JP2007102481A - Marketing system - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To obtain expected research results easily by eliminating complexity, such as preparation for performing marketing research and data totalization after the marketing research. <P>SOLUTION: An individual commodity is pasted by an IC tag for storing commodity information according to a serial number of the commodity or the like in a commodity shipment line 10, customer information and IC tag information are collected when purchasing the commodity, and are stored in a database server of a totalization center 10 from a retail store cash register 13. The customer reads individual information on the commodity by using an IC tag reader of a customer home terminal 14, inputs the satisfaction or the like according to a questionnaire, and sends it to the database server. The totalization center 10 obtains the marketing research results based on answer results of the questionnaire and gives the customer incentives, such as coupons, in response to the input of their answers to the questionnaire. Thus, it is possible to collect taste of commodities the individual customer purchases and the satisfaction of the commodity, hence using them for a commodity sales plan. <P>COPYRIGHT: (C)2007,JPO&INPIT

Description

  The present invention relates to a marketing system, and more particularly, to a marketing system that can easily collect customer satisfaction information and the like of products purchased by a customer.

  In recent years, a technology for recording individual product information on an IC tag, attaching the IC tag to the product itself, and using it for product shipment management, inventory management, and the like has been developed and put into practical use. In particular, IC tags can acquire internal information without contact, the amount of information that can be stored is much larger, and serial numbers can be added to individual products. Technology that can sufficiently withstand practical use has been developed, such as reducing the amount of light and facilitating attachment to products.

  As described above, it is possible to attach an IC tag to each individual product and add information such as the management number and production history of the product. Production and sales management such as inventory management can be performed much more easily. For example, in the case of fresh foods, production and sales management can be performed as follows.

  First, attach an IC tag with an individual number registered in advance at the time of shipment by the product producer, and use the same information as product information. Register in the database. Along with the information registered in such a database, the product is delivered to the store, and information at the store, such as price and delivery date, is registered in the database. Alternatively, when the product is received from the producer to the store, an IC tag with an individual number registered in advance is attached to the product, and at the same time, the producer, production history, price, store information, etc. are registered in the database.

  When a customer purchases a product with an IC tag at a store, the customer must go through the cash register, so simply hold the basket with the product with the IC tag attached to the cash register with a built-in IC tag reader. By reading the information of all products, you can make an accounting instantly.

  As described above, the use of an IC tag has facilitated tracking management of individual products, which has been difficult until now. However, the current use of IC tags does not go beyond the existing inventory management and sales management areas described above, and does not take advantage of the potential.

  On the other hand, as a method of collecting information such as customer satisfaction for each product by conducting market research, information is collected from the user by attaching a postcard to the product itself or by user registration. Or, it is common to use a method such as collecting information from a user using a campaign or the like.

  The above-mentioned method by questionnaire requires complicated operations such as filling in a questionnaire postcard, so it is difficult to obtain sufficient answers as statistical values on a regular basis. In addition, there are problems that cannot be applied, and the method by the campaign will be implemented for a limited time, so the collection of information will be temporary, and the huge cost for implementing the campaign There are problems such as this.

  As described above, conventional market research has problems such as not being able to collect enough information to provide feedback to product sales plans, and increasing the cost of collecting information. .

  As means for solving the problem of such market research, several methods for collecting information using a non-contact IC tag are known.

  For example, Patent Literature 1 and the like describe a technique related to a method of collecting information on a combination of products purchased by a customer using an IC tag at the time of product purchase. However, this conventional method has a problem in that it is difficult to extract information such as customer preferences when a customer purchases a product in multiple times.

  Further, in Patent Document 2 and the like, an IC tag reader is installed in each customer's home so that the IC tag can be read when the customer takes the product home after purchasing the product. A technique relating to a method of collecting information on when the tag reader is used and when it is consumed is described. However, this conventional method can collect information on the products purchased by each customer and the time when the products were consumed. Have the problem of not being able to collect.

  Patent Document 3 and the like describe a technique relating to a method of collecting customer information at the same time when a customer purchases a product, and simultaneously collecting product information from an IC tag attached to the product. However, this conventional method can also collect information on each customer, but it is not possible to collect the impressions and satisfaction that the customer has about the product, which was possible in a questionnaire survey. have.

Furthermore, Patent Document 4 gives an incentive when a customer purchases a combination of products specified in the store where the product is being purchased, and investigates whether or not this promotion has triggered the purchase. Techniques related to the method of collecting are described. However, this conventional method can also collect information on each customer, but it is not possible to collect the impressions and satisfaction that the customer has about the product, which was possible in a questionnaire survey. have.
JP 2004-334367 A JP 2004-227101 A JP 2004-94589 A JP 2003-527665 A

  Each of the conventional techniques described in each of the above-mentioned patent documents has a problem that it is not possible to obtain the same survey results as in the case of a method by questionnaire postcard, user registration, campaign, etc. for each individual product. ing. In addition, since conventional market research is often conducted by one retail store or group of retail companies, it is possible to collect information on customer preferences only for a part of the information of individual customer purchases. Has a point.

  The object of the present invention is to solve the above-mentioned problems of the prior art, and to easily obtain information on the degree of satisfaction with a product equivalent to that obtained by a complicated and expensive questionnaire survey, etc. An object of the present invention is to provide a marketing system that can cover a wider range of customer purchases and collect more accurate information on customer preferences and satisfaction.

  According to the present invention, the object is to provide a product storing an IC tag storing product information that can identify individual products, a customer ID that can identify individual customers, and a database that stores information on the individual products. A marketing system including a server having a customer and a customer home terminal capable of acquiring information on the product by reading information of an IC tag attached to the product purchased from a store, and the customer home terminal and the server are: Connected by a network, the customer home terminal transmits the product information and the customer ID read from the IC tag to the server, and when the server receives the product information and the customer ID, it is stored in the database. A predetermined questionnaire corresponding to the product information transmitted from the customer home terminal is transmitted to the customer home terminal for display; To the serial customer home terminal the database to answer the questionnaire that has been input from, is achieved by registering as survey results for that commodity.

  Further, the object is to store a product with an IC tag affixed with product information capable of identifying individual products, a customer ID capable of identifying individual customers of a plurality of stores, and information on the individual products. And a customer home terminal capable of acquiring information on the product by reading information on an IC tag attached to the product purchased from a store, wherein the customer home terminal and the server are: Connected to the network, the customer home terminal transmits the product information and the customer ID read from the IC tag to the server, and when the server receives the product information and the customer ID, it is stored in the database. A questionnaire that is determined in advance corresponding to the product information transmitted from the customer home terminal is transmitted to the customer home terminal and displayed. The survey responses that have been entered from the customer home terminal in the database, registered as survey results for the product, is achieved by performing data extraction collectively the survey results.

  According to the present invention, after a customer purchases a product, the customer inputs the degree of satisfaction with the product, information that cannot be obtained only by purchase preference, that is, obtained in a conventional complicated and expensive questionnaire survey, etc. Customer information such as customer satisfaction for products can be easily obtained, and incentives such as coupons are provided as a means of prompting customer satisfaction input to collect customer information more reliably. can do.

  In addition, according to the present invention, by collecting information on a plurality of retail stores and retail company groups, it is possible to cover a wider range of customer purchases, and to collect more accurate customer preferences and satisfaction levels. Can be provided.

  Hereinafter, embodiments of a marketing system according to the present invention will be described in detail with reference to the drawings.

  FIG. 1 is a block diagram showing a configuration example of a marketing system according to the first embodiment of the present invention. In FIG. 1, 10 is a product shipment line, 11 is a counting center, 12 is an intranet, 13 is a retail store cash register, 14 is a customer home terminal, and 15 is the Internet.

  As shown in FIG. 1, the marketing system according to the first embodiment of the present invention includes a merchandise shipping line 10 that performs merchandise shipping processing for merchandise producers and manufacturers, and retail stores such as merchants that sell merchandise. The cash register 13 is connected to the product shipping line 10 and the retail store cash register 13 via a network such as an intranet 12, and can be connected to the aggregation center 11 that collects customer information and product information, and the aggregation sweater 11 via a network such as the Internet 15. And a customer home terminal 14.

  The product shipping line 10 has a non-contact IC tag reader (not shown) attached to each product to be shipped with a non-contact IC tag (hereinafter simply referred to as an IC tag) storing product information such as a serial number for each product. Information in the IC tag is read by a terminal device (not shown), and product information indicating that the product has been shipped from the product shipping line 10 is transmitted to the aggregation center 11. The aggregation center 11 stores the received product information in a database server 24 which is provided in the aggregation center 11 and will be described later.

  On the other hand, when the product is sold at the retail store, the retail store cash register 13 reads the product information of the product purchased by the customer from the IC tag attached to the product, and the product information and the customer from the customer registration card or the like. The ID is transmitted to the aggregation center 11. The aggregation center 11 searches for the entry already registered in the database server from the product information received from the retail store cash register 13, and registers that the purchase by the customer having the customer ID is added to the entry as additional information. The exchange of information is performed via a network such as the intranet 12.

  After the customer purchases the product and takes it home, the customer uses the customer home terminal 14 to read the product information of the IC tag attached to the product, and sends the customer ID and information on the result of answering the questionnaire to the Internet 15 etc. The data is transmitted to the aggregation center 11 via the network.

  FIG. 2 is a diagram for explaining the detailed operation of the commodity shipping line 10 and the aggregation center 11, which will be described next. In FIG. 2, 20 and 22 are products, 21 is an IC tag, 23 is an IC tag information receiving unit, 24 is a database server, and the other symbols are the same as those in FIG.

  The product shipping line 10 receives the product 20 received in the product shipping line 10, the IC tag 21 to be attached to the product 20, the product 22 already attached with the IC tag, and the information in the IC tag 21. There is an IC tag information receiving unit 23 of the terminal device that does not. Then, an IC tag 21 on which product information is recorded in the product shipping line 10 is affixed to the product 20 that has arrived on the product shipping line 10. The product 22 to which the IC tag 21 is attached moves on the line and approaches the IC tag information receiving unit 23, and the product information stored in the IC tag 21 is read by the IC tag information receiving unit 23. The product information is transmitted from the terminal device to the aggregation center 11 together with information such as the retail store name and product name of the shipping destination input from the terminal device, the shipping date from the product shipping line 10, and the database of the aggregation center 11. Registered in the server 24. The product 22 to which the IC tag is attached is moved on the line as it is, packed and shipped to a retail store.

  FIG. 3 is a diagram for explaining an example of data registered in the database server 24 before the sale of goods, which will be described next.

  As shown in FIG. 3, the status of the information registered in the database server 24 of the product that has been shipped from the product shipping line 10 and has not yet been sold at the retail store is the IC tag number, the store name, and the product. Only the name and shipping date information is registered. The IC tag number is a number stored in the IC tag, and for the sake of simplicity in the embodiment of the present invention, the IC tag number has no information such as product classification or product name, and is simply an enumeration of numbers. Assumes. The store name represents the store name of the shipping destination of the product, the product name represents the product name of the product to which the IC tag is attached, and the shipping date represents the date shipped from the product shipping line 10.

  FIG. 4 is a diagram for explaining processing in the retail store cash register 13 and the aggregation center 11 when merchandise is sold in the retail store, which will be described next. In FIG. 4, 40 is a customer registration card, 41 is a purchased product, 42 is an IC tag information receiving unit, and the other symbols are the same as those in FIGS.

  At the retail store, the customer presents the customer registration card 40 distributed in advance at the retail store together with the purchased product 41 to be purchased to the retail store cash register 13. The retail store cash register 13 is a terminal having a sales totaling function, a card reading function, an IC tag reading function, a communication function, and the like, reads a customer ID using a customer registration card reading unit (not shown), and the retail store cash register 13 The IC tag information which is product information is read from the IC tag 21 attached to the purchased product 41 by the IC tag information receiving unit 42 installed in the product. These pieces of information are transmitted to the aggregation center 11 together with the sales date information, and are registered in the database server 24 in the aggregation center 11. As a result, it is registered in the database server 24 that the purchased product 41 is sold to a customer having the customer ID stored in the customer registration card 40.

  FIG. 5 is a diagram for explaining an example of data registered in the database server 24 at the time immediately after product sales. Next, this will be described.

  As shown in FIG. 5, the state of the information registered in the product database server 24 immediately after the product is sold at the retail store is compared to the state before the product sale shown in FIG. Information and a customer ID are added.

  FIG. 6 is a diagram for explaining the process of inputting questionnaire information such as satisfaction with the product purchased by the customer after purchasing the product at the customer home terminal 14 and the process at the aggregation center 11 at that time. explain. In FIG. 6, 60 is an information reading unit, 61 is a purchased product, and the other symbols are the same as those in FIGS.

  The customer home terminal 14 may be a PC having a communication function owned by the customer, and the customer home terminal 14 is connected to an information reading unit 60 for the IC tag 21 distributed in advance from a retail store. The customer reads the product information in the IC tag 21 of the product 61 purchased using this, and sends it to the counting center 11 via the network such as the Internet 15 together with the customer ID inputted from the customer home terminal 14 for counting. The data is stored in the database server 24 in the center 11.

  In the above description, the information reading unit 60 of the IC tag 21 has been described as being distributed from a retail store and connected to a customer PC or the like. However, in the present invention, a simple terminal equipped with the information reading unit 60 of the IC tag 21 is retailed in advance. You may distribute from a shop, and you may use what was equipped with the IC tag reading function in the mobile telephone, the personal information terminal (PDA), etc. Although the customer inputs the customer ID from the customer home terminal 14, the customer ID may be stored in the terminal 14 in advance.

  When the database server 24 of the aggregation center 11 searches for an entry with a matching IC tag number from the customer ID transmitted from the customer and the IC tag information of the product 61 and checks the customer ID, the customer ID matches Then, information (screen) for collecting the satisfaction information of the product is transmitted to the customer home terminal 14.

  FIG. 7 is a diagram showing details of a screen for collecting product satisfaction information displayed on the display unit of the customer home terminal 14.

  The customer home terminal 14 has a display device, and information transmitted from the database server 24 in the aggregation center 11 is displayed on the display screen. As shown in FIG. 7, the browsing screen 71 sent from the database server 24 displays the product name, the store name, the product serial number, the customer ID, and the questionnaire information. When this browsing screen 71 is displayed, the customer inputs an answer to each questionnaire. Note that the buttons and keyboard for inputting here are not shown. Then, when the customer transmits the answer after inputting the answer to the questionnaire, the questionnaire information is transmitted from the customer home terminal 14 to the database server 24 in the counting center 11 via the Internet 15, and the corresponding IC tag number entry Registered in

  In the browsing screen 71 shown in FIG. 7, as the contents of the questionnaire, Q1: satisfaction level of the product, as an answer option, 1: satisfied, 2: normal, 3: unsatisfied, Q2: the reason for the answer of Q1, the The answer options are 1: price, 2: quality, 3: quantity, Q3: next purchase availability, and answer options: 1: Yes, purchase at other stores, 3: undecided. . Examples of the display of these questionnaires are merely examples, and are not limited by the present invention. Any questionnaire contents may be used, and the contents of the questionnaire can be appropriately changed according to information to be collected. .

  FIG. 8 is a diagram for explaining an example of data registered in the database server 24 after an answer to a questionnaire is input, which will be described next.

  As shown in FIG. 8, the state of the information registered in the database server 24 after the answer to the questionnaire is input is compared to the state immediately after the product shown in FIG. 5 is sold. Information such as satisfaction, reason for satisfaction, availability of next purchase, etc. is added.

  In the embodiment of the present invention, when a customer inputs an answer to the above-described questionnaire, an incentive such as a coupon or a point is issued for the customer ID, which can be used for credit at the next purchase. The incentive reduction method is disclosed, for example, in Patent Document 4 and the like, and can be realized by using an existing technique. The issuance of a customer registration card from a retail store can also be realized by an existing technology such as a point card, a credit card, an electronic money card, etc., and the description thereof is omitted here.

  According to the embodiment of the present invention, by collecting customer questionnaire information as described above, it is possible to analyze the satisfaction level and customer preference for each store, region, or individual product.

  FIG. 9 is a diagram for explaining an example of a database totaling result after collecting questionnaire information.

  The database tabulation result 90 shown in FIG. 9 is a result of extracting distributions, reasons, stores with high satisfaction and stores with low satisfaction for products with high and low customer satisfaction by region. By using such a tabulation result, it is possible to know which products are popular and highly valued by region, and which products have bad reputations and there is room for improvement of the products.

  Even if the customer does not respond to a part of the survey, it is possible to extract data within the range of responses to the survey, and if there are a sufficient number of customers applying for customer registration cards, It is possible to obtain a questionnaire result sufficient to be established as a questionnaire.

  FIG. 10 is a block diagram showing a configuration example of a marketing system according to the second embodiment of the present invention. In FIG. 10, 100 is an information providing company, 101 to 103 are retail stores A to C, and 104 to 106 are customers of the retail stores A to C. The second embodiment of the present invention shown in FIG. 10 is such that a company providing a service for providing customer information to retail stores collects, manages, and extracts information by contracting with a plurality of retail stores. This is an example.

  The second embodiment of the present invention includes an information providing company 100 that provides services from collection of customer information to management and extraction of customer information as a service, and a plurality of retail stores A101 contracted with the information providing company 100, B102 and C103, and customers 104 to 106 of retail stores A to C. Although not shown in FIG. 10, the information providing company 100 has a function of an aggregation center including the database server described in the first embodiment of the present invention, and each retail store A101 to C103 includes an IC tag information receiving unit. It is assumed that each customer 104 to 106 has a customer home terminal.

  The information providing company 100 contracts with retail stores A101, B102, and C103, and provides collection, management, and extraction of customer information similar to that described in the first embodiment of the present invention as a service. Information provided to each of A101, B102, and C103 is only customer information of retail stores A101, B102, and C103, respectively. This is based on a confidentiality obligation and is based on a contract not to disclose other companies' information.

  On the other hand, if the retail store desires and the consent of the customer of the retail store is obtained, the information of the customer 104 of the retail store A can be provided to the retail stores B102, C103, etc. with the personal name, for example. it can. In this case, the retail store A 101 and the customer 104 of the retail store A are paid an appropriate amount as a consideration for providing information, and the retail stores B 102 and C 103 receiving the information provision, the customer 105 of the retail store B, and the retail store C On the contrary, the customer 106 can be charged an appropriate amount as an information provision fee.

  Further, the information providing company 100 can obtain comprehensive information that cannot be obtained by one retail store by collecting information by contracting with a plurality of retail stores. For example, the customer 104 of the retail store A may not always purchase the product only at the retail store A101, but may purchase the product at the retail store B102 or C103 depending on the product or depending on the day of the week. . Therefore, if a customer registration card is issued in common at a plurality of retail stores (three in the example shown in FIG. 10), only one customer ID can be given to one customer, and which retail customer the customer has. You can see what products are purchased from the store. In addition, if all of the large retail stores in the region are covered, it is possible to grasp the purchase patterns of daily life items of individual customers. Traditionally, customer information was managed by issuing a dedicated card for each retail store, so it was difficult to grasp such comprehensive information, and therefore it was difficult to plan and predict product sales plans. As in the second embodiment of the present invention, the customer information of a plurality of retail stores with which the information providing company 100 that mediates can confront each other, so that the customer's preference can be grasped more accurately. By making full use of information, it is easy to make a product sales plan and predict the degree of success.

It is a block diagram which shows the structural example of the marketing system by the 1st Embodiment of this invention. It is a figure explaining the detailed operation | movement with a goods shipping line and a totaling center. It is a figure explaining the example of the data registered into a database server before the goods sale. It is a figure explaining the process in a retail store cash register and a totaling center when goods are sold in a retail store. It is a figure explaining the example of the data registered into a database server at the time immediately after goods sales. It is a figure explaining the process which inputs the questionnaire information, such as the satisfaction with respect to the goods which the customer purchased after purchasing the goods, at the customer home terminal and the process at the aggregation center at that time. It is a figure which shows the detail of the screen for collecting the satisfaction information etc. of the goods displayed on the display part of a customer home terminal. It is a figure explaining the example of the data registered into the database server after the reply with respect to a questionnaire is input. It is a figure explaining the example of the database total result after collecting questionnaire information. It is a block diagram which shows the structural example of the marketing system by the 2nd Embodiment of this invention.

Explanation of symbols

10 Product Shipping Line 11 Aggregation Center 12 Intranet 13 Retail Store Cash Register 14 Customer Home Terminal 15 Internet 20, 22 Product 21 IC Tag 23, 42 IC Tag Information Receiving Unit 24 Database Server 40 Customer Registration Card 41 Purchased Product 60 Information Reading Unit 61 Purchase Product 100 Information provider 101-103 Retail store A-C
104-106 Customers in retail stores A-C

Claims (3)

A product with an IC tag that stores product information that can identify individual products, a server that stores a customer ID that can identify individual customers, and a database that stores information about the individual products, and the product purchased from a store It is a marketing system consisting of a customer home terminal that can acquire information on a product by reading information on an IC tag attached to the product,
The customer home terminal and the server are connected by a network, and the customer home terminal transmits the product information and the customer ID read from the IC tag to the server, and the server includes the product information and the customer ID. Is received from the customer home terminal, and a predetermined questionnaire corresponding to the product information transmitted from the customer home terminal stored in the database is transmitted to the customer home terminal for display, and input from the customer home terminal. A marketing system characterized by registering an answer to a questionnaire as a questionnaire result for the product in the database.   The marketing system according to claim 1, wherein a predetermined incentive is given to a customer having a customer ID who answered the questionnaire. A server having an IC tag that stores product information that can identify individual products, a customer ID that can identify individual customers of a plurality of stores, and a database that stores information on the individual products, and a store A marketing system comprising a customer home terminal capable of acquiring information on a product by reading information on an IC tag attached to the product purchased from
The customer home terminal and the server are connected by a network, and the customer home terminal transmits the product information and the customer ID read from the IC tag to the server, and the server includes the product information and the customer ID. Is received from the customer home terminal, and a predetermined questionnaire corresponding to the product information transmitted from the customer home terminal stored in the database is transmitted to the customer home terminal for display, and input from the customer home terminal. A marketing system characterized in that responses to the questionnaires are registered in the database as questionnaire results for the product, and the questionnaire results are collected to extract data.

Images