Note: Descriptions are shown in the official language in which they were submitted.
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SYSTEM FOR ENCOURAGING REPEAT PRODUCT PURCHASES
AND RENEWAL
CROSS-REFERENCE TO RELATED APPLICATION
[0001] This application claims the benefit of U.S. Provisional Application
Serial
No. 60/938,339 entitled SYSTEM FOR ENCOURAGING REPEAT PRODUCT
PURCHASES, filed on May 16, 2007, and U.S. Provisional Application Serial No.
60/949,764 entitled ORDERING, LINKING, REGISTERING AND PROPER CARE OF
REAL TOYS AND THEIR VIRTUAL COUNTERPARTS, filed on July 13, 2007, the
entireties of which is incorporated herein by reference.
TECHNICAL FIELD
[0002] The systems and methods discussed herein relate generally to brand
development and marketing and more particularly to systems and methods that
facilitate
encouraging brand loyalty and repeat purchases by providing unique incentives
based in
part on prior and current purchases.
BACKGROUND
[0003] Brand development and marketing is an important aspect of most
commercial businesses in order to popularize new or particular consumer goods
and
services and even more so, to familiarize the buying public with a brand name
in order to
build up brand loyalty. For example, it is not uncommon to receive a discount
on a future
purchase after a purchase of clothing is made today. Similarly, when new food
products
are introduced into the market, coupons are often offered and widely
distributed
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regardless of demographics. However, in some industries, such as the toy
market, brand
development is more challenging given the fleeting trends of toys and the ever-
changing
opinions of both children and their parents.
SUMMARY
[0004] The subject application involves systems and methods that provide a
tracking and reward mechanism in order to encourage repeat purchases of a
given
product line or brand of products. For example, according to one aspect of the
application, a system can include a purchase analysis component that processes
input data
associated with at least one purchased item and that determines whether the at
least one
purchased item satisfies a threshold corresponding to a previously unsatisfied
super
exclusive bonus level; a bonus selection component that selects at least one
super
exclusive bonus item based at least in part on the input data processed by the
purchase
analysis component; and a display component that presents the one or more
super
exclusive bonus items to a user.
[0005] According to another aspect, a system can include a code verification
component that validates or verifies the authenticity of a registration code
which has been
assigned to a particular item or product; an item tracking component that
maintains an
ongoing record of products registered on a per-user basis in part by
processing the
registration code of the product; an analysis component that analyzes the
registration
code in order to identify the product; a display component that receives data
from the
item tracking component and display a virtual representation of a newly
registered item
as well as previously registered items to allow a user's collection to be
viewable; and a
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notification component that is triggered when the item tracking component
determines
that a threshold corresponding to a super exclusive level has been satisfied.
[0006] According to yet another aspect of the application, a method is
provided
that involves processing input data associated with at least one purchased
item and
determining whether the at least one purchased item satisfies a threshold
corresponding to
a previously unsatisfied super exclusive bonus level; selecting at least one
super
exclusive bonus item based at least in part on the input data; and presenting
on a display
unit the one or more super exclusive bonus items to a user.
[0007] The above summary presents a simplified summary in order to provide a
basic understanding of some aspects of the systems and/or methods discussed
herein.
This summary is not an extensive overview of the systems and/or methods
discussed
herein. It is not intended to identify key/critical elements or to delineate
the scope of
such systems and/or methods. Its sole purpose is to present some concepts in a
simplified
form as a prelude to the more detailed description that is presented later.
[0008] To the accomplishment of the foregoing and related ends, certain
illustrative aspects of the invention are described herein in connection with
the following
description and the annexed drawings. These aspects are indicative, however,
of but a
few of the various ways in which the principles of the invention may be
employed and
the subject invention is intended to include all such aspects and their
equivalents. Other
advantages and novel features of the invention may become apparent from the
following
detailed description of the invention when considered in conjunction with the
drawings.
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BRIEF DESCRIPTION OF THE DRAWINGS
A brief description of each drawing is as follows:
[0009] Fig. 1 is general block diagram of a system that facilitates repeat
purchases by providing bonus incentives to users in accordance with an aspect
of the
present invention.
[0010] Fig. 2 is a general block diagram of a system that facilitates repeat
purchases by providing additional incentives to users based on prior
registrations or
purchases of items in accordance with an aspect of the present invention.
[0011] Fig. 3 is a general block diagram of a system that facilitates repeat
purchases by monitoring user activity, including new registrations, to
determine which
bonus items the user qualifies for based on their activity and new
registrations in
accordance with another aspect of the present invention.
DETAILED DESCRIPTION
[0012] The subject application is directed to systems and methods that
encourage
repeat product purchases by providing an exclusive incentive only to those
users
(consumers) who have purchased a qualified number or type of products or
services
and/or who have been active users or members in good standing for a period of
time. In
particular, the exclusive incentive can allow a user who satisfies activity
and/or
ownership conditions to select their own prize from a vast or limited
selection of prizes.
As a result, the user can use their discretion in choosing a prize that is
most desirable to
them or is most in-tune with their toys' needs.
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[0013] For example, users who have purchased w number of items (e.g., toys)
can
qualify for this exclusive incentive. Alternatively or in addition, users who
have
purchased x number of items (e.g., toys) and q number of accessories can
qualify for the
exclusive incentive. Purchases made with a certain period of time can also
yield the
benefit as well. For instance, a user who buys 10 items over a 13 consecutive-
month
period may not qualify for the exclusive incentive (but may receive other less
grand
incentives). However, a user who buys 10 items within a 6 consecutive-month
period can
qualify for the exclusive incentive. It should be appreciated that all
variables used herein
are integers greater than zero.
[0014] The types of items that are purchased can also determine whether a user
is
granted the exclusive incentive. For example, this determination of whether a
user is
entitled to the exclusive incentive can be based on a dollar amount of each
item
purchased or on the category associated with such items. That is, plush items
can be
considered premium items whereas accessory items for the plush items may be
categorized as secondary or non-premium. Consequently, the purchase of only d
plush
items may satisfy the conditions to qualify for the exclusive incentive
whereas the
purchase off total items, where f is greater than d but includes fewer than d
plush items,
does not qualify for the exclusive incentive.
[0015] Purchases can be tracked by the user and the manufacturer, for example,
via registration of the items purchased on a communication network such as a
website on
the Internet. Each item purchased has a unique registration code that
identifies to the
system that the item has recently been purchased by a particular user. As more
items are
entered and successfully registered, the system can automatically give the
user the
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exclusive incentive when it has been earned. The user can also track and view
his or her
purchase history in order to determine how close he or she is to reaching the
exclusive
incentive. By registering each item, the system can also verify the
authenticity of the
item purchased. As a result, the user is assured as well that he or she owns
authentic and
legitimate goods. The items can include any product or service. Some examples
include,
but are not limited to toys, clothing, furnishings, accessories, online-
related services,
plastic goods, plush goods, furniture, printed goods (e.g., cards, calendars,
magazines,
books, stickers, posters, pictures, etc.), sport-related goods, etc.
[0016] The user's activity within the virtual world environment can also be
monitored and tracked and his or her activity frequency can also give way to
earning the
exclusive incentive. For example, a user's anniversaries as a participant or
member of
the virtual world environment can trigger the grant of the exclusive
incentive. In
particular, a user's 2 nd anniversary as a member of the virtual world
environment in good
standing can receive the exclusive incentive. Alternatively or in addition,
the frequency
with which the user logs onto or is active in the virtual world environment
can be another
factor that influences when the incentive is given. Again, the system can
track and
monitor user activity within the virtual environment and make note of verified
complaints
or negative reports by other users made against a particular user in order to
determine
whether the user has been or is in good standing. It should be appreciated
that the system
can include a tracking component to monitor and track user activity in the
virtual
environment (e.g., number of registrations, number of failed registrations,
frequency of
login, frequency of activity in the environment, etc.) as well as a validation
component.
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[0017] The validation component verifies that the complaints are legitimate
and
that the accused users have in fact committed the alleged offense (e.g.,
cheating the
system, engaging, or initiating conversations on banned or forbidden topics,
etc.). The
system tracks the number of successful registrations as well as the number of
failed
registrations. Failed registrations can be qualified into at least two
categories - (1)
registration number that has already been entered; and (2) fake registration
numbers.
Fake registration numbers can indicate that either the user is purchasing non-
authentic
products (e.g., knock-offs) or that the user is attempting to circumvent the
system. In
either situation, the system may request additional information from the user
in order to
further investigate.
[0018] The exclusive incentive can enhance the interaction or experience the
user
has with one or more previously purchased items or can be independent of the
previously
purchased items. In addition, the exclusive incentive can be virtual or real.
For instance,
the item purchased can be associated with a virtual world environment whereby
the user
interacts with the item or rather a virtual replica of the item in the virtual
environment via
a user computer connected to a communication network. The exclusive incentive
can
include a virtual gift or prize of the user's choosing or can be a real gift
or prize that the
user can receive via home delivery, for example. Therefore, the user can
choose to
receive a fully furnished and accessorized house in the virtual world
environment or can
opt to receive a gift certificate to an actual store or a limited-edition
item.
[0019] Suppose the item is a pet toy and the pet toy includes a hidden, unique
registration code that gives the user admission into a virtual world
environment for the
user and pet toy. For illustrative purposes, below are a few exemplary gift
packages that
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can be offered before the user has reached the level of the exclusive
incentive. It should
be understood that the contents of each gift package can vary and are not
meant to be
limited to the items listed.
[0020] THE FIRST PET
When a user adopts their first pet (enters the registration code for the pet
via a communication network) they receive an initial package of three objects
that
can be used to learn the interface concepts of the virtual world environment.
Each
user receives the same three items, and these items simply appear in the
user's
dock when the user arrives at the room for the first time. The objects may
include: Apple, Kid's Chair, Basketball.
These objects are awarded to the user for their first pet regardless of the
type of pet. These objects are only awarded for the first pet. The first pet
will
also be awarded a small gift package, to introduce them to the Gift Package
concept. Subsequent pets adopted or registered and admitted into the virtual
world environment will instead receive one of a larger gift package, as
outlined
below.
[0021] THE GIFT PACKAGE
For each pet registered, the user can also receive a Gift Package in their
dock when they arrive in the room after the adoption. This Gift Package will
appear as a 3D graphic of a present (box with ribbon and a bow) in the dock.
The
Gift Package can be "opened' by either (a) dragging the present into the room
or
(b) double clicking on the present in the dock. Upon opening, the user will be
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presented with a graphic dialog box that proclaims "Congratulations! Your gift
contains " with the names of the objects contained with the gift.
Gift Packages may contain, for example, a Special Object Pack or a
Special Feature. Special Object Packs are awarded to any pet that is not
awarded
a Special Feature. For example, Special Features can be awarded for every
fifth
pet adopted. The first Special Object Pack awarded can contain 3 objects,
while
each subsequent pack can include more objects (e.g., 6 objects). These objects
are described below. Upon opening, these objects are awarded to the user and
placed into their dock.
Special Features can be a number of different awards - interactive objects,
whole rooms, games, activities, or adventures - and therefore are displayed
differently based on the specific type of award. This is described in more
detail
below.
[0022] ADOPTING PETS AT THE SAME TIME
The virtual world environment allows for the adoption of multiple pets at
the same time. Users who do adopt multiple pets will still receive a Gift
Package
for each pet that they adopt. For example, if a user was to adopt three pets
on
their first visit, then they would find in their dock the three basic objects
(Apple,
Chair, Ball) and three Gift Packages upon their first visit to the room.
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[0023] SPECIAL OBJECT PACKS
For the first pet, the Special Object Pack can come with the following
three objects:
A Pet Specific Room Object (determined by the pet class)
One Pet Specific Food (determined by the pet class)
One randomly chosen Welcome Balloon room object
Each subsequent Special Object Pack will come with the following six objects:
A Pet Specific Room Object
A randomly chosen Special Object
One Pet Specific Food
Two randomly chosen food objects (taken from all potentially favorite
foods)
One randomly chosen Welcome Balloon room object
[0024] The Pet Specific Room Objects, Special Objects, and Welcome Balloons
cannot be purchased in the virtual world or anywhere and are therefore special
to these
rewards according to the purchasing activity of the user.
[0025] The Pet Specific Room objects, like the Pet Specific foods are selected
by
the animal class itself. For example, the Dog Theme furniture presents a
generic dog set
of furniture, while an object for a Cocker Spaniel pet could work with the Dog
Theme,
but can also be distinctively for the Spaniel.
[0026] Special Objects can be more decorative, work outside of any specific
theme, and not be tied to real world objects. Examples might include:
A Tiger Plant - a potted plant that is orange and has black tiger stripes
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Super Wallpaper - wallpaper that returns to your dock if it is removed;
and/or
A Bubble Blower - a wacky machine that has a built in animation of
blowing bubbles.
[0027] Special Objects are awarded randomly from the pool of Special Objects
at
the time when the Gift Package is opened. Therefore, a user could save their
package and
open it after new Special Objects are added to the site and have a chance of
winning one
of those items.
[0028] Special Objects can also be interactive as long as that interaction
happens
within the object itself (i.e. turns on/off) or uses an interaction that has
been added
globally through the site (i.e. bathing the pet, cooking, sitting down).
[0029] The Welcome Balloon can be chosen randomly from a selection of
balloons. Balloons will have one of two shapes (heart or regular), come in a
number of
colors, and have a number of different Welcome messages. These balloons can be
placed
into the room, as presentable objects, and be animated in their base state, to
appear as if
floating.
[0030] SPECIAL FEATURES
These prizes, awarded every fifth pet, will be far more robust than the
Special Object Pack and include deeper interactivity. Special Features can be
awarded in place of or in addition to the Special Object Pack. Special
Features
can be any of the following:
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i. Advanced Objects - these are individual room objects with
advanced interactive features, such as a Fish tank with swimming
fish that can be fed, or a Pinball machine that can be played.
ii. Special Rooms - these are complete rooms which are fully
designed and that can be added to the user's home. These rooms
may contain extra interactivity or features that are not available to
users who do not have such a room. These rooms can include
furniture that, while pre-placed in the room, can be moved like any
other piece of furniture. Examples include an outdoor Tennis
Court (with Tennis game) or a Home Theatre (e.g., with ten theatre
seats).
iii. Games - Special Games would be unlocked within the Arcade in
this Special Feature prize.
iv. Activities - Buildings or characters within the virtual world
environment can be unlocked and/or made visible to the user to
allow access to specific activities. Examples include searching for
Gems or a Movie Making activity (at the Video Store).
v. Adventures - Story-based activities that can be played through
followed by a special bonus reward when completed.
[0031] Below is another reward scheme that is based on the number of purchases
or registrations made by a user, whereby the user is made aware of purchase
goals and
super exclusive gifts that come as a result of meeting such goals. It should
be understood
that the reward scheme detailed below is merely an example and that other
items can be
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given in place of or in addition to those listed here. Furthermore, the timing
of such
rewards can vary as well (e.g., second through fifth registration/adoption or
every fifth
adoption after the tenth adoption, etc.).
[0032] FIRST TIME PURCHASER/REGISTRANT/ADOPTER RECEIVES:
2000 in virtual currency
A 7x7 room
Room is colored one of several color combinations
A new user pet gift
Pet-specific food (e.g., favorite food)
[0033] 2ND-107H REGISTRATIONS OR ADOPTIONS RECEIVE:
2500 in virtual currency (or any amount greater than 2000)
A 7x7 room
Room is colored one of 5 color combinations
An additional pet gift (with Exclusive)
[0034] 11 TH AND ON ADOPTION:
3500 in virtual currency (or any amount greater than 2500)
An additional pet gift
Roll on the Bonus Die or Bonus Gift
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[0035] (SUPER EXCLUSIVE) BONUS GIFT:
The Bonus Gift can replace the Bonus Die on a user's 10h, 15t', 20th, 25th,
30th, etc. registrations/adoptions. The Bonus Gift can include at least one
Super
Exclusive bonus item.
[0036] (SUPER EXCLUSIVE) BONUS DIE:
The six sides of the die are, for example:
1000 KinzCash or other virtual currency
Randomly selected Special Object
Coupon Pack (e.g., game coupon, 80% off store coupon)
Randomly selected (Super Exclusive) Rare Item (i.e., not available
to general public for purchase)
When the button is pressed to roll the die, the die rolls around the window
and lands on a side. The words "You've won..." can appear, then the die
explodes
into fireworks and is replaced by the graphic and name of the prize. If the
prize is
an item, it is then placed in the user's dock.
[0037] Moreover, the system and related methods promote repeat purchases of
items in part by rewarding users with exclusive incentives that serve to
either enhance the
user's experience of previously purchased products or to provide an additional
gift to the
user that is separate from any of the previously purchased products.
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[0038] Referring now to Fig. 1, there is illustrated a general block diagram
of a
system 100 that facilitates repeat purchases by providing super incentives to
users in
accordance with an aspect of the present invention. The system 100 includes a
purchase
analysis component 110 that receives input data related to a user's purchased
or acquired
item. The purchase analysis component 110 analyzes the input data and
determines what
super exclusive bonus level the user has achieved based in part on the recent
input data.
This analysis component, as well as other analogous determination components,
may be
computer-operable components, running on a computer, e.g., a server hosting a
website
on which these activities take place.
[0039] For example, if the purchase analysis component 110 determines that the
user has reached or surpassed a 5-item level, then a bonus selection component
120
selects one or more super exclusive bonus items appropriate for the user. Put
another
way, when the user collects at least 5 qualifying items, for example, and this
data is
processed by the purchase analysis component 110, then the user has qualified
for a super
exclusive bonus item. The super exclusive bonus item can be an object that can
be
inanimate or animated, wearable, usable in the virtual environment,
interactive, or other
functional, currency, an adventure, or an opportunity to play a special game
or contest or
a combination thereof.
[0040] The bonus selection component 120 may choose the super exclusive bonus
item or may prompt the user to choose from a subset of two or more super bonus
items
selected from a super exclusive bonus store 130. The super exclusive bonus
items
selected for or presented to the user for the user's selection can be selected
according to
the user's currently owned or registered items. That is, the bonus selection
component
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120 can receive information from the purchase analysis component 110 or from
another
component in the system 100 that indicates or identifies the types or classes
of items the
user owns (e.g., has registered with the system 100 or with another system
tied to the
system 100). To further increase the enjoyment and surprise factor for the
user, the
bonus selection component 120 can access user data to ensure that the bonus
selection
component 120 does not select or present a super exclusive bonus item that was
previously awarded to the user. Therefore, the selection can be completely
random,
random with no repeats, or customized for a particular user's collection.
[0041] For example, if the user has a collection of different land animals,
then the
super bonus item could be a special food item or a special piece of furniture
that they
would enjoy in their virtual environment or a ticket into a special sub-world
adventure for
land animals. Likewise, if the user had a collection of fighters, then the
super exclusive
bonus item could be a rare piece of weaponry that could not otherwise be
bought by other
users (e.g., not available for sale).
[0042] Alternatively, the super exclusive bonus item can be selected
independently of the user's particular collection. Thus, the super exclusive
bonus items
provide greater incentive to users to continue to buy more products and make
repeat
purchases from a particular line or brand of products in order to reach super
exclusive
bonus levels, or that is, to qualify for items that cannot be purchased or
obtained other
than from buying and/or owning an increasing collection of products. As a
result, the
user is further incentivized to continue their patronage and loyalty to a
particular brand or
line of products and is fully aware of the purchase goals in order to reach
the next super
exclusive bonus level.
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[0043] Turning now to Fig. 2, there is depicted a general block diagram of a
system 200 that facilitates repeat purchases by providing super exclusive
incentives to
users based on a user's collection of registrations or purchases of items in
accordance
with an aspect of the present invention. The system 200 includes a code
verification
component 210 that validates or verifies the authenticity of a registration
code which has
been assigned to a particular item or product. Upon purchase or receipt of the
product,
the registration code is entered into the code verification component 210
either by a user
or automatically after purchase. In addition to facilitating the authenticity
of the product
(e.g., not a fake or knock-off version), the registration code also can
identify to the
system 200 the type or class of product as well as the exact product that the
user has
acquired. That is, the registration code can be unique to each individual
product.
[0044] Once the authenticity of the registration code is verified, the code
data can
be communicated to an item tracking component 220. The item tracking component
220
maintains an ongoing record of products registered on a per-user basis. A
separate
analysis component 230 can be employed to analyze the registration code in
order to
identify the product and then can have this information stored in a database
240. As the
items are communicated to the item tracking component 220 and they are
processed
therein, a display component 250 can receive data from the item tracking
component 220
and display a virtual representation of the newly registered item as well as
previously
registered items so that the user can view his/her entire collection.
[0045] In addition to having a user's newly registered item displayed, a
notification component 260 can be triggered when the item tracking component
220
determines that the user has obtained a super exclusive level. For example,
suppose that
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a user has just registered their lOth toy from a line or brand of products
that qualify as a
collection and for such super exclusive benefits. The notification component
260 can
provide a visual or audio-based notification to the user to inform them that
their newly
registered item has qualified them for a super exclusive item. Furthermore,
the
notification component 260 can also let the user know how many more
registrations the
user needs in order to reach the next super exclusive bonus level.
[0046] It is also feasible that the purchased items (with registration codes)
are
classified into different classes. The registration code can indicate the
class of the item
and the item tracking component can track the items according to its class.
Different
super exclusive bonus levels can be structured based on the class and thus
different super
exclusive bonus items can be offered according to the class of products that
has reached a
super exclusive bonus level. For example, suppose there are two sizes of
products - a
"full size" version and a "miniature" version that presumably costs less than
the full size
version. The registration code on each item can indicate if the item is a full
size or
miniature version and as a result, the super exclusive bonus selected for the
user (or
presented to the user for the user's choosing) can be based on the class of
items. In this
example, if a user is collecting both classes of items, then he/she will be
able to receive
super exclusive bonus items specific to each class when the appropriate super
exclusive
bonus levels are reached for each class.
[0047] Referring now to Fig. 3, there is a general block diagram of a system
300
that facilitates repeat purchases by monitoring user activity including new
registrations to
determine which bonus items the user qualifies for based on their activity on
the site and
new registrations in accordance with another aspect of the present invention.
The system
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300 includes an activity monitoring component 310 that monitors a user's
activity on a
particular website, for example, or activity on a communication network 340.
The
monitoring component 310 can detect and log various types of information
related to the
user's activity on the website.
[0048] For instance, the frequency or number of times the user logs onto the
website in a given period can be monitored and recorded. The user's positive
activity can
be translated into a point system or other rating system that is displayed to
the user by
way of a display component 350. For example, after the user has satisfied one
or more
thresholds set by the system, the user's rating (in terms of a star or flower
or smiley face)
can be increased. The rating may fluctuate depending on the user's activity on
the site,
idle time on the site, etc.
[0049] In addition, any verified complaints made against the user (by other
users)
as well as any warnings given to the user by the system can be recorded as
well.
Complaints and warnings could relate to the user breaking a website rule or
behaving on
the site in a manner that is contrary to the site's user guidelines. Negative
data for user
can affect or influence the user's rating. More specifically, if present, this
information
can also be communicated to an analysis component 320.
[0050] The analysis component 320 can examine the incoming monitoring data in
conjunction with any previously recorded data stored in a user historical
database 330 for
the particular user. The analysis component 320 can then determine the user's
overall
rating and whether the user is entitled to a super exclusive bonus based on
the monitoring
data (e.g., site activity, frequency on site, characteristics of collection,
number of items in
collection, classes of items in collection, etc.). When a user-rating system
is activated,
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the user can receive notes of encouragement to improve particularly when the
user's
rating is likely to decrease due to complaints, etc. Thus, super exclusive
bonus items can
be awarded to encourage repeat purchases of particular products as well as
good behavior
on the website or other communication network in which the user's collection
is
involved.
[0051] As used herein, the terms "component" and "system" are intended to
refer
to a computer-related entity, either hardware, a combination of hardware and
software,
software, or software in execution. For example, a component may be, but is
not limited
to being, a process running on a processor, a processor, an object, an
executable, a thread
of execution, a program, and a computer. By way of illustration, both an
application
running on a server and the server can be a component. One or more components
may
reside within a process and/or thread of execution and a component may be
localized on
one computer and/or distributed between two or more computers.
