Digital Promotion Engine for Targeted CPG Marketing
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Solution Overview
Problem
Current marketing tools for consumer packaged goods (CPGs) are inefficient due to reliance on demographic data rather than personalized purchasing history and habits, leading to ineffective digital promotions that fail to reach consumers at the right time and location.
Innovation Solution
A digital promotion engine that connects and distributes digital coupons or promotions to frequent shopper identification (FSC-ID) cards, allowing consumers to interact with digital promotions on mobile devices and load coupons directly to their retailer accounts without needing to log in, using a system that integrates with supply side platforms and demand side platforms for auctioning and delivery.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional marketing tools use demographic data for market segmentation, then advertising coverage is broad, but personalization and targeting precision are insufficient
Solution Approach 1:
The patent introduces a digital promotion engine as an intermediary system that connects supply side platforms (advertisers) with demand side platforms (publishers and consumers). This engine uses frequent shopper identification data to personalize promotions while maintaining broad distribution capability through multiple delivery channels including mobile devices, in-store displays, and digital signage.
Solution Approach 2:
The system performs preliminary actions by pre-loading digital coupons and promotions onto consumers' mobile devices or frequent shopper cards before they reach the retail store. This allows consumers to have personalized promotions ready and available, eliminating the need for last-minute clipping or registration actions.
2Ease of operation
If consumers must log in to retailer web pages to search for digital promotions, then promotion delivery is controlled, but consumer convenience and accessibility are reduced
Solution Approach 1:
The system enables self-service by allowing consumers to automatically receive and store personalized promotions on their own mobile devices or frequent shopper cards without needing to manually search, log in, or clip coupons. The digital promotion engine automatically matches consumers with relevant promotions based on their shopping history and preferences.
Solution Approach 2:
Promotions are delivered to consumers in advance before they reach the store or make purchasing decisions. The system pre-loads relevant coupons and promotional content onto consumers' devices based on their frequent shopper identification, eliminating the need for last-minute actions.
3Reliability
If traditional marketing tools require clipping promotions to loyalty cards, then promotion tracking is enabled, but the process complexity and consumer burden increase
Solution Approach 1:
The system automates the entire promotion tracking process through self-service mechanisms. Digital coupons are automatically loaded to consumers' frequent shopper identification on their mobile devices, and redemption is automatically tracked when consumers present their device at the point of sale, eliminating manual clipping and registration steps.
Solution Approach 2:
The patent replaces the mechanical process of physically clipping paper coupons to cards with a digital system that uses mobile devices and wireless communication. The mechanical action of clipping is substituted with electronic loading and automatic recognition systems that read promotion data from consumers' mobile devices.
4Measurement precision
If digital promotions are delivered through traditional channels, then distribution reach is achieved, but timing and location precision are insufficient
Solution Approach 1:
The system delivers promotions to consumers in advance before they reach the retail store or make purchasing decisions. Digital coupons are pre-loaded onto mobile devices based on consumers' shopping history and predicted needs, ensuring promotions are available exactly when and where consumers need them.
Solution Approach 2:
The patent implements local quality by delivering customized promotions to specific consumers at specific locations and times. The system uses frequent shopper identification data to tailor promotions to individual consumers' preferences and shopping patterns, and delivers them through location-specific channels such as in-store displays or mobile notifications when consumers are near relevant stores.
Data Source
AI summary
A method including receiving a digital promotion payload from a brand manufacturer for at least one branded consumer packaged good, the digital promotion payload including a digital promotion value associated with the branded consumer packaged good, is provided. The method includes receiving a bid request to the digital promotion engine, providing a bid response to the bid request, the bid response including the digital promotion payload, and receiving, from the supply side platform, a confirmation that the bid response has been selected from one or more bids from different digital advertising entities. The method includes providing a command to the supply side platform to deliver the digital promotion payload to a mobile device accessing a resource from the mobile display publisher, and loading the digital promotion value to a frequent shopper identification in response to a consumer interaction with the digital promotion payload detected from the mobile device.