RU2343542C2 - System and method for acquisition, storage and processing of loyalty program data - Google Patents

Abstract

FIELD: physics, communication.

SUBSTANCE: invention is related to the field of information technologies and, in particular, to method for making of pay transactions by users of electronic communication mobile devices and computer system for its realisation. According to method, request is sent from user mobile device for registration in loyalty program into processing center, where user is registered and, based on user location, unique identifier of loyalty program is assigned to him or her. Registration data is sent to user mobile device, and in case of purchase - sent to trade terminal, from which foresaid data is sent together with information about purchase into processing center. In processing center bonuses are emitted, bonus points are credited to account or written off. Information about bonuses is sent to user mobile device. Payment for purchase is carried out in sales outlet with bonus points and/or money. In the end of report period accounts are mutually settled among participants of loyalty program.

EFFECT: increase of turnover and sales, reduction of operational expenses, more services in trade and service enterprises.

22 cl, 4 dwg

Description

The invention relates to the field of information technology and, in particular, to a method for making payment transactions by users of mobile electronic communication devices and a computer system for its implementation.

A known system for the receipt, storage and processing of electronic coupons during the operation of a consumer purchasing goods at a point of sale (RF Application No. 2002122749, G06F 17/60, dated 10.10.2004). The system includes a payment terminal, a device for reading barcodes of purchased items of goods and one or more remote information servers, at least one mobile phone belonging to one customer, or at least one unit of auxiliary digital equipment, while the mobile phone is equipped with memory, data and tools, allowing him to communicate with the payment terminal, the specified information server allows sending coupons to receive discounts on a mobile phone, and that the collection and processing of data relating to transactions for the purchase in a shop. The mobile phone and the payment terminal include communication tools, software for calculating and processing data to provide the functions of sending and receiving coupons on the customer’s mobile phone, the exchange of information between the terminal at the point of sale and the mobile phone, storage and updating of data contained in the mobile phone, Interpretation of information related to electronic coupons, collection and processing of data relating to transactions for the purchase of goods.

The disadvantages of this system are the presence of memory, data and tools on a mobile phone that allow communication with a payment terminal, however, these tools are not standard for all models of mobile devices. A payment terminal includes communications between the mobile device and the payment terminal, but these funds are not standard for all types of payment terminals. Thus, requirements are imposed on mobile devices and payment terminals, which significantly reduce the list of models of mobile devices and payment terminals that can participate in this system.

A known method of obtaining, storing and processing electronic coupons for a consumer (RF Application No. 2002122749, G06F 17/60, 10.10.2004) having a mobile phone or auxiliary digital equipment, hereinafter referred to as a mobile device, the mobile device includes means for exchanging data with payment terminal during the purchase operation. Based on the offers of discounts contained in electronic coupons, at least one electronic coupon is received and stored in the mobile device’s memory, codes of items purchased at the payment terminal level are read, a list of coupons stored in the mobile device is transmitted to the payment terminal, or vice versa, the list of purchased items of goods read at the level of the payment terminal is transmitted to the mobile device, the specified list of coupons is compared with the specified list items of goods purchased, and if one or more product names are identified to which or to which one or more discount coupons correspond, the sum of one or several discounts corresponding to the indicated coupons is automatically subtracted from the total purchase amount.

The disadvantages of this method can be called the fact that many coupons (identifiers) are delivered to the phone, and the consumer needs to remember how many identifiers he has on his mobile phone, what types of goods he has coupons for, etc. A mobile device must contain software for processing information on issuing discounts, i.e. the mobile device must contain an operating system that will allow it to install and work with the specified software. Most phone models do not have such an operating system. In addition, in the implementation of this method, coupon holders are given only discounts, i.e. The described coupon program is nothing more than a discount program.

Recognized experts in the field of loyalty programs, such as Yu.V. Vasin, L.G. Lavrentiev, A.V. Samsonov, this type of remuneration (discount) is approved as the least effective. Buyers no longer see the difference between the two stores giving them the same discount, just the discount does not affect the choice of the buyer. The coupon issuer, on its own initiative, cannot be associated with the owner of the mobile device.

There is no possibility for the organizer of the system to influence, on his own initiative, the consumer through a mobile device and influence consumer behavior. The absence of this opportunity severely limits the organizer of the system in the possibilities of stimulating the sale of coupons.

A well-known loyalty program (IE20030145, class G06F 17/60, 2003-07-09), the basis of which is a bonus card. The bonus card is a regular plastic card (either with a barcode or with a magnetic strip) on which the identifier is placed. In this case, the plastic card serves solely as a consumer identifier in the loyalty program. It cannot function as a communication device, such as a mobile phone. Accordingly, the situational interaction of the loyalty program with the consumer of the loyalty program cannot be built. Guaranteed interaction can be built only through mailing lists, which cannot pretend to be efficient. While efficiency is a key point when it comes to timely offering the consumer a loyalty program of a particular service or a product.

The disadvantages of the plastic chip card include the need to update the infrastructure both in the form of a chip card reader and software that transmits information about changing the profile of the card holder online to his personal chip card. Such a function is not incorporated in the popular cash registers (TKT), which affects the cost of implementing such a solution. For cards with a magnetic stripe, the disadvantage is the fragility of the card (the magnetic stripe is easily damaged, and it ceases to be an identifier) and the need to purchase equipment for reading cards with a magnetic stripe. For cards with a barcode, the disadvantage is the minimal level of protection. They try not to use such cards in loyalty programs, as they provide great opportunities for their incorrect use by staff.

The closest analogue can be recognized as a system for storing and processing customer loyalty data (RF Application No. 2002122750, G06F 17/60, dated 08.27.2004). The specified system contains at least one mobile device equipped with a keyboard and belonging to this consumer, and at least one terminal at the point of sale, the mobile device and the terminal are equipped with means for mutual data exchange during the purchase operation. The trading terminal contains means for reading data from a mobile device. The mobile device is equipped with means for storing behavioral data and consumer loyalty information, means for updating these behavioral data and consumer loyalty information depending on data received from the terminal, and means for connecting to said terminal for updating data.

However, the disadvantages of this system are:

- the presence on the mobile device of means for storing and processing behavioral data, information on customer loyalty, means for updating these behavioral data and information on consumer loyalty, means of connecting to the terminal, while these tools are not standard for all mobile devices, and if the mobile is lost the device loses all information about consumer loyalty and its behavioral data;

- the terminal is equipped with facilities for the issue of benefits subject to certain predefined conditions and means for the mutual exchange of data with the mobile device during the procurement process, which is not standard for all terminals.

A known method of storage and processing of customer loyalty data (RF Application No. 2002122750, G06F 17/60, dated 08.27.2004), which can be called the closest analogue of the proposed solution. The specified method includes transmitting from the terminal to the mobile device information about the purchase amount and information necessary to update the behavioral data base and customer loyalty information, updating the specified data, transferring updated data from the mobile device to the terminal, calculating the emission of benefits in favor of the consumer, subject to compliance predefined conditions according to the data relevant to the update.

The disadvantages of this method can be called the fact that the issue of benefits on the cash terminal at the time of purchase is the only preference provided. Before the terminal issues benefits, the purchase data from the terminal must be transferred to the mobile device, where it is processed, and then sent back to the terminal. The ability to process data on a mobile device poses serious requirements for the additional capabilities of a consumer’s mobile device. Most phones do not satisfy this requirement.

There is no way the program organizer can influence the consumer. A program operator cannot influence a consumer through a mobile device and influence consumer behavior.

The task to which the invention is directed is to eliminate the shortcomings of the closest analogue and create an innovative coalition loyalty program

The technical result that can be obtained by carrying out the invention is to increase turnover and sales, reduce operating costs, increase the number of goods and services in trade and service enterprises, as well as increase the consumer loyalty of the program to the trade and service company and program operator.

The specified technical result is achieved due to the system of receiving, storing and processing customer loyalty data, containing at least one consumer mobile device with data storage, one sales terminal at the point of sale at the point of sale with means for reading data from the consumer’s mobile device, means and communication lines, while the system is equipped with a processing center and a settlement bank, and the consumer’s mobile device has the means of storing and presenting a unique identifier The consumer’s ora of the loyalty program and means of exchanging data with the processing center, while the trading terminal has a means of entering a unique identifier of the consumer of the loyalty program and means of exchanging data with the processing center, which has means of exchanging data with the consumer’s mobile device of the loyalty program, means of exchanging data with the trading terminal , means of data exchange with a settlement bank, means of issuing benefits to the consumer of the loyalty program, subject to preliminary observance of certain conditions based on the profile of the registered customer loyalty programs, software data processing means, the settlement bank is equipped with means of communication with the processing center.

And also due to the fact that the unique identifier of the consumer of the loyalty program is made in the form of an alphanumeric combination.

And also due to the fact that the unique identifier of the consumer of the loyalty program has a barcode format and is located in the memory of the consumer’s mobile device.

And also due to the fact that the means of recognition of the unique identification number of the consumer of the loyalty program is made in the form of a barcode scanner of the trading terminal.

And also due to the fact that the data processing software of the loyalty program is made with the possibility of registering new consumers of the loyalty program.

And also due to the fact that the data processing software of the loyalty program is made with the possibility of processing consumer profiles of the loyalty program and the formation of relevant reports and messages.

And also due to the fact that the software for processing the data of the loyalty program is implemented with the provision of calculating the corresponding number of bonus points and charging them to the consumer account of the loyalty program.

And also due to the fact that the software for processing data of the loyalty program is implemented with the provision of calculating the corresponding number of bonus points and debiting them from the consumer account of the loyalty program.

And also due to the fact that the data processing software of the loyalty program is configured to generate clearing reports for participants of the loyalty program.

And also due to the fact that the data processing software of the loyalty program is made with the possibility of ensuring the drawing of prizes and quizzes for consumers of the loyalty program.

And also due to the fact that the data processing software of the loyalty program is made with the possibility of generating a unique offer to the consumer of the loyalty program based on the location data in the space of the mobile device of the consumer of the loyalty program.

And also due to the fact that the data processing software of the loyalty program is made with the possibility of taking into account the opinions of consumers of the loyalty program regarding the participants of the loyalty program.

And also due to the fact that the data processing software of the loyalty program is configured to issue mobile coupons for consumers of the loyalty program to receive preferences in trade and service enterprises.

And also due to the fact that the data processing software of the loyalty program is made with the possibility of identifying and rewarding the sources of information about the loyalty program, which was used by the consumer of the loyalty program when connected.

And also due to the fact that the data processing software of the loyalty program is made with the possibility of forming and conducting newsletters among consumers of the loyalty program.

The specified technical result is achieved due to the method of obtaining, storing and processing customer loyalty data, including transferring data from a mobile device to a trading terminal, calculating the issue of benefits in favor of the consumer, subject to the pre-established conditions, while sending a request for registration in the loyalty program from the consumer to the processing center, they assign to the consumer a unique identifier of the consumer of the loyalty program, send to the consumer’s mobile device registration data, transfer to the trading terminal the registration data of the consumer of the loyalty program from the mobile device when buying at the outlet, send registration data along with the purchase information to the processing center, process the information received by the processing center, and issue benefits based on pre-established rules, transmit information from the processing center on the issued benefits to the trading terminal and the mobile device of the consumer of the loyalty program, At the end of the reporting period, they offset the funds between the participants of the loyalty program at the processing center and the settlement bank, with the provision of the right to use the services of the loyalty program to the consumer of the loyalty program.

And also due to the fact that the request for registration in the loyalty program is carried out from the consumer’s mobile device by sending an SMS message to the service number of the loyalty program.

And also due to the fact that the request for registration in the loyalty program is carried out from the consumer’s mobile device by sending a USSD message to the service number of the loyalty program.

And also due to the fact that the request for registration of the consumer in the loyalty program is carried out from the website of the loyalty program.

And also due to the fact that the request for consumer registration in the loyalty program is carried out from the WAP website of the loyalty program.

And also due to the fact that the request for registration of the consumer in the loyalty program is carried out from the I-mode site of the loyalty program.

And also due to the fact that the request for consumer registration in the loyalty program is carried out through the voice IVR customer service of the loyalty program.

And also due to the fact that confirmation of the deduction of bonus points from the bonus account of the consumer of the loyalty program is carried out by sending an SMS message to the service number of the program operator.

And also due to the fact that confirmation of the deduction of bonus points from the bonus account of the consumer of the loyalty program is carried out by sending a USSD message to the service number of the program operator.

And also due to the fact that the confirmation of the deduction of bonus points from the bonus account of the consumer of the loyalty program is carried out through the voice IVR customer support service of the loyalty program.

And also due to the fact that the issuance of benefits is carried out in the form of accrual and / or deduction of bonus points of the consumer of the loyalty program when paying for a purchase and / or service at a point of sale with bonus points and / or money.

And also due to the fact that when confirming the deduction of bonus points from the bonus account of the consumer, the loyalty program informs a secret PIN code.

And also due to the fact that the reading of the unique identifier of the consumer of the loyalty program located on the mobile device is carried out by means of a barcode scanner of the trading terminal.

And also due to the fact that data transmission between the trading terminal, processing center, consumer’s mobile device and settlement bank is carried out through a network of information servers.

And also due to the fact that the issuing of benefits to consumers at the time of purchase at the outlet is carried out taking into account discounts on purchased goods and services.

And also due to the fact that the service of the loyalty program is carried out through identification at the entrance to the outlet with the possibility of obtaining a unique selling proposition from this outlet.

And also due to the fact that the service of the loyalty program is carried out by sending a loyalty program to the consumer of a unique trading offer based on determining the location in space of the consumer’s mobile device.

And also due to the fact that the service of the loyalty program is carried out through the participation of the consumer of the loyalty program in prize draws and quizzes of the loyalty program with the possibility of interacting with the processing center of the loyalty program according to pre-established rules.

And also due to the fact that the service of the loyalty program is carried out by taking into account the views of the consumer about the participants of the loyalty program in the processing center of the loyalty program.

And also due to the fact that the service of the loyalty program is carried out by issuing mobile coupons for consumers of the loyalty program to receive preferences in trade and service enterprises.

And also due to the fact that the service of the loyalty program is carried out by means of newsletters to consumers of the loyalty program.

And also due to the fact that they accrue remuneration to information sources that contribute to connecting new consumers to the loyalty program.

The invention is illustrated by drawings, where figure 1 shows a diagram of a coalition loyalty program; figure 2 shows a diagram of the purchase at the point of sale and the accumulation of bonus points; figure 3 shows a diagram of the purchase at the point of sale for bonus points; figure 4 shows the scheme of netting between banks and the operator of the program.

In this definition of the essence of the claimed technical solution, the following interpretation of the terms is implied.

13 million cities

Moscow, St. Petersburg, Novosibirsk, Nizhny Novgorod, Yekaterinburg, Samara, Omsk, Kazan, Chelyabinsk, Rostov-on-Don, Ufa, Volgograd, Perm. The total estimated population of these cities is 30 million people.

Program consumer, consumer, user

An individual registered in the program and received a personal identifier in the program.

Login

Granting certain powers to the consumer of the program to perform certain actions.

Bonus, bonus points

When purchasing goods / services at a trade and service enterprise, program participants and consumers accumulate bonuses equivalent to a percentage of the purchase amount in their bonus accounts in the program. For bonus points, the consumer of the Program in TT can purchase affordable goods and services. Bonus points are not redeemable for cash equivalents. Each consumer of the Program has a personal bonus account on which bonus points are stored.

Bonus account

The program’s consumer account, open and maintained in the program, which reflects the movement of their bonus points.

Customer interaction with the program, consumer activity within the program

Communication between the consumer of the program and all subjects of each of the program participants, including the consumption process in the TSP.

Types of communications

Communication option, characterized by the composition of the program participants involved in communication.

Dialogue, communication

This is an appeal of one subject of the program to another, aimed at a mutually beneficial exchange of information and not involving a specific reaction on his part.

Emerging Consumer Need

The needs of consumers that they are not aware of. When TSP provides new, demanded consumer life objects for a certain group of consumers, these needs become existing.

Identifier, personal consumer identifier

Unique identification (registration) number (digital or alphanumeric code), customer registration data in the Program.

Identification

Definition of the consumer of the program based on the personal identifier of the consumer in explicit form or in one or another encoded form.

Impulse communication

Communication initiated by the consumer of the program.

Interactive needs

The acquisition by the consumer of an object of consumer life, which became possible as a result of communications within the program.

User program interface

Standardized consumer access to communication channels. Access to the interfaces is via personal digital devices.

Direct communication channels

“Live” communication, in which the adequacy of the perception of information is controlled, for example, the dialogue between the consumer and the personnel of the TSP in the checkout area.

Customization

Development of unique products / services from the TSP, program participants, at the request of consumers;

Consumer quality in the program

Consumer shopping and communication stories with the program, part of the consumer profile. The consumer quality factor is used by the program operator to evaluate the effectiveness of interaction with the program and the 4CITY program as a whole.

Coalition Loyalty Program

Loyalty program, combining 2 or more TSPs.

Communication channels

Various channels of information transfer between program subjects, including direct communication channels.

Communication

Messaging and / or dialogue between program subjects through communication channels.

Latent consumer needs

The needs recognized by the consumer that he cannot satisfy in the TSP due to the lack of the required objects of consumer life.

Communication line

Technical devices and physical environment for data transmission.

Customer loyalty

Stable emotional connection of the consumer with the TSP, which, in turn, leads to an increase in the size of the average check and the range of goods and services purchased by the buyer in these TSPs.

Instant communication

Communication between the subjects of the program and the consumer, in which the message addressed to the consumer is formed on the basis of a change in his profile, which occurred as a result of consumer activity in the program that caused this communication.

Instant Win

The mechanics of the quiz is that the quiz participant after a certain action (or set of actions) instantly learns about the results of the quiz and, in case of winning, immediately receives it.

Media channel

A medium or unit of media that unites a specific audience. Media channels can be present in any media environment.

Media Code

A unique text message transmitted from the consumer’s personal mobile device to the service number of the mobile operator and received by the data center of the program operator. It allows you to unambiguously determine through which media channel the consumer received a message that led to his positive decision.

Media partner

A company engaged in publishing and providing media services that has one or more media channels.

Media environment

This is a sphere that, through the mediation of mass communications (print, radio, TV, video, cinema, mobile channels, the Internet, etc.) connects a person with the outside world.

User, consumer registration mechanism

The mechanism for accounting for the arrival of new program consumers, the formation of personal consumer identifiers for them.

Communication mechanics, communication process

Continuous interaction of participants, sequence of messages and used communication channels.

Mobile Map

Personal identifier of the consumer of the program in the form available for transfer to the consumer’s mobile device and in the format available for reading the TKT. Today it is a barcode.

Mobile device

A special case of a personal digital device, a characteristic feature of which is the ease of movement and the amount of time that the device is with the consumer. Today it is a laptop, smartphone, PDA, communicator, mobile phone.

The object of consumer life

Goods, services, entertainment, service, maintenance, etc., that are acquired by the consumer in the TSP during consumption.

Program Operator, Operator

The organizer of the loyalty program, ensuring its functioning within the given framework and developing the program. The functions of the operator include issues of organizational, marketing and technical support of the program and its participants. Including the fulfillment of program obligations to the TSP, communication with consumers and the connection of media partners.

Mobile operator

A company that provides mobile services to individuals.

Personalized communications

Communications between the program subjects and the consumer, the communication mechanics of which take into account the profile of the consumer to whom the message is addressed.

Personal digital device

PC, laptop, smartphone, communicator, phone, regardless of the location of the consumer.

Billing transaction

The set of operations of the online interaction of the consumer of the Program with the processing center when making a purchase using a mobile card.

Consumer Benefits

Customer interaction with the program, which immediately and / or in the long term lead to an increase in the capitalization of the program operator.

Preference, provision of preferences, emission of benefits

The benefits are both material (including bonuses), and emotional, received by consumers as a result of interaction with the program.

4CITY program

An innovative coalition loyalty program using mobile technologies based on a loyalty program developed by the authors.

Loyalty program

This is a complex set of material and emotional motivational factors, as a result of which a stable emotional connection between the consumer and the company is acquired. The programs make it possible to build trade and service enterprises (TSPs) with their customers on a permanent basis, the goal of which is to increase the revenue of TSPs, which leads to improved predictability in the development of the company, its turnover and market capitalization.

Software, Software

A set of programs that provide processing or data transfer.

User, consumer profile

Structured consumer information. The source of information can be the consumer himself by entering it through any device interacting with the consumer program interface. Also, the source of information is consumer activity within the framework of the program, which automatically enters the data center.

Consumption process

The sequence of actions carried out by the consumer in order to meet the needs.

Service number

The number allocated by the mobile operator to the operator of the program for communication with the consumer of this operator by sending consumers an SMS message to this number.

Message

This is an appeal of one subject of the program to another, with the aim of stimulating the necessary reaction from the latter.

Communication tools

Technical means allowing devices to exchange information using communication lines.

Existing customer needs

Needs for which, according to consumers, satisfactory solutions already exist. In other words, the TSP contains the required objects of consumer life.

Consumer Identity Reader

The device installed on the TKT, allowing to recognize the personal identifier of the consumer, encoded in a certain way and placed on one of the personal digital devices or on another identifier medium.

Point of sale, TT

Part of the TSP marketing. Has a room, staff, checkout area, TKT, etc.

Trade and cash terminal, trading terminal, TKT

An electronic device (computer), which in TT performs the functions of a cash register, a goods accounting system, a help system, etc. Using a connected reader, a personal consumer identifier can identify the consumer of the program and send an authorization request to the data center.

Trade and service company, TSP

A retail market entity that has contracted with a program operator to participate in the 4CITY program and provides preferences to consumers of the program.

Program participants, program subjects

Individuals and legal entities engaged in interaction, communication within the program.

Operator data center, processing center

Data center, processing center, specialized computer center, which is the technological core of the program. The data center operates in a mode of constant availability (24 × 7 × 365), guaranteed to process in real time an intense transaction flow.

Currently, in standard systems and methods for obtaining, storing and processing customer loyalty data, loyalty programs use traditional methods of interaction with both potential and real consumers. For example, to attract and connect consumers, a promotional staff is hired, which is placed in supermarkets and distributes questionnaires to fill out. Further, the promotional staff collects the completed questionnaires and either immediately gives out plastic cards, or plastic cards are printed and sent by mail after a while.

In the claimed invention, it is proposed to use a mobile device as a carrier of a unique identifier of a consumer, and thereby the infrastructure barrier is removed, because To obtain a unique consumer identification number in the loyalty program, it is enough to send a request from your mobile phone and in return receive this number. Those. for trade and service enterprises there is no need to issue plastic cards and promotional staff, which should distribute them in exchange for questionnaires.

Due to the fact that the unique identification number of the consumer of the loyalty program is a number and delivered to the mobile device in an SMS message, the following requirement is presented to the mobile device of the consumer of the loyalty program: the ability to receive and send SMS messages. This requirement is standard for all mobile devices (mobile phones, smartphones, communicators). As a result, consumers of a loyalty program can potentially become all owners of mobile devices of any manufacturers and models.

On the consumer’s mobile device, only the unique identifier of the program’s consumer is stored; accordingly, no additional software is required to make purchases at trade and service enterprises and enter into interaction with the program operator.

The minimum requirements for a consumer’s mobile device loyalty programs are formulated as follows:

- the ability to receive and transmit speech;

- the ability to receive and send SMS messages.

All mobile devices meet these requirements.

The consumer of the loyalty program needs to store only a unique identification number on a mobile device. All consumer information is stored in the processing center of the program operator and is associated with a unique identification number. Thus, the consumer of the loyalty program for each specific case of obtaining preference or identification must use one unique unique number of the consumer of the loyalty program, which is very convenient.

Due to the fact that all information on consumers of the loyalty program is located in the processing center of the operator of the loyalty program, it is enough for the consumer, when changing the mobile device, to renew his unique identification number on the mobile device (if the phone number has changed, you need to change the mobile phone number in the processing center of the program operator corresponding to the unique number of this consumer in the program).

Thus, reinstating a loyalty program membership is a simple and painless procedure.

The unique consumer identification number in the loyalty program is a number that can be manually entered into the trading terminal, or if the unique identification number is encoded in a barcode and placed on the screen of a mobile device, then consider a trade barcode scanner connected to the trading terminal.

Thus, non-standard requirements are also not imposed on the trading terminal.

As a result of this, the connection of new outlets is significantly cheaper, in comparison with other loyalty programs. At the same time, the remoteness of the trade and service company from the program operator does not matter; in the trade and service company, only the presence of communication channels and trading terminals at the point of sale is necessary.

The processing center, owned by the program operator, is the processor of all transactions coming from terminals installed at points of sale. The whole logic of issuing benefits, interacting with the consumer of the loyalty program, accruing bonus points to the account of the consumer of the loyalty program or debiting from the account is located in the processing center of the operator of the loyalty program. Thus, the trading terminal is nothing more than a device sending a request with the source data and receiving a response with the result of processing the source data.

Consequently, the requirements for trading terminals in this regard are minimal and consist in the need for the availability of data exchange facilities with the processing center of the operator of the loyalty program.

For each action within the loyalty program, the consumer of the loyalty program receives a certain amount of bonus points. If this action is the purchase of goods, then the consumer of the program receives bonus points in the amount of a certain percentage of the purchase price to his bonus account, but if this action, for example, participation in SMS voting, the consumer receives a fixed, predetermined amount of bonus points. Thus, bonus points effectively stimulate consumers of the program to perform actions within the program.

Bonus points allow merchants not to participate in “price wars” with other merchants, as For the buyer, receiving bonus points that he can spend on goods and services is psychologically more interesting preference and privilege than receiving a discount in the same amount. The absence of “price wars” for a trade and service company means an increase in the profit of the trade and service company, which entails an increase in the quality and quantity of goods and services offered by the trade and service company to customers.

The fact that the system and method of obtaining, storing and processing consumer loyalty data of the loyalty program developed by the authors includes several trading and service enterprises that provide consumers with goods and services in different directions (not overlapping), which makes it possible to call the coalition loyalty program. The coalition of the loyalty program proposed by the authors allows us to provide consumers of the loyalty program with a wide range of goods and services that would not be available if the loyalty program covered only one trading and service enterprise. Thus, the consumer of the loyalty program can purchase goods and services, and therefore, accumulate bonus points in one sales and service company, and spend earned bonus points in another or in the same. This fact significantly affects the increase of interest and loyalty of consumers of the program to the program and the trade and service enterprises included in it.

Unlike similar services and programs that build communication with consumers via mobile phones, any consumer of a mobile operator with a display phone can use a mobile card of the loyalty program developed by the authors. Thus, the potential audience of the system is 28.5 million people, which is equal to 95% of the population of 13 million cities in Russia.

To write off bonus points from the personal account of the consumer of the loyalty program, confirmation is required, sent from a mobile device belonging to this consumer.

Thus, the consumer of the loyalty program always finds out about an attempt to deduct bonus points from a personal bonus account, and if the deduction was initiated with the consent of this consumer, the consumer can confirm the deduction from his mobile device, otherwise the deduction of bonus points will not occur.

None of the existing loyalty programs are able to build instant communication with the consumer, whose messages are based on current activities and / or purchase.

Due to the fact that a mobile device is used as a carrier of a unique identification number of a consumer in the loyalty program, which means that the mobile device is always with the consumer at the time he acts in the loyalty program, the program operator can interact with the consumer of the program through this mobile device, based on including information on consumer actions in the program, which instantly enters the processing center of the program operator.

Considering that all communications, except for primary consumer identification, are built between the consumer’s mobile device and the processing center of the program’s operator, changes to the communication logic can be made quickly and easily.

- centrally

There is no need to reconfigure TKT and the servers of each trade and service company participating in the program when changing the mechanism of communication with consumers. This is done in the processing center.

- flexibility

The loyalty program is constantly being modified and is not able to achieve a stable position close to the “ideal” program. This is primarily due to constant changes in the socio-economic life of consumers, as well as to many external, uncontrolled factors, such as advertising, new values, the disappearance / appearance of new / old goods / services. All this leads to the need for constant modification of both the preferences provided to the consumer, and the mechanics of communications. All this is done in the processing center and does not require the replacement of any funds from the consumer of the program and in the trade and service enterprise. If the loyalty program is built on plastic cards, to change preferences you need to update all cards, which is possible only if you make a purchase and pre-update each terminal. The mechanics of communications are generally difficult to modify in popular programs and do not provide the opportunity to get quick tests on new types of communications to make a decision on their distribution to the entire consumer base.

- Low investment risks

From the previous two paragraphs it is clear that the investment of a sales and service company in a loyalty program has low risks, in comparison with analogues. This is due to the possibility of flexible modification of the loyalty program developed by the authors.

According to the practice of using various marketing tools and research, personalized communications, the messages of which depend on the information about the user’s profile, are the most effective in terms of contact / positive ratio. Moreover, this type of communication is used, first of all, to maintain relations with existing customers due to the inability to build personal communications on the basis of the collected information about the client in another way. The only analogue of personal communications that allows you to interact with a potential customer before his active action (buying / receiving a loyalty card) is the direct impact of promoters who can evaluate the user profile and adjust their messages in the process of communication. But this method cannot be used for sales of goods and services of daily demand due to the presence of a large expenditure side.

The loyalty program, developed by the authors, allows you to emulate direct impact and dialogue with the consumer by overlaying information about the consumer profile, which is updated during each consumer interaction with the program, on the marketing tasks of the TSP. Thus, through technological penetration into the consumer’s space by integrating the identifier of the loyalty program and a mobile device, which is a communicator and constantly located with the consumer, it is possible to build the most effective and low-cost personalized communications that are not available in any other way without involving promotional personnel as a “communicator”.

The consumer of the loyalty program can satisfy their needs with the help of the program in various situations. A single infrastructure allows you to always issue messages to the consumer, taking into account the communications that have taken place in each media environment. Interactive customer satisfaction can occur through a PC, laptop, smartphone, communicator, telephone, regardless of its location. Also in this list you can include the staff of TSP outlets, which also receives the current user profile and relevant messages for this user in real time from a single processing center of the program operator.

Identification of the consumer, which can occur not only at the time of purchase, but also in other situations that are aligned with a particular TSP:

- Information

Location - does not matter. The basis for impulse communication is the previously indicated interest in specific information of TSP and its availability there.

- local

Location - within the specified radius of the TSP outlet. The basis for impulse communication is the previously indicated desire to receive information about a nearby retail outlet and, possibly, the presence in it of the required object of consumer life.

- Situational

Location - TSP outlet. The basis for impulse communication is the previously indicated desire to receive special, personal offers / preferences and / or desire / status compliance in the loyalty program, personalized communications with staff.

- Impulse

Location - a sales outlet next to a product / service marked with a special sign. The basis for impulse communication is a request from the consumer to receive information about a possible special, personal offer / preference.

- cyclic

Location - point of sale, after paying for purchases on TKT.

The basis for impulse communication is the consumer profile in the loyalty program, including the current purchase. In this communication, the consumer is informed about the proposals that he can accept, so that the next time he visits the store, his consumption process will be even more convenient, more useful and more profitable.

The loyalty program developed by the authors, unlike loyalty programs that use plastic cards as an identifier, allows you to build the distribution of mobile cards of the program according to the partnership principle and pay the media partner a fee for the number of distributed mobile cards, taking into account the “quality” of the consumer in the program, based on his shopping history and communications. The partnership scheme in the distribution of mobile cards of the loyalty program has become possible due to the use of personal mobile devices for ordering and storing mobile card data. In the case of ordering a mobile card with the participation of a media partner, it is necessary, using a mobile device, to send the media code posted by the media partner in its media channel to the program operator. This will allow you to determine the source of information (media partner), which was decisive in the decision-making by the consumer, and pay the “source” (media partner) a fee.

Thus, media partners are interested in distributing unique numbers of program consumers, and therefore, are interested in distributing the loyalty program developed by the authors.

One of the advantages of the claimed system and method of the loyalty program over peers is the ability of the TSP to use a variety of mobile marketing tools, such as coupons, invitations, voting, quizzes, content distribution, etc., in solving marketing problems lying outside the loyalty program. The program tools allow you to test the effectiveness of media channels and creative concepts. The ability to integrate solutions to these problems on the basis of one solution allows the TSP to obtain a synergistic effect.

The inventive system and method has many possibilities for stimulating and encouraging active consumer actions aimed at connecting new consumers and / or increasing the frequency of purchases, the average check for existing ones. Stimulation occurs in one of the following ways, each of which is used in the program in parallel:

- Ideological

The loyalty program developed by the authors carries a powerful social charge: the phone as a control panel for the consumer part of life, the program as a tool for forming a mature consumer society, the appearance of which will affect not only the life of a particular individual consumer, but also the development model of Russia as a whole.

- material

Any useful actions of the consumer in the program that in the short term lead to a predictable increase in the turnover of the program are rewarded. Bonuses and the opportunity to participate in unique sweepstakes are used as a reward.

- Status

Any useful actions of the consumer in the program lead to a change in the status of the consumer in the loyalty program. Thus, assistance to the operator, TSP and other consumers is rewarded by improving the consumer’s place in the information and service grid and leads to more exclusive information, services within the program and preferences from TSP.

None of the popular loyalty programs considers mutually beneficial communications between consumers of the loyalty program as a service demanded by these consumers, increasing their loyalty to the program and the participating TSPs. In the loyalty program developed by the authors, not only mutually beneficial communications between the consumer and the TSP are rewarded, but also communications between two or more consumers. The motivation for such interactions can be the need for expertise of another consumer who has already purchased a product and / or service. Also, after a consumer purchases a product / service and satisfaction from this purchase, the consumer has the opportunity to recommend the product / service to other consumers and, in the case of subsequent purchases, receive a reward.

Independent formation of consumer groups with a single motivation, similar profiles, interests and needs. Formation of a group, united by common interests and recognized latent needs, and their subsequent communication with the program operator, in order to stimulate him to connect a specific TSP that meets the group’s general need and / or impact on the existing TSP of a program participant, with the aim of stimulating him in taking measures to meeting the latent needs of the group.

In the inventive method, in the case of achieving the desired status of a consumer in the information and service network, he gets the opportunity to join with other consumers for joint purchases of any product and / or service. Organization of the procurement process lies entirely with the group and occurs without the participation of the operator. TSPs may offer the program goods / services for wholesale. Consumers can also initiate the approval of a product / service as possible for wholesale.

Modern management and marketing are able to provide constant and operational changes in business models, personnel management techniques, assortment of goods / services and so on. At the same time, customization of the business leads to the emergence of competitive advantages, to success. Thus, the primary task of the TSP is to have information about the profile of its client, its latent and emerging needs. Latent needs are satisfied by making a decision on the appearance of new goods / services on the consumer side, the initiators of which are consumer groups. The loyalty program developed by the authors allows you to track changes in customer preferences and make decisions on the side of consumers in view of the technical means used in the method.

The emerging needs can only be met by a thorough analysis of the database containing information about each consumer. The advantage of the claimed system and method in meeting the emerging needs is to operate with the most relevant and comprehensive information about the consumer, as well as the possibility of its quickest replenishment through interactive, mutually beneficial communications. And also in the fact that the boundaries in communications are expanding and the emphasis is shifting towards mutually beneficial interaction between consumers, as a result - the formation of consumer groups and their mutually beneficial interaction with TSPs participating in the program. The ability to manage the consumer part of life puts emphasis on the emotional preferences received by the consumer. Increasing customer loyalty to participating enterprises is achieved through a combination of marketing initiatives of the Program Operator and participating enterprises. Maximizing efficiency comes from the most favorable conditions for direct marketing, personalized, two-way communication between the consumer and the participating company.

The frequency of purchases is a consequence of customer loyalty to the program and to each of the participating enterprises. In addition, the development of consumer activity affects the frequency of purchases. The task of the Operator is through communication with the consumer to motivate him to additional, demanded purchases. As a tool, informing the consumer about the offers of nearby TSPs is used.

The increase in the average check is a consequence of an increase in the motivation of the TSP service personnel, as well as the identification of the consumer at the entrance to the TSP by scanning unique graphic information from a mobile, digital consumer device. The consequence of this is the receipt of personalized information about the required goods / services, including additional preferences.

Consumer loyalty to the program and motivation schemes (including a “family bonus”) aimed at encouraging consumers to connect new members will allow the Program Operator, without additional advertising budgets, to attract new consumers to the program and, as a result, new customers of participating enterprises.

The implementation of the inventive system and method of the loyalty program is illustrated by a non-exhaustive example of the coalition discount-bonus loyalty program 4CITY.

EXAMPLE

Connecting the consumer to the program

Each subscriber of a mobile operator can become a consumer of the 4CITY Discount-Bonus Program and take advantage of all its advantages. There are no age or other restrictions for joining the Program. For this, the subscriber of the mobile operator must receive a unique identification number of the consumer of the loyalty program and, if desired, a mobile card (picture containing a barcode placed on a mobile device) on his mobile device. The process of getting a number is very simple; the mobile operator’s subscriber must send an SMS message to the 4CITY Program short service number. This SMS message must contain the media code of the media partner. In response, the subscriber of the mobile operator will receive an SMS message that will contain a unique identification number of the consumer of the loyalty program, and certain points will be awarded to the media partner whose medical code was indicated in the SMS message. After that, the process of connecting to the program is considered completed.

Accumulation of bonus points

The main way to accumulate bonus points is to purchase goods and services for money in the TSP. The consumer, being near the trading terminal, presents a unique identification number (possibly a mobile card). If the consumer presents a mobile card, then it is read by a barcode scanner from a mobile device. The consumer is awarded bonus points in an amount equal to a certain percentage of the cost of the purchased goods or services, at the rate of 1 ruble = 1 bonus point. For example, if the cost of the goods is 100 rubles, and the percentage is 5%, then the consumer will be credited with 5 bonus points at the time of purchase, to his bonus account.

The process of making a purchase at a point of sale and accumulating bonus points is illustrated in FIG.

Using bonus points

Each product or service in the TSP-program participants, in addition to the cost in rubles, has a value in bonus points. In order to purchase such goods or services, it is necessary that bonus points in the amount equal to the value in bonus points of purchased goods or services be written off from the personal account of the consumer of the loyalty program. To do this, at the time of purchase, the consumer of the loyalty program must present their mobile device with an identifier placed on it. The processing center of the loyalty program will identify the consumer and, after the consumer confirms the removal of bonus points (possibly with a secret PIN code), it will allow you to write off bonus points.

The process of making a purchase for bonus points at the point of sale is illustrated in FIG.

Clearing

Once in the reporting time period, funds are offset between the banks serving the TSP and the Program Operator (guarantor bank). In the process of offsetting, funds are credited to the account of the Program Operator: for using the Program, money that reinforces bonus points of consumers and to the account of Banks serving TSPs: money that reinforces bonus points of consumers.

The clearing process is illustrated in FIG.

Getting discounts

The consumer of the loyalty program, at the time of making a purchase in some TSPs, has the opportunity to receive a discount on a product or service.

Participation in prize draws and quizzes built on the principle of “instant win” (Instant Win)

The consumer of the loyalty program, in accordance with the terms of the competition, enters into communication with the program operator and immediately learns about the results of the draw.

Drawings can be carried out by the program operator, TSP and media partners.

The following conditions can serve as an example of a contest: a program participant can send an SMS to a short number; in SMS, it is necessary to indicate (guess) a certain “hour number” that the system makes up. Number from 0 to 1000. If you guessed it, then immediately win in the form of accruing bonuses on your personal account.

Management of the possibility of communication with the operator of the Program based on the location (LBS) of consumers of the Program

The consumer of the loyalty program can subscribe (or unsubscribe) to the services provided by the operator of the Program, based on the location of the consumer LBS (Location-Based Service). For example, a consumer of a program can order services in which a message containing information about nearby (to the consumer’s location) catering facilities where a business lunch costs less than 100 rubles will be sent to his mobile device.

Assessment of the quality of work of program participants

The consumer of the loyalty program, having entered into communication with the operator of the Program, can evaluate the work of a program participant, the quality of supermarket parking or the quality of the Call center. Available communication channels:

1) the website of the program operator;

2) WAP-site of the program operator;

3) SMS request to the program operator;

4) hotline;

5) USSD request to the program operator;

6) IVR service;

7) info kiosk;

8) I-mode-site of the program operator.

For example, you can go to the site, or call the hotline, or send an SMS in which to comment on the work of a particular employee, a particular store.

Ordering a coupon for obtaining preferences and receiving preferences for a coupon

The consumer of the loyalty program has the opportunity to order a coupon for receiving preferences in the TSP on his phone. The coupon is an SMS message containing information about the place, time of receipt and the nature of the preference. To order a coupon, the consumer of the Program must send an SMS message with the appropriate code to the short number of the Program.

Available communication channels for ordering a coupon:

1) the website of the program operator;

2) WAP-site of the program operator;

3) SMS request to the program operator;

4) hotline;

5) USSD request to the program operator;

6) IVR service;

7) info kiosk;

8) I-mode-site of the program operator.

For example, to order a ticket for an event (concert, performance, etc.), the consumer of the loyalty program needs to send an SMS message containing the index of the event. After that, an SMS message will be received confirming the reservation and payment of the ticket. To get to the event, the consumer must come to the address indicated on the ticket and present a mobile card (personal identifier of the consumer) at the time indicated on the ticket (SMS message). After authorization of the presented mobile card, consumers will be allowed to attend the event.

Authorization at the entrance to the TT

The consumer, upon entering the TT, can carry out the authorization process. To do this, he must present a mobile card on the screen of his mobile phone to a special terminal (scanner). Consumer data is transmitted to the Program Operator, who can respond by communicating with this consumer.

For example, at the entrance to the TT, a large panel may hang on which the name of the buyer who entered the store will be written. And the Program will be able to offer the consumer the most profitable purchases in this TT, taking into account the existing needs of this consumer.

TT employee performance assessment

On the uniform of each TT employee, in addition to the media code, information should be offered that offers the consumer a loyalty program to evaluate the work of this employee. To evaluate the loyalty program consumer, it’s enough to send a code corresponding to the good or bad work of this employee (these codes are located on the employee’s uniform).

Assessment of the location of goods inside the TT

In special places, in the TT, there is information urging the consumer of the program to give their opinion on the convenience of the location of goods inside the TT. To do this, it is enough for the consumer of the program to send a message containing a code corresponding to the good or bad location of the goods.

Program Advice

When connecting to the Program, the mobile operator’s subscriber can indicate the mobile phone number of the existing registered consumer of the loyalty program who advised him to connect as a media code. As a result, the consumer of the loyalty program, whose number was indicated in the SMS message, will receive a certain amount of bonus points. This increases the number of consumers who have joined the loyalty program on the advice of friends.

Program Newsletter

The Program Operator collects news and information about promotions and special offers from TSPs, prepares its own news, information about promotions and special offers, and once in a certain period of time makes newsletters to signed consumers of the loyalty program.

When connecting to the program, the consumer without fail begins to receive all the Operator's news (using appropriate communication channels for this) + TSP news.

The content of newsletters is divided into topics.

Communication channels through which news is distributed:

1) e-mail;

2) delivery of SMS messages to the phone;

3) Internet publications, including the site of the program operator;

4) WAP-site of the program operator;

5) I-mode site of the Program operator;

6) printed presentation materials and publications;

7) hotline;

8) IVR service;

9) info kiosk.

Thus, the consumer of the loyalty program always remains at the center of events occurring in the Program and outside it.

The consumer of the loyalty program can change the distribution parameters, up to a complete rejection of it.

Communication with the consumer at the time of purchase in the TSP

The Program Operator may enter into communication with the consumer of the loyalty program at the time the consumer purchases in the TT. The Program Operator, on the basis of the consumer’s check of the program, can offer this consumer to purchase goods that are most often purchased with those goods that are on the check with the consumer of the Program. Or a variant is possible in which the operator of the Program offers to come in after a certain time, when special promotions will be held. Or just the program operator enters into communication to thank the consumer for the purchase.

Communication with consumers of the loyalty program on significant dates

The Program Operator may enter into communication with consumers of the loyalty program on significant dates, based on personal data of consumers, for example, date of birth, February 23, March 8, and on national holidays, such as New Year, May 1, etc.

Loyalty program customer communication based on customer profile

The Program Operator may enter into communication with the consumer of the loyalty program, based on the profile of the consumer. Depending on the purchase history and the data specified in the consumer profile, the loyalty program operator can enter into communication with the consumer and make him a profitable and timely offer.

Generating reports based on consumer profiles of the loyalty program

The Program Operator can generate the required reports, which, for example, show consumer demand for certain goods, depending on the time of year, show consumer activity depending on various factors, etc. This information is especially valuable for TSPs when preparing proposals for consumers.

When implementing the proposed method and system of the loyalty program in trade and service enterprises, the turnover, sales, and the quantity of goods and services increase, while the operating expenses of both trade and service enterprises and the program operator decrease, as well as the consumer’s loyalty to the program increases service companies and the operator.

Claims (22)

1. A method of obtaining, storing and processing customer loyalty data, including transmitting data from a mobile device to a trading terminal and calculating the issue of benefits in favor of the consumer, subject to the pre-established conditions, characterized in that mutually beneficial communications between two or more consumers are additionally carried out, and also form consumer groups, united by common interests and perceived latent needs, transfer a request for registration in the loyalty program from customers The user to the processing center, including based on determining the location of the consumer, assigns the consumer a unique identifier for the consumer of the loyalty program, sends registration data to the consumer’s mobile device, transfers the registration data of the consumer of the loyalty program to the consumer’s terminal from the mobile device when buying at the outlet, and sends registration data, along with information about the purchase to the processing center, process the information received by the processing the center and issue benefits on the basis of pre-established rules, add bonus points of the consumer of the loyalty program to the account or write off the account from the processing center, transfer information about the issued benefits to the trading terminal and the mobile device of the consumer of the loyalty program, pay for the purchase and / or service in point of sale with bonus points and / or money, offset cash between participants of the loyalty program at the end of the reporting period in the processing center and settlement bank with the provision of the consumer loyalty program the right to use the services of the loyalty program. 2. The method according to claim 1, characterized in that the request for registration in the loyalty program is carried out from a mobile device by sending an SMS message to the service number of the loyalty program. 3. The method according to claim 1, characterized in that the request for registration in the loyalty program is carried out from a mobile device by sending a USSD message to the service number of the loyalty program. 4. The method according to claim 1, characterized in that the request for registration of the consumer in the loyalty program is carried out from the website of the loyalty program. 5. The method according to claim 1, characterized in that the request for registration of the consumer in the loyalty program is carried out from the WAP site of the loyalty program. 6. The method according to claim 1, characterized in that the request for registration of the consumer in the loyalty program is carried out from the I-mode site of the loyalty program. 7. The method according to claim 1, characterized in that the request for registration of the consumer in the loyalty program is carried out by means of the voice IVR customer support service of the loyalty program. 8. The method according to claim 1, characterized in that the confirmation of the deduction of bonus points from the bonus account of the consumer of the loyalty program is carried out by sending an SMS message to the service number of the program operator. 9. The method according to claim 8, characterized in that the confirmation of the deduction of bonus points from the bonus account of the consumer of the loyalty program is carried out by sending a USSD message to the service number of the program operator. 10. The method according to claim 9, characterized in that the confirmation of the deduction of bonus points from the bonus account of the consumer of the loyalty program is carried out through the voice IVR service of customer support of the loyalty program. 11. The method according to any one of paragraphs.8-10, characterized in that the issuance of benefits is carried out in the form of accrual and / or deduction of bonus points of the consumer of the loyalty program when paying for a purchase and / or service at a point of sale with bonus points and / or money. 12. The method according to any one of claims 8 to 10, characterized in that when confirming the deduction of bonus points from the bonus account of the consumer of the loyalty program, a secret PIN code is reported. 13. The method according to claim 1, characterized in that the reading of the unique identifier of the consumer of the loyalty program located on the mobile device is carried out by means of a barcode scanner of the trading terminal. 14. The method according to claim 1, characterized in that the data transfer between the trading terminal, the processing center, the consumer’s mobile device and the settlement bank is carried out through a network of information servers. 15. The method according to claim 1, characterized in that the issuance of benefits to the consumer at the time of purchase at the outlet is carried out taking into account discounts on purchased goods and services. 16. The method according to claim 1, characterized in that the service of the loyalty program is carried out by identification at the entrance to the outlet with the possibility of obtaining a unique selling proposition from this outlet. 17. The method according to clause 16, characterized in that the service of the loyalty program is carried out by sending the consumer a loyalty program a unique trading offer based on determining the location in the space of the consumer’s mobile device. 18. The method according to 17, characterized in that the service of the loyalty program is carried out through the participation of the consumer in the prize draws and quizzes of the loyalty program with the ability to interact with the processing center of the loyalty program according to pre-established rules. 19. The method according to p. 18, characterized in that the service of the loyalty program is carried out by taking into account the views of the consumer about the participants of the loyalty program in the processing center of the loyalty program. 20. The method according to claim 19, characterized in that the service service of the loyalty program is carried out by issuing mobile coupons for consumers of the loyalty program to receive preferences in trade and service enterprises. 21. The method according to claim 20, characterized in that the service service of the loyalty program is carried out by means of newsletters to consumers of the loyalty program. 22. The method according to claim 1, characterized in that they accrue remuneration to information sources that facilitate the connection of new consumers to the loyalty program.

Images