WO2019040398A1 - Système et procédé de fourniture d'un référentiel numérique de données de marchandises emballées d'un client - Google Patents

Système et procédé de fourniture d'un référentiel numérique de données de marchandises emballées d'un client Download PDF

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Publication number
WO2019040398A1
WO2019040398A1 PCT/US2018/047170 US2018047170W WO2019040398A1 WO 2019040398 A1 WO2019040398 A1 WO 2019040398A1 US 2018047170 W US2018047170 W US 2018047170W WO 2019040398 A1 WO2019040398 A1 WO 2019040398A1
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WO
WIPO (PCT)
Prior art keywords
packaging
product
data
information
display
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PCT/US2018/047170
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English (en)
Inventor
Jason Bright
Original Assignee
Esko-Graphics, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Esko-Graphics, Inc. filed Critical Esko-Graphics, Inc.
Publication of WO2019040398A1 publication Critical patent/WO2019040398A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q10/00—Administration; Management
    • G06Q10/06—Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling

Definitions

  • Consumer packaged goods typically have very detailed and distinctive packaging designed and created using printing on various media, including printing directly on containers for the goods (e.g. cardboard boxes, cans) or on labels for affixing to containers, including shrink-wrap labels.
  • the packaging design is typically created using various software tools used by the designers and CPG
  • creating a packaging design typically includes creating or associating the goods with a plurality of packaging data, including unique identifier data structures 101 (e.g. the Global Trade Identification Number (GTIN) and corresponding barcode, historically referred to as a Universal Packaging Code (UPC)), packaging shots 102 (graphic image files showing the packaging from various views, sometimes referred to in the field and herein as
  • unique identifier data structures 101 e.g. the Global Trade Identification Number (GTIN) and corresponding barcode, historically referred to as a Universal Packaging Code (UPC)
  • packaging shots 102 graphics image files showing the packaging from various views, sometimes referred to in the field and herein as
  • PackShots product highlights 103 (information featured in on-package advertising, such as, "Perfect for parties, meals and celebrations! "), a parameterized 3D Model 104 (which can be manipulated by the product designers to visualize aspects of the packaging from user-defined angles that replicate exactly what the consumer will ultimately see in a finished product), legally-mandated information 105 (e.g. nutrition information for food packaging, or warnings regarding safety or health effects), and product ingredients 106 (which may be required in food or non-food packaging).
  • a parameterized 3D Model 104 which can be manipulated by the product designers to visualize aspects of the packaging from user-defined angles that replicate exactly what the consumer will ultimately see in a finished product
  • legally-mandated information 105 e.g. nutrition information for food packaging, or warnings regarding safety or health effects
  • product ingredients 106 which may be required in food or non-food packaging.
  • the packaging data may include all, less than all, or other information instead of or in addition to the categories noted above, and the term "packaging data" is intended to encompass any textual or graphic information that is printed in connection with product packaging, specifically on product containers or on labeling affixed to product containers), and information that describes the characteristics of or visualization of the packaging in relation to the product (such as but not limited to the PackShots, the 3D model, and the underlying dimensions that characterize such information).
  • the packaging data in appropriate cases also includes print layouts, such as the layout of the printed data and fold and cut lines on a flat media from which a box is then assembled.
  • the packaging data may include textual information in multiple languages and legally-mandated information appropriate for multiple jurisdictions. Thus, the same basic package may have multiple versions that are nearly identical, but for variations in certain textual and legally-mandated fields and the GTIN or other unique identifier associated with each variation.
  • step 110 the information used for creating and printing the packaging is then typically shelved or essentially "wasted” in step 110, because it is left out of future processes in the "ecosystem" of product retailing.
  • step 120 in creating online websites, product circulars, and the like, retailers essentially re-create much of the information that already exists in step 100, but these re-creations often are incomplete, imprecise, or incorrect.
  • Retailers may take photographs of the actual printed packages to create the PackShots (and each retailer may have its own preferred angle for presenting such information), may compile a plurality of such photographs from various angles to create a 3D representation of the product, and by human data entry and/or optical character recognition from
  • a consumer with a nut allergy orders a product online in response to an advertisement that contains incomplete information (such as no listing of "peanuts" in the ingredients or allergy warning), that consumer, at best, may receive a product that has to be returned, and at worst, may inadvertently ingest a product that may have serious medical implications, depending on the severity of the consumer's allergy.
  • a manufacturer who takes great care in making a certain its items are manufactured in a facility that does not contain nuts, may want to ensure that this feature is prominently displayed on the package and highlighted in its advertising. If a retailer re-creating packaging data fails to include this particular product highlight in its advertising, the manufacturer may experience lost sales at that retailer point of sale.
  • One aspect of the invention is a method for integrating packaging design and an online display of package information for a product.
  • the method includes the steps of providing a packaging design comprising a plurality of packaging data, the plurality of packaging data including at least one textual component and a
  • the packaging design is provided to a workflow operable to generate printed packaging for the product, and limited access to selected portions of the digital repository is provided to a participating gatekeeper and, with authorization of the participating gatekeeper, limited access is provided to one or more permitted users.
  • Packaging data sourced from the digital repository to the one or more permitted users is provided in a configuration operable to provide a verified online display of package information for the product, such as but not limited to an entry in an online catalog operable to facilitate purchase of the product by viewers of the display, an online social media display, an online blog post, or a virtual embodiment of a printed publication.
  • the verified display is accessible by a party searching for information about the product and features the at least one textual component as searchable text and one or more fixed graphic image captured from a selected viewing angle of the 3D model.
  • the plurality of packaging data may include data in the nature of graphic design elements, unique identifier data structures, product highlight information, legally-mandated information; and product ingredient
  • the data may be stored and/or provided in a protected format in which the data is stored in a single data bucket including the 3D model, one of the at least one fixed graphic image and a plurality of virtual photo booth settings for capturing the at least one fixed graphic image from the 3D model, and the at least one textual component.
  • packaging data for a first product differs from the packaging data for a second product with respect to one or both of: a language in which the at least one textual component is expressed and information legally-mandated by a selected legal jurisdiction
  • the step of storing the packaging design in the digital repository may comprise providing information linking the packaging data for the first product to at least the different packaging data for the second product.
  • a viewer of the display for the first product may be provided with access to the different packaging data for the second product, such as through an augmented reality application in which the different packaging data for the second product is provided in place of the corresponding packaging data for the first product in a virtual image of the first product.
  • a gatekeeper-edit-request input may permit receiving a gatekeeper-edit- request via a feature associated with the display and linked to the input, and a verification module may be provided comprising stored information and providing an interface for verifying authorization of the participating gatekeeper by matching information received from the participating gatekeeper against the stored information.
  • online posted packaging data is compared against the corresponding packaging data stored in the digital repository and alerts are provided.
  • the comparison identifies one or more differences between the online posted packaging data for the product posted by a responsible permitted user and the corresponding packaging data in the repository, and the alert is transmitted to the responsible permitted user, the participating gatekeeper, or a combination thereof, and comprises a notification regarding the identification of the one or more differences.
  • the comparison may be prompted by a request received from the responsible permitted user, by the participating gatekeeper, or periodically or continuously performed by an administrator of the digital repository.
  • online posted packaging data posted by a responsible party that is not one of the permitted users may trigger an alert comprising a notification soliciting participation by the responsible party to become one of the one or more permitted users.
  • the alert may comprise advising the participating gatekeeper of the non-participating product.
  • the alert may comprise soliciting the potential gatekeeper to become a participating gatekeeper.
  • Changes to an element of the packaging data in the digital repository may be received and stored and may trigger transmission of information relating to the change to the participating gatekeeper, the one or more permitted users, or a combination thereof.
  • the transmitted information may take the form of a link operable when selected by a user to automatically update the display to include the change in the packaging data or may comprise an automatic update to the display to include the change in the packaging data. Changes may be evaluated against one or more rules utilized by the workflow for generating the printed packaging, in which case the transmitted information comprises notification of a rule violation.
  • Embodiments may further include the steps of receiving in the digital repository analytical data mined from the verified display, such as a number of views of the verified display, a number of purchases of products associated with the verified display, user data or demographics associated with viewers of the verified display, or a combination thereof.
  • One aspect of the invention may comprise a method comprising creating a packaging design comprising a plurality of packaging data, creating a parameterized 3D model of the packaging design, transmitting the packaging design to a digital repository for storage of the at least one textual component as searchable text, generating printed packaging for the product, accessing selected portions of the digital repository and authorizing access by one or more permitted users, and viewing a verified online display of package information for the product sourced from the digital repository in which the online display features the at least one textual component as searchable text and at least one fixed graphic image captured from a selected viewing angle of the 3D model.
  • Another aspect of the invention comprises a method for integrating packaging design and an online display of package information for a product, the method comprising, receiving from a digital repository packaging data associated with a packaging design corresponding to printed packaging for the product and instructions for creating a verified online display of package information for the product, the verified display accessible by a party searching for information about the product and featuring the at least one textual component as searchable text and the at least one fixed graphic image captured from the selected viewing angle of the 3D model.
  • Another aspect of the invention comprises a computer-readable medium on which is encoded instructions for carrying out a method for integrating packaging design and an online display of package information for a product, the instructions comprising instructions for receiving a packaging design comprising a plurality of packaging data, storing the packaging design in a digital repository, providing the packaging design to a workflow operable to generate printed packaging for the product, providing limited access to selected portions of the digital repository to a participating gatekeeper and one or more permitted users, and providing packaging data sourced from the digital repository to the one or more permitted users in a configuration operable to provide a verified online display.
  • Still another aspect of the invention comprises a computer-readable medium on which is encoded instructions for carrying out a method for integrating packaging design and an online display of package information for a product, the instructions comprising instructions for: creating a packaging design comprising a plurality of packaging data, instructions for creating a parameterized 3D model of the packaging design, transmitting the packaging design to a digital repository, managing a workflow operable to generate printed packaging for the product, accessing selected portions of the digital repository and authorizing access by one or more permitted users; and viewing a verified online display of package information for the product sourced from the digital repository.
  • Yet another aspect of the invention comprises a computer-readable medium on which is encoded instructions for carrying out a method for integrating packaging design and an online display of package information for a product, the instructions comprising instructions for: receiving from a digital repository packaging data associated with a packaging design corresponding to printed packaging for the product and instructions for creating a verified online display of package information for the product, the verified display accessible by a party searching for information about the product and featuring the at least one textual component as searchable text and the at least one fixed graphic image captured from the selected viewing angle of the 3D model.
  • Embodiments of the invention include variations of all of the media described above comprising instructions for carrying out any or all of the various method steps disclosed herein as singular functions facilitated by a particular code module, or as a plurality of functions in any combination or permutation, facilitated by a collection of such code modules.
  • Other aspects of the invention comprise specially programmed computers programmed with the instructions read from any of the computer readable media as disclosed herein, and programmed to carry out any of the method steps disclosed herein in any combination or permutation.
  • FIG. 1 schematically illustrates an exemplary prior art relationship between packaging data created pursuant to product design and information used in retailer advertising .
  • FIG. 2 schematically illustrates a relationship between packaging data created pursuant to product design and information used in retailer advertising pursuant to an exemplary embodiment of the invention.
  • FIG. 3 illustrates an exemplary user interface for one embodiment of the invention, showing information associated with a plurality of products, including information marked with a characteristic indicator associated with an exemplary embodiment of the invention.
  • FIG. 4 illustrates an exemplary collection of functional modules associated with one or more embodiments of the invention.
  • FIG. 5 illustrates an exemplary implementation of the invention.
  • Fig. 2 one aspect of the invention is illustrated.
  • the packaging data 101- 106 is created in step 100
  • that data is saved, leveraged, and shared, in step 210, thereby enabling retailers to provide complete, precise, and correct information in advertising and at the point of sale.
  • sharing text data eliminates data entry and/or OCR errors, because text data created for printing on the package is transferred to the retail channel as text (which is also fully searchable by search engines).
  • Sharing the 3D model such as via a user interface, enables a retailer user to pose the product in a "virtual photo booth” to take the desired set of still images for use in PackShots.
  • virtual photo booth settings refers to the list of views, treatments, camera angle, zoom, virtual environment setup, and lighting needed to create a realistic computer generated photograph from an approved 3D model, typically saved, e.g., in a database that corresponds to inputs to the model.
  • Retailers with standard virtual photo booth angles may specify criteria for their standard PackShots, which can be automatically generated for each product in accordance with that criteria without further user intervention in connection with each and every product.
  • Visualizers for the 3D model may be integrated with algorithms for providing virtual lighting, in accordance with software and methods known in the art, and/or for providing proprietary color matching in accordance with color systems known in the art (e.g. PANTONE MATCHING SYSTEM® color systems). Additionally, for uses that require multiple views from multiple angles, such as camera-based "sensor fusion" systems that use artificial intelligence (AI) to identify a consumer physically placing a product in a physical cart for purchase, the required information corresponding to the product as required by the AI sensor fusion system can be directly provided by the 3D model to the AI system, rather than having to take physical photographs of physical objects from multiple angles.
  • AI artificial intelligence
  • packaging data in the form in which it is created by and for manufacturers is stored in a database, and retailers are provided access to the data. Because the data is of critical value and importance to the manufacturer, however, it is desirable to limit access to the data. Thus, access to the data may be password protected. Additionally, in one embodiment, the data is stored in a proprietary format (e.g. a unique data structure) rather than in a format readable by prior art graphics-sharing programs. Manufacturers requiring retailers to use the system described herein thus not only have better control of the completeness, correctness, and consistency of the data, but also the security of the data. For example, data stored in a proprietary format may be less easily copied and used by counterfeiters. Control of the data also enables monetization of the data by the repository of the data and/or the manufacturer.
  • a proprietary format e.g. a unique data structure
  • one aspect of the invention comprises a method for integrating packaging design and an online display of package information for a product.
  • the method is preferably performed by a specially programmed computer programmed with instructions for carrying out the method, and the method may be embedded in a computer readable medium in the form of instructions for performing the steps.
  • the method comprises first providing a packaging design comprising a plurality of packaging data, such as through use of a packaging design creation module.
  • the packaging design module refers to any collection or suite of computer readable code for carrying out the method steps for effecting a result.
  • the packaging design module comprises code for creating and integrating the text and graphics that comprise packaging for a product.
  • Exemplary packaging design modules are well known in the art, such as but not limited to Adobe® Illustrator® and Adobe®
  • modules referred to herein may be integrated with some or all of the other modules depicted in Fig. 4 in a single discrete software package, some modules may be optional for use in any combination or permutation, or the modules may each comprise discrete software components (or collections of related or disparate software components) that have the ability to share information with one another. Likewise, some or all of the method steps as described herein may be performed by a single actor, or by multiple actors, either independently or under the supervision and control of a single actor.
  • the invention is not limited to any particular implementation of code or code language for its implementation, nor is the stored data limited to any particular format.
  • Exemplary implementations have been generated using Javascript, html, JSON, and using one or more services offered by Amazon Web Services (AWS), including Amazon Elasticsearch Services.
  • AWS Amazon Web Services
  • the packaging design comprises a plurality of packaging data, such as but not limited to any of the packaging data elements discussed herein.
  • the packaging data comprises at least one textual component.
  • the packaging data also preferably comprises a parameterized 3D model of the packaging design (including the at least one textual component), such as a model created with model creation module 402, as is well known in the art, such as but not limited to Esko® StudioTM software.
  • Other packaging data may include but are not limited to graphic design elements, unique identifier data structures, product highlight information, legally-mandated information, and product ingredient information.
  • Variations of this information may be stored in numerous languages or jurisdictionally mandated versions, represented in Fig. 4 as products Al and A2 that are linked to one another by double-sided dashed arrow. Although depicted as discrete products, each may be stored as a single product family with all of the information specific to certain variations stored in a single record. Also as depicted in Fig. 4, a single brand owner, for example, may have various common parameters relevant to multiple product lines, such as a parameterized logo that may be featured on multiple packages in different sizes, or specific colors referenced in multiple graphics, or the like. Thus, the storage in the digital repository may be in the form of a relational database, where certain common parameters are stored in a single location and referenced in fields
  • parameters common to all of Products Al, A2, Bl, and B2 may be stored in one location, and referenced by the storage fields for each of the specific products.
  • the packaging design may be used in a printed packaging workflow 404 operable to generate printed packaging for the product.
  • the workflow from creation to printed package may be administered with tools known in the art, such as Esko® WebCenterTM.
  • the packaging design including the plurality of the packaging data and the parameterized 3D model, may then be stored in a digital repository 406.
  • Digital repository 406 may reside on one or more units of computer memory, such as one or more servers in communication with one another, such as over a distributed network (e.g. "in the Cloud"), with individual components of the network connected via wired or wireless connections, or some combination thereof.
  • the data may physically reside in an Amazon S3 bucket, which is referenced by an S3 URL and stored by the S3 service provider, however, the invention is not limited to any particular service provider or data storage structure.
  • all, but at least some, of the textual components of the packaging data are stored as searchable text in the repository.
  • the data stored in connection with this invention comprises storage of the 3D model, PackShots (still images computer generated from the 3D model), virtual photo booth settings, text information (including nutrition information) in a single data bucket, such as but not limited to an S3 bucket.
  • An administrator for the digital repository may thus receive and store the packaging designs and related data, including the model, created by others.
  • the administrator of the digital repository may then provide limited access to at least selected portions of the digital repository.
  • "Limited access” in this context may refer to limitations upon the individuals who have access, such as via password protection or other security mechanisms and/or limitations in the scope of data to which access is provided.
  • Some individuals may have authority to access all packaging data or other data stored in the repository (such as agents of the administrator), whereas other individuals (such as agents of the owner or manufacturer of the product, referred to herein at times as the "participating gatekeeper”) may have access to less than all of the data, and, for example, may obtain access through various levels of licensing.
  • the term "participating gatekeeper” refers to someone in the position of an agent of the owner or manufacturer of the product design who is participating in the program as described herein, where as a non-participating gatekeeper or potential gatekeeper refers to an individual or entity who is not yet participating in the program as described herein.
  • the participating gatekeeper has the authority to authorize one or more permitted users to have access to the digital repository, such as a retailer or web designer or other creator of a display for the product.
  • the participating gatekeeper also may have the authority to approve the packaging data to be used in displays by the permitted users.
  • the approval process may proceed via an approval module having a user interface whereby the gatekeeper can view and approve the packaging data proposed for use by the retailer.
  • the packaging data (which is derived from the data already approved for printing the physical printed packaging) is stored in the repository in approved form for future use.
  • Associated with the digital repository may be a model visualization module 408 and virtual photo booth 410.
  • Access to the 3D model may permit a user with access to visualize the model using the visualization module 408, and the virtual photo booth 410 is operable to create one or more fixed graphic images captured from a selected viewing angle of the 3D model.
  • the images captured using the virtual photo booth may also be stored in the digital repository for sharing.
  • virtual photo booth may permit a permitted user with access to the 3D model to interactively capture one or more fixed graphic images from user-selected viewing angles of the 3D model.
  • the virtual photo booth interface may permit specifying criteria for a set of graphic images to be captured from the 3D model, and may automatically capture the set of graphic images from the 3D model in accordance with the criteria without requiring user interaction.
  • the criteria may be specified by a particular retailer in a retailer's profile, and whenever that retailer has access to a new product, the images corresponding to the criteria may be transmitted by the digital repository, such as by automatically transmitting the images to an address (e.g. email, shared file hosting site such as Dropbox®, URL link, etc.) stored in association with the retailer.
  • an address e.g. email, shared file hosting site such as Dropbox®, URL link, etc.
  • Packaging data sourced from the digital repository 406 is provided to the one or more permitted users in a configuration operable to provide a verified online display 420 of package information for the product.
  • the verified display is accessible by a party searching for information about the product and features preferably all, but at least some, textual components of the packaging data as searchable text, and at least one fixed graphic image captured from a selected viewing angle of the 3D model.
  • the packaging data sourced from the digital repository may be provided in a protected format that is readable only with certain code elements, which code elements may be embedded in, for example, plug-ins associated with content creation, storage, browsing and viewing software to limit the ability of the packaging data to be shared outside a common platform designed to implement embodiments of the invention.
  • the packaging data sourced from the digital repository may be provided to a permitted user in a configuration suitable for use in an artificial intelligence (AI) sensor fusion system 422 or any system suitable for image- based searching.
  • AI artificial intelligence
  • the packaging data sourced from the digital repository comprises a plurality of fixed graphic images from selected viewing angles of the 3D model that provide a complete set of images required for use by the AI sensor fusion system or for any type of image-based searching, as described elsewhere herein.
  • a plurality of fixed graphic images from selected viewing angles of the 3D model may be made accessible to an image search engine, such that a user interested in purchasing a product who captures an image of the product using a camera, such as a camera of a handheld digital device, can use a search engine for locating retailers displaying the product and/or other displays with more information about the product.
  • the packaging data for a first product AI may differ from the packaging data for a second product A2 with respect to one or both of a language in which the at least one textual component is expressed or information legally-mandated by a selected legal jurisdiction.
  • the packaging design in the digital repository as stored for products Bl and B2 includes a link between them, which link includes at least the packaging data that is different for B2 relative to Bl.
  • B2 can be stored by a data structure that refers to all fields of Bl except for the fields of B2 that are different.
  • a user of an augmented reality viewer 424 for verified display 420 may then be able to view the display of product Bl and cause the viewer to access from the digital repository and display certain attributes of product B2 that are different from the attributes for Bl. For example, if product Bl includes an ingredients list in English and B2 includes the same ingredients list in Spanish, the user of the augmented reality viewer may cause the ingredients data stored in connection with B2 to display over, instead of, or supplemental to the ingredients data for Bl . Although shown as a direct link to the digital repository provided via the viewer, the link may be through the verified display, which may contain the information in the same location as the other data integrated in the display, or which may have programming and accessibility to pull the Spanish version data upon request or as needed. In some embodiments, the viewer may display the Spanish version in place of the English version in the virtual image of the product that is displayed.
  • the display may have a "I am the owner" radio button or other feature associated with the display that is linked to a gatekeeper-edit-request input associated with the digital repository (represented by the dashed double sided arrow connecting the verified display 420 and the Authorization Verification Module 412). Receipt of a gatekeeper-edit-request launches a verification module having an interface for verifying authorization of the participating gatekeeper, such as by matching information received from the
  • participating gatekeeper against stored information such as but not limited to a password and/or security questions and/or any other form of permanent or temporary security identifier known or provided to the gatekeeper for use in supplying to the interface to verify authority to act.
  • the display may also have a characteristic identifier, such as the DSR logo shown in Fig. 3, that marks a display as being a verified display, a product as a participating product, and/or a gatekeeper as a participating gatekeeper in accordance with an embodiment of the invention.
  • This logo, or some other feature associated with the display e.g.
  • hyperlinked text "Request more information" may link to an interested-user-request input of an interested user module for receiving an interested-user-request.
  • the interested-user-request may prompt the interested user module to automatically notify the participating gatekeeper of the interested-user-request, after which the
  • the Interested User module may comprise a user interface for facilitating authorization by the participating gatekeeper of a new permitted user pursuant to interested-user-request, such as a user interface akin to a Facebook® or Linked-In® "friend request" which may automatically send a request to the participating gatekeeper that contains a link by which the request can be "accepted," which acceptance may prompt further communications, or which may be sufficient to provide authorized access, depending upon functionality desired.
  • the digital repository and corresponding method for using it may further comprise a Data Verification Module 414 for comparing online posted packaging data against the corresponding packaging data stored in the digital repository and providing an alert.
  • the comparison module may identify one or more differences between the online posted packaging data and the corresponding packaging data stored in the digital repository, in which case the alert may be transmitted to the responsible permitted user, the participating gatekeeper, or a combination thereof.
  • the alert may simply provide a notification that one or more differences was noted, prompting further investigation, or the notification may provide an itemization of the one or more differences.
  • the comparison may be prompted by a request received from the responsible permitted user or the participating gatekeeper or may be periodically or continuously performed by an administrator of the digital repository.
  • the alert may comprise a notification soliciting participation by the responsible party to become a permitted user.
  • the data verification module may identify online posted packaging data associated with a non-participating product for which there is no verified online display, but which is associated with the participating gatekeeper.
  • product families A and B may both be "owned” or otherwise the responsibility of the same gatekeeper, wherein the situation may arise in which products Al and A2 are "participating products" included in a verified display, but the digital repository also contains stored packaging data for the Bl and B2 product family, for which there are no participating verified displays (e.g.
  • the alert provided by the data verification module may include advising the participating gatekeeper of the non-participating products.
  • Such an alert may be provided, for example, as an email or a message transmitted within a user interface or portal associated with administration of the system as described herein, and messages may be provided individually (one for each non-participating product), grouped (a single message containing a list of non-participating products), or generalized (a message indicating there are non-participating products, and inviting review of a list accessible from a portal).
  • the data verification module may also identify online posted packaging data for which the digital repository has stored packaging data information associated with a potential gatekeeper who is not a participating gatekeeper, in which case the alert may comprise sending a message soliciting the potential gatekeeper to become a participating gatekeeper.
  • the digital repository may be associated with other functions in the printed packaging workflow, such the product design creation, model creation, and/or physical package printing functions, the digital repository may contain packaging data useful for implementation of embodiments of the invention that is not yet associated with any verified displays (or participating gatekeepers or retailers), but for which the use of such data would be highly beneficial to the gatekeeper (owner/manufacturer) and its retailers.
  • the ability to identify non-participating products, retailers, and brand owner/manufacturers may be welcome to all of these stakeholders in view of the potential savings that embodiments of the invention represent to those potential participants.
  • a change to an element of the packaging data in the digital repository may occur. This change may occur as part of an updated packaging design received from a design module or from the gatekeeper.
  • the method may comprise transmitting information relating to the change to the participating gatekeeper, the one or more permitted users, or a combination thereof.
  • the transmitted information may include a link, such as embedded in an email, or included on a list accessible from a portal associated with software for implementing the invention, operable when selected by a user to automatically update the display to include the change in the packaging data.
  • the transmitted information comprises an automatic update to the display to include the change in the packaging data.
  • the digital repository may further comprise leveraging one or more rules, such as rules typically defined and utilized as part of the workflow for generating the printed packaging, and comparing the change against those rules. If the comparison detects a rule violation, such as a change in font that will push text off of a boundary, or change of a graphic that may cause a printing issue, the transmitted information comprises notification of a rule violation.
  • rules such as rules typically defined and utilized as part of the workflow for generating the printed packaging
  • information may flow not only from the digital repository to the display, but also from the display to the digital repository method.
  • analytical data mined from the operation of the verified display may be shared with and stored in the digital repository, such as data including the number of views of the verified display over a designated time period, a number of purchases of products associated with the verified display over a designated time period, user data or demographics associated with viewers of the verified display, or a combination thereof.
  • the verified display may comprise an active display, such as an online catalog operable to facilitate purchase of the product by viewers of the display, or a passive display, such as an online social media display, an online blog post, or promotional information embodied in a virtual embodiment of a printed publication (which embodiment may be a readable online embodiment accessible by the general public or an embodiment used in the workflow for creating the actual printed publication).
  • the information provided by the display may include providing access to the model visualization module 408 via the display, to permit interactive viewing of the 3D model from the verified display.
  • one or more elements of the packaging data may be a color managed element, in which case the verified display includes providing verification of color management information relating to the color managed element to a viewer of the display. For example, if the 3D model or PackShots included in the verified display have color management information, a viewer may be provided with information from which the viewer can determine whether the device being used for viewing is capable of rendering true color. For example, the user may be provided a list of approved displays or may be prompted to enter or provide access to information about the display being used, which may permit automatic provision of an indication of whether the display is verified or unverified.
  • Each retailer using data provided by the system as described herein has the ability to post searchable, public data that is current as of the time the retailer's SKU was associated with the packaging information.
  • a high speed searchable index of public data can show the real state of the SKU listing. This searchability permits manufacturers to compare data as actually advertised by retailers against the data the manufacturer want posted.
  • a search engine can scour online offerings, and compare posted data with data stored in the repository (such as via text verification, comparison of checksums or other computer generated algorithms associated with the graphics files or information being compared, and/or creation dates) and "flag" data that is not up-to- date.
  • Fig. 3 Many online retailer sites permit authorized individuals to identify themselves as the "owner” of data posted online, and, after appropriate verification steps, to update the data.
  • the "owner" of any of the products shown can click the "I am the owner.” radio button to launch a certification and verification process (such as by providing a password or other protected verification information), such as is known in the art.
  • the exemplary user interface depicted in Fig. 3 displays information compiled by a search tool designed to locate online displays associated with products as identified by various search terms entered into a search engine. The user interface compiles specific information from the various displays and shows them in a list.
  • the "Pepsi 12-Pack" advertisement shown at the top of the search listing includes a "DSR” logo.
  • the DSR logo as depicted, the DSR mark, and the phrase "Design Shelf Relay” from which the acronym DSR was coined, are trademarks, service marks, and/or intended trademarks and/or service marks of the Applicant, and use herein is for illustrative purposes only, with all rights reserved.
  • the DSR Logo as illustrated in Fig. 3 is an example of an identifier that may be provided in online listings created or certified in accordance with embodiments of the invention. In the user interface of Fig.
  • this is one of the elements of specific information displayed in the user interface, to help a user identify verified displays developed in accordance with embodiments of the invention for participating products.
  • a characteristic identifier such as a logo
  • consumers can be trained to look for a particular, distinctive logo, as an indicator that the product listing associated with the item to be purchased is up-to-date and complete.
  • a manufacturer can readily check whether a particular retailer is advertising its product in accordance with an embodiment of the invention.
  • the invention is not limited to the use of a specific mark or logo as the identifier of a product listing that conforms to certain aspects of embodiments of the present invention.
  • the owner of the mark can set terms required for the retailer and manufacturer to follow in order to have the privilege of using the mark.
  • a manufacturer can claim ownership, and the administrator of the system can then cause the retailer to be contacted and notified to fix the information.
  • the contact may be automatically generated, such as via an electronic communication, such as email, text message, or a communication facilitated through a user interface associated with the system.
  • the communication may contain a link that is operable to automatically initiate fixing the information.
  • a manufacturer could, via a user interface, prompt data to be "pushed" to the retailer from the data repository with a message indicating that information for a particular SKU on a particular webpage needs to be updated.
  • the data may be
  • Retailers may perform a periodic update of all of their records against the data repository to ensure each advertisement has the most updated information at all times, with discrepancies flagged for retailer authorization before making changes, or changes made automatically, or some combination thereof.
  • the data repository may automatically push updated data to retailer participants or automatically send notices when new information is available to the retailer for updates.
  • Code associated with the data repository may also periodically or continuously search through online advertisements to provide comparison and verifications for the items managed under the program, and/or to identify retailers or items not managed under the program and that may benefit from use of the services provided by the repository. Likewise, searching performed by code associated with the data repository can identify online advertisements relating to manufacturers for which the package data is available to the repository, but are not yet benefiting from the benefits of the embodiments of the invention identified herein.
  • a retailer or prospective retailer may identify a product offered for sale by another retailer along with the characteristic logo associated with the system. That retailer may then send a request (e.g. via a radio button akin to "I am the owner" Button, such as a "I would like access to this data” button). Or, in one embodiment, the retailer and manufacturer may create a link via a process akin to a "friend" request on social media. If the retailer agrees to license the data, and the manufacturer authorizes sharing of the data, the data may then be exported to the prospective retailer for use. Use of the data may require posting the characteristic logo, and may have other parameters associated with licensed use of the data.
  • Using a licensing and compliance structure permits manufacturers to have control of their data pursuant to access requests from retailers. Similarly, manufacturers who identify retailers with bad data through a search, may send an invitation to the retailer inviting the retailer to create a link that would enable sharing of the packaging design information as discussed herein. Thus, manufacturers may drive all retailers of its products to use conforming data by creating such invitations and links.
  • Use of the data can be monetized by an administrator of the system or by the manufacturer whose efforts created the data, or some shared combination of the foregoing.
  • the system described herein if implemented in an environment in which access to the package data is licensed, provides the ability for the information to be tied, via software, back to the source of the information.
  • use of the packaging information may be tied to installation of a module that permits live tracking of the posted data, and such module may provide live (or periodic) notification of updates and collection of analytics, such as number of views of the advertising by consumers, number of purchases, and/or user data or demographics.
  • Analytics may also be compiled from social media using the images and other data. For example,
  • manufacturers can permit use of their package information in social media in return for demographic information or other analytics.
  • retailers may receive live updates when packaging information changes, that permits them to make changes to their postings, if appropriate, or which may automatically provide updates in certain situations.
  • a searchable database of packaging information permits the use of a comparison engine to compare new design attributes against the public database of existing packaging designs, to enable harnessing of AI to determine similarity of a new design to existing designs.
  • the implications of such similarities may be negative (such as if a new design is too similar to that of a competitor) or positive (such as to intentionally create designs similar enough to other designs of the same manufacturer to develop consistency of branding).
  • Distinctiveness of individual designs and/or cohesive branding in families of items offered by manufacturers may help ensure that consumers can find the products for which they seek.
  • AI platforms are already in use using "sensor fusion," including cameras, in a physical retail establishment to "see” when a user is handling a product and placing it in his physical shopping cart or bag. See, e.g. , U.S. Pat. App. Pub. No. 20150012396, assigned to Amazon Technologies, Inc. and incorporated herein by reference.
  • the back end of such technology requires a robust database of images of each product to assist in identification.
  • Manufacturers and retailers may leverage the 3D model data developed in the package design workflow to import directly the multiplicity of views required to implement such technology.
  • the computer images derived from the 3D model are stored in a database and matched via a search engine to the images observed by one or more cameras and the physical store where the user is handling the object, which is then linked to a digital site that contains pricing information.
  • a user may thus walk into a store, pick up an object, put it in his physical cart or bag, and walk out of the store with a preferred payment mechanisms automatically charged.
  • AI sensor fusion system refers to any system that utilized still images from a plurality of views and machine vision for identification of an actual object based upon information detected by one or more sensors, such as but not limited to cameras, and is not limited to any particular system.
  • a shopper in a store may pick up an item that is marked in a language that is not the shopper's native or preferred language, but if that item is cataloged using the system described herein, the user may take a photo of the item, and the system may search a database of images to identify the package information associated with the item, and then refer to a related listing associated with the item, to return information corresponding to the relevant portion of the packaging in the user's preferred language.
  • the user can pick up a physical item marked in a language the user does not understand, and visualize at least the textual information corresponding to that part of the label (and, in some
  • a fully rendered version of that portion of the object) in a language that is understood, in real time while holding a version of the item can be harnessed in an optical head-mounted display format, where the image of the text in the language preferred by the consumer is projected over the relevant portion of the image of the physical item, or the technology may be
  • machine-readable identifiers such as but not limited to barcodes or QR codes can be used to identify the item in the database for which the preferred language information is desired.
  • the data stored in a unique way in the repository in association with each unique item preferably includes information from which related variations, such as language or jurisdiction variations, can be identified.
  • the systems and methods described herein are integrated into a tool for product design that can carry the design workflow from the earliest design stages to printed packaging to retail display.
  • the embodiments of the present invention may be part of a packaging management platform, including a collaboration and communication tool used by partners in the packaging and printing supply chains for project and workflow management, such as Esko® WebCenterTM, and with design tools such as but not limited to Adobe®
  • Integration of the tools discussed herein may not only leverage the information created by those tools into a format for sharing data with manufacturers and retailers in accordance with embodiments of the systems and methods described herein, but may also permit a designer to ensure that each of the various elements of packaging data is verified using the system.
  • a manufacturer can ensure that its logo graphic as used in the design process is verified as up-to-date with respect to true color and stylizations, and store that logo information in parameterized form in the digital repository.
  • Manufacturers can store "approved" graphic configurations, formats, and styling in the digital repository so that during the design process, the designer can rely upon that repository as a source of approved configurations.
  • Integration of the various elements may also permit post-design checking of proposed changes. For example, if an existing packaging design is rendered in a first approved font (e.g. size, style, typeface) and someone in the design chain proposes a global change to the font that would cause the rendered graphic for that font to fall outside the design boundaries (e.g . extend over the boundary of the printable portion of the label) or break any other printing "rules" for certain packages, the integration of design and post-design functionality with a digital repository may permit the system to identify designs with rule violations and notify the designers so that appropriate changes can be made quickly, without having to manually review each and every packaging design.
  • a first approved font e.g. size, style, typeface
  • someone in the design chain proposes a global change to the font that would cause the rendered graphic for that font to fall outside the design boundaries (e.g . extend over the boundary of the printable portion of the label) or break any other printing "rules" for certain packages
  • the integration of design and post-design functionality with a digital repository may permit the
  • Implementations of certain embodiments of the system described herein may offer tangible benefits to all stakeholders.
  • Retailers can ensure that the correct, most up-to-date product data approved by the manufacturer is presented to customers.
  • the risks of mislabeling products (e.g. with respect to allergen, nutritional, dosage labelling) at the retail level is reduced, as is the risk of resulting litigation .
  • the appearance of products on digital shelf is also improved, as the customer sees the product online as intended by the Brand Owner.
  • Image recognition and image search results may be improved by utilizing a digital 360 view, which may increase mobile sales.
  • Bloggers and app developers have the ability to produce a better looking blog, with increased accuracy in the information appearing in their apps, and can reduce time and effort needed to find the best images, videos, etc. and link them together.
  • Manufacturers can ensure brand-approved images, search engine optimization (SEO) terms, package data, and associated videos and how-to instructions are linked together, easily available and used by e-retailers and 3 rd party blogs/apps.
  • SEO search engine optimization
  • Manufacturers can also reduce costs and eliminate the lead time currently required to prepare comprehensive data package for online presentation of the product, which may enable faster time to digital market.
  • the manufacturer can take some control over their products' images in the uncontrolled space of thousands of blogs and apps and can get information and knowledge regarding where their brand information is used
  • the 3D model itself can be shared with consumers, so that consumers can get a full view of products.
  • the views can be annotated with dimensions, where this information is of interest. Consumers obtain full readable disclosures of allergens and nutrition information, which increases safety of product usage. Consumers spend less time searching for the product information. And, by having high quality, uniform product presentations available, consumers are better able to make comparisons based on specific terms of interest to them.
  • FIG. 5 An exemplary implementation 500 is illustrated in Fig. 5.
  • Various aspect of the invention are labeled as “private” (shaded blocks) or “public” (unshaded blocks), to differentiate information or aspects of the system that may be security protected (e.g. with passwords) or otherwise not available to the general public from information and aspects available to the general public.
  • Dark shaded arrows represent inputs and outputs to the DSR system, whereas lighter shaded arrows represent shared
  • the outlined area 502 labeled as "Esko Product” refers to exemplary software programs for creating product packaging information from creative content, including the 3D model, such as Esko StudioTM, and software for managing the workflow that results in creation of a printed packaging, such as Esko® WebCenterTM software, although the invention is not limited only to the use of Esko software products.
  • Arrows labeled “Transfer Art Content” refer to a transfer of images and information generated by such software to the DSRTM system described herein.
  • the Web Center block is labeled as a "DSR Agent (Node.js)" meaning that it may provide output data in the form of JavaScript instructions for rendering the 3D model.
  • DSR Inside the larger outline 504 labeled "DSR" is a first set of blocks inside a first outline 506 and a second set of blocks inside a second outline 508 labeled
  • the first set of blocks 506 represents exemplary data gathered and linked together in the DSR module. Inside the first set of blocks is a block labeled "Product image and data (AWS S3 Bucket)," which represents the product image and text information captured using the information included in the 3D model of the package.
  • the Product Image block includes arrows indicating an input from a "Photo Shoot” partner and from the "Distribution / E-Retailer,” both of which include an "API KEY” label.
  • the API KEY refers to exemplary password protection required before a distributor, e-retailer, or other partner can get access to the private data stored in or derived from the DSR, such as to obtain the product image (e.g.
  • a "Photo Shoot” partner may be a partner that, with password protected access to the 3D Model, may manipulate the model, such as to apply various lighting or color rendering to the model, in association with retrieving photorealistic, computer generated images of the product.
  • AWS S3 bucket is illustrated in Fig. 5, as discussed above, the invention is not limited to any particular means for storing this information in computer memory.
  • Exemplary services such as AWS SNS ("Simple Notification Service" - a publish/subscribe messaging implementation) and AWS Lambda (a serverless computing service that runs user-supplied code in response to events and automatically manages the underlying compute resources) are listed, but the invention is not limited to any particular way of running scripts or communicating information.
  • a retailer may initiate a periodic update call, and any updated data may be communicated in response to the call.
  • the data may be pushed to the retailer as it is updated, periodically, or in response to a request from the data owner (e.g. the "gatekeeper," as discussed above).
  • the output arrow labeled "Send out of date product notification" originating from the Web Update block to the CPG (Consumer Packaged Goods) block 512 denotes a message to the "gatekeeper" of the data relating to the goods in question (e.g. the manufacturer of the product), to let that owner know that some aspect of the information on at least one retailer site is not up to date relative to the current information stored in the DS . So, for example, if new art content is uploaded to the CSR and that data has not been reflected in a particular e-retailer site, the CPG may receive a message indicating this fact, so that the CPG can send a message to the retailer asking for an update. Although not shown, in other implementations, the out of date notifications may be sent directly to the retailer.
  • the "Product Data” block lists “DynamoDB” (an AWS NoSQL (non-relational) database offering) as an exemplary database for storage of the various data associated with the invention, but the invention is not limited to any particular database structure.
  • Uploading of new image information or other data may trigger a data update to the database.
  • Content "ingested" from the data uploaded to the DSR may be processed by a “CONTENT INGESTION” module, which may use, for example, AWS Lambda or AWS Step Function, but is not limited to any particular software.
  • CONTENT INGESTION may be shared with external public data sources, such as the "Open Food Facts” database (a database of food products with ingredients, allergens, nutrition facts and other information typically found on product labels), the USDA (United States Department of Agriculture) Branded Food Products Database, and "Amazon Advertising.”
  • the information ingested using this module may also be shared internally within the DSR by storing it in the DSR database using the Product Data module and indexing it for searching, using the internal Search module.
  • the internal DSR search module may be implemented using Elasticsearch, but the invention is not limited to any particular implementation.
  • the product image and data may also provide an input to the Search module as well as an input to the "SKU History / Track Record” module.
  • This module may track and store changes to information associated with a particular product identifier (e.g. SKU) over time.
  • Information stored in association with the "SKU History / Track Record" module may be used for comparison with newly uploaded data to identify changes, or with posted retailer data to identify when information posted by a retailer is out of date as compared to newly added data.
  • the Website / Mobile group 508 signifies a user interface by which a user may access the DSR platform from any type of device, and contains Register, Search, and Login modules.
  • the Register module is used for first time access to the DSR database and to set up future login information, and the Login module is used for subsequent interactions by registered users to secure login to the platform.
  • AWS Cognito is listed as an exemplary authentication service, the invention is not limited to any particular interface.
  • the DSR user interface may also permit specifying a search using the interface, which search command then runs inside the DSR system to retrieve the information requested.

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Abstract

L'invention concerne un procédé, des systèmes informatiques d'application du procédé et des supports informatiques exécutant des instructions stockées visant à mettre en pratique le procédé, lesdits procédé, systèmes et supports permettant d'intégrer une conception d'emballage et un affichage en ligne d'informations d'emballage associées à un produit. Le procédé comprend les étapes consistant à : fournir une conception d'emballage contenant une pluralité de données d'emballage ; stocker la conception dans un référentiel numérique ; fournir la conception à un flux de travail utilisable pour générer un emballage imprimé ; octroyer un accès limité à des parties sélectionnées du référentiel numérique à un portier et à des utilisateurs autorisés ; et transmettre les données d'emballage provenant du référentiel numérique aux utilisateurs autorisés dans une configuration utilisable pour obtenir un affichage en ligne vérifié comprenant au moins un composant textuel à titre de texte consultable et au moins une image graphique fixe capturée à partir d'un angle de visualisation sélectionné du modèle en 3D. Les données peuvent être stockées en un format protégé dans un seul compartiment de stockage.
PCT/US2018/047170 2017-08-22 2018-08-21 Système et procédé de fourniture d'un référentiel numérique de données de marchandises emballées d'un client WO2019040398A1 (fr)

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