因為可以直接接觸到消費者，對零售商來說，可藉由消費者過去的購買行為進行精準行銷。然而，對於產品供應商而言，往往還是得經由零售商去進行行銷，或是遵循傳統管道，使用大眾行銷方式進行行銷活動。

有鑑於此，我們提出一個平台，能夠使產品供應商在消費者於實體商店進行購物時，消費者透過智慧型手機與零售商NFC傳輸，取得相關商品購買憑證，並將購買憑證傳送給產品供應商，或是提供位置資訊給商家以利推送消費者感興趣的產品，以方便產品供應商達到精準行銷。消費者所回報的購物資訊，相較於零售商所回報的速度快，因此對於生產數量在掌控上也較為準確，不會因生產過剩、生產過少造成產品供應商損失。

除了串接產品供應商與消費者以外，本架構更考慮到消費者的隱私。可以分別針對不同的零售商及產品供應商採用不同的識別資訊，透過雙邊雜湊值的方式在零售商不知道識別資訊內容的情況下，產生商品的購買憑證。因為這些對應資訊只保留於消費者的個人裝置內，除非有意願提供識別資訊的對應，否則無第三人可得知消費者在不同零售商之間的購買行為。意味著零售商也只能知道，消費者在自家經營商店的購買行為，藉此完整保護消費者在購物上的隱私。也因此，本計畫的概念可望減小使用者對於隱私的疑慮，而實現在實體通路的精準行銷。

Because buyers make transactions with retailers directly, retailers can track buyer behaviors for direct marketing. However, product manufacturers usually cannot contact with customers directly. Therefore, product manufacturers need to collaborate with retailers for marketing or perform mass marketing. In this case, product manufacturers usually cannot obtain events that customers have bought their products and send promotions to customers directly.

Considering that, this study proposes to establish communication channels between customers and product manufacturers while customers shopping in physical channels. To enable product manufacturers to verify that customers really buy their products in a store, the customers can obtain purchase verification tickets from the store. Then, customers can forward tickets to product manufacturers to let the product manufacturers to understand their customers. Furthermore, customers can provide their location information to product manufacturers so that product manufacturers can send promotion to customers for direct marketing.

Privacy would be an important issue for customers to provide their purchase behaviors to product manufacturers. To address the issue, this study proposes to enable customers to use different identities for different product manufacturers and retailers. Therefore, no single party except customers themselves can know customer purchasing behaviors in different stores. While the proposed framework may reduce customer privacy concerns on providing purchasing behavior, this study can hopefully contribute to realize direct marketing in physical channels.

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