U.S. patent application number 09/952508 was filed with the patent office on 2002-12-19 for system and method for tactical couponing.
Invention is credited to O'Brien, John F., Wechsler, John L..
Application Number | 20020194067 09/952508 |
Document ID | / |
Family ID | 26925529 |
Filed Date | 2002-12-19 |
United States Patent
Application |
20020194067 |
Kind Code |
A1 |
Wechsler, John L. ; et
al. |
December 19, 2002 |
System and method for tactical couponing
Abstract
A method of selecting coupon offers in real time comprises:
providing at least one tactical couponing database having at least
one couponing criterion and providing a local unit. The local unit
is adapted to: select coupon offers based on the at least one
criterion in the at least one tactical couponing database and to
generate coupons having the selected coupon offers.
Inventors: |
Wechsler, John L.;
(Indianapolis, IN) ; O'Brien, John F.; (Ashburn,
VA) |
Correspondence
Address: |
Woodard, Emhardt, Naughton, Moiarty and McNett
Bank One Center/Tower
Suite 3700
111 Monument Circle
Indianapolis
IN
46204-5137
US
|
Family ID: |
26925529 |
Appl. No.: |
09/952508 |
Filed: |
September 11, 2001 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
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60231907 |
Sep 11, 2000 |
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60231908 |
Sep 11, 2000 |
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Current U.S.
Class: |
705/14.35 |
Current CPC
Class: |
H04N 1/00323 20130101;
G06Q 30/0235 20130101; H04N 1/00281 20130101; H04N 2201/0084
20130101; H04N 2101/00 20130101; H04N 1/00204 20130101; H04N
2201/0082 20130101; G06Q 30/02 20130101; H04N 1/00278 20130101;
H04N 2201/0087 20130101; H04N 1/00315 20130101; H04N 1/00127
20130101 |
Class at
Publication: |
705/14 |
International
Class: |
G06F 017/60 |
Claims
We claim:
1. A method of selecting coupon offers in real time comprising:
providing at least one tactical couponing database having at least
one couponing criterion; providing a local unit adapted to: select
coupon offers based on the at least one criterion in the at least
one tactical couponing database; generate coupons having the
selected coupon offers.
2. The method of claim 1, wherein the local units selects a coupon
offer at least in part by comparing a time, measured at least as
precisely as to the nearest hour, to the at least one couponing
criterion.
3. The method of claim 1, wherein the local unit selects a coupon
offer at least in part by comparing a location of the local unit,
measured at least as precisely as to within 100 m, to the at least
one couponing criterion.
4. The method of claim 1, wherein the local unit selects a coupon
offer at least in part based on information about an event that
occurred after the local unit was deployed.
Description
PRIORITY
[0001] This utility patent application claims priority from U.S.
Provisional Patent Application Nos. 60/231,907 and 60/231,908,
filed Sep. 11, 2000, the entire specification of which is hereby
incorporated herein.
BACKGROUND
[0002] Coupons are well known as a means for stimulating sales.
However, historical couponing methods have a number of limitations
in their ability to influence the behavior of consumers. Typically,
the coupons must be distributed through a periodical such as a
newspaper or magazine. In order to place the coupon in the
periodical, the sponsor generally must pay the periodical for the
print space. In addition, the coupon offer creates other costs,
such as the expense involved with the redeeming and accounting for
the coupons in circulation. There may also be costs associated with
selecting a coupon offer for distribution, including, for example,
the cost to produce the art or graphic design used in the actual
coupon.
[0003] Once the expense of creating and distributing a coupon offer
is incurred, its ability to influence the behavior of consumers is
uncertain. Even if a periodical has a large circulation, it is
generally understood that only a fraction of the readers will pause
to even consider the coupon offer. Of those, only a fraction will
take the trouble to actually cut out the coupon and retain it with
the intention of redeeming it. In particular, many types of
purchases are difficult to influence with coupons distributed
through newspapers because the average consumer of the product type
does not plan such purchases that far in advance. For example, many
fast food restaurants receive much of their business because of the
convenience they offer. The relatively large number of such
establishments (and their strategic geographic positioning) makes
it likely that a prospective consumer can find a place to eat on
short notice, and the consumer can recognize a franchise name and
know what he or she can expect, and therefore can feel comfortable
in make such decisions. Consequently, coupons which are distributed
too far away in time or in space may be substantially less likely
to influence the behavior of the prospective consumer.
[0004] Furthermore, of the readers, typically only a fraction will
likely be interested in the coupon offer, either because they
aren't in the market for the product offered. In the case of
businesses that are not franchises, or that are otherwise more
location specific, the reader may not be interested in such an
offer because they are outside the geographic area in which they
can conveniently patronize the sponsor's establishment--even if it
later turns out that they are in the sponsor's area and could, in
fact, have conveniently taken advantage of the coupon offer.
[0005] One way in which some of these shortcomings of distributing
coupons through periodicals can be curtailed is to distribute the
coupons locally, for example by handing them out at sporting events
or other gatherings. Because such coupon offers can be selected
with demographic information about the likely attendees, they can
be better tailored to appeal to the prospective consumer. And,
because they are being distributed locally, it is somewhat easier
for prospective sponsors to tailor their offers to the area in
which a prospective consumer is likely to be influenced to take
advantage of the offer. However, typical existing local
distribution methods have offsetting shortcomings, as well. If they
are being manually distributed, the cost per coupon distributed is
greatly increased. If they are simply set out as flyers, they are
much less likely to actually be picked up and read by a given
attendee. Furthermore, while such local distributions provide the
sponsor with greater information about the time and location at
which the coupon offers will be distributed, the actual coupons
must still be generated in advance. Especially for larger events,
which are otherwise the most desirable events at which to use local
coupon distribution, the time information may be limited to certain
days, rather than certain times of the day. Likewise, if the event
is large enough that an attendee cannot conveniently walk from one
end of the site to the other, the location information may not be
specific enough to assure the optimum chance to influence the
prospective consumer's behavior. Consequently, even with local
couponing methods, unnecessary expense is typically incurred due to
the need to produce more coupons than will actually be
distributed.
[0006] Furthermore, the limitations on prior couponing methods in
providing coupons to consumers that are most likely to be of
interest to them further decrease the likelihood that a prospective
consumer will even take the time to read the offer, since they may
expect such offers to be inconvenient to use, or of little
interest.
[0007] Therefore, what is needed is a means of generating
customized coupons in real time that implement information about
time and location in which the coupons are being distributed in
order to optimize consumer response. The present invention is
directed towards meeting this need, amongst others.
SUMMARY OF THE INVENTION
[0008] A first embodiment method of selecting coupon offers in real
time comprises: providing at least one tactical couponing database
having at least one couponing criterion; providing a local unit.
The local unit is adapted to: select coupon offers based on the at
least one criterion in the at least one tactical couponing
database; generate coupons having the selected coupon offers.
BRIEF DESCRIPTION OF THE DRAWINGS
[0009] FIG. 1 is a diagram illustrating certain elements of a
tactical couponing database according to the present invention.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT
[0010] For the purposes of promoting an understanding of the
principles of the invention, reference will now be made to the
embodiment illustrated in the drawings and specific language will
be used to describe the same. It will nevertheless be understood
that no limitation of the scope of the invention is thereby
intended, and alterations and modifications in the illustrated
device, and further applications of the principles of the invention
as illustrated therein, are herein contemplated as would normally
occur to one skilled in the art to which the invention relates.
[0011] A system and method for tactical couponing according to the
present invention permits distribution of coupons having the best
possible likelihood to be of interest to the person receiving the
offer. The present invention permits the generation of coupons
employing highly specific time and location information. Since the
coupons are generated in real time, the coupon offers can be
selected based on very exact time information. For example, if the
coupon sponsor is a fast food franchise, and the coupon is being
generated before 9:00 a.m., the offer can feature breakfast food.
Later in the day, an offers featuring lunch or dinner food can be
used instead. Likewise, a system according to the present invention
can employ GPS location information to select offers based on
precise location information (within about 20 meters, using present
GPS technology). A system and method according to the present
invention further permits real time selection of coupon offers
according to other criteria, such as developments in a sporting
event, as further described hereinbelow. Consequently, the coupon
offers selected for distribution can offer the best possible
likelihood to be of interest to the prospective consumer.
[0012] A system for tactical couponing according to the present
invention comprises a central server, or "home base," which
functions as a central repository for information used in the
tactical couponing process, and one or more remote, or local units,
which are used to distribute the coupons. Typically, the remote
units will be deployed at events, such as sporting events,
festivals, etc., where people are gathered. Preferably, the remote
units maintain wireless contact with the home base in order to
permit the most flexible responses to developing information. A
remote unit suitable for use in a system for tactical couponing
according to the present invention is described in U.S. Provisional
Patent Application No. 60/231,907 filed Sep. 11, 2000, the entire
specification of which is hereby incorporated herein.
[0013] In the preferred embodiment, the coupons generated and
distributed have two components: a ticket number, and at least one
coupon offer. The ticket number is an identification number that
enables the consumer to locate, view, and transmit (e.g. by email)
via the Internet digital images that are captured in the field by a
remote unit. Typically, the digital images will include the
customer, or friends or family who accompanied the customer to the
event. Thus, the coupon provides a way for participants in the
event to get pictures to commemorate it, without having to bring
their own camera, get film developed, etc. Additionally, the
digital images can be placed on tee-shirts, mugs, or other items to
make a more unique souvenir.
[0014] The coupon offer component of the tactical coupons is a
typical coupon offer, as are known in the art, with the exception
of how the coupon offer is selected and distributed.
[0015] A system for tactical couponing according to the present
invention comprises two types of couponing databases: a master
couponing database, and one or more local couponing databases. The
master couponing database is located on the central server. The
master couponing database comprises the complete set of conditions
used to select coupon offers for each remote unit. Adjustments to
tactical couponing strategy are made by updating the master
couponing database. Preferably, the central server has the ability
to tie into other non-organic databases, such as databases
controlled by coupon sponsors, in order to efficiently update the
master couponing database. In the preferred embodiment the
couponing conditions can include conditions based on time and the
precise location where the coupon is being distributed.
[0016] Future upgrades to tactical couponing include the ability,
given standardized software and protocols, to allow the master
coupon database to integrate with databases from other clients.
[0017] Each of the local couponing databases resides on a remote
unit, and is used by that unit to select coupon offers in order to
generate the actual coupons that are distributed in the field. In
the preferred embodiment, the remote couponing databases are
automatically updated from the master couponing database during
start-up of the remote units, and can even be updated while the
remote units are in the field, via a wireless data connection. In
certain alternative embodiments, the remote units update the local
couponing database via a hard connection, such as a standard
land-line modem, and the remote unit operates using that local
couponing database until the next start-up.
[0018] FIG. 1 illustrates a sample of a portion of a couponing
database suitable for use in the present invention. Each of the
five lines correspond to a set of conditions for generating a
specific coupon offer, identified in column 150. The status column
110 indicates whether the corresponding coupon offer is presently
enabled or disabled. If the coupon offer is presently enabled, the
conditions contained in the first condition column 120 and second
condition column 140 are checked to determine if the corresponding
coupon offer should be used in generating the coupons being
distributed. The logical command in column 130 is used to interpret
the first and second conditions in deciding whether to use the
corresponding coupon offer. For example, line one corresponds to a
specific Taco Bell Coupon offer, as shown in column 150, having
both time and location conditions. The first condition is a
location condition, which would be satisfied only if the most
recent position information from the remote unit's GPS indicated
that the unit was positioned within the quadrangle defined by the
four corner points listed. The second condition is a time
condition, which would be satisfied only if the remote unit's clock
indicated that the present time was within the span defined by the
two times listed. (Preferably, GPS time is used for that clock, but
in those embodiments lacking GPS, or if the GPS is down for some
reason, the CCU's internal clock can also be used.) Since the
logical command is an "AND," both the time and position condition
would have to be satisfied in order for the remote unit to select
the Taco Bell coupon offer #3, at least under these conditions.
Note that the tactical couponing databases can include multiple
condition sets for selecting a given coupon offer--for example, if
there were two periods in which it was believed advantageous to
distribute a given coupon offer, the database could include two
lines for that offer. The position condition could be identical,
but the time condition could define a different time span. This
way, during the first time span, the coupon offer would be included
in the coupons generated under the first condition set, and during
the second time span, it would be included under the second
condition set.
[0019] As shown in FIG. 1, other types of conditions can also be
used. As shown in the first condition column 120 of line 2, a
position condition can be defined as being within a specified
distance of a certain point. The condition defined in the first
condition column 120 of line 4 is intended for use where a remote
unit having a wireless link will be deployed at an auto race.
Information about the progress of the race can be collected at the
central server, for example directly from the coupon offer's
sponsor, and then distributed to the remote units at the race site.
This particular condition would be satisfied whenever Car
#37--possibly a car sponsored by the coupon offer's sponsor--is
leading in the race. In this way, the local unit can select a
coupon offer based on events that occur even after the local unit
has been deployed. The condition in the first condition column 120
of line 5 is a manual condition. That is, it is manually toggled
from "satisfied" to "not satisfied" at the command of the
sponsor.
[0020] Thus, it will be appreciated that the tactical couponing
databases functions as a series of IF-THEN logic statements. These
logic statements provide the framework that an executable software
program can use to select the coupon offers to output to the
coupons that are distributed. In certain embodiments, when prompted
to generate a coupon, the software simply begins with the first
line, and searches the database in order until it locates a set of
conditions that are satisfied, and selects the corresponding coupon
offer. In certain other embodiments, the software begins searching
at the line immediately following the line corresponding to the
last coupon offer used to generate a coupon. In still other
embodiments, the software determines each condition set that is
satisfied, and randomly selects from the corresponding coupon
offers. Other ways to select from the set of satisfied condition
sets at a given point in time may be used, as would occur to person
of ordinary skill in the art.
[0021] Note that, in certain alternative embodiments the master
couponing database could actually reside on one of the remote
units. This is especially suitable for embodiments having only one
remote unit; such embodiments would therefore not require any local
couponing databases. The master couponing database would reside on
the remote unit, and be used to make all tactical couponing
decisions.
[0022] While the invention has been illustrated and described in
detail in the drawings and foregoing description, the same is to be
considered as illustrative and not restrictive in character, it
being understood that only the preferred embodiment, and certain
other embodiments deemed helpful in further explaining how to make
or use the preferred embodiment, have been shown. All changes and
modifications that come within the spirit of the invention are
desired to be protected.
* * * * *