Appeal No. 2003-0293
Application No. 09/472,197 Page 14
advantage of presenting customers incentives they would be
interested in, and that therefore, the combination of Scroggie
sand Jermyn would be redundant. It is further argued that there
would have to be a showing that Jermyn's technique for
customizing purchasing incentives somehow has an advantage over
Scroggie for there to be a motivation to combine the teachings of
Scroggie and Jermyn.
Scroggie maintains a database having a user's purchase
history. The data base is developed as a result of consumers
being uniquely identified on each visit to a store, by use of a
frequent shopper card, a credit card, or some other form of
identification (page 20). Jermyn is directed to a method and
apparatus for generating a purchase incentive mailing based upon
prior purchase history (col. 1, lines 1-4). Global consumer
purchase database 32 contains a complete purchase history for
each identifiable consumer for some relatively long period of
time, such as one year. Jermyn additionally categorizes or
profiles each consumer household in terms of its apparent loyalty
to promoted brands of products. Three profile categories are
shown in figure 3. They include: consumers loyal to competitive
brands, consumers who are loyal to the promoted brand, and
consumers who are new to the promoted product category. The
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