JP2011108064A - Sales promotion information generation system - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a sales promotion information generation system, capable of confirming the effect of information provided to a customer, and reflecting the result to information being provided. <P>SOLUTION: The system includes a customer information DB 15 which stores information on customers who visit a shop and take buying behavior; a fixed phrase DB 25 which stores a fixed phrase in which a report format is associated with a customer attribute; an electronic mail generation unit 20 which inserts the fixed phrase to the report format to generate sales promotion information according to the customer attribute; an electronic mail transmission unit 23 which delivers the sales promotion information to customers having the corresponding attribute; a sales promotion information management DB 16 which stores customer information to which the sales promotion information is delivered and the content of the sales promotion information; a transaction information DB 18 which stores information related to buying behavior; and an evaluation data acquisition unit 17 which acquires, based on the information related to buying behavior and the customer information to which the sales promotion information is delivered, data containing at least the ratio of the number of customers who have taken buying behavior to the delivery number of the sales information as evaluation data. <P>COPYRIGHT: (C)2011,JPO&INPIT

Description

  The present invention relates to a sales promotion information generation system that suitably generates sales promotion information distributed from a store to a customer.

  Many commercial facilities, such as shopping centers, widely advertise to buyers by distributing advertising media such as flyers and direct mail. Advertising media such as flyers can be used to promote a wide range of unspecified buyers for promotional advertising, so that product information can be made known to many buyers at the same time, new customers can be cultivated, and The buyer can be given comparison materials with competing stores.

  In addition, along with the spread of the Internet in recent years, many commercial facilities that adopt advertising techniques for products using websites have appeared. The advertisement using the homepage is convenient in that the product information can be obtained voluntarily at the place where the buyer wants to obtain it.

  An advertising medium such as a flyer is an important information source for buyers in comparison purchases. However, advertising media such as leaflets target a large number of unspecified customers depending on the distribution range. Also, advertising media such as leaflets lack product information in real time. Furthermore, advertising media such as leaflets are used to send product information to the mass market, and there is a limit to answering the individual needs of consumers.

  The commercial facilities can publish information in real time by using the homepage. However, whether or not the product information can be transmitted to the purchaser depends on whether or not the purchaser browses the homepage. For this reason, even if a commercial facility transmits product information, it is not possible to provide product information to buyers who do not have time to view the homepage, and the commercial advertising effect expected by the commercial facility can be obtained. It may not be possible.

  Conventionally, to deal with these problems, local retail stores and supermarkets can easily create special sale information manuscripts using electronic information and communication technology, and reliable delivery information can be quickly distributed to regional purchase customers. There is known a sale information distribution system with good cost performance, which can obtain information reliably and does not miss the opportunity to purchase sale items, has a sales promotion effect at a low cost, and can be expected to increase the number of customers (see Patent Document 1). .

  E-mail document automatic editing that enables efficient and accurate creation of e-mail documents for sending when sending sentences of the same content or sentences that differ only in part to different destinations An apparatus is known (see Patent Document 2).

JP 2004-054545 A JP 2001-117833 A

  The sale information distribution system disclosed in Patent Document 1 is an advertisement method suitable for time-limited service bulletins such as time sale by sending sale information created at a store terminal to a terminal owned by a customer by e-mail. It was to provide.

  However, this special sale information distribution system is intended to provide the same product information to an unspecified number of customers, similar to advertisements using flyers and homepages. For this reason, this special sale information distribution system has not been able to provide the information required by buyers when necessary, in response to the detailed needs of individual buyers.

  The electronic mail document automatic editing apparatus disclosed in Patent Document 2 extracts a customer to be an electronic mail document transmission target based on various data relating to the customer stored in advance in accordance with an instruction from an operator. However, this e-mail document automatic editing device only creates e-mail documents automatically, and no disclosure is made regarding methods for extracting customers who send e-mail documents and confirming the effectiveness of sending e-mail documents to customers. Was not.

  In addition, there is no way for the commercial facility side to grasp the needs of the purchaser side and provide product information suitable for the customer's lifestyle. In particular, with the development of large-scale suburban commercial facilities in recent years, community-based commercial facilities cannot secure a sufficient market share. Under such circumstances, in a community-based commercial facility, there is a demand for a technique for directly transmitting product information according to the needs of individual buyers by taking advantage of the advantage of being located in the buyer's living area.

  The present invention has been made in consideration of such circumstances, and can determine the effect of information provided to a customer, and can also reflect the result in the provided information. The purpose is to provide.

  In the sales promotion information generating system according to the present invention, customer information storage means for storing customer information, which is information relating to attributes of customers who visit a store and perform purchase behavior, a standard document, and the attributes of the customer are associated with each other. A fixed sentence storage means for storing the fixed form sentence, a sales promotion information generation means for inserting the fixed form sentence into the fixed form document and generating sales promotion information which is information relating to the sales promotion according to the attribute of the customer, and the sales promotion Promotion information distributing means for distributing information to the customer having a corresponding attribute, and sales information storing means for storing the customer information to which the sales promotion information is distributed and the contents of the sales promotion information when the sales promotion information is distributed. And, when the customer visits the store and performs the purchase behavior, purchase behavior storage means for storing information related to purchase behavior, and purchase behavior stored in the purchase behavior storage means. Data including at least a ratio of the number of customers who have performed the purchase behavior with respect to the number of distributions of the sales information based on the information and the customer information to which the sales promotion information stored in the sales promotion information storage unit is distributed. And evaluation data acquisition means for acquiring the above as evaluation data.

  According to the sales promotion information generating system concerning the present invention, the effect of the information provided to the customer can be confirmed, and the result can be reflected in the provided information.

The figure explaining the outline | summary at the time of applying the sales promotion information generation system which concerns on this invention. The lineblock diagram showing one embodiment of the sales promotion information generation system concerning the present invention. The figure which shows an example of the customer information stored in customer information DB. The figure which shows an example of the method of providing a rank division to customer information. The flowchart explaining the email production | generation process implemented in a sales promotion information production | generation apparatus. The figure which shows an example of the information stored in event information DB. The figure which shows an example of the fixed form document stored in fixed form sentence DB. The figure which shows an example of the fixed sentence (message) inserted in the message column according to the event stored in fixed form DB. The figure which shows an example of the fixed phrase (message) inserted in the message column according to the season stored in fixed phrase DB. The figure which shows an example of the fixed text (message) inserted in the privilege message column according to the rank classification of the customer stored in fixed text DB. The flowchart explaining the effect measurement process performed by an FSP server apparatus.

  Embodiments of the present invention will be described with reference to the accompanying drawings.

  FIG. 1 is a diagram for explaining an outline when the sales promotion information generating system according to the present invention is applied.

  In the sales promotion information generation system, for example, information (hereinafter simply referred to as “sales promotion information”) for the sales store 1 such as a shopping center to perform sales promotion for the customer 2 (hereinafter simply referred to as “sales promotion”) is suitably used. It is a system used to generate. It should be noted that the store 1 side described below includes not only a store that sells products to the customer 2 but also a system administrator who performs sales promotion for the store.

  The store 1 side issues and holds a card such as a point card or a credit card to the customer 2. The store 1 side acquires information about the customer 2 (address, name, age, date of birth, etc.) as customer information when the card is issued.

  The store 1 side generates the sales promotion information 4 based on the data related to the stored customer information. The sales promotion information 4 is prepared in advance according to customer attributes, and a message composed of fixed phrases according to customer attributes is generated. The generated sales promotion information 4 is delivered to the customer 2 using e-mail, facsimile, or the like.

  The customer 2 visits the store based on the sales promotion information 4 distributed from the store 1 side. At this time, the store 1 side obtains and stores information related to the purchase behavior of the customer 2 as purchase data 3 by presenting a point card or the like when the customer 2 visits the store or purchases a product. Purchasing behavior refers to customer behavior including merchandise purchase and visits to stores where merchandise purchase is not essential.

  The store 1 side measures the effect 5 of the distributed sales promotion information 4 based on the acquired purchase data 3. Specifically, for example, the store 1 obtains, as evaluation data, a value obtained by measuring the number of customers who actually visited the store with respect to the number of distributions of the sales promotion information 4 and performs the effect measurement 5 based on this data. In order to reflect the evaluation data and to distribute the sales promotion information 4 more effectively, a data improvement operation 6 relating to the sales promotion information 4 stored in advance is performed. Thereafter, the cycle formed by the customer 2 and the store 1 described above is repeated, and effective sales promotion information reflecting the purchase behavior of the customer is generated, and sales promotion is performed efficiently.

  FIG. 2 is a block diagram showing an embodiment of the sales promotion information generating system according to the present invention.

  The sales promotion information generation system mainly includes an FSP (Frequent Shoppers Program) server device 11, a POS (Point of sale system) server device 12, and a sales promotion information generation device 13.

  The FSP server device 11 is a server computer that controls sales promotion work on the POS system. The FSP server device 11 does not need to be installed in a store used by a customer, and it is only necessary to be able to communicate with the POS server device 12 and the sales promotion information generating device 13 or to exchange data without communication. The FSP server device 11 includes a customer information database (DB) 15, a sales promotion information management database (DB) 16, and an evaluation data acquisition unit 17. The customer information DB 15 stores information related to various customers including a card number, name, and age held by the customer. The sales promotion information management DB 16 stores the contents of the sales promotion information generated and transmitted by the sales promotion information generation device 13, customer information of the transmission destination, and the like. The evaluation data acquisition unit 17 acquires evaluation data for measuring the effect on the sales promotion information distributed to the customer. Details of the customer information DB 15, the sales promotion information management DB 16, and the evaluation data acquisition unit 17 will be described later.

The POS server device 12 is a server computer that controls sales information in a store while communicating with the FSP server device 11 via a network. The POS terminal devices 19 ₁ ... 19 _n (POS terminal device 19) are devices that incorporate a cash register and execute input of product sales and output of receipts while communicating with the POS server device 12. The type, quantity, amount, transaction date, information about the customer who made the transaction, etc. acquired by each POS terminal device 19 are stored in the transaction information database (DB) 18 of the POS server device 12. Further, when a benefit such as a discount or a gift included in the sales promotion information is used, the details of the benefit used and information about the customer who uses the privilege are also stored in the transaction information DB 18.

  In addition, it is assumed that the POS server device 12 is connected to a POS terminal device 12 including a POS terminal device that can acquire information indicating that the customer has visited the store by reading the customer's card when the customer visits the store. The customer information acquired when visiting the store is similarly stored in the transaction information DB 18.

  The sales promotion information generation device 13 is a device that generates sales promotion information distributed to customers of a store and distributes it via a medium such as e-mail or facsimile. The sales promotion information generation device 13 includes an e-mail generation unit 20, a fixed phrase creation unit 21, an input unit 22, an e-mail transmission unit 23, an event information database (DB) 24, and a fixed phrase database (DB) 25.

  The e-mail generator 20 generates an e-mail as sales promotion information distributed to the customer based on the instruction received by the input unit 22. The e-mail generation unit 20 generates an e-mail based on information stored in the event information DB 24, the fixed sentence DB 25, and the customer information DB 15 of the FSP server device 11. Details of the process at the time of e-mail generation performed by the e-mail generation unit 20 will be described later.

  The event information DB 24 stores information related to events that are the timing for generating sales promotion information. The fixed phrase DB 25 stores a fixed sentence of the sales promotion information transmitted when the event occurs, which is stored in the event information DB 24. Details of the information stored in the event information DB 24 and the fixed phrase DB 25 will be described later.

  The fixed phrase creation unit 21 manages registration, reference, update, deletion, and the like of fixed phrases stored in the fixed phrase DB 25. The input unit 22 receives various instructions at the time of generating an e-mail or creating a fixed sentence. The e-mail transmission unit 23 transmits the e-mail generated by the e-mail generation unit 20 to a customer terminal (not shown). Here, the customer terminal may use a facsimile receiving means in addition to the electronic mail receiving means such as a personal computer or a cellular phone. In this case, the e-mail transmission unit 23 has a configuration capable of converting an e-mail to a facsimile on the transmission side (sales side) or the reception side (customer side) even if the receiving means of the transmission destination is a facsimile. preferable. For example, an elderly person who cannot use e-mail has an advantage of having a configuration capable of transmitting sales promotion information by facsimile.

  Next, information stored in the customer information DB 15 of the FSP server device 11 will be described.

  FIG. 3 is a diagram illustrating an example of customer information stored in the customer information DB 15.

  The customer information DB 15 includes, for example, a card number 31, a name 32, an age 33, an e-mail address (address) 34, a gender 35, a family structure 36, whether or not a car can be driven (car driving) 37, and a residential area (district) 38. Information such as the telephone number 39 and the rank classification 40 is stored.

  Among these pieces of customer information, the card number 31 is an ID number of a card that is given to the card in advance or after the card issuance. Among the customer information, the name 32, age 33, address 34, gender 35, family structure 36, car driving 37, district 38, and telephone number 39 are information acquired from the customer when the card is newly registered. The rank classification 40 of the customer information is information for determining privilege information included in the sales promotion information described later, and is stored in the transaction information DB 18 of the POS server device 12 based on product sales or the occurrence of a store visit. This information is given based on the information.

  FIG. 4 is a diagram illustrating an example of a method for assigning rank classification to customer information.

  For example, the rank categories are ranked in five levels of A, B, C, D, and E in descending order according to a predetermined standard. The rank classification is determined by a combination of ranks of purchase frequency and store visit frequency provided in three stages. In the rank classification, for example, the purchase frequency and the visit frequency within a predetermined period of each customer are totaled on a predetermined day of every month, and the total result is reflected. For example, the purchase frequency and the visit frequency for the previous month are counted on the 15th of every month, and the count results are reflected from the 1st of the following month.

  The purchase frequency is, for example, “purchase frequency 1” if the product is purchased three or more times a week, “purchase frequency 2” if it is four or more times a month, and “purchase frequency 3” if it is less than four times a month. Assigned. The store visit frequency is, for example, “visit frequency 1” if the store visits three times a week, “visit frequency 2” if it is four times or more a month, and “visit frequency 3” if it is less than four times a month. Assigned. For example, the highest rank category A is given to customers corresponding to the purchase frequency 1 with the highest purchase frequency and the store visit frequency 1 with the highest store visit frequency.

  Next, a process for creating an e-mail as sales promotion information, which is performed in the sales promotion information generating apparatus 13, will be described.

  FIG. 5 is a flowchart for explaining an e-mail generation process performed in the sales promotion information generation apparatus 13.

  When the event stored in the event information DB 24 occurs (Step S1), the sales promotion information generation device 13 starts generating an email by the email generation unit 20. Note that generation of an e-mail may be started automatically when an event occurs, or may be started when an instruction is received from the input unit 22.

  FIG. 6 is a diagram illustrating an example of information stored in the event information DB 24.

  The event information DB 24 stores an event date 41 and an event name 42. Among these, when the event date 41 arrives, it is determined that an event has occurred, and the e-mail generation unit 20 starts generating e-mail. Alternatively, when an event generation instruction is received by the input unit 22, the e-mail generation unit 20 starts generating an e-mail. For example, when generating sales promotion information related to the time service of a store, the sales information is generated and distributed in real time based on the current situation of the store by starting when receiving an instruction from the input unit 22. be able to.

  The e-mail generation unit 20 extracts a fixed sentence corresponding to the event information in the event information DB 24 from the fixed sentence DB 25 (step S2), and inserts the extracted fixed sentence into the fixed document (step S3).

  FIG. 7 is a diagram showing an example of a fixed form document stored in the fixed form DB 25. 7 includes, for example, a message column 45 corresponding to an event, a message column 46 corresponding to a season, a message column 47 corresponding to a family structure, and a privilege message column 48 corresponding to a customer rank category.

  FIG. 8 is a diagram illustrating an example of a fixed phrase (message) inserted into the message column 45 corresponding to an event stored in the fixed phrase DB 25. FIG. 9 is a diagram showing an example of a fixed phrase (message) inserted in the message column 46 corresponding to the season stored in the fixed phrase DB 25.

  The fixed sentence shown in FIG. 8 determines the customer's condition for inserting a message based on the district 51, age 52, gender 53, family structure 54, and whether or not the car can be driven (car driving) 55.

  In the standard sentence shown in FIG. 9, the customer condition for inserting the message is determined by the family composition 56 and the age 57. A message field 47 corresponding to the family structure is provided at the beginning of the message field 46 corresponding to the season, and a fixed sentence corresponding to the family structure is inserted.

  When the standard text is inserted into the standard document, the e-mail generation unit 20 acquires customer information that meets the conditions of the generated standard document from the customer information DB 15 of the FSP server device 11 and designates it as a delivery destination of the standard document. (Step S4). Further, the e-mail generation unit 20 extracts a privilege message based on the rank classification of the customer information designated as the distribution destination, and inserts it into the standard document (step S5).

  FIG. 10 is a diagram illustrating an example of a fixed sentence (message) inserted into the privilege message column 48 corresponding to the customer rank classification stored in the fixed sentence DB 25.

  The e-mail generator 20 inserts a privilege message into the standard document shown in FIG. 7 according to the customer rank classification acquired from the customer information DB 15.

  The e-mail transmission unit 23 transmits the standard document generated by the e-mail generation unit 20 to each customer as sales promotion information (step S6).

  Here, the sales promotion information generation device 13 receives information (for example, a card number) related to the customer who distributed the sales promotion information to the sales promotion information management DB 16 of the FSP server device 11 after the e-mail generation processing is performed, and the content ( Register the details of the award and the name of the product that promoted the promotion. This is because the evaluation data is obtained in the effect measurement 5 (see FIG. 1) and the subsequent improvement 6 is performed. Hereinafter, an example of effect measurement will be described.

  The effect measurement is based on evaluation data obtained from information related to the customer who distributed the sales promotion information stored in the sales promotion information management DB 16 obtained by the FSP server device 11, the visit rate of the customer who distributed the sales promotion information, the purchase rate, and the like. Done.

  FIG. 11 is a flowchart for describing an evaluation data acquisition process executed by the FSP server apparatus 11.

  The evaluation data acquisition unit 17 of the FSP server device 11 acquires the transaction information stored in the transaction information DB 18 of the POS server device 12 (step S11). The transaction information includes, for example, customer information for purchasing the product, product name, price, presence / absence of privilege use included in the sales promotion information, and the like. The evaluation data acquisition unit 17 acquires, from the sales promotion information management DB 16, sales promotion management information such as customer information that distributed the sales promotion information, a product name included in the sales promotion information, and a privilege type (step S <b> 12).

  The evaluation data acquisition unit 17 acquires evaluation data based on the acquired transaction information and sales promotion management information (step S13). Evaluation data includes, for example, the ratio of the actual number of visitors to the number of distributions of sales promotion information (visit rate), the ratio of the number of purchasers (purchasing rate), the rate of visits and purchase rates for the content of sales promotion information, and the privilege content of sales information It is a utilization rate. Other evaluation data includes the store visit rate and purchase rate by customer rank category, store visit rate and purchase rate by age group, store visit rate and purchase rate by distribution time of sales promotion information, and the like.

  The FSP server device 11 outputs the acquired evaluation data to the sales promotion information generation device 13 (step S14). As a result, the sales promotion information generation device 13 measures the effect on the distribution of sales promotion information with reference to the evaluation data at the time of subsequent sales promotion information generation, and automatically generates the contents of standard documents and standard sentences with a high purchase rate and store visit rate. Creation, selection, improvement of efficiently determining the distribution target of the sales promotion information, or editing of the contents of the standard document and the standard sentence based on the effect measurement result by the operator or the input unit 22 can do. Or, when it is determined that the contents of the promotional information and the privilege contents with a high store visit rate and purchase rate by accumulating evaluation data, the priority read from the fixed phrase DB 25 is increased, the age and sex with a high purchase rate, Evaluation data can be used effectively by preferentially distributing promotional information to customers in the district.

  According to this sales promotion information generation system, a message suitable for each customer can be transmitted based on the customer information and a preset sentence prepared in advance. Further, the sales promotion information generation system cooperates with the sales promotion information generation device 13, the FSP server device 11, and the POS server device 12 to feed back evaluation data obtained from transaction information and customer information, and generate subsequent sales promotion information. Therefore, it is possible to examine the contents of already distributed sales promotion information and generate sales promotion information with a high purchase rate and store visit rate.

  In addition, since the effect of the message sent to the customer can be measured (acquisition of evaluation data) from the store visit behavior and purchase behavior actually performed by the customer, a system for confirming the effect of the sales promotion information is particularly provided. It is also effective in that it can be easily measured without being necessary.

DESCRIPTION OF SYMBOLS 1 Dealer side 2 Customer 3 Purchasing data 4 Sales promotion information 5 Effect measurement 6 Improvement operation 11 FSP server apparatus 12 POS server apparatus 13 Sales promotion information generation apparatus 15 Customer information database (DB)
16 Promotional information management database (DB)
17 Evaluation Data Acquisition Unit 18 Transaction Information Database (DB)
19 POS terminal device 20 E-mail generation unit 21 Fixed phrase creation unit 22 Input unit 23 E-mail transmission unit 24 Event information database (DB)
25 Fixed phrase database (DB)

Claims (6)

Customer information storage means for storing customer information, which is information relating to attributes of customers who visit the store and perform purchase behavior;
A fixed sentence storage means for storing a fixed form document and a fixed form sentence associated with the customer attribute;
A sales promotion information generating unit that inserts the standard text into the standard document and generates sales promotion information that is information related to sales promotion according to the attribute of the customer;
Sales promotion information distribution means for distributing the sales promotion information to the customer having a corresponding attribute;
When the sales promotion information is distributed, sales information storing means for storing the customer information to which the sales promotion information is distributed and the content of the sales promotion information;
When the customer visits the store and performs the purchase behavior, purchase behavior storage means for storing information related to purchase behavior;
Based on the information related to the purchase behavior stored in the purchase behavior storage means and the customer information to which the sales promotion information stored in the sales promotion information storage means is distributed, the purchase behavior with respect to the number of distributions of the sales information is determined. A sales promotion information generating system comprising: evaluation data acquisition means for acquiring data including at least a ratio of the number of customers performed as evaluation data. The sales promotion information generation system according to claim 1, wherein the evaluation data acquisition unit outputs the evaluation data to the sales promotion information generation means. 2. The sales promotion information generation system according to claim 1, further comprising an input unit that receives editing of the fixed form document and the fixed form stored in the fixed form storage unit. The sales promotion information generation system according to claim 1, wherein the sales promotion information is transmitted by e-mail or fax. The customer information includes a rank division given according to purchase behavior,
The fixed phrase storage means further stores a fixed phrase related to a privilege associated with the rank category,
The said sales promotion information production | generation means inserts the fixed sentence regarding the privilege matched with the said rank classification provided to the customer where the said sales promotion information is delivered to the said fixed form document, The said sales promotion information is produced | generated. Promotion information generation system. The sales promotion information generation system according to claim 1, wherein the information related to purchase behavior is information related to customer behavior including purchase of a product and visit to a store where purchase of the product is not essential.

Images