WO2000075825A1

WO2000075825A1 - Method and system for monitoring purchasing trends

Info

Publication number: WO2000075825A1
Application number: PCT/US1999/018826
Authority: WO
Inventors: Scott Vandevelde
Original assignee: Catalina Marketing International, Inc.
Priority date: 1999-06-02
Filing date: 1999-08-27
Publication date: 2000-12-14
Also published as: EP1188136A1; BE1013330A3; AU6018699A; CA2376136A1; PT102357A; JP2003501751A

Abstract

Method and system for analyzing trends. A host system is linked with a plurality of point-of-sale systems. A master terminal may also act as a complete point-of-sale system. The point-of-sale systems store transactional data relating to purchases made. At the host level or at the master terminal, desired trends relating to the sales of products are identified by the retailer or manufacturer. Desired responses for responding to the trends are determined. A trend analysis system, using the transactional data, generates a response to the trends using the information linking the trend with the desired response. The instruction are sent to modify the operation of the point-of-sale system to respond to the trends. The response may be a promotional offer designed to make sales meet the desired trends, such as a coupon, a discount or a price reduction.

Description

Method and System for Monitoring Purchasing Trends

BACKGROUND OF THE INVENTION Field of the Invention:

The present invention relates to a method and system for monitoring purchasing trends and, more particularly, to a method and system for monitoring volume and share trends of retail purchases.

Discussion of the Background

Due to the advent of the optical scanner, manufacturers enjoy sophisticated data resources for analysis of retail purchases provided by such companies as ems, Nielsen, and IRI. Data supplied by these companies has evolved in recent years and provides manufacturers and retailers detailed insights into business trends and consumer behavior. Although manufacturers and retailers have improved and expanded their knowledge of their business and consumers, the ability to react to these trends still remains limited. Under current conditions, the ability to react typically involves a 2-4 week post-trend reporting and 4-8 week turnaround for execution of traditional media, such as print media. By the time market trends and implemented responsive tactics are analyzed, it is often too late to react to the trends or implement the responsive tactics. The time required by the traditional media to implement the responsive tactics also can be too long to take advantage of the analysis. Further, these companies do not offer automated systems where the adjustments to the trends are implemented automatically.

SUMMARY OF THE INVENTION

An object of the invention is to provide a method and system for monitoring trends allowing manufacturers to control volume and share trends by rapidly reacting to changing category purchase dynamics.

Another object of the invention is to provide a method and system for monitoring trends allowing manufacturers to control volume and share trends by reacting in real time to changing category purchase dynamics. A further object of the invention is to provide a system and method which analyzes store/chain level transactional scanner data, establishes trends within this data, and automatically reacts to these by distributing targeted communications directly to consumers.

Yet another object of the invention is to provide a system and method which analyzes store/chain level transactional scanner data, establishes trends within this data, and automatically reacts to these by distributing targeted coupons directly to consumers.

A still further object of the invention is to provide a system and method offering real time response to measurable trends as they occur at the individual store level, or at a store chain level.

These and other objects may be obtained by a system for responding to trends having a point- of-sale system, a host computer system electronically linked with the point-of-sale system and a trend analysis system electronically linked with the host system. The host system may have means for linking a trend with a desired response and the trend analysis system may have a means for generating an instruction to produce an action in the point-of-sale system for responding to the trend. The action may be an instruction to the host system. The trend analysis system may also comprise a means for transferring the instruction to produce the action in the point-of-sale system for responding to the trend. The point-of-sale system may also have a printer for printing a coupon in response to the instruction or a means for issuing a discount for a purchased product in response to the instruction.

The trend analysis system may have a means for generating a response in the point-of-sale system to a trend, an Internet connection, a means for sending e-mail messages related to the response using the connection and a means for sending information related to the response in the form of a web page. The trend analysis system may also have a means for automatically sending e-mail messages containing selected promotional information selected based upon an analyzed trend using the Internet connection, and a means for automatically sending selected promotional information relating to the trend to a web page over the Internet.

The point-of-sale system may have a display and the trend analysis system may have a means for generating a response in the point-of-sale system to a trend and a means for generating information relating to the response to be displayed on the display. The point-of-sale system may also have an electronic shelf price label and the trend analysis system may have a means for generating a response in the point-of-sale system to a trend including changing a price of a product displayed by the electronic shelf price label.

The point-of-sale system may have a transactional data file storing transactional data relating to purchases made using the point-of-sale systems and the trend analysis system may have a means for automatically generating a desired response to a purchasing trend using the transactional data. The point-of-sale system may also have an operational data file storing operating parameters for the point-of-sale system. The operational data file may store information relating to at least one of a coupon associated with a purchase product, a price for the product and a discount for the product. The means for automatically generating the desired response may have a means for automatically generating instruction for updating the operating parameters. The means for automatically generating the instruction updating the operating parameters may activate generation of the coupon, change the price for the product or activate the discount for the product.

When the point-of-sale system has a transactional data file storing transactional data, the trend analysis system may comprise a computer programmed to automatically generate a desired response to a purchasing trend using the transactional data. The point-of-sale system may also have an operational data file storing the operating parameters for the point-of-sale system and the computer may be programmed to automatically generate an instruction updating the operating parameters. The operational data file may also store information relating to a coupon associated with the purchase product, a price for the product and a discount for the product. The computer may be programmed to generate an instruction to activate generation of the coupon, change the price of the product or activate the discount for the product.

The host system may have a means for linking a share trend or a volume trend of a product purchased using the point-of-sale system with a desired promotion, and the trend analysis system may have a means for automatically generating an instruction to produce an action in the point-of- sale system for responding to at least one of the trends using the promotion. The point-of-sale system may be transactional data file storing transactional data and the trend analysis system may determine the share or volume trend using the transactional data. The host system may have a means for generating information linking the share trend or the volume trend with the desired promotion and the means for automatically generating instruction may produce the action using the information. When the point-of-sale system has the transactional data file, the host system may have a means for generating information linking the share or volume trend with the desired promotion and the trend analysis system may comprise a means for automatically generating an instruction to produce an action in the point-of-sale system for responding to one of the trends using the promotion, the transactional data file and the information.

The trend analysis system may have a database storing promotional information and a computer connected to the database. The host system may have a means for linking a trend with a desired response and the trend analysis system may have a means for generating an instruction to produce an action in the point-of-sale system responding to a trend using the promotional information. The point-of-sale system may also have a memory storing promotional information and the trend analysis system may have a means for automatically generating an instruction for updating the promotional information in the memory using the promotional information stored in the database.

The point-of-sale system may have a display and the trend analysis system may have a means for selecting promotional information from the database and transferring the selected promotional information to the point-of-sale system for display on the display. The point-of-sale system may also have a memory storing information relating to terms of a promotional offer and the trend analysis system may have a means for automatically generating an instruction updating the terms of the promotional offer using the promotional information stored in the database.

The point-of-sale system may also have an electronic shelf price label and the trend analysis system may have a means for changing a price of the product displayed by the electronic shelf price label using the promotional information stored in the database.

The system may also consist of a master/slave configuration where the master terminal contains the trend analysis system. In some configurations, other point-of sale terminals (slave terminals) may be connected with the master terminal. The master terminal may contain all of the information and hardware necessary to operate a complete point-of-sale system. The trend system may adjust the operating parameters of the terminal to respond to trends.

These and other objects may also be obtained by a method for analyzing trends having the steps of collecting transactional data relating to purchase of a product, analyzing at least one trend using the transactional data and automatically generating a response to the trend. Information may be generated linking the trend with the response and the response may be automatically generated using the information and the transactional data. The transactional data may be collected using a point-of-sale system and the instruction may be automatically generated to the point-of-sale system to respond to the trend using the transactional data.

Promotional information may be stored in the point-of-sale system and the instruction may be automatically generated to the point-of-sale system to respond to the trend using the promotional information. The automatic generating of the instruction may also comprise updating of the promotional information stored in the point-of-sale system.

The method may also include the steps of generating information linking one trend with a desired response and automatically generating the response using the information and the transactional data. Generating the information may comprise determining at least one of share and volume values using the transactional data, and correlating a desired response with at least one of desired shared and volume values, comparing at least one of the desired share and volume values and a respective one of share and volume values determined using the transactional data, and automatically implementing the desired response based upon the comparison.

The transactional data may be collected using a point-of-sale system and an instruction may be automatically generated to the point-of-sale system to respond to the trend using the transactional data. Promotional information may also be stored in the point-of-sale system and the automatic generating of the instruction to the point-of-sale system is performed using the promotional information. Using the promotional information may comprise printing a coupon, reducing a price of the product, or discounting the product. Automatically generating the instruction may comprise updating the promotional information.

Promotional information may be stored remote from the point-of-sale system and the response may be automatically generated by sending the promotional information to the system. Operational information may be stored in the point-of-sale system and the response may be automatically generated by automatically updating the operational information stored in the point-of- sale system.

The method may also include the steps of electronically displaying the price of a product and automatically updating the price and response to the trend.

Automatically responding to the trend may comprise generating a direct electronic communication containing promotional information to perspective purchasers of the product and by automatically sending information containing the promotional information to be posted on the Internet. Information may be automatically sent for display at an establishment offering the product for sale.

The method may also comprise generating information linking at least one trend with a response, and automatically generating the response using the information and the transactional data. The method may also comprise determining at least one of share and volume values for purchases of the product and comparing at least one of the share and volume values with historical share and volume values for purchases of the product. Determining whether to implement the desired promotion it may be based upon the comparison, and a response may be automatically selectively implemented using the comparison.

The method may also comprise the steps of determining at least one of share and volume information using the transactional data, generating linking information linking at least one of a desired share and volume value with a desired promotion, determining whether to implement the desired promotion based upon comparing at least one of the determined share and volume information with respective desired share and volume information, and selectively automatically implementing desired promotion. The invention may also take the form of a computer program comprising a recording medium having computer readable information coded to implement the method according to the invention.

BRIEF DESCRIPTION OF THE DRAWINGS

A more complete appreciation of the invention and many of the attendant advantages thereof will be readily obtained as the same becomes better understood by reference to the following detailed description when considered in connection with the accompanying drawings, wherein:

FIG. 1 is a block diagram of a first embodiment of the system according to the invention;

FIG. 2 is a block diagram of a second embodiment of the system according to the invention;

FIG. 3 is a block diagram of response generating programs resident in the host and trend systems;

FIG. 4 is a block diagram of a response generating program resident in the trend system;

FIG. 5 is a block diagram of a store system;

FIG. 6 is a block diagram of a third embodiment of the system according to the invention;

FIG. 7 is a flow chart of the operation of the system according to the invention;

FIG. 8 is a flow chart of generating trend responses according to the invention; and

FIG. 9 is a flow chart illustrating steps of FIG. 6 in more detail.

DESCRIPTION OF THE PREFERRED EMBODIMENTS Referring now to the drawings, wherein like reference numerals designate identical or corresponding parts throughout the several views, a first embodiment of the invention will be described. FIG. 1 shows a simplified block diagram of a first embodiment of the system according to the invention. Store systems 1 are connected to host system 2. Connected to host system 2 is trend system 4. An input device 5 allows one to input information to trend system 4. A database 3 is also connected to trend system 4 and stores data used by trend system 4. An Internet connection 7 links trend system 4 to the Internet allowing email or other direct electronic communication capability 8 and connection to web pages 9. Store systems 1 are generally point-of-sale computer systems having terminals that are capable of reading a bar code printed on a product package. System 1 may also distribute discount coupons based upon the purchases of a customer, and may also provide discounts. Such a system is described in U.S. 5,612,868, assigned to the assignees of this application, the disclosure of which is herein incorporated by reference. In this case store systems 1 correspond to store controller 10 and the associated elements located in a store. Host system 2 of the present application corresponds with host computer 16 and database 22 which control the communications with the individual store controllers and is responsible for generating various accounting information, as described in U.S. 5,612,868. Store systems 1 are remotely linked with the host system 2 by line 18 which may be, for example, a telephone line or other communications link. Trend system 4 may also be remotely linked with host system 2, or may be resident with host system 2. Thus, trend system 4 may be a separate computer programmed to carry out the operations described below, or may be a programming module within the host system computer. Trend system 4 also has memory (no shown) to store various information used by the system or data generated during operation of the system. In either case, an input device 5, preferably a keyboard and/or pointing device, allows the user to input appropriate information to trend system 4.

In the first example of the system, the host system 2 represents a chain-level system operated by the retailer. Host system 2 may be operated in cooperation with manufacturers to ease entry of promotional offers. Host system 2 uploads the transactional data to a separate trend system 4 remotely linked with system 2. Trend system 4 may receive transactional data from other chains (not shown) that can be processed with or separately from the transactional data from host system 2. Trend system 4 calculates various values from the transactional data, such as share and volume values for a product or a number of products.

The transactional data may include any piece of information useful in tracking or monitoring the purchases made in a store or in a chain of stores. The computer systems currently in use allow one to store a great deal of information surrounding the purchase of a product. Some examples of transactional data are the UPC code, a department number, category of a product, the price of the product, the size or weight of the product, and whether the product was sold at full price or on sale. The data may also include causal data, or data relating to attributes of a product sold. The causal data may include whether a coupon was used in connection with the purchase, where the product was placed in the store at the time of sale (e.g., how it is displayed), the details of the associated sales information or labeling e.g., how it is being marketed within or without the store), or the season of the year (e.g., when the product is purchased). A product category refers to industry-accepted product groups. Examples of categories are carbonated soft drinks, canned vegetables, laundry detergent, etc.

Share values may take several forms. A share may be determined within a product category, or within a department of a store. One example would be the percentage of gross sales of the deli department in a grocery store. A share value may be calculated across competing categories, such as dry dog food sales versus wet dog food sales of a product. An example of volume data would be the number of units sold of a product within a category or as a percentage of total sales of a store or within a department. The volume data may be also tracked over a given time period or in connection with the pricing of a product.

Stored in database 3 are data for historical share and volume values for the product(s) being analyzed. Trend system 4 can compare the calculated values with the historical values to determine trends in the share and volume values for the purchased products. If comparing the values shows that a desired trend is not being met, corrective action, i.e. a response, may be implemented. If the trend is being met, no corrective action may be implemented, or the same or different corrective action than that implemented when the trend is not being met may be implemented. The appropriate corrective actions (responses) are stored in the database 3 and accessed as needed.

The historical data may be determined from a database of the transactional data. This information may be collected by the retailer or manufacturer using its sales system (stored in database 3, for example), or it may be collected using the trend system (and stored there or in database 3). The database would consist of all or selected ones of the types of information described above. The database allows one to measure how good or bad are the sales of a product, sales within a department, sales at the store level, etc. compared with the corresponding values desired by the retailer or manufacturer.

Trend system 4 may generate a report 6 to be sent to the retailers/manufacturers. Trend system 4 also transmits modifications, which may take the form of instructions back to host system 2. The instructions are may be in the form of a data string having various fields containing information as to discounts, coupons, prices, triggers, etc. recognizable by the store systems and in the formats already in place in the store systems. Host system 2 transmits the modifications to the store systems 1, to modify the appropriate files for discounts, coupon creation, price reductions, etc. The instructions may also augment or replace existing files or routines in store systems 1. Trend system 4 may also directly transmit the instructions to store systems 1.

In the first embodiment, the retailers and/or manufacturers communicate to the trend system 4 the appropriate information to respond to the trends, preferably in advance of the trend analysis. The appropriate response may also be determined after trend system 4 completes its analysis of the trends. The reports 6 generated and sent to the retailers/manufacturers may assist in determining the appropriate response to the trends. For example, the retailers/manufacturers would identify the selected products to be analyzed, and identify appropriate responses such as issuing coupons, implementing discounts or price reductions, etc. The response or responses are sent to trend system 4 and inputted, so that the required instruction(s) for modifying the operation of the store systems 1 may be stored and/or implemented. Data needed for the instruction(s), such as coupon image data may also be provided and are stored in and retrieved from database 3 by trend system 4.

Also shown in FIG. 1 is Internet connection 7. The system according to the invention may be given the capability of using the Internet to post current offers on a web page for a particular store, chain of stores, groups of chains or at a company's web page who is in the business of posting such offers. Through trend correction according to the invention the current offers may be adjusted as quickly as the adjustments are made in the store systems 1. The Internet postings may also be adjusted independently of the adjustments to the store systems 1. The system may also e-mail specific offers to households identified with, for example, frequent shopper programs. In a second embodiment of the system, shown in FIG. 2, trend system 4 is resident with host system 2. When host system 2 collects transactional data from store systems 1, trend analysis is performed. The appropriate responses are determined and any necessary information or instructions for implementing the response, beyond that already resident in trend system 4, may be input through input device 5. As in the first example, host system 2 of the second example transmits the modifications to the store systems 1, to modify the appropriate files for discounts, coupon creation, price reductions, etc.

The appropriate response(s) may be generated automatically. A trend/response linking program 35 may be resident in host system 2 allowing the retailer/manufacturer to generate instructions for use by trend system 4 to produce the desired trend response(s), as shown in FIG. 3. While not shown, host system 2 may also have an input device 5 to allow the retailer and/or manufacturer to enter the appropriate information into the trend/response linking program 35. Program 35 may be in the form of a series commands linking a trend with a response. For example, the response may link a selected triggering product with a promotion. A triggering product is one selected by the manufacturer or retailer to generate an action in the store system, such as dispensing a coupon or price discounting. One type of such linking is creating a coupon to promote the sale of a particular product. The coupon may be for a product competitive to the triggering product.

Host system 2 uploads the result of the response instruction program to a response instruction generation program 37 in trend system 4. Program 37 generates the desired response using the results of the trend analysis and any necessary data stored in database 3. The instructions generated are transmitted to host system 2 for subsequent transmission to store systems 1. In the second embodiment, both of programs 35 and 37 are resident in the single system having both host system 2 and trend system 4.

One example of program 35 is where, under the control of the manufacturer and/or retailer, a basic series of "if-then" commands are generated to correlate a response to a trend with a triggering product or products and the associated promotion(s). The commands are sent to trend system 4 for use in generating the appropriate response(s). Trend system 4 would then create the appropriate instructions which are transmitted to host system 2 for subsequent transmission to appropriate ones of store systems 1. The operating parameters of store systems 1 are adjusted, as described above.

The trend system may also generate a report suggesting a change of display or labeling for the product. The report may be sent in the form of an email message or other direct electronic communication, using email or other direct electronic communication capability 8 and Internet connection 9, to the store or stores, allowing essentially real-time monitoring of sales display and labeling strategies.

Another example of the system according to the invention is shown in FIG. 4 where host system 2 does not contain program 35 but the desired trend/response linking information is supplied for entry into trend system 4. Program 39 resident in trend system 4 contains the capability of translating the trend/response linking information into the desired response instructions. Again, trend system 4 would then create the appropriate instructions which are transmitted to host system 2 for subsequent transmission to appropriate ones of store systems 1. The operating parameters of store systems 1 are adjusted, as described above.

As a first more specific example, a manufacturer or retailer wants to increase its share of a particular product X. A share may be a percentage of a particular product sold within a category, a percentage of a product within a department, etc. Data analyzed from the past year showed product X had a 12% share within a category. The manufacturer or retailer wants to increase its share by two share points to 14%. The manufacturer operates the linking program 35 to create a response if the share of the product is less than 14% for the given reporting period. The manufacturer would work with the operators of the trend system, who are knowledgeable about how to bring about the desired responses in the customers to achieve the desired goals, i.e., what promotions would be effective. The manufacturer may also determine the desired response. A response would be designed and correlated with the trend analysis. For example, the response could be the printing of a coupon for product X or an automatic discount for product X triggered by the purchase of product X, or a coupon printed for product X upon the purchase of a competitive product, especially one whose share is increasing. The response may also be to change the product display to a more favorable location, such as at the end of a display area, to enhance sales. Each time trend system 4 analyzes the transactional data, the share volume of product X is checked. If the share is below 14%, the designed promotion is enabled, or remains enabled.

A more detailed view of store system 1 is shown in FIG. 5. FIG. 5 consists of the in-store system described in U.S. 5,612,868 with the addition of a transactional data file 36, a display 28 and electronic shelf price label 26. Store controller 10 receives the sales information from the terminals 12 and records transactional data such as the total number and identity of products sold, the total number of transactions, the product make-up, causal data, etc., as described above, in transactional data file 36. At a given interval, preferably weekly but possibly daily or as frequently as needed, the transactional data in file 36 is uploaded to host system 2 from store controller 10. Host system 2 stores this information for each reporting store system, and can also create aggregate data for a plurality of store systems associated with a particular store chain. Trend system 4 then analyzes the data stored in host system 2 at the store level, chain level, or both, and analyzes whether desired trends are being met. These trends may be previously entered into trend system 4 or may be newly entered using input device 5.

The trends to be analyzed may be share or volume trends. The share or volume trends may be measured over a given period, or the data for a particular period may be compared against a given time period. For example, the share or volume trends may be measured year to date, may be an eight-week rolling average versus yearly average, etc. The trends may be directed at category sales, sales within a department, store-wide sales, chain-wide sales, etc. A particular manufacturer or retailer may have certain share or volume trend goals to meet. For example, if the share of a product drops below a predetermined percentage, then store systems 1 may be instructed to issue coupons or discount the price. If the measuring product, such as a triggering product, is a competitive product, then coupons may be issued upon the purchase of the competitive triggering product. A triggering product is one that triggers some action in the system such as the generation of coupon data or an instant discount. The triggering product may be selected by a manufacturer, by the retailer, or by the operator of the system. Also, if the volume of a particular product drops below a predetermined number of units over a predetermined number of transactions or a predetermined period of time, corrective action may be taken such as a progressive heavy user where subsequent purchases of the product are rewarded.

On the other hand, if trends are being met, a triggering product can be removed or the terms of the promotion may be reduced. For example, the amount of a discount or the value of a coupon may be reduced. Removing the trigger will inhibit coupon generation. The terms for receiving a promotion may be changed where a customer is only rewarded with the promotion (i.e., coupon, discount, etc.) if a purchase is above a certain amount, where previously there was no minimum purchase requirement, or the minimum purchase may be increased. The display or marketing of the product may be changed.

The store systems 1 may also include an electronic bulletin board, shown as in-store display 28 in FIG. 5. Display 28 may be a video monitor or an LCD display electronically posting current items and offers active over a given time period, such as a week. Displays 28 may be accessed directly by host system 2 and the particular information may be downloaded from trend system 4 and then displayed under the control of host system 2. Displays 28 may be placed in one or more central locations in a store, or may be place directly in the shelves or other displays where the products are located. Trend system 4 may also be directly linked with the displays 28 in individual stores. The connection to the in-store displays may thus be made over communication links such as a phone line. The system according to the invention may also send the information to be posted on the electronic bulletin boards to the host system 2 for a chain of stores, which then posts the information in the associated stores as desired.

An electronic shelf price label 26 may be connected to each store system. Electronic shelf price label 26 displays the current price of the corresponding items placed on the shelf. Store system 1 contains software to link the current price of an item, stored in item record file 30, with a location of a shelf label in the store. The electronic price label is accessible by the store systems 1 for updating prices, changing product display locations, etc. Trend system 4 can also send appropriate instructions to store systems 1 to adjust the price of an item stored in the item record file 30 in order to offer temporary price reductions in selected products as a response to the trends.

A third embodiment of the system is shown in FIG. 6. In this embodiment the trend system 4 is resident within point-of-sale terminal 17. Terminal 17 acts as a master terminal and may consist of a minicomputer integrated with the point-of-sale terminal functions. Terminal 17 may also contain all of the information and hardware necessary to operate a complete point-of-sale system, thereby reducing or eliminating the need for a separate computer for the trend system. In some configurations, other point-of-sale terminals acting as slave terminals to master terminal 17 maybe included. Terminal 17 replaces the host system 2 and/or store controller 10, and carries some or all of the functions of these two devices. In the system of FIG. 6, terminals 12 and 17 each collect transactional data, as described above, and terminals 12, if included in the system, transmit the data to terminal 17 for use by trend system 4. The data may be continuously transferred, or may be collected in the terminals 12 and later transferred at a desired interval, such as daily. In this embodiment, terminal 17 contains both the response generating program and the linking program, which may be integrated as they are both resident in the same device.

Database 3 stores information such as product prices, information about the products (such as causal information), coupon information, coupon logging information, the transactional data, historical trend and volume data, desired trend and volume data, etc. Database 3 may be used to store any information needed to operate the system, as described above. Some of this information may be stored in terminal 17 as directed by the user, system requirements or for efficiency reasons. Also, database 3 may be part of terminal 17.

Terminal 17 may be connected to the Internet via connection 7, and may send or receive information through connection 7, if desired. Information may be sent via email, or any other direct electronic communication procedure, and via web page(s) 9 as described above for the previous embodiments. Terminal 17 contains appropriate hardware for making the connection and sending and receiving information, such as a modem connected to a telephone line. Terminal 17 also is connected to prepare and send reports 6 (such as described above), and contains the capability to interface with and update electronic label 26 and display 28, as also described above. While not shown, each of terminals 12 and terminal 17 may have a printer to print coupons or other information.

FIG. 7 shows the operation of the system in more detail. In step 40, the sales and transactional data is obtained in store system or systems 1, or by terminals 12 and 17. The transactional data is then transmitted or uploaded to the trend system 4 through host system 2. In the case of the third embodiment, the transactional data is transferred to terminal 17. The data is analyzed to calculate the particular trends of interest (step 41). Trend system 4 then determines whether the trends are being met (step 42) by comparing the calculated trends with the trend goals. The operation proceeds to step 43 to check whether any adjustments are in order, such as turning off a trigger or reducing the terms of the promotion, for each trend.

In the event an adjustment is required, the operation branches to step 44 where the adjustments such as coupon creation, instant discount, price reduction, heavy user, etc., appropriate to move the trend towards the desired goal are retrieved by trend system 4 from the database 4. This may take the form of instructions to be sent to store systems 1 or terminal 17 to be stored in the appropriate data file, to adjust the operation of store system 1 or terminals 12 and 17. The operation moves to step 45 where the any required data corresponding to coupon images or other material is retrieved. Some of this data may already be resident in store system 1 or terminal 17. Steps 44 and 45 may be performed together, and the adjustments and data may both be stored in the same database.

Next, in step 46 the instructions, adjustments and/or other data are processed by trend system 4 and transmitted, if necessary to host system 2 or store system 1. In step 46 the data is formatted for use by systems 1 and 2, and for transmission when the system is configured as in the first and second embodiments. When the last trend is analyzed (checked in step 47), the program proceeds to step 48 where the data is written into the appropriate file or storage area. In the case the first and second embodiments, the new data is transmitted to store system 1 (which may via host system 2) and files, such as files 30, 32 and 34, are updated under the control of host system 2 and/or store system 1 , and ends at step 49. The data may be directly rewritten in the case of the third embodiment. In the event no trend adjustments are necessary, step 48 is skipped and the program ends at step 49. Otherwise the program returns to step 43 and whether any adjustments are needed for the next trend is checked.

For example, if new coupons are to be created, these are retrieved from database 3 (or retrieved remotely via, for example, a modem line or the Internet) and stored in the system, such as in coupon log file 34. The appropriate links between the new coupons and a triggering product or products are established in the system. In store system 1 this may be, for example, through the coupon look-up file 32. If the coupons are already resident in the system (such as in database 3 or in coupon log file 34), but their activation has been inhibited prior to trend correction, the database 3 or coupon look-up file 32 may be altered so that the link between a triggering product and the particular coupon will be activated. Also, the particular details of the coupon offer may be adjusted, such as the amount of the discount, validation period, or terms of the offer. The adjustments may consist of instant discounts, which are also established in store system 1 as described in U.S. 5,612,868.

FIG. 8 is a flow diagram of the updating of a point-of-sale system to implement the desired response(s). In step 50, links between trend and the response(s) are generated, typically by the retailer or manufacturer. This may be done using the "if- then" format as described above. The linking information is used to generate the appropriate response(s) in step 51. The responses may be a discount, a temporary price reduction, a coupon for a purchased product or a competitive product, etc. The operating system of the point-of-sale system is updated to implement the generated response(s).

FIG. 9 is a flow diagram showing in more detail steps 42 - 44. Using the transactional data, the trend analysis system determines share volumes for a product (step 60) and volume values for the product (step 61). Steps 60 and 61 may be performed at the same time. Historical share and volume information, stored in database 3 (or remotely, as desired), is retrieved (step 62) and compared with the determined share and volume values (step 63). The comparison is correlated with the linking information to determine whether any desired responses are to be implemented in step 64. The historical information needed for the comparison may also be provided in (and retrieved from) the linking information. For example, the trend system may determine the share and volume values and the linking information may consist of implementing an action if the share or volume values are above or below respective desired levels. Thus, the trend analysis system may determine whether the trends are being met using stored historical data, and the linking information indicates the desired action if the trend is not being met. In a second manner, the trend analysis system may determine the share and volume values, and the linking information indicates both the desired action and the desired share and volume values with which the respective determined share and volume values are determined.

One way of accomplishing this is to use the systems or FIGS. 1 or 2 where the linking information is created in host system 2 and transferred to trend system 4. The transfer may be from a remote host system 2 or, when host system 2 and trend system 4 are resident together, the transfer is internal. Trend system 4 generates the desired response information and transfers it back to host system 2. Host system 2 transfers the response information to store systems 1 to update their operating systems to implement the response(s).

Another manner is to use master terminal 17 where all of the calculations, decision-making and response generation takes place there. Terminals 12 could be constantly connected with terminal 17 and terminal 17 virtually controls all operations regarding whether to issue a coupon, price discount, etc., or a certain amount of this functionality may be built into each terminal 12, depending upon system requirements, cost, efficiency, the number of terminals 12, data flow restrictions, etc.

The system according to the invention is a powerful tool to allow virtually real-time response to retail volume and share trends. The system can rapidly analyze each store and/or each chain to determine which are not meeting desired trends. The appropriate responses can be rapidly and automatically generated to target the purchasers until the desired trends are met. The system provides a single manufacturer within a category the power to control the desired trends at the chain or store level. The system eliminates inefficiencies in trade promotion by reducing subsidization and targeting spending against category consumers when the desired business trends are not being met. Obviously, numerous modifications and variations of the present invention are possible in light of the above teachings. For example, while the invention has been described using a store system as an example, the invention is not so limited but may be applied to any point-of-sale system where response to sales trends is desired. Further, while the invention is described as a system, it may also be implemented in software on a recording medium. It is therefore to be understood that within the scope of the appended claims, the invention may be practiced otherwise than as specifically described herein.

Claims

Claims:

1. A system for responding to trends, comprising: at least one point-of-sale system; a host computer system electronically linked with said at least one point-of-sale system; and a trend analysis system electronically linked with said host system.

2. A system as recited in claim 1, wherein: said host system comprises means for linking a trend with a desired response; and said trend analysis system comprises means for generating an instruction to produce an action in said point-of-sale system for responding to said trend.

3. A system as recited in claim 2, wherein: said point-of-sale system comprises a printer for printing a coupon in response to said instruction.

4. A system as recited in claim 2, wherein: said point-of-sale system comprises a means for issuing a discount for a purchased product in response to said instruction.

5. A system as recited in claim 2, wherein: said host system is remotely linked with said trend analysis system; said host system comprises means for transferring information linking said trend with said desired response to said trend analysis system; and said trend analysis system comprises means for generating an instruction using said information and means for transferring said instruction to said host system.

6. A system as recited in claim 5, wherein: said trend analysis system comprises means for transferring said instruction to produce said action in said point-of-sale system for responding to said trend.

7. A system as recited in claim 1, wherein said trend analysis system comprises: means for generating a response to a trend in said point-of-sale system; an Internet connection; means for sending direct electronic communications related to said response using said connection; and means for sending information relating to said response to at least one web page using said connection.

8. A system as recited in claim 1, wherein: said point-of-sale system comprises a display; and said trend analysis system comprises means for generating a response to a trend in said point- of-sale system, and means for generating information relating to said response to be displayed on said display.

9. A system as recited in claim 1, wherein: said point-of-sale system comprises an electronic shelf price label; and said trend analysis system comprises means for generating a response in said point-of-sale system to a trend including changing a price of a product displayed by said electronic shelf price label.

10. A system as recited in claim 1, wherein said trend analysis system comprises: a database storing information relating to at least one of historical share and volume values for means for a product purchased using said point-of-sale system; and means for comparing at least one said historical share and volume values with at least one share and volume values determined from transactional data obtained using said point-of-sale system.

11. A system as recited in claim 10, wherein: said trend analysis system comprises means for automatically generating a response to a trend determined using at least one of said historical share and volume values and at least one of said share and volume values determined from said transactional data.

12. A system as recited in claim 1, wherein: said point-of-sale system comprises a transactional data file storing transactional data related to purchases made using said point-of-sale system; and said trend analysis system comprises means for automatically generating a desired response o a purchasing trend using said transactional data.

13. A system as recited in claim 12, wherein said trend analysis system comprises: a database storing information relating to at least one of historical share and volume values for means for said product; and means for comparing at least one said historical share and volume values with at least one share and volume values determined from said transactional data.

14. A system as recited in claim 12, wherein: said point-of-sale system comprises an operational data file storing operating parameters for said point-of-sale system; and said means for automatically generating said desired response comprises means for automatically generating an instruction for updating said operating parameters.

15. A system as recited in claim 14, wherein: said operational data file stores information relating to at least one of a coupon associated with a purchased product, a price for said product, and a discount for said product; and said means for automatically generating said instruction updating said operating parameters one of activates generation of said coupon, changes said price for said product, and activates said discount for said product.

16. A system as recited in claim 1, wherein: said point-of-sale system comprises a transactional data file storing transactional data related to purchases made using said point-of-sale system; said trend analysis system comprises a computer programmed to automatically generate a desired response to a purchasing trend using said transactional data.

17. A system as recited in claim 16, wherein: said point-of-sale system comprises an operational data file storing operating parameters for said point-of-sale system; and said computer is programmed to automatically generate an instruction for updating said operating parameters.

18. A system as recited in claim 17, wherein: said operational data file stores information relating to at least one of a coupon associated with a purchased product, a price for said product, and a discount for said product; and said computer is programmed to generate said instruction to one of activate generation of said coupon, change said price for said product, and activate said discount for said product.

19. A system as recited in claim 1 , wherein: said host system comprises means for linking one of a share trend and a volume trend of a product purchased using said point-of-sale system with a desired promotion; and said trend analysis system comprises means for automatically generating an instruction to produce an action in said point-of-sale system for responding to at least one of said trends using said promotion.

20. A system as recited in claim 19, wherein: said means for linking generates information comprising at least one of a desired share volume and a desired volume value linked with said desired promotion; said trend analysis system comprises means for determining at least one of a share and volume value using said transactional data obtained from said point-of sale system; said trend analysis system compares at least one of said desired share and volume values with at least one of a respective determined share and volume trend; and said trend analysis system automatically generates said response based upon said comparison.

21. A system as recited in claim 19, wherein: said point-of-sale system comprises a transactional data file storing transactional data relating to purchases of a product; and said trend analysis system comprises means for determining at least one of said share trend and said volume trend using said transactional data.

22. A system as recited in claim 21, wherein said trend analysis system comprises: a database storing information relating to at least one of historical share and volume values for said product; and means for comparing at least one of said historical share and volume values with at least one of share and volume values, respectively, determined from said transactional data.

23. A system as recited in claim 1, wherein: said point-of-sale system comprises a transactional data file storing transactional data relating to purchases of a product; said host system comprises means for generating information linking one of a share trend and a volume trend of a product purchased using said point-of-sale system with a desired promotion; and said trend analysis system comprises means for automatically generating an instruction to produce an action in said point-of-sale system for responding to at least one of said trends using said promotion, said transactional data and said information.

24. A system as recited in claim 1, wherein said trend analysis system comprises: a database storing at least promotional information; and a computer connected to said database.

25. A system as recited in claim 24, wherein: said host system comprises means for linking a trend with a desired response; and said trend analysis system comprises means for generating an instruction to produce an action in said point-of-sale system for responding to said trend using said promotional information.

26. A system as recited in claim 24, wherein: said point-of-sale-system comprises a memory storing purchasing promotional information; said trend analysis system comprises means for automatically generating an instruction for updating said purchasing promotional information in said memory for using said promotional information.

27. A system as recited in claim 24, wherein: said at least one point-of-sale system comprises a display; and said trend analysis system comprises means for selecting promotional information from said database and transferring selected promotional information to said at least one point-of-sale system for display on said display.

28. A system as recited in claim 24, wherein: said point-of-sale-system comprises a memory storing information relating to terms of a promotional offer; said trend analysis system comprises means for automatically generating an instruction for updating said terms of said promotional offer using said promotional information.

29. A system as recited in claim 24, wherein said trend analysis system comprises: an Internet connection; means for automatically sending direct electronic communications containing first selected promotional information selected based upon an analyzed trend using said connection; and means for automatically sending second selected promotional information relating to said trend to at least one web page using said connection.

30. A system as recited in claim 24, wherein: said at least one point-of-sale system comprises an electronic shelf price label; and said trend analysis system comprises means for changing a price of a product displayed by said electronic shelf price label using said promotional information.

31. A system as recited in claim 24, wherein: said database stores information relating to at least one of historical share and volume values for means for a product purchased using said point-of-sale system; and said computer is programmed to compare at least one said historical share and volume values with at least one share and volume values determined from transactional data obtained using said terminal.

32. A system as recited in claim 25, wherein: said computer is programmed to automatically generate a response to a trend determined using at least one of said historical share and volume values and at least one of said share and volume values determined from said transactional data.

33. A trend analysis system, comprising: at least one point-of-sale terminal; and a trend system connected with said point of sale system.

34. A system as recited in claim 33, wherein said trend system is resident within said point of sale terminal.

35. A system as recited in claim 34, comprising: at least a second point of sale terminal connected to said at least one terminal.

36. A system as recited in claim 33, wherein: said terminal comprises means for linking a trend with a desired response; and said trend analysis system comprises means for generating an action in said terminal for responding to said trend.

37. A system as recited in claim 33, wherein at least one of: said at least one terminal comprises a printer for printing a coupon; and said at least one terminal comprises a means for issuing a discount for a purchased product.

38. A system as recited in claim 33, comprising: said trend system having means for generating a response to a trend in said at least one terminal ; an Internet connection; means for sending direct electronic communications related to said response using said connection; and means for sending information relating to said response to at least one web page using said connection.

39. A system as recited in claim 33, wherein: said at least one terminal comprises a display; and said trend analysis system comprises means for generating a response to a trend in said at least one terminal, and means for generating information relating to said response to be displayed on said display.

40. A system as recited in claim 33, comprising: an electronic shelf price label connected to said terminal; and said trend analysis system comprises means for generating a response to a trend in said at least one terminal including changing a price of a product displayed by said electronic shelf price label.

41. A system as recited in claim 33, wherein said trend analysis system comprises: a database storing information relating to at least one of historical share and volume values for means for a product purchased using said at least one terminal; and means for comparing at least one said historical share and volume values with at least one share and volume values determined from transactional data obtained using said at least one terminal.

42. A system as recited in claim 41 , wherein: said trend analysis system comprises means for automatically generating a response to a trend determined using at least one of said historical share and volume values and at least one of said share and volume values determined from said transactional data.

43. A system as recited in claim 33, wherein: said terminal comprises a transactional data storage device storing transactional data related to purchases made using said terminal; and said trend analysis system comprises means for automatically generating a desired response to a purchasing trend using said transactional data.

44. A system as recited in claim 43, wherein said trend analysis system comprises: a database storing information relating to at least one of historical share and volume values for means for said product; and means for comparing at least one said historical share and volume values with at least one share and volume values determined from said transactional data.

45. A system as recited in claim 43, wherein: said terminal comprises an operational data file storing operating parameters; and said means for automatically generating said desired response comprises means for automatically generating an instruction for updating said operating parameters.

46. A system as recited in claim 45, wherein: said operational data file stores information relating to at least one of a coupon associated with a purchased product, a price for said product, and a discount for said product; and said means for automatically generating said instruction updating said operating parameters one of activates generation of said coupon, changes said price for said product, and activates said discount for said product.

47. A system as recited in claim 33, wherein: said terminal comprises means for linking one of a share trend and a volume trend of a product purchased with a desired promotion; and said trend analysis system comprises means for automatically generating an instruction to produce an action in said terminal for responding to at least one of said trends using said promotion.

48. A system as recited in claim 47, wherein: said means for linking generates information comprising at least one of a desired share volume and a desired volume value linked with said desired promotion; said trend analysis system comprises means for determining at least one of a share and volume value using said transactional data obtained from said terminal; said trend analysis system comprises means for comparing at least one of said desired share and volume values with at least one of a respective determined share and volume trend; and said trend analysis system automatically generates said response based upon said comparison.

49. A system as recited in claim 47, wherein: said terminal comprises a transactional data file storing transactional data relating to purchases of a product; and said trend analysis system comprises means for determining at least one of said share trend and said volume trend using said transactional data.

50. A system as recited in claim 48, wherein: said system comprises a database storing information relating to at least one of historical share and volume values for means for said product; and said trend system comprises means for comparing at least one of said historical share and volume values with at least one share and volume values, respectively, determined from said transactional data.

51. A system as recited in claim 33, wherein: said terminal comprises a transactional data file storing transactional data relating to purchases of a product; said terminal comprises means for generating information linking one of a share trend and a volume trend of a product purchased using said point-of-sale system with a desired promotion; and said trend analysis system comprises means for automatically generating an instruction to produce an action in said point-of-sale system for responding to at least one of said trends using said promotion, said transactional data and said information.

52. A system as recited in claim 33, wherein said trend analysis system comprises: a database storing at least promotional information; and a computer connected to said database.

53. A system as recited in claim 52, wherein: said terminal comprises means for linking a trend with a desired response; and said trend analysis system comprises means for generating an instruction to produce an action in said terminal for responding to said trend using said promotional information.

54. A system as recited in claim 52, wherein: said terminal comprises a memory storing purchasing promotional information; said trend analysis system comprises means for automatically updating said purchasing promotional information in said memory for using said promotional information.

55. A system as recited in claim 52, wherein: said terminal comprises a display; and said trend analysis system comprises means for selecting promotional information from said database for display on said display.

56. A system as recited in claim 52, wherein: said terminal comprises a memory storing information relating to terms of a promotional offer; said trend analysis system comprises means for automatically updating said terms of said promotional offer using said promotional information.

57. A system as recited in claim 52, comprising: an Internet connection; means for automatically sending direct electronic communications containing first selected promotional information selected based upon an analyzed trend using said connection; and means for automatically sending second selected promotional information relating to said trend to at least one web page using said connection.

58. A system as recited in claim 52, comprising: an electronic shelf price label; and means for changing a price of a product displayed by said electronic shelf price label using said promotional information.

59. A system as recited in claim 52, wherein: said database stores information relating to at least one of historical share and volume values for means for a product purchased using said terminal; and said trend system comprises means for comparing at least one said historical share and volume values with at least one share and volume values determined from transactional data obtained using said terminal.

60. A system as recited in claim 59, comprising: means for automatically generating a response to a trend determined using at least one of said historical share and volume values and at least one of said share and volume values determined from said transactional data.

61. A method for analyzing trends, comprising: collecting transactional data relating to purchases of a product; analyzing at least one trend using said transactional data; and automatically generating a response to said at least one trend.

62. A method as recited in claim 61, comprising: generating information linking said at least one trend with a desired response; and automatically generating said response using said information and said transactional data.

63. A method as recited in claim 62, wherein generating said information comprises: determining at least one of share and volume values using said transactional data; correlating a desired response with at least one of desired share and volume values; comparing at least one of said desired share and volume values and a respective one of share and volume values generated using said transactional data; automatically implementing said desired response based upon said comparing.

64. A method as recited in claim 61, comprising: collecting transactional data using a point-of-sale system; and automatically generating an instruction to said point-of-sale system to respond to said trend using said transactional data.

65. A method as recited in claim 64, comprising: storing promotional information remote from said point-of-sale system; automatically generating a response to said trend by sending said promotional information to said system.

66. A method as recited in claim 64, comprising: storing operational information in said point-of-sale system; automatically generating a response to said trend by automatically updating said operational information.

67. A method as recited in claim 64, comprising: electronically displaying a price of said product; automatically updating said price in response to said trend.

68. A method as recited in claim 64, comprising: storing promotional information in said point-of-sale system; and automatically generating said instruction to said point-of-sale system to respond to said trend using said promotional information.

69. A method as recited in claim 68, wherein: using said promotional information comprises printing a coupon.

70. A method as recited in claim 68, wherein: using said promotional information comprises reducing a price of said product.

71. A method as recited in claim 68, wherein: using said promotional information comprises discounting said product.

72. A method as recited in claim 68, comprising: automatically responding to said trend by automatically generating a direct electronic communication containing promotional information to prospective purchasers of said product.

73. A method as recited in claim 68, comprising: automatically responding to said trend by automatically sending information containing promotional information to be posted on the Internet.

74. A method as recited in claim 68, comprising: automatically sending information including promotional information for display at an establishment offering said product for sale.

75. A method as recited in claim 68, wherein: automatically generating said instruction comprises updating said promotional information.

76. A method as recited in claim 75, wherein: using said promotional information comprises printing a coupon.

77. A method as recited in claim 75, wherein: using said promotional information comprises reducing a price of said product.

78. A method as recited in claim 75, wherein: using said promotional information comprises discounting said product.

79. A method as recited in claim 61, comprising: generating information linking said at least one trend with said response; and automatically generating said response using said information and said transactional data.

80. A method as recited in claim 61, wherein said analyzing step comprises: determining at least one of share and volume values for said purchases of said product; and comparing said at least one share and volume values with historical share and volume values or purchases of said product.

81. A method as recited in claim 80, comprising: determining whether to implement said desired promotion based upon said comparing; and selectively automatically implementing said desired promotion.

82. A method as recited in claim 80, wherein said generating step comprises: automatically generating said response using said compared values.

83. A method as recited in claim 82, comprising: automatically generating said response using preselected promotional information.

84. A method as recited in claim 61, comprising: determining at least one of share and volume information using said transactional data; generating linking information linking at least one of a desired share and volume information with a desired promotion; determining whether to implement said desired promotion based upon comparing at least one said determined share and volume information with at least one of respective said desired share and volume information; and selectively automatically implementing said desired promotion.

85. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 61.

86. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 62.

87. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 63.

88. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 64.

89. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 65.

90. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 66.

91. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 67.

92. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 68.

93. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 69.

94. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 70.

95. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 71.

96. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 72.

97. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 73.

98. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 74.

99. A computer program product comprising a recording medium having computer-readable information coded to implement the method recited in claim 75.

100. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 76.

101. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 77.

102. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 78.

103. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 79.

104. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 80.

105. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 81.

106. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 82.

107. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 83.

AMENDED CLAIMS

[received by the International Bureau on 15 May 2000 (15.05.00); original claims 13, 22, 31, 50 and 59 cancelled; original claims 1, 4, 10-12, 15, 18, 24, 27, 33,

37, 41-44, 46, 52, 55, 61, 63, 80-82 and 84 amended; other claims unchanged (14 pages)]

1. A system for responding to trends, comprising: a database storing information relating to at least one of historical share and volume values for a product; at least one point-of-sale system: a host computer system coupled to said at least one point-of-sale system; a trend analysis system coupled to said host system and said database, said trend analysis system configured to compare at least one of said histoπcal share and volume values with at least one of share and volume values determined from transaction data obtained using said pomt-of-sale system.

2. A system as recited in claim 1. wherein: said host system comprises means for linking a trend with a desired response; and said trend analysis system comprises means for generating an instruction to produce an action in said point-of-sale system for responding to said trend.

3. A system as recited in claim 2, wherein: said point-of-sale system comprises a pπnter for printing a coupon in response to said instruction.

4. A system as recited in claim 2, wherein: said pomt-of-sale system compπses means for issuing a discount for a purchased product in response to said instruction.

5. A system as recited in claim 2. wherein: said host system is remotely linked with said trend analysis system; said host system compπses means for transferπng information linking said trend with said desired response to said trend analysis system; and said trend analysis system compπses means for generating an instruction using said information and means for transferπng said instruction to said host system.

6. A system as recited in claim 5, wherein: said trend analysis system compπses means for transferπng said instruction to produce said action in said point-of-sale system for responding to said trend.

7 A system as recited in claim 1. wherein said trend analysis system compπses: means for generating a response to a trend m said point-of-sale system: an Internet connection; means for sending direct electronic communications related to said response using said connection; and means for sending information relating to said response to at least one web page using said connection.

8. A system as recited in claim 1, wherein: said point-of-sale system comprises a display; and said trend analysis system comprises means for generating a response to a trend in said point-of-sale system, and means for generating information relating to said response to be displayed on said display.

9. A system as recited in claim 1, wherein: said point-of-sale system comprises an electronic shelf price label; and said trend analysis system comprises means for generating a response in said point-of- sale system to a trend including changing a price of a product displayed by said electronic shelf price label.

10. A system for responding to trends, comprising: at least one point-of-sale system; a host computer system electronically linked with said at least one point-of-sale system; and a trend analysis system electronically linked with said host system, wherein the point-of-sale system comprises a printer configured to print a coupon in response to an instruction generated by the trend analysis system.

11. A system as recited in claim 1 , wherein: said trend analysis system comprises means for automatically generating a response to a trend determined using at least one of said historical share and volume values and at least one of said share and volume values determined from said transactional data.

12. A system as recited in claim 1, wherein: said point-of-sale system comprises a transactional data file storing the transactional data related to purchases made using said point-of-sale system; and said trend analysis system comprises means for automatically generating a desired response to a purchasing trend using said transactional data.

13. (Deleted)

15. A system as recited in claim 14, wherein: said operational data file stores information relating to at least one of a coupon associated with a purchased product, a price for said product, and a discount for said product; and said means for automatically generating said instruction for updating said operating parameters performs an operation selected from the group consisting of: activating generation of said coupon, changing said price for said product, and activating said discount for said product.

18. A system as recited in claim 17, wherein: said operational data file stores information relating to at least one of a coupon associated with a purchased product, a price for said product, and a discount for said product; and said computer is programmed to generate said instruction, said instruction selected from the group consisting of: activate generation of said coupon, change said price for said product, and activate said discount for said product.

19. A system as recited in claim 1, wherein: said host system comprises means for linking one of a share trend and a volume trend of a product purchased using said point-of-sale system with a desired promotion; and said trend analysis system comprises means for automatically generating an instruction to produce an action in said point-of-sale system for responding to at least one of said trends using said promotion.

22. (Deleted)

24. A system as recited in claim 1, wherein said trend analysis system comprises: another database storing at least promotional information; and a computer connected to the other database.

27. A system as recited in claim 24, wherein: said at least one point-of-sale system comprises a display; and said trend analysis system comprises means for selecting promotional information from the other database and transferring selected promotional information to said at least one point-of-sale system for display on said display.

31. (Deleted)

33. A trend analysis system, comprising: at least one point-of-sale terminal; and a trend system coupled to said point-of-sale terminal and a database storing information relating to at least one of historical share and volume values for a product, said trend system configured to compare at least one of said historical share and volume values with at least one of share and volume values determined from transaction data obtained using said point-of-sale terminal.

37. A system as recited in claim 33, wherein at least one of: said at least one terminal comprises a printer for printing a coupon; and said at least one terminal comprises means for issuing a discount for a purchased product.

38. A system as recited in claim 33, comprising: said trend system having means for generating a response to a trend in said at least one terminal; an Internet connection; means for sending direct electronic communications related to said response using said connection; and means for sending information relating to said response to at least one web page using said connection.

41. A trend analysis system, comprising: at least one point-of-sale terminal; a trend system connected with said point of sale system; and a printer coupled to the trend system and configured to print a coupon in response to an instruction generated by the trend system.

42. A system as recited in claim 33, wherein: said trend analysis system comprises means for automatically generating a response to a trend determined using at least one of said historical share and volume values and at least one of said share and volume values determined from said transactional data.

43. A system as recited in claim 33, wherein: said terminal comprises a transactional data storage device storing the transactional data related to purchases made using said terminal; and said trend analysis system comprises means for automatically generating a desired response to a purchasing trend using said transactional data.

44. A system as recited in claim 43, wherein said trend analysis system comprises: the database.

46. A system as recited in claim 45, wherein: said operational data file stores information relating to at least one of a coupon associated with a purchased product, a price for said product, and a discount for said product; and said means for automatically generating said instruction updating said operating parameters performs an operation selected from the group consisting of: activating generation of said coupon, changing said price for said product, and activating said discount for said product.

50. (Deleted)

52. A system as recited in claim 33, wherein said trend analysis system comprises: another database storing at least promotional information; and a computer connected to the other database.

55. A system as recited in claim 52, wherein: said terminal comprises a display; and said trend analysis system comprises means for selecting promotional information from the other database for display on said display.

59. (Deleted)

61. A method for analyzing trends, comprising: collecting transactional data relating to purchases of a product; analyzing at least one trend using said transactional data; determining at least one of share and volume values for said purchases of said product; comparing said at least one share and volume values with historical share and volume values for purchases of said product; and automatically generating a response to said at least one trend.

63. A method as recited in claim 62, wherein generating said information comprises: correlating the desired response with at least one of desired share and volume values; comparing at least one of said desired share and volume values and a respective one of the share and volume values determined for the purchases of the product; and automatically implementing said desired response based upon said comparing.

80. A method for analyzing trends, comprising: collecting transactional data relating to purchases of a product; analyzing at least one trend using said transactional data; automatically generating an instruction to a point-of-sale system in response to the at least one trend; and printing a coupon at the point-of-sale system in response to the instruction.

81. A method as recited in claim 61, comprising: determining whether to implement a desired promotion based upon said comparing; and selectively automatically implementing the desired promotion.

82. A method as recited in claim 61, wherein said generating step comprises: automatically generating said response using said compared values.

84. A method as recited in claim 61, comprising: generating linking information linking at least one of a desired share and volume information with a desired promotion; determining whether to implement said desired promotion based upon comparing at least one said determined share and volume information with at least one of respective said desired share and volume information; and selectively automatically implementing said desired promotion.

85. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 61.

86. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 62.

87. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 63.

88. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 64.

89. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 65.

90. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 66.

91. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 67.

92. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 68.

93. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 69.

94. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 70.

95. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 71.

96. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 72.

97. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 73.

98. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 74.

99. A computer program product comprising a recording medium having computer- readable information coded to implement the method recited in claim 75.