color and a product description may be registered.
[0067]
S105: If the product is to be registered for the first time, the screen of FIG. 10 is displayed. Here, the POP category and size are selected. After selecting, click the registration button.
[0068]
S106: The product is registered in the database.
[0069]
S107, S108: Then, the screen of FIG. 11 is displayed, and the merchandise name (1) (2), price, and merchandise description (1) (2) are input.
[0070]
S109: If correction is necessary, the steps of S107 and S108 are repeated.
[0071]
S110: When the input is completed, the character number check button is clicked to check the character number. The character number check is performed by referring to the character number definition table 13.
[0072]
S111: If there is no problem, click the preview button to display the preview screen of FIG.
[0073]
S112: To register the displayed content, click the registration button.
[0074]
S113: A new POP is registered in the database.
[0075]
The above operation relates to the registration process, but the same applies to the correction process. In the correction processing, the processing of S107 to S113 in FIG. 6 is performed.
[0076]
According to the present system / method, a POP can be easily arranged corresponding to each store, and its size and content can be selected and changed within a predetermined range.
[0077]
4. Display processing of recommended information of POP production support server
4.1 When creating a POP in the procedure shown in FIG. 6, it is preferable to display recommended information for referring to what size, product description, and the like should be selected. For example, when a certain product is selected, what size is preferable, what description is preferable, examples of descriptions recommended by the headquarters, examples of descriptions used at other stores, etc. are displayed. Good to do. The procedure is shown in FIG.
[0079]
S120: Read a registered POP corresponding to the product, and / or read attribute information / recommended information of the POP.
If there is a registered POP, it is displayed for reference. At the same time / instead of this, the recommended information and / or attribute information (which store is used in the store, whether the reputation is used, and the like) stored in the recommended information table 14a regarding the POP are read.
[0080]
S121: Attribute information and recommended information are displayed for each item in the setting menu.
For example, when selecting a size, "Recommended size is XX" is displayed, or when entering a description, "Description XX is public""Please emphasize that it is from XX""Celebrity Is used, and "It is easy to understand if you explain in the order of utility and price."
[0081]
S122: A menu of selectable POP contents (text / visual) is rearranged in the recommended order and displayed.
For example, in the drop-down menu when selecting the size, the most recommended one is brought to the top.
[0082]
4.2 As mentioned above, in Value Convenience, POP is a substitute for salespeople and appeals to customers for products. Of course, the same products are used if the location of the store or the customer base is different. The content of the appeal changes as well. For example, if the store is located in front of a city station, the appeal should be for salaried workers and OL, and if the store is near a university, the appeal should be for students. FIG. 7B shows a procedure considering such a situation.
[0083]
S130: Identify the store where the POP is to be created. For example, the store is identified by the ID at the time of login.
[0084]
S131: Search for a store whose location conditions are similar to the store.
A table listing stores and their location conditions is prepared in advance, and by searching this table, one or a plurality of stores with similar location conditions are retrieved.
[0085]
S132: Search and display POPs used by similar stores and their attribute information / recommended information.
The POP database 14 is searched to read out the POP data used by the similar store for the product, and to display the attribute information and the recommendation information accompanying the data. Alternatively, the recommended information table 14a is searched.
[0086]
S133: The menu of selectable POP contents (text / visual) is rearranged in the recommended order and displayed.
For example, if sales increase after using a specific appeal content / POP for a product that is a store in front of Tokyo Station, if the Osaka Station store accesses this system to create a POP for the product, the POP of Tokyo is recommended. It is displayed on the screen as No. 1 (the comment "Selling in Tokyo" may also be displayed). At the same time, when the headquarters creates a POP model, the result is fed back (for example, a large POP is more effective).
[0087]
4.3 If the area of the store, especially the product display space, is different, selling the same product will change the appeal. Typically, it is desirable to prepare large and small POPs according to the shelf layout (the area of the shelf is large or small). In stores that sell well, large POPs should be used because the shelves are large). FIG. 8A shows a procedure considering such a situation.
[0088]
S140: Information on the display status of the product (such as the size of the shelf) is received.
Receive information on the space and shelf layout for exhibiting the product from the client on the store side.
[0089]
S141: Search for a store having a similar display situation for the product.
A table listing the products and their display status for each store is prepared in advance, and by searching this table, one or more stores with similar display statuses are searched.
[0090]
S142: Search and display the POP used by the similar store and its attribute information / recommended information.
[0091]
S143: The menu of selectable POP contents (text / visual) is rearranged in the recommended order and displayed.
[0092]
4.4 Depending on the presence or absence of an event such as a festival held around the store, the content of the appeal changes even if the same product is sold. FIG. 8B shows a procedure considering such a situation.
[0093]
S150: Receive event information around the store.
Information on the date and time of the event, such as a festival, its content, scale, crowding, etc. is received from the client on the store side.
[0094]
S151: Search the knowledge base for the product.
In the knowledge base, rules for the effect of an event for each product (for example, sales increase / decrease for each event, sell / cannot sell when there are many crowds, etc.) are stored in advance.
[0095]
S152: Search and display the POP attribute information / recommended information corresponding to the event information.
Advise a suitable POP suitable for an external factor such as an event (festival).
[0096]
S153: A menu of selectable POP contents (text / visual) is rearranged in the recommended order and displayed.
[0097]
According to the present system / method, the POP is unified by storing in advance the design and contents of the POP for unifying the brand image and the restrictions thereof in the POP selection table 12 and / or the character number definition table 13, which is preferable. A POP can be provided. Even in the case where the sales form, the exhibition place, etc. of the product are different for each store, a plurality of POPs can be prepared for the same product by making the size and content of the POP selectable and changeable by the store. . There is no problem even if there is a difference in the number of customers at each store, or if there is a difference in whether or not an event such as a sale is held at each store.
[0098]
Since each store can share information regarding the POP through the present system, each store can refer to a method of a store with good performance, and therefore, an increase in sales at the store can be expected. According to this system, even when a large number of stores are deployed nationwide, not only can the image of each store be unified, but also knowledge sharing can be performed at each store. That is, in the present system, the best or recommended POP can be systematically defined without relying on personal attributes, and the recommended person can be customized by the store person according to the characteristics of the store. It is flexible.
[0099]
Embodiment 2 of the invention
13 and 14 show a system / method according to the second embodiment of the present invention. In the second embodiment of the present invention, the relationship between POP and sales is analyzed, and the analysis can be fed back to contribute to increase in sales.
[0100]
The flowchart of FIG. 13 is the same as that of FIG. In FIG. 13, the processes of S18 to S30 are added.
[0101]
Steps S18 to S21 are for analyzing the relationship between POP and sales and feeding back the result. A sales report is received from each store (S18), and the report is sent to the headquarters in real time (S19), and at the same time, the POP type and sales relationship for each store are counted and analyzed (S20), and the result is sent to each store. give feedback. For example, the store is advised based on the data whether the sales increase (or decrease) depends on the size or the type of POP.
[0102]
S22 and S23 are for presenting a list of POPs. Upon receiving the POP list request, the POP production support server outputs the contents of the POP database 14 in a list format (S23). At this time, as described above, it is possible to output a list of items meeting the predetermined conditions.
[0103]
Steps S24 to S30 are for receiving voting / comments from stores, totaling the voting / comments, and feeding back the results. POPs with high evaluations can be easily known, and an improvement in the POP level of all stores can be expected. Votes and comments are sent for some or all of the POPs in the POP list (S24). This is counted (S25), and the number of votes and comments of each POP are notified (S26, S27). In response to this result, each store produces or selects a POP, and the headquarters issues an instruction regarding the POP (S28). For example, the recommended POP is notified (S29), and the recommended POP is registered in the database (S30).
[0104]
FIG. 14 is a functional block diagram of a server according to Embodiment 2 of the present invention. This figure is similar to FIG. 2, and common reference numerals in these figures indicate the same functions. In FIG. 14, functions indicated by reference numerals 15 to 31 are added.
[0105]
The recommendation information 15 has been added to the POP database 14. The POP registered in the POP database 14 has attribute information (for example, it is desirable to use this POP for a certain product. It is desirable to combine the POP with this product, and the like).
[0106]
The POP-sales analysis database 16 is for storing the analysis result of the POP-sales analysis unit 29 and feeding it back to the head office or the store.
[0107]
The POP-voting / comment database 17 stores the counting result of the voting counting processing unit 30 and notifies the headquarters or the store.
[0108]
The POP-sales analysis unit 29 analyzes the relationship between POP and sales based on sales reports from each store. For example, when a store A uses POP-A and a store B uses POP-B, a difference in sales between the stores A and B is analyzed. In this case, it is desirable to make a correction in order to reduce the influence of the number of customers for each store, the area of the store, and the like, and to evaluate the effect of sales solely on the difference in POP.
[0109]
The voting tally processing unit 30 receives voting from each store, tallies the voting data, and stores the received comments in the database 17.
[0110]
The recommended information adding unit 31 adds recommended information to a preferred POP according to an instruction from the headquarters.
[0111]
The POP effect analysis unit 29a analyzes the effect of POP on sales, and stores the result in the recommendation information table 15. The method of using the recommended information has been described in the embodiment of the present invention. Recommendations can also be monitored in real time at headquarters.
[0112]
The analysis of the POP effect is, for example, as follows.
When there are a plurality of POPs (A-POP and B-POP) for the same product, these sales are compared. If the sales in A-POP> the sales in B-POP, it can be determined that A-POP is preferable. More specifically, it is possible to determine how the content of the POP has affected sales. For example, for a certain product, the effect of text in POP (which sentences and words appeal to customers), the effect of visuals (which visual appeals to customers), and which of price and utility are emphasized ( If it is displayed in large size, sales will increase, or the difference in effect depending on the arrangement of selected sentences (price, utility order or utility, price order. Is copying such as "Celebrity also uses" effective? ), Etc. can be analyzed. For this analysis, it is conceivable to classify the contents of the POP, assign a category code to each, and classify based on this code.
[0113]
The POP is composed of the following components: (1) product name / price, (2) text (short) (production area, utility, etc.), (3) text (long), (4) visual (color, photo, illustration, etc.). However, according to the POP effect analysis unit 29a, it is possible to determine what POP is suitable for a certain product, particularly whether (3) and (4) are appropriate. In other words, it is possible to quantitatively analyze the effect of POP. In the past, sales were different for each salesperson, but it was difficult to analyze what factors caused this (whether the product description was good or the appearance was eye-catching). However, according to POP, the effect can be objectively analyzed.
[0114]
FIG. 15 shows a processing flowchart of the POP effect analysis unit 29a.
S160: Select a product to be analyzed.
S161: The POP of the product is extracted from the POP database 14.
S162: If a plurality of POPs are registered for the product, the process is continued, but if only one POP is registered, the process ends.
S163: Information on the sales of the product for each POP is obtained.
S164: The correlation between the content of the POP and the sales of the product is obtained.
S165: Analyze the effect of the POP content for the product.
[0115]
For example, the following analysis is performed.
POPs are arranged in descending order of sales, and the information is stored in the recommended information table 15.
-Compare the contents of the POP with the highest sales and the POP with the lowest sales. It can be estimated that those that were in the former POP and not in the latter POP were effective. In this way, it is possible to determine effective sentences, effective visuals (including the necessity of visuals), and the effect of appealing price and utility. When the contents are the same, the order is also compared. As a result, it is possible to determine a difference in effect depending on the arrangement of the selected sentences.
-It is preferable to correct sales fluctuations due to store location conditions, the number of customers, and the customer class at the time of analysis.
[0116]
According to the second embodiment of the present invention, it is possible to evaluate a POP, feed it back to each store, and increase the sales of the product.
[0117]
The present invention is not limited to the above embodiments, and various modifications can be made within the scope of the invention described in the claims, which are also included in the scope of the present invention. Needless to say,
[0118]
Further, in this specification, means does not necessarily mean physical means, but also includes a case where the function of each means is realized by software. Further, the function of one unit may be realized by two or more physical units, or the function of two or more units may be realized by one physical unit.
[Brief description of the drawings]
FIG. 1 is a flowchart showing an entire processing procedure in a system according to Embodiment 1 of the present invention;
FIG. 2 is a functional block diagram of a POP production support server according to Embodiment 1 of the present invention.
FIG. 3 shows an example of a rule of a character number definition table according to the embodiment of the present invention.
FIG. 4 shows an example of a HOME screen according to the embodiment of the present invention.
FIG. 5 shows an example of a search processing screen according to the embodiment of the present invention.
FIG. 6 is an operation flowchart of the POP production support server according to the embodiment of the present invention.
FIG. 7 is a processing flowchart of attribute information and recommendation information of the POP production support server according to the embodiment of the present invention.
FIG. 8 is another processing flowchart of attribute information and recommendation information of the POP production support server according to the embodiment of the present invention.
FIG. 9 shows an example of a registration confirmation screen according to the embodiment of the present invention.
FIG. 10 shows an example of a registration confirmation result screen according to the embodiment of the present invention.
FIG. 11 shows an example of a POP registration screen according to the embodiment of the present invention.
FIG. 12 shows an example of a preview screen according to the embodiment of the present invention.
FIG. 13 is a flowchart showing an entire processing procedure in the system according to the second embodiment of the present invention;
FIG. 14 is a functional block diagram of a POP production support server according to Embodiment 2 of the present invention.
FIG. 15 is an operation flowchart of a POP effect analysis unit of the POP production support server according to the second embodiment of the present invention.
[Explanation of symbols]
Reference Signs List 1 Input unit 2 Display unit 3 Printer 11 Product master database 12 POP selection table 13 Character number definition table 14 POP database 14a Recommended information table 15 Recommended information storage unit 16 POP-sales analysis database 17 POP voting / comment database 21 HOME display unit 22 Master Search update processing unit 23 Registration processing unit 24 Correction processing unit 25 Deletion processing unit 26 Search processing unit 27 Print processing unit 28 Outsourcing production instruction unit 29 POP-sales analysis unit 29a POP effect analysis unit 30 Voting tally processing unit 31 Recommended information addition unit

Claims (15)

A product master database, a point-of-purchase advertisement selection table, a character-number definition table, and a point-of-purchase advertisement production support server including a point-of-purchase advertisement database; a store terminal that accesses the server to produce a point-of-purchase advertisement; and A method for producing a point-of-purchase advertisement using a system including a communication line to be connected,
Updating the contents of the product master database;
Producing a point-of-purchase advertisement according to the rules of the point-of-purchase advertisement selection table and the character number definition table for the updated product;
Storing the produced point-of-purchase advertisement in the point-of-purchase advertisement database;
Reading at least a part of the point-of-purchase advertisement stored in the point-of-purchase advertisement database, and modifying the point-of-purchase advertisement read according to the rules of the point-of-purchase advertisement selection table and the character number definition table;
Searching the point-of-purchase advertisement database and reading out a desired point-of-purchase advertisement stored therein;
Printing the retrieved point-of-purchase advertisement. 2. The method according to claim 1, further comprising the step of transmitting an instruction to print the advertisement at the time of purchase to the computer of the advertisement production company. Receiving sales information for each product and / or point-of-purchase advertisement from the store terminal;
Analyzing the sales information to determine the validity of the point-of-purchase advertisement for the product;
2. The method according to claim 1, further comprising the step of notifying the shop terminal of the analysis result regarding the validity of the advertisement at the time of purchase. Receiving voting information for the point-of-purchase advertisement from the store terminal;
Aggregating voting information for the point-of-purchase advertisement;
2. A method according to claim 1, further comprising the step of notifying the store terminal of the tallying result regarding the advertisement at the time of purchase. 2. The method according to claim 1, further comprising the step of adding a recommended display to a part of the point-of-purchase advertisement stored in the point-of-purchase advertisement database. The step of adding the recommended display is a step of identifying a store for which a point-of-purchase advertisement is being created, a step of searching for a store whose customer conditions are similar to the store, and a point-of-purchase advertisement used by a similar store. The method according to claim 5, further comprising the step of searching for and displaying attribute information and / or recommended information. The step of adding the recommended display includes a step of receiving information on a display state of a product including a shelf layout, a step of searching for a store having a similar display state, a point-of-purchase advertisement used by a similar store, and its attribute. The method according to claim 5, further comprising the step of searching for and displaying information and / or recommended information. The step of adding the recommendation display includes a step of receiving event information around the store, a step of searching a knowledge base on the product, a step of purchasing advertisement corresponding to the event information, and its attribute information and / or recommendation information. The method according to claim 5, further comprising a step of searching and displaying. A product master database that stores product information, and a point of purchase that stores part or all of information about the size, definition, content, installation location, visibility, frequency, and outsourcing of the advertisement at the time of purchase corresponding to the product An advertisement selection table, a character number definition table for storing information on the number of characters of the content corresponding to the information of the point-of-purchase advertisement, a point-of-purchase advertisement database storing information of the produced point-of-purchase advertisement, and the product master A registration processing unit for extracting an arbitrary product from the database, producing a point-of-purchase advertisement of the commodity according to the rules of the point-of-purchase advertisement selection table and the character number definition table, and registering the produced point-of-purchase advertisement in the point-of-purchase advertisement database And a point-of-purchase advertisement production support server comprising: A screen for inputting a product name, a price, and / or a product description to be inputted by searching the advertisement selection table at the time of purchase based on the information of the category of the product and the size of the advertisement; Receiving the input of the price and / or product description, checking the number of characters according to the rules of the character number definition table, and then registering the produced point-of-purchase advertisement in the point-of-purchase advertisement database. Item 9. An advertisement production support server according to item 9. In order to store the analysis results of the point-of-purchase advertisement-sales analysis unit for analyzing the relationship between the point-of-purchase advertisement and sales based on the sales report from each store and the point-of-purchase advertisement-sales analysis unit, and to feed back to the head office or store. The point-of-purchase advertisement production support server according to claim 9, further comprising: a point-of-purchase advertisement-sales analysis database. Votes received from each store and counted, and a vote count processing unit that stores the received comments in a database, and stores the count results of the vote count processing unit, and notifies the headquarters or store at the time of purchase. The advertisement production support server at the time of purchase according to claim 9, further comprising an advertisement-voting / comment database. A recommendation information adding unit for adding recommendation information to the preferred point-of-purchase advertisement; and a recommendation information for receiving attribute information from the recommendation information addition unit and adding attribute information to the point-of-purchase advertisement registered in the point-of-purchase advertisement database. 10. The point-of-purchase advertisement production support server according to claim 9, comprising: a storage unit. A point-of-purchase advertisement effect analysis unit that analyzes the relationship between the point-of-purchase advertisement and sales based on the sales report from each store to analyze the effect of the point-of-purchase advertisement; and the point-of-purchase advertisement effect analysis unit attempts to analyze. The point-of-purchase advertisement for the product is extracted from the point-of-purchase advertisement database, and when there are a plurality of extracted point-of-purchase advertisements, information on the sales of the product for each point-of-purchase advertisement is obtained, 10. The point-of-purchase advertisement production support server according to claim 9, wherein the effect of the content of the point-of-purchase advertisement is analyzed for the item by obtaining a correlation between the sales of the item. The point-of-purchase advertisement effect analysis unit compares the contents of the most-purchased point-of-purchase advertisement with the least-purchased point-of-purchase advertisement, and it is effective that the former is the point-of-purchase advertisement and the latter is not the latter. 15. The advertisement production support server according to claim 14, wherein when the content of the advertisement at the time of purchase is the same, the difference in the effect due to the arrangement of the sentences is determined by comparing the order. .

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