WO2004097690A1

WO2004097690A1 - Interactive marketing system

Info

Publication number: WO2004097690A1
Application number: PCT/AU2004/000568
Authority: WO
Inventors: Peter Vok; George Vok
Original assignee: At Group International Limited
Priority date: 2003-04-30
Filing date: 2004-04-30
Publication date: 2004-11-11

Abstract

An interactive marketing method comprising the steps of electronically collecting sale or product movement data (20) relating respectively to a sale, or movement of a product item or purchaser; processing sale data in real time or processing the movement data in real or delayed time and communicating information to influence sales or obtain information relating to a sale or said movement. A corresponding system comprises electronic sale data collecting means (22) for collecting the sale data; (19) sale data processing means (36,56) for processing the sale data in real time and information communication means (26) for communicating information to influence sales or obtain information relating to a sale. An alternate system comprises movement detecting means (24) for detecting said movement and thereby collecting movement data (20) movement processing means (36,56) for processing the said movement data and customer, client, patient or purchaser information communication means (26) for communicating information to influence sales or obtain information relating to said movement.

Description

Interactive Marketing System

FIELD OF THE INVENTION

The present indention relates broadly to an interactive marketing method an system. The present invention relates particularly to, although is not limited to, interactive product and service marketing methods and systems involving corresponding respective customers and clients or patients.

BACKGROUND OF THE INVENTION

Marketing is a significant component of most businesses. Marketing involves raising awareness in the business community of the products or services provided by a particular business and the benefits associated with purchasing products or services provided by that business. Marketing also involves increasing abusiness's understanding of the needs or desires of the co munity it is servicing and how well the business meets those needs or desires.

In order to fulfil each of these two main marketing functions, businesses typically collect a large amount of data relating to their products and services and the perceived current and potential needs or desires of the community they service, and often spend A significant amount on advertising and promotion. The data is typically analysed to develop and implement marketing related'responses,

Any interaction is typically quite limited. For example, marketing related surveys produced by or on behalf of a particular business are usually directed to current or potential customers or clients and usually only allow a one-off response from those customers or clients. This is because it is typically too expensive for the business and too time consuming for both the business and customers or clients to conduct surveys on a continuing basis.

SUMMARY OF THE INVENTION

In a first aspect, the present invention provides an interactive marketing method comprising the steps of:

(a) electronically collecting sale data relating to a sale;

(b) processing sale data in real time; and

(c) communicating information to influence sales or obtain information relating to a sale.

Steps (a), (b) and (c) are typically carried out sequentially. In one preferred form of the first aspect of the present invention, steps (b) and <c) relate to sale data collected via step (a) and the communicated information of Step (c) is based on or derived from this sale data.

However, steps (a), (b) and (c) may occur inany order. For example, step (c) may precede step (a). Step (b) may also precede step (a) if it relates to previously collected sales data and step (a) relates to a sale that occurred in response to sales influencing communicated information of step (c).

Steps (a)-(c) are preferably repeated for a plurality of sales that occur during a predetermined period of time at at least one sale site. A sale site may comprise any product or service outlet which may for example provide the following: clothing, sporting, homewares and perishable products; health and professional services; and bars, restaurants and other hospitality related products and services. A product outlet typically comprises, for example, a shop or vending machine while a service outlet may, for example, comprise a doctor's surgery or professional services offices.

Step (a) typically comprises collecting sale data from a plurality of sale sites. The sale data may be collected from similar sale sites that provide a similar range of products or services. However, the sale data may also be collected from dissimilar sale sites.

Step (a) preferably also comprises the step of storing the sale data. The sale data may be stored on premise where the sale occurred. However, the sale data is preferably alternatively or additionally stored at a remote storage site which is remote of the premise. In situations where the sale data is collected from a plurality of sale sites, the sale data is preferably stored centrally along with sale data relating to sales that occur at other premises. Suitably, step (a) comprises collecting product or service specific sale data. The product or service specific data may for example define the product item or service relating to a specific sale. Alternatively, it may define one or more features only of a product or service relating to a specific sale. For example,, the product or service specific data may comprise information relating to one or more of the following features: brand; supplier? quantity; product or service category, for example, alcoholic beverage; or product or service definition. The product or service specific data may also define characteristics related to the sale. For example, it may define characteristics of customers, clients or patients who are involved in the sale. For ease of future reference, sale data corresponding to a specific sale is referred to as a sale data record. Each Sale data record comprises sale data elements, each of which represent a product or service feature or customer or client characteristic.

Step (b) of the first aspect of the present invention may comprise the step of processing the sales data centrally.

Step (b) may comprise the step of analysing the sale data. The analysing step may comprise the step of comparing the sale data with predetermined sale data reference values. Each predetermined sale data reference value preferably comprises one or more sale data reference elements. The step of comparing a sale data record with predetermined sale data reference values may comprise the steps of:

(i) searching the predetermined reference values to identify like predetermined reference values having the same type of sales data reference elements as one or more sale data elements of the sale data record; and

(ii) comparing a sale data element of the sale data record with corresponding sale data reference elements-

Step ( ) preferably also comprises the step of determining, on the basis of said comparison, whether to communicate information to: influence future sales; or obtain information relating to the sale. Step (b) preferably further comprises the step of deteπnining details of said communicated information including content and the communication medium via which the information is communicated. The steps of determining the purpose, content and medium of the communicated information may be predetermined. For example, the outcome of these steps may be automatically determined on the basis of the value of one or more sale data elements. Alternatively, the outcome of these steps may be automatically determined on the basis of the comparison of the value of one or more sale data elements with one or more corresponding sale data reference elements. The communicated information may be selected from a pool of, predetermined information,

Step (c) of communicating information may comprise the steps of:

(iii) communicating information to influence future sales; or

(iv) communicating information relating to the sale, or communicating information to request information relating to the sale-

The step of communicating information may comprise both steps (iiii) and (iv).

The step of communicating information relating to the sale may comprise die step of communicating information to request information relating to the sale. The sale related communicated information may simply request a customer, client or patient response. For example, it may provide the customer, client or patient with an opportunity to alter, replace, or supplement the product or service which is the subject of the sale. The sale related communicated information may also request customer, client or patient information which defines customer, client or patient characteristics.

The sale related communicated information may also offer a special or limited offer. Additionally or alternatively, the sale related communicated information may offer entry to a competition. The customer, client or patient information may be requested in return for the special or limited offer, or entry to a competition.

Step (c) may be carried out in real time. However, for responses that do not involve said sale related characteristics, step (c) is typically carried out in predetermined intervals of time which may, for example, be hourly, daily or weekly.

Step (c) preferably comprises visual or oral information, or both visual and oral information. The communicated information may be communicated by a person or via audio or visual devices and equipment or both audio and visual devices and equipment. For example, the information may be communicated via one or more of the following: a monitor; a speaker; a sign; a poster; and a billboard. The method of the first aspect of the present invention may further comprise the step of accordingly updating inventory or service pecific data. The step of updating inventory or service specific data may comprise the step of processing on-premise mventory or service specific data to reflect said sale.

In addition to, or in place of, the step of updating inventory or service specific data, the method of the first aspect of the present invention may further comprise the step of updating product supplier data to reflect the sale of products provided by the supplier. The method of the first aspect of the present invention may also comprise the step of updating service support provider data, for example, data indicating demand for education or training ^• providers responsible for educating and training personnel of service outlets.

The step of updating product supplier or service support provider data may comprise the steps of:

(i) processing the sale data to group it into product supplier or service support provider information bundles corresponding respectively to products of specific suppliers or services of specific service support providers; and

(ii) communicating the product supplier or service support provider information bundles to corresponding product suppliers or service support providers.

In a second aspect the present invention provides an interactive marketing system comprising:

(i) electronic sale data collecting means for electronically collecting sale data relating to a sale;

(ii) sale data processing means for processing sale data in real time; and

(ifi) information communication means for communicating information to influence sales or obtain information relating to a sale; wherein said collecting means, processing means and communication means are arranged to communicate information between each other for interactive marketing. The electronic sale data collecting means may be arranged for communication with the processing means or the information communication means or both the processing means and the information communication means. Similarly, the processing means ma be arranged for communication with either or both the collecting means and the information communication means. The information communication means may also be arranged for communication with either or both said collecting means and said processing means. The electronic sale data collecting means, said processing means and said communication means may be arranged for communication in accordance with the interactive marketing method of the first aspect of the present invention.

The electronic sale data collecting means is preferably arranged to communicate with sale data storage means for storing sale data. The electronic sale data collecting means may be arranged to communicate with an on premise sale data storage means for storage on premise where the sale occurred at the product or service outlet. However, the sale data collecting means is preferably alternatively or additionally arranged to communicate with remote storage means which is remote of the premise. In situations where the sale data is collected from a plurality of sale sites, the sale data collecting means is preferably arranged to communicate with a central sale data storage means which is arranged to store sale data relating to sales that occur at a plurality of premises.

Alternatively or additionally, the electronic sale data collecting means may comprise sale data storage means. The sale data storage means may comprise sale data computing means.

Suitably, the electronic sale data collecting means is arranged to collect product or service specific data. The product or service specific data may for example define the product item or service relating to a specific sale. Alternatively, it may define one or more features only of a product ite or service relating to a specific sale. For example, the product or service specific data may comprise information relating to one or more of the following features: brand; supplier; quantity; product or service category, for example, alcoholic beverage; or product or service definition. The product or service specific data may also define characteristics related to the sale. For example, it may define characteristics of customers, clients or patients who are involved in the sale.

The sale data collecting means may be arranged to communicate the on-premise stored data to a centralised processing centre. The sale data processing means is preferably a sale data processor. The sale data processing means may be arranged to analyse the sale data. The sale data processing means may be arranged to compart: the sale data records with predetermined sale data reference values, each predetermined sale data reference value preferably comprising one or more sale data reference elements. The sale data processing means may be arranged to compare a sale data record with predetermined sale data reference values by:

(ii) comparing a sale data element of the sale data record with corresponding sale data reference elements.

The sale data processing means is preferably further arranged to determine, on the basis of said comparison, whether to communicate information to: influence future sales; or obtain information relating to the sale. The sale data processing means is preferably further arranged to determine details of said communicated information including content and the communication medium via which the information is communicated. The sale data processing means may be arranged to communicate predetermined information. For example, the communicated information may be automatically determined by the sale data processing means on the basis of the value of one or more sale data elements. The communicated information may also be automatically determined on the basis of the comparison of the value of one or more sale data elements with one or more corresponding sale data reference elements. The sale data processing means may be arranged to select said communicated information from a pool of predetermined information.

The information communication means is preferably arranged to:

(iϋ) communicate information to influence future sales; or

(iv) communicate information relating to the sale or communicate information to request information relating to the sale.

The information communication means may be arranged to carry out both steps (iii) and (iv). The information communication means may be arranged to request information relating to the sale in order to instigate communication of in ormation relating to the sale. The information communication means maybe arranged to simply request a customer, client or patient response. For example, it may provide the customer, client or patient with an opportunity to alter, replace, or supplement the product or sendee which is the subject of the sale. It may also request customer, client or patient rnformation which defines customer, client or patient characteristics.

The information communication means may also be arranged to offer a special or limited offer. Additionally or alternatively, i may offer entry to a competition. The information communication means may also be arranged to request customer, client or patient information in return for the special or limited offer, or entry to a competition.

The information communication means may be arranged to communicate information in real time. However, for responses that do not involve said sale related characteristics the information communication means is typically arranged to communicate said information in predetermined intervals of time which may, for example, be hourly, daily or weekly.

Suitably, the information communication means is arranged to communicate visual or oral information, or both visual and oral information. The information communication means information may comprise a person or audio or visual devices and equipment or both audio and visual devices and equipment. For example, the information communication means may comprise one or more of the following: a monitor; a speaker; a sign; a poster; and a billboard.

The interactive marketing system may further comprise inventory or service specific data updating means for accordingly updating inventory or service specific data. The inventory or service specific data updating means may be arranged to process on-premise inventory or service specific data to reflect said sale.

Alternatively, or additionally, the interactive marketing system may comprise product supplier or service support provider updating means for updating product supplier or service support provider data as defined in relation to the first aspect of the present invention to reflect the sale of a product provided by the supplier or a service supported by the service support provider. The inventory or service specific data updating means and product supplier or service support provider updating means preferably comprise a common processor.

The product supplier or service support provider updating means is preferably arranged to:

(i) process the sale data to group it into product supplier or service support provider information bundles corresponding respectively to products of specific suppliers or services of specific service support providers; and

(ii) communicate the product supplier or service support provider information bundles to corresponding product suppliers or service support providers.

The inventory or service specific data updating means and product supplier or service support provider updating means may be arranged to update inventory or service specific data and supplier or service support provider data in real time. However, the inventory or service specific data updating means and product supplier or service support provider updating means are typically arranged to update this data in predetermined intervals of time which may, for example, be hourly, daily or weekly.

In a third aspect, the present invention provides an interactive marketing method comprising the steps of:

(a) electronically collecting movement data relating to movement of a product item or purchaser at a product or service offering location;

(b) processing the movement data; and .

(c) communicating information to influence sales or the provision of a service or obtain information relating to said movement.

In a preferred embodiment of the invention, steps (a), (b) and (c) of the third aspect of the present invention are carried out sequentially in the order listed. However, step (c) may precede step (a) in which case the communicated information of step (c) is not based on or derived from the movement data. In an embodiment where step (c) precedes step (a) the movement data may be an indicator of the effect of said communicated information. Step (a) of electronically collecting movement data is preferably arranged to capture movement data that indicates whether the product item or purchaser is present at the product offering location. The product movement data therefore preferably indicates, when averaged over a predetermined period of time, whether the product item or service has been sold.

Steps (a)-(c) of the third aspect of the present invention are preferably repeated or a plurality of product items or purchasers during a predetermined period of time. Step (a) of the third aspect of the present invention may comprise collecting movement data from at least one product and service outlet. However, step (a) typically comprises collecting movement data from a plurality of product or service outlets. The movement data may be collected from similar outlets that provide a similar range of products or services. However, the movement data may also be collected from dissimilar outlets.

Step (a) of the third aspect of the present invention preferably also comprises the step of storing the movement data, The movement data may be stored on premise where the movement occurred. However, the movement data is preferably alternatively or additionally stored at a remote storage site which is remote of the premise. In situations where the movement data is collected from a plurality of product outlets, the movement data is preferably stored centrally along with movement data relating to movement that occurred at other premises,

Suitably, step (a) of the third aspect of the present invention comprises collecting product or purchaser specific movement data. The product or purchaser specific data may for example define one or more features of a product item or purchaser. For example, the product or purchaser specific data may comprise information relating to one or more of the following product item features: brand; supplier; quantity; product category, for example, alcoholic beverage; or product definition. The product or purchaser specific data may also define characteristics related to the product item or purchaser movement For example, it may define characteristics of customers or purchasers who are involved in the product movement, or clients, patients or purchasers of the service

For ease of future reference, movement data corresponding to a single specific product item or purchaser is referred to as a movement data record. Each movement data record comprises movement data elements, each of which represent a product or service feature or purchaser, customer, client or patient characteristic. Step (b) of the third aspect of the present invention may comprise the step of processing the movement data centrally.

Step (b) of the third aspect of the present invention may comprise the step of analysing the movement data. The analysing step may comprise the step of comparing the movement data with predetermined movement data reference values. Each predetermined movement data reference value preferably comprises one or more movement data reference elements. The step of comparing a movement data record with predetermined movement data reference values may comprise the steps of:

(i) searching the predetermined reference values to identify like predetermined reference values having the same type of movement data reference elements as one or more movement data elements of the movement data record; and

(ii) comparing a movement data element of the movement data record with corresponding movement data reference elements.

Step (b) of the third aspect of the present invention preferably also comprises the step of deterrx-ining, on the basis of said comparison, whether to communicate information to: influence product item or purchaser movement; or obtain information relating to the product item or purchaser movement. Step (b) preferably further comprises the step of determining details of said communicated information including content and the communication medium via which the information is communicated. The steps of determining the purpose, content and medium of the communicated information may be predetermined. For example, the outcome of these stops may be automatically determined on the basis of the value of one or more movement data elements. Alternatively, the outcome of these steps may be automatically determined on the basis of the comparison of the value of one or more movement data elements with one or more corresponding movement data reference elements. The communicated information may be selected from a pool of predetermined information.

Step (c) of the third aspect of the present invention of communicating information may comprise the steps of:

(ϋi) communicating information to influence product item or purchaser movement; or (iv) communicating information relating to the product item Or purchaser movement, or communicating information to request information relating to the product item or purchaser movement.

The step o£ communicating information may comprise both steps (iii) and (iv).

The step of communicating information relating to the product item or purchaser movement preferably comprises the step of communicating information to request information relating to the product item or purchaser movement. The product item or purchaser movement related communicated information may simply request a customer ,• client, patient or purchaser response. For example, it may provide the customer, client, patient or purchaser with an opportunity to alter, replace, or supplement the product item or service which is the subject of the product item or purchaser movement The product item or purchaser movement related communicated information may also request customer, client, patient or purchaser information which defines Customer, client patient or purchaser characteristics.

The product item or purchaser movement related communicated information may also offer a special or limited offer. Additionally or alternatively, the product item or purchaser movement related communicated information may offer entry to a competition. The customer, client, patient or purchaser information may be requested in return for the special or limited offer, or entry to a competition.

Step (c) of the third aspect of the present invention may be carried out in real time. However, for responses that do not involve said product item or purchaser movement related characteristics, step (c) is typically carried out in predetermined intervals of time which may, for example, be hourly, daily or weekly.

Step (c) of the third aspect of the present invention preferably comprises visual or oral information, or both visual and oral information. The communicated information may be communicated by a person or via audio or visual devices and equipment or both audio, and visual devices and equipment. For example, the information may be communicated via one or more of the following: a monitor; a speaker; a sign; a poster; and a billboard.

The method of the third aspect of the present invention may further comprise the step of accordingly updating inventory or service specific data. The step of updating inventory or service specific data may comprise the step of processing on-premise inventory data or service specific data to reflect said product item or purchaser movement. In addition to, or in place of, the step of updating inventory or service specific data, the method of the third aspect of the present invention may further comprise the step of updating product supplier data to reflect the movement of products provided by the supplier. The method of the third aspect of the present invention may also comprise the step of updating sendee support provider data, for example, data indicating demand for education or training providers responsible for educating and training personnel of service outlets.

The step of updating product supplier or service support provider data may co prise the steps of:

(i) processing the movement data to group it into supplier or service support provider information bundles corresponding to products of specific suppliers or services of specific service support providers; and

(ii) communicating the product supplier or service support provider information bundles to corresponding product suppliers or service support provider.

The steps of updating inventory and service specific data or product supplier or service support provider may be carried out in real time. However, these steps are typically carried out in predetermined intervals of time which may, for example, be hourly, daily or weekly.

In a fourth aspect the present information provides an interactive marketing system comprising:

(i) movement detecting means for detecting movement of a product item or purchaser at a product or service offering location and thereby collecting movement data concerning the movement of the product or purchaser;

(ii) movement processing means arranged for communication with the movement detecting means and processing the movement data; and

(iii) customer, client, patient or purchaser information communication means arranged for communicating information to influence sales or the provision of services, or obtain information relating to said movement; wherein said information communication means is arranged for communication with said processing means or said movement detecting means or both said processing means and said movement detecting means.

^■ Suitably, the product or service offering location of the fourth aspects of the present invention is as defined in relation to the third aspect of the present invention. The product or service outlet of the third and fourth aspects of the present invention are preferably as defined in relation to the first and second aspects of the present invention.

The movement detecting means,, said movement processing means and said customer information communication means may be arranged for communication in accordance with the interactive marketing method of the third aspect of the present invention.

The movement detecting means may, for example, comprise Radio Frequency Identification (RFID), barcode, infrared or photoimaging technology. Alternatively or additionally, the movement detecting means may comprise a product or service offering holder which is arranged to hold a predetermined number of product items r Service offering information. The movement detecting means may be arranged to detect the presence of a product item or purchaser either by detecting their presence or absence. The movement detecting means may also comprise a product item or purchaser sensor. The movement detecting means may therefore, for example, comprise RFID, barcode, infrared or photo imaging technology which is activated by movement of a product item or purchaser relative to the product item or purchaser sensor. The movement detecting means is preferably arranged to capture movement data that indicates whether the product item or purchaser is present at the product or service offering location.

The interactive marketing system of the fourth aspect of the present invention may be an interactive marketing apparatus wherein items (i), (ii), and(iϋ) may be components of an apparatus. However, items (i), (ii) and (iii) are preferably separated from each other but arranged for operative communication with other items of the system.

The movement detecting means is preferably arranged to communicate with movement storage means for storing movement data. The movement detecting means may be arranged to communicate with on premise movement storage means for storage on premise where the product item or service is offered for sale. However, the movement detecting means is preferably alternatively or additionally arranged to communicate with remote movement Storage means which is remote of the premise. In situations where the movement data is collected from a plurality of sale sites, the movement detecting means is preferably arranged to communicate with central movement storage means that stores movement data relating to a plurality of premises.

Alternatively or additionally, the movement detecting means may comprise movement storage means.

Suitably, the movement detecting means is arranged to collect product or purchaser specific movement data. The product or purchaser specific movement data may for example define one or more features of a product item or purchaser. For example, the product or purchaser movement data may comprise information relating to one or more of the following product item features: brand; supplier; quantity; product category, for example, alcoholic beverage; or product definition. The product or purchaser specific data may also define characteristics related to the product item or clients, patients or purchasers movement For example, it may define characteristics of customers or purchaser who move the product item or clients, patients or purchasers of the service.

The movement processing means is preferably a movement processor. Suitably, the movement detecting means is arranged to communicate the movement data to a remote movement processor which is remote of the premise. The movement detecting means may be arranged to communicate the movement data to a centralised movement processor which is arranged to process movement data relating to a plurality of premises.

The movement processor may be arranged jto analyse the movement data. The movement processor may be arranged to compare the movement data with predetermined movement data reference values. The movement processor may be arranged to compare a movement data record with predetermined movement data reference values by:

(ii) comparing a movement data element of the movement data record . with corresponding movement data reference elements. The movement processor is preferably also arranged to determine, on the basis of said comparison, whether to communicate information to: influence future sales; or obtain information relating to movement The movement processor is preferably further arranged to determine details of said communicated information including content and the communication medium via which the information is communicated. The processor may bs arranged to predetermine the purpose, content and medium of the communicated information. For example, the communicated information may be automatically determined by the movement processor on the basis of the value of one or more movement data elements. The communicated information may also be automatically determined on the basis of the comparison of the value of one or more movement data elements with one or more corresponding movement data reference elements. The movement processor may be arranged to select said communicated information from a pool of predetermined information.

The customer information communication means is preferably arranged to:

(i) communicate information to influence product item or purchaser movement; or

(ii) communicate information relating to the movement, or communicate information to request information relating to the movement.

The customer information communication means may be arranged to carry out both steps (i) and (ii).

The customer information communication means may be arranged to request information relating to the product item or purchaser movement. The customer information communication means ma be arranged to simply request customer, client, patient or purchaser response. For example, it may provide the customer, client, patient or purchaser with an opportunity to alter, replace, or supplement the product item or service which is'the subject of the product item or service movemen It may also request customer, client, patient or purchaser information which defines customer, client, patient or purchaser characteristics.

The customer, client, patient or purchaser information communication means may also be arranged to offer a special or limited offer. Additionally or alternatively, it may offer entry to a competition. The customer, client, patient or purchaser information communication means may also be arranged to request customer information in return for the special or limited offer, or entry to a competition.

The customer, client, patient or purchaser information communication means may be arranged to comrmmfcate information in real time. However, for responses that do not involve said product item or purchaser movement related characteristics, the customer, client patient or purchaser information communication means is typically arranged to communicate said information in predetermined intervals of time which may, for example, be hourly, daily or weekly.

Suitably, the customer, client, patient or purchaser information communication means is arranged to communicate visual or oral information, or both visual and oral information. The customer, client, patient, or purchaser information communication means may comprise a person or audio or visual devices and equipment or both audio and visual devices and equipment. For .example, the customer, client, patient or purchaser information communication means may comprise one or more of the following; a monitor; a speaker; a sign; a poster; and a billboard.

The interactive marketing apparatus or system of the fourth aspect of the present invention may further comprise inventory or service specific data updating means for accordingly updating inventory or service specific data. The inventory or service specific data updating means may be arranged to process on-premise inventory or service specific data to reflect said product item or purchaser movement.

Alternatively, or additionally, the interactive marketing apparatus or system of the fourth aspect of the present system may comprise product supplier updating means f r updating supplier data to reflect the sale of products provided by the supplier. The interactive marketing system of the fourth aspect of the present invention may also comprise service support provider updating means for updating service support provider data.

The inventory data updating means, product supplier updating means and service support provider updating means preferably comprise a common processor.

The supplier or service support provider updating means is preferably arranged to:

(i) process the product item or purchaser movement or service support provider data to group it into supplier and service support provider information bundles corresponding to products of specific suppliers or services of specific support providers; and

(ii) communicate the product supplier or service support provider information bundles to corresponding suppliers or eervice support providers.

The inventory data updating means, service specific updating means or product supplier or service support provider updating means may be arranged to update inventory, service specific, product supplier and service support provider data in real time. However, they are typically arranged to update data in predetermined intervals of time which may, for example, be hourly, daily or weekly.

BRIEF DESCRIPTION OF THE FIGURES

A preferred embodiment of the present invention will now be described, by way of example only, with reference to the following figures in which:

Figure 1 shows the collection, storage, processing and flow of information for one preferred form of the interactive marketing method and system of the present invention;

Figure 2 shows a typical current example of information flow between a product or service provider and a supplier of the product or supporter of the service; and

Figure 3 shows an example of improved information flow between the product or service provider and the corresponding product supplier or service support provider represented in Figure 2 usin the marketing method and system of Figure 1.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT

Referring to Figure 1, one preferred form of the interactive marketing system of the present invention includes a product or service outlet 10 and a product supplier 12 or service support provider 14. The product or service outlet 10 represents for example a clothing shop, grocery store, doctor's surgery, professional services offices, a restaurant, bar or hotel, or a vending machine. The product or service outlet 10 is provided with products by the product supplier 12. Services provided by the product or service outlet 10 are supported by the service support provider 14. The service support provider 14 includes, for example, education or training providers responsible for educating and training personnel providing services via the product or service outlet 10.

The product or service outlet 10 includes product outlets which provide products as supplied by a corresponding product supplier 12. However, the product or service outlet 10 also includes product outlets which add value to products supplied by corresponding product suppliers 12. For example,, product outlets of the product or service outlet 10 include bars which source bulk liquor from liquor suppliers 12 and dispense the bulk liquor according to customer orders. The product or service outlet 10 also includes restaurants which source food items from product suppliers 12 and process the food items in accordance with menu items or specific customer orders. Service outlets of the product or service ouflet 10 provide for example services to, or for, clients or patients. For example, a physio clinic applies physiotherapy techniques to treat patient complaints or injuries or assist In improving client capabilities or meeting client objectives.

Some product or service outlets of the product or service outlet 10 include equipment which is integral to the product or service provided by the product or service outlet. For example, beer dispensing taps of bars and hotels dispense pots and schooners. Similarly, service outlets including physiotherapy clinics use ultrasound generators to apply ultrasound therapy to patients.

In cases where the product outlet simply provides a product which is supplied by a corresponding product supplier 12, the product outlet usually charges per product item sold. Products provided by a product outlet of the product or service outlet 10 are commonly charged using barcode technology 17, However, they may also be charged using, for example, radio frequency identification (RFID), infrared or photoimaging technology 18. For example RFID technology can be used in bars and hotels in connection with dispensing of bulk beverages. An RFID transmitter is located in, for example, a glass or cup and transmits a signal representing the specific beverage which the glass or cup is designed to receive. The corresponding dispenser has a corresponding RFID receiver and is linked to a point of sale (POS) system 16 for automatically invoicing a beverage corresponding to the RFID signal transmitted by the glass or cup receiving the beverage. Service outlets often charge on a time basis for the time taken to render a specific service, but may also charge on the basis of output. For product outlets which have equipment that is integral to the production of a product item, for example, beer dispensing taps, the cost of a product can be automatically determined via the equipment in the process of providing the product. Charges for services provided by service outlets of the product or service outlet 10 can similarly be automatically determined by equipment which is used to discharge a semce.

The product outlet of the product or service^' outlet 10 can also include product or service outlets within product or service outlets. For example, the product or service outlet 10 includes product or service offering stands or displays. Product stands or displays include, for example, product fridges which are badged for storage of a specific brand of product. Product or service offering stands or displays can also include product or service offering containers which are designed to store a specific numbe of specific product items or service offering documents. Product stands and displays such as the product fridges and product containers can also include RFID, barcode, infrared or photoimaging technology for recording the sale of a corresponding product item. This sale recording technology is also capable of controlling re-stocking of the product and service offering stands and displays to prevent re-stocking with unapproved product or service offering items or brands.

The bar code technology 17 and the RFID, infrared or photo imaging technology 18 is involved in the step of collecting sale data which in this example involves the collection of data relating to product or service sales 19. The product or service sales data 19 is collected by a sales data collecting means which in this example is product or service sales data collector 22- The product or service sales data 19 is also designed to capture orders placed for product items or services. The technology 17 and 18 is also involved in the step of collecting product item or purchaser movement data which in this example involves the collection of product item or purchaser movement data 20. The product item or purchaser movement data 20 is collected by movement detecting means which in this example is movement data collector 24. The technology 17 or 18 senses movement of a product item or purchaser at a product offering location of the product or service outlet 10 by detecting either its presence or absence. A product offering location is a specific place or region within a product or service outlet, for example, a specific region of a specific shelf of a grocery store. The collectors 22 and 24 comprise a computer which is designed to store sales and movement data.

The steps of collecting product sale data and product movement data, involving in this example the product sales data collector of the product or service sales data collector 22 and the product movement data collector of the movement data collector 24, are designed to collect product specific data. The product specific data may, for example, define the product item relating to a specific sale or movement. It may also define only one or more features of the product item. The sales data collector 22 and the movement data collector 24 can therefore, for example, comprise data relating to one or more of the following features: brand; suppEer; quantity; product or service category, for example, alcoholic beverage; or product^* item definition. The data of the sales data collector 22 and movement data collector 24 can also define characteristics related to the sold or moved product item. For example, the data can define characteristics of customers who purchased or moved the product item. Customer characteristics may be, for example, visual and obtained via a customer, client, patient or purchaser or client input 28 via a camera or video recorder- However, these characteristics would typically only be collected on approval by the customer. Service sales data is similarly collected via the product or service sales data collector 22 for features of a service relating to a specific sale, for example, the type of service provided by a physiotherapy clinic or characteristics of a client or patient involved in the sale.

The step of communicating information to influence sales or obtain information relating to a sale involves the information communication means which in this example is advertising and promotion audio and visual device 26. The advertising and promotion audio and visual device 26 is also involved in the step of communicating information to influence future product item or purchaser movement or obtain information relating to product item or purchaser movement and therefore also represents, in this preferred embodiment, the customer, client, patient or purchaser information communication means. The advertising and promotions audio and visual device 26 is designed to communicate information to a customer , client or patient of the product or service outlet 10 to influence sales at the product or service outlet 10, or request information from customers, clients or patient of the product or service outlet 10. The customer, client or patient information can be requested specifically in relation to a particular customer, client or patients who has moved or purchased a product or service or moved a product. For example, if a customer purchases a Johnnie Walker scotch or a drink which includes Johnnie Walker scotch, a corresponding advertising and promotion audio and visual device 26 which is positioned near the site where the customer either orders or views the drink, asks the customer if they would like to enter contact details in return for entry to a competition to win a bottle of Johnnie Walker Black Label scotch. If the customer does the device then prompts for customer contact details. In situations where the product is preprepared, the advertising and promotion audio and visual device 26 is positioned near the product, enabling the product to be positioned in less desirable locations of a product or service outlet 10 while commanding the same or even more attention from customers, clients or patients. This feature also applies to service offering descriptions which may be positioned throughout a product or service ouflet 10.

However, the advertising and promotion audio and visual device 26, and customer, client, patient or purchaser input 28 includes, in an alternative embodiment, a portable device. In one embodiment the portable device is a FDA. In another example it is a mobile phone, or alternatively, a mobile phone which includes some PDA functionality. The portable device is designed for communication with a customer, client or patient as described above in relation to the device 26 and input 28. The portable device is designed for communication via any suitable means including wired and wireless forms of communication.

In another embodiment the portable device also effects paymen After a product or service is either ordered or purchased, a corresponding invoice is communicated, or in this example, wirelessly transmitted to the portable device. The corresponding customer, client or patient can then effect payment electronically.

The advertising and promotion audio and visual device 26 can also communicate • information to a specific group of customers, clients or patients within the product or service outlet 10 or to all of the customer, clients or patients within the product or service ouflet 10. The advertising and promotion audio and visual device 26 can communicate information relating to data 19 and 20 collected at a single product or service outlet 10. However, it is typically based on a number of different product or service outlets 10-

The data 19 and 20 is processed respectively by sale data processing means and movement processing means. In this preferred embodiment, the sale data processing means and movement processing means includes data storage and processing centres 36 and 56. The data storage and processing centre 36 collects product or service sales 19 data and movement data 20 from corresponding respective collectors 22 and 24 of individual product or service outlets 10, processes the collected data and controls the communication of information via the advertising and promotion audio and visual device 26 at each product or service outlet 10. The data storage and processing centre 56 either forms part of a product or service outlet 10 or is dedicated to a single product or service outlet 10. In this preferred embodiment it forms part of the data collectors 22 and 24. The data storage and processing centre 56 collects and processes data and controls communication of information as described in relation to the data storage and processing centre 36-

The steps of communicating information which involve the information communication means an customer information communication means in the preferred embodiment also include the customer, client, patient or purchaser input 28. The customer, client, patient or purchaser input 28 enables the customer, client or patient to respond to the advertising and promotion audio and visual device 26. It also enables the customer, client or patient to independently provide information relating to a product or service provided at the product or service outlet 10.

The product or service sales data 19 collected by the product or service sales data collector 22 and the movement, data 20 collected by the movement data collector 24 is communicated, or in this example, transmitted to and from the data storage and processing centre 36 via a data converter 38 and data transmitter/ receiver 40, The data converter 38 converts data into a form which is suitable for transmission to or receipt from the data storage and processing centre 36. The data converter 38 and data transmitter/ receiver 40 include any suitable respective converters and transmitters /receivers which are well known to persons skilled in the relevant art. For example, the data converter 38 and data transmitter/ receiver 40 can be designed for transmission of data via the following data transmission mediums: Internet dedicated line; radiofrequency transmission or other forms of electromagnetic transmission; and local area networks.

Upon receipt 41 of sales and movement data 19 and 20 from the respective data collectors 22 and 24 the data storage and processing centre 36 or 56 sorts 42 the data into data records which correspond to product items or single specific services of the sales and movement data 19 and 20. Each data record is then further sorted 42 into data elements which represent a product or service feature or customer, client or patient characteristic as explamed above.

Once the sales and product movement data 19 and 20 respectively is appropriately sorted by the data storage and processing centre 36 or 56 it is then analysed 43 by the data storage and processing centre 36 or 56, In this example, the analysis involves:

(i) reading sales and movement data elements of each sale and movement data record; and (ii) determining which product or service outlets 10 information is to be communicated to, the purpose of the communicated information, the content of the communicated information, and the communication . medium via which information is to be communicated.

In this example, step (ii) includes comparing records of sales data 19 and movement data 20 with corresponding sale data and movement data reference values which are formed of one or more corresponding reference elements. The data storage and processing centre 36 or 56 is designed to carry out this comparison by:

(iii) searching sale data or movement data reference values to identify like Values having the same type of reference elements as one or more sale data or movement data elements of a particular sale data or movement data record; and

(iv) comparing sale data or movement data elements of the particular corresponding sale data or movement data record with corresponding sale data or movement data reference elements.

However, in an alternative example step (ii) is made independently of the data storage and processing centre 36, For example, it may be made by personnel responsible for the data storage and processing centre 36 or 56 who either override a determination made by the data storage and processing centre 36 or 56 or are authorised in respect of specific records of sales data 19 and movement data 20 to make such a decision.

In some cases it is desirable to communicate information via an audio device only of the advertising and promotion audio and visual device 26. In other cases it is desirable to communicate information using both audio and visual devices of the advertising and promotion audio and visual device 26. In yet other cases it is more appropriate to communicate information via a poster or billboard. The poster or billboard is designed to move to a display position by personnel of corresponding product or service outlet 10. In an alternatively form it is designed to automatically display upon instruction from the data storage and processing centre 36 or 56. In some cases the display of a poster or billboard is also designed to automatically alter its display on receipt of corresponding instructions from the data storage and processing centre 36. The steps of communicating the information also involves the step of determining timing and frequency of communication of information via the advertising and promotion audio and visual device 26. This is also determined by the data storage and processing centre 36 or 56. The information can be communicated in real time directly in response to every product or service sale 19 or product item or purchaser movement 20. Some information instructed, to be communicated by the data storage and processing centre 36 is communicated for most product or service outlets 10 on this basis. However, for communicated information which does not involve customer, client or patient characteristics, the majority of information is communicated in preset time intervals which may, for example, be hourly, daily, weekly or monthly, ϊn situations where, for example, information is communicated hourly, the sales and movement data 19 and 20 is analysed by the data storage and processing centre 36 or 56 in hourly periods. Details of the advertising and promotion audio and visual device 26 and the purpose, content and communication medium of the communicated information is determined on the basis of the data processed during that hour. For information which is communicated via advertising and promotion of audio and visual device 26 and relates to customer, client or patient characteristics, the data storage and processing centre 36 or 56 communicates information in real time directly in response to a product or service sale 19 or a product item movement 20.

Processing 49 by the data storage and processing centres 36 and 56 is in most cases at least partially carried out by a media centre 46. Data is transmitted to and from the media centre 46 in a similar manner to that described aboVe concerning transmission between the product or service outlet 10 and data storage and processing centres 36 and 56. Transmission of data between the data storage and processing centres 36 and 56 and media centre 46 involves a data converter 48 and a data receiver/ transmitter 50 which function in the manner described above in relation to the data converter 38 and data transmitter/receiver 40. The media centre 46 is designed to further process data processed by the data storage and processing centre 36 and 56 to refine decisions concerning the communication of information via the advertising and promotion audio and visual device 26. In an alternative example it is designed to provide the processing functionality of the data storage and processing centres 36 and 56 described above.

The media centre 46 in some cases involves, for example, an individual advertising and promotion organisation and may involve a single building. However, in other situations, the media centre 46 involves a collection of advertising and promotion organisations. The advertising and promotion organisations each receive either common sales and product movement data 19 and 20 respectively from the data storage and processing centre 36, or prearranged portions of the data.

The steps ai updating inventory or serv ce specific data involve the inventory or service spedfic data updating means which in this example include the data storage and processing centres 36 and 56. The centres 36 and 56 are designed to automatically update inventory or service spedfic data corresponding to a product or service outlet 10 to reflect sale and ' movement data 19 and 20 respectively collected by the respective data collectors 22 and 24. The product or service outlets 10 include an inventory or send e spedfic data storage centre 66 which stores inventory or service spedfic data. The inventory or service specific data storage centre 66 can form part of the sale and movement data colledors 22 and 24 respectively. However, inventory or service specific data can alternatively or additionally be stored via the data storage and processing centres 36 or 56, in which case, the inventory or service spedfic data storage centre 66 forms part of the data storage and processing centres 3ό and56.

I

The data storage and processing centre 36 or 56 can update inventory data in real time or alternatively, can update inventory data in predetermined time intervals which may for example be hourly, weekly or monthly. For movement data, the inventory data is usually updated at predetermined time intervals so that movement of a product or purchaser from a product or service offering location of a product outlet, or service such as a shelf in the case of movement of a product item and subsequent movement of the product item back to the shelf, does not constantly alter the inventory data. Alternatively, movement data can be constantly monitored by the data storage and processing centre 36 or 56 and averaged over a specified period of time to update the inventory and service spedfic data on the basis of the averaged data.

Product and service outlets of the product or service ouflet 10 are designed for communication with the product supplier 12 and service support provider 14. In embodiments involving the data storage and processing centre 56, the product or service outlet 10 is designed for direct communication with the product supplier 12 or service support provider 14. However, regardless of whether the product or service outlet 10 communicates directly or indirectly (via a data storage and processing centre 36) with the product supplier 12 or service support provider 14, information is communicated using a data converter 52 and a data transmitter/ receiver 54 which function as described above in. relation to the data converter 38 and data transmitter/ receiver 40.

The product supplier 12 and service support provider 14 is also designed, in an alternative preferred embodiment, for direct communication 59 with the media centre 46.The step of updating product supplier data and service support provider data involves the product supplier updating means a d service support provider updating means respectively. In this preferred embodiment, the product supplier and service support provider data is represented by reference numeral 62 and the product supplier and service support provider updating msans are represented by supplier and support provider processor 64 of the data storage and processing centres 36 and 56. Although represented separately, the supplier and support provider processor 64 is typically not a separate component of the data storage and processing centres 36 and 56. The centres 36 and 56 supply data, via the supplier and support provider processor 64, to reflect the sale or movement of a product item provided by the product supplier 12. The data storage and processing centres 36 and 56 are also similarly designed to update service support provider data of service support providers 14 to indicate demand for support services required to support service orders or purchases. For example, a particular service may require education or training which is provided by a service support provider 14. The demand for the particular service may have a relationship with the demand for corresponding education and training. The service support provider 14 is therefore automatically updated on the demand for education and training directly in response to orders or purchases of services provided by a service outlet of the product or service outlet 10.

The data storage and processing centres 36 and 56 are designed to update product supplier or service support provider data by:

(i) processing sale or product movement data to group it into product supplier or service support provider information bundles corresponding respectively to products of spedfic suppliers or services of spedfic service support providers; and

(ii) communicating the product supplier or service support provider information bundles to corresponding respective product suppliers 12 or service support providers 14. Timing and frequency of updating of the product supplier and service support provider data is usually as described above in relation to updating of inventory or service specific data. That is, product supplier data which is based on or influenced by product movement data is updated in predetermined time intervals or on an averaging basis which involves averaging of product movement data over a spedfic period of time. Product supplier data and service support provider data which is based on or influenced by product or service sales, can be updated in real time; however, this data is typically updated hourly, weekly or monthly.

The data storage and processing centres 36 and 56 are designed to automate ordering and payment 67 of products provided by the product supplier 12 and support services provided by the service support provider 14. Figure 2 shows a typical current relationship between.a product or service outlet 68 and a corresponding product supplier 70 or service support provider 72. Ordering or purchasing a product or service provided by the product or service outlet 68 results in adjustment of inventory or service spedfic data 74. When the inventory or service spedfic data reaches a spedfic value, the product or service outlet 68 orders 76 corresponding produds or support services provided by the respective product supplier 70 or service support provider 72. The product supplier 70 or service support provider 72 processes the orders, generates an invoice and delivers the goods or provides the support service, as indicated by line 78.

As explained above, the interactive marketing method and system represented by Figure 1 allows inventory or service spedfic data, product supplier data and service support provider data to be updated automatically with sales of product items and services. Figure 3 shows a modified relationship between a product or service outlet and a corresponding product supplier or service support provider corresponding to the interactive marketing method and system of the Figure 1. For ease of reference, reference numerals of Figure 1 are used for common features of Figure 3.

Product or service sales which occur at product or service outlets 10 automatically update 79 inventory or service specific data 80. The inventory or service spedfic data is usually automatically updated via the data storage and processing centre 36 or 56. Product ite supplier data and service support provider data 62 of a product supplier 12 or service support provider 14 is also updated directly or via the data storage and processing centre 36 or 56, allowing product or service support orders 82 to be automated. On receipt of a product or service support order, the product supplier 12 or service support provider 14 automatically initiates delivery 84 of the product item or provision 85 of the support service and simultaneously generates a corresponding invoice 86.

It will be appreάatedby persons skilled in the art that numerous variations and/or modifications ma be made to the invention as shown an the spedfic embodiments without departing from the spirit or scope of the invention as broadly described. The present embodiments are, therefore, to be considered in all respects as illustrative and not restrictive.

Claims

1. An interactive marketing method comprising the steps of:

(a) electronically collecting sale data relating to a sale;

(b) . processing sale data in real time; and

2. An interactive marketing method as daimed in dai 1 wherein steps (a), (b) and (c) are carried out sequentially in the order listed.

3. An interactive market method as daimed in claim 1 or claim 2 wherein step (a) also comprises the step of storing the sale data.

4. An interactive marketing method as claimed in daim 3 wherein the sale data is stored at a remote storage site which is remote of a premise where the sale occurred,

5. An interactive marketing method as daimed in claim 4 wherein the sale data is stored centrally along with sale data relating to sales that occur at other premises.

6. An interactive marketing method as daimed in any one of the preceding daims wherein step (a) comprises collecting product or service specific sale data.

7. An interactive marketing method as claimed in any one of the preceding daims wherein step (b) comprises the step of processing the sales data centrally.

8. An interactive marketing method as claimed in any one of the preceding daims wherein step (b) further comprises the step of determining details of said communicated information including one or more of the following: purpose; content; and communication medium via which the information is communicated.

9. An interactive marketing method as daimed in any one of the preceding daims wherein step (c) comprises the steps of:

(ifi) communicating information to influence future sales; or (iv) communicating information relating to the sale, or communicating information to request information relating to the sale.

10. An interactive marketing system comprising:

(i) electronic sale dats collecting means for electronically collecting sale data relating to a sale;

(ii) sale data processing means for processing sale data in real time; and

(iii) infόrmatioΛ communication means for communicating information to influence sales or obtain information relating to a sale; wherein said collecting means, processing means and communication means are arranged to communicate information between each other for interactive marketing.

11. An interactive marketing system as claimed in claim 10 wherein the electronic sale data collecting means is arranged for communication with the processing means and the processing means is arranged for communication with both the collecting means and the information communication means for sequential communication of information between said collecting means and said processing means, and then between said processing means and said information communication means.

12. An interactive marketing system as daimed in claim 10 or claim 11 wherein the electronic sale data collecting means is arranged to cornmu icate with sale data storage means for storing sale data.

13. An interactive marketing system as daimed in claim 12 wherein the sale data collecting means is arranged to communicate with remote storage means which is remote of a premise where the sale occurred.

14. An interactive marketing system as claimed in daim 13 wherein the sale data collecting means is arranged to communicate with a central sale data, storage means which is arranged to store sale data relating to sales that occur at a plurality of premises.

15. An interactive marketing system as claimed in any one of daims 10 to 14 wherein the electronic sale data collecting means is arranged to collect product or service specific data.

16. An interactive marketing system as daimed in daim 15 wherein the product or service spedfic data comprises information relating to one or more of the following product item features: b a ; supplier; quantity; product or service category; or product or service definition.

17. An interactive marketing system as daimed in daims 10 to 16 wherein the product or service spedfic data defines characteristics related to the sale.

IS . An interactive marketing system as claimed in claim 17 wherein the product or service spedfic data defines characteristics of customers, clients or patients who are involved in the sale.

19. An interactive marketing system as claimed in any one of claims 10 to 18 wherein the information communication means is arranged to:

(i) communicate information to influence future sales; or

(ii) communicate information relating to the sale, or communicate information to request information relating to the sale.

20. An interactive marketing system as daimed in any one of daims 10 to 19 wherein the information communication means is arranged to communicate visual or oral information, or both visual and oral information.

21. An interactive marketing method comprising the steps of:

(b) processing the movement data; and

(c) communicating information to influence sales or the provision of services, or obtain information relating to said movement

22. An interactive marketing method as daimed in claim 21 wherein steps (a), (b) and (c) are carried out sequentially in the order listed.

23. An interactive marketing method as claimed in claim 21 or claim 22 wherein step (a) also comprises the step of storing the movement data.

24. An interactive marketing method as daimed in daim 23 wherein the movement data is stored at a remote storage site which is remote of a premise where the movement occurred.

25. An interactive marketing method as claimed in daim 24 wherein the movement data is preferably stored centrally along with movement data relating to movement that occurred at other premises.

26. An interactive marketing method as daimed in any one of claims 21 to 25 wherein step (a) comprises collecting product or purchaser spedfic data.

27. An interactive marketing method as claimed in any one of claims 21 to 26 wherein step (b) comprises the step of processing the movement data centrally.

28, An interactive marketing method as claimed in any one of daims 21 to 27 wherein step (b) further comprises the step of determining details of said communicated information including one or more of the following: purpose; content; and communication medium via which the information is communicated.

29. An interactive marketing method as daimed in any one of daims 21 to 28 wherein step (c) comprises the steps of:

(i) communicating information to influence product item or purchaser movement; or

(ii) communicating information relating to the product item or purchaser movement, αr communicating information to request information relating to the product item or purchaser movement.

30. An interactive marketing system comprising: (i) movement detecting means for detecting movement of a product item or purchaser at a product or service offering location and thereby collecting movement data concerning the movement of product item or purchaser;

(iii) customer, client, patient or purchaser information communication means arranged for communicating information to influence sales or the provision of services, or obtain information relating to said product movement; wherein said customer, client, patient or purchaser information communication means is arranged for communication ith Said processing means or said movement detecting means or both said processing means and said movement detecting means.

31, An interactive marketing system as daimed in daim 30 wherein the movement detecting means is arranged for communication with the movement processing means, and the processing means is arranged for communication with the customer, >. client, patient or purchaser information communication means for sequential communication of information between the detecting means and processing means, and then between the processing means and customer, dient, patient or purchaser information communication means.

32.' An interactive marketing system as claimed in daim 30or daim 31wherein the product movement detecting means comprises one or more of the following forms of technology: Radio Frequency Identification (RFID); barcode; infrared; or photoimaging.

33. An interactive marketing system as daimed in any one of daims 30 to 32 wherein the movement detecting means is arranged to communicate with movement storage means for storing movement data.

34. An interactive marketing system as claimed in claim 33 wherein the movement detecting means arranged to communicate with remote movement storage means which is remote of a. premise where the movement occurred.

35. An interactive marketing system as daimed in claim 34 wherein the movement detecting means is arranged to communicate with central movement storage means that stores product movement data relating to a plurality of premises.

36. An interactive marketing system as daimed in any one of daims 30 to 35 wherein the movement detecting means is arranged to collect spedfic product item or purchaser movement data.

37. An interactive marketing system as claimed in claim 36whersin the movement data comprises information relating to one or more of the following product item features: brand; supplier; quantity; product category; or product definition.

38. An interactive marketing system as daimed in any one of daims 30 to 37 wherein the product or purchaser specific data defines characteristics related to the product item or purchaser movement

39. An interactive marketing system as claimed in claim 38 wherein the product or purchaser spedfic data defines characteristics of customers, client patient or purchaser who move the product item,

40. An interactive marketing system as daimed in any one of daims 30 to 39 wherein the movement processor is further arranged to determine details of said communicated information induding one or more of the following: purpose; content; and the communication medium via which the information is communicated.

41. An interactive marketing system as daimed in any one of daims 30 to 40 wherein the customer, client, patient or purchaser information communication means is arranged to:

(i) communicate information to influence future product item or purchaser movement; or

42, An interactive marketing system as daimed in any one of claims 30 to 41 wherein the customer, client patient or purchaser information communication means is arranged to communicate visual or oral information, or both visual and oral information.