Technical Overview

John Seaner

August 31, 2011

1

Discussion Topics

Integration Options

Centralized Architectures

Decentralized Architectures

Hybrid Architectures

Checkout Protocols

Customer Nomadism

Customer Use Cases

2

Implementation of Entire Maxxing Platform

3

Integration Maxxing with Existing Systems

External data (customers, items, targets) is copied to a shared folder (CSV, XML, DB extraction, etc.).

Offer definitions can also be imported; however, coupon templates must be designed in Maxxing.

4

Centralized Architecture

A central server and its backup ‒ Configure and view offers ‒ View daily operations statistics ‒ Manage profiles and maintenance ‒ Trigger offers and send documents to

deployment channels ‒ Communicate with the POS system and other

deployment channels ‒ Record transactions history ‒ Create and update targeting and segmentation

data

Workload is balanced between central server and its backup to prevent interference between real time queries (promotion execution) and batch queries

Central Server

Central Backup Server

Mobility Request

Transaction Request

Backup Transaction Request

POS 1 POS n

5

Centralized Architecture: Split Central/Execution Server

Central Server

Central Backup Server

Mobility Request

Transaction Request

Backup Transaction Request

Store Execution

Server

Shared Store

Execution Backup Server

POS 1 POS n

A central server and its backup ‒ Configure and view offers ‒ View daily operations statistics ‒ Manage profiles and maintenance ‒ Record transactions history ‒ Performance reporting ‒ Create and update targeting and

segmentation data

Execution servers and their backup ‒ Trigger offers and send documents to

deployment channels ‒ Communicate with the POS system

and other deployment channels ‒ Create and update targeting and

segmentation data ‒ Send transaction history and statistics

to central server

One execution server manages a cluster of stores, each with a shared execution server

6

Decentralized Architecture: 1 Execution Server Per Store

A central server and its backup ‒ Configure and view offers ‒ View daily operations statistics ‒ Manage profiles ‒ Maintenance operations ‒ Record transactions history ‒ Performance reporting ‒ Create and update targeting and

segmentation data

Execution servers and their backups ‒ Trigger offers ‒ Send documents to deployment

channels ‒ Communicate with the POS system

and other deployment channel devices

‒ Create and update targeting and segmentation data

‒ Send transaction history and statistics to central server

One execution server per store

Central Server

Central Backup Server

Store Execution

Server

POS 1 POS n

Mobility Request

Transaction Request

Backup Transaction Request

Shared Store

Execution Backup Server

7

Hybrid Architecture

A central server and its backup ‒ Configure and view offers ‒ View daily operations statistics ‒ Manage profiles and maintenance

Record transactions history ‒ Performance reporting ‒ Create and update targeting and

segmentation data

Execution servers and their backup ‒ Trigger offers and send documents

to deployment channels ‒ Communicate with the POS system

and other deployment channels ‒ Create and update targeting and

segmentation data ‒ Send transaction history and

statistics to central server

Largest stores have their own execution servers while smaller stores share an execution server

Central Server

Central Backup Server

Store Execution Server

Shared Store

Execution Server

POS 1 POS n

Mobility Request

Transaction Request

Backup Transaction Request

Shared Store

Execution Backup Server

POS 1 POS n

8

Hybrid Architecture: POS and Backup

A central server and its backup ‒ Configure and view offers ‒ View daily operations statistics ‒ Manage profiles and maintenance ‒ Record transactions history ‒ Performance reporting ‒ Create and update targeting and

segmentation data

POS system integrates execution engine and can reach a backup execution server

‒ Trigger offers and sends documents to deployment channels

‒ Communicate with the POS system and other deployment channels

‒ Create and update targeting and segmentation data

‒ Send transaction history and statistics to central server

POS system integrates Execution Module and backup is located remotely in case execution engine stops at the POS

Central Server

Central Backup Server

Shared Store

Backup Server

POS 1 POS n

Mobility Request

Transaction Request

Backup Transaction Request

POS 1 POS n

9

Checkout Protocol – General Transaction Process

POS System Maxxing Server

Loyalty card is swiped

<Total> key is pressed and the request is sent

Payment is made

Rewards, coupons, vouchers, etc. are computed

Application of offer, discount, points, etc. upon payment means

Coupon is printed

Print Request

9050

9060

9100

9110

9220

9230

10

Customer Nomadism and Security Management

10

Maxxing Central Server

Maxxing Execution

Server

Maxxing Execution

Server

Maxxing Execution

Server

11

Technical Overview: Simply Market

1. Shopping cart sent to server

2. Calculation and response sent to checkout

3. Interactive offer 4. Coupon sent via

URL or PDF in email

Flat file for promotions

Offline Mode: If network is down or response delayed, then promotion execution is managed thru a Maxxing execution engine installed on the POS server.

Segmentation via RFM and SMBNB classifications

ECOMMERCE

Nomadism request if unknown customer

Data synchronization

Web Services

1. Receipt sent to server

2. Calculation and response to POS

3. Coupon printed

Marketing creates offers and designs coupons

MASS COMMUNICATION Multipart coupon transmitted every hour via XML flow

Syndicated Sales Data: - Week - Card holder - Department

Maxxing Central Server

Maxxing Execution

Server

POS Server

Item and Store Data

POS History

Maxxing Execution

Server

Loyalty Card

IN-STORE ISO

8583

300 grocery stores equipped with an average of 10 POS per store implemented in less than 90-days

POS Server

Maxxing Execution

Server

Customer and

Loyalty Data

12

Technical Overview: Father and Sons

1. Shopping cart sent to server

2. Calculation and response sent to checkout

3. Interactive offer 4. Coupon sent via

URL or PDF in email

ECOMMERCE

Nomadism request if unknown customer

Data synchronization

Web Services

1. Receipt sent to server

2. Calculation and response to POS

3. Coupon printed

Marketing creates offers and designs coupons

Maxxing Central Server

Item and Store Data

Customer and

Loyalty Data

POS History

Loyalty Card

IN-STORE

POS Server

Maxxing Execution

Server

POS Server

Maxxing Execution

Server

Web Services

Apparel retailer with 25 stores and average of 2 POS per store implemented in less than 90-days