RU26149U1 - SYSTEM FOR STIMULATING SALES OF GOODS IN A COMMERCIAL ROOM - Google Patents

Description

2002120430

iipipJIIplUiiJi

. about, g. from . . OMPC-7: G 06 F17 / 60

SYSTEM FOR STIMULATING SALES OF GOODS IN A COMMERCIAL ROOM

The utility model relates to the field of trade and is intended, in particular, to increase purchasing activity and increase sales of goods in the retail premises.

A known system used for stimulated sales of goods, including a processor with memory, containing a customer database, a product database, which applies to discount offers, at least one information carrier, a unit for reading data from an information carrier, an indication unit (see U.S. Patent No. 5857175, IPC G 06 F 17/60, publ. 01/05/1999).

A disadvantage of the known system is the low growth in sales with high material costs for sales promotion caused by lower prices of goods.

A well-known system for sales promotion, comprising a terminal with a device for entering a unique customer identification code and information about purchases made by him, a device for storing and processing data from the terminal, a device for displaying information about discounts provided to the client (see US patent No. 5469114, IPC G 06 F 17/60, published July 15, 1997).

A disadvantage of the known system is also the low sales growth with high material costs for sales promotion caused by discounts.

Closest to the claimed utility model is a method of stimulating the sale of goods and a system for its implementation, comprising a module for generating output data, including at least one information carrier of input parameters, at least one device for receiving and processing input parameters from an information carrier, central control unit, and sales promotion module, with

THIS sales promotion module contains a device for displaying information on the amount of a discount on a purchase and a communication channel with a central control device, the input parameters are a unique identification code of a user of the system and information on possible discounts, and the output data is information on discounts on a purchase to a potential buyer and the amount of remuneration the user who provided the information medium to a potential buyer (see RF patent for invention No. 2161328, IPC G 06 F 17/60, publ. 12/27/2000).

A disadvantage of the known system is the low growth in sales with high material costs for sales promotion associated with the provision of discounts to customers and payment of remuneration to users of the system.

The objective of the claimed utility model is to increase sales of goods without increasing material costs for sales promotion.

The problem is achieved in that in a system for stimulating sales of goods in a retail building, containing an output data generating module, including at least one information carrier of input parameters, at least one device for receiving and processing input parameters from an information carrier, central the control device and the sales promotion module, according to the utility model, the sales promotion module contains at least one advertising and information device and product groups placed with the possibility of interaction with each other, and the input parameters are a unique product identification code and a unique identification code for the location of the goods in the trading room.

The output is information on the optimal composition and placement of product groups.

A unique product identification code and / or a unique identification code for the location of the goods in the retail space can be made in the form of a machine-readable code.

A unique code for identifying the goods and / or a unique code for identifying the location of the goods in the trading room can be made in the form of a bar code.

A unique product identification code and a unique identification code for the location of the goods in the trading premises can be placed on one or different information media.

As an information carrier, a card with a magnetic field, a card with a microcircuit (smart card, chip card), and a radio frequency tag can be used.

As a device for receiving and processing input parameters from an information medium, electronic devices for manual input of information, electronic devices for input and recognition of speech, automatic identification devices, for example, a device for input and recognition of characters (scanner), a barcode scanner, a card reader with a magnetic field, can be used , a card reader with a microchip (smart cards, chip cards), an RFID reader.

The central control device is equipped with a source data base.

The source database contains information about the name, quantity, price properties and other characteristics of the goods, correlated with unique codes for identifying the goods.

The source database contains information on the name, quantity and location of the equipment of the retail space, correlated with the unique identification codes for the location of goods in the commercial space.

The central control device is equipped with a program for managing the source data base and generating output data.

Advertising and information device messages can be made in the form of signs and / or signs, and / or posters, and / or stands, and / or billboards, and / or stickers, and / or booklets, and / or brochures, and / or brochures, and / or imitations of packages of goods on an enlarged scale, and / or mannequins, and / or coin boxes, and / or banners, and / or packaging elements of goods, and / or electronic displays, and / or audio and / or display devices video information.

Advertising and information device contains an information message made in any of the combinations of alphabetic, digital, graphic and sound forms.

The use of an advertising and information device as part of a sales promotion module allows you to attract the attention of a potential buyer to the goods placed in the trading room, and combining the goods into groups and placing them with the possibility of interaction with each other leads to redistribution of customer attention between the goods, borrowing the popularity of some goods from others , which leads to the formation of the consumer's need to make purchases. Using as input parameters unique codes for identifying the product and its location in the trading room allows us to analyze consumer demand for the goods of each item depending on the location in the trading room and generate, based on the analysis, output data on the optimal composition and placement of product groups, In accordance with the output, a module for sales promotion is modified. Thus, the use of the system allows you to increase sales in the retail space through the joint use of advertising and the optimal presentation of the product range, while avoiding the high material costs associated with lowering the price of goods, paying remuneration, etc.

The following terminology is accepted in the description of the utility model: a module is a functionally complete unit that is part of a certain system and has the replaceability property (see. A Brief Dictionary of Modern Concepts and Terms / N.T. Bunimovich et al., M .: Respublika, 2000, p. .ZZO);

goods - any thing that is not limited in circulation, freely alienated and transferred from one person to another under a sales contract (see State Standard of the Russian Federation GOST R 51303-99 Trade. Terms and definitions, 01.01.2000);

product group - a collection of goods with a similar composition of consumer properties and indicators (see State Standard of the Russian Federation GOST R 51303-99 Trade. Terms and definitions, 01.01.2000).

commercial premises - a specially equipped part of the premises of a commercial enterprise intended for the sale of goods and the provision of services to customers (see RF State Standard GOST R 51303-99 Trade. Terms and definitions, 01.01.2000).

unique identification code - a non-repeating combination of conditional symbols, signs, assigned to an object according to a certain system with the aim of its subsequent identification.

The utility model is illustrated in the drawing, which shows a block diagram of a system to stimulate sales of goods. Positions on the drawing indicate the following: 1 - retail premises; 2 - module for generating output data; 3 - sales promotion module; 4 - a device for placing goods; 5 - product; 6 - a device for calculating with customers; 7 - a unique product identification code; 8 - a unique identification code for the location of the goods in the trading room; 9 - information carrier of input parameters; 10 - a device for receiving and processing input parameters from an information medium; 11 - a central control device; 12 source data base; 13 is a program for managing a source data base and generating output data; 14 - display device output; 15 - advertising and information device; 16 - product groups; 17 a system operator performing control actions at the stage of receiving and processing input parameters from an information medium; 18 is a system operator that modifies the composition and placement of product groups.

A system for stimulating sales of goods in a retail space 1 comprises a data generating module 2 for sales promotion and a sales promotion module 3.

Trading room 1 contains a device 4 for placing goods 5, a device 6 for settlement with customers.

The device 4 for placing goods 5 can have any known implementation, for example, in the form of a counter, shelves, stand, rack, basket, display case, cabinet, refrigeration equipment, freezing equipment;

The device 6 for calculating with the buyer contains a cash register and / or electronic devices for processing, input and output information.

Product 5 of each item is assigned a unique product identification code 7 (UKIT), for example, tea “Cheerfulness 250g. - 1211, tea “Cheerfulness 100g. -1212, each device 4 is assigned a unique code 8 for identifying the location of the goods in the retail premises (UKIM), for example, shelf AA1, rack CC2, etc.

Unique codes 7 of UKIT and 8 of UKIM can be machine-readable, i.e. recognizable by automatic identification devices, and visually recognized, for example, by the seller or cashier.

Unique code 7 can be executed both using a coding system adopted by a commercial enterprise, and using a standard coding system, for example, as a bar code of Code 128 symbolics (see GOST 30743-2001 (ISO / IEC 15417-2000) Automatic identification Bar coding. Specification of Symbols Code 128 (Code 128)).

The data generating module 2 contains information carriers 9 of input parameters, a device 10 for receiving and processing input parameters from information media 9, a central control device 11 provided with a source data base 12, a program 13 for managing the source data base 12 and generating the output data, and a display device 14 output data.

The information carrier 9 of the input parameters contains a unique product identification code 5 or a unique product identification code 8 at the retail premises 1, or both identification codes 7 and 8 at the same time.

The information carrier 9 may have any of the known embodiments, for example, a plastic card, a card with a magnetic field, a card with a microcircuit, an RF tag.

As the information medium 9, the packaging of the goods 5, the device 4 for placing the goods, any available medium, for example, a label, price tag, label, can be used, while the unique code 7 of the UKIT and / or 8 UKIM can be applied to the information medium 9 using any known device, for example, a printer, an embossing machine, or manually, for example, with a marker.

For the visual recognition of unique codes 7 and 8, electronic devices for manual input of information, such as a mouse, keyboard, or electronic input and speech recognition devices, are used as the device 10 for receiving and processing input parameters from the information medium 9.

To recognize machine-readable unique identification codes 7 and 8, an automatic identification device, for example, a character input and recognition device (scanner), a barcode scanner, a card reader with a magnetic field, a smart reader, is used as a device 10 for receiving and processing input parameters from an information medium 9 cards, RFID reader.

The central control device 11 contains a source database 12 and a program 13 for managing the database 12 and generating output data.

The source database 12 contains information about the name, quantity, price properties and other characteristics of the goods 5 located in the devices 4 of the trading room 1, associated with unique codes 7, and information about the name, number, placement of devices 4, correlated with unique codes 8.

The device 14 for displaying the output data can be performed, for example, in the form of a printer, monitor.

there are 4 products 5 in devices 4 and placed with the possibility of interaction with each other and devices 15.

Advertising and information device 15 can be made, for example, in the form of plates, pointers, posters, billboards, stickers, booklets, brochures, brochures, simulations of packaging of goods on an enlarged scale, mannequins, coin boxes, banners, packaging elements of goods, electronic displays, devices display audio and / or video information.

The device 15 contains an informational message, which can be performed in any of the combinations of alphabetic, digital, graphic and sound forms.

Each of product groups 16 is a collection of goods with a similar composition of consumer properties and indicators, and can be elementary, that is, containing goods of the same name (with the same code 7), or composite, that is, contain goods of different names (with different codes 7 ) Compound product group 16 may be identical to one of the following sets of goods:

for functional purpose:

- goods strictly corresponding to a specific purpose,

- related products; by price properties:

-products that create a favorable impression of the price level,

-more expensive products;

by company accessories:

-goods, one brand (one manufacturer); by customer demand:

-good goods,

- goods requiring sales promotion; according to shopping habits:

- goods of impulsive demand, which traditionally include chewing gums, small confectionery, matches, cigarettes, bouillon cubes, inexpensive souvenirs, according to the degree of noticeability of the product packaging:

- goods in large and / or bright packaging, clearly visible;

- goods in less noticeable packaging.

Product groups 16 are located in devices 4 of the trading room 1 with the possibility of interaction with each other. The interaction of product groups 16 is expressed in borrowing the popularity of some product groups by others, redistributing consumer attention between groups, and is carried out due to the optimal placement of product groups 16 in the trading room 1 in accordance with the output of program 13 of module 2.

The system for promoting sales is open-ended, since some control actions in the system are carried out by a person.

For example, it is necessary for the operator of the system 17 to participate in the step of receiving and processing input parameters from the information medium 9, while the operator 17 can perform visual recognition of the unique codes 7 and 8 from the information media 9 and enter them into the system, for example, using a computer keyboard, and the implementation of automatic recognition and data entry into the system, for example, using a barcode scanner.

In addition, the system operator 18 modifies module 3 to stimulate sales by changing the composition and placement of product groups based on the data generated by module 2.

A system for stimulating sales in a retail space operates as follows.

When committing the act of sale of goods 5, placed in the trading room 1, using the device 10, data is read from the information medium 9 and the unique identification code 7 of the product identification, the sale of which took place, and the unique code 8 of the UKIM device 4 on which the sold item 5.

As a rule, the reading and processing of data from the information medium 9 is performed when settling with the buyer, while the system operator 17 is a cashier, and the device 6 for calculating with the buyer is equipped with a device 10 for receiving and processing data from the information medium. It is possible that reading and processing data from an information medium 9 is produced by HQM IS

9

It takes place at other stages of the trading process, for example, upon receipt by the buyer of goods, and the operator 17 of the system is, for example, the seller.

Program 13 registers the fact of sale in database 12.

Using database 12, program 13 analyzes the following criteria:

-number of sales of goods of each item;

-number of sales of goods from each device for placing goods.

The result of the program are recommendations to the operator 18 on the formation and placement of product groups, the mutual placement of the devices of the sales module, the placement of advertising and information devices issued to the data display device 14 to stimulate sales.

Program 13 data generation for sales promotion combines the goods in the following groups 16:

for functional purpose:

Ai ... An- goods strictly corresponding to a specific purpose,

BI VD- related products;

by price properties:

Ci ... Cn - products that create a favorable impression of the price level,

DI RP - more expensive products;

by company accessories:

EI EP - goods of the same brand (one manufacturer); by customer demand:

FI ... RP - consumer goods,

J) ... Jn - goods requiring sales promotion;

according to shopping habits:

GI ..GO - goods of impulsive demand, which traditionally include chewing gums, small confectionery, matches, cigarettes, bouillon cubes, inexpensive souvenirs,

HI ... Np-goods purchased planned;

Li ... Ln - goods in less visible packaging.

The minimum number of elements in a product group is 3-5 packages of goods of the same name placed in a row, the maximum quantity is determined by program 13 in proportion to the demand for the product of this name.

Using the output of program 13 displayed by the device

14, the system operator 18 modifies module 3 to stimulate sales, changing the qualitative and quantitative composition of product groups 16, their mutual placement, number and placement of advertising and information devices 15, the content of information messages, in order to maximize the impact of module 3 to stimulate sales on the formation the potential buyer needs to make purchases.

The effectiveness of the module to stimulate sales is based on the joint impact on the buyer of advertising and information devices

15, and such a distribution of product groups 16, in which there is a redistribution of customer attention between different groups of goods, borrowing the popularity of some products from others, for example:

product groups A can be placed with the possibility of interaction with the corresponding groups B, while interaction is possible when placing groups on one device for placing goods, or placing on different devices for placing goods without separation by other product groups, or by having a connection, for example, in the form pointers;

product groups C can be placed with the possibility of interaction with groups D, and the interaction occurs due to their alternation when sequentially placed on devices for placing goods, starting with cheaper goods;

commodity groups A can be placed with the possibility of interaction with groups E, while on one device for placing goods, goods of one functional purpose are placed vertically, and goods of the same manufacturer - horizontally;

commodity groups A can be placed with the possibility of interaction with groups C, D and F, i.e. next to expensive goods of increased consumer demand there is a cheaper product similar in functionality;

commodity groups A can be placed with the possibility of interaction with groups C, D and E, i.e. next to expensive goods of a popular brand, a cheaper product similar in functionality has been placed;

commodity groups A can be placed with the possibility of interaction with groups E, i.e. next to the goods of a popular brand there is placed a similarly functional product of a less popular manufacturer;

commodity groups G can be placed with the possibility of interaction with groups F, i.e. next to the consumer goods are placed goods of impulsive demand;

commodity groups G can be placed with the possibility of interaction with the advertising object M, i.e. next to the advertised goods are goods of impulsive demand;

product groups G can be placed with the possibility of interaction with each other, while identical product groups G are placed simultaneously on several devices 4 for placing goods;

product groups F can be placed with the possibility of interaction with each other, i.e. goods with the same consumer demand and speed of sale are placed with separation by other product groups;

product groups F can be placed with the possibility of interaction with groups J, i.e. a less popular product is placed next to a high-demand product;

product groups G can be placed with the possibility of interaction with device 6 for settlement with customers and devices 4 for placing goods, while device 4 for placing goods containing product group G is placed on device 6 for settlement with the buyer;

product groups K can be placed with the possibility of interaction with groups L and devices 4 for placing goods, while goods in a package that attracts the attention of the buyer are placed in that part of device 4 for placing goods that is less accessible for viewing to a potential buyer, for example, sections of device 2 for placing goods located above 168 cm or below 100 cm from the floor of the trading module;

product groups H can be placed with the possibility of interaction with devices 4 for placing goods, while the goods purchased planned are placed in those devices 4 or in that part of device 6 for placing goods that are less accessible for viewing to a potential buyer, for example, located higher 168 cm or below 100 cm from the floor of the trading module.

The use of a system to stimulate sales of goods in a retail space allows you to increase the volume of sales of goods without increasing material costs for sales promotion. The effectiveness of the system to stimulate sales of goods in the retail space is due to the combined effect of advertising and the optimal presentation of the product range and is ensured by a constant analysis of the effectiveness of the sales promotion module and the modification of the latter based on the analysis results.

Claims (23)

1. A system for stimulating sales of goods in a retail building, comprising a module for generating output data, including at least one information carrier of input parameters, at least one device for receiving and processing input parameters from information carrier, a central control device, and a module sales promotion, characterized in that the sales promotion module contains at least one advertising - information device and product groups placed with the possibility of interaction with each other, and the input parameters are a unique product identification code and a unique identification code for the location of the goods in the trading room.  2. The system according to claim 1, characterized in that the output represents information on the optimal composition and placement of product groups.  3. The system according to claim 1, characterized in that the unique identification code of the goods and / or the unique identification code of the location of the goods in the trading room is made in the form of a machine-readable code.  4. The system according to claim 1, characterized in that the unique identification code of the goods and / or the unique identification code of the location of the goods in the trading room is made in the form of a bar code.  5. The system according to claim 1, characterized in that the unique identification code of the goods and the unique identification code of the location of the goods in the trading room are located on one information carrier of input parameters.  6. The system according to claim 1, characterized in that the unique identification code of the goods and the unique identification code of the location of the goods in the trading room are located on different information carriers of input parameters.  7. The system according to claim 1, characterized in that a card with a magnetic field is used as an information carrier of input parameters.  8. The system according to claim 1, characterized in that a card with a microcircuit is used as an information carrier of input parameters.  9. The system according to claim 1, characterized in that a radio frequency tag is used as an information carrier of input parameters.  10. The system according to claim 1, characterized in that as a device for receiving and processing input parameters from an information medium, electronic devices for manual input of information are used.  11. The system according to p. 1, characterized in that as a device for receiving and processing input parameters from an information medium, electronic input and speech recognition devices are used.  12. The system according to claim 1, characterized in that as a device for receiving and processing input parameters from an information medium, an automatic identification device is used.  13. The system according to p. 12, characterized in that as the device for automatic identification, a device for inputting and recognizing characters is used.  14. The system of claim 12, wherein a bar code scanner is used as an automatic identification device.  15. The system according to p. 12, characterized in that as a device for automatic identification, a card reader with a magnetic field is used.  16. The system according to p. 12, characterized in that as a device for automatic identification, a card reader with a microcircuit is used.  17. The system according to p. 12, characterized in that as a device for automatic identification, a reader of radio frequency tags is used.  18. The system according to claim 1, characterized in that the central control device is equipped with a source data base.  19. The system according to p. 18, characterized in that the source database contains information about the name, quantity, price properties and other characteristics of the goods, correlated with unique codes for identifying the goods.  20. The system according to p. 18, characterized in that the source database contains information about the name, quantity and location of the equipment of the retail space, correlated with unique identification codes for the location of the goods in the commercial space.  21. The system according to claim 1, characterized in that the central control device is equipped with a program for managing the source data base and generating output data.  22. The system according to claim 1, characterized in that the advertising and information device is made in the form of plates, and / or pointers, and / or posters, and / or stands, and / or billboards, and / or stickers, and / or booklets , and / or brochures, and / or brochures, and / or imitations of packages of goods on an enlarged scale, and / or mannequins, and / or coin boxes, and / or banners, and / or packaging elements of goods, and / or electronic displays, and / or display devices for audio and / or video information. 23. The system according to PP.1 and 22, characterized in that the advertising and information device contains an information message made in any of the combinations of alphabetic, digital, graphic and sound types.