KR102374100B1 - Online merchandise sales server determining discount sensitivity for each situation, and control method thereof - Google Patents

Abstract

The present invention relates to an online merchandise sales server and a control method thereof. A method of controlling an online merchandise sales server according to the present invention includes the steps of: determining the discount sensitivity of an online customer based on an activity history on the Internet; and providing discount information according to the determined discount sensitivity when providing predetermined merchandise information to the online customer.

Description

ONLINE MERCHANDISE SALES SERVER DETERMINING DISCOUNT SENSITIVITY FOR EACH SITUATION, AND CONTROL METHOD THEREOF

The present invention relates to an online product sales server and a control method therefor, and more particularly, to an online product sales server providing discount rate information for each customer together with product information and a control method thereof.

Recently, as online product sales have rapidly increased, competition for online product sales is intensifying.

Accordingly, each online seller establishes various discount policies and provides discount coupons to customers when purchasing specific products or when logging in to increase customer loyalty and induce product purchases.

However, the conventional discount policy is entirely centered on the supplier side, that is, online sellers or open market sellers, and thus the effect of increasing customer inflow or product sales related to the discount policy is not properly achieved.

This is because an appropriate discount policy cannot be established for each customer or is not properly applied to the discount policy algorithm.

The price discount policy is inevitably more expensive than other marketing policies. However, if the effect of increasing customer inflow or product sales is not properly achieved, there is a problem in that overall profits are adversely affected.

Patent Publication No. 10-2015-0022052

The present invention has been devised to solve the above-described problems in the prior art, and its purpose is to provide discount information for each customer and product by precisely determining the discount sensitivity for each customer, thereby increasing customer satisfaction and selling online products to increase product sales. A server and its control method are provided.

In order to achieve the above object, an online product sales server according to the present invention includes: a discount sensitivity determination unit for determining discount sensitivity of an online customer based on an activity history on the Internet; and a discount information providing unit for providing discount information according to the discount sensitivity determined by the discount sensitivity determining unit when providing predetermined product information to the online customer.

Further, in order to achieve the above object, there is provided a method for controlling an online product sales server according to the present invention, comprising the steps of: determining a discount sensitivity of an online customer based on an activity history on the Internet; and providing discount information according to the discount sensitivity determined in step (a) together when providing predetermined product information to the online customer.

As described above, according to the present invention, it is possible to efficiently use marketing costs using discounts by first providing a discount rate to customers with high discount sensitivity by distinguishing discount sensitivities for each customer.

In particular, by actively providing product discounts to customers with high discount sensitivity, product sales volume and customer satisfaction can be increased together.

1 is a schematic configuration diagram of an entire system including an online product sales server according to an embodiment of the present invention;
Figure 2 is a functional block diagram of the online product sales server of Figure 1,
3 and 4 are control flowcharts of the online product sales server of FIG. 1,
FIG. 5 is a diagram illustrating a state in which an Internet page for product sale (purchase) and a discount-related information area included in the Internet page are displayed on the customer terminal of FIG. 1 .

Hereinafter, the present invention will be described in detail with reference to the accompanying drawings.

Hereinafter, each embodiment according to the present invention is merely an example for helping the understanding of the present invention, and the present invention is not limited to these embodiments. In particular, the present invention may be composed of a combination of at least any one of individual components, individual functions, or individual steps included in each embodiment.

In particular, some claims of the claims include an alphabet such as '(a)' for convenience, but the alphabet does not define the order of each step.

In addition, each signal referred to in each embodiment according to the present invention below may mean one signal transmitted by one connection, etc., but may also mean a series of signal groups transmitted for the purpose of performing a specific function to be described later. . That is, in each embodiment, a plurality of signals transmitted at a predetermined time interval or after receiving a response signal from a counterpart device may be expressed as one signal name for convenience.

A schematic configuration of the entire communication system including the online product sales server 100 according to an embodiment of the present invention is shown in FIG. 1 .

As shown in the figure, the entire communication system may include a customer terminal 200 and an online product sales server 100 .

Here, the customer terminal 200 is a terminal operated by a customer who purchases a product or the like online, and may correspond to a mobile communication terminal connected to a mobile communication network as shown in FIG. 1 or a computer provided in a home.

As described above, the online product sales server 100 provides product information for sale to online customers who have accessed the customer terminal 200 by operating the customer terminal 200 , and may correspond to, for example, an online shopping mall server.

In particular, the online product sales server 100 may provide online customers with product information as well as discount information that can be applied when purchasing a product, if necessary, and a more detailed description thereof will be provided later.

In this embodiment, when the online product sales server 100 provides predetermined information or an Internet page to an online customer, it means that the information is transmitted to the customer terminal 200 .

Specific functional blocks of the online product sales server 100 are as shown in FIG. 2 .

As shown in the figure, the online product sales server 100 includes a discount sensitivity determining unit 110 , a discount information providing unit 120 , a product sales page providing unit 130 , a discount sensitivity basic information collecting unit 140 , It may be configured to include a storage unit 150 .

First, the storage unit 150 stores information and applications necessary for the function of the online product sales server 100 according to an embodiment of the present invention, and in particular, newly generated or externally generated during the operation of the online product sales server 100 . It performs the function of storing and managing information or data received from

Here, the discount sensitivity determination unit 110 performs a function of determining the discount sensitivity of an online customer, that is, a customer who has accessed through the Internet based on the activity details on the Internet.

Here, 'discount sensitivity' indicates the degree to which a customer makes a purchase decision when a discount rate is applied in general or for a specific product group. do.

When the online customer is a logged-in customer, the discount sensitivity determination unit 110 based on the customer's existing Internet activity (eg, in the online product sales server 100 according to the present embodiment) determined through the login. can be used to judge discount sensitivity.

Specifically, the discount sensitivity determining unit 110 may determine whether or not a past purchase history greater than or equal to a preset standard exists for the online customer, and may determine the discount sensitivity of the corresponding customer in different ways accordingly.

That is, when there is a past purchase history (for example, 10 or more purchase history) of more than a certain standard for an online customer, the discount sensitivity determination unit 110 may determine the discount sensitivity based on the corresponding past purchase history. .

For example, the discount sensitivity determination unit 110 can determine the discount sensitivity of the customer using information about whether the customer used a preferred product or a discount coupon at the time of purchasing the product through the past purchase history. will be.

As another example, if there is no past purchase history equal to or greater than a preset standard as a result of the check, the discount sensitivity determination unit 110 may be configured to sell a product (for a product purchase from the customer's point of view) based on the user operation input history on the Internet page. The discount sensitivity can be judged.

Here, the history of user manipulation input on the Internet page for product sales is collected in advance, and a detailed method for collecting such information will be described later.

When the discount sensitivity determination unit 110 determines the discount sensitivity for each online customer, it may be determined for each product or each product category.

For example, when product A and product B exist, the discount sensitivity determination unit 110 for a specific online customer may have a discount sensitivity for product A or a category to which the product belongs, and a discount sensitivity for product B or a category to which the product belongs. can be judged separately.

To this end, when there is a past product purchase history, the discount sensitivity determination unit 110 may distinguish and determine the purchase status for each product or category to which each product belongs, that is, the purchase amount, whether to use a discount coupon at the time of purchase, and the like.

Similarly, when there is no past product purchase history, the discount sensitivity determination unit 110 distinguishes and determines the user manipulation input history on the Internet page (ie, Internet page for product sale) of a specific product or category to which the specific product belongs. can

As described above, when the discount sensitivity determination unit 110 determines the discount sensitivity of each online customer, when there is no past purchase history, it is based on the customer's operation history on the product purchase Internet page. For this processing, the process of collecting predetermined information in advance and the process of using it will be mainly described.

The product sales page providing unit 130 performs a function of providing a product-related Internet page that allows online customers to read and purchase information about the product, and in particular includes at least one of affiliate discount card information and coupon book. You can provide an Internet page for selling products to online customers.

Here, the affiliate discount card information and coupon book are information related to discount application, and are information indicating that a predetermined discount can be applied when purchasing today or when purchasing a product currently displayed on an Internet page.

In particular, the product sales page providing unit 130 completely determines whether at least one of the affiliate discount card information and the coupon book included on the Internet page for the product according to the online customer's scrolling operation on the Internet page for the product sale. At the time of exposure, at least one of the affiliate discount card information and the coupon book is moved to another location requiring additional scrolling by the user according to a preset algorithm, that is, at least one of the locations moved up, down, left, and right on the Internet page. can be moved to one place.

This is to more accurately confirm whether the customer is interested in affiliate discount card information or coupon book, and a more detailed description thereof will be provided later.

Here, the scroll operation means that the user moves the screen in the up-down direction or left-right direction in order to read a web page that cannot be displayed on one screen.

The discount sensitivity basic information collection unit 140 is the time the online customer stays in the display position of at least one of the affiliate discount card information and the coupon book while browsing by scrolling on the Internet page provided by the product sale page providing unit 130 It performs the function of accumulatively storing the

That is, when the Internet pages provided by the product sales page providing unit 130 are not displayed on the screen of the customer terminal 200 all at once, the customer moves them up, down, left, and right using a scroll to browse, at this time When the customer stays in the display position of at least one of affiliate discount card information and coupon book while scrolling, the discount sensitivity basic information collection unit 140 determines that the customer is reading affiliate discount card information or coupon book contents, and the It is to store the reading time cumulatively.

At this time, the discount sensitivity basic information collection unit 140 may store the customer's affiliate discount card information or coupon book reading time for each product or product category, and match the product information included in the current Internet page to the customer's reading time of the coupon book, etc. can be stored, and furthermore, it is also possible to store the reading time together with the contents of the current affiliate discount card information and coupon book.

In particular, as described above, the discount sensitivity basic information collection unit 140 is configured to display at least one of affiliate discount card information and coupon book during customer viewing by the product sales page providing unit 130. The Internet page requires additional scrolling by the user. After moving to at least one of the upper, lower, left, and right positions, the timer is activated when the customer scrolls along the additional moving position, and then when scrolling of a preset size or speed is detected, the timer can be terminated.

In this case, the discount sensitivity basic information collection unit 140 may determine and store the time from the timer operation time to the end time as the time the online customer stays in the display position of at least one of the affiliate discount card information and the coupon book.

In other words, if the discount-related information (affiliate discount card information, coupon book, etc.) included in the product sales page is dynamically moved and the customer scrolls along the movement, it is determined that the customer is interested in the discount-related information In addition, the time spent at the corresponding location on the Internet page is accumulated and stored so that it can be used as basic data for judging discount sensitivity.

The discount sensitivity determination unit 110 may determine the discount sensitivity of the corresponding customer based on the time (ie, the accumulated time) at which it is determined that the discount-related information for each online customer has been read through the above-described process.

Specifically, the discount sensitivity determination unit 110 determines the discount sensitivity for each product category for the online customer using the time accumulated and stored by the discount sensitivity basic information collection unit 140 and matching product information or discount related information. can

Meanwhile, the discount information providing unit 120 performs a function of providing discount information according to the discount sensitivity determined by the discount sensitivity determining unit 110 when providing predetermined product information to an online customer.

For example, the discount information providing unit 120 extracts the discount sensitivity for the corresponding product of the customer when the product sale page providing unit 130 provides the product sales Internet page to the customer terminal 200, and the extracted discount sensitivity The discount information is included in the Internet page for selling the product.

Accordingly, the information providing unit may operate as a partial module of the product sales page providing unit 130 .

In particular, the discount information providing unit 120 may calculate a discount period and discount rate based on the discount sensitivity determined from the discount sensitivity, and may allow discount information including the discount period and discount rate to be included in an Internet page for product sales.

Hereinafter, a control flow of the online product sales server 100 according to an embodiment of the present invention will be described with reference to FIGS. 3 and 4 .

First, an overall operation process of the online product sales server 100 will be described with reference to FIG. 3 .

The discount sensitivity determination unit 110 performs login processing when a customer makes a login request through the customer terminal 200 (step S1), and when a product sale page request is detected from the customer terminal 200 (step S3) First, it is determined whether a past purchase history exists for the corresponding customer (step S5).

As a result of the determination, if the customer has a past purchase history more than a preset number of times (step S5), the online product sales server 100 determines discount sensitivity based on the past purchase history (step S7).

For example, when the number of purchases of products less than or equal to the preset criterion is greater than or equal to a preset ratio of the number of purchases of products exceeding the preset criterion, the online product sales server 100 may determine that the discount sensitivity for the customer is high, another example Accordingly, when the number of purchases for a product to which a discount is applied is higher than a preset ratio or more than the number of purchases for a product to which a discount is not applied, the online product sales server 100 may determine that the customer has high discount sensitivity.

Here, for convenience, only the discount sensitivity is expressed as 'high', but in reality, it may be calculated as a specific value according to the above-described comparison result.

Thereafter, the online product sales server 100 calculates a discount rate according to the discount sensitivity (step S9), and transmits the calculated discount rate as well as product information to the Internet page for product sales to the customer terminal 200 ( step S11).

On the other hand, if the customer's past purchase history is less than a preset number of times (step S5), the online product sales server 100 extracts the customer's manipulation input history on the Internet page for past product sales (step S13), and the extracted A discount sensitivity is determined based on the operation input history (step S15).

Next, the online product sales server 100 calculates a discount rate corresponding to the determined discount sensitivity as described above (step S9), and includes the calculated discount rate in the product sales Internet page and transmits it to the customer terminal 200 ( step S11).

Hereinafter, a detailed process for determining the discount sensitivity according to the customer's manipulation input history on the above-described Internet page for product sale will be described with reference to FIG. 4 .

In response to the request of the customer terminal 200, the online product sales server 100 provides an Internet page for product sales including a coupon book (step S21).

Here, as an example, the Internet page for product sale has a size or amount of data that cannot be viewed on one screen in the customer terminal 200 . That is, after the customer receives the Internet page for product sale, the customer should browse the screen while moving the screen using scrolling.

The online product sales server 100 accumulates and stores the time the customer stops scrolling in the coupon book exposure area while scrolling and browses (step S23).

In this case, the online product sales server 100 may dynamically move the location of the coupon book area to specifically confirm whether the customer has read the coupon book or product information.

For example, as shown in FIG. 5A , as the user scrolls downward using the scroll bar 302 in a state in which the product sale Internet page 301 is displayed on the customer terminal 200, the entire coupon book area 303 ) is fully exposed on the customer terminal 200 as shown in FIG. 5(b), the online product sales server 100 moves the coupon book area 303 upward on the Internet page as shown in FIG. At this time, the moving process should be displayed on the customer terminal 200 so that the customer can recognize it), after that, the customer finds the coupon book area 303 and scrolls the Internet page upwards, as shown in FIG. 5(d). When the moved coupon book area 303 is completely exposed on the customer terminal 200 again, the online product sales server 100 may operate a timer.

Thereafter, when the customer moves the coupon book content so that the contents of the coupon book are not visible as shown in FIG. 5(e) through a scroll operation, the online product sales server 100 terminates the timer. In particular, in the state of FIG. If the size or speed is greater than the reference value, it is determined that the coupon book has been read and the timer can be terminated.

Subsequently, the online product sales server 100 may determine the time from the timer operation time to the timer end time as the time for the customer to read the contents of the coupon book and accumulate and store it.

Here, the dynamic movement of the coupon book area on the Internet page for product sale itself corresponds to a known technology as a layer-based technology, and thus a more detailed description thereof will be omitted.

This process is for determining whether the actual customer actually reads discount-related information such as a coupon book, and the online product sales server 100 takes the time t1 from the state of FIG. 5(c) to the state of FIG. , it can be determined that the time t2 taken from the state of FIG. 5(d) to the state of FIG. 5(e) is valid only when it is within a preset range.

For example, if the time of t1 is longer than the preset time, it cannot be considered that the customer has scrolled according to the movement of the coupon book layer, so it is excluded. Since it cannot be viewed as being viewed, it can be excluded.

On the premise that the time the customer reads the coupon book exposure area is accumulated and stored, as shown in step S15 of FIG. 3 , the online product sales server 100 calculates the discount sensitivity of the customer based on the accumulated and stored coupon book reading time. can be determined (step S25).

Here, in the cumulative storage of the coupon book reading time, a predetermined negative time may be applied even if the coupon book does not respond and is not read.

For example, if the coupon book is included in the Internet page as described above, if the coupon book is ignored and not read, the preset subtraction time is accumulated and the time to react and read the coupon book is added and added later It is possible to calculate the accumulated time for finally determining the customer's discount sensitivity by subtracting the deducted time from the specified time.

In the above-described embodiment, the discount sensitivity is determined in different ways depending on whether the customer has a past purchase history as an example, but it goes without saying that the discount sensitivity can be determined by combining the two cases.

That is, the discount sensitivity may be calculated by applying a predetermined weight to each of the customer's past purchase history and the customer's discount information reading time. In this case, a larger weight may be applied to the reaction made today.

For example, since there is a case where the whole family uses one ID, a weight of 30% is applied to the past purchase history of purchasing products by logging in with the ID, and 30% is applied to the coupon book reading time accumulated in the past. A weight of % is applied, and a 40% weight can be applied to the accumulated time as the customer reads discount information on an Internet page containing discount information such as a coupon book after logging in today.

Accordingly, even when the whole family uses one ID, the accuracy of the discount sensitivity calculated for the customer who logged in today can be increased, which contributes to the efficient use of marketing costs.

Meanwhile, it goes without saying that the process of performing each of the above-described embodiments may be performed by a program or application stored in a predetermined recording medium (eg, computer-readable). Here, the recording medium includes an electronic recording medium such as a random access memory (RAM), a magnetic recording medium such as a hard disk, and an optical recording medium such as a compact disk (CD).

In this case, the program stored in the recording medium may be executed on hardware such as a computer or smart phone to perform each of the above-described embodiments. In particular, at least one of the functional blocks of the online product sales server 100 according to the present invention described above may be implemented by such a program or application.

In addition, the present invention is not limited to the specific embodiments described above, but can be practiced with various modifications and modifications within the scope without departing from the gist of the present invention. It will be apparent that such modifications and variations are included in the present invention provided they fall within the scope of the appended claims.

100: online product sales server 200: customer terminal
110: discount sensitivity determination unit 120: discount information providing unit
130: product sales page providing unit 140: discount sensitivity basic information collection unit
150: storage

Claims (4)

In the control method of the online product sales server for determining the discount sensitivity for each situation,
(a) providing online customers with an Internet page for selling products including at least one of affiliate discount card information and a coupon book;
(b) the affiliate discount card information and the affiliate discount card information when at least one of the affiliate discount card information and the coupon book included on the Internet page is completely exposed according to the scroll operation on the Internet page for the sale of the product by the online customer; moving at least one of the coupon books to at least one of up, down, left, and right positions on the Internet page requiring additional scrolling by the user according to a preset algorithm;
(c) When the online customer's additional scrolling movement is made to at least one of the affiliate discount card information and the coupon book in step (b), a timer is operated, and thereafter, scrolling of a preset size or speed is detected. terminating the timer, determining the time from the timer operation time to the end time point as the time spent in the display position of at least one of the affiliate discount card information and the coupon book of the online customer, and accumulating and storing the time;
(d) checking whether a past purchase history greater than or equal to a preset standard exists for the online customer;
(e) based on the confirmation result of step (d), if there is a past purchase history equal to or greater than a preset standard, the discount sensitivity for each product category is determined based on the past purchase history, and past purchase history greater than or equal to the preset standard judging a discount sensitivity for each product category for the online customer using the accumulated time stored in step (c) when there is no .
(f) providing discount information including a discount period and discount rate according to the discount sensitivity determined in step (e) when providing predetermined product information to the online customer; control method. A computer-readable recording medium recording a program for executing the method of claim 1. An application program stored in a computer-readable recording medium in combination with hardware to execute the method of claim 1. In the online product sales server for determining the discount sensitivity for each situation,
After providing an Internet page for product sale including at least one of affiliate discount card information and a coupon book to an online customer, the online customer is displayed on the Internet page according to a scroll operation on the Internet page for selling the product. When at least one of the included affiliate discount card information and the coupon book is fully exposed, at least one of the affiliate discount card information and the coupon book is displayed up and down on the Internet page that requires additional scrolling by the user according to a preset algorithm. , A product sales page providing unit for moving to at least one of the left and right positions;
When the online customer's additional scrolling movement is made to at least one of the affiliate discount card information and the coupon book by the product sales page providing unit, a timer is activated, and thereafter, when scrolling over a preset size or speed is detected Discount sensitivity basic information collecting unit that terminates the timer, determines the time from the timer operation time to the end time point as the time spent in the display position of at least one of the affiliate discount card information and the coupon book of the online customer, and stores the accumulated time Wow;
It is checked whether a past purchase history equal to or greater than a preset standard exists for the online customer, and based on the check result, if there is a past purchase history equal to or greater than a preset standard, a discount for each product category based on the past purchase history A discount sensitivity determination unit that determines the sensitivity and determines the discount sensitivity for each product category for the online customer using the accumulated time stored by the discount sensitivity basic information collection unit when there is no past purchase history equal to or greater than a preset standard Wow;
and a discount information providing unit for providing discount information including a discount period and a discount rate according to the discount sensitivity determined by the discount sensitivity determining unit when providing predetermined product information to the online customer.

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