Consumer Resource Management System for Targeted Marketing
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Solution Overview
Problem
Consumers face challenges in managing various shopping resources such as gift cards, coupons, and loyalty programs, while retailers struggle to effectively target consumers with relevant marketing efforts due to overwhelming communication and lack of precise consumer data.
Innovation Solution
A system and method that provides consumer resource management by creating a consumer interface for inputting data, configuring a consumer account with partner access, and generating a universal transaction identifier for seamless purchases across multiple providers. Additionally, transaction data is collected from POS terminals and recorded in consumer accounts to enable targeted marketing efforts by retailers.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If retailers send widespread marketing communications to consumers, then more consumers may be reached, but consumers become overwhelmed and frustrated with irrelevant offers
Solution Approach 1:
The system collects consumer transaction data and preferences to provide feedback about consumer interests and behaviors. This feedback loop enables retailers to adjust their marketing communications to be more relevant and less overwhelming for consumers, resolving the contradiction between reach and consumer experience.
Solution Approach 2:
The system performs preliminary actions by collecting and analyzing consumer data before marketing campaigns are launched. Consumer preferences and purchase histories are pre-processed to identify target audiences, ensuring that marketing communications are sent only to interested consumers rather than widespread broadcasts.
2Measurement precision
If retailers collect detailed consumer data for targeted marketing, then marketing precision improves, but consumer privacy concerns and data management complexity increase
Solution Approach 1:
The system introduces an intermediary layer that aggregates and processes consumer data from multiple sources. This intermediary data management system handles the complexity of collecting, storing, and analyzing detailed consumer information while providing simplified interfaces for retailers to access targeted consumer insights without managing the underlying complexity.
3Adaptability or versatility
If consumers manage multiple shopping resources separately (gift cards, coupons, loyalty programs), then each resource can be optimized independently, but consumers experience clutter and difficulty in resource management
Solution Approach 1:
The system merges multiple shopping resources (gift cards, coupons, loyalty programs, rebates) into a single integrated consumer account. This consolidation allows consumers to manage all their shopping resources in one place rather than separately, reducing clutter and improving ease of operation while maintaining the ability to optimize each resource type.
Solution Approach 2:
The consumer account system provides universal functionality that handles multiple types of shopping resources through a single interface. The system is designed to be multi-functional, supporting gift cards, coupons, loyalty programs, and rebates within one unified account structure, allowing consumers to access and manage diverse resources consistently.
4Quantity of substance
If retailers use traditional advertising channels to reach consumers, then broad market coverage is achieved, but marketing effectiveness and ROI are reduced due to consumer frustration
Solution Approach 1:
The system performs preliminary data collection and analysis to identify consumers who are most likely to be interested in specific products or offers before marketing campaigns are executed. This preliminary targeting ensures that marketing communications reach consumers who are actually interested, improving productivity while maintaining broad market coverage through systematic identification of potential customers.
Data Source
AI summary
Systems and methods are provided for providing targeted marketing to goods and services provides and consumer resource management services to consumers. An example system and method for targeted marketing comprises collecting transaction data from point-of-sale (POS) terminals and using a consumer identifier in the transaction data to access stored information about the consumer. This information may be used to target offers and advertisement to the consumer. In an example system for consumer resource management, a consumer may configure a consumer account on the enterprise infrastructure via a web-site. The consumer may use the consumer account to purchase and configure gift cards that may be used for purchasing goods and services. A universal transaction identifier may be associated with the consumer account and used to purchase goods and services from more than one selected goods and services providers.