WO2024022547A1 - Système et procédé de capture et d'évaluation de données de comportement de clients - Google Patents

Système et procédé de capture et d'évaluation de données de comportement de clients Download PDF

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Publication number
WO2024022547A1
WO2024022547A1 PCT/DE2022/000082 DE2022000082W WO2024022547A1 WO 2024022547 A1 WO2024022547 A1 WO 2024022547A1 DE 2022000082 W DE2022000082 W DE 2022000082W WO 2024022547 A1 WO2024022547 A1 WO 2024022547A1
Authority
WO
WIPO (PCT)
Prior art keywords
customer
hand
sales
scanners
sensors
Prior art date
Application number
PCT/DE2022/000082
Other languages
German (de)
English (en)
Inventor
Herbert Boos
Original Assignee
Herbert Boos
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Herbert Boos filed Critical Herbert Boos
Priority to PCT/DE2022/000082 priority Critical patent/WO2024022547A1/fr
Publication of WO2024022547A1 publication Critical patent/WO2024022547A1/fr

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Classifications

    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07G—REGISTERING THE RECEIPT OF CASH, VALUABLES, OR TOKENS
    • G07G1/00—Cash registers
    • G07G1/0036—Checkout procedures
    • G07G1/0045—Checkout procedures with a code reader for reading of an identifying code of the article to be registered, e.g. barcode reader or radio-frequency identity [RFID] reader
    • G07G1/0081—Checkout procedures with a code reader for reading of an identifying code of the article to be registered, e.g. barcode reader or radio-frequency identity [RFID] reader the reader being a portable scanner or data reader
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data
    • G06Q30/0204—Market segmentation
    • G06Q30/0205—Location or geographical consideration

Definitions

  • the invention relates to a system and a method for anonymously collecting and evaluating customer behavior data from customers in supermarkets, hardware stores and other sales outlets who are influenced by advertising and/or information.
  • Retailers always strive to promote sales by addressing customers as specifically as possible and advertising products as precisely as possible and bringing them into the focus of the customer.
  • EP 2 806 390 A1 a method and a device for controlling the output of product-related advertising messages to customers in sales systems is known, in which advertising measures in supermarkets and customer purchasing behavior are correlated with one another, with the aim of optimizing the advertising approach to customers.
  • the object of the present invention is to create a system and a method with which an even more precise and meaningful recording of customer behavior and the influence of advertising on the customer is made possible.
  • the central data processing system is used to store, correlate and evaluate data on prevailing boundary conditions and sales data, as already described above in connection with the system known from EP 2 806 390 A1, and also has a memory and a control device for storing and programmable output of product-related advertising messages and/or general advertising messages to the respective output media arranged in the sales outlet, which can be screens, displays, interactive screen devices or audio devices, which are arranged in or on shelves, suspended from the ceiling, or in sales stands , advertising pillars or the like can be integrated.
  • sensors are distributed throughout the sales outlet, which are assigned to specific areas of the sales outlet such as the entrance area, checkout area and respective product areas, and which are connected to the central data processing system and are used to record the presence of customers.
  • the sensors are used to detect and record shopping carts or shopping baskets located in their reception area, which are equipped with appropriate technical equipment readable identification elements such as transponders, which are used for the temporary, individualized identification of customers using these shopping carts or shopping baskets when shopping.
  • hand-held scanners to be used by the customer when shopping are used.
  • the customer receives a hand-held scanner provided by the sales outlet at the entrance to the sales outlet and carries it with them while shopping in order to use it to scan each item taken from a shelf for purchase.
  • the customer can then place the goods scanned in this way in a shopping cart or shopping basket or in a bag they have brought with them, as in the checkout area the data is transferred from the hand scanner directly to the checkout and the customer only has to pay.
  • Such hand scanners are already known and in use. They have a display on which the customer can see product information such as the item name and/or item number of the scanned product as well as its price, and where the number, individual prices and the total amount of products purchased by the customer so far during their visit are also displayed can.
  • these hand scanners are additionally provided with an integrated, technically readable identification element such as an RFID transponder, which can be recognized and read using the sensors within the sales outlet.
  • an integrated, technically readable identification element such as an RFID transponder
  • the respective hand scanner also serves for the anonymous individualization of the customer using it, at least temporarily during the shopping period, so that shopping carts and/or shopping baskets cannot be equipped with such identification elements.
  • the respective presence of the hand scanner and thus of the customer using it can be recorded via the sensors in the sales location and reported to the central data processing system, which together with the presence of the hand scanner at the corresponding location in the sales location the time and the length of stay are recorded and saved.
  • the handheld scanners are programmed and configured to time stamp and store each scan of an appropriately coded sign or product removed from a shelf by the customer for purchase. Even if the customer reverses a purchase by putting the goods back on the shelf and canceling the purchase using the scanner, the scanner provides this entry with a time stamp.
  • the purchase data is transferred from the respective hand scanner to a reading unit in the checkout area and stored in the central data processing system, it is not only known what exactly the customer has bought, but also when he bought it for each product or canceled the purchase again.
  • This data can be correlated in the central data processing system with the reporting data from the sensors, which shows at what point in time the customer in question was at which point within the sales location. Since it is also registered in the central data processing system at which location in the sales outlet and at what time which advertising message for which product was issued, the system can, by correlating this data, understand the purchasing behavior of the customer in question with considerably greater precision and significance and thus also the The effectiveness of product advertising can be assessed much more precisely than was possible with the known system described at the beginning, since for the first time, for example, the exact order and/or the exact time of product purchases can be correlated displayed advertising messages and/or information and/or lounge areas of the sales system can be set.
  • references to current promotions can also be made via the output media, directing customers to the respective promotion points in the sales location, and it can also be traced here whether a customer has reacted to such promotional advertising. by then going to the relevant action point.
  • behavior-controlled couponing can be implemented immediately. For example, if a special discount is granted on a specific advertised product as part of a promotion, there is no need to issue paper coupons or make them available for the customer to take with them, which are then conventionally taken into account at the checkout, but rather one presented on the issuing media or at the respective sales point is sufficient Code that can be scanned using the hand scanner and can be generated depending on behavior. This means that the scannable coupon can not only be taken into account immediately or promptly when making a purchase, but the system can also attach individual game rules and identifiers to the coupon (e.g.
  • the hand scanner can accept a code individually generated on the system's output media and display it on its own display, so that this code can then be taken over and processed by a read-capable device from the hand scanner's display at any time during the purchase, either For example, to trigger individual actions on the system's output media or even on other devices (e.g. mobile phones) in order to automatically access certain websites on the Internet, where individually tailored offers, recipes, product information, etc. can then be accessed or accessed.
  • the system can also recognize whether the customer was in a hurry and bought hastily, or whether he took his time, based on the time recording of each scan of a purchased product and the presence at certain locations in the sales location.
  • the customer remains completely anonymous and still enables a very precise evaluation of customer behavior due to the timely recording of every purchase and every stay at the various locations within the sales location, due to the recording of the exact order of purchases and changes to the purchases made, and the verifiability of subsequent purchases and cancellations.
  • sales outlets issue customer cards
  • a customer can first scan their customer card using the hand-held scanner when entering the sales location and thus identify themselves as a specific customer. Even if the sales outlet registers the customer with personal data when issuing a customer card, the customer's anonymity can be maintained if the number of an issued customer card does not match the customer number assigned to the customer and is not registered with the personal data, or if, for example, the system the customer card number is encrypted. Nevertheless, the customer remains clearly identified for the system using the customer card or its individual identifier. This has the advantage that the system can identify the returning customer and thus evaluate their customer behavior not just based on a single purchase, but based on multiple purchases.
  • the invention is described in more detail below using an exemplary embodiment with reference to the attached schematic drawing.
  • the drawing represents the system according to the invention in the manner of a block diagram or the sequence of the method according to the invention in the manner of a flow diagram.
  • the drawing shows four main blocks 1 to 4, namely an entrance or check-in area 1 of a sales location, for example a supermarket or hardware store, a sales area 2 of the sales location, which is the sales room or the entirety of several sales rooms can, and a cash register or check-out area 3, as well as a data processing area formed by a central data processing system 4.
  • a sales location for example a supermarket or hardware store
  • a sales area 2 of the sales location which is the sales room or the entirety of several sales rooms can
  • a cash register or check-out area 3 as well as a data processing area formed by a central data processing system 4.
  • Block 1 embodies the individualization area for customer individualization
  • Block 2 embodies the sales room, which is the action area for addressing customers and at the same time the reaction area for the customer who makes their purchases
  • Block 3 embodies the evidence area for customer evidence allocation
  • block 4 embodies the area for acquiring, recording, storing, enriching and processing data and for controlling the output of advertising messages.
  • Blocks 1 to 3 are typically areas of a retail outlet, such as a supermarket, a department store, a hardware store, or another market.
  • the Block 4 i.e. the data processing area, can be assigned to a single sales location alone, especially if it is a large market, but can also be assigned to a plurality of sales locations, for example a chain of stores.
  • the customer In the entrance area 1, through which a customer enters the sales outlet and can remove a shopping cart or shopping basket (not shown) if necessary, the customer also receives a hand scanner 5, which has a display 6 and with a technically readable identification device such as a RIFD -Chip 7 is provided, which identifies and individualizes the respective hand scanner and thus also the customer using it, at least while shopping for the system according to the invention.
  • a hand scanner 5 which has a display 6 and with a technically readable identification device such as a RIFD -Chip 7 is provided, which identifies and individualizes the respective hand scanner and thus also the customer using it, at least while shopping for the system according to the invention.
  • the customer can identify himself by scanning the customer card with the hand scanner 5, but still remain anonymous, as explained above.
  • the customer scans every product taken from a sales shelf or other storage area in the sales outlet for purchase or correspondingly coded signage, whereby the scanner provides each scan with a time stamp and saves it with it, so that the scanner includes every purchased product together registered at the exact time of purchase.
  • the scanned product can be shown to the customer on the display 6 along with the price and, if necessary, other product information.
  • the total purchase price of all previously purchased goods can be shown to the customer on the display 6 while shopping.
  • the data registered by the hand scanner 5 is then transmitted to a checkout 8 and from there to the central data processing system 4, where this data is stored and evaluated.
  • the central data processing system 4 also controls the output of advertising messages, which can be retrieved from an advertising message archive 9, which can be kept externally or integrated into the data processing system 4.
  • advertising messages which can be product-related and can be used to advertise a specific product, or which can also contain references to current promotions or other advertising messages may include, are transmitted from the data processing system 4 to output media 10, which are arranged at certain selected locations in the sales room 2, where advertising messages are to be issued, in particular to advertise a specific product offered at the respective location in the sales room 2.
  • the output media 10 can be screens for the visual and/or audiovisual presentation of advertising messages, which can be placed in or on sales shelves, can be integrated into advertising columns or sales stands, or can also be suspended from the ceiling of the sales room. In any case, such output media 10 can in some cases simply be designed as audio devices.
  • each output medium is individually supplied with an advertising message to be presented to the customer at the respective sales location within the sales room 2.
  • each output medium 10 there is a sensor 11 which, when a customer with his hand scanner 5 is in his detection area, reads the identification element 7 of the hand scanner in question and thus detects the presence of the customer using it and transmits it to the data processing system 4 This entry is registered along with the time of entry. This means that each customer's stay in the area of the respective output medium can be recorded and registered at a precise time.
  • sensors 11 can also be arranged at other locations within the sales room 2, where it is desirable to register the presence or passing of a customer in order to be able to track their path through the sales room 2.
  • Such a sensor 11 is also arranged in the entrance area 1 in order to detect and register a customer entering the sales room 2.
  • Sensors 12 are also provided outside and inside the sales area in order to monitor boundary conditions such as outside temperature, air pressure, To record the internal temperature in the sales room or air humidity and to transmit it to the data processing system 4 for registration.
  • Boundary conditions such as time of day, temperature, air pressure and humidity conditions make it possible to evaluate customer behavior very precisely under such boundary conditions and to correlate it with the advertising messages presented, from which the success or failure of advertising measures and/or advertised products can be assessed quite precisely, and by what means
  • a targeted control of the output of advertising messages is made possible in order to specifically target customers with advertising for certain products if, according to the given boundary conditions, customers are presumably particularly responsive to certain product advertising. This is the case, for example, when ice cream or soft drinks are advertised in hot temperatures, grill products are advertised on weekends in the summer, rain protection products are advertised when it rains constantly, or trend products are advertised depending on the purchasing behavior of customers.
  • the above description of the system according to the invention also describes the method according to the invention, which includes the individualization or identification of a customer entering the sales outlet via the hand-held scanner 5 he uses, which further includes the recording of the customer's shopping behavior by his path through the sales room 2 with dwell times is recorded and recorded at certain locations via the sensors 11, as well as the purchases made, including any changes, are registered chronologically via the scans using the hand scanner 5, and preferably prevailing boundary conditions are recorded and registered via the sensors 11.
  • the method ultimately includes storing, correlating and evaluating all of this data in the data processing system 4 and controlling the output of advertising messages based on this.

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  • Business, Economics & Management (AREA)
  • Finance (AREA)
  • Strategic Management (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • General Physics & Mathematics (AREA)
  • Physics & Mathematics (AREA)
  • Data Mining & Analysis (AREA)
  • Game Theory and Decision Science (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • General Business, Economics & Management (AREA)
  • Theoretical Computer Science (AREA)
  • Cash Registers Or Receiving Machines (AREA)

Abstract

L'invention concerne un système et un procédé de capture et d'évaluation de données de comportement de clients de clients qui sont influencés par de la publicité et/ou des informations dans des magasins, les itinéraires des clients et les temps passés dans le magasin étant capturés, au moyen de scanners portatifs (5), qui peuvent être capturés par des capteurs (11) et qui sont utilisés par les clients lors de l'achat, et les achats étant capturés chronologiquement et de manière précise dans le temps au moyen desdits scanners portatifs (6). À des endroits sélectionnés dans le magasin sont disposés des supports de sortie, par l'intermédiaire desquels des messages publicitaires sont émis sous forme audiovisuelle ou sous une autre forme de manière contrôlée. Un système de traitement de données (4) est utilisé pour commander la sortie des messages publicitaires et pour stocker et évaluer les données capturées au moyen des scanners portatifs (5) et des capteurs (11). Au moyen d'autres capteurs (12), des données de condition météo-marginale telles que la température extérieure, la température intérieure, l'humidité de l'air ou la pression d'air peuvent être capturées.
PCT/DE2022/000082 2022-07-25 2022-07-25 Système et procédé de capture et d'évaluation de données de comportement de clients WO2024022547A1 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
PCT/DE2022/000082 WO2024022547A1 (fr) 2022-07-25 2022-07-25 Système et procédé de capture et d'évaluation de données de comportement de clients

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
PCT/DE2022/000082 WO2024022547A1 (fr) 2022-07-25 2022-07-25 Système et procédé de capture et d'évaluation de données de comportement de clients

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Citations (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US5918211A (en) * 1996-05-30 1999-06-29 Retail Multimedia Corporation Method and apparatus for promoting products and influencing consumer purchasing decisions at the point-of-purchase
US7195157B2 (en) * 1996-09-05 2007-03-27 Symbol Technologies, Inc. Consumer interactive shopping system
EP2806390A1 (fr) 2013-05-22 2014-11-26 Herbert Boos Procédé et dispositif de commande de l'émission de messages publicitaires de clients liés à des produits dans des installations de vente
US20170109782A1 (en) * 2014-07-02 2017-04-20 Herbert BOOS Method and device for controlling the issuing of product-related advertising messages to customers in sales facilities

Patent Citations (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US5918211A (en) * 1996-05-30 1999-06-29 Retail Multimedia Corporation Method and apparatus for promoting products and influencing consumer purchasing decisions at the point-of-purchase
US7195157B2 (en) * 1996-09-05 2007-03-27 Symbol Technologies, Inc. Consumer interactive shopping system
EP2806390A1 (fr) 2013-05-22 2014-11-26 Herbert Boos Procédé et dispositif de commande de l'émission de messages publicitaires de clients liés à des produits dans des installations de vente
US20170109782A1 (en) * 2014-07-02 2017-04-20 Herbert BOOS Method and device for controlling the issuing of product-related advertising messages to customers in sales facilities

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