Method and apparatus for generating purchase incentive mailing based on prior purchase history

• US 6,026,370 A
• Filed: 08/28/1997
• Issued: 02/15/2000
• Est. Priority Date: 08/28/1997
• Status: Expired due to Term

• Current Assignee: Catalina Marketing Corporation
• Original Assignee: Catalina Marketing International Incorporated (Catalina Marketing Corporation)
• Inventors: Jermyn, Michael G.
• Primary Examiner(s): Kemper, Melanie A.
• Assistant Examiner(s): Smith, Demetra R.
• Application Number:
  US08/920,355
• Time in Patent Office: 901 Days
• Field of Search: 705/14, 705/10, 705/17, 705/21, 705/1, 235/375, 235/383
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 20/202 Interconnection or interaction of plural electronic cash registers [ECR] or to host computer, e.g. network details, transfer of information from host to ECR or from ECR to ECR
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

A technique for customizing mailed purchase incentives for selected consumer households, based on a detailed purchasing history of the consumers. Purchase transactions of many consumers, generally in different stores, are accumulated in a purchase history database over a long period of time and then used to generate customized incentive offers for selected consumers. For a selected product category, usually related to a promotional theme, the purchase history database is scanned to select consumers who have made purchases in the same product area as the selected product category. Then each selected consumer'"'"'s purchase transactions are analyzed to determine a profile for the consumer, such as loyal to the promoted brand, loyal to a competitive brand, or new to the selected product category, although a purchaser of related products. The consumer profile is then used to customize a purchase incentive package generated for each consumer household. The package also includes other printed materials to enhance the purchase incentives. Post-processing provides results reports of response and redemption rates, and retention analysis is used to track the targeted consumers'"'"' shopping behavior to assess the long-term effects of a promotion.

Claims

1. A system for marketing to customers, said system comprising:

(1) a purchase data database for storing in association with one another (a) data indicating a first customer identification and (b) data identifying a first purchased product and a brand of said first purchased product, said association indicating that said first customer identification was received as part of a purchase of said first purchased product;

(2) means for categorizing products into a product category set of defined product categories;

(3) means for selecting a product category subset that contains at least two and less than all of the product categories of said product category set;

(4) means for determining a customer identification subset that contains customer identifications stored in said purchase database that are associated with data indicating purchase of any product contained in said product category subset;

(5) means for determining, for each customer identification contained in said customer identification subset, if that customer identification is stored in association (a) with data indicating that a product purchased in a first selected product category of said product category subset is of said first brand, (b) with data indicating that a product purchased in said first selected product category is not of said first brand, or (c) with no data indicating a product purchased in said first selected product category, thereby making for each customer identification contained in said customer identification subset a first determination; and

(6) means for generating, for each customer identification contained in said customer identification subset, promotion data depending upon said first determination for that customer identification.

2. A system according to claim 1 wherein said purchase data comprises purchase time data indicating when a purchased product was purchased.

3. A system according to claim 1 wherein said purchase data comprises data indicating purchase price.

4. A system according to claim 1, further comprising:

second means for determining, for each customer identification contained in said customer identification subset, if that customer identification is stored in association (a) with data indicating a product purchased in a second selected product category of said product category subset is of said first brand, (b) with data indicating a product purchased in said second selected product category is not of said first brand, or (c) with no data indicating a product purchased in said second selected product category, thereby making for each customer identification contained in said customer identification subset a second determination; and

wherein said means for generating promotion data comprises means for generating, for each customer identification contained in said customer identification subset, promotion data depending upon said second determination for that customer identification.

5. A system according to claim 1 further comprising:

means for determining a desired number of customers for receiving a promotion; and

means for limiting a number of customer identifications associated with products purchased that meet said specified purchase criteria to not more than said desired number.

6. A system according to claim 1 further comprising means for transmitting data indicating the promotion to said address.

7. A system according to claim 1 further comprising means for printing and addressing promotions based upon the promotion data.

8. A system according to claim 1 further comprising means for associating with one another purchase data for purchases from different stores and associated with a common address.

9. A system according to claim 1 further comprising means for generating response and retention statistics associated with a customer identification for promotions based upon promotion data generated for that customer identification.

10. The system according to claim 1 further comprising means for generating retention statistics associated with a customer identification for which promotion data was generated.

11. A method for marketing to customers, said method comprising the steps of:

(1) storing in a purchase data database in association with one another (a) data indicating a first customer identification and (b) data identifying a first purchased product and a brand of said first purchased product, said association indicating that said first customer identification was received as part of a purchase of said first purchased product;

(2) categorizing products into a product category set of defined product categories;

(3) selecting a product category subset that contains at least two and less than all of the product categories of said product category set;

(4) determining a customer identification subset that contains customer identifications stored in said purchase database that are associated with data indicating purchase of any product contained in said product category subset;

(5) determining, for each customer identification contained in said customer identification subset, if that customer identification is stored in association (a) with data indicating that a product purchased in a first selected product category of said product category subset is of said first brand, (b) with data indicating that a product purchased in said first selected product category is not of said first brand, or (c) with no data indicating a product purchased in said first selected product category, thereby making for each customer identification contained in said customer identification subset a first determination; and

(6) generating, for each customer identification contained in said customer identification subset, promotion data depending upon said first determination for that customer identification.

12. A method according to claim 11 wherein said purchase data comprises purchase time data indicating when a purchased product was purchased.

13. A method according to claim 11 wherein said purchase data comprises data indicating purchase price.

14. A method according to claim 11, further comprising the step of:

determining, for each customer identification contained in said customer identification subset, if that customer identification is stored in association (a) with data indicating a product purchased in a second selected product category of said product category subset is of said first brand, (b) with data indicating a product purchased in said second selected product category is not of said first brand, or (c) with no data indicating a product purchased in said second selected product category, thereby making for each customer identification contained in said customer identification subset a second determination; and

wherein said step of generating promotion data comprises generating, for each customer identification contained in said customer identification subset, promotion data depending upon said second determination for that customer identification.

15. A method according to claim 11 further comprising the step of:

determining a desired number of customers for receiving a promotion; and

limiting a number of customer identifications associated with products purchased that meet said specified purchase criteria to not more than said desired number.

16. A method according to claim 11 further comprising the step of transmitting data indicating the promotion to said address.

17. A method according to claim 11 further comprising the step of printing and addressing promotions based upon the promotion data.

18. A method according to claim 11 further comprising the step of associating with one another purchase data for purchases from different stores and associated with a common address.

19. A method according to claim 11 further comprising the step of generating response and retention statistics associated with a customer identification for promotions based upon promotion data generated for that customer identification.

20. The method according to claim 11 further comprising the step of generating retention statistics associated with a customer identification for which promotion data was generated.

21. A computer program product storing code for specially programming a computer for marketing to customers, said computer program product comprising instructions for the computer to performing the following steps:

(1) storing in a purchase data database in association with one another (a) data indicating a first customer identification and (b) data identifying a first purchased product and a brand of said first purchased product, said association indicating that said first customer identification was received as part of a purchase of said first purchased product;

(2) categorizing products into a product category set of defined product categories;

(3) selecting a product category subset that contains at least two and less than all of the product categories of said product category set;

(4) determining a customer identification subset that contains customer identifications stored in said purchase database that are associated with data indicating purchase of any product contained in said product category subset;

(5) determining, for each customer identification contained in said customer identification subset, if that customer identification is stored in association (a) with data indicating that a product purchased in a first selected product category of said product category subset is of said first brand, (b) with data indicating that a product purchased in said first selected product category is not of said first brand, or (c) with no data indicating a product purchased in said first selected product category, thereby making for each customer identification contained in said customer identification subset a first determination; and

(6) generating, for each customer identification contained in said customer identification subset, promotion data depending upon said first determination for that customer identification.