JP2020027495A - Sales support system and sales support method - Google Patents

Abstract

To provide a sales support system and a sales support method that can support a retail store in store operation and a manufacturer or the like in establishing a sales promotion policy, through optimization of sales channels and tools in the retail store, personnel training, and the like.SOLUTION: A sales support system 100 includes a storage device that stores information on content use by a staff of a retail store and information on customer behavior in the retail store, and a computing device that reads the information on the content use and the information on the customer behavior from the storage device, causes a predetermined analysis engine to execute a correlation analysis between the content use history or use result indicated by the information on the content use and the customer behavior indicated by the customer behavior information, estimates an influence degree of the content use history or use result on the customer behavior, and notifies a predetermined terminal of the information on the influence degree.SELECTED DRAWING: Figure 2

Description

  The present invention relates to a sales support system and a sales support method, and more specifically, through optimization of sales channels and tools in a retail store, personnel training, and the like, a store operation in the retail store and a sales promotion policy of a manufacturer or the like. It relates to technologies that can support the formulation.

  Due to the decline in young people, labor shortages have become a norm in many industries. In the retail industry in particular, there is a strong tendency to secure the main labor force through part-time or part-time employment, and the situation is susceptible to the effects of labor shortages.

  Such retailers need to ensure that each of the limited store staff that they have secured attains the appropriate service quality and improve sales efficiency. As a part of such measures, there is a method in which store staff training on customer service and product display is performed by viewing electronic contents such as moving images.

  Such technologies include, for example, corporate user terminals provided on the education side of a company, educational material provider terminals provided on the educational material provider side which is the subject of educational material planning, and website creation and print bookbinding entities. Each of the terminals of the educational material creator provided on the educational material creator side is connected to the Internet, and the terminal of the educational material creator transmits the number of the education course and the number of persons to be educated transmitted by the terminal of the corporate user. Receive the specified e-mail, select the teaching material data based on the received information from the educational course prepared by the teaching material provider side, or create new teaching material data, the terminal of the teaching material provider is Receiving the teaching material data via the Internet, distributing the teaching material data to the terminal of the corporate user via the Internet, and providing the teaching material data. Means for transmitting billing information in the form of e-mail corresponding to the required service amount to the terminal of the corporate user via the Internet, wherein the terminal of the corporate user is provided with an educational course and an educational target required for the corporate user. An employee education support system comprising means for determining the number of employees and transmitting an e-mail specifying the number of the education course and the number of employees to be educated to the terminal of the educational material provider via the Internet (see Patent Document 1) ) Has been proposed.

  Yet another method for performing an incentive-based training program on a number of trainees via a communication network, wherein testing one of the trainees via a communication network. The test includes a number of questions, awarding test participants a test reward point when a predetermined percentage of questions are correct, and redeeming the participants via a communication network Providing a listing, wherein the redemption listing includes at least one redemption item having a corresponding reward point, and wherein the participant submits a request for the redemption via the communication network. A method of selecting the at least one redemption item (see Patent Document 2). .

JP 2002-41674 A JP-A-2004-133490

  However, the conventional technology focuses solely on improving the skills of the trainees (store staff at retail stores), such as retail stores, wholesalers who sell products there, and manufacturers who sell products there. No technology has been proposed that can specifically take measures for stakeholders throughout the supply chain.

  In other words, the perspective of how to utilize limited personnel and various resources in the current situation of shortage of human resources for store operation and sales promotion, customer service tools to be used by such personnel, product display information and retail store interior At present, there is no technology that makes proposals from the viewpoint of how to select a sales channel in Japan.

  Therefore, an object of the present invention is to provide a technology that enables the retail store to support the management of the store and the formulation of a sales promotion policy by the manufacturer through optimization of sales channels and tools in the retail store, personnel training, and the like. .

  A sales support system according to the present invention that solves the above-mentioned problems includes a storage device that stores information on content usage by staff of a retail store and information on customer behavior at the retail store, and information on the content usage and the customer behavior. From the storage device, and performs a correlation analysis between a usage history or usage result of the content indicated by the information on the content usage and the customer behavior indicated by the customer behavior information by a predetermined analysis engine, A computing device for estimating the degree of influence of the use history or use result of the content on the customer behavior, and notifying the predetermined terminal of the information on the degree of influence.

  Further, in the sales support system according to the present invention, the arithmetic unit performs the correlation analysis by the analysis engine, and the information on the use of the predetermined content related to the sale of the predetermined product as the degree of influence indicates the content by the staff. And / or the extent to which the staff has attained the specified content in the content is estimated to have a positive effect on the customer behavior. Depending on the degree of the impact, the retail store The information of the sales channel to be adopted for the sale of the product in the above may specify the specific gravity of the display and the reception by the staff by a predetermined rule, and notify the information of the sales channel to a predetermined terminal. .

  Further, in the sales support system according to the present invention, based on the specific gravity indicated by the information of the sales channel, the calculation device is configured to perform, for a product whose specific gravity of a customer is equal to or more than a predetermined standard, a staff member in charge of the product at the retail store. Among the number ratios, the information indicating that the ratio of the number of staff in charge of the product in question is larger than that of other products is notified to a predetermined terminal, and for products whose specific gravity of display is equal to or more than a predetermined standard, the product at the retail store It may be configured to notify a predetermined terminal of suggestion information for reducing the ratio of the number of staff members in charge of the product to the ratio of the number of staff members in charge among other products.

  Further, in the sales support system according to the present invention, the arithmetic unit performs the correlation analysis by the analysis engine, and the information on the use of the predetermined content related to the sale of the predetermined product as the degree of influence indicates the content by the staff. And / or the extent to which the staff has attained the specified content in the content is estimated to have a positive effect on the customer behavior. Depending on the degree of the impact, the retail store It may be configured to notify a predetermined terminal of information indicating that any one of staff increase, decrease, and restraint of staff should be performed.

  Further, in the sales support system according to the present invention, the arithmetic device, when performing the correlation analysis by the analysis engine, indicates the use of the content by the staff having a predetermined attribute, which is indicated by the information regarding the use of the predetermined content related to the sale of a predetermined product. A correlation analysis is performed between at least one of the degree and the degree to which the staff of the predetermined attribute has achieved the specified content in the content, and the customer behavior relating to the product, and a predetermined analysis of the content related to the sale of the product is performed. The degree of use or achievement of the attribute by the staff estimates the degree of influence on the customer behavior, and the degree of influence indicates the degree of use of the content by the staff of the attribute or the degree of achievement by the customer. Demonstrates a positive effect on behavior , Information indicating to apply the attributes as staff employed criterion in the retail store, and notifies a predetermined terminal may be.

  Further, in the sales support system according to the present invention, the computing device may determine whether the degree of influence depends on a degree of use of the content related to the sale of the product at the retail store or the achieved degree. If it indicates that it has a positive effect, the information indicating that the input of the promotional resources to the retail store should be increased or maintained, the terminal of the business operator that delivers the product to the retail store or the terminal of the retail store To indicate that the degree of impact does not have a positive effect on customer behavior at the retail store depending on the degree of use or achievement of the content related to the sale of the product at the retail store. For example, information indicating that the introduction of the promotional resources to the retail store should be reduced is notified to a terminal of a business operator that delivers the product to the retail store or a terminal of the retail store. Those may be.

  In the sales support system according to the present invention, the storage device may store at least one of a sales situation at the retail store and customer satisfaction as the customer behavior information.

  Further, in the sales support system according to the present invention, the arithmetic unit acquires observation data from an in-store sensor of the retail store from a predetermined system that holds the observation data, and analyzes the observation data with a predetermined analysis engine. At the display location of each product at the retail store, count the frequency of the customer staying, the time, and at least one of the items of the opportunity to pick up the product, count the value counted here By storing the information in the storage device as information of the customer behavior and analyzing the observation data with the analysis engine, the frequency at which staff members serve customers at the display location of each product in the retail store And / or time, and counts the counted value as the content of the customer service content. Which is information relating to use, about utilized by the staff, or, a process of storing the designated contents of the content to the storage device as the degree to which staff achieved, information may be one in which to run.

  In addition, the sales support method of the present invention is an information processing system including a storage device that stores information on use of contents by staff of a retail store and information on customer behavior at the retail store. The information of the customer behavior is read from the storage device, and a correlation analysis between the use history or the use result of the content indicated by the information on the use of the content and the customer behavior indicated by the information of the customer behavior is executed by a predetermined analysis engine. And estimating the degree of influence of the use history or use result of the content on the customer behavior, and notifying the predetermined terminal of the information on the degree of influence.

  Further, in the sales support method according to the present invention, the information processing system may be configured such that, when the correlation analysis is performed by the analysis engine, the staff indicates, as the degree of influence, information on the content use of predetermined content related to sales of a predetermined product. Estimating the extent to which the customer behavior is positively affected by at least one of the extent to which the content is used and / or the extent to which the staff has specified the content in the content, and, depending on the degree of the impact, the retailer As information of a sales channel to be adopted for selling the product in a store, a specific gravity of a display and a customer service by a staff may be specified by a predetermined rule, and the information of the sales channel may be notified to a predetermined terminal.

  Further, in the sales support method according to the present invention, the information processing system is in charge of, among the products in the retail store, a product having a specific gravity of the customer being equal to or more than a predetermined standard based on the specific gravity indicated by the information of the sales channel. Of the staff ratio, the suggestion information for increasing the ratio of the number of staff in charge of the product to that of other products is notified to a predetermined terminal, and for products whose display specific gravity is equal to or higher than a predetermined standard, the retail store The information indicating that the ratio of the number of staff members in charge of the product to the ratio of the number of staff members in charge among the products is smaller than that of other products may be notified to a predetermined terminal.

  Further, in the sales support method according to the present invention, the information processing system may be configured such that, when the correlation analysis is performed by the analysis engine, the staff indicates, as the degree of influence, information on the content use of predetermined content related to sales of a predetermined product. Estimating the extent to which the customer behavior is positively affected by at least one of the extent to which the content is used and / or the extent to which the staff has specified the content in the content, and, depending on the degree of the impact, the retailer Information indicating that any one of staff increase, decrease, and restraint of staff at the store should be performed may be notified to a predetermined terminal.

  Further, in the sales support method according to the present invention, the information processing system, upon the correlation analysis by the analysis engine, indicates the information on the use of the predetermined content related to the sale of the predetermined product by the staff having a predetermined attribute. The degree of use, or at least one of the degree of the specified attribute of the staff achieved the specified content, and a correlation analysis of the customer behavior related to the product, the content of the content related to the sale of the product, The use degree or the achieved degree of the predetermined attribute by the staff estimates the degree of influence on the customer behavior, and the influence degree is determined by the use degree of the content by the attribute staff or the achieved degree. A positive effect on customer behavior Lever, the information indicating to apply the attributes as staff employed criterion in the retail store, and notifies the predetermined terminal may be.

  Further, in the sales support method according to the present invention, the information processing system may be configured such that the degree of influence is determined based on a use degree of the content related to the sale of the product at the retail store or the achieved degree. If it indicates that it has a positive effect on the retail store, the information indicating that the input of promotional resources to the retail store should be increased or maintained should be sent to the terminal of the business operator or the retail store that delivers the product to the retail store. Notify the terminal, indicating that the impact does not have a positive effect on customer behavior at the retail store, depending on the degree of use or achieved of the content related to the sale of the product at the retail store If so, information indicating that the introduction of sales promotion resources to the retail store should be reduced is passed to the terminal of the business operator that delivers the product to the retail store or the terminal of the retail store. It may be.

  In the sales support method according to the present invention, the information processing system may store at least one of a sales situation at the retail store and a customer satisfaction level as the customer behavior information in the storage device.

  Further, in the sales support method according to the present invention, the information processing system obtains observation data by an in-store sensor of the retail store from a predetermined system that holds the observation data, and analyzes the observation data with a predetermined analysis engine. By counting, at the display place of each product at the retail store, at least one of items of frequency, time, and whether or not there is an opportunity to pick up the product, the customer stayed, the value counted here By storing in the storage device as information on the customer behavior, and analyzing the observation data with the analysis engine, the staff attended the customer at the display place of each product in the retail store. Count for at least one item of frequency and / or time, and count the counted value in the content of customer service content. Tsu is the information related to the use, the order of use by the staff, or, a process of storing the designated contents of the content to the storage device as the degree to which staff achieved, information may be to run.

  ADVANTAGE OF THE INVENTION According to this invention, through the optimization of the sales channel and tools in a retail store, the personnel training, etc., it becomes possible to support the store operation in the retail store and the formulation of a sales promotion policy of a manufacturer or the like.

FIG. 1 is a network configuration diagram including a sales support system according to an embodiment. It is a figure showing the example of hardware constitutions of the sales support system in this embodiment. FIG. 3 is a diagram illustrating a data configuration example of a content table according to the embodiment. FIG. 3 is a diagram illustrating a data configuration example of a staff information table according to the embodiment. FIG. 4 is a diagram illustrating a data configuration example of a performance information table according to the embodiment. It is a figure showing the example of data composition of the store information table of this embodiment. It is a figure showing the example of the flow of the prior processing in this embodiment. It is a figure showing example 1 of a flow of the sales support method in this embodiment. It is a figure which shows the example 2 of a flow of the sales support method in this embodiment. It is a figure which shows the example 3 of a flow of the sales support method in this embodiment. It is a figure which shows the example 4 of a flow of the sales support method in this embodiment. It is a figure which shows the flow example 5 of the sales support method in this embodiment. It is a figure showing example 1 of a screen in this embodiment. It is a figure showing example 2 of a screen in this embodiment. It is a figure showing example 3 of a screen in this embodiment. It is a figure showing example 4 of a screen in this embodiment. It is a figure showing example 5 of a screen in this embodiment. It is a figure showing example 6 of a screen in this embodiment. It is a figure showing example 7 of a screen in this embodiment. It is a figure showing example 8 of a screen in this embodiment.

--- Network configuration ---

  Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings. FIG. 1 is a network configuration diagram including a sales support system 100 of the present embodiment. The sales support system 100 shown in FIG. 1 is a computer system that enables the retail store to support the management of the store and the formulation of a sales promotion policy by the manufacturer through optimization of sales channels and tools in the retail store, personnel training, and the like. .

  Unlike the prior art, the sales support system 100 of the present embodiment does not focus only on improving the skills of store staff in a retail store, but also on measures in retail stores and even manufacturers and intermediaries who wholesale products there. The system enables concrete proposals. Specifically, it is a system that proposes from the viewpoint of how to utilize limited personnel and various resources in the current situation of shortage of human resources for store operation and sales promotion.

  Such a sales support system 100 is connected to a terminal of each retail store, that is, a retail store terminal 200, a terminal of a store staff of each retail store, that is, a staff terminal 300, and a product to each retail store via an appropriate network 10 such as the Internet. It is communicably connected to a maker system 400 of a maker that wholesales.

  Among them, the retail store terminal 200 can acquire the photographing data from the camera system 250 provided in the store at the installation location, and can distribute it to the sales support system 100. Further, it is assumed that the camera system 250 obtains photographing data of the inside of the store by the in-store camera 255 which is a kind of the in-store sensor, and distributes the data to the retail store terminal 200. The type of photographing data may be any type as long as it can be processed by the image analysis engine 111 described later, and may be either a still image or a moving image.

  In the present embodiment, as described above, the in-store camera 255 provided in the camera system 250 is assumed and described as one type of the in-store sensor, but the present invention is not limited to this. As the in-store sensor, for example, various measurement devices for observing phenomena such as an infrared sensor, an ultrasonic sensor, and a thermography unit capable of observing a living body traversing the measurement target and the number thereof can be appropriately used. Of course, when a sensor other than the imaging means such as a camera is applied, an analysis engine corresponding to the output value of the sensor is employed instead of the image analysis engine 111 described above.

  Further, the sales support system 100 of the present embodiment may be integrated with the retail store terminal 200, and the retail store terminal 200 itself may implement the same function as the sales support system 100.

  In the network configuration described above, the staff terminal 300 is a terminal carried by each store staff, or a terminal provided in a store or a back office, and specifically, a tablet terminal, a smartphone, a notebook PC, or the like can be assumed. The store staffs use the staff terminal 300 to browse the contents and utilize the contents for executing the assigned work.

  The content browsed by the store staff on the staff terminal 300 can be assumed to be distributed by the sales support system 100. It is also assumed that the sales support system 100 acquires the content from, for example, the maker system 400 and holds the content in a predetermined area of the storage device 101. Alternatively, the above-mentioned contents may be separately obtained and stored in the storage device 101 by the persons in charge.

  The contents include training videos related to various tasks performed by staff, such as display, customer service, POP creation, make-up, effects, characteristics, etc., of products sold at retail stores, or specific tasks to be achieved. An image that describes the results can be assumed.

In addition, the image explaining the "specific business result to be achieved" is, for example, a display form of a product to be formed on a product shelf at a sales floor, an actual image of a completed form of the display form, or the like. Suppose. Therefore, the store staff can understand, with a specific image, what kind of display form should be completed on the merchandise shelf of the sales department in charge by browsing this content.
−−− Hardware configuration −−−

  The hardware configuration of the sales support system 100 according to the present embodiment is as shown in FIG. The sales support system 100 is stored in a storage device 101 including an appropriate nonvolatile storage element such as an SSD (Solid State Drive) or a hard disk drive, a memory 103 including a volatile storage element such as a RAM, and a storage device 101. The program 102 is read into the memory 103 and executed to execute overall control of the apparatus itself, and to perform various determinations, calculations and control processing. And a communication device 105 that performs communication processing with another device such as the maker system 400.

  Although not shown in the present embodiment, an input device that receives a key input or a voice input from a user, and an output device such as a display that displays processing data may be further provided as necessary.

Further, in the storage device 101, in addition to the program 102 for implementing the functions required as the sales support system 100 of the present embodiment, a content information table 125, a staff information table 126, a performance information table 127, and a store At least an information table 128 is stored. However, details of these tables will be described later.
The above-mentioned program 102 includes a correlation analysis engine 110 and an image analysis engine 111.

  The correlation analysis engine 110 uses the staff information table 126 (information on content use) and the performance information table 127 (customer behavior information) described above to determine the use history or use result of the content indicated by the staff information table 126, This is an algorithm for executing a correlation analysis with the customer behavior indicated by the performance information table 127. As the correlation analysis engine 110 itself, an existing correlation analysis engine may be appropriately used.

  Further, the image analysis engine 111 analyzes the store information table 128 (photographing data of each sales floor as an object by the in-store camera 255 of the retail store), and the frequency at which the customer stays at the display place of each product in the retail store. , Time, and whether there is an opportunity to pick up the product.

  The image analysis engine 111 may appropriately employ a general image analysis engine. The image analysis engine 111 identifies the store staff at the sales floor as, for example, a person image wearing a “uniform having a specific shape in a (pre-registered) predetermined color”, and other person images of the customer. Is determined. Further, the fact that the tip portion of the "arm" in the customer's person image is in contact with the image of the "object having a (pre-registered) predetermined shape and color" indicates that "the customer has picked up the product." Opportunities are determined.

The image analysis engine 111 executes such processing for the photographing data to be analyzed for each predetermined unit time of the photographing time length, and determines the number of specified store staff and customers, the number of times the customer picked up the product. , Count.
−−− Data structure example −−−

  Next, tables used by the sales support system 100 of the present embodiment will be described. FIG. 3 shows an example of the content information table 125 in the present embodiment.

  The content information table 125 of the present embodiment is used for training store staff or for explaining specific business results to be achieved, which is distributed from the maker system 400 to the staff terminal 300 via the sales support system 100. It is a table that stores content information.

  The data structure includes, for example, using a content ID that uniquely identifies the content as a key, identification information of a target product for which the content is to be trained or explained, a purpose of the content, a storage destination of the content, and a distribution destination. It is a collection of records consisting of the data.

  FIG. 4 shows an example of the staff information table 126 in the present embodiment. The staff information table 126 according to the present embodiment is a table that stores information on store staff at a retail store.

  The data structure uses the staff ID that uniquely identifies the store staff as a key, the identification information of the store to which the staff belongs, the attributes of the staff (eg, years of service, gender, age group, etc.), the sales floor in charge (eg, cosmetics). , A medicine, a beauty (1), a beauty (2), etc.), a viewing history of the above-mentioned contents, and a degree of achievement.

Among the information in the staff information table 126, information other than the content viewing history is assumed to be appropriately uploaded from, for example, the retail store terminal 200 provided in the store to which the staff belongs.
On the other hand, the information of the content viewing history assumes a form in which the sales support system 100 acquires the history of the content viewing at the staff terminal 300.

  Note that the information on the degree of achievement is composed of two items: administrator evaluation and image analysis result. Among them, the value of the manager evaluation is a value obtained by evaluating the degree to which the store staff who browsed the content performed the operation according to the instruction content, that is, the achievement level, with respect to the content specified by the content. .

  The information of the manager evaluation can be assumed to be, for example, information that the manager of the store to which the store staff belongs operates, inputs and operates the retail store terminal 200, and transmits the information to the sales support system 100. In this case, the manager observes the business result of the store staff at the retail store, and inputs the personal identification obtained by the observation at the retail store terminal 200 by designating, for example, the number of stars. As the definition of the number of stars, for example, when the instruction of the content can be achieved only at the low level, at least one of them can be achieved at the standard level. Assume the best three that can be achieved with

  For example, if the store staff “0001” who browsed the content “1234567” instructing “display” has achieved the display mode indicated by the content at a high level, the manager of the retail store will The terminal 200 performs an input operation for designating three stars.

  On the other hand, the value of the image analysis result in the information on the achievement level is based on the image of the sales support system 100 based on the result of the analysis of the data taken by the in-store camera 255 as to how the store staff is serving customers at the sales floor in charge. This is the one specified by the analysis engine 111. Here, the values of the customer service frequency and the customer service time are shown as specific examples. Each value is an average value or the latest value for the store staff. Naturally, such values can be expected to improve when the store staff browses the content.

  Next, FIG. 5 shows an example of the performance information table 127 in the present embodiment. The performance information table 127 in the present embodiment is a table that stores information on changes in sales and customer satisfaction at each retail store.

The data structure is a collection of records including data such as a target period such as sales, a target product, a change in the sales, and a change in customer satisfaction in the store using the identification information of the store as a key. It is assumed that such information is uploaded from the retail store terminal 200.
The values of the change in sales and the change in customer satisfaction can be assumed to be, for example, a change rate from the value in the latest period or a change rate from the value in the same period of the previous year.

  Next, FIG. 6 is a diagram illustrating a data configuration example of the store information table 128 according to the present embodiment. The store information table 128 according to the present embodiment is a table that stores the location area and the number of staff of each retail store, data captured by the in-store camera 255, and the like.

The data structure is such that, using the store ID, which is the identification information of the retail store, as a key, the area where the retail store is located, the sales floors constituting the retail store, the main sales method (customer or display), the number of staff in charge at each sales floor, It is an aggregate of records including data such as data captured by the camera 255, an analysis result of the captured data, and the total number of staff at the retail store.
It is assumed that the information other than the analysis result of the photographing data is uploaded from the retail store terminal 200.
−−− Preliminary processing (acquisition and processing of imaging data) −−−

  Hereinafter, the actual procedure of the sales support method in the present embodiment will be described with reference to the drawings. Various operations corresponding to the sales support method described below are realized by a program that the sales support system 100 reads out to a memory or the like and executes. This program is composed of codes for performing various operations described below.

  First, the pre-processing required before the execution of the sales support method will be described based on the flow of FIG. As a premise, it is assumed that the in-store camera 255 in each retail store captures in-store video and distributes the captured data to the camera system 250. Further, it is assumed that the camera system 250 distributes photographing data obtained from the in-store camera 255 to the retail store terminal 200 at regular intervals, for example.

  Here, the sales support system 100 acquires the photographing data of the in-store camera 255 of each retail store from the camera system 250 via the retail store terminal 200 of the retail store, and stores it in a predetermined area of the storage device 101 ( s10). Note that, in addition to the case where the photographing data is stored in the storage device 101, the in-store camera 255 or the camera system 250 includes an analysis function (including the image analysis engine 111) similarly to the sales support system 100. Analysis processing may be performed. In this case, the sales support system 100 acquires the analysis result by the in-store camera 255 or the camera system 250, and performs the subsequent processing.

  Further, the sales support system 100 sets the information on the storage location of the photographing data obtained in s10 in the “photographing data” column of the record of the store in the store information table 128 (s11).

  Subsequently, the sales support system 100 reads the above-mentioned photographing data from the storage location indicated by the photographing data column of the store information table 128 to the memory 103, and provides this to the image analysis engine 111 as input (s12).

  The image analysis engine 111 of the sales support system 100 analyzes the input photographing data, and at the display place of each product at the retail store, the frequency and time at which the customer stays, and the time of the opportunity to pick up the product. The presence or absence is determined, and this is stored as an analysis result file in a predetermined area of the storage device 101 (s13). At this time, the sales support system 100 sets the information on the storage location of the analysis result in the “analysis result” column of the store information table 128.

  As a specific analysis concept in the above-described image analysis engine 111, for example, in shooting data, a pixel group forming an image is extracted for each color, and the shape and color feature amount of the pixel group are determined when wearing uniform. It can be assumed that the pixel group is identified as a store staff image when the similarity is equal to or more than a predetermined threshold value by comparing with the feature amount of the store staff image. The same concept applies to the specification of an image of each part of a human body such as an arm, a hand, and a face, or an image of each product sold at a retail store.

  By performing the above-described analysis, the image analysis engine 111 provides the store staff at the sales floor of the retail store, for example, a person image wearing a “(pre-registered) uniform having a specific shape in a predetermined color”. And the other person images are determined to be those of the customer.

  Further, the fact that the tip part of the “arm” in the customer's person image is in contact with “an object having a (pre-registered) predetermined shape and color”, that is, an image of a predetermined product, indicates that the customer Was taken as an opportunity.

  The image analysis engine 111 executes such processing for the photographing data to be analyzed for each predetermined unit time of the photographing time length, and determines the number of specified store staff and customers, the number of times the customer picked up the product. , Count.

In addition, the image analysis engine 111 of the sales support system 100 calculates the frequency and time at which the store staff attends to the customer at the display place of each product in the retail store in association with the above-described count processing, and calculates this calculation. The value is stored in the "image analysis result" column in the achievement level column of the staff information table 126 (s14), and the process ends.
--- Flow example 1 (Proposal for inputting sales promotion resources) ---

  Next, a description will be given of an embodiment in which a manufacturer of a product is advised on a policy for introducing a promotion resource. FIG. 8 is a diagram illustrating a flow example 1 of the sales support method according to the present embodiment.

  The term “promotion resources” used herein includes not only human and fund resources, sales media (catalogs, various kinds of notices, etc.) but also products themselves. The significance of including a product in the concept of a promotional resource is, for example, considering the effect of the use of content by store staff on customer behavior at the retail store, `` If this store or area is good at serving customers, Assuming a strategy such as "Let's focus on selling products", the introduction of products that will "sell" can be regarded as sales promotion activities and tools.

  Here, the sales support system 100 reads the staff information table 126 and the performance information table 127 from the storage device 101 to the memory 103, and in the staff information table 126, the content viewing history and the degree of achievement of the content related to the predetermined product at the predetermined retail store in the staff information table 126. (The target product, purpose, delivery destination, etc. can be specified in the content information table 125 based on the content ID indicating the corresponding information in the staff information table 126. The same applies to the following). A correlation analysis is performed by the correlation analysis engine 110 with information on a change in sales and a change in customer satisfaction regarding the product at the store. With low sales and customer satisfaction To estimate the degree of influence in either (s20).

  Subsequently, as a result of the above estimation, the sales support system 100 favorably influences at least one of the sales situation and the customer satisfaction at the retail store by viewing the content related to the product at the retail store. Is given (s21: y), the information (screen g1 in FIG. 13) indicating that the introduction of the promotional resources to the retail store and the area where the retail store is located should be increased or maintained is displayed. Is notified to the maker system 400 (s22).

On the other hand, if the above-mentioned degree of influence indicates that viewing the content related to the sale of the product at the retail store does not have a positive effect on either the sales situation at the retail store or the customer satisfaction ( s21: n), the sales support system 100 notifies the maker system 400 of the maker of the corresponding product of information (screen g2 in FIG. 14) indicating that the introduction of the promotion resources to the retail store and the area where the retail store is located should be reduced. Then (s23), the process ends.
--- Flow example 2 (Proposal for sales channel) ---
FIG. 9 is a diagram illustrating a flow example 2 of the sales support method according to the present embodiment. Here, a process for making a proposal regarding control of a sales channel will be described.

  In this case, in the correlation analysis by the correlation analysis engine 110, the sales support system 100 determines, as the estimated degree of influence, the content viewing history of the predetermined content related to the sale of the predetermined product by the store staff of the predetermined retail store, or Based on at least one of the information on the degree of achievement (administrator evaluation and image analysis result) related to the content, the degree to which the change in sales and the degree of customer satisfaction indicated by the performance information table 127 are positively affected is estimated (s30).

  In s30, the degree of the above-mentioned favorable influence is estimated for each of a plurality of sales contents relating to a certain product having different “purposes”. For example, it is assumed that there are two types of content related to the sale of a certain product, namely, a content whose “purpose” is “display” and a content that is “service”. The degree of positive impact on the retail store).

  In addition, the sales support system 100 determines the sales channels, for example, the “display” of the product and the “service” by the store staff, based on the degree of positive influence estimated for each target content in s30 described above. Is specified (s31).

  For example, the degree of positive influence estimated for the content with the purpose of “display” is “60”, while the degree of positive influence estimated for the content of the “service” is “20” In this case, the specific gravity to be adopted as the sales channel is specified as “display” of the product: “customer reception” by the store staff = 6: 2.

Further, the sales support system 100 transmits the specific gravity information (FIG. 15: screen g3) specified in s31 to the retailer terminal 200 of the relevant retailer (or a maker system 400 of a manufacturer that wholesales the product to the relevant retailer). ) (S32), and the process ends.
−−− Flow example 3 (proposal of staff ratio) −−−

  FIG. 10 is a diagram illustrating a flow example 3 of the sales support method according to the present embodiment. Subsequently, a form in which advice is provided regarding the ratio of the number of staff will be described. Here, it is assumed that the processing of the flow example 2 has been executed for each product at each retail store.

In this case, the sales support system 100 refers to the information of the specific gravity estimated for each sales channel of each product distributed to a certain retail store, which is obtained in the flow example 2 described above (s40).
Further, the sales support system 100 specifies a sales channel whose specific gravity value is equal to or more than a predetermined reference based on the information referred to in s40 (s41).

  In the process of s41 described above, when the content whose purpose is “service” can be specified (s42: service), the sales support system 100 specifies the target product in the content information table 125 (s43).

  Subsequently, the sales support system 100 suggests that, for the target product specified in s43, the ratio of the number of staff members in charge of the product among the ratio of the number of staff members in charge at the retail store is larger than that of other products. The information (FIG. 16: screen g4) is notified to the retailer terminal 200 of the relevant retailer (or the maker system 400 of a manufacturer that wholesales the product to the relevant retailer) (s44), and the process ends.

  The above-mentioned “ratio of the number of staff in charge at each product in the retail store” is defined as “the ratio of the number of staff in charge at each store (each store is a store for a product with a predetermined attribute)” in the record of the store in the store information table 128. It can be calculated by calculating the ratio of "number of staff in charge".

  On the other hand, when the content having the purpose of “display” can be specified in the process of s41 (s42: display), the sales support system 100 specifies the target product in the content information table 125 (s45).

Subsequently, the sales support system 100 suggests that, for the target product specified in s45, the ratio of the number of staff members in charge of the product in the ratio of the number of staff members in charge at the retail store is smaller than that of other products. The information (FIG. 17: screen g5) is notified to the retailer terminal 200 of the relevant retailer (or the maker system 400 of a manufacturer that wholesales the product to the relevant retailer) (s46), and the process ends.
−−− Flow example 4 (Suggestion on staff recruitment) −−−
FIG. 11 is a diagram illustrating a flow example 4 of the sales support method in the present embodiment. Subsequently, a mode for making a proposal regarding staff recruitment will be described.

  In this case, the sales support system 100 refers to each of the content information table 125, the staff information table 126, and the performance information table 127, and refers to the content of the predetermined purpose (for the predetermined target product distributed to the predetermined retail store). (Specified by the content information table 125), the content viewing history and the degree of achievement by the store staff of the retail store are specified by the staff information table 126, and the sales change and the customer satisfaction change of the target product at the retail store are specified. The value is specified in the performance information table 127 (s50).

  Subsequently, based on the information specified in s50, the sales support system 100 performs a correlation analysis between the viewing of the content by the store staff of the predetermined retail store and at least one of the sales change and the customer satisfaction. The process is executed by 110 to estimate the influence of viewing of the content on at least one of the sales change and the customer satisfaction (s51).

  If the degree of influence estimated in s51 indicates that viewing the content related to the sale of the product has a positive effect on at least one of a change in sales and a change in customer satisfaction (s52: y), sales support is provided. The system 100 notifies the retail store terminal 200 of the information (FIG. 18: screen g6) indicating that the number of staff in the retail store should be increased (s53), and ends the process.

On the other hand, if the degree of influence indicates that the viewing of the content related to the sale of the product does not have a positive effect on either the change in sales or the change in customer satisfaction (s52: n), the sales The support system 100 notifies the retail store terminal 200 of information (FIG. 19: screen g7) to the effect that staff reduction or increase in staff at the retail store should not be performed (s54), and ends the processing.
−−− Flow example 5 (Proposal on staff recruitment standards) −−−
FIG. 12 is a diagram illustrating a flow example 5 of the sales support method according to the present embodiment. Here, a process of making a proposal regarding the employment criteria of the store staff will be described.

  In this case, when performing the correlation analysis by the correlation analysis engine 110, the sales support system 100 uses the content by the store staff of the predetermined attribute indicated by the content viewing history of the predetermined content related to the sale of the predetermined product at the predetermined retail store. Degree (specified by staff information table 126. For example, specified by counting the viewing history frequency, total number of times, etc. of a certain content of each store staff whose attribute is “30s, female”) or the specified content in the content By performing a correlation analysis between at least one of the degrees achieved by the store staff of the attribute (the value in the achievement level column) and a change in sales and a change in customer satisfaction with respect to the product, The degree of use or achievement by the store staff of the above specified attribute is determined by customer behavior To estimate the degree of influence (s60).

  As a result of the above estimation, if the estimated degree of influence indicates that the degree of use or achievement of the content by the staff of the attribute has a positive effect on customer behavior (s61: y), the sales support system 100 notifies the retail store terminal 200 of information (FIG. 20: screen g8) to the effect that the attribute should be applied as the staff employment standard in the retail store, and ends the processing.

  Although the best mode for carrying out the present invention has been specifically described above, the present invention is not limited to this, and can be variously modified without departing from the gist thereof.

  According to the present embodiment, it is possible to support the store management and the formulation of a sales promotion policy by a manufacturer or the like in the retail store through optimization of sales channels and tools in the retail store, personnel training, and the like.

  In the present embodiment, it is assumed that the influence of the quality of product display and customer service that has changed with the use of content on customer behavior is analyzed, and the analysis result is used for strategic determination of sales channels, sales promotion resources, and the like. did. However, there may be cases where the merchandise display and the quality of customer service that change with the use of such content hardly affect customer behavior.

  For example, this corresponds to a case in which a customer determines a purchasing behavior based only on the price or brand of a product. In that case, the sales support system 100 may appropriately transmit information on the strength of the brand power that is generally recognized and information on pricing at own and other stores and organizations for the products sold at the retail store. A correlation analysis may be performed between the information acquired from the device and the information on customer behavior at the retail store.

  As a result of the correlation analysis, for example, when the price at the other store is lower than the price of the own store by a predetermined ratio, or when the customer behavior at the retail store is found to be low (low sales), the sales support system 100 Performs an operation of outputting a suggestion to correct the difference from the pricing of another store within the above-described predetermined ratio. Alternatively, as a result of the above-described correlation analysis, for example, when the strength of the brand power is equal to or more than a predetermined criterion, it is found that there is no difference in customer behavior even if the price difference between the own and other stores is equal to or more than a predetermined criterion. In this case, the sales support system 100 performs an operation of outputting a suggestion indicating that a higher price should be set in a predetermined range than the price of the other store.

10 Network 100 Sales Support System 101 Storage Device 102 Program 103 Memory 104 Computing Device 105 Communication Device 110 Correlation Analysis Engine 111 Image Analysis Engine 125 Content Table 126 Staff Information Table 127 Results Information Table 128 Store Information Table 200 Retail Store Terminal 250 Camera System 255 In-store camera 300 Staff terminal 400 Manufacturer system

A sales support system according to the present invention that solves the above-mentioned problems includes a storage device that stores information on content usage by staff of a retail store and information on customer behavior at the retail store, and information on the content usage and the customer behavior. From the storage device, and performs a correlation analysis between a usage history or usage result of the content indicated by the information on the content usage and the customer behavior indicated by the customer behavior information by a predetermined analysis engine, The degree of use of the content by the staff, or the content specified in the content, as indicated by the information on the use of the predetermined content related to the sale of the predetermined product, as the degree of influence of the use history or use result of the content on the customer behavior. To the extent that the staff achieved By either also, to estimate the extent to which the positive impact extends to the customer behavior, according to the level of this degree of influence, as the information of the sales channel to be adopted in the sale of goods in the retail stores, by the display and staff And a computing device for specifying the specific gravity of the customer service by a predetermined rule and notifying the predetermined terminal of the information of the sales channel .

Further, in the sales support method according to the present invention, the information processing system includes a storage device for storing information relating to the use of the content by the staff of the retail store and information of customer behavior at the retail store, and the information relating to the use of the content. And the information of the customer behavior is read from the storage device, and a correlation analysis between the use history or the use result of the content indicated by the information on the use of the content and the customer behavior indicated by the information of the customer behavior is performed by a predetermined analysis engine. Execution, the use history of the content or the use result indicates the degree of influence on the customer behavior, the degree of use of the content by the staff indicated by the information on the use of the predetermined content related to the sale of the predetermined product, or The more the staff achieves the contents specified in the content , At least one of, estimating the degree to which positive effect is exerted on the customer behavior, according to the level of the impact, as the information distribution channels to be employed in the sale of goods in the retail store, display and It is characterized in that the specific gravity with respect to the customer service by the staff is specified by a predetermined rule, and the information of the sales channel is notified to a predetermined terminal.

Claims (16)

A storage device for storing information related to the use of the content by the staff of the retail store and information on customer behavior at the retail store;
The information on the content usage and the information on the customer behavior are read from the storage device, and a correlation analysis between the usage history or the usage result of the content indicated by the information on the content usage and the customer behavior indicated by the customer behavior information is determined. A computing device that executes the analysis engine of the above, estimates the degree of influence of the content use history or use result on the customer behavior, and notifies the information of the degree of influence to a predetermined terminal;
A sales support system comprising: The arithmetic unit includes:
At the time of the correlation analysis by the analysis engine, as the degree of influence, the staff indicates the degree of use of the content by the staff, which is indicated by the information on the use of the predetermined content related to the sale of a predetermined product, or the designated content in the content. Estimated degree, at least one of, the degree of favorable influence on the customer behavior is estimated, according to the degree of the influence, as information of a sales channel to be adopted for selling the product at the retail store, , The specific gravity of the display and the reception by the staff is specified by a predetermined rule, and the information of the sales channel is notified to a predetermined terminal.
The sales support system according to claim 1, wherein: The arithmetic unit includes:
Based on the specific gravity indicated by the information of the sales channel, for a product whose specific gravity of customer service is equal to or greater than a predetermined standard, the ratio of the number of staff in charge of the product among the ratio of the number of staff in charge at the retail store, The suggestion information to make the product larger than that of the other product is notified to a predetermined terminal, and for a product whose specific gravity of display is equal to or more than a predetermined standard, the staff in charge of the product in the ratio of the number of staff in charge of the product in the retail store This is to notify a predetermined terminal of suggestion information for reducing the ratio of the number to that of another product.
3. The sales support system according to claim 2, wherein: The arithmetic unit includes:
At the time of the correlation analysis by the analysis engine, as the degree of influence, the staff indicates the degree of use of the content by the staff, which is indicated by the information on the use of the predetermined content related to the sale of a predetermined product, or the designated content in the content. Estimate the extent to which the customer behavior is positively affected by at least one of the achieved levels, and increase or decrease the number of staff at the retail store, and / or reduce staffing at the retail store according to the degree of the impact. Information to the effect that a predetermined terminal is to be performed,
The sales support system according to claim 1, wherein: The arithmetic unit includes:
At the time of the correlation analysis by the analysis engine, the degree of use of the content by the staff of a predetermined attribute indicated by the information on the use of the content of the predetermined content related to the sale of a predetermined product, or the specified content in the content is defined by the attribute of the predetermined attribute. Performing a correlation analysis between at least one of the degree achieved by the staff and the customer behavior related to the product, the content related to the sale of the product, the use degree or the achieved degree by the staff of a predetermined attribute, Estimating the degree of influence on the customer behavior,
If the degree of influence indicates that the customer's behavior is positively affected by the degree of use or achievement of the content by the staff of the attribute, the attribute is applied as a staff employment standard at the retail store. The information to the effect is to notify a predetermined terminal,
The sales support system according to claim 4, wherein: The arithmetic unit includes:
If the degree of influence indicates that the degree of use or achievement of the content related to the sale of the product at the retail store has a positive effect on customer behavior at the retail store, Information to the effect of increasing or maintaining the input of promotional resources for, notify the terminal of the business operator or the terminal of the retail store that delivers the product to the retail store,
If the degree of influence indicates that the degree of use or achievement of the content related to the sale of the product at the retail store does not have a positive effect on customer behavior at the retail store, Information to the effect that the input of promotional resources to the store should be reduced, to notify the terminal of the business operator or the terminal of the retail store that delivers the product to the retail store,
The sales support system according to claim 5, wherein: The storage device,
As the information on the customer behavior, at least one of a sales situation and customer satisfaction at the retail store is stored.
The sales support system according to claim 1, wherein: The arithmetic unit includes:
Obtaining the observation data by the in-store sensor of the retail store from a predetermined system that holds the observation data, and analyzing the observation data with a predetermined analysis engine, at the display place of each product in the retail store, The frequency of staying, the time, and the presence or absence of the opportunity to pick up the product, count at least one of the items, and store the counted value in the storage device as the customer behavior information,
By analyzing the observation data with the analysis engine, at the display location of each product in the retail store, count at least one of items of frequency and time at which staff staffed customers to customers, where A process of storing the counted value in the storage device as information relating to the use of the content for customer service, the degree of use by the staff, or the degree to which the staff has achieved the specified content in the content; ,
The sales support system according to any one of claims 1 to 7, wherein An information processing system including a storage device that stores information on content usage by retail store staff and information on customer behavior at the retail store.
The information on the content usage and the information on the customer behavior are read from the storage device, and a correlation analysis between the usage history or the usage result of the content indicated by the information on the content usage and the customer behavior indicated by the customer behavior information is determined. Executed by the analysis engine of the above, the usage history or usage result of the content, the influence degree on the customer behavior is estimated, and the information of the influence degree is notified to a predetermined terminal.
A sales support method characterized in that: The information processing system,
At the time of the correlation analysis by the analysis engine, as the degree of influence, the staff indicates the degree of use of the content by the staff, which is indicated by the information on the use of the predetermined content related to the sale of a predetermined product, or the designated content in the content. Estimated degree, at least one of, the degree of favorable influence on the customer behavior is estimated, according to the degree of the influence, as information of a sales channel to be adopted for selling the product at the retail store, , The specific gravity of the display and the reception by the staff is specified by a predetermined rule, and information of the sales channel is notified to a predetermined terminal.
10. The sales support method according to claim 9, wherein: The information processing system,
Based on the specific gravity indicated by the information of the sales channel, for a product whose specific gravity of customer service is equal to or greater than a predetermined standard, the ratio of the number of staff in charge of the product among the ratio of the number of staff in charge at the retail store, The suggestion information to make the product larger than that of the other product is notified to a predetermined terminal, and for a product whose specific gravity of display is equal to or more than a predetermined standard, the staff in charge of the product in the ratio of the number of staff in charge of the product in the retail store Notifying predetermined terminals of suggestion information for reducing the ratio of numbers to that of other products,
The sales support method according to claim 10, wherein: The information processing system,
At the time of the correlation analysis by the analysis engine, as the degree of influence, the staff indicates the degree of use of the content by the staff, which is indicated by the information on the use of the predetermined content related to the sale of a predetermined product, or the designated content in the content. Estimate the extent to which the customer behavior is positively affected by at least one of the achieved levels, and increase or decrease the number of staff at the retail store, and / or reduce staffing at the retail store according to the degree of the impact. Notify the predetermined terminal that information should be performed,
10. The sales support method according to claim 9, wherein: The information processing system,
At the time of the correlation analysis by the analysis engine, the degree of use of the content by the staff of a predetermined attribute indicated by the information on the use of the content of the predetermined content related to the sale of a predetermined product, or the specified content in the content is defined by the attribute of the predetermined attribute. Performing a correlation analysis between at least one of the degree achieved by the staff and the customer behavior related to the product, the content related to the sale of the product, the use degree or the achieved degree by the staff of a predetermined attribute, Estimating the degree of influence on the customer behavior,
If the degree of influence indicates that the customer's behavior is positively affected by the degree of use or achievement of the content by the staff of the attribute, the attribute is applied as a staff employment standard at the retail store. Notify the predetermined terminal of the information to be done,
13. The sales support method according to claim 12, wherein: The information processing system,
If the degree of influence indicates that the degree of use or achievement of the content related to the sale of the product at the retail store has a positive effect on customer behavior at the retail store, Information to the effect of increasing or maintaining the input of promotional resources for, notify the terminal of the business operator or the terminal of the retail store that delivers the product to the retail store,
If the degree of influence indicates that the degree of use or achievement of the content related to the sale of the product at the retail store does not have a positive effect on customer behavior at the retail store, Information that the input of promotional resources to the store should be reduced is notified to the terminal of the business operator or the terminal of the retail store that delivers the product to the retail store,
14. The sales support method according to claim 13, wherein: The information processing system,
In the storage device, as the customer behavior information, at least one of a sales situation and customer satisfaction at the retail store is stored,
The sales support method according to any one of claims 9 to 14, wherein: The information processing system,
Obtaining the observation data by the in-store sensor of the retail store from a predetermined system that holds the observation data, and analyzing the observation data with a predetermined analysis engine, at the display place of each product in the retail store, The frequency of staying, the time, and the presence or absence of the opportunity to pick up the product, count at least one of the items, and store the counted value in the storage device as the customer behavior information,
By analyzing the observation data with the analysis engine, at the display place of each product in the retail store, count the frequency and / or time at which the staff has served customers to the customer, and count at least one item. A process of storing the counted value in the storage device as information relating to the use of the content for customer service, the degree of use by the staff, or the degree to which the staff has achieved the specified content in the content; ,
16. The sales support method according to claim 9, wherein:

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