KR20170031476A - Consumers driven One2one Marketing and Commerce Platform method and apparatus thereof - Google Patents

Abstract

Disclosed are an onlineoffline linked omni-channel (O2O) marketing and commerce method, and an apparatus thereof. The omni-channel commerce method of the present invention comprises a step of storing and managing information for integrally managing offline store and online transaction (including a mobile product transaction) product information, and consumer and seller (including a store) information, thereby significantly increasing a purchase hit rate through one-to-one marketing for an individual consumer.

Description

Consumer-driven One-to-One Marketing and Commerce Platform method and apparatus

The present invention relates to marketing and electronic commerce related technologies, and more specifically, to One2One Marketing and consumer-driven commerce platform technology utilizing order data for consumer interest products in detail in the existing seller merchandise display type sales method.

Analysis of the development process of the commerce between the seller and the consumer has led to the development of the online sales channel in the transactions focused on the supply exhibition through the offline stores. Online sales channels are starting with the initial retailer-based general mall, followed by open markets such as Gmarket and Interpark, followed by social commerce such as Kupang, Wimpef, and OmniChannel.

In the case of the general mall, which is the initial model of the online shopping mall, the commerce operation is important for the consumer to facilitate the purchase by facilitating access to the shopping mall centered on the merchandise display category defined by the seller, but as the open market, social commerce and omni channel, Change. Especially, in the case of OmniChannel, a lot of efforts and investments are made by the consumer to recognize the information of the product of interest prior to purchase. In marketing methods, One2One marketing is becoming an important method in past mass marketing in Omni Channel.

Accordingly, the present invention relates to an optimal marketing and commerce operating technology specialized for OmniChannel. In particular, by collecting information on the goods of interest prior to the purchasing behavior of the consumers and providing the information to the sellers, it is possible to perform the most efficient marketing and optimize the time value of the consumption activity to the consumers, And can maximize customer benefits.

According to one embodiment, information on commodity, seller, and consumer commerce is managed by an integrated platform, so that it is possible to provide optimal information related to commerce to both the seller and the consumer. In the case of existing commerce, there was a problem that efficiency of commerce was deteriorated by providing limited information to a seller or a consumer due to a brokerage of a retailer (distributor). The proposal of the present invention is characterized by the provision of complete information by integrally managing product information, seller, and consumer information on one platform.

According to one embodiment, it is possible to collect information on the consumer purchase activity before purchasing the product. The information that is the basis of the existing customer marketing activities is the best way to estimate the purchase information of the consumers through the transition according to the post analysis. However, the proposal of the present invention enables data collection and analysis by linking the interested product information to the consumer regardless of the offline / online distribution channel before the consumer purchases the product, It is possible to utilize commerce.

According to one embodiment, the marketing method is not a method of existing mass marketing but a method of dramatically increasing the purchase hit rate through one-on-one marketing for each consumer.

According to one embodiment of the present invention, the commerce method using the integrated platform of three commodity information of commodities, sellers, and consumer commerce can solve the constraint problem of information utilization due to the interruption of information, which is the limit point of the existing commodity brokerage type, And analyzing the marketing and commerce information by linking the consumers.

And providing analysis information on a behavior of a purchase behavior of a consumer according to an embodiment. Existing customer relationship management (CRM) data had limitations in the analysis of information after purchase as purchase history information. However, customer information by this platform becomes available for online and offline integrated consumer behavior analysis before purchase.

In addition to management of integrated information on merchandise, seller, and consumer information according to one embodiment and acquiring information on purchase, the marketing execution method includes steps of performing individualized customized marketing communication through one-on-one marketing rather than mass marketing.

The effect of enhancing the linkage between information by a product, a seller, and a consumer integration platform (or a cloud service) according to an embodiment not only enables analysis of various marketing information but also improves the time value of the consumer, This can improve the efficiency of commerce operations that can raise rates.

The seller can receive the service information through the platform of the product information and the consumer purchase behavior information, so that the most effective sales channel strategy operation becomes possible.

In terms of marketing methods, it plays a role of facilitating transactions through consumer personalized marketing and one-on-one marketing. It is possible to perform optimal marketing by linking the information of the interested goods to the individual consumers. The source technology that enables these activities is to collect information on products of interest before purchase. By expanding the wish list or shopping cart function to the offline area in the online shopping mall, it is possible to expand the shopping behavior analysis information area of the consumer. Analysis of these consumer purchasing behaviors can induce the activation of commercial transactions.

1 is a block diagram illustrating a concept of a consumer-driven marketing and commerce platform model according to an exemplary embodiment of the present invention;
FIG. 2 is a configuration diagram of a consumer-driven marketing and commerce platform model service system according to an embodiment of the present invention;
FIG. 3 is a configuration diagram of the service providing apparatus of FIG. 2 according to an embodiment of the present invention;
FIG. 4 is a detailed configuration diagram of the processor of FIG. 3 according to an embodiment of the present invention;
FIG. 5 is a flowchart illustrating a method of a consumer-driven marketing and commerce platform model according to an embodiment of the present invention.
FIG. 6 is a reference view showing a process of linking to a commerce in an information collecting step through a consumer-driven marketing and commerce platform according to an embodiment of the present invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings. In the following description of the present invention, a detailed description of known functions and configurations incorporated herein will be omitted when it may make the subject matter of the present invention rather unclear. In addition, the terms described below are defined in consideration of the functions of the present invention, which may vary depending on the intention or custom of the consumer, the seller, the operator, and the like. Therefore, the definition should be based on the contents throughout this specification.

FIG. 1 is a reference diagram for explaining the concept of a consumer-driven marketing and commerce platform model according to an embodiment of the present invention.

Referring to FIG. 1, the consumer 104 combines on-line and off-line, from product search to purchase in an offline store, in a complex manner.

Generally, there is a discontinuity between the consumer and the seller by the retailer (retailer) about the information of the three major commodities of commodity, consumer, and seller. A commerce platform in which goods, sellers, and consumers according to an embodiment of the present invention can be integrated and commerce can be provided in on-line and off-line sales channels.

2 is a block diagram of a consumer-driven marketing and commerce platform model according to an embodiment of the present invention.

2, a consumer-driven marketing and commerce platform providing apparatus (hereinafter referred to as a "service providing apparatus") 1, a purchaser terminal 2, and an online commerce platform 3 are included.

As shown in Fig. 1, the service providing apparatus 1 may be associated with the online commerce platform 3, the buyer terminal 2, the offline sellers 2, or may be located within the online commerce platform 3.

The online commerce platform 3 is a server operated by the on-off-line linked commerce service operator 20. The offline seller 30 is a company that sells products offline, for example, a store of a department store or a brand agency (direct, consign, franchise, etc.). In general, the offline seller 30 receives the merchandise sales profit due to offline sales. At this time, the offline seller 30 mixes the goods and consumer information in order to maximize the sale of goods, and performs sales promotion activities to complete the goods transaction.

The present invention is an epoch-making development that enhances commerce effectiveness by utilizing mutual linkage information between components in a commerce platform integrated with commodities, sellers, and consumer information as described above.

And transmits the interested goods information before the purchase to the seller through the commerce platform (service providing device). This is because it is possible to provide a commerce platform service based on commodity data that can manage integrated information both online and offline. That is, integrated management of online and offline integrated goods, sellers, and consumer behavior information is managed through one platform provided by the present invention.

The service providing apparatus 1 according to an embodiment communicates the goods information of interest with the service providing apparatus 1 through the purchaser terminal 2 to manage data. The service providing apparatus 1 can store the obtained goods information in a database.

The service providing apparatus 1 according to the embodiment communicates with the purchaser terminal 2 and receives information about the pre-interest goods (purchase intention goods) from the purchaser terminal 2. The purchase intention product information selected by the consumer can be informed by various methods such as a product code, a product name, or an image. The service providing apparatus 1 provides the purchaser intending merchandise information of the consumer to the offline seller 2 through the service providing apparatus 1 in cooperation with the purchaser terminal 2. [ Consumers can check on-line merchandise information online. For example, in addition to a case where a consumer directly experiences a product in an offline store, the present invention includes a case of searching for information on an offline store through online (including mobile), and then requesting purchase of the product at the store. At this time, the discount information, the coupon information, the use history information, and the like are provided to induce the user to purchase.

The service providing apparatus 1 provides a variety of data services and marketing communication tools for the interested goods (purchase intention goods).

3 is a configuration diagram of the service providing apparatus of FIG. 2 according to an embodiment of the present invention.

2 and 3, the service providing apparatus 1 includes a database 10, a communication unit 12, and a processor 14.

The communication unit 12 transmits and receives information to and from other entities, and the other entity may be the buyer terminal 2 and the offline seller 2. The processor 14 acquires, through the communication unit 12, stores in the database 10 and manages the goods information stored in the database 10 so as to enable consumer-driven marketing and commerce platform operations. The processor 14 according to the embodiment receives purchase intention product information from the buyer terminal 2 and links the additional product information with the seller. The commodity information is managed in the database 10 of the commodity of interest (purchased intention commodity) and the commodity essential information is managed so that online commerce becomes possible.

4 is a detailed configuration diagram of the processor of FIG. 3 according to an embodiment of the present invention.

2 to 4, the processor 14 includes a merchandise, a seller, a consumer integrated management processing unit 141, an interested merchandise management processing unit 142, a marketing activity processing unit 143, And a profit processing unit 144.

The merchandise, seller, and consumer integrated management processing unit 141 include all methods of data utilization, marketing, and commerce that can be provided through a combination of merchandise, seller, and consumer information. The interested goods (purchase intention product) management processing unit 142 takes charge of a database management function that can utilize a consumer's purchase intention product in connection with a consumer and a product. The purchasing intention of the consumer can be informed by the user by providing not only the information on the commodity but also discount information, use history information, and the like.

 The marketing activity processing unit 143 can perform targeted marketing by linking information of a consumer's interest goods (purchase intention goods), and in particular, it is possible to perform one-on-one marketing activities for a consumer who is interested in a specific commodity.

The order / settlement / profit processing unit 144 performs a function of processing an order, a payment, and a profit in connection with the transaction when the commodity is commerce through the service providing apparatus 1 by utilizing the information of the commodity of interest (purchase intention commodity) do.

FIG. 5 is a flowchart illustrating a commerce platform method integrated with commodity, seller, and consumer information according to an embodiment of the present invention.

Referring to FIG. 2 and FIG. 5, the consumer searches for / obtains product information for offline store products through the offline seller 3 (500). The reason for obtaining the product information is to allow merchants to sell commodities that are sold in the offline stores by online merchants even online. The service providing apparatus 1 can connect with the buyer terminal 2 to fetch the information for identifying the goods to the offline seller 2 and register it online.

Then, the purchase intention goods (interested goods) are stored through the service providing apparatus using the pre-purchase information of the customer (510). (520) of analyzing and managing behavior information about a consumer before purchasing a product,

(530) Big data analysis on the goods, the seller, the consumer, and the previous consumer behavior information. Big Data Analysis Based Consumer Target One2One Marketing Execution Phase (540)

The service providing apparatus 1 according to one embodiment manages the step of commodity transfer / transaction completion (550) after order / settlement / profit processing. 6 is a reference diagram illustrating a platform-based service process according to an embodiment of the present invention.

1: On-line and off-line linked commerce service provision device
2: Buyer terminal (smart phone, etc.)
3: Local Merchant (store)
10: Database
12:
14: Processor
141: Integrated Product, Merchant, and Consumer Management Processing Unit
142: Interested goods (purchase intention goods) management processor
143: Marketing Activities Department
144: order / settlement / profit processor

Claims (4)

Storing and managing information for integrated management of in-store, online transaction (including mobile commodity transaction), commodity information, consumer, and seller (including store) information on the basis of a commodity code assigned by a brand (manufacturer);
Gt; omni-channel < / RTI >
The method as claimed in claim 1, further comprising the steps of: acquiring interest information (wish list, shopping cart) information of a consumer online or offline according to integrated information management of the seller, product information, ;
Or a method in which the consumer proposes to sell the product to the seller in reverse or conveys the purchase intention to the seller;
[3] The method according to claim 2, wherein the seller using the information pre-determined before the transaction of the consumer's interested goods or the requested product for sale is one-on-one marketing ;
It is also possible to link the information of individual consumers with individual products or to link the consumer group (consumer group with similar tendencies, consumer classification for promoting commerce, etc.) and product group (similar product group or product classification for promoting commerce) ;
(O2O). ≪ / RTI >
4. The method according to claim 3, further comprising the step of providing a purchase group for the consumer group (a consumer group having a similar tendency or a consumer classification for promoting commerce, etc.) A commerce phase that increases the number of transactions;
By grouping consumers with similar products or similar consumption tendencies and linking them to sellers, consumers can receive various consumer benefits such as price discounts, reserves, postage, and gifts through purchase bargaining power, Marketing and commerce stage that can win-win by providing customer information;
Further comprising the steps of:

Images