Precise measurement of point-of-sale promotion impact

• US 8,145,525 B2
• Filed: 12/18/2008
• Issued: 03/27/2012
• Est. Priority Date: 12/18/2008
• Status: Active Grant

• Current Assignee: YCD Multimedia Incorporated
• Original Assignee: YCD Multimedia Incorporated
• Inventors: Zeevi, Dani, Kaminsky, Amir, Hope, Maayan
• Primary Examiner(s): Alvarez, Raquel
• Application Number:
  US12/337,786
• Publication Number:
  US 20100161422A1
• Time in Patent Office: 1,195 Days
• Field of Search: 705/14.41, 705/14.43, 705/7.29, 705/7.31
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 20/20 Point-of-sale [POS] network systems
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0268 at point-of-sale [POS]
• CPC Class Codes: G07G 1/0036 Checkout procedures

Abstract

A method for distribution of information includes displaying a sequence of promotional images at known, respective display times on a display terminal facing customers at a point of sale. Sales of different products at respective sale times are recorded on a sales terminal at the point of sale. A relationship between the sales times of at least one of the products and the display times of at least one of the promotional images is measured. Responsively to the relationship, a change is made in the sequence of the promotional images that are displayed on the display terminal.

Claims

1. A method for distribution of information, comprising:

displaying a sequence of promotional images at known, respective display times on a display terminal facing customers at a point of sale;

recording, by a computer, sales of different products at respective sale times on a sales terminal at the point of sale;

measuring, by the computer, a relationship between the sales times of at least one of the products and the display times of at least one of the promotional images; and

responsively to the relationship, making a change in the sequence of the promotional images that are displayed on the display terminal,

measuring the relationship comprises identifying the customers to whom a given promotional image was displayed at the point of sale, and evaluating the sales made to the identified customers.

2. The method according to claim 1, wherein the promotional images advertise different, respective products, and wherein measuring the relationship comprises assessing an impact of displaying a given image in the sequence on a respective product that is advertised by the given image.

3. The method according to claim 2, wherein measuring the relationship comprises assessing a further impact of displaying the given image on one or more other products that are not advertised by the given image.

5. The method according to claim 1, wherein measuring the relationship comprises comparing the sales made to the identified customers with the sales made to other customers during a reference period in which the given promotional image was not displayed.

6. The method according to claim 5, wherein comparing the sales comprises computing a sales uplift for a given product due to the given promotional image by comparing a first fraction of the identified customers who purchased the given product with a second fraction of the other customers who purchased the given product.

7. The method according to claim 5, wherein displaying the sequence of the promotional images comprises displaying the given promotional image intermittently, so that most of the customers are not exposed to the image at the point of sale, and wherein identifying the customers comprises selecting the customers whose sales times fell within a specified period following each of the display times of the given promotional image.

8. The method according to claim 7, wherein selecting the customers comprises estimating a length of a line of the customers waiting to make a purchase at the point of sale, and setting the specified period responsively to the estimated length.

9. The method according to claim 5, wherein displaying the sequence of the promotional images comprises displaying the given promotional image regularly during a baseline period, so that most of the customers are exposed to the image at the point of sale, and wherein the reference periods comprise less than 20% of a total operating time of the point of sale.

10. The method according to claim 1, and comprising estimating, responsively to the sales times, a length of a waiting line of the customers at the point of sale, and responsively to the estimated length, altering the sequence of the promotional images that are displayed on the display terminal.

11. The method of claim 1, wherein identifying the customers to whom a given promotional image was displayed comprises determining the differences between the times at which successive customers began their transactions and assuming a costumer viewed a promotional image displayed before the customer'"'"'s transaction began if the difference is less than a given threshold.

4. A method for distribution of information, comprising:

displaying a sequence of promotional images advertising respective advertised products, at known, respective display times on a display terminal facing customers at a point of sale;

recording, by a computer, sales of different products at respective sale times on a sales terminal at the point of sale;

assessing, by the computer, an impact of displaying a given image in the sequence on sales of a respective product that is advertised by the given image and on one or more other products that are not advertised by the given image; and

responsively to the relationship, making a change in the sequence of the promotional images that are displayed on the display terminal.

24. The method according to claim 4, comprising identifying the customers to whom a given promotional image was displayed at the point of sale, and evaluating the sales made to the identified customers.

25. The method of claim 4, wherein displaying a sequence of promotional images comprises displaying one or more of the images of the sequence during at least 80% of the operating hours of the point of sale, but not displaying the one or more of the images during some periods, and wherein assessing an impact of displaying a given image comprises comparing the sales of products during times at which the one or more of the images were displayed to the sales during times the images were not displayed.

26. The method of claim 4, wherein responsively to the relationship, making a change in the sequence of the promotional images comprises making the change automatically by the computer.

12. Apparatus for distribution of information, comprising:

a display terminal for displaying a sequence of images to customers at a point of sale;

a sales terminal, for recording sales of different products at respective sale times at the point of sale; and

a processor, which is coupled to the display terminal and to the sales terminal and is configured to drive the display terminal to display a sequence of promotional images at known, respective display times, and to measure a relationship between the sales times of at least one of the products and the display times of at least one of the promotional images, by identifying the customers to whom a given promotional image was displayed at the point of sale, and evaluating the sales made to the identified customers.

13. The apparatus according to claim 12, wherein the processor is configured to make a change, responsively to the relationship, in the sequence of the promotional images that are displayed on the display terminal.

14. The apparatus according to claim 12, wherein the promotional images advertise different, respective products, and wherein the processor is configured to measure an impact of displaying a given image in the sequence on a respective product that is advertised by the given image.

15. The apparatus according to claim 14, wherein the processor is configured to assess a further impact of displaying the given image on one or more other products that are not advertised by the given image.

16. The apparatus according to claim 12, wherein the processor is configured to compare the sales made to the identified customers with the sales made to other customers during one or more reference periods in which the given promotional image was not displayed.

17. The apparatus according to claim 16, wherein the processor is configured to compute a sales uplift for a given product due to the given promotional image by comparing a first fraction of the identified customers who purchased the given product with a second fraction of the other customers who purchased the given product.

18. The apparatus according to claim 16, wherein the processor is configured to drive the display terminal to display the given promotional image intermittently, so that most of the customers are not exposed to the image at the point of sale, and to identify the customers whose sales times fell within a specified period following each of the display times of the given promotional image.

19. The apparatus according to claim 18, wherein the processor is configured to estimate a length of a line of the customers waiting to make a purchase at the point of sale, and to set the specified period responsively to the estimated length.

20. The apparatus according to claim 16, wherein the processor is configured to drive the display terminal to display the given promotional image regularly during a baseline period, so that most of the customers are exposed to the image at the point of sale, and wherein the reference periods comprise less than 20% of a total operating time of the point of sale.

21. A computer software product, comprising a non-transitory computer-readable medium in which program instructions are stored, which instructions, when read by a computer, cause the computer to display a sequence of promotional images at known, respective display times on a display terminal facing customers at a point of sale, to record sales of different products at respective sale times on a sales terminal at the point of sale, to measure a relationship between the sales times of at least one of the products and the display times of at least one of the promotional images, and to assess an impact of displaying a given image in the sequence on sales of a respective product that is advertised by the given image and on one or more other products that are not advertised by the given image.

22. The computer software product of claim 21, wherein the instructions cause the computer to display the sequence of promotional images such that one or more of the images in the sequence are not displayed for periods sufficient to allow comparative assessment of the effect of the image on sales.

23. The computer software product of claim 21, wherein the instructions additionally cause the computer, responsively to the relationship, to make a change in the sequence of the promotional images that are displayed on the display terminal.