Converged marketing architecture and related research and targeting methods utilizing such architectures

• US 9,495,682 B2
• Filed: 08/31/2006
• Issued: 11/15/2016
• Est. Priority Date: 08/31/2006
• Status: Active Grant

• Current Assignee: Accenture Global Services Limited (Accenture PLC)
• Original Assignee: Accenture Global Services Limited (Accenture PLC)
• Inventors: D'Avanzo, Robert Lewis Jr., Vallier, William E., Schlesier, Joseph R., Wylie, Matthew J.
• Primary Examiner(s): Sittner, Matthew T
• Application Number:
  US11/513,111
• Publication Number:
  US 20080059297A1
• Time in Patent Office: 3,729 Days
• Field of Search: 705/14.51, 705/14.58, 705/14.64
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G06Q 30/0239 Online discounts or incentives
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0268 at point-of-sale [POS]
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Disclosed herein are converged marketing architectures that may be utilized by retailers in conjunction with and/or independent of consumer loyalty programs in order to improve targeted marketing efforts. Such architectures enable participating retailers to constantly generate and compile consumer activity and preferences information from a plurality of in-store and out of store activities, including e-commerce web site activity, television viewing and recording activity, and retail location activity. In certain embodiments, retail location activity may be monitored by one or more of RFID tracking sub-systems, smart shopping cart sub-systems, and point-of-sale information sub-systems.

Claims

1. A system, comprising:

one or more processors; and

one or more memory devices storing instructions that, when executed by the one or more processors, cause the one or more processors to;

receive data for a personal video recording (PVR) service of an individually identifiable consumer;

identify a commercial recorded by the PVR service that is rewound and re-watched at least once by the individually identifiable consumer;

monitor, using radio frequency identification (RFID) sensors, movement of an RFID card, associated with the individually identifiable consumer, to detect in-store consumer activity of the individually identifiable consumer in a physical retail location during a first time;

compile a consumer data structure comprising in-store consumer activity information and out-of-store consumer activity information for the individually identifiable consumer,

the in-store consumer activity information indicating the in-store consumer activity, and

the out-of-store consumer activity information indicating the commercial that is rewound and re-watched at least once;

detect, in real time, an event at a second time after the first time, where the one or more processors, when detecting the event, are to at least one of;

detect the RFID card, associated with the individually identifiable consumer, entering the physical retail location at the second time, or

detect the individually identifiable consumer interacting with a web portal, associated with the physical retail location, at the second time; and

deliver, in real time and after the event at the second time is detected, an instant electronic targeted advertisement for the individually identifiable consumer based on detecting the event at the second time and the consumer data structure,

the instant electronic targeted advertisement including an advertisement for a product associated with the commercial based on the commercial being identified as being rewound and re-watched at least once by the individually identifiable consumer.

2. The system according to claim 1, where the RFID sensors are configured to identify the RFID card issued to the individually identifiable consumer as the RFID card moves throughout the physical retail location.

3. The system according to claim 1, where the one or more processors, when detecting the event, are to:

receive a communication that the individually identifiable consumer associated with the RFID card has begun shopping at the physical retail location.

4. The system according to claim 3, where the one or more processors, when delivering the instant electronic targeted advertisement, are to:

transmit the instant electronic targeted advertisement while the individually identifiable consumer is still shopping at the physical retail location.

5. The system according to claim 1, where the one or more processors, when delivering the instant electronic targeted advertisement, are to:

deliver the instant electronic targeted advertisement as a mobile instant message receivable on a device associated with the individually identifiable consumer.

6. The system according to claim 1, where the one or more processors, are further to

customize the instant electronic targeted advertisement based on advertising rules particular to the individually identifiable consumer.

7. The system according to claim 1, where the RFID sensors are further adapted to track browsing activity of the individually identifiable consumer by monitoring movements of the RFID card within the physical retail location.

8. The system according to claim 1, where the one or more processors are further to:

record browsing activity of the individually identifiable consumer within the physical retail location by monitoring movements of the RFID card within the physical retail location; and

transmit data concerning the browsing activity for storage as information concerning the individually identifiable consumer.

9. The system according to claim 8, wherein the data concerning the browsing activity includes information concerning what product areas, product displays, or both were viewed, visited, or both by the individually identifiable consumer.

10. The system according to claim 1, where the one or more processors are further to:

monitor the in-store consumer activity information from a point-of-sale information sub-system comprising one or more interactive electronic kiosks, the point-of-sale information sub-system being adapted to be usable by users within the physical retail location to access and review product data while shopping.

11. The system according to claim 10, where the one or more interactive electronic kiosks are adapted to provide at least one other targeted advertisement to users depending upon usage information collected during a given session on a given kiosk.

12. The system according to claim 11, where the at least one other targeted advertisement comprises a promotional message concerning a particular product offering relevant to certain product data accessed by a given kiosk during the given session.

13. The system according to claim 11, where the one or more interactive electronic kiosks permit users to log in as members of a customer loyalty program to identify themselves, and the at least one other targeted advertisement is customized based upon advertising rules and upon consumer activity information particular to past history of a given identified user.

14. The system according to claim 1, where the one or more processors are further to:

collect information from a smart shopping cart sub-system comprising one or more shopping carts, the one or more shopping carts each containing an integrated mobile communication device, and one or more RFID sensors for identifying products placed within a shopping cart of the one or more shopping carts,

said one or more shopping carts being made available to customers for shopping in the physical retail location and the one or more shopping carts being adapted to communicate identities of products placed in the one or more shopping carts.

15. The system according to claim 14, wherein the identities of the products are communicated for storage by the system.

16. The system according to claim 15, where the one or more processors are further to:

analyze the identities of the products and instruct the smart shopping cart sub-system to communicate a different instant electronic targeted advertisement to the customers via the integrated mobile communication device,

the different instant electronic targeted advertisement being determined according to the identities of the products.

17. The system according to claim 1, where the one or more processors are further to:

obtain information relating to out-of-store activities of consumers from an e-commerce web portal system adapted to capture web browsing information and web purchasing information from users, and

generate content of the instant electronic targeted advertisement based on the web browsing information and the web purchasing information.

18. The system according to claim 17, where the e-commerce web portal system is adapted to communicate other targeted advertisement messages to the users depending upon collected web browsing information and web purchasing information.

19. The system according to claim 1, where the PVR service collects personal video recording information.

20. The system according to claim 1 where the one or more processors are further to:

collect in-store consumer activity information further from a sales information system adapted to track product sales information for the physical retail location.

21. The system according to claim 1, the memory devices further storing instructions that, when executed by the one or more processors, cause the one or more processors to:

provide a front end interface enabling users to define rules for generating the instant electronic targeted advertisement.

22. The system according to claim 1, wherein the one or more processors are further to:

track at least one product selected by the individually identifiable consumer; and

generate the instant electronic targeted advertisement based on a value of the at least one selected product.

23. The system according to claim 22, where the one or more processors are further to:

track each product selected by the individually identifiable consumer,

the instant electronic targeted advertisement being generated based on a total value of products selected by the individually identifiable consumer.

24. The system according to claim 1, further comprising:

the RFID sensors.

29. The method according to claim 23, further comprising:

enrolling the individually identifiable consumer, by issuing a loyalty program account and loyalty program card to the individually identifiable consumer.

25. A method, comprising:

receiving, by at least one device, data for a personal video recording (PVR) service of an individually identifiable consumer;

identifying, by the least one device, a commercial recorded by the PVR service that rewound and re-watched at least once by the individually identifiable consumer;

monitoring, by the at least one device and using radio frequency identification (RFID) sensors, movement of an RFID card, associated with the individually identifiable consumer to detect in-store consumer activity of the individually identifiable consumer in a physical retail location during a first time;

compiling, by the at least one device, a consumer data structure comprising in-store consumer activity information and out-of-store consumer activity information for the individually identifiable consumer,

the in-store consumer activity information indicating the in-store consumer activity, and

the out-of-store consumer activity information indicating the commercial that is rewound and re-watched at least once;

detecting, by the at least one device and in real time, the individually identifiable consumer entering the physical retail location by detecting the RFID card entering the physical retail location at a second time after the first time; and

delivering, by the at least one device and in real time, an instant electronic targeted advertisement for the individually identifiable consumer based on detecting the individually identifiable consumer entering the physical retail location at the second time and based on the consumer data structure,

the instant electronic targeted advertisement including an advertisement for a product associated with the commercial based on the commercial being identified as being rewound and re-watched at least once by the individually identifiable consumer.

26. The method according to claim 25, where the instant electronic targeted advertisement comprises a promotion message sent to the individually identifiable consumer via a cellular telephone instant messaging protocol.

27. The method according to claim 25, where the instant electronic targeted advertisement comprises a promotion message displayed on a web site page.

28. The method according to claim 25, further comprising:

receiving a request to generate a targeted circular, and

generating multiple different targeted promotions for different consumers enrolled in a customer loyalty program in response to the request.

30. A method, comprising:

receiving, by at least one device, data for a personal video recording (PVR) service of an individually identifiable consumer;

identifying, by the least one device and based on monitoring the data, a commercial recorded by the PVR service that rewound and re-watched at least once by the individually identifiable consumer;

monitoring, by the at least one device and using radio frequency identification (RFID) sensors, movement of an RFID card, associated with the individually identifiable consumer, to detect in-store consumer activity of the individually identifiable consumer in a physical retail location using radio frequency identification (RFID) sensors,

at least one of the RFID sensors being associated with an in-store product display within the physical retail location;

compiling, by the at least one device, a consumer data structure comprising in-store consumer activity information and out-of-store consumer activity information for the individually identifiable consumer,

the in-store consumer activity information indicating the in-store consumer activity, and

the out-of-store consumer activity information indicating the commercial that is rewound and re-watched at least once;

detecting, by the at least one device and in real time, the individually identifiable consumer interacting with a web portal associated with the physical retail location; and

transmitting, by the at least one device and in real time, an instant electronic targeted advertisement for the individually identifiable consumer based on detecting the individually identifiable consumer interacting with the web portal and based on the consumer data structure,

the instant electronic targeted advertisement including an advertisement for a product associated with the commercial based on the commercial being identified as being rewound and re-watched at least once by the individually identifiable consumer.

31. The method of claim 30, where monitoring the data for the PVR service includes:

detecting that a recording device is used to repeatedly rewind and re-watch the commercial.

32. The method of claim 30, where monitoring the data for the PVR service includes:

detecting that a recording device is used to skip another commercial.

33. The method of claim 30,

where the transmitting includes transmitting the instant electronic targeted advertisement to the individually identifiable consumer at a time that the individually identifiable consumer is detected entering the physical retail location for a visit subsequent to when the in-store consumer activity of the individually identifiable consumer was monitored.