WO2018231094A1 - Method of generating demand and increasing profit - prize/purchase system - Google Patents

Abstract

The invention relates to a method of distributing prizes and effectively managing a commercial process. The technical result is to determine an optimum win frequency, to eliminate expenses associated with a lottery framework for organizing and carrying out prize awards, and to eliminate loss of effectiveness in generating demand owing to the limitation and inconstancy of prize award amounts, type and time-frame. A method consists in that the following functions are carried out automatically: automatic setting of the optimum operating frequency of a win generator on the basis of a series of economic parameters; automatic recording of the prizes won, in contrast to normal purchases, in the operating cost base of a commercial enterprise; automatic monitoring of compliance with the condition of not reducing the amount and type of prizes and the time-frame in which they are awarded.

Description

 A way to stimulate demand and increase profits - Prize-Purchase system

Technical field

The invention relates to technologies for stimulating demand and increasing profits in commercial enterprises that meet the needs of people with all types of goods and services.

 This method allows you to eliminate the impact on demand of a number of negative factors and significantly strengthen the influence of positive factors.

State of the art

Currently, cash registers (and other devices designed to record the fact of payment for goods / services) are widely known with which commercial enterprises selling goods / services are equipped.

 Various technical means of conducting lotteries of various types are also well known, for example, lottery carts, gaming machines, computerized devices and other winning sample generators, on which the game process is directly implemented, and with which the concepts of “player”, “game machine”, “win” and etc., i.e. concepts related directly to the game.

For example, commodity lotteries held by large commercial enterprises (World of Books, Readers Digest, etc.) are known: each customer is assigned an individual number, which is then played out during the lottery campaign. But at the same time, the cost of winnings is included in the price of goods, i.e. losers pay for winners. In addition, the fact of someone’s win is not accompanied by a bright advertising campaign right there on the spot in front of the other participants (often the remaining participants do not even become witnesses to the prize), is not clear to them and thus does not provide sufficient demand stimulating effect.

 Other well-known examples of the implementation of technical means of playing games are disclosed, for example, in RF patents JSfe 2181066, 231 1682.

 In patent document 2181066 (Jackpot gaming system), an invention is disclosed that discloses an entertainment-gaming complex equipped with a computer system for collecting and processing data received over the network from terminal terminals. However, in essence, the purpose of this complex is to expand the functionality of the gaming complex in order to attract more players and, accordingly, to get more income from the owners of the gaming complex: the losers pay for them and for the winners. Thus, there is a risk of losing money invested in the lottery.

According to patent 2311682, which is closest in essence to the claimed invention and therefore selected as a prototype, at the time of payment for goods / services, a lottery selection device connected to a cash register is triggered for each client, with which a system of discounts and bonuses is played out, and discounts can amount to up to 100% of the cost of goods / services collected by the client, and bonuses exceed it. Winning can be issued to the client immediately on the spot, in front of other clients. In essence, the prototype is a combination of the usual system of discounts and bonuses with the usual lottery: the system of discounts and bonuses is played on the principle of a lottery.

 Moreover, the prototype retains all the shortcomings of both of the above stocks:

1. There is no means of accurate automatic calculation of the economic parameters of the prototype system, therefore, there is no way to determine the most effective values of these parameters (the probability of discounts and bonuses and their value, increase in sales, profit growth, etc.)

 The prototype is not a system that automatically provides maximum attractiveness for the client by combining the frequency and magnitude of the gain in an optimal way. Many small discounts and bonuses are allowed, which has a "smeared" effect, slightly distinguishing itself from the general price background and, accordingly, slightly stimulating demand. At the same time, the presence of these small discounts and bonuses reduces the number of large discounts and bonuses, making them rare, weakly stimulates demand.

 This, in particular, is the weak stimulating effect of lotteries when applied in commercial enterprises.

 2. The prototype lacks a means of automatic control over the condition that the maximum strength of the stimulating effect of discounts on demand is achieved due to their constancy and continuity, that the list of goods / services with discounts over time is only advisable to expand. The prototype accepts that discounts on certain types of goods and services are valid periodically, locally:

“There may be a large number of options for the dependence of the discount on additional factors ... This system can operate in a certain a period of time, for example from 15.00 to 16.00 h of a certain day, or to act for 24 hours a day or for a year, daily or on separate days, as well as for specified periods of time. "

 And further:

 “To regulate the average amount of purchases, the flow of customers by season, month, week, day, and hourly, to influence the speed of sales of individual or all goods based on the analysis of statistical information, the sizes of discounts and / or bonuses provided may vary by period ... "

 Finally, in a number of paragraphs of the Prototype Formula, for example, in paragraph 7, it says: “... the amount of the discount offered can be changed using the input tool until the random sampling stage is generated randomly or depending on one of the conditions selected from the group, containing the purchase price, the number of units of the purchased goods, advertising, seasonal sales, special discounts or any combination thereof. ”

 Such variability of discounts deprives them of a constant and continuous stimulating effect on demand in general, makes them inconvenient and inaccessible for some customers, and thereby hinders the solution of the problem posed in the prototype:

"... accelerate the implementation of specific goods and services by providing the buyer with the opportunity to receive encouragement if there is a product / service that is currently being encouraged in the list of goods / services purchased by the buyer / client."

3. The prototype is not a system operating in an automatic mode not on a lottery basis. In its organizational, economic and legal basis, the prototype coincides with the lottery. Converse statement and its rationale is absent in the prototype. While one of the main signs of the lottery is the presence of the Prize Fund (in the prototype - the “customer reward fund”) (see / 1-3 /). Thus, there should be an increase in prices for goods / services in commercial enterprises, where a prototype has been introduced and a system of discounts and bonuses is being drawn up, compared with prices in other commercial enterprises. This price increase always exists in the usual systems of discounts and bonuses to compensate for their costs, as well as in lotteries, the basis of which is the purchase by customers of goods / services (unlike directly lotteries, where participants only buy lottery tickets) - to form a Prize Fund ( or “customer incentive fund”). The presence of such a fund is noted in the prototype:

“The size of the discount provided can be changed (for example, from 10% to 25%) while maintaining the fund to encourage customers ..."

 Then, due to the coincidence in its economic and legal basis of the prototype with the lottery, it becomes inevitable that additional types of taxes and fees, including tax for each win, and restrictions on the use of the Prize Fund will become necessary (for more details see / 1-3 /). This, on the one hand, reduces the economic efficiency of the lottery campaign itself for a commercial enterprise, and, on the other hand, leads to the fact that those who do not win actually pay for the winners, forming a “customer reward fund”. Therefore, the statement contained in the prototype that the client does not have financial risks:

 “He does not bear any additional costs, but only fully pays for the purchase and / or rendered service and what he usually does at any point of sale or service that does not use the present invention”

It is unfounded and insolvent. The prototype does not provide a system that excludes these negative factors in automatic mode. The combination of these disadvantages greatly limits the possibility of using the prototype and replacing it with well-known systems of discounts and bonuses.

Disclosure of invention

The basis of the invention is the task of creating a method of stimulating demand and increasing profits - the Prize-Purchase system, devoid of the above disadvantages, which provides

 - determination of the optimal frequency of winnings (Prize-Purchases),

 - exclusion of costs associated with the lottery basis for organizing and conducting the Prize-Purchase drawing,

 - the exclusion of losses in the effectiveness of demand stimulation due to the limitations and inconstancy of the Prize-Purchase drawing in time and nomenclature,

which is a technical task.

The solution of this technical problem is achieved by the fact that in the known method "Impact on the speed of sale of goods using the method and system of providing incentives" by issuing prizes to customers in a commercial enterprise (KP) that sells goods / services, in case of a loss determined by using the win generator moreover, the CP contains at least one generator of winnings, may contain means for displaying the progress of the drawing and issuing winnings, may contain one or more cash registers, which Oguta be connected to the generator wins - b additionally introduce the system of “optimal Prize-Purchase” or the system of “maximum optimal Prize-Purchase”, containing a module for determining winnings, which determines winnings using a generator of winnings, the probability of which is automatically set by means of a probability calculator that automatically calculates this probability based on a number of economic parameters, comprising a module for fixing payments and winnings, which automatically fixes winnings in the database of current expenses using a shopping distributor, containing a control module for the indicated two Prize-Purchase systems, which automatically controls the limits of the set discounts and the condition for their constancy and non-reduction using an irreversibility detector.

 Thanks to the introduction of a combination of significant distinctive features into the known method, a solution of the technical problem is achieved:

 - The loss of the Prize-Purchase (1111) is set by the win determination module, we contain the win generator and a probability calculator that sets the probability of this generator to work automatically and calculates the specified probability using a mathematical model of the KP based on a given discount, commercial margin, and the intended profit increase, as much as possible allowable sales growth.

 - The payment of goods / services received by the client and the issuance of 1111 is fixed by the payment and winnings fixing module, which contains a cash register connected to the purchase distributor, which records the purchase without a discount as a regular purchase, and the General Staff submits KP's current expenses database.

- When entering discount values, using an input device, into the control module using the irreversibility detector contained in the specified module, they automatically monitor the fulfillment of the condition according to which these values in size and nomenclature cannot be reduced within a specified period of time (1 month or more), and these discounts are in the range of 50 to 100% of the price of goods / services.

 The solution of the technical problem by introducing the indicated distinctive features is as follows.

 One of the main economic characteristics in the PP system, i.e. the probability of the win generator operation is calculated automatically using the probability calculator based on the corresponding mathematical model, with which the interrelation of all necessary parameters (allowable increase in sales, profit growth, probability of the win generator operation) is established and the KP operation is optimized, i.e. maximum stability and the greatest growth in profits. The win generator and probability calculator make up the win determination module.

 Using the purchase distributor, which is part of the module for fixing payments and winnings, in an automatic mode, a purchase without a discount is fixed as a regular purchase, and the software is entered into the current expenses database of the commercial property. Thus, they eliminate the need to form a customer incentive fund i.e. The Prize Fund, as well as building the PP system, according to organizational, legal and economic conditions, not on a lottery basis.

By means of the irreversibility detector, which is part of the control unit, automatic control over the observance of the condition is achieved, according to which the PP is drawn continuously and continuously and can only increase in value of discounts and coverage of the item for a fairly long time - 1 month or more, and the discounts themselves are ranging from 50 to 100% of the cost. The following is a brief description of the attached figures.

Figure 1 shows the dependence of the ratio of the final V2 and initial VI sales volumes V2 / V1 on the initial rate of profit N1 with a constant profit growth coefficient a = 1, 3 and various values of the probability of winning K = 1 / C: K1 = 0.1 (C1 = 10), K2 = 0.125

(С = 8), КЗ = 0.167 (СЗ = 6).

 Figure 2 presents the software block diagram in the case when the probability of winning K = 1 / C is constant for all goods and services. PP - the entire list of goods / services.

On Fig.3 presents a software block diagram in the case when the service groups G1, ... Gr, ..., Gn are given the probability of winning K1, ..., Kr, ..., Kp. The client has compiled a list of services A1, ..., Ap, ..., At, t <n, PP - part of the list of services, Bp - cost Ap, B - amount payable.

 In FIG. Figure 4 shows the software block diagram in the case when the probability of winning K 1 = 1 / С 1, ..., Кр = 1 / Ср, ..., Kp = 1 / Cn. The difference from the case shown in FIG. 3 is that the goods in the shopping cart are not pre-numbered. PP - part of the list of goods.

 Figure 5 shows the software block diagram in the case when for all goods (or services - hereinafter for simplicity we speak only about goods) the same probability of winning is set K = 1 / C, but the value of the random number generator Z is read separately for each piece of goods in the shopping cart. PP - part of the list of goods.

Figure 6 presents the software block diagram in the case when the probability of winning Кр = 1 / Ср depends on the price range Mr, in which the total cost of goods and / or services collected by the client is located. PP - the entire list of goods / services. Figure 7 presents the software block diagram in the case when the GS is determined for each piece of goods in the basket selected by the buyer (or each type of service - hereinafter for simplicity we only talk about goods) with a constant probability of K = 1 / C by means of a sequential piecewise account from 1 to p. Total n pieces. GS - part of the list of products.

 On Fig presents a software block diagram in the case when the PP is determined by sequential customer accounts with a period of account C and a winning number C. GS - the entire list of goods / services collected by the client.

The best embodiment of the invention.

In the context of the invention, the following terms are introduced:

"Win" - the loss of a certain event from a number of possible.

“Cash Register” - a set of hardware and software for calculating customers both in real and virtual (for example, an online store, etc.) commercial enterprise.

“Client” - any person, individual or legal, purchasing goods / services for any purpose for a fee.

 “Commercial enterprise” is an organization the result of which is to make a profit by selling any kind of goods / services.

 “Territory of a commercial enterprise” - a platform of a real commercial enterprise where customers are present really, or an information space where customers are located in the case of a virtual commercial enterprise (for example, an online store, etc.)

Yu Organizational performance.

At the initial stage, preparation and attraction of a mass client to commercial enterprises (KP), where the invention is introduced, is carried out through mass and local advertising. Mass advertising is the use of mass media, both permanent and temporary (for example, distributing leaflets, SMS messages using mobile operators, etc.), information networks, etc. Local advertising is the use of all kinds of information and advertising tools. on the territory of the KP, where the invention was introduced: posters, billboards / panels, information boards, various audio, television and video equipment, etc.

 The intensity of such events is maximum at the initial stage of the invention and may gradually decrease with increasing demand and the formation of natural Self-Advertising, which does not require additional costs.

 When paying for the list of goods / services for each client, the cash register generates a win generator with a given probability of winning.

Each cash register is equipped with its own win generator, the activation of which, in particular, is allowed by the client himself, or this generator works from the common server of each control unit or the entire network of control units. As such a generator, it is advisable to take, for example, a random number generator (as a special case of a random event generator), which is assumed below. The random number generator gives random integers ranging from 1 to C with a probability of K = 1 / C (C is an integer, this is the average size of the group of calls to the random number generator, which accounts for one win, i.e., PP). Accordingly, any integer in these limits. Hereinafter, it is considered that the number C is winning.

In some cases, for example, you can determine the gain, i.e. GS, not using a random number generator that works with a probability of K = 1 / C, but by means of a sequential periodic count from 1 to C (C is the counting period), carried out using a customer counter and / or goods / services, when the winnings occur, say, to account C (this condition is used here and in the future). This is possible when separate groups of goods / services are taken as GS, or a whole list of goods / services recruited by the client, but if there are two or more simultaneously working cash registers, including in different commercial units, but united in a single network . Since in this case the loss of the winning account is random, unpredictable for customers, the principle of randomness of winning with the same probability K = 1 / C with a sequential periodic account is maintained.

 Perhaps a combination in one form or another of various types of winnings generators, for example, a random number generator and a sequential counter.

 A gain is determined by one probability, or it is different for different goods / services, and in this case, for different goods and / services, readings of different winnings generators are read, respectively.

With one probability of winning for a certain group (in particular, of all) of goods / services, the question of winning a list drawn from this group is solved either entirely by a one-time reading of the readings of the winnings generator, or piecewise (separate PP) by reading the readings of the winnings generator for each unit goods / services. Then the first case is extremely optimal: GSH is the entire list of goods / services recruited by the client, and the second is optimal: GS - some products / services from this list.

 The probability of winning K can be constant for any client, regardless of the list of goods / services that he has typed, but can, in a pre-programmed manner, vary depending on the characteristics of this list and the client himself, for example, increase at a higher cost of the list and / or at a higher full the cost of goods / services purchased by customers for all the time in this KP or their network, with its greater customer experience, etc. The indicated changes in the value of K serve as an additional stimulus for demand and as a factor in securing customers in this KP.

 Thus, a prerequisite for the operation of the GS system is the presence in the KP of the generator of wins. Moreover, in some cases, in particular at small retail outlets and service delivery points, the cash register may not be connected with the win generator or be absent altogether (as was the case in the following example: “Prize-Purchase System in Action”). Then the data processing of the win generator is carried out manually by the personnel of such CPs.

 If there is no win, the client pays for the list of goods / services as a regular purchase.

If you win, the client immediately receives the software right away on the territory of the commercial center (free of charge or with a set discount ranging from 50 to 100% of the cost) accompanied by a bright advertising campaign: for example, light bulbs come on, audio equipment plays solemn music through loudspeakers and video equipment, as well as social the networks are informed about the next win, messages about the win appear on advertising panels, information boards, etc., including the progress of the KP with the PP system is periodically reflected in MASS MEDIA.

 In the case of a virtual KP, for example, an online store, promotions for the issuance of GS are carried out in the appropriate information space: for example, on its website, forum, among the contingent of its customers, as well as other available client bases, in social networks, etc.

 There are two options for GS.

 “Optimal Prize-Purchase” is the winning of individual goods / services or parts thereof in the list of goods / services collected by the client with a discount ranging from 50 to 100% of the cost.

 “Extremely optimal Prize-Purchase” means winning the entire list of goods / services recruited by the client with a discount ranging from 50 to 100% of the cost.

 As an intermediate option 1111, while maintaining the other differences of the invention, it is economically feasible (workable) to draw various partial discounts on goods / services.

 It is also possible, under the above conditions, an additional option 1111: the drawing of various prizes in any form and size, for example, in commodity, money, in the form of services, etc.

 The optimal, extremely optimal, intermediate and additional options for GS can be used both individually and in any combination with each other.

The claimed method, that is, system 1111, allows its introduction along with a wide variety of other ways to stimulate demand and increase profits on any KP. Technical performance

The general management of the system of Purchasing (PP) can be carried out using the appropriate software installed either on each cash register, or on the server of each commercial enterprise (KP), or on a common server of the entire KP network.

 In the “Optimal Prize-Purchase” or “Ultimately Optimal Prize-Purchase” system, the gain, i.e. 1111 are set using a win determination module comprising a win generator and a probability calculator.

 The win generator is triggered when the client calculates on the cash register. The probability of operation of this generator is set automatically using a probability calculator connected to the KP economic database, as well as with display and advertising tools that reflect the fact of winning and issuing software.

 The probability calculator may be a computer.

 In both noted PP systems, payment for the goods / services received by the client and the issuance of cash registers are fixed by means of the payment and payoff fixing module containing a cash register connected to the purchase distributor connected to the KP economic database.

 The calculation of the client is done through a cash register, and the distributor of purchases fixes the purchase without a discount as a regular purchase, and 1111 enters KP into the current expenses database.

 The distributor of purchases may be a computer.

Both marked software systems contain a control module for these systems, connected to a database of economic and nomenclature data of KP. The marked module contains a device input of economic and nomenclature parameters, as well as an irreversibility detector.

 The irreversibility detector may be a computer.

The input of economic and nomenclature data of KP is carried out through an appropriate input device, and the specified irreversibility detector automatically controls the fulfillment of the condition according to which discounts should lie in the range from 50 to 100% of the cost of goods / services, and the expansion of the range of goods / services covered by the specified system , and an increase in discounts in the course of its implementation is permissible, and the reverse action or exit from the system of “optimal Prize-Purchase” or “extremely optimal Prize-Purchase” earlier than through 1 month after its introduction, are excluded.

Economic basis

Customer engagement in the hope of winning PP stimulates demand in two ways.

 Clients, for obvious reasons, will prefer the PP system over conventional CPs (which in turn will serve as a powerful incentive for extending the PP principle to other CPs).

In addition, customers themselves will buy more and more often, carried away by the hope that the purchased one will turn out to be PP, i.e. they will get it at a significant discount or for free. As a result of the loss of the cost of each recruited C-th group of goods / services, the cost of goods / services for the seller in the PP system increases, but these costs are offset by an increase in sales. Those. the rate of profit is declining, but profit itself is increasing due to overlapping growth in demand. This is the essence of the above statement: the issuance of PP is part of the current turnover of KP capital, and the need to form a “customer incentive fund” (ie the Prize Fund) disappears. This additionally implies a number of advantages: there are no restrictions on the turnover of capital associated with the Prize Fund, the PP system does not fall under the lottery status, as a result of which there are no additional taxes and fees (see / 1-3 /), which opens up additional possibilities for reducing selling prices and stimulating demand.

 Such aforementioned concepts as the initial rate of return and the decrease in the rate of profit when introducing PP relate only to domestic expenditures and the receipt of KPs (for example, purchasing goods at an initial price and selling them with a commercial margin). As for the external characteristics of the KP, the profitability of its assets is growing in direct proportion to the growth of its profits.

Example: Prize-Purchase system (1111) in action.

The usual sale of tubes of Goldent toothpaste at a separate outlet was 30-35 tubes per day. The PP system was introduced: the buyer threw a dice with 6 faces and, when the N ° 6 edge fell, he received back the paid money. At the same time, sales increased to 200-220 tubes per day, i.e. 6-7 times. Then, after further advertising and attracting customers, sales reached 270-290 tubes per day, i.e. increased by 8-9 times. In this case, C = 6, K = 1/6. Similar results were achieved when selling another piece of goods in the same way: shoe polish (“C s”) and shaving cream (“Lemon”). In the second case, when firecrackers were sold in packages of 50 and 100 pieces, piezo lighters, elements power supply LR06, electric lamps 75 and 100 W, principle 1111 was carried out by distributing tokens with numbers from 1 to 6 to customers: the seller threw a six-sided die, and the PP received the customer whose token number matches the drawn cube number. This action was first held in 1994-1995. at autumn and spring fairs in Samara on the squares of Kuibyshev and Kirov.

The inventive method has a mathematical justification.

The mathematical formulation is carried out for the system of “extremely optimal Prize-Purchase” with 100% seed and the simplest case of constant probability of winning. Its task is to establish the relationship between key economic characteristics, which allows you to choose their optimal values and achieve maximum economic efficiency of the system 1111. Generalization of the mathematical formulation in the case of the dependence of the probability of winning on various indicators, for a discount of less than 100%, etc. in principle, it is not difficult and therefore is not considered here.

Change in sales (hereinafter referred to the values before and after the introduction of system 1111): VI ... V2.

 Purchase price or cost: X.

 Commercial margin: dX.

 Change in the rate of profit: Nl ... N2.

 Change in profit: PI ... P2.

 Win probability: K = 1 / C.

 The average size of a customer group, which accounts for 1 GS: C.

Profit growth rate (usually set in advance): а> 1. Initial values: Pl = VldX, (1)

Nl = P1 / V1X = VldX / VlX = dX / X. (2) Loss of margins due to the introduction of PP: dX - KX. Therefore, the new profit P2 = V2 (dX - KX).

On the other hand, by hypothesis, P2 = αΡΙ. (3) i.e. V2 (dX - KX) = aVldX.

Hence V2 = aVldX / (dX - KX) = aVl / (l - KX / dX)> VI.

This apparent disparity expresses sales growth.

Moreover, profit growth is: dP = P2 - Pl = (a - 1) VldX. (four)

New rate of return

N2 = P2 / V2X = aVldX / (aVldXxX / (dX - KX)) = (dX - KX) / X - dX / X - K = N1 - K.

Thus, the rate of return is reduced:

 N2 = N1 - K <N1. (5) Transform V2 using the expression for N2:

V2 - (aVldX / X) / (dX / X - K) = aVlNl / (Nl - K) = aVlNl / N2.

From here we get:

V2 V1 = aNl / (Nl - K)> 1. (6) Here, the sign of inequality directly follows from the nature of the right side and indicates an increase in sales. This final expression connects all the main indicators of the commercial process: it determines the ratio of sales volumes V2 / V1 depending on the growth rate of profit a, the initial rate of profit N1 and the prize coefficient (probability of winning) K. At the same time, the condition for the efficiency of the PP system follows from it:

K <N1. (7)

The economic meaning of this condition is as follows: a relative decrease in the cost of goods or services equal to K (due to the introduction of PP) should be less than a relative increase in the cost of goods or services equal to N1 (due to commercial margins). This is a condition (criterion) for the performance of the PP system.

We now express K from (6):

 K = Nl (l - aVl / V2). (8) Since always K> 0, then from (8) it turns out:

 1 - aVl / V2> 0,

or V2 / Vl> a. (9)

This is another condition (criterion) for the performance of the PP system, which means that the relative growth in sales should be greater than the profit growth rate.

 Finally, we express from (6) the profit growth coefficient: a = (V2 / V1) (N1 - K) / N1 = (V2 / V1) (1 - K / Nl).

The economic meaning of this expression is obvious: the profit ratio a increases with increasing sales growth V2 / V 1, reducing the probability of winning K (i.e., reducing the loss of the cost of goods / services due to 1111) and increasing the initial rate of return NJ. (i.e. commercial margins).

Displaying the relationship of key economic characteristics in the Prize-Purchase (GS) system in tables and graphs

In all cases, we put the same profit growth coefficient a = 1.3. Then we get the dependence of the growth in sales volume V2 / V1 on the initial rate of profit N1 and the average probability of winning K:

V2 / V1 = 1.3N1 / (N1 - K).

We plot the dependence of V2 / V1 on N1 for various K:

1. K1 = 1/10 = 0.1 (C = 10).

V2 / V1 = 1, 3N1 / (N1 - 0.1). Table 1.

N1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0

V2 / V1 2.60 1, 95 1.73 1.63 1.56 1.52 1.49 1.46 1.44

2. K2 = 1/8 = 0.125 (C = 8).

V2 / V1 = 1.3N1 / (N1 - 0.125). Tab. 2.

Nl 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 V2 / V1 3.47 2.23 1, 89 1, 73 1.64 1.58 1 , 54 1, 51 1.49

Z. KZ = 1/6 = 0.167 (C = 6).

V2 / V1 = 1.3N1 / (N1 - 0, 167) = 7.8N1 / (6N1 - 1 Table 3.

Nl 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0

V2 / V1 7.80 2.93 2.23 1.95 1.80 1.71 1.64 1, 60 1.56

Figure 1 shows the dependence of V2 / V1 on Nl with a constant a = 1.3 and various values of K: K1 = 0, 1 (C1 = 10), K2 = 0, 125 (C = 8), KZ = 0, 167 (C3 = 6).

 As can be seen from the graphs, at K = 0.1 ... 0.125, the initial (minimum) value N1 = 0.2 is advisable, since the required growth in sales volumes of V2 / V1 lies in the range of 2 ... 3. At K = 0.167, it is advisable to start with N1 = 0.3, because while V2 / V1 also does not exceed 3.

 Starting from values of N1> 0.4, V2 / V1 <2 is obtained for all K, and V2 / V1 continues to decrease as N1 grows, striving for its limit a = 1.3.

This once again illustrates the health condition. commercial enterprise where system 1111 (7) was introduced:

K <N1.

Those. the more strongly this condition is satisfied, the less the V2 / V1 ratio grows for small N1, and the less this growth depends on the value of K.

 This pattern expresses, in particular, the condition of stability.

Examples of calculation of a commercial process.

We set the profit growth coefficient a = 1.3, the probability of winning a product and / or service K = 0.1, the initial sales of this product and / or service for the reporting period VI and the commercial margin dX. Then the initial profit

 Pl = VldX

increases by a = 1.3 times to P2 = aPl = aVldX = l, 3VldX. Profit growth dP = P2 - PI = (a - l) VldX = 0.3VldX. And the rate of profit decreases from Nl to (see (5)) N2 = N1 - K.

If the initial rate of profit was (see Table 1) N1 = 0.4 ... 0.5, then to obtain the indicated value of dP, it would be necessary to increase sales by about 1.6 ... 1.7 times.

Let, for example, VI = 20 bottles of cognac and a commercial margin dX = 200 p. Then profit growth dP = 0.3x20x200 p. = 1200 p., Which is achieved with an increase in sales to V2 = 32 ... 34 bottles. The rate of profit is reduced to N2 = 0.3 ... 0.4. Now let VI = 200 loaves of bread and dX = 10 r. Then profit growth

dP = 0.3x200x10 p. = 600 p., Which is achieved with an increase in sales to V2 = 320 ... 340 loaves. The rate of profit is reduced, as in the previous case, to N2 = 0.3 ... 0.4.

 It is clear that in both cases both health conditions of the GS system (7) and (9) are satisfied.

The choice of K.

We now consider the question: in which case can we introduce the probability of winning K for various goods and / or services, i.e. the same K for different goods and / or services (for all or some of their groups), and in which case for each type of goods and / or services K should be different.

 As applied to the two examples discussed in the previous section, the solution to this question depends on whether, by introducing 1111, it is possible to stimulate both buyers of bread and buyers of cognac to increase demand by the required number of times. If yes, then you can enter the same K for both bread and brandy. If not, then for bread and cognac it will be necessary to introduce different K according to the formula (8):

 K = Nl (l - aVl / V2).

Thus, with the same N1 and coefficient a for bread and brandy, they get different K due to the difference in their ratio V2 / V 1.

However, it should be emphasized that the conclusion reached is true for the same profit growth coefficient a for various goods and / or services (in this case, for bread and cognac). If we abandon the condition of the same coefficient a for various goods and / or services, then for them it is still possible to introduce the same K, despite the difference for them V2 / V1 and even with their different N1. But only in this case, the coefficient a defined by formula (10), a = (V2 / V1) (N1 - K) N1 = (V2 / V1) (1 - K / Nl), will turn out to be different for different goods and / or services. Consequently, the introduction of a single K for goods and / or services with different economic characteristics is advisable (for example, from the point of view of simplicity of description and control of the commercial process), but then for different types of goods and services a different profit growth coefficient a will be obtained. Thus, the entire commercial process will be described by averaged characteristics, which in some cases is acceptable and justified.

The following are some examples of flowcharts for programming various options for a GS system. They are given in order to illustrate possible specific ways of implementing the invention. The devices mentioned here, such as a random number generator, a comparator, a taxator, an adder, a counter, an identifier, a numbering device, a selector, a reducer, can be parts of software, computer and technical equipment for cash registers in particular and the commercial cycle in general.

Figure 2 presents the software block diagram in the case when the probability of winning K = 1 / C is constant for all goods and services. GS - the entire list of goods / services.

 1. The value of the random number generator Z is read.

2. The comparator compares Z and C. 3. If there is a coincidence (yes), the client receives the entire list of goods and / or services as PP, accompanied by an advertising campaign.

 End of cycle.

 4. If there is a mismatch (no) on the cash register, the list of goods and / or services collected is paid.

 End of cycle.

On Fig.3 presents a software block diagram in the case when the service groups G1, ... Gr, ..., Gn are given the probability of winning K1, ..., Kr, ..., Kp. The client has compiled a list of services A 1, ..., Ap, ..., Am, m <n, PP - part of the list of services,

 Bp is the cost of Ar,

In - amount payable.

 1. Zero initial values of the service number p in the list and the amount B payable are set.

 2. The counter increases the service number by 1.

 3. The identifier establishes the belonging of the Ap service to the Gr1 service group. (E is a sign of belonging).

 4. The value of the random number generator Z is read, working with a probability of winning Kpl = 1 / Ср1 for the group Гр1.

 5. The comparator compares Z with the number Cpl for the group Gr1.

 6. If there is a coincidence (yes), the Ap service is provided as a PP accompanied by a promotion.

 9. The comparator compares p, etc.

 Yu. If there is a coincidence (yes) on the cash register, payment is made for all services not won.

End of cycle.

 9. If there is a mismatch (no), go to 2.

7. If there is a mismatch (no) in step 5, the taxifier determines the value of Bp Services Ar.

 8. The adder adds the value of Bp to the amount of B in payment.

Go to 9.

Figure 4 presents the software block diagram in the case when for groups of goods ΓΙ, ... Γρ ,. , .Γη are given the probability of winning K1 = 1 / С1, ..., Кр = 1 / Ср, ..., Кп = 1 / Sp. The difference from the case shown in FIG. 3 is that the goods in the shopping cart are not pre-numbered. PP - part of the list of goods.

1. The initial value of amount B payable is set to zero.

 2. Any item A is removed from the basket.

 3. The identifier establishes affiliation A to group Gr.

 4. The value of the random number generator Ζ is read, working with the probability of winning Кр for the group Гр.

 5. The omparator compares Ζ with the number Ср for the group Гр.

 6. If there is a coincidence (yes), the corresponding product is issued as a PP accompanied by a promotion.

 9. The operator (seller) determines whether the basket is empty.

2. If “no”, go to 2.

 Y. If “yes” - on the cash register you pay for all goods that have not passed as 1111.

End of cycle.

 7. If “no” (at step 5), the taxator determines the value B (A) of product A.

8. The adder adds this value to the amount B for payment.

Go to 9.

Figure 5 presents the software block diagram in the case when for all goods (or services - hereinafter for simplicity we speak only about goods) the same probability of winning is set K = 1 / C, but the generator value random numbers Z is read separately for each piece of goods in the shopping cart. 1111 is part of the product list.

 1. The initial value of amount B payable is set to zero.

 2. Any item A is taken from the basket.

 3. The reading of the random number generator Z is read.

 4. The comparator compares Z and C.

 5. If there is a coincidence (yes), product A is issued to the buyer as a PP, accompanied by an advertising campaign.

 8. The operator (seller) determines whether the basket is empty.

2. If no, go to 2.

 9. If “yes” - on the cash register, payment is made for all goods that have not passed as PP.

End of cycle.

 6. If “no” (at step 4), the taxator determines the value of the goods A.

 7. The adder adds this value to the amount B for payment.

Go to 8.

Figure 6 presents the software block diagram in the case when the probability of winning Кр = 1 / Ср depends on the price range Mr, in which the total cost of goods and / or services collected by the client is located. PP - the entire list of goods / services.

 1. Taxiator and adder determine the total value of the list of goods and / or services.

 2. The identifier determines which range of values Mr belongs to B.

 3. The value of the random number generator Z is read, working with a probability Kp corresponding to the value range of Mr.

 4. The comparator compares Z and Cf.

5. If there is a coincidence (yes), the entire list of goods and / or services is provided to a client as 1111 accompanied by a promotion.

The end of the business cycle.

 8. If there is a mismatch (no) (at step 4), the cashier pays the cost of the entire list of goods and / or services that the buyer has collected.

 End of cycle.

Figure 7 presents the software block diagram in the case when the PP is determined for each piece of goods in the basket selected by the buyer (or each type of service - hereinafter for simplicity we only talk about goods) with a constant probability of K = 1 / C by means of a sequential piecewise account from 1 to p. Total n pieces. PP - part of the list of goods.

 1. The starting number p of the piece of goods is set equal to the output number pi of the previous cycle.

 2. In case of arbitrary sequential extraction of all pieces of goods from the basket, the numerator assigns numbers to the pieces from p + 1 to p + p.

 3. The selector divides the entire quantity of goods in the basket into prize-winning (with numbers C, 2C, ZS, ...) and the rest non-prize-winning.

 4. On the cash register, the cost of non-prize goods is calculated and paid.

 5. Prizes are given to the buyer as 1111 accompanied by a promotion.

 6. The reducer converts the maximum commodity number p + n of this cycle into its output number pi, by subtracting from p + n the maximum number of periods C, so that the result is a non-negative quantity pi: 0 <p1 <C. This is the output number stored before the start of the next cycle.

End of cycle. On Fig presents a software block diagram in the case when GS is determined by sequential customer accounts with a period of account C and a winning number C. GS - the entire list of goods / services collected by the client.

 1. The counter sets the number p + 1 of the next customer, where p is the number of the previous customer.

 2. The comparator compares p and C.

 3. If there is a coincidence (yes), the entire list of goods / services recruited by the client is issued as a General Staff accompanied by an advertising campaign.

 4. The gear resets the current customer number.

End of cycle.

 5. If there is a mismatch (no) on the cash register, the cost is calculated and the entire list of goods / services collected by the client is paid.

End of cycle.

Possible options for Prize-Purchase (GS).

1. The probability of winning is the same for all goods and services.

 On average, every tenth basket of goods collected by a buyer in a store is free.

 On average, every tenth ticket to a concert, movie or theater is given for free.

 On average, every ninth legal consultation is free.

 On average, every twenty-first bank loan is issued in the form

GS.

 On average, every thirteenth restaurant visitor is served free of charge.

On average, every nineteenth tank of oil products Shipped for free.

 On average, every sixteenth wagon of timber, sugar, flour, etc. is sold as PP.

 On average, one in fifteen medical services is provided free of charge.

 (In all examples, “free” = PP).

2. The probability of winning is different for different groups of goods and services. In the supermarket, each group of bakery products recruited by the buyer with a probability of 0.1 is free, and each group of wine and vodka products with a probability of 0.083.

 With a probability of 0.125, only bakery products or only bakery and dairy products win.

 Each ticket for suburban routes is free with a probability of 0.1, and for long-distance routes with a probability of 0.09.

Each consultation on the civil code is free of charge with a probability of 0.1, and on the family - with a probability of 0.14.

 With a probability of 0.05, each truck with a brick is released free of charge, and with cement - with a probability of 0.07.

3. The probability of winning depends on the cost.

 On average, every 10th basket of goods dialed by the buyer wins if its value is lower or equal to 2000 rubles, and if it is higher, every 8th.

 Each bet is accepted by the bookmaker for free with a probability of 0, 1, if its value does not exceed 5,000 rubles, and if it exceeds, then with a probability of 0.15.

On average, every truck with 3 tons of grain is free with a probability of 0.083, and with 5 tons - with a probability of 0.1.

4. Separate 1111 with equal probability of winning.

 For each of the goods collected by the buyer in the store, a random number generator with a probability of winning 0.1 is read separately. Thus, if the buyer has at least 10 pieces of goods in his basket, then on average he always wins one piece, if at least 20 - two pieces, etc.

 Each bet is accepted by the bookmaker for free (a bet is considered made and money is returned) with a probability. 0.1. Thus, if a player makes at least 10 bets, then on average one bet is free.

Feasibility Study

In contrast to the prototype, in the organizational and financial plan, the introduction of the GS system on the KP, in particular:

 - does not require the formation of a “customer incentive fund” (Prize Fund) and an additional increase in prices to fill it at the expense of customers,

 - does not impose any new restrictions on capital in the sense of their investments and turnover (capital associated with the “customer incentive fund”),

 - Does not create new taxes and fees inherent in the lottery.

This significantly increases the economic effect of the introduction of the system 1111. In addition, all the main economic characteristics of the system 1111 are set by means of automatic calculation based on the corresponding mathematical model, which makes it possible to achieve maximum economic efficiency of the control system, where the GS system is introduced those. achieve its greatest sustainability and profitability.

 It should be noted that such aforementioned concepts as the initial rate of return and the decrease in the rate of profit upon the introduction of general lubricants apply only to the internal movement of KP capital (for example, purchasing goods at the initial price and selling them with a commercial margin). As for the external characteristics of the KP, the profitability of its assets is growing in direct proportion to the growth of its profits.

 The technical equipment of the gearbox for the introduction of the GSH system is simple in execution and actually exists in practice.

 The costs of introducing a GS system are as follows:

 1. Initial promotional work among potential customers involving all types of media, information networks and other channels for disseminating information, as well as elementary training of KP personnel.

 In the future, advertising costs are significantly reduced as self-promotion increases, which does not require additional costs.

 2. Installation of an input device for economic parameters, a payoff generator (random number generator / sequential counter of customers or pieces of goods / services, etc.) with cash registers, a probability calculator, a purchaser of distributors, an irreversibility detector.

 3. Installation of equipment (lighting, audio, video, information, etc.) for advertising (for example, lights are turned on, solemn music is played, a message is sent to the speakers on the loudspeakers and video equipment, as well as on information networks, etc.) upon winning the General Staff, means of display, means of communication with the media, information networks, etc.

4. Installing appropriate software for these devices. ss In the initial period of the introduction of the GS system, such a significant transformation of the KP as expanding its space and logistics to serve a larger number of customers will not be required, since the KP usually has a sufficient reserve of bandwidth.

 Based on the above materials it is clear that the claimed invention exceeds the prototype in a number of indicators:

1. The system 1111 achieves the maximum stimulating effect on demand by means of accurate automatic calculation of the ratio of frequency and magnitude of wins.

 In the “optimal Prize-Purchase” system, the draw focuses on free (or at a discount ranging from 50 to 100% of the cost) receipt of some or part of the goods / services from the list of goods / services compiled by the client, i.e. 1111, and many small discounts that give a generally “smeared” effect, and a small number of large bonuses that weakly stimulate demand, have been eliminated.

 Thus, the number 1111 is less than the number of small discounts, but more than the number of big bonuses, i.e. has an optimal average value and in general has the greatest stimulating effect on demand. In this case, the probability of occurrence of 1111 is determined by means of automatic calculation using the mathematical model of the KP based on the given discounts and other economic parameters.

 The system of “extremely optimal Prize-Purchase” has an even greater stimulating effect on demand - it is free (or with the above-mentioned discount) receiving by the client, upon winning, the entire list of goods / services he has dialed.

At the same time, while maintaining the remaining positive differences of the invention from the prototype, the intermediate version 1111, consisting in the availability of various partial discounts of less than 100%, as well as the additional variant 1111, consisting of available various prizes in the form of goods, money or services.

 The use of all of the above options for PP is possible both individually and in any combination with each other, as well as with any other systems of stimulating demand.

 2. The economic basis of the PP system in principle differs from the economic basis of the lottery used in the prototype. Therefore, in the PP system there is no need to raise prices relative to other KPs where the invention has not been introduced to form the Prize Fund. There are no additional types of taxes, fees, etc. (for example, no tax is levied on each PP).

 There is no “customer incentive fund” (ie the Prize Fund), and therefore no KP financial resources are withdrawn from circulation (for more details see / 1-3 /). The costs of issuing PP by means of the automatic distribution of purchases and winnings are entered into the current expenses database of the commercial proposal. Each client pays only for himself and does not risk (as in the lottery) to lose the money paid or part of it. Thus, the system 1111 is beneficial for everyone: for customers receiving software, and for KP, receiving additional profit by attracting customers and increasing demand.

 3. The claimed invention provides a means of automatic monitoring of the constancy and continuity of the PP system (at least for quite long, economically justified periods of 1 month or more), all the while stimulating demand and attracting customers: list of goods / services that make up PP, and the amount of discounts over time can only expand and increase.

4. The probability of winning 1111 and other important parameters are set by automatic means of accurate calculation based on a number of economic indicators of KP that implements goods / services, using the appropriate mathematical model, which ensures the fulfillment of the conditions for its operability and maximum economic efficiency is achieved.

Industrial applicability

The inventive Method of stimulating demand and increasing profits - the Prize-Purchase system can be carried out by experts in practice and, when implemented, ensures the implementation of the claimed purpose, which allows us to conclude that it meets the criterion of "industrial applicability" for the invention.

LITERATURE

1. E. Derevyashkina: What is our life? A game! ! ! - “Repair & Service”, N ° 2, February 2002, p. 6-8.

 2. Federal Lottery Act, N ° 138-FZ (New)

 3. Razgulin SV.: Registration of lotteries (permission to the lottery). Publ. on the website of Business and Law LLC www.blaw.ru

Claims

Claim.

1. A way to stimulate demand and increase profits - the “Prize-Purchase system” - by issuing prizes to customers in a commercial enterprise that sells goods / services, when a winnings are determined using the winnings generator, and the commercial enterprise contains at least one winnings generator, may contain means for displaying the progress of the drawing and issuing winnings, may contain one or more cash registers, which may be connected to the generator of winnings,

 CHARACTERIZED in that they additionally introduce a system of “optimal Prize-Purchase” or a system of “maximum optimal Prize-Purchase”, containing a module for determining winnings, which determines winnings using a generator of winnings, the probability of which is automatically set by means of a probability calculator that automatically calculates this probability based on a number of economic parameters, containing a module for fixing payments and winnings, which automatically fixes winnings in the database of current expenses using a distribution system ator purchases containing a control unit said two systems Award-shopping, automatically controlling the limits set by discounts and a condition of their permanence and irreversibility of undiminished by a detector.

 2. The method according to claim 1, characterized in that as the "optimal Prize-Purchase" take the prize drawing system based on the mod ^ determination of winnings, containing a generator of wins and a probability calculator,

automatically sets the probability of winning for a given generator, moreover, the specified module determines the winnings of the goods / services from the list of goods / services compiled by the client, the winnings (Prize-Purchase) are established by drawing the indicated part, and the Prize-Purchases are issued at the time of payment for the purchase, with a discount limited to 50 to 100% of the purchase price.

 3. The method according to claim 2, characterized in that the “optimal Prize-Purchase” system contains a probability calculator that sets the probability of winning for the win generator, connected to the database of economic and nomenclature data of the commercial enterprise and determines the indicated probability using the mathematical model of the commercial enterprise, on the basis of a given discount, commercial margin, the intended increase in profits and the permissible maximum growth in sales (sustainability criterion).

 4. The method according to claim 2, characterized in that the “optimal Prize-Purchase” system contains a payment and win-win fixation module containing a cash register connected to a purchase distributor that records the purchase without a discount as a regular purchase, and makes the Prize-Purchase database of current expenses of a commercial enterprise.

5. The method according to claim 2, characterized in that the "optimal Prize-Purchase" system contains a control module for the specified system, connected to a database of economic and nomenclature data of a commercial enterprise, containing an input device for economic and nomenclature parameters, containing an irreversibility detector, which controls automatically the fulfillment of the condition according to which discounts are in the range from 50 to 100% of the cost of goods / services, expansion of the range of goods / services covered by the specified system, and increase discounts, during its implementation, it is acceptable, and the reverse action or exit from the "optimum system Prize-Purchases ”earlier than 1 month after its introduction are excluded.

6. The method according to claim 1, characterized in that as the "maximum optimal Prize-Purchase" they take a prize drawing system based on a win determination module containing a win generator and a probability calculator that automatically determines the probability of winning for this generator, and this module determines winning the entire list of goods / services dialed by the client, and the Prize-Purchases are issued at the time of payment for the purchase, with a discount limited to 50 to 100% of the purchase price.

 7. The method according to claim 6, characterized in that the system of "extremely optimal Prize-Purchase" contains a probability calculator that automatically sets the probability of winning for the win generator, connected to the database of economic and nomenclature data of the commercial enterprise and determines the specified probability using the mathematical model of the commercial enterprises, on the basis of a given discount, commercial margin, the intended increase in profits and the permissible maximum growth in sales (sustainability criterion).

 8. The method according to claim 6, characterized in that the “maximum optimal Prize-Purchase” system contains a payment and winnings fixation module, comprising a cash register connected to a purchase distributor that records the purchase without a discount as a regular purchase, and the Prize-Purchase makes in the database of current expenses of a commercial enterprise.

9. The method according to claim 6, characterized in that the system of "extremely optimal Prize-Purchase" contains a control module of the specified system, connected to the database of economic and nomenclature data of a commercial enterprise, containing an input device economic and nomenclature parameters, which contains an irreversibility detector that automatically controls the fulfillment of the condition according to which discounts are in the range from 50 to 100% of the cost, the expansion of the range of goods / services covered by this system, and the increase in discounts during its implementation, is permissible and the reverse action or withdrawal from the system of “maximum optimal Prize-Purchase” earlier than 1 month after its introduction is excluded.