WO2000075876A1

WO2000075876A1 - Selectively providing preferred parking to encourage patronage

Info

Publication number: WO2000075876A1
Application number: PCT/US2000/002535
Authority: WO
Inventors: Michael G. Bechtol
Original assignee: Catalina Marketing International Inc
Current assignee: Catalina Marketing International Inc
Priority date: 1999-06-04
Filing date: 2000-03-07
Publication date: 2000-12-14
Anticipated expiration: 2001-12-04
Also published as: CA2375413A1; BE1012740A3; AU3478900A; PT102463A; JP2003501756A; EP1185959A1

Abstract

A method and system to provide the business patronage incentive of preferred parking to selected patrons. The business provides identification to their patrons which will allow the patron to have access to preferred parking. In the preferred embodiment, the access to the preferred parking can be dynamically changed and the patron's identification can be a frequent shopper card or other patronage related identification. Other incentives, such as coupons, shopping lists and in-store discounts, can optionally be provided to the selected patrons entering the preferred parking area.

Description

SFT.FCTTVELY PROVIDING PREFERRED PARKING TO ENCOURAGE

PATRONAGE

Background of the Invention

This application claims priority under 35 U.S.C. 119(e) to U.S. Provisional Application Serial No. 60/137,681 filed June 4, 1999. Field of the invention

This invention relates generally to providing incentives to business patrons, and particularly to providing a patronage incentive by providing to preferred patrons access to preferred parking. Discussion of the background

Many businesses, especially but not exclusively consumer retail sales facilities, provide complementary automobile parking for their patrons. In congested areas, parking may be provided in a controlled facility that charges for the parking service, but the business will have an arrangement to have the parking charges for their patrons waived either in part or in whole. The waiver of parking fees generally requires the business to provide some identification to the patron to indicate to the parking facility that the parking fee should be waived, such as a stamp placed on a ticket given by the parking facility. This identification is usually provided when the patron is physically located within the business, which has the disadvantages of occurring after the patron has decided which business to patronize and inconveniencing the patron by requiring him or her to remember to ask for the identification. This system also makes it awkward to provide parking preferences to selected patrons.

Many other business facilities provide large, complementary parking areas for their patrons. Patrons are often inconvenienced by having to park quite a distance from the actual building they wish to visit in order to conduct their business. Patrons may select the businesses they patronize primarily by the convenience of the parking available, and convenient parking is always an attraction to patrons.

Summary of the Invention

An objective of the present invention is to allow businesses to selectively provide access to an especially convenient preferred parking area as a patronage incentive.

Another objective of the invention is to enhance the incentive of preferred parking by providing further general or targeted incentives to the patron upon entrance to the preferred parking area.

Another objective of this invention is to improve targeting of marketing incentives directed to a patron by allowing a business to record a patron's access to its controlled access preferred parking area.

The present invention achieves these and further objects by providing a system and computer implemented method which provides access to a controlled access preferred parking area that is generally located near the business facility's entrance. Access to the preferred parking area is controlled by an access control gate that is activated by a driver's identification reader which reads identification associated with the driver of the vehicle approaching the access control gate. The driver's identification reader is further programmed to recognize identification associated with drivers that are to be allowed access to the preferred parking area and the driver's identification reader will allow the vehicle access to the preferred parking area if the business establishment has made access available to the driver. The present invention also allows a further purchasing incentive, which may be used during a visit to the business facility, to be provided to drivers when they enter the preferred parking area. The present invention may issue a coupon or printed message that may include a shopping list to patrons entering the preferred parking area, or the present invention may associate the driver's identification with a purchasing discount or other conditioned benefit which the driver may receive by presenting his or her identification within the business facility. Patron's use of the preferred parking area may also be recorded for marketing statistical analysis.

Brief Description of the Drawings

Figure 1 is an overhead view of a business facility and associated parking areas.

Figure 2 is an overhead view of the access control means to the preferred parking area.

Figure 3 is a as schematic diagram illustrating the interconnection between a patron identification reader and the preferred embodiments access control means.

Figure 4 is a schematic diagram of the invention's preferred embodiment including connections to other business facility systems. Description of the Preferred Embodiments

Figure 1 shows an embodiment of this invention near a business facility 14 that has an adjacent general parking area 11 with a preferred parking area 12 located therein. The preferred parking area 12 utilized by the present invention does not have to be located within the general parking area 11 , but should be located to provide one or more benefits to the business patron. Examples of such benefits may be proximity to the business facility's entrance 16, shade over the parking area, and other benefits or attractions known to practitioners in the relevant arts. Access to the preferred parking area is controlled by the vehicle access control means 13, which primarily comprises a card reader and automatically operated gate in the preferred embodiment.

Figure 2 illustrates a detailed view of the vehicle access control means 13 of the preferred embodiment of the present invention. The preferred embodiment controls access to the preferred parking area 12 by an automatically operated access control gate 15 which is actuated by a card reader 18. The operation of the access control means begins when a driver of a vehicle who is a patron that is authorized access to the preferred parking area arrives in an automobile 22, presents his or her identification that is readable by card reader 18 and the vehicle is then permitted access. Other embodiments could use a manned guardhouse or more elaborate blockage and control of access to the entrance to the preferred parking area 12, as is known to practitioners in the relevant arts. Access to the preferred parking area at points other than the vehicle access control means 13 is prevented by blockage 17 consisting of a curb or wall in the preferred embodiment.

The driver's identification reader in the preferred embodiments is a card reader 18, which will read the driver's identification. The driver's identification in the preferred embodiments is also a patron identification that is used for other purposes by the business. The preferred embodiment uses a patron's identification that is also used by a "frequent shopper" program implemented by the business and is readable by card reader 18. The frequent shopper membership card used by the preferred embodiment has an identification number encoded in a printed bar code to allow automated reading of the patron's membership number by card reader 18. Card reader 18 comprises a bar code scanner to read the frequent shopper card presented by the vehicle's driver. The invention will also operate with any practical identification means, including those not particular to the business itself, e.g. a driver's license, general purpose identification card, general purpose credit or debit card. It is also obvious that this invention will operate with other driver identification systems known to practitioner in the relevant arts, including but not limited to fingerprinting, other biometrics, or other identification methods known to practitioners in the relevant arts.

The driver's identification may be either carried by the driver himself or herself, or alternative embodiments may use a machine readable identification affixed to the patron's automobile 22. Examples of the latter identifier include bar coded stickers and Radio Frequency Identification (RFID) transponders which are properly affixed to the patron's vehicle. If the business also uses a patron identification, driver's identifications that are attached to the vehicle may be associated with the patron's identification by either a manual record keeping process or through an automated means described below.

Figure 3 illustrates the interconnections between the components of a basic embodiment of the present invention which utilizes a card reader 18 that is connected directly to, and controls, the access control gate 15. In this embodiment, the card reader 18 is programmed to maintain an electronic list of drivers' identifications which are associated with patrons that are to be granted access to the preferred parking area. This embodiment uses the card reader 18 as the access list maintenance means. The card reader 18 will read the identification presented by a driver, thereby determining the identification of the driver. If the card reader 18 determines that the identification presented by the driver of the vehicle corresponds to an identification on the list of drivers that are to be granted access to the preferred parking area, the card reader 18 commands the access control gate 15 to open, thereby permitting the driver access to the preferred parking area. The card reader 18 will include a programmable processor, additional memory to store the list of drivers' identifications and other devices which will allow the card reader to maintain the list of identifications assigned to patrons who are to be granted access to the preferred parking area. A card reader 18 which stores and maintains a list of drivers' identifiers that correspond to driver's which are to be granted access to the preferred parking area may be readily designed and constructed by those skilled in the relevant arts.

The card reader 18 will further contain an interface (IF) port 19 which provides an electrical connection to a device that allows the list of drivers' identifications maintained by card reader 18 to be altered. A separate computer or an operator interface device, such as a CRT terminal, may be connected to the IF port 19 and thereby allow data to be communicated to the card reader's programmable processor. The access list in the preferred embodiment is maintained by a combination of the separate computer or operator interface device, the interface port 19 and the associated programming modules contained within the card reader 18. The design of the IF port 19, its incorporation into the card reader 18 and the design or selection of an appropriate separate computer or operator interface device may be readily achieved by practitioner's in the relevant arts.

The programmable processor within card reader 18 utilized by the preferred embodiment is configured to support alterations of the drivers' identification list which include i) adding driver identifiers associated with drivers who are to be allowed access to the preferred parking area, and ii) deleting drivers who are no longer to be allowed access to the preferred parking area. Card reader 18 is configured to accept through the IF port 19 commands that formatted in ASCII text which command the processor contained in the card reader to either output the list of identification currently stored within the card reader 18 as well as to add or delete specific identifications from the electronic list maintained by the card reader 18. A separate computer or operator interface connected to the IF port 19 may input an ASCII data stream in the form of "LIST" and the card reader processor will output a list of identifications that will be permitted access into the preferred parking area. The list is output as an ASCII stream with formatting to allow understandable display of the stream using a simple ASCII terminal. An identification which is associated with number "x" is added the list by sending an ASCII data stream in the form of "ADD x" to the card reader 18 through interface port 19, where "x" is an ASCII representation of the number that corresponds to the driver's identification that is to be added. An ASCII data stream in the form of "DEL x" will similarly delete identification which is associated with the number "x" from the list maintained by the card reader 18.

Figure 4 illustrates another embodiment of the present invention wherein the card reader 18 communicates to a store controller 39 in order to allow additional tracking of a patron's use of the preferred parking area and optionally to provide further patronage incentives to patrons who are using the preferred parking area. The card reader 18 utilized by the embodiment illustrated in figure 4 communicates to the store controller 39 the identifications of drivers that are being admitted to the preferred parking area 12. Providing these identifications to the store controller 39 allows this embodiment to provide further patronage incentives to patrons as they enter the preferred parking area as well as to track and accumulate a history of each patron's use of the preferred parking area. In this embodiment, each patron's use of the preferred parking area is stored into the patron database 34. The preferred embodiment utilizes the card reader 18 to maintain the access list in a similar manner as is used in the system illustrated in Figure 3. An alternative embodiment may use the store controller 39 to maintain the access list directly and the store controller 39 will then control the access control gate 15 as illustrated by communications link 41. In this alternative embodiment, the direct control link 42 between card reader 18 and access control gate 15 is not necessary.

The POS system 36 of the embodiment shown in figure 4 is used by the business to process a patron's purchases and may generate an electronically readable list of purchases by incorporating a bar code scanner that reads bar coded identification numbers attached to or printed upon the products the patron is purchasing. The patron may be identified by using a patron identification, such as an identification card that has an identification number also printed in a bar code format allowing POS scanner to be used to also read the patron identification. The patron may also be identified through the use of equipment to read other types of personal identification, as are described above. The patron's identification may be the same identification used to control access to the preferred parking area 12, or another identification may be used and the association between the two identifications may also be stored in the patron database 34. A POS system which identifies the purchasing patron then assembles the patron identification and patron purchase selections into a single message to be transmitted to store computer 39. The store computer 39 will store the purchase selections in association with the patron's identification into the patron database 34. The purchase selections from one or more shopping visits that are stored with the patron's identification in the patron database 34 along with the patron's history of preferred parking area usage comprise a purchase history for the individual associated with the patron identification.

The store controller 39 may be programmed to determine patronage incentives to provide to each patron. The patronage incentives may be automatically given to the patron as a result of purchasing behavior, including continued usage of the preferred parking area, or a patronage incentive in the form of a discount coupon or notification may be given to the patron when he or she enters the preferred shopping area. Criteria for providing further patronage incentives to a patron are stored in the incentive database 35. These criteria will define patronage incentives to provide to patrons who have exhibited specified behaviors relative to the business. The patron's specified behavior is determined by analysis of the patron's purchase history data stored in the patron database 34. The selection of patronage incentives may be augmented by patron demographic data which is also stored in the patron database 34. Stored demographic data includes patron age, family status, number and ages of children, pet ownership, number of family vehicles, and so forth. The patron demographic data may be collected by a questionnaire given to the patron when he or she signs up for membership or the questionnaire may be given to members periodically. The store controller may determine further patronage incentives to provide to patrons either by periodically analyzing the patron database 34 or by analyzing the patron database 34 whenever the patron enters the preferred parking area.

Access, or continued access as appropriate, to the preferred parking area is one patronage incentive which may be given to patrons by the store controller 39. Access to the preferred parking area may be granted or continued for a patron only if that patron visits the business a certain number of times per month or purchases a certain minimum value of purchases from the business each month. Continuing access to the preferred parking area may also be conditioned upon the patron using the preferred parking area a certain number of times per month. The embodiment shown in figure 4 utilizes the store controller 39 to monitor the number of shopping visits and total purchase value each month, for each patron and determine if a patron qualifies to be a new individual to be granted access to the preferred parking area or if a patron with access to the preferred parking area no longer qualifies for that access and becomes a disqualified individual to be removed from the access list maintained by the card reader 18. The store controller formats and send ASCII encoded commands to the card reader 18 over a serial link to the IF port 19 which add driver identifications associated with new individuals or which remove driver identifications associated with disqualified individuals.

Other patronage incentives provided by the present invention include providing to patrons entering the preferred parking area a discount price on a particular product where the product and the amount of discount is determined in whole or in part based upon prior purchases made by the patron. The prior purchases are determined by analysis of the stored purchase history for that patron. An example of the latter type of discount is providing a discount for a brand of soda to a patron that regularly purchases soda but has not previously purchased that particular brand of soda in the past as determined from the purchasing history and patron demographics stored in the patron database 34. This discount may be provided in the form of a coupon or in association with the patron's identification, as described below.

POS system 36 may store discounts or other benefits to be given to specific patron or applied to purchases made by specific patrons who present identification as part of the checkout process. The POS system 36 will store a description of the benefit to be given to patron, along with conditions which the patron must satisfy to receive the benefit, in association with the identification of the specific patron. An example of a stored benefit will define a discount of one dollar which is to be given to patron with an identification number "x" if that patron purchases items with a total value in excess of fifty dollars. A discount may be similarly given if the patron purchases a specified product or group of products. A POS system 36 which provides such discounts or benefits will determine a patron's identification, for example by reading a bar code printed upon a frequent shopper card with a bar code scanner, in conjunction with a patron's payment for purchases. Once the patron's identification is determined and the current purchase is also determined by the POS system 36, as described above, the POS system 36 will retrieve all benefit's which are stored in association with the patron's identification. The POS system will then identify which, if any, conditions precedent to receiving benefits are satisfied by the patron. If the patron has satisfied the required conditions for receiving a benefit or discount, the benefit or discount will be provided to the patron. The above illustrated benefits require that a payment discount be applied to the patron's current purchase. A coupon or other benefit could also be provided to patrons through these embodiments of this invention.

Embodiments of the present invention which include communications of driver identifications to the store controller 39 may provide patronage incentives directed to the patron which the patron may receive by showing his or her identification at an appropriate location. Patronage incentives which provide a benefit to the patron are given to the patron in order to encourage their patronage of a particular business. Patronage incentives may be presented to the patron as a physical item such as a coupon or list of discounts, or the patronage incentive may be an intangible benefit, such as continued access to the preferred parking area or a discounted price for a particular item if the patron presents his or her identification during the purchase. A patron may be notified of a reduced price that is available to him or her by a computer driven display or printed document describing the patronage incentive. If a printed document is provided to the patron, that document does not have to be presented to receive the discount. Reduced prices or other benefits to be received by the patron upon presentation of his or her identification at the point of sale are communicated to the POS system 36 from the store controller 39 in order to allow the POS system 36 to apply that benefit to the patron when he or she makes a qualifying purchase.

Another patronage incentive provided by the present invention is a printed discount coupon. A printed discount coupon given to patrons by the preferred embodiment consists of a printed certificate that contains a printed message defining the discount to be made available to the patron and contains an identification number encoded in a bar code printed upon the coupon. The discount provided by the coupon may be a discount on the purchase price of a specified product, or the discount may be applied to the patron's purchase if the patron makes purchases of a specified value. The specified value of purchases required to receive the discount is usually a value in excess of a specified amount from the business. An example of the latter coupon would specify that the patron will receive a five dollar discount if he or she purchases in excess of fifty dollars of merchandise from the business. The coupon could also specify a discount for any purchase from the business, or the coupon could specify a discount on any purchase from a specified business. This type of coupon would allow a business to promote a complementary business which may be paying the business operating the preferred parking area for printing the coupons. The printed coupons may be delivered to the patron by a printer located in the vicinity of the preferred parking area or by a printer located in the business which will print the coupon when the patron presents his or her identification.

Figures 2 and 4 illustrate embodiments which use a coupon printer 20, which provides printed patronage incentives, that is collocated with the card reader 18 near the preferred parking area's entrance. The coupon printer 20 could be located elsewhere in the vicinity of the preferred parking area 12, although the location near the card reader 18 is usually the most convenient for the patron. The coupon printer 20 may be used to print coupons directed to the specific patron entering the preferred parking area 12, and is controlled by the store controller 39. The present invention may also provide patronage incentives other than printed coupons to the patron. Other patronage incentives include providing purchasing discounts or other benefits to the patron during his or her visit to the business that the patron receives by presenting his or her identification. A printer 20 collocated with card reader 18 may be used to print a notice to the patron just prior to the patron's entering the business, which is when the incentive is most likely to be effective.

The store controller may further direct patronage incentives to the patron based upon data contained in databases maintained by the store controller 39. The patronage incentive which is to be given to the patron is based upon information about the patron's demonstrated shopping habits or demographic data that is stored in the patron database 34. Definitions of patronage incentives which may be given to patrons, including the criteria a patron must satisfy in order to receive the patronage incentive, are stored in the incentive database 35. The programming of the store computer compares the criteria of the available patronage incentives with the patron's characteristics stored in the patron database 34 to determine which patronage incentive to provide to a given patron.

An alternative patronage incentive provided to the patron entering the preferred parking area is a shopping list customized for the patron. This shopping list would be produced by a shopping list generator, which can be a general purpose printer, a specially adapted coupon printer 20, or another printer adapted to this function. This customized shopping list could also incorporate the above mentioned special prices made available to the patron as a patronage incentive or the list could simply include special prices available to all patrons. The contents of the shopping list may be tailored according to the patron's purchasing tendencies determined from the patron's shopping history stored in the patron database 34. An example of this tailoring includes identifying patrons who purchase cat food and offering a shopping list containing other cat related items.

The store controller 39 in the preferred embodiment is a PC compatible computer. The store controller 39 has the interface hardware, as well as programming code in firmware and software, needed to perform its operations. The design and operation of a store controller using a PC compatible computer to implement the methods and functions required for this invention, as herein described, can be implemented by those skilled in the relevant arts. Other embodiments may use different designs which incorporate different equipment or utilize other architectures. The store controller 39, Point of Sale system 36, patron database 34, incentive database 35 as well as other elements of different embodiments may be divided across processing equipment differently or implemented with architectures which are different than described within this specification, as is obvious to those skilled in the relevant arts. Embodiments of the present invention may utilized processing equipment which is spread across multiple hardware elements and which are also divided among different physical locations. These different implementations are within the scope of the present invention.

Obviously, numerous modifications and variations of the present invention are possible in light of the above teachings. 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 computer implemented method of providing the patronage incentive of preferred parking to a plurality of selected individuals, comprising the steps of: maintaining a list of a plurality of individuals permitted access to a preferred parking area; determining a driver's identification, said driver's identification identifying a driver of a vehicle at an entrance into said preferred parking area; permitting said vehicle access to said preferred parking area in response to determining that said driver's identification corresponds to an individual contained within said plurality of individuals.

2. The method as set forth in claim 1, wherein said identification associates said driver with a promotion program.

3. The method as set forth in claim 2, wherein said step of determining an identification comprises reading an identification associated with said promotion program.

4. The method as set forth in claim 1 , wherein said driver's identification is affixed to said vehicle.

5. The method as set forth in claim 1 , further comprising the steps of: maintaining a plurality of purchase histories, wherein said plurality of purchase histories comprises a purchase history for each of said plurality of individuals; providing a further patronage incentive to said driver, wherein said further patronage incentive is selected based upon a purchase history corresponding to said driver.

6. The method as set forth in claim 1, further comprising the step of providing a further patronage incentive to said driver.

7. The method as set forth in claim 6, wherein said further patronage incentive provides a discount in a specified retail establishment.

8. The method as set forth in claim 6, wherein said further patronage incentive provides a discount in conjunction with the purchase of a specified product.

9. The method as set forth in claim 6, wherein said further patronage incentive comprises a discount applied to any purchase made by said individual.

10. The method as set forth in claim 6, wherein said further patronage incentive comprises a discount applied to a purchase over a specified total value made by said individual.

11. The method as set forth in claim 6, further comprising the steps of: determining a patron's identification of a patron purchasing items at a retail establishment; and providing said patron said further patronage incentive if said patron's identification matches said driver's identification.

12. The method as set forth in claim 6, wherein said further patronage incentive comprises

(i) a reduced purchase price only available to said driver for a specified product and (ii) a notification of said reduced purchase price.

13. The method as set forth in claim 12, wherein said notification comprises a printed list comprising a listing containing said reduced purchase price for said specified product.

14. The method as set forth in claim 1, further comprising the step of providing a further patronage incentive to said driver, wherein said incentive is only provided to drivers meeting criteria defined for said incentive.

15. The method as set forth in claim 14, wherein said further patronage incentive comprises a shopping list customized for said driver.

16. The method as set forth in claim 14, wherein said further patronage incentive comprises a printed coupon delivered to said driver.

17. The method as set forth in claim 1, further comprising the step of providing a further patronage incentive to said driver, wherein said step of providing said further patronage incentive is performed in response to said driver using said preferred parking area.

18. The method as set forth in claim 17, wherein said further patronage incentive comprises retaining said driver within said list.

19. The method as set forth in claim 1 , wherein said step of maintaining a list comprises adding a new individual to said list based upon an attribute of said new individual.

20. The method as set forth in claim 19, wherein said attribute comprises the total value of

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RECTIFIED SHEET (RULE 91) ISA/EP purchases made by said new individual over a specified period of time.

21. The method as set forth in claim 19, wherein said attribute comprises a frequency of visits made by said new individual to a business.

22. The method as set forth in claim 1, wherein said step of maintaining a list comprises removing a disqualified individual from said list, said disqualified individual determined by a history of actions made by said disqualified individual.

23. The method as set forth in claim 22, wherein said history of actions comprises the total value of purchases made by said disqualified individual over a specified period of time.

24. The method as set forth in claim 22, wherein said history of actions comprises a frequency of use of said preferred parking area by said disqualified individual.

25. A system for providing the patronage incentive of preferred parking to a plurality of selected individuals, comprising the steps of: access list maintenance means for maintaining a list of a plurality of individuals permitted access to a preferred parking area; a driver's identification reader for determining a driver's identification, said driver's identification identifying a driver of a vehicle at an entrance into said preferred parking area; vehicle access control means for permitting access to said preferred parking area in response to determining that said driver's identification corresponds to an individual contained within said plurality of individuals.

26. The system as set forth in claim 25, wherein said identification associates said driver with a promotion program.

27. The system as set forth in claim 26, wherein said driver's identification reader comprises means for reading an identification associated with said promotion program.

28. The method as set forth in claim 25, wherein said driver's identification is affixed to said vehicle.

29. The system as set forth in claim 25, further comprising: a purchase history database which maintains a purchase history corresponding to each individual of said plurality of individuals; means for providing a further patronage incentive to said driver, wherein said means for providing selects said further patronage incentive based upon said purchase history.

30. The method as set forth in claim 25, further comprising the step of providing a further patronage incentive to said driver.

31. The system as set forth in claim 30, wherein said further patronage incentive provides a discount in a specified retail establishment.

32. The system as set forth in claim 30, wherein said further patronage incentive provides a discount in conjunction with the purchase of a specified product.

33. The system as set forth in claim 30, wherein said further patronage incentive comprises a discount applied to any purchase made by said individual.

34. The system as set forth in claim 30, wherein said further patronage incentive comprises a discount applied to any purchase over a specified total value made by said individual.

35. The system as set forth in claim 30, further comprising: patron identification means for determining a patron's identification of a patron purchasing items at a retail establishment; and means for providing said patron said further patronage incentive if said patron's identification matches said driver's identification.

36. The system as set forth in claim 30, wherein said further patronage incentive comprises (i) a reduced purchase price only available to said driver for a specified product and (ii) a notification of said reduced purchase price.

37. The system as set forth in claim 36, wherein said notification comprises a printed list comprising said reduced purchase price for said specified product.

38. The system as set forth in claim 25, further comprising means for selectively providing a further patronage incentive to said driver, wherein said incentive is only provided to drivers meeting criteria defined for said incentive.

39. The system as set forth in claim 38, wherein said further patronage incentive comprises a shopping list customized for said driver.

40. The system as set forth in claim 38, wherein said further patronage incentive comprises a printed coupon delivered to said driver.

41. The system as set forth in claim 25, further comprising means for providing a further patronage incentive to said driver, wherein said means for providing said further incentive operates in response to said driver using said preferred parking area.

42. The system as set forth in claim 41 , wherein said means for providing a further patronage incentive comprises means for retaining said driver within said list.

43. The system as set forth in claim 25, wherein said means for maintaining a list comprises means for adding a new individual to said list which operates in response to a determination of an attribute of said new individual.

44. The system as set forth in claim 43, wherein said attribute comprises the total value of purchases made by said new individual over a specified period of time.

45. The system as set forth in claim 43, wherein said attribute comprises a frequency of visits made by said new individual to a business.

46. The system as set forth in claim 25, wherein said means for maintaining a list comprises means for removing a disqualified individual from said list, said disqualified individual determined by a history of actions made by said disqualified individual.

47. The system as set forth in claim 46, wherein said history of actions comprises the total value of purchases made by said disqualified individual over a specified period of time.

48. The system as set forth in claim 46, wherein said history of actions comprises a frequency of use of said preferred parking area by said disqualified individual.