Patent Publication Number: US-2016239859-A1

Title: Representation and dissemination of user preferences

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
     This application is a U.S. National Stage filing under 35 U.S.C. §119, based on and claiming benefit of and priority to SG Patent Application No. 10201501240W filed Feb. 17, 2015. 
    
    
     FIELD OF THE INVENTION 
     The following discloses arrangements for representation and dissemination of user preferences. 
     BACKGROUND 
     In a digital ecosystem, users have unique preferences based on lifestyle and social needs. Some users hold online privacy in high regard, and take measures possible to minimize their online presences. Conversely, some users are open to maximizing their online presence. 
     A user can set his/her privacy settings, at a content provider&#39;s website, to customize the type of content, and the frequency that the content is delivered to the user. Online marketing and advertising agencies, electronic commerce (e-commerce), and social media websites utilize these user preferences to increase the relevance and receptivity of the content delivered to the user. 
     To maintain the same level of privacy across multiple websites a user repeats the process of setting his/her user preferences at another content provider&#39;s website from which the user wishes to receive content. Content providers to whom the user has not indicated his/her user preferences delivers information or advertisements that are irrelevant to the user, or too frequently. This causes the user to have a negative impression of the new content provider. If a user wants to modify the user preferences, he/she would have to approach each of the plurality of content providers to modify the settings, which is a highly inefficient process. 
     Thus, there is a want for a simple and robust method for the representation and dissemination of user preferences. Furthermore, other desirable features and characteristics will become apparent from the subsequent detailed description and the appended claims, taken in conjunction with the accompanying drawings and this background of the disclosure. 
     SUMMARY 
     In a first aspect of the present invention, a method for disseminating user preference data is disclosed, the method comprising: determining a user preference representation, wherein the user preference representation is configured to represent user preference data of a user towards any one or more of promotions, purchases and payment; and disseminating the user preference representation to a plurality of recipients, wherein the plurality of recipients processes the user preference representation to recover the user preference data of the user, to regulate delivery of content to the user. 
     In a second aspect of the present invention, a server for disseminating user preference data is disclosed, the server comprising: at least one processor; and at least one memory including computer program code; the at least one memory and the computer program code configured to, with the at least one processor, cause the server at least to: determine a user preference representation in response to user preference data received by the server, wherein the user preference representation is configured to represent user preference data of a user towards any one or more of promotions, purchases and payment; and disseminate the user preference representation to a plurality of recipients, wherein the plurality of recipients processes the user preference representation to recover the user preference data of the user, to regulate delivery of content to the user. 
     In a third aspect of the present invention, a computer readable storage medium having a computer program recorded therein is disclosed, the program being executable by a computer apparatus to configure the computer apparatus at least to: determine a user preference representation, wherein the user preference representation is configured to represent user preference data of a user towards any one or more of promotions, purchases and payment; and disseminate the user preference representation to a plurality of recipients, wherein the plurality of recipients processes the user preference representation to recover the user preference data of the user, to regulate delivery of content to the user. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The accompanying figures, where like reference numerals refer to identical or functionally similar elements throughout the separate views and which together with the detailed description below are incorporated in and form part of the specification, serve to illustrate various embodiments, by way of example only, and to explain various principles and advantages in accordance with a present embodiment. 
         FIG. 1  depicts a flowchart of a method embodying representation and dissemination of user preference data. 
         FIG. 2  depicts a database embodying user preference data. 
         FIG. 3  depicts a block diagram embodying a network for representation and dissemination of user preference data. 
         FIG. 4  depicts an exemplary computing device, to realize a server for the network shown in  FIG. 3 . 
         FIG. 5  depicts an embodiment exemplifying a network of users (consumers) and recipients in communication with a database in which user (consumer) preference data is stored. 
         FIG. 6  depicts an embodiment exemplifying how information is accessed from the database. 
         FIG. 7  depicts an embodiment exemplifying how the database is updated. 
         FIG. 8  depicts an embodiment exemplifying how consumer preference data is transmitted to the consumer preference database in a network. 
         FIG. 9  depicts an embodiment exemplifying how consumer preference data is utilized during an online web transaction. 
       And  FIG. 10  depicts an embodiment exemplifying how consumer preference data is utilized during an in-store transaction. 
     
    
    
     Skilled artisans will appreciate that elements in the figures are illustrated for simplicity and clarity and have not necessarily been depicted to scale. For example, the dimensions of some of the elements in the block diagrams or steps in the flowcharts may be exaggerated in respect to other elements to help improve understanding of the present embodiment. 
     DETAILED DESCRIPTION 
     The following detailed description is merely exemplary in nature and is not intended to limit the invention or the application and uses of the invention. Furthermore, there is no intention to be bound by any theory presented in the preceding background of the invention or the following detailed description. It is the intent of the present embodiment to disclose an improved system to facilitate representation and dissemination of user preference data. 
     As more user devices and software platforms are enabled for electronic commerce (e-commerce), content delivery agents are increasing consumer engagement through omni-channel connections with consumers, thereby facilitating omni-channel retailing. Omni-channel retailing allows merchants to engage with the customers via multiple avenues, including the physical store, online access, or other channels. In this context, omni-channel retailing provides a more efficient means to engage customers in a more personal manner, and provide offers that are relative to a specific consumer determined by purchase patterns, social network affinities, website visits, and loyalty programs that the consumer is enrolled in. Currently, such information on consumer behaviour is collected by individual merchants, and sharing of this information is sluggish. 
     Generally, consumers do not want notifications, alerts, and other communications that are overly intrusive and/or irrelevant. Content delivery agents may adapt to this by customizing the content based on what is in fashion at the moment. However, broad changes to content delivery based on current trends do not cater to the needs of individual customers. In addition to varying preferences regarding content, the individual consumer would have preferences regarding privacy, transaction, and security preferences. These varying preferences across individual consumers would not be addressed on a broad scale. For example, some customers may have different privacy expectations and do not want notifications, alerts, and other communications that they feel are overly intrusive. Alternatively, some consumers are open to receive information and promotions, but only if they are relevant to their interests. Additionally, some consumers may have a preference towards transaction processes with robust security authentication, while some prefer ease of use and convenience. The individuality of consumers makes content delivery a convoluted process for the content delivery agents. 
     Accordingly, there is a need to improve the delivery of information between the content delivery agents and users (e.g. customers, consumers) in this omni-channel eco-system. There exists a need to address three main areas of concern, namely, what, how, and when information is provided to the consumers. 
     The embodiments in the present invention seek to address the above challenges by disclosing means to represent and disseminate user preferences such as preferences for privacy, transaction, content, and security. Further, the embodiments in the present invention disclose a system where stakeholders of the omni-channel eco-system are able to contribute and utilize the database of user preference representations. The system may be administered by a central control, such as a payment network, national association, standards body or a government agency, where rules may be enforced, to ensure interoperable implementations and a uniform experience for consumers. 
       FIG. 1  depicts a flowchart  100  of a method embodying representation and dissemination of user preference data in accordance with a present embodiment. In step  102 , a user preference representation is determined for a user, wherein the user preference representation is configured to represent user preference data of a user towards any one or more of promotions, purchases and payment. In one implementation, promotions refer to content that advertises the launch of a new good or service that belong to a classification that holds the user&#39;s interest or a discount being provided on goods or services that the user has a purchase history. Purchases may refer to a record of goods or services that the user has bought, along with a classification under which these goods or services fall. Payment may refer to a record of the medium used to make payment for goods or services, which includes any one or more of cash, a pre-paid card, credit or debit cards and mobile devices having stored thereon payment card data, or other details representing card data. In step  104 , the user preference representation is disseminated to a plurality of recipients, wherein the plurality of recipients processes the user preference representation to recover the user preference data of the user, to regulate delivery of content, from the plurality of recipients of the user preference representation, to the user. 
       FIG. 2  depicts a database  200  that stores user preference data  202 . The user preference data  202  is derived from data related to the user. Additionally, the user preference data  202  also includes database records or input by users. The user preference data  202  comprises data indicative of, or derived from, any one or more of user privacy preferences  204 , user transaction preferences  206 , user content preferences  208  and user security preferences  210 . Although not shown, the user preference data  202  may be purchase data and payment preferences of the user. 
     In the present embodiment, the user privacy preferences  204  comprise user privacy settings  220 , including any one or more of user online status  222 , user location  224  and notification frequency  226 . Preferably, the user online status  222  comprises: (a) online; (b) user offline, or (c) time user was last seen. Preferably, the user location  224  comprises the longitude and latitude of the user&#39;s current or past location. Preferably, the notification frequency comprises: (a) allow all push notifications or (b) do not allow push notifications. In the present embodiment, the user transaction preferences  206  comprises user transaction information  240  including any one or more of product purchase history  242 , transaction amount  244  and frequency of transaction  246 . Preferably, the product purchase history  242  comprises a log of transaction history or types of brands purchased. Preferably, the transaction amount  244  comprises the number of purchases over a certain amount. Preferably, the frequency of transaction  246  comprises the number of transactions over the last  30  days. In the present embodiment, the user content preferences  208  comprises user content information  260  including any one or more of frequently accessed information  262 , topics of interest  264  and content subscription  266 . Preferably, the frequently accessed information  262  comprises the number of times a user had accessed brand X&#39;s webpage. Preferably, the topics of interest  264  comprises user selected preference for X brand handbags. Preferably, the content subscription  266  comprises the promotional mailing lists that a user has subscribed to receive promotional information about brand X. In the present embodiment, the user security preferences  210  comprises user security settings  280  including any one or more of transaction authentication  282 , maximum transaction allowance  284  and merchant whitelist  286 . Preferably, the transaction authentication  282  comprises user preference for high security transaction authentication. Preferably, the maximum transaction allowance  284  comprises a user selected option to allow all purchases below a predetermined amount, for example, $ 200  with basic authentication. Preferably, the merchant whitelist  286  comprises a list of trusted merchants that the user frequently engages for transactions. 
     In an embodiment, a user preference representation is assigned to represent the user preference data  202  including user privacy preferences  204 , user transaction preferences  206 , user content preferences  208  and user security preferences  210 . In an embodiment, the user preference representation is a message comprising any one or more of numbers, text or symbols. Preferably, the user preference representation is an adaptive message that changes as any one or more of the user preference data  202  changes. Alternatively, the user preference representation is a static message that remains constant as any one or more of the user preference data  202  changes. 
     In an embodiment, the user preference representation is configured by the user. As many users may not want, or do not understand enough, to spend much time in setting their preferences, a simple scale may be the basic level of user preference representation. The user, for example, is able to set his/her user privacy preferences  204  to a “High”, a “Medium”, or a “Low” setting. A similar approach may be applied for user transaction preferences  206 , and user security preferences  210 . For user content preferences  208 , the basic representation could be 3 or 4 categories such as (a) send all offers; (b) send offers only for merchandise that are specifically requested; (c) do not send any offers. 
     For sophisticated users, more options are provided to further qualify their user preferences. In an embodiment, the user content preferences  208  includes options such as: “Only provide me with promotions for travel, dining, and entertainment”. In the present embodiment, the user security preferences  210  include options such as: “Necessitate a high security authentication procedure when purchases exceed $50,000, but allow simple authentication procedures when the purchase is below $10 for convenience”. Further, in the present embodiment, the user privacy settings  220  includes options such as: “Provide me with e-mail notifications only from merchants from whom I previously made a purchase”. The user preference representation advantageously provides a simple and efficient means to represent the multitude of user preferences for a user. 
       FIG. 3  depicts a block diagram  300  embodying a network  302  for representation and dissemination of user preference data  202 . A central control (e.g. a server)  304  comprising a database  306 , and staff access terminals  308 , is coupled to the network  302  via a coupling  311 , the coupling  311  comprising a wired and/or wireless coupling. A plurality of user terminals  312  are each coupled to the network  302  via a coupling  310 , the coupling  310  comprising a wired and/or wireless coupling. The central control  304  determines a user preference representation (depicted as data packet  305 ) for each of the plurality of users  312  in response to user preference data received by the central control  304 , wherein the user preference representation  305  is configured to represent user preference data of a user  312  towards any one or more of promotions, purchases and payment. The central control  304  stores the user preference representation  305  into the database  306  for future access. 
     In the present embodiment, a plurality of recipients  320  is also coupled to the network  302  via a coupling  313 , the coupling  313  comprising a wired or wireless coupling. The plurality of recipients  320  comprises content delivery agents  322  including any one or more of websites  324 , merchants  326 , financial institutions  328  and government bodies  330 . 
     The central control  304  operates to disseminate the user preference representation  305  of a user  312  or of a plurality of users to the plurality of recipients  320 . The plurality of recipients  320  processes the user preference representation  305  to recover the user preference data of the user  312 , to regulate delivery of content to the user  312  by delivering content in compliance with the user preference data of the user  312 . The central control  304  provides the user preference representation  305  to the user  312  for approval before dissemination, in a format providing sufficient descriptive detail about the user preference representation. 
     In an embodiment, the user preference data  305  is managed by the central control  304 . The central control  304  comprises any one or more of a payment network, national association, standards body and a government agency, where certain rules can be enforced, to ensure interoperable implementations and uniform experience for the users  312 . The central control  304  is configured to assign a default user preference representation  305  for the user  312 , in the absence of explicit user input. In an embodiment, the user preference representation  305  is based on the user preference data  305  of the user, such as known user choices in adjacent environments (e.g. internet banking) or history of prior purchases. In an embodiment, the user preference data  305  is automatically configured as a “medium setting” in the absence of explicit user input (e.g. medium security, medium privacy, and promotions from merchants of previous purchases). This advantageously provides a simple and robust means to represent user preference data. 
     In a further embodiment, the central control  304  establishes a repository where the plurality of recipients  320  participates in contribution and utilization of user preference representations of a plurality of users  312 . The central control  304  provides methods for the plurality of recipients  320  and users  312  to input and update user preference representations or user preference data into the repository, or to validate user preference representations assigned by the central control  304 . In other embodiments, the central control  304  provides secure storage and secure access to the database  306  of user preference representations for the plurality of recipients  320  and users  312 . Further, the central control  304  maintains and updates the stored user preference representations to keep the database  306  current. In the central control  304  an interface is provided to allow for the plurality of recipients  320  and users  312  to request for user preference representations. These requests are approved or rejected if a criteria of the request does not comply with a criteria predetermined by the repository. The repository advantageously provides a central means to consolidate all user preference data of the user  312 . If the user  312  wishes to change his/her user preference data, it can be performed through the repository, which advantageously removes the need for the user  312  to approach each of the plurality of content delivery agents  322 . 
     The central control  304  may provide the user preference representation  305  as a message comprising text or numbers representative of the user preference data. The user preference representation  305  may be adjusted based on context and environment of the origination of request. In an embodiment, the user preference representation  305  is also adjusted based on dynamic connection to other user preference databases and/or an alternate user preference representation system. In an embodiment, the user preference representations  305  are actual preferences instead of a numerical value. The central control  304  incorporates the results into its own product and service offerings. An adaptive user representation is advantageous as the plurality of recipients may adapt to any changes in the user preference data quickly. 
       FIG. 4  shows an exemplary computing device  400  for one or more systems coupled to the network  302  shown in  FIG. 3 . The computing device  400  may be the user&#39;s access terminal  312  (e.g. mobile device or desktop), the server of the central control  304 , or the plurality of recipient&#39;s  302  computer terminals coupled to the network  302 . The following description of the computing device  400  is provided by way of example only and is not intended to be limiting. Therefore, one or more elements/components of the computing device  400  may be omitted. Also, one or more elements/components of the computing device  400  may be combined together. Additionally, one or more elements/components of the computing device  400  may be split into one or more component parts. 
     With reference to  FIG. 4 , the exemplary computing device  400  includes a processor  403  for executing software routines. Although a single processor is shown for the sake of clarity, the computing device  400  may also include a multi-processor system. The processor  403  is connected to a communication infrastructure  406  for communication with other components of the computing device  400 . The communication infrastructure  406  may include, for example, a communications bus, cross-bar, or network. 
     The computing device  400  further includes a main memory  407 , such as a Random Access Memory (RAM), and a secondary memory  410 . The secondary memory  410  may include, for example, a hard disk drive  412  and/or a removable storage drive  414 , which may include a floppy disk drive, a magnetic tape drive, an optical disk drive, or the like. The removable storage drive  414  reads from and/or writes to a removable storage unit  418  in a well-known manner. The removable storage unit  418  may include a floppy disk, magnetic tape, optical disk, or the like, which is read by and written to by removable storage drive  414 . As will be appreciated by persons skilled in the relevant art(s), the removable storage unit  418  includes a computer readable storage medium having stored therein computer executable program code instructions and/or data. 
     In an alternative implementation, the secondary memory  410  may additionally or alternatively include other similar means for allowing computer programs or other instructions to be loaded into the computing device  400 . Such means can include, for example, a removable storage unit  422  and an interface  450 . Examples of a removable storage unit  422  and interface  450  include a program cartridge and cartridge interface (such as that found in video game console devices), a removable memory chip (such as an EPROM or PROM) and associated socket, and other removable storage units  422  and interfaces  450  which allow software and data to be transferred from the removable storage unit  422  to the computing device  400 . 
     The computing device  400  also includes at least one communication interface  424 . The communication interface  424  allows software and data to be transferred between computing device  400  and external devices via a communication path  426 . In various implementations, the communication interface  424  permits data to be transferred between the computing device  400  and a data communication network  302 , such as a public data or private data communication network. The communication interface  424  may be used to exchange data between different computing devices  400  which such computing devices  400  form part an interconnected computer network  302 . Examples of a communication interface  424  can include a modem, a network interface (such as an Ethernet card), a communication port, an antenna with associated circuitry and the like. The communication interface  424  may be wired or may be wireless. Software and data transferred via the communication interface  424  are in the form of signals which can be electronic, electromagnetic, optical or other signals capable of being received by communication interface  424 . These signals are provided to the communication interface via the communication path  426 . 
     As shown in  FIG. 4 , the computing device  400  further includes a display interface  402  which performs operations for rendering images to an associated display  430  and an audio interface  432  for performing operations for playing audio content via associated speaker(s)  434 . 
     As used herein, the term “computer program product” may refer, in part, to removable storage unit  418 , removable storage unit  422 , a hard disk installed in hard disk drive  412 , or a carrier wave carrying software over communication path  426  (wireless link or cable) to communication interface  424 . A computer readable medium can include magnetic media, optical media, or other recordable media, or media that transmits a carrier wave or other signal. These computer program products are devices for providing software to the computing device  400 . Computer readable storage medium refers to any non-transitory tangible storage medium that provides recorded instructions and/or data to the computing device  400  for execution and/or processing. Examples of such storage media include floppy disks, magnetic tape, CD-ROM, DVD, Blu-ray Disc™, a hard disk drive, a ROM or integrated circuit, USB memory, a magneto-optical disk, or a computer readable card such as a PCMCIA card and the like, whether or not such devices are internal or external of the computing device  400 . Examples of transitory or non-tangible computer readable transmission media that may also participate in the provision of software, application programs, instructions and/or data to the computing device  400  include radio or infra-red transmission channels as well as a network connection to another computer or networked device, and the Internet or Intranets including e-mail transmissions and information recorded on Websites and the like. 
     The computer programs (also called “computer program code”) are stored in main memory  407  and/or secondary memory  410 . Computer programs can also be received via the communication interface  424 . Such computer programs, when executed, enable the computing device  400  to perform one or more method steps of the example embodiment. Accordingly, such computer programs may represent controllers of the computing device  400 . 
     Software may be stored in a computer program product and loaded into the computing device  400  using the removable storage drive  414 , the hard disk drive  412 , or the interface  450 . Alternatively, the computer program product may be downloaded to the computing device  400  over the communications path  426 . The software, when executed by the processor  403 , causes the computing device  400  to perform the necessary operations to execute the method steps as shown in  FIG. 1 . 
     Referring to both  FIGS. 3 and 4 , for example, users  312  are invited to utilize a repository provided by the central control  304 . Users  312  utilize the repository via a website, or through their computing device  400 , accessing a Uniform Resource Locator (URL), scanning a Quick Response Code (QR Code), or via social media. Users will be required to authenticate themselves to gain access, such as providing biometrics, passwords, or other via authentication methods. Users  312  are asked to input user preference data related to user privacy preferences (how often, where, when notifications, solicitations, promotions, alerts can be made to the computing device  400 ), and user content preferences (what type of merchandise or deals that will be relevant). Users are offered default settings for user transaction preferences based on prior purchase history or prior promotion redemption history. In an embodiment, users are offered default settings for user security preferences, based on known use of security and privacy mechanisms such as (Personal Identification Number) PIN or an online three-domain authentication program. In an embodiment, the user utilizes the repository through any one of the participating content delivery agents  322 . 
     In an embodiment, the user is offered a selection of user content preferences regarding promotional content. Examples of default content preferences include: fixed amount discount for overall purchase, fixed amount discount for specific merchandise, percentage discount for overall purchase, percentage discount for specific merchandise, volume purchase discounts (e.g. buy 2 get 1 free), fixed amount or percentage of purchase to be credited to the user&#39;s account directly, credit of fixed amount or percentage of purchase to be used for future purchase. The selection of user content preferences is activated by the user when using a digital wallet. 
     In an embodiment, to utilize the repository provided by the central control  304 , users  312  download a mobile application from the central control  304 , or from other content delivery agents  322 , into their computing device  400 . Upon physical entry into a participating merchant&#39;s  326  premises with the computing device  400 , the user  312  checks-in through Bluetooth Low Energy (BLE) connection or via mobile browser connection to the repository. Check-in could be triggered by Point of sale (POS) system detecting the presence of the computing device  400 , and prompting the application to invite user  312  to check in. Check-in can also be initiated by user  312  directly selecting the repository&#39;s mobile application on the computing device  400  and performing a non-prompted check-in. After check-in, the participating merchant  326  and/or the application initiates a request to the central control  304  to obtain the user&#39;s  312  user preference representation. Such request contains identification and authentication data. Upon authenticating the request, the central control  304  returns a response to the participating merchant  326 . Based on the user preference representation  305  received, the participating merchant  326  tailors the type of promotions delivered to the user  312  in accordance with the user&#39;s privacy preferences. For example, a bigger discount is provided if the user  312  will share purchases with friends via social media (e.g. “likes”), and rewards are provided to the user  312  if other users are referred to utilize the repository. 
     In an embodiment, the central control  304  and the content delivery agents  322  regulates the delivery of content to an individual user  312  by tailoring the transaction experience to user  312  based on the user preference representation  305  of the user  312 . With reference to  FIGS. 2, 3 and 4 , the user preference representation  305  is processed to retrieve user privacy preferences  204 , user transaction preferences  206 , user content preferences  208  and user security preferences  210  of the user  312 . Based on the user content preferences  204 , the content delivery agents  322  provides alerts and notifications to the user&#39;s computing device  400  about a purchase that the user  312  is undertaking, or customize the level of transaction authentication required for the purchase, based on the user&#39;s security preferences  210  (e.g. PIN, M-PIN or 2 nd  factor authentication). Based on the user&#39;s privacy preferences  204 , the user&#39;s location or access means (e.g. Access from a home desktop, internet cafe, or computing device  400 ) could be used to customize the security required for the transaction. For example, the degree of security authentication is elevated if the user  312  undertakes the transaction from a new computing device  400 , an overseas location, or when the user undertakes a transaction in which the transaction amount exceeds that of the user&#39;s usual expenditure. 
     In the embodiment of  FIG. 3 , the central control  304  and the content delivery agents  322  regulates the delivery of content to an individual user  312  by providing related information such as promotions, interests, similar products available from other content delivery agents  322  and product reviews, which are of interest to the user  312 , based on the user preference representation  305  of the user  312 . 
     In an embodiment, the central control  304  and the content delivery agents  322  provides a payment vehicle e.g. a digital wallet, for the users  312 . A mobile application integrates with the digital wallet for purchases through the mobile application. In this embodiment, the mobile application is downloaded and installed on a user&#39;s mobile phone to facilitate the delivery of content based on the user preference representation  305  of the user  312 . Products which are of interest to the user  312  are recommended to the user  312  for purchase when the user  312  is in the vicinity of the merchant  326 . Such purchases are conducted via Near Field Communication (NFC), QR Code, BLE, or through direct mobile browser connection. In various embodiments, the digital wallet is integrated with the user preference representation  305  such that the user&#39;s transaction preferences  206  are selected automatically based on the user preference representation  305 . For example, if the user preference representation  305  allows for low security, high convenience transactions, a promotion is redeemed together with payment in a single interaction between mobile and POS via NFC, QR Code, or BLE, without requiring PIN authentication by the user  312 . 
     The central control  304  and the content delivery agents  322  deliver content such as relevant offers or product information through a POS device of the merchants  326 . The user  312  is provided the option to purchase additional items when checking out at the POS device. If the user preference representation  305  allows for delivery of related content, the POS device displays other items related to the purchase. For example, a product insurance plan is offered when the user  312  is purchasing an expensive electronic device. The POS device displays items that the user  312  had previously purchased to allow the user to repeat the purchase conveniently. The POS device invites users  312  to use a particular payment instrument from a content delivery agent  322 , or perform a self check-out via the repository&#39;s mobile application or POS device. 
     In an embodiment, the POS device receives user preference representation  305  from the user&#39;s mobile phone via NFC, QR Code, or BLE, and subsequently suggests a preferred mode of payment to the user  312 , such as preferred credit card, preferred debit or preferred EMV chip card. Alternatively, the POS device receives user preference representation  305  from a cloud-based transaction service such as an electronic wallet installed in the user&#39;s mobile device. In an alternative embodiment, the electronic wallet is a transaction management service provided by the central control  304  or any of the content delivery agents  322  connected to the network  302 . The POS device transmits details of the transaction to the central control  304  for verification with the participating merchants  326  in order to approve the transaction. 
       FIG. 5  shows an exemplary network  500  of users (e.g. consumers)  502  and a plurality of recipients  510 ,  512 ,  514 ,  516  in communication with a database  520  in which user (e.g. consumer) preference data  530  are stored. In the present embodiment, the consumers are able to store their consumer preference data  530  in the consumer preference database  520  through a web based input interface module  522  of the consumer preference database  520 . In an embodiment, the consumer preference data  530  comprises the consumer&#39;s payment card number  532 , email address  534 , mobile number  536 , and security preference  538 . Banks  510 , networks  512  (e.g. financial institutions, government bodies and internet service providers), social media sites  514 , and merchants  516  contribute to the consumer preference database  520  by depositing consumer preference data  530  which they have collected into the consumer preference database  520 . This advantageously provides a centralized location to store and manage consumer preference data  530  that the banks  510 , networks  512 , social media sites  514 , and merchants  516  have collected. 
     In an embodiment, any one or more banks  510 , networks  512 , social media sites  514 , and merchants  516  are able to request for consumer preference data  530  though the input interface module  522 . To protect the privacy of the consumer, the consumer preference data  530  within the consumer preference database  530  is mapped to a consumer preference representation  540  by an ID mapping service module  524  that is in communication with the consumer preference database  520 . This advantageously provides a convenient means to represent the consumer preference data  532 ,  534 ,  536 ,  538  of a consumer  502 . In an embodiment, the consumer preference representation  540  is devoid of information that can identify the consumer. This advantageously allows for the consumer preference representation  540  to be disseminated to the plurality of recipients  510 ,  512 ,  514 ,  516  for use in market trend analysis without revealing the identity of the consumers. Furthermore, a centralized consumer preference database  520  provides an advantageous means of obtaining large data sets of consumer preference data  530 , particularly useful when conducting market trend analysis. 
       FIG. 6  depicts an alternative embodiment of a network  600  comprising users (e.g. consumers)  602  and recipients (i.e. requestors)  610 ,  612 ,  614 ,  616  in communication with a consumer preference database  620  in which user (e.g. consumer) preference data  621  are stored. Consumers  602 , banks  610 , networks  612 , social media sites  614 , and merchants  616  deposit consumer preference data  621  into the consumer preference database  620  by accessing the consumer preference database  620  using the Application Programming Interface (API)  622  of the consumer preference database  620 . 
     In an embodiment, the deposited consumer preference data  621  is mapped to a consumer (i.e. user) preference representation (not shown) by an ID mapping service module  628 , to separate the personal particulars of the consumers from the consumer preference representation. 
     In the present embodiment, banks  610 , networks  612 , social media  614 , and merchants  616  request for consumer preference data  621  though the API  622  of the consumer preference database  620 . The request is validated by the authentication request service module  624  to determine if the requestor  610 ,  612 ,  614  or  616  is contractually eligible to access the consumer preference database  620 . The request is further validated against a predetermined set of requirements by the consumer protection compliance module  626 , whereby compliance with data privacy rules of the country, intended use of the consumer preference data  621 . Local regulations in relation to dissemination of consumer preference data  621  are also checked by the consumer protection compliance module  626 . 
     In an alternative embodiment, the consumer preference database  620  further comprises an information interchange system module  630  which monitors information being transferred in the network  600 . The information interchange system module  630  advantageously provides authorization and monetary settlement for the deposit, transfer, exchange, and requests of consumer preference data  621  in the network  600 . In an embodiment, the information interchange system module  630  manages monetary settlement between the administrator of the consumer preference database  620  and the merchants  616 , for example, when the merchants  616  contribute to the consumer preference database  620  by depositing consumer preference data  621  into the consumer preference database  620 . In an alternative embodiment, the information interchange system module  630  is coupled to the consumer preference database  620  as an add-on module. 
       FIG. 7  depicts an alternative embodiment of a network  700  comprising consumers  702  and requestors  710  in communication with a consumer preference database  720  in which user consumer preference data  721  of the consumers  702  are stored. Banks  712 , networks  714 , social media sites  716 , and merchants  718  deposit consumer preference data  721  into the consumer preference database  720  by accessing the consumer preference database  720  using the API  722  of the consumer preference database  720 . In accordance to embodiments previously described, the consumer preference database  720  comprises an authentication request service module  724  and a consumer protection compliance module  726  to validate the request by any one or more requestors  710 . The consumer preference database  720  further comprises a ID mapping service  728  which maps the consumer preference data  721  to a consumer preference representation (not shown), wherein the consumer preference representation is devoid of information that can be used to identify the customer. If the request is approved, the consumer preference representation is disseminated to the one or more requestors (i.e. recipients)  710 . In an alternative embodiment, wherein the requestors  710  processes the consumer preference representation to recover the user preference data of the consumer, to regulate delivery of content to the consumer. 
     In the present embodiment, the consumer preference database  720  further comprises an input interface module  730  and an update engine  732 . A consumer  702  inputs  731  consumer preference data  721  into the consumer preference database  720  using the input interface module  730 . In an alternative embodiment, consumer preference data  721  of the consumer  702  that is stored in the consumer preference database  720  is automatically updated by an update engine  732  that is in communication  733  with the consumer  702 . This provides an advantageous means of sustaining a relevant and up-to-date consumer preference database  720 . 
       FIG. 8  depicts an embodiment exemplifying how consumer preference data (not shown) is transmitted to the consumer preference database  802  in a network  800 . A mobile application  822  on the mobile device  820  of the consumer (not shown) is wirelessly connected  815  with a consumer device connection service module  810  in the network  800 . The credential management system  812  in the consumer device connection service module  810  validates the credentials of the consumer (e.g. verifies the identity of the consumer). After the credentials of the consumer are validated, the consumer device connection service module  810  communicates  805  with the consumer preference database  802  to update the consumer preference data of the consumer, in accordance with preceding embodiments. This advantageously provides a convenient and secure means to update the consumer preference database  802  in an automatic and secure manner. 
       FIG. 9  depicts an embodiment exemplifying how consumer preference data is utilized during an online web transaction. In the embodiment, a consumer logs in using a consumer device  902 , such as a personal computer, at the merchant&#39;s online portal. Authentication data is transmitted  912   a  from the consumer device  902  to the merchant online portal  904 . The merchant online portal  904  sends a request  914   a  to the server with the consumer preference database  906  requesting information related to the consumer. The consumer preference database  906  authenticates the request  914   a  as described in above mentioned embodiments, and returns consumer preferences  914   b  of the user to the merchant online portal  904 . The merchant online portal  904  pushes promotions  912   b  to the consumer&#39;s device  902  based on the user&#39;s preference retrieved from the consumer preference database  906 . In the event that the consumer selects a promotion and makes a payment, the merchant online portal  904  sends the payment transaction data  916  to the payment gateway  908 . The transaction data is then transmitted  918  to the payment network  910  where the transaction is processed for authorization. The transaction details are transmitted  920  to the consumer preference database  906  to update the user preference data. The merchant online portal  904  transmits  914   a  consumer redemption data (i.e. data related to promotions that the user purchased, or the coupon that the user redeemed) to the consumer preference database  906  to update the user preference data of the user. This transmission  914   a  of the consumer redemption data to the consumer preference database  906  may be done concurrently with the transmission  918  of the transaction data to the payment network  910 . 
     Accordingly, a method is provided for presenting content to a user during an online web transaction. In step  912   a,  user log-in data from a user  902  is received at a merchant online portal  904 . In step  914   a,  user preference representation of the user is requested from a server having a consumer preference database  906  on which user preference data is stored. In step  914   b,  the user preference representation of the user is received at the merchant online portal  904 . Subsequently, the user preference representation is processed at the merchant online portal  904  to recover user preference data of the user towards any one or more of promotions, purchases and payment. In step  912   b,  promotional content that is relevant to the user is delivered to the user in response to the user preference data of the user. 
       FIG. 10  depicts an embodiment exemplifying how consumer preference data is utilized during an in-store transaction. In the embodiment, a user (consumer) uses a mobile application  1002  to contact a merchant server  1004 . The connection  1012   a  between the mobile app  1002  and the merchant server  1004  is wireless and may be any one or more of WIFI, BLE or NFC. The merchant server  1004  authenticates the connection with mobile application  1002  and generates an identification code to pair with the mobile application  1002  that the consumer is using. The merchant server  1004  contacts  1014   a  the consumer preference database  1006  to request consumer preference data of the user. The consumer preference database  1006  authenticates the request  1014   a  as described in above mentioned embodiments, and returns consumer preferences  1014   b  of the user to the merchant server  1004 . The merchant server  1004  displays promotions to the user on the mobile application  1002  based on the user&#39;s preference retrieved from the consumer preference database  1006 . The user selects promotions (e.g. coupons) that the user wishes to redeem via the mobile application  1002 . Subsequently, the user selects a payment method (e.g. POS, electronic cash register (ECR), or cash payment) for a purchase and the relevant instrument (e.g. credit card, or debit card, which may be in a digital wallet). During payment, the consumer may redeem promotions relevant to the purchase via WIFI, BLE, NFC, or QR code as the consumer pays for the purchase at the merchant&#39;s POS or ECR  1008 . The merchant POS or ECR  1008  sends the payment transaction data  1018  to the payment network  1010  to be processed for authorization. The transaction details are transmitted  1020  to the consumer preference database  1006  to update the user preference data. The merchant POS or ECR  1008  transmits  1016  consumer redemption data (i.e. data related to promotions that the user purchased, or the coupon that the user redeemed) to the merchant server  1004  and is subsequently forwarded  1014   a  to the consumer preference database  1006  to update the user preference data of the user. This transmission  1014   a  of the consumer redemption data to the consumer preference database  1006  may be done concurrently with the transmission  1018  of the transaction data to the payment network  1010 . 
     Accordingly, a method is provided for presenting content to a user during an in-store transaction. In step  1012   a,  a connection between the mobile application  1002 , stored on the user&#39;s device, and an in-store merchant server  1004  is established and authenticated. In step  1014   a,  user preference representation of the user is requested from a server having a consumer preference database  1006  on which user preference data is stored. In step  1014   b,  the user preference representation of the user is received at the in-store merchant server  1004 . Subsequently, the user preference representation is processed at the in-store merchant server  1004  to recover user preference data of the user towards any one or more of promotions, purchases and payment. In step  1012   b,  promotional content that is relevant to the user is delivered to the user in response to the user preference data of the user. 
     Some portions of the foregoing description are explicitly or implicitly presented in terms of algorithms and functional or symbolic representations of operations on data within a computer memory. These algorithmic descriptions and functional or symbolic representations are the means used by those skilled in the data processing arts to convey most effectively the substance of their work to others skilled in the art. A method or algorithm is here, and generally, conceived to be a self-consistent sequence of steps leading to a desired result. The steps are those requiring physical manipulations of physical quantities, such as electrical, magnetic or optical signals capable of being stored, transferred, combined, compared, and otherwise manipulated. 
     Unless specifically stated otherwise, and as apparent from the following, it will be appreciated that throughout the present specification, discussions utilizing terms such as “determining”, “disseminating”, “configuring”, “providing”, “generating”, “initializing”, “outputting”, or the like, refer to the action and processes of a computer system, or similar electronic device, that manipulates and transforms data represented as physical quantities within the computer system into other data similarly represented as physical quantities within the computer system or other information storage, transmission or display devices. 
     The present specification also discloses apparatus for performing the operations of the methods mentioned above. Such apparatus may be specially constructed for the required purposes, or may comprise a computer or other device selectively activated or reconfigured by a computer program stored in the computer. The algorithms and displays presented herein are not inherently related to any particular computer or other apparatus. Various machines may be used with programs in accordance with the teachings herein. Alternatively, the construction of more specialized apparatus to perform the required method steps may be appropriate. In addition, the present specification also implicitly discloses a computer program, in that it would be apparent to the person skilled in the art that the individual steps of the methods described above may be put into effect by computer code. The computer program is not intended to be limited to any particular programming language and implementation thereof. It will be appreciated that a variety of programming languages and coding thereof may be used to implement the teachings of the disclosure contained herein. Moreover, the computer program is not intended to be limited to any particular control flow. There are many other variants of the computer program, which can use different control flows without departing from the spirit or scope of the invention. 
     Furthermore, one or more of the steps of the computer program may be performed in parallel rather than sequentially. Such a computer program may be stored on any computer readable medium. The computer readable medium may include storage devices such as magnetic or optical disks, memory chips, or other storage devices suitable for interfacing with a general purpose computer. The computer readable medium may also include a hard-wired medium such as exemplified in the Internet system, or wireless medium such as exemplified in the GSM mobile telephone system. The computer program when loaded and executed on such a computer effectively results in an apparatus that implements the steps of the foregoing methods described. 
     Various embodiments of the invention may also be implemented as hardware modules. More particular, in the hardware sense, a module is a functional hardware unit designed for use with other components or modules. For example, a module may be implemented using discrete electronic components, or it can form a portion of an entire electronic circuit such as an Application Specific Integrated Circuit (ASIC). Numerous other possibilities exist. Those skilled in the art will appreciate that the system can also be implemented as a combination of hardware and software modules. 
     The use of the term ‘server’ herein may be understood to mean a single computing device or a plurality of interconnected computing devices which operate together to perform a particular function. That is, the server may be contained within a single hardware unit or be distributed among several or many different hardware units. 
     It will be appreciated by a person skilled in the art that numerous variations and/or modifications may be made to the present invention as shown in the specific embodiments without departing from the spirit or scope of the invention as broadly described. The present embodiments are, therefore, to be considered in all respects to be illustrative and not restrictive.