Marketing Communication and Transaction/Distribution Services Platform for Building and Managing Personalized Customer Relationships
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Abstract
An interactive marketing communication and transaction services platform for managing personalized customer relationships. The platform facilitates communication and transactions between consumers, retailers and manufacturers, by helping suppliers customize product/service offerings, presentations and advertising messages to reflect individual consumers'"'"' needs, while providing portals with premium advertising messages for personal interactive info/news/entertainment services. The core of the platform consists of i) a central database system with ‘product/retail information’ and ‘holistic purchase-behavior specific consumer profiles’, generated by registering on-line product/retail information retrieved by consumers, as well as purchases made both on-line and in-store, using a loyalty card; ii) software applications, that create ‘market intelligence’ on manufacturer/retailer offers, consumer purchase needs, market performance of products/retailers and impact of brand/retailer presentations and ads on consumer purchase behavior; and iii) standard performance indicators, that make it possible to benchmark individual consumer communication programs against each other.
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Citations
31 Claims
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1-24. -24. (canceled)
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25. A process for improving communication effectiveness between manufacturers, retailers and individual consumers and making information exchange easier, comprising:
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collecting data indicating shopping and purchase behavior history for a plurality of individual consumers, wherein said collecting of data indicating shopping behavior history is performed by parsing, using a programmed computer processor, log files indicating information each consumer retrieves on-line with respect to products featured in a product presentation database and with respect to retailer categories featured in a retailer category presentation database coupled to a central web-services database system, and said collecting of data indicating purchase behavior history is performed by using benefit cards to capture on-line and in-store sales made to the consumers by a plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, wherein each of the plurality of individual consumers is provided with a benefit card that uniquely identifies an individual consumer and provides the individual consumer with an opportunity to earn points based on purchases made by the individual consumer of the products, said products being manufactured by a plurality of manufacturers and sold by the plurality of retailers at least some of which are independent of the manufacturers; providing the individual consumers with access to ad-sponsored content that includes at least one from the group consisting of news, music, games, entertainment or shopping content, and wherein the ad-sponsored content is provided to each individual consumer in exchange for at least one of redemption of points earned by the consumer using the benefit card and access to the collected data indicating shopping behavior history with respect to the products featured in the product presentation database and with respect to retailer categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of on-line and in-store sales made by the plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, and advertisement exposure history of the consumer; collecting data indicating advertisement exposure history for each of the individual consumers by logging advertisements served to the consumer along with ad-sponsored content; generating, using a programmed computer processor, a consumer profile for each of the individual consumers from the collected data indicating shopping behavior history with respect to the products featured in the product presentation database and with respect to the retailer categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of on-line and sales made by the plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, and data indicating advertisement exposure history collected for the consumer; providing the product presentation database, coupled to the central web-services database system, that stores product presentation data for the products featured in the product presentation and retailer category presentation databases, wherein changes to product presentation data stored in the product presentation database are automatically reflected on one or more online retail storefronts; storing, by a plurality of the manufacturers or by one or more of the retailers in the case of retailer branded private label products, product presentation data in the product presentation database; providing the retailer category presentation database, coupled to the central web-services database system, that stores product category presentation data for the retailer categories featured in the retailer category presentation database, wherein at least one of the retailer categories featured in the retailer category presentation database includes references to product presentation data stored by a plurality of the manufacturers in the product presentation database, and wherein changes to the product category presentation data stored in the category presentation database are automatically reflected on one or more of the online retail storefronts; storing, by the one or more retailers, product category presentation data in the retailer category presentation database; creating, by at least one retailer, using a programmed computer processor, an online retail storefront using information in the product presentation database and the category presentation database and consumer profiles of consumers visiting the online retail storefront; providing the individual consumers with access to one or more online retailer storefronts; serving one or more of the online retail storefronts to consumers based on the consumer profiles of the consumers, wherein the consumer profiles used for serving the online retail storefronts were generated from the collected data indicating shopping behavior history with respect to the products featured in the product presentation database and with respect to the retailer categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of on-line and in-store sales made by the plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, and data indicating advertisement exposure history collected for the consumers; monitoring independently of the serving of the online retail storefronts with respect to at least one product, manufacturer, retailer category or retailer the shopping and online and in-store purchase behavior of consumers with a common consumer profile to whom a benefit card has been provided; 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wherein said shopping behavior of the consumers is monitored by parsing, using a programmed computer processor, the log files indicating information each consumer retrieves on-line corresponding to products featured in the product presentation database and retailer categories featured in the retailer category presentation database coupled to the central web-services database system, and wherein the on-line and in-store purchase behavior of the consumers is monitored by using the benefit cards to capture on-line and in-store sales made to the consumers by a plurality of retailers;calculating, using a programmed computer processor, for at least one product, manufacturer, retailer category or retailer one or more overall effectiveness indicators based on the monitored shopping and purchase behavior of consumers with a common consumer profile; benchmarking one or more overall effectiveness indicators for at least one product, manufacturer, retailer category or retailers against overall effectiveness indicators of other products, manufacturers, retailer categories and retailers; and providing the one or more overall effectiveness indicators and the benchmarking information to a manufacturer or a retailer in order to assist the manufacturer or retailer in evaluating its market performance.
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26. A process for assessing the presentation of a product featured in a portal branded product registry of at least one of a plurality of portals and for increasing effectiveness thereof, comprising:
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collecting data indicating shopping and purchase behavior history for a plurality of individual consumers, wherein said collecting of data indicating shopping behavior history is performed by parsing, using a programmed computer processor, log files indicating information each consumer retrieves on-line with respect to products featured in a product presentation database and with respect to retailer categories featured in a retailer category presentation database coupled to a central web-services database system, and said collecting of data indica purchase behavior history is performed by using benefit cards to capture on-line and in-store sales made to the consumers by a plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, wherein each of the plurality of individual consumers is provided with a benefit card that uniquely identifies an individual consumer and provides the individual consumer with an opportunity to earn points based on purchases made by the individual consumer of the products, said products being manufactured by a plurality of manufacturers and sold by the plurality of retailers at least some of which are independent of the manufacturers; providing the individual consumers with access to ad-sponsored content that includes at least one from the group consisting of news, music, games, entertainment or shopping content, and wherein the ad-sponsored content is provided to each individual consumer in exchange for at least one of redemption of points earned by the consumer using the benefit card and access to the collected data indicating shopping behavior history with respect to the products featured in the product presentation database and with respect to retailer categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of on-line and in-store sales made by the plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, and advertisement exposure history of the consumer; collecting data indicating product presentation exposure history for each of the individual consumers by logging product presentations served to the consumer; generating, using a programmed computer processor, a consumer profile for each of the individual consumers from the collected data indicating shopping behavior history with respect to the products featured in the product presentation database and with respect to the retailer categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of on-line and in-store sales made by the plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, and data indicating product presentation exposure history collected for the consumer; providing the product presentation database, coupled to a central web-services database system, that stores product presentation data for products featured in the product presentation database and the retailer category presentation database of the central web-services database system, that stores product category presentation data for retailer categories featured in the retailer category presentation database;
wherein changes to product presentation data stored in the product presentation database are automatically reflected on one or more portal-branded registries and wherein the product presentation data is scheduled to be delivered to at least some members of a target audience of individual consumers with a common consumer profile visiting the portal branded product registry associated with one of the plurality of portals;storing product presentation data in the product presentation database;
wherein each of the product presentations stored in the product presentation database is scheduled to be delivered to a first portion of a target audience of individual consumers with a common consumer profile while visiting a portal-branded product registry of one of a plurality of portals;creating, for each of the plurality of portals, using a programmed computer processor, a portal-branded registry using information featured in the product presentation database and the retailer category presentation database and consumer profiles of consumers requesting the portal-branded registry, said portal-branded registry selected from the group consisting of a product registry or a retailer special offer registry; providing the individual consumers with access to an ad-sponsored shopping service, that includes at least one from the group consisting of a portal-branded product registry, a portal-branded retailer special offer registry featuring retailer product category promotions or retailer special offers, that can be purchased online and picked up in-store, and an online storefront registry; selecting, by a product and category presentation server system coupled to the product presentation and the retailer category presentation database of the central web-services database system, a product presentation of a product referenced in the portal-branded product registry of one of the plurality of portals based on the consumer profile of a consumer requesting information from the portal-branded product registry; serving the selected product presentation in a portal-specific presentation format along with other portal-branded product registry information to consumers belonging to the first portion of the target audience;
wherein the target audience is identified by selecting individual consumers having consumer profiles that match the target audience definition of the selected product presentation, wherein the consumer profiles used for identifying the individual consumers in the target audience were generated from the collected data indicating shopping behavior history with respect to the products featured in the product presentation database and with respect to the retailer categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of on-line and in-store sales made by the plurality of retailers of the products featured in the product presentation database and the retailer category presentation database, and data indicating product presentation exposure history collected for the consumers;monitoring, with respect to at least one product or retailer associated with the selected product presentation, the shopping and purchase behavior of consumers from the first portion of the target audience that have been exposed to the selected product presentation, and the shopping and purchase behavior of consumers from a second portion of the target audience that have not been exposed to the selected product presentation; calculating, using a programmed computer processor, one or more effectiveness indicators of the selected product presentation based on at least the monitored shopping and purchase behavior of the consumers from the first portion of the target audience that have been exposed to the selected product presentation with respect to the at least one product or retailer associated with the selected product presentation, and the shopping and purchase behavior of consumers from the second portion of the target audience that have not been exposed to the selected product presentation; and providing the one or more effectiveness indicators of/be selected product presentation (i) to a manufacturer in order to assist in a decision by the manufacturer to invest in the selected product presentation or to withdraw the selected product presentation, or (ii) to a retailer, in the case of retailer branded private label products, in order to assist in a decision by the retailer to invest in the selected product presentation or to withdraw the selected product presentation. - View Dependent Claims (27, 28)
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29. A process for assessing the presentation of a service featured in a portal branded product registry of at least one of a plurality of portals and for increasing effectiveness thereof, comprising:
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collecting data indicating shopping and purchase behavior history for a plurality of individual consumers, wherein said collecting of data indicating shopping behavior history is performed by parsing, using a programmed computer processor, log files indicating information each consumer retrieves on-line with respect to services featured in a product presentation database and with respect to service categories featured in a retailer category presentation database coupled to a central web-services database system, and said collecting of data indicating purchase behavior history is performed by using benefit cards to capture sales made to the consumers by a plurality of service providers of the services featured in the product presentation database and the retailer category presentation database, wherein each of the plurality of individual consumers is provided with a benefit card that uniquely identifies an individual consumer and provides the individual consumer with an opportunity to earn points based on purchases made by the individual consumer of the services, said services being sold by a plurality of service providers; providing the individual consumers with access to ad-sponsored content that includes at least one from the group consisting of news, music, games, entertainment or shopping content, and wherein the ad-sponsored content is provided to each individual consumer in exchange for at least one of redemption of points earned by the consumer using the benefit card and access to the collected data indicating shopping behavior history with respect to the services featured in the product presentation database and with respect to service categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of sales made by the plurality of service providers of the services featured in the product presentation database and the retailer category presentation database, and advertisement exposure history of the consumer; collecting data indicating product presentation exposure history for each of the individual consumers by logging product presentations served to the consumer; generating, using a programmed computer processor, a consumer profile for each of the individual consumers from the collected data indicating shopping behavior history with respect to the services featured in the product presentation database and with respect to the service categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of sales made by the plurality of service providers of the services featured in the product presentation database and the retailer category presentation database, and data indicating product presentation exposure history collected for the consumer; providing the product presentation database, coupled to a central web-services database system, that stores product presentation data for services featured in the product presentation database and the retailer category presentation database of the central web-services database system;
wherein changes to product presentation data stored in the product presentation database are automatically reflected on one or more portal-branded registries and wherein the product presentation data is scheduled to be delivered to at least some members of a target audience of individual consumers with a common consumer profile visiting the portal-branded product registry associated with one of the plurality of portals;storing product presentation data in the product presentation database;
wherein each of the product presentations stored in the product presentation database is scheduled to be delivered to a first portion of a target audience of individual consumers with a common consumer profile while visiting a portal-branded product registry of one of a plurality of portals;creating, for each of the plurality of portals, using a programmed computer processor, a portal-branded registry using information featured in the product presentation database and the retailer category presentation database and consumer profiles of consumers requesting the portal-branded registry, said portal-branded registry selected from the group consisting of a product registry or a special offer registry; providing the individual consumers with access to an ad-sponsored shopping service, that includes at least one from the group consisting of a portal-branded product registry, a portal-branded special offer registry featuring product category promotions or special offers, and an online storefront registry; selecting, by a product and category presentation server system coupled to the product presentation and the retailer category presentation database of the central web-services database system, a product presentation of a service referenced in the portal-branded product registry of one of the plurality of portals based on the consumer profile of a consumer requesting information from the portal-branded product registry; serving the selected product presentation in a portal-specific presentation format along with other portal-branded product registry information to consumers belonging to the first portion of the target audience;
wherein the target audience is identified by selecting individual consumers having consumer profiles that match the target audience definition of the selected product presentation, wherein the consumer profiles used for identifying the individual consumers in the target audience were generated from the collected data indicating shopping behavior history with respect to the services featured in the product presentation database and with respect to the service categories featured in the retailer category presentation database, the collected data indicating purchase behavior history captured using the benefit cards of sales made by the plurality of service providers of the services featured in the product presentation database and the retailer category presentation database, and data indicating product presentation exposure history collected for the consumers;monitoring, with respect to at least one service or service provider associated with the selected product presentation the shopping and, purchase behavior of consumers from the first portion of the target audience that have been exposed to the selected product presentation, and the shopping and purchase behavior of consumers from a second portion of the target audience that have not been exposed to the selected product presentation; calculating, using a programmed computer processor, one or more effectiveness indicators of the selected product presentation based on at least the monitored shopping and purchase behavior of the consumers from the first portion of the target audience that have been exposed to the selected product presentation ti h respect to the at east one service or service provider associated with the selected product presentation, and the shopping and purchase behavior of consumers'"'"' from he second portion of the target audience that have not been exposed to the selected product presentation; and providing the one or more effectiveness indicators of the selected product presentation to a service provider in order to assist n a decision by the service provider to invest in the selected product presentation or to withdraw the selected product presentation. - View Dependent Claims (30, 31)
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Specification