TARGETED IN-STORE COUPON DISTRIBUTION THROUGH THE USE OF BISTATIXÔ TECHNOLOGY
Original Publication Date: 2001-Aug-03
Included in the Prior Art Database: 2001-Aug-03
Joseph F. Wodka: AUTHOR [+5]
AbstractTARGETED IN-STORE COUPON DISTRIBUTION THROUGH THE USE OF BISTATIXÔ TECHNOLOGY
TARGETED IN-STORE COUPON DISTRIBUTION THROUGH THE USE OF BISTATIX( TECHNOLOGY
By Joseph F. Wodka, Richard S. Rachwalski, Tim Collins, Pat Rakers, Chun-Tak Fan
To build loyalty to specific goods or services, retailers and manufacturers traditionally rely on distribution of coupons. Distribution of coupons is performed by mail, in newspapers, enclosed in product packages, handed out upon in-store visits, or printed at the point-of-sale terminal after the purchase has been made. These systems require the consumers to have the coupons pre-selected and on hand before the visit to the retailer. For these reason most consumers ignore or discard the coupons resulting in poor redemption rates. Coupon use is further reduced because mass distribution does not target the needs of a specific consumer at a specific point in time.
Generally, existing methods either require the consumer to collect and track the coupons ahead of a retail visit or in some systems the discounts are applied at the time of checkout. The prior systems do not allow the notification of a discount to the consumer based on product triggering effects where purchase of a combination of products yields a discount. Nor do existing systems tailor a discount based on the user's menu/shopping list.
With the application of Motorola's BiStatix(tm) RF identification (RFID) technology to electronic barcodes, customized discount coupon sheets can be printed that incorporate the technology to provide customized promotional incentives to individual consumers on a broad scale.
The consumer is presented with specifically targeted BiStatix(tm) equipped coupons after identification to the in-store system. Identification of the consumer can be made in a number of ways, presentation of a BiStatix(tm) identity card to an in-store reader, use of smart cards, use of a in-store affinity card, or via the transmission of a consumer's profile to the in-store server.
Transmission of the user's profile would occur through the use of spread spectrum transceivers from an electronic hand-held device (PDA). The promotional coupon sheet distributed to the consumer may be based on previous purchases, related items, frequency of purchases, demographics of the consumer, or a consumer provided menu/shopping list.
Regardless of how identification is performed, the in-store merchandising system selects a set of incentives based on a number of parameters (purchase history, promotional specials, consumer product loyalty, consumer-shopping list). The tailored coupons/promotions are sent to the nearest BiStatix(tm)-equipped printer for distribution to the consumer.
The printed BiStatix(tm) coupon sheet and either a hand-held or cart equipped electronic device can be used to provide information about a particular item. Depending on the device employed, the user aligns the reader head over a pair of tag electrodes or touches an individual tag electrode on the coupon sheet, allowing the device to detect the transmitted data signal.