Data processing: financial – business practice – management – or co – Automated electrical financial or business practice or... – Discount or incentive
Reexamination Certificate
1997-04-04
2001-05-15
Barron, Jr., Gilberto (Department: 2132)
Data processing: financial, business practice, management, or co
Automated electrical financial or business practice or...
Discount or incentive
C705S014270, C235S380000
Reexamination Certificate
active
06233564
ABSTRACT:
FIELD OF THE INVENTION
The present invention relates to obtaining marketing data from consumers particularly using a number of data gathering methods and apparatuses and storing the data in a common database for subsequent access and use in targeting consumers.
BACKGROUND OF THE INVENTION
Manufacturers and sellers of products and services, including wholesalers and retailers, use a variety of marketing techniques to attract and maintain loyal customers. Billions of dollars are spent on promoting and advertising products and services. However, a sizable percentage of the marketing dollar that is spent encompasses consumers who essentially have no interest in the advertised product or service. Coupons, for example, are widely circulated and utilized to promote products identified by the coupons. A major objective of coupons is to motivate the consumer to buy the product identified by the coupon. Coupons are particularly advantageous when a consumer purchases a product that the consumer would not normally purchase. That is, the coupon acts as an incentive for the consumer to buy the product. Not only does the marketer of the coupon associated products benefit from a coupon that attracts a new customer, the individual customer gains by receiving additional value for purchasing a desirable product in the form of a discount or other worthwhile incentive. The coupons are made available to potential consumers through a variety of distribution channels, such as newspapers and home mailings. A great majority of such coupons, however, are not redeemed. Particular methods and apparatuses have previously been advanced for the purpose of increasing the success of such coupons. One known method generates coupons at the time of check-out. The generated coupon depends on one or more products that were purchased. For example, the generated coupon identifies a product that directly competes with a product that was just purchased. The newly generated coupon can then be redeemed the next time the consumer shops for such products. A drawback to this marketing approach relates to timing of the purchase using such a coupon. The expectation is that this consumer will bring this coupon with her the next time she shops. This does not always occur due to the time delay between the two shopping events. Another devised method is directed to generating coupons in or near the store before shopping is completed. Such coupons are generated for consumers who are expected to redeem the coupons and who have the opportunity to select the products identified in the coupons before they are finished shopping.
Despite these numerous marketing programs that have been advanced, a more effective and efficient way of targeting consumers for particular products and/or services continues to be a major goal of manufacturers and marketers. As with other fields of commerce, when more information is available concerning consumer buying habits and buying intentions, a more effective marketing direction can be formulated and implemented. The problem arises as to how to identify, obtain and use specific information, directed to a specific customer, in an optimal way, particularly in a timely fashion—such as before the purchase of the product or service of interest has occurred.
With respect to consumer products and services, it would be advantageous to know the types or groups of food products that a particular consumer purchases on a regular basis and the brand names of such regularly purchased products. With this information, one or more incentives could be provided to the consumer directed to having the consumer switch brand loyalties to a competitive product. Likewise, highly beneficial consumer information includes the intention of a particular consumer to purchase in the near future such consumer goods as a vehicle or a major appliance. Once that intention is made known to the marketer, advertising efforts and incentives can be made to this particular purchaser for the purpose of influencing the brand of product or consumer item that is purchased. A key aspect relates to identifying and obtaining consumer related information in a timely manner. If such information is not obtained in a reasonably prompt manner, the consumer might have already purchased the product of interest.
The conducting of market surveys is well-established. A known system and method conducts surveys electronically utilizing a host system and a number of panelist stations. Survey questions are downloaded selectively to one or more panelist stations. Response data from the survey questions is transmitted to the host system for processing.
Even though such market survey systems have been devised, as well as widespread use of consumer purchasing incentives, such as coupons, is occurring in the marketplace, there remains a strong demand for a system and method that more directly targets consumers, who have an expressed interest in defined consumer items, but before they actually purchase such items from manufacturers or marketers.
SUMMARY OF THE INVENTION
In accordance with the present invention, a system is provided for obtaining and using information collected from a number of consumers over different time periods. Incentives in the form of cash, discounts, coupons and rebates are offered in predetermined ways to consumers in conjunction with obtaining and using such information. The obtained information is used to identify consumers who are more likely to purchase certain products or services. Based on that likelihood, such consumers are targeted by manufacturers and marketers of such products or services.
The system includes a number of sub-systems. A telecommunications survey network is involved in obtaining initial information about consumers including related to their purchasing history and/or purchasing plans. At this time also, the consumer is asked whether or not she might be interested in becoming involved in a consumer program that benefits her and her household when purchases are made from certain manufacturers or sellers. Data obtained by way of the consumer responses to such inquiries is downloaded to a database network that stores such data for desired usage, such as sorting or organizing the data. The database network is also utilized in uploading data related to the identity of consumers to be contacted by the telecommunications survey network.
The system further includes a written survey network. This network typically is invoked for a particular consumer after the telecommunications survey network has obtained initial information about the consumer and this consumer has expressed a desire to become involved with the consumer program implemented by the system. The written survey network provides written survey questions to the consumer. These questions are different from questions asked of the particular consumer using the telecommunications survey network and are more detailed in nature directed to consumer purchasing history. In one embodiment, such written questions are mailed to the designated consumer, who then has the opportunity to insert answers or otherwise respond to the questions at her convenience. Preferably, the written survey network sends the particular consumer an identification card, which identifies the particular consumer as being a member of this consumer program. This identification card enables the consumer to participate in obtaining consumer benefits when survey questions are answered by the consumer and when the consumer purchases certain products or services. The written survey network receives the response results from the consumer to the written survey questions and is involved in storing these responses with the database network.
With regard to use of the identification card, the system includes an interactive survey apparatus that is typically found in or near a shopping center or store that markets or sells the products or services that are being promoted by the consumer program of the present invention. The interactive survey apparatus includes an inlet that accepts the identification card of the particula
Barron Jr. Gilberto
In-Store Media Systems, Inc.
Sheridan & Ross P.C.
LandOfFree
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