Successive Offer Communications for Timely Consumer Reminders
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Solution Overview
Problem
Existing marketing models fail to deliver timely and relevant offers to consumers, leading to ineffective facilitation of subsequent transactions between merchants and consumers, as consumers often forget about offers due to the time gap between receiving marketing materials and their shopping trips.
Innovation Solution
A system that sends both hard copy and soft copy communications about merchant offers to consumers, utilizing a Point of Interaction (POI) terminal and mobile electronic devices, with announcements timed to coincide with consumer transactions and geographical location, ensuring timely and relevant promotions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If marketing offers are delivered through traditional channels (newspapers, TV advertisements) in advance, then consumers have time to process the information, but consumers forget about the offers before their shopping trips
Solution Approach 1:
The system performs preliminary actions by sending the offer to the consumer's mobile device in advance, then automatically sends a reminder notification at a predetermined time closer to when the consumer is likely to shop. This preliminary setup with timed follow-up ensures the offer is both delivered early for processing and reminded upon near-term action intent
Solution Approach 2:
The system uses feedback from transaction processing systems to detect when a consumer is actively shopping or making a purchase, then triggers a timely reminder notification. This feedback mechanism allows the system to adapt the reminder timing based on actual consumer behavior rather than using fixed schedules
2Ease of operation
If marketing offers are delivered at the moment of transaction, then consumers are most receptive to the offer, but consumers have not had time to process the offer information
Solution Approach 1:
The system sends the offer notification to the consumer's mobile device in advance of the transaction moment, allowing the consumer to review and process the offer information beforehand. The notification is then reinforced at the point of transaction through the timely reminder mechanism
Solution Approach 2:
The system maintains continuous engagement with the consumer by first delivering the offer information, then following up with a reminder notification closer to the transaction time. This continuous communication ensures the consumer has both initial exposure and timely reinforcement of the offer
3Reliability
If marketing efforts are well tailored to consumer context, then the relevancy of marketing increases, but the timing delivery may still be delayed
Solution Approach 1:
The system tailors the marketing communication to the local context of the consumer's current situation by using location-based services to detect when the consumer is near the merchant location, then sends a timely reminder notification specifically relevant to that context
Solution Approach 2:
The system dynamically adjusts the timing and content of reminder notifications based on real-time consumer behavior data from transaction processing systems. The reminder is triggered adaptively when the system detects the consumer is actively shopping or making a purchase, rather than using a fixed schedule
Data Source
AI summary
Successive offer communications are sent to an offer recipient. A first offer communication includes an offer of a merchant and the second offer communication includes an announcement about the offer. The first and second offer communications are each formatted to be rendered by respective communication device, such as a mobile phone of the offer recipient or a Point of Interaction (POI) terminal. The content of the offer communications may be tailored to the offer recipient based on the offer recipient's past transactions within a transaction processing system or a real time geographical location of the offer recipient.