WO2003023663A2

WO2003023663A2 - Permission-based marketing system

Info

Publication number: WO2003023663A2
Application number: PCT/EP2002/010106
Authority: WO
Inventors: Gregor John Mclennan Anderson; George William Rowley; Christopher Gerard Pike
Original assignee: Adtab Limited
Priority date: 2001-09-12
Filing date: 2002-09-10
Publication date: 2003-03-20
Also published as: GB0121932D0; WO2003023663A8

Abstract

There is provided a system for seeking the permission of a consumer to receive product marketing information for an identified product. The system comprises first data receiving means for receiving identity data relevant to a product identifier associated with a product; matching means for matching said identity data to said product; second data receiving means for receiving address data relevant to an address of a consumer; request means for requesting permission of said consumer to send marketing information relevant to the product to said address of the consumer; and sending means for sending said identified product marketing information to the address of the consumer on receipt of said customer permission.

Description

Permission-based marketing system

The present invention relates to a system for permission-based marketing to a consumer. The system may be configured using a computer network.

The world of shopping has become more data-driven. This has given rise to the development of various systems for tracking consumer behaviour. One such system is commonly implemented in the checkout systems of large supermarkets. All consumer purchases are recorded at the time of checkout and a database of purchase activity in the supermarket is progressively built up. This data can be used to predict peaks and troughs of purchasing activity through the course of a week which in turn can be used to ensure adequate staffing levels. Purchasing levels for particular product lines- can also be monitored and this information fed back into the ordering and warehousing operations of the supermarket group. In developments of this activity monitoring approach, supermarket groups and product manufacturing groups have established common data systems such that activity information can flow readily from the supermarket aisle to the point of manufacture. Taken to an extreme, the purchase of a can of beans in a particular store can lead in turn, to an order for 'more beans' to the back end storage area of the store, then to the warehouse and finally to the beans manufacturing operation. Such systems are sometimes referred to as Enterprise Resource Plannning (ERP) systems.

Whilst ERP systems assist with monitoring consumer behaviour en masse and in the management of inventory they give little detailed information about the behaviour of individual consumers. One well-known attempt to track individual behaviour is the supermarket loyalty card system in which an individual consumer signs up for a loyalty card having a unique consumer identifier (e.g. a magnetic swipe card). At the time of supermarket checkout, the consumer identifier is read (e.g. by a swipe card reader) and all purchases are assigned to that consumer identifier. The loyalty card system is deisgned to work to the benefit of both the supermarket and the consumer. The supermarket gains knowledge of individual purchasing habits, which allows for targetting of e.g. special offers or discounts to the individual. The individual purchasing data may also be combined with consumer-provided demographic information to build up an overall purchasing vs. demographics picture. Since many consumers will subscribe to the scheme, purchase behaviour patterns for particular demographic groups may also be built up over time. For the consumer, the loyalty card scheme provides reward points, discounts and in some case, preferential checkout locations.

The supermarket loyalty scheme is controlled by the supermarket rather than by any individual product brand owner. This can give the supermarkets an information advantage over any individual product brand owner, although of course, that information may also in certain circumstances be shared with selected product brand owner alliance partners of the supermarket. What supermarket loyalty schemes do not necessarily provide to the product brand owner is information relating to specific product loyalty as opposed to overall supermarket loyalty. Such schemes are also by definition measures of in- supermarket behaviour and they can provide no information about consumer purchasing behaviour outside of the supermarket arena. Information relating to individual product purchasing patterns at convenience stores, vending machines or ad hoc venues is therefore limited.

Certain consumers are becoming more suspicious of supermarket loyalty schemes, which suspicion is itself only a reflection of growing public awareness of schemes which seek to monitor and influence the economic behaviour of individuals. A particular problem with the supermarket loyalty scheme is that it monitors all purchase behaviour at the checkout. Whilst some consumers would have little concerns about a particular supermarket gaining insights into their purchase of e.g. their favourite brand of milk or flavours of yoghurt, many would object to a supermarket building up a picture of their more personal preferences such as for example, in preferred colour of toilet paper or variety of condom.

Permission-based marketing is a new trend arising in response to that growing suspicion. This involves asking the permission of a particular individual before marketing to that individual. Supermarket loyalty card schemes include elements of asking permission, although as noted above the permission requested is not product specific. The well-known AirMiles (trade name) system is an example of a particular type of permission-based system where an individual subscribes to a reward system and collects 'miles' each time they engage in designated economic activity with a corporate partner who has subscribed to the AirMiles system. For the individual, the collected 'miles' may be exchanged for rewards e.g. travel or hotel discounts. For the subscribing partner, there is the expectation that the opportunity to collect 'miles' will drive purchase behaviour. Typically in 'miles' type reward schemes, the system is not directly run by the corporate subscription partners and their opportunity to influence consumer behaviour is therefore limited. Thus, for example when an individual receives a 'miles' statement it is not branded in the colours of any particular corporate subscriber, even if all the 'miles' have been accumulated as a result of dealings with predominantly one such corporate subscriber.

There thus, exists a need to create an electronically-enabled system which enables individuals to give marketing permission to a brand owner on a product- specific basis. To be viable the system must meet the needs of both consumer and product brand owner, whilst being operable on a commercial basis.

One solution to the problem could involve each product brand owner operating a product-specific 'miles' type system. Running such a system on an economic basis would clearly present major operating challenges, particularly where the unit price of the product was relatively low. One example of a system of this general type is the Coke (trade name) auction web-site operated by the Coca- Cola Company of the United States. The system relies on individuals collecting pull-tab rings from drinks cans, each of which has an identifier number printed thereon. To engage in the 'auction' the individual registers at the Coke auction web-site and is given password access to a home page. The home page is configured to enable the entry of identifier data from each collected pull-tab ring which in turn, leads to accumulation of points in the 'auction'. The points can be used to bid for prizes and to collect other rewards. One disadvantage of this system is that it requires the collection of pull-tab rings, which can be difficult to disengage from a can and are also inconvenient to store in e.g. a wallet or purse. Another disadvantage is that because it is directed towards a single product type large scale participation is required to make it economically viable to operate.

The Applicants have now devised an electronically-enabled system which enables individual permission-based marketing on a product-specific basis without any of the problems of the above-described systems. The system employs a tagged product, the tag having a unique identifier associated therewith (e.g. printed on or stored on digital form in a memory) wherein the identifier is product-specific. The tag is associable with, but also separable from, the product. The association of the identifier on the tag to the product is verifiable through an external electronic data interchange system, which is accessible by a purchaser of the product. The system may in aspects be configured to allow for verification of multiple (i.e. different) product identifiers through a single access point (e.g. a portal on a web-based system). This provides convenience for the consumer; reduces costs, particular when compared to the running of individual product-specific systems; and enables (where permitted by the consumer) exchange of consumer behaviour/preference information about different products (e.g. between different products of a single brand owner, or between different products of different, but allied, brand owners).

In practice, the system might work as follows. In a first step, a product is associated with a tag having a product-specific identifier thereon. The association may happen by various means, but will typically involve a read-write operation transferring data to from a networked computer system to the tag and associating that data with the product type. The tagged product is then offered for sale. At some point after purchase, the purchaser detaches the tag from the product and enables the identifier to be read or otherwise transferred to the electronic data interchange system for verification thereof. The enabling act is initiated by the individual and also confers their permission for the onward use of data associated with that enabling act. In one aspect, the enabling act might involve the individual logging onto a personal password-protected area of a website and then typing in the product-specific identifier, but automations of all steps other the necessary customer permission step are envisaged.

One advantage of the system herein is that a common arrangement of tag and networked identification/verification system can be employed for multiple product types, but that product-specific information and rewards can be offered at a common point of verification. Another advantage of the system herein is that the tag need not be part of the product. It may thus be manufactured separately therefrom and only associated with the product at the time of its introduction into the sales environment. In this sense, it introduces no more complexity for the supermarket than putting a price label onto a can of tomatoes. A still further advantage of the system herein is that it gives rise to the possibility of more sophisticated, individual-targeted permission-based marketing methods. These could in embodiments, involve multiple product types in situations where multiple (or grouped or blanket) permissions are given. It may also be used as a component of an advertising campaign involving other (e.g. more traditional) approaches to advertising.

According to one aspect of the present invention there is provided a method for seeking the permission of a consumer to receive product marketing information for an identified product comprising selecting a product;

associating a tag with said product, the tag having a product identifier associated therewith;

offering the tagged, product for sale to said consumer;

providing to the consumer an electronic data interchange system capable of:

(a) receiving identity data relevant to said product identifier;

(b) matching said identity data to the product;

(c) receiving address data relevant to an address of the consumer;

(d) requesting permission of the consumer to send marketing information relevant to the identified product to said address of the consumer; and

(e) on receipt of said customer permission, sending said identified product marketing information to the address of the consumer.

According to another aspect of the present invention there is provided an electronic system for seeking the permission of a consumer to receive product marketing information for an identified product comprising

first data receiving means for receiving identity data relevant to a product identifier associated with a tag associated with a product;

matching means for matching said identity data to said product; second data receiving means for receiving address data relevant to an address of a consumer;

request means for requesting permission of said consumer to send marketing information relevant to the product to said address of the consumer; and

sending means for sending said identified product marketing information to the address of the consumer on receipt of said customer permission.

The invention provides an advantage to the consumer that product marketing information is only sent to the given address after they have given their permission to receive it. The consumer may also select a particular address to which they would be prepared to receive marketing information (e.g. a designated e-mail or FTP address or even physical location).

The invention provides an advantage to the manager of the electronic data interchange system (usually the owner of the product brand or a contractor thereof) that product data may be matched with consumer address data, thereby enabling them to better understand who their (actively loyal) consumers are. The manager can then also be reasonably confident that any product marketing information dispatched will only be received by consumers who actively want to receive such information.

The product marketing information may simply comprise marketing information, or alternatively it may comprise competition details, discount vouchers, reward payments or any other consumer relevant promotion.

The tagged product is offered for sale to said consumer through any conventional sales channel. Supermarkets or vending machines are a suitable channel herein. The product is separate from the tag until the two are associated. This provides the advantage that the form (e.g. shape, packaging, printed details etc.) of the product need not be specially tailored for use in the method. The tag is simply an add-on element, which may be associated at any time before the product is offered for sale to the consumer.

The tag has a product identifier associated therewith. This provides a data correspondence between the tag and the product (e.g. if the product is 'Fun Nuggets' breakfast cereal, the product identifer will also have data thereon which is associated with 'Fun Nuggets' breakfast cereal). The data correspondence may be established at any time before the product is offered for sale to the consumer.

In one aspect, the product identifier is set (e.g. by writing to the tag) at the time of associating the tag with the product (e.g. at the time of labelling). The association step may be initiated either manually ot automatically. For example, the association may be made in response to the request of a store filler employee of a supermarket. In another example, the association occurs at the time of vending the product from an automatic vending machine. Rewriting of product identifiers is also envisaged in certain embodiments, thereby enabling updated identifiers to be supplied e.g. when relabelling old stock on the supermarket shelf.

The product identifier may be printed on the tag (e.g. in bar code or numeric form) or comprised in digital form within an electronic memory. In embodiments, the tag also comprises a smart chip for conveying marketing and/or advertising information.

Suitably, the tag includes a transceiver comprising an antenna or equivalent for transmitting or receiving data and connecting thereto a memory. The memory will typically comprise an integrated circuit chip. The transceiver may be configured to have a memory structure which allows for large amounts of information to be stored thereon. The memory structure can be arranged such that parts of the memory are read-only, being programmed during/after manufacture, other parts are read/write and further parts are password protectable. Initial transfer of information (e.g. on manufacture or one dispensing) to or from any transceiver can be arranged to be readily achievable by the use of a reader which is remote from the container, thereby minimising the need for direct product handling. In further aspects, the reader can be arranged to simultaneously read or write to the memory of transceivers on multiple containers.

Suitably, the transceiver comprises a label comprising an antenna for transmitting or receiving energy; and an integrated circuit chip connecting with said antenna. In this case the label is a passive transceiver and the reader is an active transceiver. Preferably, the reader will not need to be in direct contact with the label to enable the label to be read.

The antenna is in aspects in the form of a coiled wire, but it may also take any other suitable form.

The transceiver may be used in combination and/or integrated with other traditional product labelling methods including visual text, machine-readable text, bar codes and dot codes.

Suitably, the integrated circuit chip has a read only memory area, a write only memory area, a read/write memory area or combinations thereof.

Suitably, the integrated circuit chip has a one-time programmable memory area. More preferably, the one-time programmable memory area contains a unique serial number. Suitably, the integrated circuit chip has a preset memory area containing a factory preset, non-changeable, unique data item. The preset memory item is most preferably in encrypted form.

Suitably, the integrated circuit chip has plural memory areas thereon. Suitably, any memory area is password protected.

Suitably, any memory area contains data in encrypted form. Electronic methods of checking identity, error detection and data transfer may also be employed.

In one aspect, the integrated circuit has plural memory areas thereon including a read only memory area containing a unique serial number, which may for example be embedded at the time of manufacture; a read/write memory area which can be made read only once information- has been written thereto; and a password protected memory area containing data in encrypted form which data may be of anti-counterfeiting utility.

Suitably, the tag is on a carrier and the carrier is mountable on the product. In one aspect, the carrier is a flexible label. In another aspect, the carrier is a rigid disc. In a further aspect, the carrier is a rectangular block. Other shapes of carrier are also envisaged, the particular shape and form of the carrier being selected having regard to the product to be tagged.

In one particular aspect, the tag is designed to be top mounted on a pull-tab drinks can (e.g. of the type routinely used to package soft drinks such as cola drinks). Preferred tab forms of this type are described in PCT Patent Application No. PCT/EP01/10987.

In one aspect, the transceiver of the tag comprises a radiofrequency identifier comprising an antenna for transmitting or receiving radiofrequency energy; and an integrated circuit chip connecting with said antenna. An advantage of radiofrequency identifier technology is that the reader need not be in direct contact with the radiofrequency identifier to be read.

The radiofrequency identifier can be any known radiofrequency identifier. Such identifiers are sometimes known as radiofrequency transponders or radiofrequency identification (RFID) tags or labels. Suitable radiofrequency identifiers include those sold by Phillips Semiconductors of the Netherlands under the trade marks Hitag and lcode, those sold by Amtech Systems Corporation of the United States of America under the trade mark Intellitag, and those sold by Texas Instruments of the United States of America under the trade mark Tagit.

Suitably, the antenna of the RFID tag is capable of transmitting or receiving radiofrequency energy having a frequency of from 100 KHz to 2.5 GHz. Preferred operating frequencies are selected from 125 KHz, 13.56 MHz and 2.4 GHz.

In one aspect, the transceiver of the tag comprises a magnetic label comprising an antenna for transmitting or receiving magnetic field energy; and an integrated circuit chip connecting with said antenna.

A suitable magnetic label comprises plural magnetic elements in mutual association whereby the magnetic elements move relative to each other in response, to an interrogating magnetic field. A magnetic label of this type is described in U.S. Patent No. 4,940,966. Another suitable magnetic label comprises a magnetorestrictive element which is readable by application of an interrogating alternating magnetic field in the presence of a magnetic bias field which results in resonance of the magnetorestrictive elements at different predetermined frequencies. A magnetic label of this type is described in PCT Patent Application No. WO92/12402. Another suitable magnetic label comprising plural discrete magnetically active regions in a linear array is described in PCT Patent Application No. WO96/31790. Suitable magnetic labels include those making use of Programmable Magnetic Resonance (PMR) (trade name) technology.

In another aspect, the transceiver comprises a microelectronic memory chip. The microelectronic memory chip may comprise an Electrically Erasable Programmable Read Only Memory (EEPROM) chip or a SIM card-type memory chip.

Any transceiver herein, particularly a passive transceiver may be mounted on or encased within any suitable inert carrier. The carrier may comprise a flexible sheet which may in embodiments be capable of receiving printed text thereon.

In one aspect, the transceiver is integral with the tag such that a single unit is comprised. The transceiver may for example be encased within or moulded to the tag.

Suitably, the tag additionally comprises a communicator for wireless communication with a network computer system to enable transfer of data between the network computer system and a memory thereon.

The primary function of the tag is to act as a 'carrier' for the product identifier, but it may also have other functions. For example, it may be used in known anti- counterfejting or stock control systems.

In one aspect, the product identifier is assigned to the product on a sequential basis. Thus, if say one hundred cans are labelled in a supermarket each would have a particular sequential identifier in a sequence of a hundred. Such sequential labelling may be used in in-store or checkout monitoring of product sales or security. For example, the identifier may be read at the checkout point. If the identifier corresponding to say 97 out of a sequence of 100 is read, this may trigger a stock re-order signal.

In another aspect, an additional 'sale receipt identifier' is written to the tag at the point of purchase. This may simply be an on/off type identifier which is initially set at 'off', but is set to 'on' once a legitimate purchase is made. If this on/off identifier is made part of (or associated with) the product identifier which it can form part of a security system. For example, the electronic data interchange system may be configured to only respond to the input of sale receipt-identified (i.e. switched on) product identifiers which have been legitimately purchased.

This security feature would close off the permission marketing / records system to all but legitimate purchases of the product. Shoplifters and those who would be minded to simply collect tags and potential online records without purchasing the product would be excluded.

In one aspect, the communicator communicates via a gateway to the network computer system. In another aspect, the communicator includes a network server (e.g. a web server) such that it may directly communicate with the network.

In a further aspect, the communicator communicates with the gateway via a second communications device. Preferably, the second communications device is a telecommunications device, more preferably a cellular phone or pager. Preferably, the communicator communicates with the second communications device using spread spectrum radiofrequency signals. A suitable spread spectrum protocol is the Bluetooth (trade mark) standard which employs rapid (e.g. 1600 times a second) hopping between plural frequencies (e.g. 79 different frequencies). The protocol may further employ multiple sending of data bits (e.g. sending in triplicate) to reduce interference. The electronic data interchange system may comprise any suitable electronic or computer-based system which enables receipt and transmission of information. The electronic data interchange system enables a number of steps, which are initiated and/or authorised by the consumer.

Suitably, the electronic data interchange system forms a hub on a network computer system. The hub may be located on a single server or may be located on multiple servers appropriately linked. The hub is typically located at, and under the control of a network services provider such as a network manager or an Internet Service Provider. It is an advantage of the system herein, that the system may be located geographically distant from the consumer and the product brand owner.

Suitably, the hub is a specific network address in a network computer system. The specific network address may be selected from the group consisting of a web-site address, an e-mail address and a file transfer protocol address. Preferably, the hub is a web-site address on the network computer system.

In one aspect, the network computer system comprises a public access network computer system. The internet is one suitable example of a public access network computer system, wherein the entrypoint can be any suitable entrypoint thereto including gateways managed by an Internet service provider. The public access network computer system may also form part of a telecommunications system (digital or analogue), which may itself be either a traditional copper wire system, a cellular system or an optical network. The entry point may in embodiment also be via a TV, cable TV, web TV or homeview portal access point.

In another aspect, the network computer system comprises a private access network computer system and the entrypoint is a secure gateway. The private access network system may for example, comprise an intranet or extranet which may for example, be maintained by an information service provider. The secure gateway may for example include password protection; a firewall; and suitable encryption means.

Preferably, user access to the electronic system is by way of a secure access gateway having password protection.

User access to the electronic system is via any suitable device such as a personal computer or hand-held computing device with suitable telecommunications capability to enable communication with the electronic system. Suitably, the device additionally comprises a data input system for user input pf data to the electronic data manager. More preferably, the data input system comprises a man machine interface (MMI) preferably selected from a keypad, voice recognition interface or graphical user interface (GUI).

Suitably, the device additionally comprises a display for display of data from the electronic data manager to the user. The display may for example, comprise a screen such as an LED or LCD screen.

Suitably, any data is communicable in encrypted form. All suitable methods of encryption or partial encryption are envisaged. Password protection may also be employed.

The system enables the receipt of identity data relevant to the product identifier and matching of the identity data to the product. In one aspect the data may be received as a result of consumer-authorised input of the data (e.g. as a result of a data entry step via an MMI). In another aspect, the system enables reading of the product identifier via the use of a suitable electronic reader device. Embodiments are envisaged in which the product identifier is readable by an infra-red or radiofrequency reader such that the amount of data input required by the user is minimised.

In one aspect herein, a system is envisaged in which the consumer interacts with the tagged product prior to the point of sale (e.g. in the supermarket aisle). In one example, the consumer has a communications-enabled handheld electronic device (e.g. a mobile phone or PDA) which includes a reader such as an infrared reader and the tagged product has an identifier thereon which includes a web-site address. In use, the reader reads that identifier and the electronic device automatically dials into the relevant web-site address. The consumer may then receive information by way of display of the web-site on a display of the handheld electronic device prior to purchase of the tagged product. A 'pre- sell' information link is thereby enabled. Where the dialled into site is the electronic data interchange system to which ^"the consumer has already given permission to receive marketing information, the 'pre-sell' process may also include the sending of specific marketing information to the consumer by way of the handheld electronic device.

The system enables the receipt of address data relevant to an address of the consumer. The address may be a physical address (e.g home or business address), an electronic address or indeed, any suitable address information. In one aspect, the address is an online address which may comprise a web-site address provided by the manager of the electronic data interchange as a personal web-site address for the consumer. The personal web-site address may however, be accessed via a general web-site (e.g. home page) interface under the control of the manager of the electronic data interchange.

The system enables the requesting of the permission of the consumer to send marketing information relevant to the identified product to the designated address of the consumer. The consumer is thereby given the power to authorise the receipt of only the information they are really interested in and to receive it at an address which they designate. In embodiments, the consumer can provide permission to receive only certain kinds of information (e.g. receipt of special offer information may be authorised, but general marketing information not authorised).

The system also i enables the sending of the identified product marketing information to the designated address of the consumer. The system may actually implement the sending step (e.g. if it comprises sending of information electronically) or it may simply authorise the sending of the information (e.g. via a traditional mail system).

Suitably, the system additionally comprises payment means for enabling payment to the consumer of reward payments (e.g. as a reward for giving permission to take receipt of the product marketing information). The payment means typically comprises any suitable secure payment protocol.

Suitably, the system additionally comprises monitoring means for monitoring the level of user activity of the system. Thus, statistics such as the number of visits to a web-site, or the average time spent by a user thereon, or the average user spend may be monitored. The system may be configured such that each user is assigned a unique user password and profile to enable the activity of each user to be monitored separately. The user profile may also be configured to allow differential pricing to be offered to preferred users. Thus, password control enables "statistics to be developed for individual user profiles including the capability to differentially target each particular user.

According to a further aspect of the present invention there is provided a computer program product for use with a digital computer comprising software code portions for performing, or requesting user input enabling the performing, of the software implementable steps of the method described above, when said program is run on said digital computer. According to a further aspect of the present invention there is provided a digital computer system enabling the seeking of the permission of a consumer to receive product marketing information for an identified product comprising

a digital computer system; and

executable on said digital computer system, a computer program product as described above.

Suitably, the digital computer system additionally comprises a display for displaying output to a user.

Embodiments of the present invention will now be described with reference to the accompanying drawings in which:

Figure 1. is a representation of a tagged product in accord with the present invention;

Figures 2a, 2b and 2c. are representations of suitable tags for use in accord with the present invention;

Figure 3 is a representation of a first system aspect of the present invention;

Figure 4 is a flow-diagram representation of part of a method aspect of the present invention;

Figure 5 is a flow-diagram representation of a second part of a method aspect of the present invention; and

Figure 6 is a representation of a second system aspect of the present invention. In each of the following drawings the principles of the present invention will be illustrated for a system enabling a consumer to provide permission to receive marketing information about a branded consumer drinks product. In the illustrations of Figures 3 to 5 the manager of the electronic data interchange system is typically the brand owner.

Figure 1 illustrates a conventional drinks container 1 of a type well-known for use in soft drinks packaging. The container is provided with a tag 4 in the form of a protective seal surrounding the pull-tab 2 of the container and also the area of the container 1 most likely to come into contact with a consumer's lips when drinking therefrom. The protective seal 4 is provided with a forward tab element 5 which is easy to lift and pull away from the container 1. In this example, the visible part of the forward tab element 5 has been printed with advertising or promotional information for the consumer to read.

Figures 2a, 2b and 2c show underside views of variations of tags 104 suitable for use in accord with the invention (e.g. as the tag 4 of Figure 1). Each tag has a product identifier coded thereon. In Figure 2a the product identifier is in the form of an alphanumeric code 106 printed on the tag. In Figure 2b the product identifier is in the form of a bar-code 107. In Figure 2c the product identifier is in the form of an RFID tag comprising a memory chip 109 which is capable of storing, transmitting and receiving information and an antenna 108 which is coiled. The antenna 108 is responsive to radiofrequency energy over a wide bandwidth, ranging from 100 KHz to 2.4 GHz. Data in digital form may therefore be stored in the memory 109 and transferred thereto and therefrom by radiofrequency interrogation of the tag.

In the system shown in Figure 3, there is provided an electronic data interchange system comprising a portal access system 210 and in communication therewith a tagging control and feedback system 212. The portal access system 210 is typically located at a web-site address (e.g. hosted by an Internet Service Provider) which enables consumer 214 access thereto. The tagging control and access system 212 is typically not accessible by the general public, but is under the control of (the system of) a product brand owner 216. The tagging control and feedback system 212 is accessed in the tagging of a defined product 201. In a typical operation, a product 201 is selected (e.g. by the retailer in a supermarket) and product details input into the control system 212. The control system 212 assigns a product identifier 206, which is itself set as a result of data provided by the product brand owner 216. A tag 204 is then prepared having the product identifier 206 printed (otherwise marked) thereon, and the tag is associated with the product.

The consumer 214 purchases the product 201 and interacts with the portal access system 210 to input product identifier 206 data from the tag 204. Access to the portal access system 210 is typically password-protected, optionally with different levels of access granted to different users.

More detail of the tagging and purchasing process is illustrated in Figure 4. This process can in embodiments happen at time of product manufacture; on distribution; or immediately prior to offer for sale of the product in a retailing environment. In a first step, a product is selected 320 for tagging. A tag is then selected 322 and a product identifier applied thereto 324. The product is associated with the tag 326 (e.g. by applying the tag as a label to the product). The tagged product is then offered for sale 328 followed by purchase by a consumer 330. After purchase, the consumer may, in alternative embodiments, separate the tag from the product (e.g. by placing the tag in a purse or wallet) or leave the tag in association with the product until after the product has been consumed. In either case, the tag retains an information 'link' with the product by reason of the product identifier. Figure 5 illustrates the interaction of a consumer with an electronic data interchange system (e.g. with the portal access system 210 of Figure 3). Typically, the system will be accessed through an electronic device of the consumer such as a personal computer; personal data assistant or mobile phone. Internet-enabled access is most typical. The consumer inputs product identifier data 432 to the system, which matches that identifier data 434 to a particular product type. The consumer then inputs personal address data 436 to the system (or such data is called up from a previous visit). The system sends a request for the consumer to permit the sending of marketing information relating to the identified product to the customer address 438. If such permission 440 is given, product marketing information is sent to the consumer 441. If permission is not given 442, then no marketing information is sent.

It may be appreciated that the process of Figure 5 may be modified in a number of ways. In one example, multiple sets of identifier data may be input before a request for permission is made. In another example, blanket permission has previously been given to receive marketing information for a defined product type and no subsequent permission is requested in relation to that product type before marketing information is released. The term marketing information is used generally and may comprise e.g. information; discount vouchers; reward points; invitations to events or auction tokens.

In the system of Figure 6, which is a development of the system of Figure 3, there is provided an electronic data interchange 511 system comprising a portal access system 510 and in communication therewith a control and feedback system 512. The overall system 511 is managed by a systems manager, which grants selective access thereto to multiple product brand owners 516a-c, generally on a subscription basis. Each product brand owner 516a-c is granted use of the system only insomuch as it relates to their own product brands. Thus, product brand owner 1 may use the system to enable the tagging of their products with defined product identifiers, and additionally make use of the permission-marketing aspect of the system as it relates to their own products. The consumer may however, choose to access the system 514 in relation to multiple brands, assuming that they have purchased the requisite products tagged with the necessary product identifiers.

In general, in the system of Figure 6, no data flows between the individual product brand owners 516a-c that subscribe to the system 511 , and commercial confidentiality is therefore maintained. But, the system may also be configured to enable such data flow e.g. between brand owners that are choosing to coordinate marketing efforts or to share market understanding. The system may also be configured to enable the systems manager to build up a database relating to each individual consumer's loyalty to multiple product types, and in turn to build up a database of all consumers who use the system. Blinded versions of such databases may be made available by the systems manager on commercial terms. Indeed, participation in the overall system may be made contingent on the systems manager having the right to deal commercially with such information, although permission of any brand owner subscriber or consumer participant might also be required.

Claims

CLAIMS:

1. An electronic system for seeking the permission of a consumer to receive product marketing information for an identified product comprising

matching means for matching said identity data to said product;

second data receiving means for receiving address data relevant to an address of a consumer;

2. A system according to claim 1 , wherein the electronic system forms a hub on a network computer system.

3. A system according to either of claims 1 or 2, wherein the network computer system comprises a public access network computer system.

4. A system according to either of claims 1 or 2, wherein the network computer system comprises a private access network computer system.

5. A system according to any of claims 1 to 4, wherein user access to the network computer system is by way of a secure access gateway having password protection.

6. A system according to any of claims 1 to 5, additionally comprising payment means for enabling payment to the user of monetary rewards.

7. A system according to any of claims 1 to 6, additionally comprising monitoring means for monitoring the level of consumer activity of the system.

8. A method for seeking the permission of a consumer to receive product marketing information for an identified product comprising

selecting a product;

offering the tagged product for sale to said consumer;

providing to the consumer an electronic data interchange system capable of:

(a) receiving identity data relevant to said product identifier;

(b) matching said identity data to the product;

(c) receiving address data relevant to an address of the consumer;

9. A method according to claim 8, wherein the tag is on a carrier and the carrier is physically mounted to the product.

10. A computer program product for use with a digital computer comprising software code portions for performing, or requesting user input enabling the performing, of the steps (a) to (e) of either of claims 8 or 9, when said program is run on said digital computer.

11. A digital computer system enabling a user to place a purchase order for matched products from plural supplier databases comprising

a digital computer system; and

executable on said digital computer system, a computer program product according to claim 10.

12. A digital computer system according to claim 11 additionally comprising a display for displaying output to a user.