RU49307U1 - RETAIL SYSTEM FOR PERIODIC PRINTED PRODUCTS - Google Patents

Abstract

The utility model relates to automated systems for retail, mainly periodicals. The PPP retail system comprises a control and signal processing unit, a memory device, a block for structural analysis and conversion of advertising and information materials, a synthesis unit for advertising and information blocks, a communication unit with the finished PPP storage, a communication unit with publishers, and an outlet interface, input / the output of each of which is connected to the main bus. In addition, it contains a block of factor analysis and the formation of a temporary structure of advertising and information blocks, a block for receiving and processing messages from retail outlets, a block for information support of the PPP retail process, a device for generating optimal PPP delivery modes, and a delivery process control device. The first output of the block for structural analysis and conversion of advertising and information materials is connected to the first input of the synthesis block of advertising and information blocks, the second input of which is connected to the output of the block of factor analysis and the formation of the temporary structure of advertising and information blocks, the first and second inputs of which are connected respectively to the second output block structural analysis and conversion of promotional materials and the release of information support process

retailers RFP. The input of the unit for receiving and processing messages from retail outlets is connected to the main bus, and its first and second outputs are connected respectively to the first and second inputs of the information block of the PPP retail process, the output of which is also connected to the input of the device for generating optimal PPP delivery modes, to the output which is connected to the delivery process control device. Each outlet contains a payment unit connected to the local network, at least one audiovisual or visual means for a collective review, and at least one terminal for customers. The technical result achieved by using the utility model consists in increasing the sales volume of the entire RFP while reducing the share of its return.

Description

The utility model relates to automated systems for retail, mainly periodicals.

As follows from the prior art, the solution to the problem of increasing the efficiency of systems for retail trade in industrial and food products is provided by stimulating the sales process by:

- providing regular customers with various discounts on the goods they purchase (see patents RU - C1 - No. 2161328, 2000; US - A - No. 5649114, 1997; US - A - No. 5857175, 1999; US - A - No. 5612527, 1997; RU - C1 - No. 2172979, 2000);

- the provision of advertising and information materials to buyers on the premises using both a collective review (screens located at a sufficiently large distance from the floor) and individual use (see patent RU - U1 - No. 34774, 2003);

- ensuring that customers can use goods in cash or non-cash means of payment (see application WO - A1 - 96/09592, 1996; patent RU - C1 - No. 2162245, 2000).

However, periodic printed matter (PPP) as

a retail product has a number of fundamental features, as a result of which the effectiveness of PPP retail trade is determined not only by the nomenclature and sales volume, but by its return share. This circumstance does not allow, in relation to the RFP, the use of well-known technical solutions to improve the efficiency of the retail systems of industrial and food products with the expected technical result.

Indeed, the provision of various kinds of discounts by retail outlets to customers can only result in redistribution of RFP buyers between retail outlets, while (due to the objectively established “more conservative attitude” of a significant part of RFP buyers to their previously chosen or selected periodicals in comparison with their attitude to the assortment of other goods) the nomenclature and sales volumes of PPP will not undergo any significant changes. A consequence of the “conservative attitude” of a significant part of buyers towards PPP is the fact that the time interval during which the buyer is at the PPP retail outlet is usually a few minutes. This is significantly less than the time spent by the buyer when visiting retail outlets for food and industrial goods. As a result, the efficiency of advertising and information media installed in the trading premises, for example, audiovisual, collective review (use), is proportionally reduced. It should be emphasized here that the advertising and information activities used in

retail trade in food and industrial goods, is aimed not at the fact that the buyer purchased more goods (people's needs for food and industrial goods, although they are different, but limited), but at the fact that the buyer purchased the goods of the advertised manufacturer. A fundamentally different situation takes place in the retail trade of PPP, as the need for people to receive comprehensive information does not have those rather stringent restrictions that apply to food and industrial goods. In this regard, it is not so much the advertisement of the periodicals themselves (which is essentially adequate to the advertising activities carried out in the retail trade of food and industrial goods) that is gaining special importance, but the advertisement of each individual issue (number).

The fact is that the information content of the individual issues of each periodical and print publication is different, and therefore, there is no objective reason to speak about the strict constancy in time of the readership of each periodical print publication. In other words, thanks to the advertising of individual issues of a periodical printed publication, the demand for its individual issues increases due to buyers who are not regular readers of this periodical. The result is an increase in PPP sales.

However, advertising and informational materials that are constantly displayed at retail outlets in PPP (according to the recommendations in the German industry standard “Coordinated Marketing of Distribution of PPP.

The Joint Provisions for the Services of Wholesale Enterprises and Publishers, 1993, signed by the Union of German Journal Publishers, Public Magazines Division. The Federal Union of German Book and Magazine Wholesalers and the Federal Union of German Newspaper Publishers) on newspaper towers, turntables, stands, etc. are ineffective, since getting to know them requires a lot of time.

As for the use by some publishers of television and / or radio announcements relating to individual issues of their periodicals, this does not provide the corresponding advertising costs of the effectiveness of the distribution of certain issues of the periodicals due to the fact that at the time a potential buyer received information of interest to him is in a place inaccessible to him at the moment. In addition, an advertising campaign conducted by a publishing house for a particular issue of its periodical print publication may lead to a reduction to zero of the share of its return, but it will not be able to ensure a constant retail sales performance for other issues of the same publication without taking into account real-time sales dynamics each issue.

Thus, the prior art systems for the retail sale of goods in a retail space cannot be considered as the closest analogues of the PPP retail system, since in the latter case it is necessary to ensure, on the one hand, a simultaneous increase in the sales volume of all periodical print media (i.e. of goods

different manufacturers, and not just one, as in the well-known technical solutions), but on the other hand, reduce the share of return of the RFP.

This useful model is aimed at solving the technical problem of increasing the efficiency of the system for the retail trade of PPP. The technical result achieved in this case is to increase the volume of sales of the entire PPP while reducing the share of its return.

According to the proposal, the task is solved in that the system for the retail trade of the RFP contains a control and signal processing unit, a memory device, a block for structural analysis and conversion of advertising and information materials, a synthesis unit for advertising and information blocks, a communication unit with a repository of finished printed materials, a unit communication with publishers and the interface connected by communication channels to the local network of cake points, the input / output of each of which is connected to the master via a two-way line a linen bus, as well as a block for factor analysis and the formation of a temporary structure for advertising and information blocks, a block for receiving and processing messages from retail outlets, a block for information support of the retail trade process for periodical printed materials, a device for generating optimal delivery modes for periodical printed materials, and a delivery process control device, the first output of the block structural analysis and conversion of advertising and information materials is connected to the first input of the synthesis of advertisements o-information units, the second input of which is connected to the output of factor analysis unit and the formation of a temporary structure advertisement information

blocks, the first and second inputs of which are connected respectively with the second output of the block for structural analysis and conversion of advertising and information materials and the output of the information block for the process of retailing periodical printed products, the input of the block for receiving and processing messages from retail outlets is connected to the main bus, and its first and the second outputs are connected respectively to the first and second inputs of the information support unit of the process of retailing periodicals, the output of which is also connected to the input of the device for generating optimal delivery regimes for periodical printed products, the output of which is connected to the delivery process control device, and each outlet contains a payment unit connected to the local network, at least one audiovisual or visual means for collective review and, at least one terminal for buyers.

In addition, the task is solved in that:

- the customer terminal contains an input-output unit, the input / output of which is connected to the local network, input means and a monitor connected respectively to the input and output of the input-output unit;

- Each outlet is equipped with means for connecting the terminal for the buyer to the Internet;

- each outlet is equipped with a manager terminal connected to the local network and including a monitor, a processor unit with a dialed field and a means for voice communication with customers;

- the memory device includes a database of publishers, a database

data on the consolidated schedule of periodicals, the address database of outlets, a database on the availability of periodicals in the repository, a memory block for advertising and information materials;

- the information support unit for the process of retailing periodical printed products additionally contains an input / output that is connected by a two-way line to the main bus, and the memory device additionally contains a database on the dynamics of sales of periodical printed products at each outlet.

Thus, due to constant monitoring of both PPP deliveries to each outlet and current sales parameters (nomenclature and volumes) of PPP also for each outlet, the proposed system for retail trade of PPP provides, on the one hand, optimal (from the point of view of minimization of the return share) of PPP delivery regimes for each outlet, and on the other hand, the formation of optimal (in terms of sales promotion) for each outlet and intended for collective viewing in the outlet of advertising information blocks with simultaneous provision for each customer with the possibility of independently using the appropriate terminal to familiarize themselves in more detail not only with the information that he is interested in, contained in the advertising and information block he has viewed, but also with any information contained in the system’s memory device.

Connecting the customer’s terminal to the Internet provides independent customer access to the information provided on the relevant websites of the PPP publishers,

which will undoubtedly lead to an increase in sales of PPP, thanks to better customer awareness of the contents of the next issues of PPP.

The presence of a manager (seller) terminal at each point of sale allows you to simplify his communication with customers at a time when they use the corresponding terminal. Owing to operative interactive communication with the manager, the time for buyers to search for the necessary information is reduced, the convenience for customers is increased, and therefore the effectiveness of the means to stimulate sales of the RFP.

The proposed implementation of the memory device is optimal in terms of the amount of information presented to customers that is necessary to stimulate the sales process of the RFP, and the cost of the proposed system.

In the future, the proposed technical solution is illustrated by a specific example, which, however, is not the only possible, but clearly demonstrates the possibility of achieving the expected technical result by the above set of essential features.

Figure 1 shows a block diagram of a system for retailing RFP; figure 2 is a block diagram of the nodes included in the system, which are located at each outlet.

The PPP retail system comprises (Fig. 1) a signal control and processing unit 1, a memory device 2, a structural analysis and conversion module 3 for advertising and information materials, a synthesis information and advertising unit 4, a factor analysis unit 5, and an advertising structure temporary structure 5 -information blocks, block 6 receiving and processing messages from outlets, block 7

informational support of the PPP retail process, device 8 for generating optimal PPP delivery modes to retail outlets, delivery process control device 9, communication block with publishers 10, communication block 11 with finished PPP storage, interface 12 of retail outlets and a bus 13. Control block 1 and signal processing of coins to be made in the form of a controller or an automated workplace of an operator (manager) equipped with a central processor with software and input-output means (monitor m, type-setting field). Blocks 3-7, 10 and 11, as well as devices 8 and 9 can be performed using modern computer technology, as well as in the form of appropriate automated workstations for operators equipped with personal computers.

The input / output of blocks 1, 3, 4, 10, and 11, as well as the input / output of the device 2 and the interface 12 of the outlets are connected via two-way lines to the trunk bus 13, which includes, as usual, the address, information, and control buses.

The first output of block 2 of the structural analysis and conversion of advertising and information materials is connected to the first input of block 4 of the synthesis of advertising and information blocks. The second output of block 2 of the structural analysis and conversion of advertising and information materials is connected to the first input of block 5 of factor analysis and the formation of a temporary structure of advertising and information blocks, the output of which is connected to the second input of block 4 of the synthesis of advertising and information blocks.

Input block 6 receiving and processing messages from trade

points connected to the main bus 13, and its first and second outputs are connected respectively to the first and second inputs of block 7 of the information support of the PPP retail process. The output of the block 7 of information support of the PPP retail process is connected to the second input of the block 5 of factor analysis and formation of the temporary structure of the advertising and information blocks and the input of the device 8 for generating optimal delivery modes of the RFP, the output of which is connected to the input of the delivery process control device 9.

In a preferred embodiment of the proposed system, the memory device 2 includes a database 14 of publishers' data, a database 15 of a summary schedule of periodicals, an address database of 16 outlets, a database of 17 data on the availability of RFP in the storage, and a memory block 18 of advertising and information materials.

In some cases, it is advisable that the information block 7 of the retail process was made with input / output, which is connected via a double-sided line (shown in dashed lines in FIG. 1) to the bus line 13. In this case, the memory device 2 further comprises a database 19 PPP sales dynamics at each outlet.

Outlets are interconnected by communication channels in a local network connected to the interface of 12 outlets. Each outlet contains at least one audiovisual or visual collective viewing device 20 connected to the local area network, including a screen 20.1 that is installed so that it is visible from different points of the retail premises, at least

one terminal 21 for buyers and (in a preferred embodiment) terminal 22 of the manager (seller). The customer terminal 21 comprises an input / output unit 23, the input / output of which is connected to a local area network, input means, for example, a keyboard 24 and a monitor 25, which are connected respectively to the input and output of the input / output unit 23. In a preferred embodiment, each outlet is equipped with means for connecting the terminal 21 for the buyer to the Internet.

The terminal 22 of the manager contains a processor unit 26 connected to the local network with a monitor 27 and a dial-up field 28, as well as means 29 for voice communication with customers. In addition, each outlet contains a payment unit 30 associated with the local network.

The RFP retail incentive system operates as follows. Information (in one form or another, for example, electronic) about the nomenclature and volumes of finished products located there is received at the input of the communication unit 11 with the storage of the finished PPP. According to the control signals generated by the control and signal processing unit 1, this information is transmitted via the bus 13 in the form of electrical signals, firstly, to the memory device 2, followed by its recording in a constantly updated database 17 of data on the presence of RFP in the storage, and second, to the input / output of block 3 of the structural analysis and conversion of advertising and information materials, followed by recording this information in the buffer database of this block 3. In addition, advertising information prepared by the respective publishers Materials related to each of the corresponding regular issues of a periodical printed publication in the form of

the electrical signal corresponding to each information array is transmitted to the communication unit 10 with the publishers. According to the control signals generated by the control and signal processing unit 1, the signal corresponding to each information array received at the communication unit 10 with the publishers communicates via the bus 13 to the input / output of the structural analysis and transformation unit 3 of the advertising and information materials with subsequent recording of this signal , for example, with the participation of the operator, in the buffer database of this block 3. In block 3 of the structural analysis and conversion of advertising and information materials, usually with the participation of the operator (if Each of the initial information arrays prepared by the publishing house) is structurally analyzed with its decomposition into separate fragments, followed by the formation of a shorter signal from them, corresponding to the new information arrays, which, in essence, are the summarized initial information arrays. As will be clear from the following description, it is advisable to generate not one but, if possible, several variants of the summarized initial information array with different durations of the signals corresponding to these variants.

In addition, in block 3 of the structural analysis and conversion of advertising and information materials is carried out:

- inclusion (insertion) into the video component of the signal of each source, information, array of text fragment, for example, in the form of a menu for accessing the sites of this periodical print publication, its publisher, etc .;

- the organization of its address storage in block 18 of the memory

promotional materials;

- the formation of a list of options for new information arrays corresponding to each (received by the communication unit 10 with the publishers) source information array related to this issue of a periodical printed publication indicating the duration of the signals corresponding to each version of the new information array, as well as the organization of their address storage in the buffer database block 4 synthesis of advertising information blocks;

- formation of a signal of the list of new arrivals in the storage of the finished PPP, for which the source advertising and information materials received from the relevant publishers are processed as described above.

After that, in block 3 of the structural analysis and conversion of advertising and information materials, a signal is generated that the processing of the next, initial information array is completed, which is transmitted through its input / output and then via bus 13 to the signal processing and control unit 1. Next, in block 1 of the control and signal processing, the incoming signal is converted to the end of processing of the next initial information array into commands transmitted via the bus 13 and providing, firstly, output of the initial information array with the video component of the corresponding signal, supplemented as noted above a text fragment from block 3 of the structural analysis and conversion of advertising and information materials, and secondly, transferring it to the memory device 2 with subsequent recording w its memory unit 16 promotional materials in accordance with the

assigned in block 3 of the structural analysis and conversion of advertising and information materials by address data.

Signals corresponding to the variants of new information arrays generated in block 3 of structural analysis and conversion of advertising and information materials are transmitted from its first output to the first input of block 4 of synthesis of advertising and information blocks with their subsequent recording (in accordance with the address data assigned to them in block 3 ) in the buffer database of block 4. Signal of the list of new arrivals to the storage of the finished PPP, for which the source advertising and information materials received from the respective publishers are fully nd processed in block 3 of the structural analysis and conversion of promotional materials are transferred with its second output to the first input unit 5 factorial analysis and temporal structure of advertisement information blocks. To the second input of the above block 5, from the output of the information block 7 of the PPP retail process information, signals corresponding to the product range and sales volumes of the PPP at each outlet, and, in the preferred embodiment, also a signal corresponding to the average time spent by the buyer at the PPP outlet, are sent. In block 5, the factor analysis and the formation of the temporary structure of advertising and information blocks is carried out with the participation of the operator and in accordance with, firstly, with the signal received at its first input corresponding to the list of new arrivals in the storage of the finished BCP, and secondly, with its second entry is data on the structure and sales volumes of PPP for each outlet, determining the optimal for each outlet (in accordance with

the selected criterion) for each periodical printed publication of the relative (or absolute) duration of the signal corresponding to this publication in the advertising information block. So, for example, if a given outlet is characterized by a high sales volume of the corresponding periodical print publication, then to maintain the sales volume of this publication at the same level, it is enough to send a regular message to regular customers that the next issue of this periodical print publication has gone on sale.

Thus, based on the above justification, the optimal duration in the advertising information block of a signal corresponding to a given periodical is the less, the greater the volume of its sales at a given outlet. In other words, there is an inverse (not necessarily proportional) relationship between the sales volume of a given periodical in a given outlet and the signal duration in the advertising and information block corresponding to the next issue of this publication. It should be noted here that the above criterion is not the only possible one.

The signal corresponding to the time structure of the advertising and information block for each outlet or group of outlets, from the output of block 5 of factor analysis and the formation of the temporary structure of advertising and information blocks is fed to the second input of block 4 of the synthesis of advertising and information blocks, in which (preferably with operator), based on the previously determined temporary (relative or absolute) structure of the advertising and information block for each outlet, selection is made for

of each subunit (relating to one periodical printed publication in the corresponding advertising and information block) from the signal variants of the summarized initial information array (relating to this periodic printed edition) of that signal variant whose duration most closely corresponds to the duration of this subunit stored in its buffer database in the corresponding advertising and information block defined in block 5 of factor analysis and the formation of the temporary structure of advertising blocks.

The signals corresponding to the finished advertising information blocks (for example, computer files) are recorded in the buffer database of the synthesis block 4 of the advertising information blocks, at the same time (either upon completion of the synthesis of all advertising information blocks, or at the end of the synthesis of each advertising information block ) a corresponding signal is generated, which is transmitted from the input / output of the synthesis unit 4 of the advertising and information blocks via the bus 13 to the signal control and processing unit 1. Then, in the signal control and processing unit 1, the received signals are converted into signals that provide the distribution through the interface of 12 retail outlets of signals corresponding to the advertising information blocks to the corresponding retail outlets with the subsequent periodic display of each advertising information block on the collective review screen 20.1, located in the corresponding outlet. Thanks, as noted above, to the appropriate placement of the screen 20.1 (in principle, there may be several screens at each outlet), each

the visitor (buyer) has the opportunity to fully view the advertising and information block periodically displayed on the screen (s) 20.1 of the corresponding outlet and having a duration, for example 1.1-2.0 times, exceeding the previously defined (for example, as described in the application for invention RU - No. 97120575, publ. 11/20/1999) the average time spent by the buyer at the PPP outlet. If the visitor of the PPP outlet is interested in the issue of a periodical printed in the advertising and information block, then he can use the terminal 21 for the buyer to get acquainted, firstly, not only with more detailed advertising and information materials prepared by the relevant publisher relating to the issue of the periodic print publication that interested him, but also with other advertising and information materials stored in the memory unit 18, and secondly, with any th information stored in the memory device 2. When connecting terminal 21 for the buyer to the Internet, the visitor of the PPP outlet gets the opportunity, in particular, to get acquainted with the websites of periodicals publishing houses.

If the visitor has any questions, he, if there is a manager at the outlet of the terminal 22, can quickly get the necessary advice, assistance in finding the necessary information, etc. In the case of a decision to purchase, the visitor pays for the acquired RFP. Preferably, the payment unit 30 provides the opportunity for visitors (buyers) to use both cash and non-cash means of payment. After

Upon completion of each purchase, a signal about the act of sale of goods from the payment unit 30 of the corresponding outlet is sent to the interface 12 of the outlets, and then via the bus 13 to the block 6 of receiving and processing messages from outlets. It should be noted here that in block 6 of receiving and processing messages from retail outlets in real time, information is also received on the nomenclature and volumes of deliveries of the RFP to each retail outlet, and any means can be used, namely: paper media (order form, consignment note, etc.), telephone or fax communication, etc.,

Signals corresponding to the nomenclature and volumes of deliveries of the RFP to each outlet, for example, from the first, for example, the output of the block 6 for receiving and processing messages from retail outlets, go to the first input of the information block 7 of the retail process of the RFP. The signals corresponding to the sales acts of each periodical in each outlet from the second output of the block 6 for receiving and processing messages from retail outlets (which can be implemented on the basis of software and hardware for personal computers) are fed to the second input of the block 7 for information support of the retail process PPP trade, in which (also using software and hardware for personal computers) is carried out on the basis of monitoring of all PPP sales outlets e signals corresponding to the dynamics of the nomenclature and sales volumes of PPP at each outlet. These signals from the output of block 7 of information support of the retail trade process of the RFP come, as already noted above, to the second input of block 5 of factor analysis and the formation of a temporary

the structure of the advertising and information blocks, as well as the input of the device 8 to develop optimal delivery regimes for the RFP. In a preferred embodiment of the system, in block 7 of information support for the PPP retail process, statistical processing of the above parameters of PPP sales for each outlet is performed using, for example, the same software tools as in patent RU - C1 - No. 2210107, 2002. This data is in the form of corresponding signals from the input / output of the information block 7 of the PPP retail process by the corresponding control signals generated in the control and processing unit 1 of the recording signals database 19 on the dynamics of sales of PPP in each outlet.

In the device 6 for generating optimal delivery conditions for the RFP (which is made in the form of at least one manager workstation equipped with a personal computer), the PPP delivery modes for each outlet are adjusted in accordance with current data on the sales dynamics of each periodical at each outlet. Signals corresponding to the corrected data on the nomenclature and volumes of deliveries of the RFP to each outlet are transmitted to the device 9 for controlling the delivery process, in which the corresponding signals are generated for each unit that is part of the system for delivering the RFP from storage to retail outlets.

The industrial applicability of the proposed system is confirmed by the possibility of implementing it using widely known software and computing tools.

Claims (6)

1. A system for the retail sale of periodicals containing a control unit and signal processing, a memory device, a unit for structural analysis and conversion of advertising and information materials, a synthesis unit for advertising and information blocks, a communication unit with a repository of finished printed materials, a communication unit with publishers and an interface connected by communication channels to a local network of retail outlets, the input / output of each of which is connected via a two-way line to the trunk bus, as well as ok factor analysis and formation of the temporary structure of advertising and information blocks, a block for receiving and processing messages from retail outlets, a block for information support of the process of retailing periodical printed products, a device for generating optimal delivery modes for periodical printed products and a control device for the delivery process, with the first output of the block structural analysis and conversion of advertising information materials is connected to the first input of the synthesis block of advertising information blocks s, the second input of which is connected to the output of the block of factor analysis and the formation of the temporary structure of advertising information blocks, the first and second inputs of which are connected respectively to the second output of the block of structural analysis and conversion of advertising and information materials and the output of the information block of the retail process of periodicals , the input of the unit for receiving and processing messages from retail outlets is connected to the main bus, and its first and second outputs are connected respectively It is connected with the first and second inputs of the information support unit for the process of retailing periodical printed products, the output of which is also connected to the input of the device for generating optimal delivery modes for periodical printed products, the output of which is connected to the delivery process control device, and each outlet contains a block connected to the local network payment of at least one audiovisual or visual means for a collective review and at least one terminal for customers. 2. The system according to claim 1, characterized in that the customer terminal comprises an input-output unit, the input / output of which is connected to a local network, input means and a monitor connected respectively to the input and output of the input-output unit. 3. The system according to claim 1, characterized in that each outlet is equipped with means for connecting the terminal for the buyer to the Internet. 4. The system according to claim 1, characterized in that each outlet is equipped with a manager terminal connected to the local network and including a monitor, a processor unit with a dialed field, and means for voice communication with customers. 5. The system according to claim 1, characterized in that the memory device includes a database of publishers, a database of a consolidated schedule of periodicals, an address database of outlets, a database of the availability of periodicals in the storage, a memory block for advertising and information materials. 6. The system according to claim 5, characterized in that the information support unit for the process of retailing periodical printed products further comprises an input / output that is connected by a two-way line to the main bus, and the memory device further comprises a database on the sales dynamics of periodical printed products in each point of sale.