KR20190130299A - Store management and marketing method based on o2o - Google Patents

Abstract

The present invention relates to an O2O-based store managing and marketing method which can increase profits of a store by inducing potential customers and improving customer satisfaction. The O2O-based store managing and marketing method of the present invention comprises: an ordering/payment process; a seat reservation process; and a location-based service (LBS) working process.

Description

O2O-based store management and marketing method {STORE MANAGEMENT AND MARKETING METHOD BASED ON O2O}

The present invention relates to a store management and marketing method, and in particular, utilizes location-based service (LBS) technology or artificial intelligence (AI) technology, including O2O technology, which has the advantages of providing both online convenience and offline immediateness. One is about store management and marketing methods.

Recently, due to the expansion of the mobile market, O2O (Online to Offline) marketing using a smartphone (or mobile device) that anyone is carrying is attracting attention. In other words, O2O marketing, which attracts customers through online based on ICT technology and leads consumers offline, is receiving great attention. As an example of O2O marketing, it attracts potential customers to offline stores by sending discount coupons to consumers around the offline store using near field communication (NFC) or location based (LB) technology. Can be.

Conventional O2O marketing-related technology, the app corresponding to the driver's smart phone (or mobile device) in advance to recognize the driver of the vehicle entering and exiting by using near-field recognition technology such as beacon or sound tag at the gas station Step 1 to download and install and register; Recognizing which fueling machine the fueling machine uses when the vehicle enters a gasoline of a gas station using a recognition signal such as the beacon; Selecting a driver of the vehicle to pay with a credit card; Performing card reading through a payment terminal or an ODT by the selection and making a payment; Gas station marketing using the smartphone app and O2O (Online to Offline) technology, including the step of transmitting the marketing information according to the customer's information to the customer's smartphone app or text to the VAN company that pays for the corresponding payment request. Linking and blending prevention methods are proposed (refer patent document 1).

In addition, the wired / wireless communication structure allows the user terminal to be connected to the web server through the Internet or wireless communication and the wired / wireless communication through the user terminal, and manages advertisements, orders, and product research. A management server that operates, an affiliated server that has a reciprocal relationship with the management server, and an affiliated bank server that enables the cashing of points generated when viewing the advertisement by accessing the management server, wherein the management server is mobile. Through the posting of the advertisement and paying the points to the user terminal watching the posted advertisements to allow the user terminal to enjoy entertainment, shopping, cash withdrawal by using the paid points. Based on the information received from the user terminal, the member receives the agreement of the terms and conditions Sign-up processing unit for proceeding with the registration, advertiser authority classification section for setting the allowable range of the transaction according to the advertiser information received from the advertiser user terminal processed the subscription, and the advertisement received through the advertiser user terminal , Classified into video advertising, application advertising and event advertising, and posted in the app, if the product of interest occurs while watching the page ads and video advertising directly connected to the homepage so that the product you want to buy can be ordered directly by phone Or an advertisement registration unit for enabling recommendation to a friend via SNS, a sales product registration unit connected to the affiliated server and posting goods sold at the affiliate store in the app so that the product can be purchased from an individual user terminal, and the individual 3Km centered on where user terminal and advertiser user terminal are located A tracking information providing unit which collects and displays advertisements of affiliated stores distributed within the area, and provides the advertiser with a total number of user terminals located within a local radius and staying for a predetermined time; Point management unit that manages the points generated when participating, information viewing unit that allows the user terminal to view the advertisement information and advertisement viewing details registered in each user terminal, and the advertisement registered through the advertisement registration unit through the SNS details And a DM transmission unit for transmitting an advertisement keyword and a server management unit for managing a whole management server by a server administrator have been proposed (see Patent Document 2).

In addition, a beacon for generating a beacon signal in a certain area; A Wi-Fi module for forming a free Wi-Fi zone as an access point within the predetermined area; A mobile terminal periodically exchanging a signal corresponding to the beacon signal, or sharing location information of the inhabitants in the predetermined area with the Wi-Fi module as an AP location; And a server for receiving and storing AP information from the Wi-Fi module and managing the inhabitants location information and AP location information by statistics for each shop customer; and providing the inhabitants public information transmission service system using Wi-Fi and beacons. (Refer patent document 3).

Domestic Patent Publication 10-2016-0089744 Domestic registered patent 10-1710446 Domestic Patent Publication 10-2017-0024591

The present invention utilizes O2O technology to store users (customers) before the visit to pre-visit, seat reservation, location-based service-based work order, automatic coupon transmission through artificial intelligence-based store sales analysis, event registration and management evaluation Its purpose is to provide O2O-based store management and marketing methods that can increase store sales by providing services to attract potential customers and improve customer satisfaction.

O2O-based store management and marketing method according to the present invention to achieve the above object, the order / payment process; Seat reservation process; Including a location-based service (LBS) -based work process, the order / payment process, the store operating server provides the LBS-based store information to the user device while the store and menu that the user wants to use through the store and menu search Providing a user interface input or selection screen for input or selection; Requesting, by the store operating server, payment for a corresponding menu price to a payment server when a menu order and payment request are made through a specific store and menu input or selection at the user device; The store operating server notifies the user device of the payment approval upon payment approval according to the payment request from the payment server, and notifies the store POS terminal of the pre-order completion, and the seat reservation process includes: Providing a user interface input or selection screen for inputting or selecting a seat to be used by a user while providing seat information of a corresponding store to the user device; Notifying, by the store operating server, a seat reservation notification to the store POS terminal when a seat reservation request is made through a specific seat input or selection at the user device; The store operation server includes the step of notifying the seat reservation approval to the user device when receiving the seat reservation approval information from the store POS terminal, the operation process, the store operation server requests the user equipment LBS information to the user Receiving LBS information of the device; Instructing the shop POS terminal about an order menu based on the LBS information of the user equipment received by the shop operating server; And notifying the user device of the completion of the order menu when the store operation server receives the job completion information from the store POS terminal.

Here, the method further includes a coupon transmitting process, wherein the coupon transmitting process includes a store beacon at a store when the store operating server fails to reach a target sales point based on break-even point through analysis of store sales based on artificial intelligence for each store. Transmitting a coupon for a store to a user device located within a predetermined proximity distance; The store operation server may include transmitting a store coupon to a user device.

In addition, the human body sensor is installed in the store entrance or store seats to count the number of seats occupied by the user, the store operating server calculates the unachieved ratio of the target sales based on the sales or occupied seats or sales quantity, The coupon discount rate and the coupon quantity may be increased in proportion to the achievement rate.

In addition, the mobile storage device receives and stores a store coupon from the user device; Requesting, by the store POS terminal, to repay the corresponding menu price to the payment server when the portable storage device requests re-payment according to the menu order through short-range wireless communication with the store POS terminal; Canceling a previous payment approval at the payment server and reapproving the payment by reflecting the coupon stored in the portable storage device; When the store operation server cancels the previous payment approval in the payment server and when the payment is approved according to the re-payment request, the user storage device notifies the user of the previous payment approval and the re-approval approval, and the portable storage device from the store POS terminal. Deleting the reflected coupon according to a deletion request for the coupon; The user device may include updating the held coupon information in response to the coupon information update request according to the deletion of the coupon from the portable storage device.

The method may further include an event registration process, wherein the event registration process includes: registering an event at the store POS terminal; The store operation server may include checking an event setting condition including a store seat occupancy state according to event registration at the store POS terminal, and instructing the store beacon to transmit an event coupon when the condition is satisfied.

The method may further include a management evaluation process after the work process. The management evaluation process may include: providing, by the store operation server, a user interface input or a selection screen for creating a late review according to the use of a store and a menu to the user device; Wow; Evaluating and analyzing the corresponding reviews when the store administration server writes reviews through input or selection of reviews at the user device; The store operation server may include informing the store POS terminal of the sales pattern and the coupon use result together with the evaluation and analysis result.

According to the present invention, using the O2O technology as a store management and marketing method, pre-visit or seat reservation before the visit to the store users, location-based service-based work instruction, automatic coupon transmission through artificial intelligence-based store sales analysis, event registration and By providing a variety of services such as management evaluations, it is possible to increase store sales by attracting potential customers and improving customer satisfaction. In other words, store coupons are stored in a separate storage device, such as a USB memory stick, and the coupons are added to the storage device by adding a non-contact short-range wireless communication function, for example, an NFC communication function. By applying this, not only issuance and portability of the coupon for the store is easy, but also the coupon for the store can be easily applied without having to go through a broadband communication network at the time of payment. In addition, after the application of the coupon by the NFC communication by transmitting the result of applying the coupon to the user device to update the held coupon information of the user, it is possible to continuously manage the coupon for the store.

1 is a conceptual diagram of a complete system for O2O-based store management and marketing according to the present invention.
2 is a block diagram of a store operating server and a database server according to the present invention.
3 is a first flowchart illustrating an O2O-based store management and marketing method according to the present invention.
Figure 4 is a second flow chart showing an O2O-based store management and marketing method according to the present invention.
Figure 5 is a graph for explaining the break-even point in accordance with the present invention.
6 is an example coupon screen according to the present invention.
7 is an example coupon screen according to the present invention.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings. In describing the present invention, when it is determined that the detailed description of the related well-known configuration or function may obscure the gist of the present invention, the detailed description thereof will be omitted.

1 is a conceptual diagram of an overall system for O2O-based store management and marketing according to the present invention, FIG. 2 is a block diagram of a store management server and a database server according to the present invention, and FIG. 3 is an O2O-based store management and A first flowchart showing a marketing method, FIG. 4 is a second flowchart showing an O2O-based store management and marketing method according to the present invention, FIG. 5 is a coupon screen example according to the present invention, and FIG. 5 is a break-even point according to the present invention. 6 and 6 are examples of coupon screens according to the present invention.

O2O-based store management and marketing method according to the present invention by using the O2O technology to the store user (customer) before the visit pre-order, seat reservation, location-based service-based work orders, artificial intelligence-based store sales analysis automatic coupons The technical focus is to provide various services such as transmission, event registration, and management evaluation to increase store sales by improving prospects and customer satisfaction.

As shown in Figures 1 and 2, the overall system for O2O-based store management and marketing according to the present invention is largely user equipment 110, store operating server 120, database server 130, payment server ( 140, a store point of sale (POS) terminal 150, and a store beacon 160, each of which is configured through a communication network such as the Internet, a local area network (LAN), and a value added network (VAN). Can be exchanged.

The user device 110 is used by a store user (customer), which is selected from a typical smartphone or tablet computer and its equivalent including an application processor and a memory for installing an application for utilizing various services related to the store. It may be any one and includes at least one of a wired communication means and a wireless communication means for connecting to a communication network.

For reference, in the present invention, the meaning of a store is a concept including a space and a place such as a restaurant, a cafe, a coffee shop, a beauty salon, a billiard room, a conference hall, a performance hall, an art gallery, and the like. There is no special limitation as long as it is for commercial activity.

The store operation server 120 is a general server computer, and includes at least one of a wired communication means and a wireless communication means for connecting to a communication network, and plays a key role for O2O-based store management and marketing. In other words, the store management server 120 before the store visits to the user device 110 connected to the communication network, automatic coupon transmission, event registration and management through pre-order, seat reservation and real-time LBS information request and store sales analysis based on artificial intelligence In addition to providing services such as evaluation, the store POS terminal 150 provides a service such as an order request and work instructions based on LBS information.

The database server 130 stores and manages various information necessary for O2O-based store management and marketing while interworking with the store operation server 120, the store DB 131, the customer DB 132, the event / coupon DB ( 133).

The store DB 131 stores and manages information such as store location / room / seat, type of industry, menu / price, and customer testimonials, and the customer DB 132 includes demographic information, the number of visits / sales, holding mileage, Store and manage information such as a preference menu, the event / coupon DB 133 stores and manages events, coupon information, industry-specific day marketing information.

The payment server 140 processes the payment approval based on the menu / price when the user orders the menu.

The store POS terminal 150 is installed in a store and receives menu (product) sales information or customer information and transmits the related information to the store operation server 120.

The store beacon 160 is installed in a store as a short range wireless communication module using a Bluetooth communication network technology, and finds a user within a certain radius to enable a coupon, a message transmission, and a mobile payment. These store beacons 160 may be installed in a plurality of stores for indoor positioning.

On the other hand, the store operating server 120 may support the closing of the business through the purchase / distribution of used equipment in the store during the closing of the store while additionally managing the store equipment information.

Now, with reference to Figures 3 and 4 will be described O2O-based store management and marketing method according to the present invention.

O2O-based store management and marketing method according to the present invention, large order / payment process (S110), seat reservation process (S120), location-based service based operation process (S130), AI-based coupon transmission process (S140) ), The event registration process (S150) and the management evaluation process (S160) is made.

First, referring to the order / payment process (S110), while the store operating server 120 provides the LBS-based store information to the user device 110, the user enters the store and menu to use through the store and menu search or A user interface input or selection screen for selection is provided (S111). In other words, LBS-based store information is provided so that a user can easily search for shops around them and select a menu to use more conveniently.

At this time, the store operation server 120 may provide the store information to the user device 110 so that the user can search for the store in the lowest order / rating order / recommendation order / late order / shortest distance order / advertisement order as needed. .

Subsequently, when the store management server 120 requests a menu order and payment through a specific store and menu input or selection in the user device 110, the store operating server 120 requests a payment for the corresponding menu price to the payment server 140 ( S112, S113, S114). That is, a user located outside the store pre-orders and requests a payment to save waiting time.

Finally, when the store management server 120 approves the payment according to the payment request from the payment server 140, the user device 110 is notified of the payment approval and the pre-order is completed to the corresponding store POS terminal 150. Notify (S115, S116, S117). Thereafter, the payment server 140 is settled for the payment amount to the store POS terminal 150 (S118).

Referring to the seat reservation process (S120), the store operating server 120 provides the user device 110 with the seat information of the corresponding store while inputting or selecting a user interface for entering or selecting a seat to be used by the user. A screen is provided (S121). In other words, the seat information of the store is provided so that the user can reserve the seat according to the pre-order.

Next, when the store management server 120 requests a seat reservation through a specific seat input or selection in the user device 110, the store POS terminal 150 notifies a seat reservation (S122, S123, S124). ).

Finally, when the store management server 120 receives the seat reservation approval information from the store POS terminal 150, the user device 110 notifies the seat reservation approval (S125, S126).

Looking at the work process (S130), the store operating server 120 requests the LBS information from the user device 110 receives the LBS information of the user device 110 in real time (S131, S132).

Next, the store operation server 120 instructs the store POS terminal 150 to work on the order menu based on the LBS information of the user device 110 received (S133). That is, in order to complete an order menu such as food according to the time when the user arrives at the store.

Finally, when the store operation server 120 receives the job completion information from the store POS terminal 150, the user device 110 notifies the order menu completion (S134 and S135). That is, the user is informed to take the ordered menu.

Looking at the coupon transmission process (S140), if the store operating server 120 does not meet the target sales based on break-even point through the analysis of store sales based on artificial intelligence for each store, the store beacon 160 to the store The store coupon is transmitted to the user device 110 located within the determined proximity distance (S141). In other words, in order to achieve the target sales of the store, a coupon that induces the use of the store is transmitted to the users within the store's proximity to the potential customer. Break-even point (BEP) is a break-even point, which means that the revenue is when the revenue and the cost are the same as the sales of a period coincide with the total cost of the period. Thus, assuming that the daily breakeven point is W500,000 and the target is W200,000, the daily target sales could be set at W700,000.

In this case, the rate of achievement of the target sales may be calculated based on the number of sales, the number of seats occupied by the user, or the amount of sales, and the coupon discount rate and the number of coupons may be increased in proportion to the calculated rate of incomplete sales. For example, if the unsatisfactory rate is 10% of the target sales, the coupon discount rate is set to 5%, and the number of coupons to be sent is set to 200. If the unsatisfied rate is 15% of the target sales, the coupon discount rate is 7%. The number of coupons to be set and transmitted can be set to 300. In other words, the actual sales decrease gradually in proportion to the increase in the rate of underperformance compared to the target sales, so that the discount rate and the number of coupons are set to be appropriately increased to encourage the user to use the store.

For reference, an ultrasonic sensor or an optical sensor may be installed at a store entrance to detect a user's entrance, or a human sensor such as a pressure sensor may be installed at a store seat to count the number of seats occupied by the user. In addition, without particular limitation, the store coupons may be conveniently transmitted to the user by various social networking services (SNS) or SMS such as Facebook or Twitter, and the user may present the coupon for the store to others.

On the other hand, if all costs incurred in operating the store are divided into fixed and variable costs, the breakeven calculation formula is as follows.

Then, the store operating server 120 transmits a store coupon to the remote user device 110 (S142). That is, in order to achieve the target sales of the store, the coupons for inducing the use of the store are sent to the remotely located users.

When the user presents the coupon at the menu order and payment request, the payment is reflected to reflect the coupon.

On the other hand, in the present invention, it is easy to carry the store coupons transmitted to the user device 110, and can be easily applied at the time of payment, and can be operated to enable continuous management of the store coupons. .

For example, a portable storage device (not shown) such as a USB memory stick is provided with a contactless short-range wireless communication function to receive and store a store coupon from the user device 110, and if necessary, the portable storage device When a request for re-payment according to the menu order is made through the non-contact short-range wireless communication such as NFC communication with the store POS terminal 150, the store POS terminal 150 re-pays for the menu price to the payment server 140. request.

Then, the payment server 140 cancels the previous payment approval and reflects the coupon stored in the portable storage device to process the payment approval.

When the store operation server 120 cancels the previous payment approval from the payment server 140 and also approves the repayment according to the repayment request, the store management server 120 notifies the user of the previous payment approval and the repayment approval. In addition, the portable storage device deletes the reflected coupon according to the deletion request for the coupon from the store POS terminal 150.

Finally, the user device 110 updates the held coupon information according to the coupon information update request according to the deletion of the coupon from the portable storage device.

In this way, the user can be implemented to apply the coupon for the point more convenient during the payment process.

Looking at the event registration process (S150), the event is registered in the store POS terminal 150 (S151). That is, the store operator registers the event using the store POS terminal 150 as needed.

Then, the store operation server 120 checks an event setting condition including a store seat occupancy state according to the event registration in the store POS terminal 150 and transmits an event coupon to the store beacon 160 when the condition is satisfied. Instructing to operate (S152, S153). That is, the event coupon is transmitted in order to induce the use of the store in an empty time when there is almost no store user through the event registration. At this time, when the store seat is full or imminent, the high price menu, the up-sell menu, and the cross-sell menu may be set as the event progress menu.

For reference, based on an artificial intelligence algorithm, real-time coupon sending, event progress, coupon / event type, sending time, coupon discount rate, and the like can be automatically processed. For example, seasonal (spring, summer, autumn, winter), monthly (January to December), anniversary (graduation, admission, vacation, employment, birthday, wedding anniversary, etc.), national holiday (New Year's Day, Section 3.1, Children's Day, etc.), weekdays, weekends, dawn, morning, brunch, lunch, dinner, late night, etc. can be divided into corresponding coupon / event.

Looking at the management evaluation process (S160) that is carried out after the work process (S130), the store operating server 120 to the user device 110, the user interface input or selection screen for creating a late by using the store and menu To provide, and the store operating server 120 evaluates and analyzes the reviews when writing reviews through the user input (1100) through the late input or selection (S161, S162).

Next, the store management server 120 guides the store POS terminal 150 to the sales pattern, coupon use result, etc. together with the evaluation and analysis results (S163, S164, and S165). Therefore, the store operator can conveniently receive various information related to the store operation.

In detail, the store operation server 120 may support the sales by sharing the rating / reputation information when selling the store by data-forming evaluation and analysis information (rating / reputation information) according to the user's reviews.

As described above, according to the present invention, by using the O2O technology, automatic coupon transmission, event registration and the like through the pre-visit or seat reservation, location-based service-based work order, and artificial intelligence-based store sales analysis before the visit to the store users By providing a variety of services such as management evaluations, it is possible to increase store sales by attracting potential customers and improving customer satisfaction.

On the other hand, while the O2O-based store management and marketing method according to the present invention has been described according to a limited embodiment, the scope of the present invention is not limited to a specific embodiment, it will be apparent to those skilled in the art with respect to the present invention. Various alternatives, modifications, and changes can be made within the scope of this.

For example, if the store is a space such as a conference hall, a performance hall, or an art gallery, a rental service may be provided that lends a space through a user's order / payment process and a seat reservation process. have.

Accordingly, the embodiments disclosed in the present invention and the accompanying drawings are not intended to limit the technical spirit of the present invention but to describe the present invention, and the scope of the technical idea of the present invention is not limited by the embodiments and the accompanying drawings. . The protection scope of the present invention should be interpreted by the following claims, and all technical ideas within the equivalent scope should be interpreted as being included in the scope of the present invention.

110: user (customer) device 120: store operating server
130: database server 131: store DB
132: customer DB 133: event / coupon DB
140: payment server 150: store POS terminal
160: store beacons

Claims (6)

As O2O-based store management and marketing method,
Order / payment process; Seat reservation process; Include LBS-based workflows,
The order / payment process,
Providing a user interface input or selection screen for the user to input or select a store and menu that the user wants to use through the store and menu search while providing the LBS based store information to the user device; ;
Requesting, by the store operating server, payment for a corresponding menu price to a payment server when a menu order and payment request are made through a specific store and menu input or selection at the user device;
The store operation server notifies the user device of the payment approval upon payment approval according to the payment request from the payment server and notifies the corresponding store POS terminal of the pre-order completion,
The seat reservation process,
Providing, by the store operating server, a user interface input or selection screen for inputting or selecting a seat to be used by a user while providing seat information of the corresponding store to the user device;
Notifying, by the store operating server, a seat reservation notification to the store POS terminal when a seat reservation request is made through a specific seat input or selection at the user device;
When the store operation server receives the seat reservation approval information from the store POS terminal, and notifying the seat reservation approval to the user device,
The working process,
Requesting, by the store operating server, LBS information from the user device, and receiving LBS information of the user device;
Instructing the shop POS terminal about an order menu based on the LBS information of the user equipment received by the shop operating server;
O2O-based store management and marketing method comprising the step of notifying the order menu completion to the user device when the store operation server receives the job completion information in the store POS terminal. The method according to claim 1,
Further include the coupon transfer process,
The coupon transmission process,
If the store operation server does not meet the target sales based on break-even point through artificial intelligence-based sales analysis by store,
Transmitting, by the store beacon, a store coupon to a user device located within a predetermined proximity distance with respect to the store;
O2O-based store management and marketing method comprising the step of transmitting the store coupon to the user device by the store operating server. The method according to claim 2,
The human body sensor is installed in the store entrance or the store seat to count the number of seats occupied by the user,
O2O-based, characterized in that the store operation server calculates the rate of achievement less than the target sales based on the number of sales or occupied seats or sales quantity, and the coupon discount rate and the number of coupons are increased in proportion to the calculated incomplete rate Store management and marketing method. The method according to claim 2,
Receiving and storing a store coupon from the user device by a portable storage device;
Requesting, by the store POS terminal, to repay the corresponding menu price to the payment server when the portable storage device requests re-payment according to the menu order through short-range wireless communication with the store POS terminal;
Canceling a previous payment approval at the payment server and reapproving the payment by reflecting the coupon stored in the portable storage device;
When the store operation server cancels the previous payment approval in the payment server and when the payment is approved according to the re-payment request, the user storage device notifies the user of the previous payment approval and the re-approval approval, and the portable storage device from the store POS terminal. Deleting the reflected coupon according to a deletion request for the coupon;
And updating, by the user device, the held coupon information according to the coupon information update request according to the deletion of the coupon from the portable storage device. The method according to claim 2,
In addition to the event registration process,
The event registration process,
Registering an event in the store POS terminal;
And checking, by the store management server, an event setting condition including a store seat occupancy state according to the event registration at the store POS terminal, and instructing the store beacon to transmit an event coupon when the condition is satisfied. O2O based store management and marketing method. The method according to claim 2,
After the above work process further includes a management evaluation process,
The management evaluation process,
Providing, by the store operating server, a user interface input or a selection screen to write a late review according to the use of a store and a menu to the user device;
Evaluating and analyzing the corresponding reviews when the store administration server writes reviews through input or selection of reviews at the user device;
The store management server O2O-based store management and marketing method comprising the step of guiding the sales pattern and coupon use results with the evaluation and analysis results to the store POS terminal.

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