WO2021030119A1 - Systèmes et procédés de ciblage de matériel promotionnel - Google Patents

Systèmes et procédés de ciblage de matériel promotionnel Download PDF

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Publication number
WO2021030119A1
WO2021030119A1 PCT/US2020/045028 US2020045028W WO2021030119A1 WO 2021030119 A1 WO2021030119 A1 WO 2021030119A1 US 2020045028 W US2020045028 W US 2020045028W WO 2021030119 A1 WO2021030119 A1 WO 2021030119A1
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WIPO (PCT)
Prior art keywords
consumer
gift
incentive
merchant
social media
Prior art date
Application number
PCT/US2020/045028
Other languages
English (en)
Inventor
James J. Simon
Original Assignee
MBP Insights, 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 MBP Insights, Inc. filed Critical MBP Insights, Inc.
Priority to KR1020227004646A priority Critical patent/KR20220042145A/ko
Priority to EP20852589.9A priority patent/EP4014189A4/fr
Publication of WO2021030119A1 publication Critical patent/WO2021030119A1/fr

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Classifications

    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
    • G06Q30/0217—Discounts or incentives, e.g. coupons or rebates involving input on products or services in exchange for incentives or rewards
    • 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
    • G06Q20/00—Payment architectures, schemes or protocols
    • G06Q20/30—Payment architectures, schemes or protocols characterised by the use of specific devices or networks
    • G06Q20/36—Payment architectures, schemes or protocols characterised by the use of specific devices or networks using electronic wallets or electronic money safes
    • 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
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data
    • G06Q30/0203—Market surveys; Market polls
    • 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
    • G06Q50/00—Information and communication technology [ICT] specially adapted for implementation of business processes of specific business sectors, e.g. utilities or tourism
    • G06Q50/01—Social networking

Definitions

  • This disclosure relates generally to technological improvements in the fields of electronic marketing and electronic collection and analytics of customer satisfaction data. More specifically, the disclosure describes systems and methods for improving the efficacy of marketing incentives by leveraging improved response rates and quality of responses to consumer surveys.
  • the present disclosure provides systems and methods for improving the efficacy of marketing incentives by leveraging improved response rates and increased quality of responses to consumer surveys.
  • One aspect of the present disclosure relates to a system configured to incentivize customer feedback and, at least in part by making available gifted incentives, to identify and/ or generate viral marketing opportunities for promoting discussion, use, sharing, and purchasing of the products or services of a merchant.
  • the system may include one or more hardware processors configured by machine-readable instructions.
  • the processor(s) may be configured to select a consumer to provide feedback related to one or more transactions associated with the consumer and a merchant.
  • the processor(s) may be configured to transmit an incentive offer to one or more computing devices associated with the consumer.
  • the processor(s) may be configured to receive real-time survey feedback data from the one or more computing devices associated with the consumers.
  • the processor(s) may be further configured to transmit a gift incentive offer to one or more computing devices associated with the consumer.
  • the processor(s) may be further configured to transmit the gift incentive offer to one or more digital wallets associated with one or more prospective customers.
  • there may be a one-to-one, one-to-many, many-to-one, or many-to-many relationship of digital wallets to consumers. That is, a single consumer may be associated with one or multiple digital wallets. Likewise, more than one consumer may be associated with a single digital wallet in much the same sense as a bank account may be associated with more than one authored users. Further alternatively, more than one consumer may be associated with one or more digital wallets.
  • any references to any consumer or set of consumers being associated with, connected to, linked to, or otherwise related to any digital wallet or set of digital wallets shall be construed to include all of these types of relationships.
  • the processor(s) may be further configured to receive information related to the consumer’s choice to send the gift incentive to one or more social media contacts of the consumer.
  • the information related to the consumer’s choice to send the gift incentive to one or more social media contacts of the consumer may include any combination of the identities of the social media contacts, a number of copies of the gift incentive sent, a monetary value of the number of copies of the gift incentive sent, information related to acceptance of the gift incentive by the one or more social media contacts, information characterizing the gift incentive, and other relevant information as would be apparent to one having ordinary skill in the art.
  • a merchant may define one or more target cohorts for gifted incentives, and/or may set limits on the number or types of incentives offered. For example, in some implementations of the system, a maximum number of gift incentives that may be sent by the consumer is defined at least in part using data received from the merchant. In some implementations of the system, the gift incentive offer may be gifted by the consumer only to one or more cohorts of prospective consumers. In some implementations, a merchant may define one or more authorized cohorts to which a gift incentive offer may be transferred. In some implementations of the system, the one or more authorized cohorts of prospective consumers may be defined at least in part using data received from the merchant. In some implementations of the system, the gift incentive offer may be gifted by the consumer only to a subset of social media connections associated with the consumer. In some implementations of the system, the gift incentive offer may be gifted by the consumer only to one or more social media influencers.
  • the processor(s) may be further configured to receive information related to the consumer transmitting the gift incentive offer to one or more prospective consumers. In some implementations of the system, the processor(s) may be further configured to transmit to the merchant information related to the gift incentive offer being transmitted to the one or more prospective consumers.
  • Another aspect of the present disclosure relates to a method for improving the efficacy of marketing incentives.
  • “Efficacy” as used herein refers to any improvement, modification or change sought to be achieved as a result of using the incentives, e.g., a higher response rate, a faster transaction, a more expensive transaction, a higher return on investment, longer-term customer loyalty, more referrals to friends, fewer visits to competitors, etc.
  • the method may include selecting a consumer to provide feedback related to one or more transactions associated with the consumer and a merchant.
  • the method may include transmitting an incentive offer to one or more computing devices associated with the consumer.
  • the method may include receiving real-time survey feedback data from the one or more computing devices associated with the consumers.
  • the method may further include transmitting a gift incentive offer to one or more computing devices associated with the consumer.
  • Some implementations of the method may include transmitting a gift incentive offer to one or more computing devices associated with the consumer. Some implementations of the method may include receiving information related to the consumer’s choice to send the gift incentive to one or more social media contacts of the consumer. In some implementations of the method, a maximum number of gift incentives that may be sent by the consumer is defined at least in part using data received from the merchant. In some implementations of the method, the gift incentive offer may be gifted by the consumer only to one or more authorized cohorts of prospective consumers. In some implementations of the method, the one or more authorized cohorts of prospective consumers may be defined at least in part using data received from the merchant.
  • Some implementations of the method may further include receiving information related to the consumer transmitting the gift incentive offer to one or more prospective consumers. Some implementations of the method may further include transmitting to the merchant information relating to the gift incentive offer being transmitted to the one or more prospective consumers.
  • Yet another aspect of the present disclosure relates to a non-transient computer- readable storage medium having instructions embodied thereon, the instructions being executable by one or more processors to perform a method for improving the efficacy of marketing incentives.
  • the method may include selecting a consumer to provide feedback related to one or more transactions associated with the consumer and a merchant.
  • the method may include transmitting an incentive offer to one or more computing devices associated with the consumer.
  • the method may include receiving real-time survey feedback data from the one or more computing devices associated with the consumers.
  • the method may include transmitting a gift incentive offer to one or more computing devices associated with the consumer.
  • the method of the instructions embodied on the non-transient computer-readable storage medium may further include receiving information related to the consumer’s choice to send the gift incentive to one or more social media contacts of the consumer.
  • the method of the instructions embodied on the non-transient computer-readable storage medium may further include transmitting to the merchant information related to the gift incentive offer being transmitted to the one or more prospective consumers.
  • Couple and its derivatives refer to any direct or indirect communication between two or more elements, whether or not those elements are in physical contact with one another.
  • the term “or” is inclusive, meaning and/ or.
  • controller means any device, system or part thereof that controls at least one operation. Such a controller may be implemented in hardware or a combination of hardware and software and/or firmware. The functionality associated with any particular controller may be centralized or distributed, whether locally or remotely.
  • phrases “at least one of,” when used with a list of items, means that different combinations of one or more of the listed items may be used, and only one item in the list may be needed.
  • “at least one of: A, B, and C” includes any of the following combinations: A, B, C, A and B, A and C, B and C, and A and B and C.
  • various functions described below can be implemented or supported by one or more computer programs, each of which is formed from computer readable program code and embodied in a computer readable medium.
  • application and “program” refer to one or more computer programs, software components, sets of instructions, procedures, functions, objects, classes, instances, related data, or a portion thereof adapted for implementation in a suitable computer readable program code.
  • computer readable program code includes any type of computer code, including source code, object code, and executable code.
  • computer readable medium includes any type of medium capable of being accessed by a computer, such as read only memory (ROM), random access memory (RAM), a hard disk drive, a compact disc (CD), a digital video disc (DVD), solid state drives (SSDs), flash, or any other type of memory.
  • ROM read only memory
  • RAM random access memory
  • CD compact disc
  • DVD digital video disc
  • SSDs solid state drives
  • flash or any other type of memory.
  • a “non- transitory” computer readable medium excludes wired, wireless, optical, or other communication links that transport transitory electrical or other signals.
  • a non-transitory computer readable medium includes media where data can be permanently stored and media where data can be stored and later overwritten, such as a rewritable optical disc or an erasable memory device.
  • An “incentive offer” refers to an offer by a party to provide something of monetary or other value in exchange for another party’s action.
  • An “incentive” for purposes of this disclosure may include anything intended or believed by one party to increase the likelihood that another party will act in a certain way or provide something of value, regardless of whether the likelihood is actually increased.
  • an “incentive offer” may be made by a merchant to a consumer or prospective consumer in an attempt to induce the consumer or prospective consumer to act — for example and without limitations, to provide feedback about the merchant.
  • a “gift incentive” or “gift incentive offer” refers to a potential reward made available to a consumer for transfer to a third party, such as another consumer or prospective consumer.
  • a “gift incentive” or “gift incentive offer” may refer to an immediate reward made available to the third party — as in, for example, the case of a coupon redeemable for a free item at a particular retailer — or a conditional reward made available to the third party — for example, an offer that requires some action on the part of the third party before a reward will be bestowed.
  • the universe of available gift incentives and gift incentive offers may be identical to or substantially overlap with the universe of offers and rewards available in connection with “incentive offers” to established consumers.
  • the universe of available gift incentives and gift incentive offers may also include additional or exclusive offer terms or rewards made available only as gift incentives.
  • FIGURE 1 illustrates a high-level component diagram of an illustrative system architecture, according to some embodiments of this disclosure.
  • FIGURE 2 illustrates details of an example consumer profile according to various embodiments.
  • FIGURE 3 illustrates details of an example incentive selection module according to various embodiments.
  • FIGURE 4 illustrates a partial list of available merchant incentive preferences according to various embodiments.
  • FIGURE 5 illustrates example consumer device applications screens according to some embodiments of the present invention.
  • FIGURE 6 illustrates an example display of an incentive reward appearing in a digital wallet interface according to some embodiments.
  • FIGURE 7 illustrates an example display of an electronically generated social media post according to some embodiments.
  • FIGURE 8 illustrates an example merchant dashboard display according to some embodiments of the present invention.
  • FIGURE 9 illustrates example merchant mobile dashboard displays according to some embodiments of the present invention.
  • FIGURE 10 represents a flowchart for a method of receiving real-time consumer transactional feedback according to some embodiments of this disclosure.
  • FIGURE 11 represents a flowchart for a method of operating a consumer feedback incentive system including a merchant analytics platform according to some embodiments of this disclosure.
  • FIGURE 12 represents a flowchart for a method of promoting a product or service by making incentive offers available for gifting by a consumer who has provided real-time survey feedback.
  • Improvement is desired in the quantity, quality, and timeliness of consumer satisfaction data. Further improvement is desired with respect to the analytical and display capabilities of a merchant platform for motivating, receiving, incentivizing, monitoring, and studying consumer feedback. Still further improvement is desired with respect to promoting goods and services to prospective consumers who are most likely to become customers — for example by making available gift incentives that may be shared by existing customers with their social media contacts, promoting a type a viral marketing.
  • the present disclosure relates in part to incentivi2ing rapid responses by providing an improved merchant analytics platform in connection with a system for improving response rates and quality of responses to consumer surveys.
  • the present disclosure also relates to incentivi2ing and receiving real-time, near-time, or batch consumer transactional feedback.
  • references to “real-time” responses should be understood to include responses made in a relatively short amount of time after receipt of a survey or other request for feedback, but shall not be construed to strictly require an immediate response.
  • the present disclosure describes evaluating the salience of transaction data, consumer data, and feedback and survey data.
  • the systems and methods may include consideration of weighted averages, nonparametric ranking methods, Bayesian analyses, Markovian processes and analyses, and other types and methods of statistical and data analysis, as appropriate.
  • references to “data” and related concepts in this disclosure should be understood to refer to plain text data, encrypted or hashed data, data stored or transmitted by any other technologically feasible format not specifically named here, or any combination of formats thereof.
  • the disclosure additionally provides systems and methods for promoting goods and services of a merchant by making available gift incentives that may, for example, be sent by an existing customer who has provided real-time feedback to prospective consumers of the goods or services. For example, a satisfied customer may receive both a reward for giving prompt feedback and an opportunity to gift one or more incentives to the consumer’s social media contacts.
  • a merchant may specify one or more cohorts to target for such gifted incentives.
  • a cohort may be defined in various ways, for example based on demographic or psychographic data or on information associated with one or more lifestyle classifications or taxonomies.
  • a merchant may also define one or more limits on the number and types of gifted incentives available.
  • a merchant may define a total maximum number of gifted incentives available, and/or set numerical- or time -based limits on how many gift incentives each consumer (or a particular consumer) may acquire or transfer.
  • the social media nature of the gifted incentive may be intended to provoke a type of “viral” marketing based on consumers’ trust of recommendations made by friends, acquaintances, and peers over recommendations made by the use of more traditional marketing techniques.
  • recommendations of peers, friends, family, and social media contacts may be perceived as, for example, more authentic, more trustworthy, more proximate, and/ or more reliable than traditional marketing or advertising.
  • Such a determination may be made using a variety of input factors, such as the past behavior of a specific consumer and/ or consumers sharing particular attributes or characteristics, including derived or inferred attributes.
  • various parameters may, in general, be ranked according to an expected likelihood of compatibility. For example, all available incentives could be ranked for likelihood of effectiveness at the time of a transaction based on numerous factors including but not limited to demographic and psychographic attributes of the consumer, geographical location of the point of sale, time of day, type of goods or services involved in the transaction, etc.
  • FIGURES 1 through 12 discussed below, and the various embodiments used to describe the principles of this disclosure are by way of illustration only and should not be construed in any way to limit the scope of the disclosure.
  • the example architecture 100 includes a network 120 that communicatively couples various devices, including the consumer feedback incentivizing service 102, user device 128, merchant computing system 122, and consumer digital wallet 132.
  • the network 120 can include local area networks (LANs) and wide area networks (WANs).
  • the network 102 can include wired technologies (e.g., Ethernet ®) and wireless technologies (e.g., Wi-Fi®, code division multiple access (CDMA), near-field communication (“NFC”), global system for mobile (GSM), universal mobile telephone service (UMTS), Bluetooth®, and ZigBee®.
  • the user device 104 can use a wired connection or a wireless technology (e.g., Wi Fi®) to transmit and receive data over the network 120.
  • a wireless technology e.g., Wi Fi®
  • all or a portion of the data may be primarily stored or backed up in a distributed ledger system such as, without limitation, blockchain.
  • a distributed ledger system such as, without limitation, blockchain.
  • consumer feedback data may be stored in a distributed ledger system for purposes of maintaining and improving the integrity of the data, which is collected from numerous, disparate devices and sources.
  • Use of a distributed ledger may also enable easier sharing of relevant data across disparate platforms and organizations.
  • a distributed ledger may, in some embodiments, be used to enable and track incentive availability, incentive reward histories, consumer profiles, etc. as further described herein.
  • a distributed ledger may, in some embodiments, be used to enable certain data to be accessed only by authorized parties.
  • consumer feedback incentivizing service 102 may be configured to select a consumer to provide feedback related to one or more transactions associated with the consumer. Consumer feedback incentivizing service 102 may then select a survey comprising one or more questions related to the one or more transactions associated with the consumer. For example, consumer feedback incentivizing service 102 may communicate information about the selected consumer and/or transaction(s) to survey generation module 114. In some embodiments, the information communicated to survey generation module 114 about the consumer may include all or part of a stored consumer profile 118. According to some embodiments, survey generation module 114 may then match the consumer or attributes of the consumer with one or more surveys stored in database 116 of survey generation module 114 and transmit the one or more selected surveys back to consumer feedback incentivizing service 102.
  • consumer feedback incentivizing service 102 may transmit, for display on a computing device of the consumer, the one or more selected surveys related to the one or more transactions associated with the consumer.
  • the computing device may broadly be any user-operated device having computing hardware, however it should be understood that a typical implementation may include any device capable of operating wirelessly, such as a smartphone, tablet, laptop, or desktop computer.
  • consumer feedback incentivizing service 102 transmits one or more surveys to user device 128 for display, via client application 130 showing on a user interface (e.g., a touch screen or other standard computing interface) of user device 128.
  • User device 128 may be any suitable computing device, such as a smartphone, tablet, or desktop or laptop computer.
  • User device 128 may be include a user interface configured to execute a client application 130.
  • Client application 130 may be implemented in computer instructions stored on one or more memory devices and executed by one or more processing devices of the user device 128.
  • Client application 130 may be a standalone application installed on user device 128 or may be an application that is executed by another application, such as a website in a web browser.
  • Consumer feedback incentivizing service 102 may include a computing device 104 having one or more processors 106 for executing the tasks of consumer feedback incentivizing service 102 and a computing device database 108.
  • Computing device 104 may be any suitable computing device such as a computer server, laptop, tablet, smartphone, or desktop or laptop computer.
  • the one or more processors 106 may be configured to execute computer instructions stored on computing device 104 or elsewhere in consumer feedback incentivizing service 102.
  • Database 108 of computing device 104 may store any data necessary to enable the operation of consumer feedback incentivizing service 102.
  • database 108 may include consumer profiles including information associated with consumer profile 118, incentive selection module 110, and/or survey generation module 114.
  • consumer feedback incentivizing service 102 may transmit, to incentive selection module 110, information related to the consumer and/or the one or more transactions.
  • incentive selection module 110 may then match the consumer or attributes of the consumer with one or more incentives stored in database 112 of incentive selection module 110 and transmit information about the selected one or more incentives back to consumer feedback incentivizing service 102.
  • incentives Examples of incentives that may be available include the granting of retailer discounts on future purchases, contest entries, free goods or services redeemable at a particular merchant or franchise, reward program points, or any other suitable incentive reward as may be appropriate to the consumers and businesses involved.
  • Consumer feedback incentivizing service 102 may transmit, for display on a computing device of the consumer — for example, a smartphone — the one or more incentives selected by incentive selection module 110. According to some embodiments, consumer feedback incentivizing service 102 transmits information related to one or more incentives to user device 128 for display, via a client application 130 showing on a user interface of user device 128.
  • the consumer or other user of user device 128 may input a response to the one or more surveys at the user interface of user device 128. These responses may then be transmitted, via network 120, back to consumer feedback incentivizing service 102.
  • consumer feedback incentivizing service 102 may fulfil the incentive offer.
  • consumer feedback incentivizing service may fulfil the incentive offer at least in part by communicating a coupon or voucher to the consumer via user device 128 or other contact information as may be available, for example as part of consumer profile 118.
  • consumer feedback incentivizing service 102 may fulfil the incentive offer at least in part by adding an incentive benefit to a digital wallet 132 associated with the consumer.
  • consumer feedback incentivizing service 102 may add an incentive reward of a free bagel at a local shop directiy into the consumer’s digital wallet.
  • Digital wallet 132 may be Apple PayTM, Google PayTM, Samsung PayTM, or any other suitable digital wallet or digital transaction facilitation application.
  • one or more digital wallets 132 may correspond to various prospective consumers, for example prospective consumers to whom gift incentives may be given.
  • some or all of consumer feedback incentivizing service 102 may be in communication one or more merchant computing systems 122.
  • a merchant, retailer, or other goods or service provider may establish one or more desired consumer profiles 124 stored in a database 126 of merchant computing system 122.
  • the desired consumer profile(s) may define attributes of consumers that the merchant would like survey answers from.
  • merchant computing system 122 may also provide survey preferences and/ or survey questions provided by the merchant to consumer feedback incentivizing service 102 and/or survey generation module 114. According to some embodiments, merchant computing system 122 may also provide incentive preferences and/ or information about available incentives to consumer feedback incentivizing service 102 and/or incentive selection module 110.
  • Merchant computing system 122 may be any suitable computing devices such as a computer server, laptop, tablet, smartphone, or desktop or laptop computer.
  • Database 126 of merchant computing system 122 may store any data necessary to enable the operation of merchant computing system 122.
  • Merchant computing system 122 may represent any computing system through which a merchant may access information about the consumer feedback and incentivizing services. For example, through merchant interface 134, a merchant may view information provided by merchant analytics platform 138.
  • a merchant may use incentive selection module 136 to define and activate various incentives that the merchant wants to use to incentivize its customers to provide prompt feedback.
  • a merchant may also define one or more attributes for consumers it wishes to incentivize, for example by creating one or more desired consumer profiles 124.
  • Merchant analytics platform 138 may be a standalone application resident on a remote system. In other embodiments, merchant analytics platform 138 may reside elsewhere, for example as an application running on the merchant computing system 122 or on consumer feedback incentivizing service 102.
  • Merchant analytics platform 138 may collect and analyze consumer feedback data received by consumer feedback incentivizing service 102.
  • merchant analytics platform 138 may provide analysis related to one or more of customer comments, customer demographics, customer psychographics, merchant rating data, at least one estimate of consumers gained as a result of the merchant using the system, at least one estimate of the value of consumers gained as a result of the merchant using the system, an accounting of the value of incentives delivered by the system on the merchant’s behalf, and data associated with one or more rates of success associated with at least one of the one or more incentive offers.
  • This list is non-exhaustive, as numerous other analyses and reports may be provided, as would be apparent to one having ordinary skill in the art.
  • information may be displayed in any one or a combination of various forms - for example, visual forms, auditory forms, haptic forms, tactile forms, or any other appropriate form of information delivery as would be apparent to a person having ordinary skill in the art.
  • a merchant analytics platform 138 may allow a merchant to download raw data.
  • a merchant may be able to select to download all available feedback data, or to define a particular set of data for download, for example by limiting the sample according to time, geography, customer type, customer attributes, or other demographic or psychographic data.
  • Examples of information that may be downloaded and cross-referenced or otherwise analy2ed by a merchant include geographical location, star rating or other feedback rating data, survey completion percentage and other related data, purchase items and values, day and time of purchases and survey completions, and information related to gifted incentives.
  • FIGURE 2 illustrates details of an example consumer profile according to various embodiments.
  • Consumer profile 202 represents an individual consumer or consumer group.
  • a consumer profile 118 of Figure 1 may be arranged similar to or contain information similar to that described herein with respect to consumer profile 202 of Figure 2.
  • a desired consumer profile 124 may be arranged similar to or contain information similar to that described here with respect to consumer profile 202 of Figure 2.
  • Consumer demographic data 204 of consumer profile 202 may include, according to some embodiments, demographic data associated with one or more consumers, such as age, gender, race, occupation, income, hobbies, location of residence, eating habits, and other suitable demographic information. Consumer demographic data 204 and other information of consumer profile 202 may be ultimately intended to provide a high level of granularity to a merchant when considering who is buying or may be likely to buy particular goods or services.
  • Consumer geographic location data 206 of consumer profile 202 may include, according to some embodiments, geographical location information such as Global Positioning System (“GPS”) or other suitable location information location related to a user’s residence, workplace, common vacation or work travel locations, favorite restaurants, etc.
  • GPS Global Positioning System
  • Consumer geographic location data 206 may also include actual location history of an individual consumer or group (“cohort”) of consumers. According to some embodiments, consumer geographic location data 206 may include projections of likely future location information. Any location information of consumer geographic location data 206, according to some embodiments, may be stored with corresponding data and time stamp information.
  • Consumer survey response history 208 of consumer profile 202 includes, according to some embodiments, information related to whether, when, and how often one or more consumers associated with consumer profile 202 — or people sharing certain actual, predictable or derivable attributes with those one or more consumers — have responded to previous survey questions presented to the one or more consumers associated with consumer profile 202. Such analysis may, in some embodiments, be aided by the use of various artificial intelligence or machine learning techniques, as appropriate.
  • consumer survey response history 208 may include information related to the types of survey questions the one or more consumers associated with consumer profile 202 have responded to in the past, and/ or projected attributes of survey questions the one or more consumers associated with consumer profile 202 may be likely to respond to in the future.
  • a consumer profile 202 may include projected attributes of consumers who are likely to respond to the survey questions that are available or expected to be available, or for which answers and feedback are desired.
  • Consumer spending habit data 210 of consumer profile 202 includes, according to some embodiments, information related to past purchases made by the one or more consumers associated with consumer profile 202. According to some embodiments, consumer spending habit data 210 of consumer profile 202 may further include projections related to likely future spending habits of the one or more consumers associated with consumer profile 202. According to some embodiments, information of consumer spending habit data may include purchase amounts and frequency of various types of purchases, and other appropriate consumer spending habit data as one having ordinary skill in the art would recognize.
  • Incentive preference data 212 and consumer incentive history 214 of consumer profile 202 include, according to some embodiments, information related to whether, when, and how often one or more consumers associated with consumer profile 202 have responded to previous incentives offered (consumer incentive history 214) in exchange for completing surveys.
  • incentive preference data 212 may include information related to the types of incentives the one or more consumers associated with consumer profile 202 have responded to in the past and/ or projected attributes of incentives the one or more consumers associated with consumer profile 202 may be likely to respond to in the future.
  • Consumer digital wallet identifier(s) 216 include any suitable digital wallet or digital transaction facilitation platforms associated with one or more consumers associated with consumer profile 202.
  • FIGURE 3 illustrates details of an example incentive selection module according to various embodiments.
  • Incentive selection module 110 of Figure 1 may, in some embodiments, be arranged similar to or contain information similar to that described herein with respect to incentive selection module 302.
  • Incentive selection module may be configured, inter alia , to combine known attributes of a selected consumer or group of consumers with a merchant’s preference data and available incentives in order to select the best incentive match when taking into account various factors such as likelihood of response and how closely the targeted or selected consumer (also referred to herein as the “immediate consumer”) matches the merchant’s preference.
  • Consumer incentive preference data 304 may include information related to the types of incentives the immediate consumer or group of consumers has responded to in the past and/or projected attributes of incentives the immediate consumer or group of consumers may be likely to respond to in the future.
  • Merchant preference data 306 may include any information provided by a merchant or merchants about a desired consumer that the merchant or merchants would like to have survey feedback data from.
  • Merchant preference data may be input via a merchant interface and survey results may be provided to the merchant through the same interface or another interface.
  • merchant preference data may include some or all of the information of a desired consumer profile, which may be similar to a consumer profile 202 as discussed with respect to FIGURE 2.
  • Consumer survey response history 308 includes, according to some embodiments, information related to whether, when, and how often one or more consumers have responded to previous survey questions presented to the immediate consumer or group of consumers. According to some embodiments, consumer survey response history 308 may include information related to the types of survey questions the consumer or group of consumers has responded to in the past, and/ or projected attributes of survey questions the consumer or group of consumers may be likely to respond to in the future.
  • Consumer spending habit data 310 includes, according to some embodiments, information related to past purchases made by the immediate consumer or group of consumers. According to some embodiments, consumer spending habit data 310 may further include projections related to likely future spending habits of the immediate consumer or group of consumers. According to some embodiments, information of consumer spending habit data may include purchase amounts and frequency of various types of purchases, and other appropriate consumer spending habit data as one having ordinary skill in the art would recognize.
  • Incentive database 312 may be populated with incentives provided by merchants and available immediately, at any time in the future, and/ or at other franchise locations or retailers — for example, a free drink or free donut at a local donut shop.
  • incentive database 312 may also or alternatively include incentives generated by consumer feedback incentivizing service 102 or other appropriate sources.
  • FIGURE 4 illustrates a partial list of available merchant incentive preferences according to various embodiments.
  • Merchant incentive preferences 402 according to some embodiments represent an individual merchant, retailer, or service provider or a group of merchants, retailers, or service providers.
  • merchant incentive preferences may be communicated, for example, from a merchant computing system 122 to an incentive selection module 110 as described with reference to Figure 1.
  • current incentive(s) description 404 includes details of what incentives are offered by a merchant or group of merchants, how long they are offered, which attributes of consumers, if any, are required in order to make the offer, and any other appropriate descriptive incentive details as one having ordinary skill in the art would recognize.
  • Incentive expiration information 406 of merchant incentive preferences 402 may include information including one or more expiration dates associated with available incentives or incentive descriptions 404.
  • “Max incentives per time period” 412 of merchant incentive preferences 402 may define, according to some embodiments, the maximum number of incentives available to an individual consumer or group of consumers within a defined period of time. According to some embodiments, max incentives per time period 412 may define the maximum number of incentives associated with a particular merchant or group of merchants that may be made available to any party during a defined period of time.
  • Incentive gifting availability 408 of merchant incentive preferences 402 may include, according to some embodiments, information related to whether, how often, and how many times various incentives may be gifted from the original earner to third parties. For example, as described elsewhere herein and according to some embodiments, after the incentive has been fulfilled or delivered to a digital wallet of a consumer, the consumer may be presented with an option to gift the same or similar incentive to a third party, or to split a gift incentive among multiple parties.
  • “max gifting of incentive” 410 may define, with regard to one or more incentives, a maximum number of times an incentive may be gifted during a defined period of time, during the life of the incentive, during the life of the consumer or merchant, or any other appropriate restriction as would be apparent to one having ordinary skill in the art.
  • alert preferences 414 may define the type and frequency of notifications provided to consumers and/ or merchants regarding incentive status or earning.
  • FIGURE 5 illustrates example consumer device application screens according to some embodiments of the present invention. All aspects of the interface and content presented here are merely exemplary and shall not, for example, be understood to limit the disclosure to any particular user interface configuration.
  • Screen 502 shows an exemplary payment interface on a user device, for example user device 128 as described with reference to Figure 1.
  • a user is presented with options to complete payment associated with a purchase.
  • this payment screen may be a digital wallet application itself or linked to a digital wallet of the user.
  • Interface 508 presents, as an example, a survey question in the simple and familiar “star rating” format.
  • the commonly used “star rating” format is merely exemplary, and numerous other simple rating systems are available, as would be apparent to one having ordinary skill in the art.
  • Field 510 according to some embodiments allows the user to type a message to the retailer if desired.
  • selection 512 of screen 504 allows the user to specify that the user would like to be contacted by the merchant, for example in the event the user has a complaint or praise to share regarding the goods or services of the merchant or service provider.
  • an incentive is presented to the user to entice the user to complete the survey question 508.
  • submit button 516 allows the user to choose to claim the incentive offered at location 514 of screen 504.
  • the user After completion of the survey question 508 of screen 504 and claiming the incentive offered at location 514 of screen 504, the user is presented, according to some embodiments, with screen 506 or similar. Interface location 518 displays, according to the exemplary embodiment, the results of the consumer or user’s response to survey question 508. [0083] At location 520 of screen 506, the user is presented, according to some embodiments, with an offer to gift an incentive to one or more third parties. According to some embodiments, field 522 of screen 506 allows the user to enter identification information of one or more third parties to receive a gifted incentive. For example, a user may enter into field 522 one or more e-mail addresses, digital wallet IDs, phone numbers, messenger application IDs, biometric information, encryption or other keys, or other appropriate identification information as would be apparent to one having ordinary skill in the art.
  • FIGURE 6 illustrates an example display of an incentive reward appearing in a digital wallet interface.
  • screen 602 may represent a digital wallet application or another client application, for example client application 130 of user device 128 as described with reference to FIGURE 1.
  • Identifier 604 of screen 602 identifies the particular digital wallet or other payment platform in present use.
  • a user is presented with credit card information related to the digital wallet and/ or a recent transaction or transactions.
  • an incentive reward is shown as being available in the digital wallet 604.
  • an incentive reward may be transmitted to or enabled directly in a consumer’s digital wallet in response to the consumer completing one or more prerequisites to earning the incentive — for example by transacting business with and completing a survey question from an incentivizing merchant.
  • FIGURE 7 illustrates an example display of an electronically generated social media post.
  • screen 702 may represent a social media post automatically generated on behalf of a user, for example by a consumer feedback incentivizing service 102 as described with reference to Figure 1.
  • Identifier 704 of screen 702 identifies the particular social media platform in present use.
  • Example profile information 706 of screen 702 shows an identity of the member of social media platform 704 who will make the social media posting.
  • social media post 708 includes a message automatically generated on behalf of the social media user.
  • Controls 710 of screen 702 provide additional controls related to social media posting.
  • field 712 of exemplary screen 702 allows the social media user to add additional comments to the social media posting, if desired.
  • FIGURE 8 illustrates yet another example merchant dashboard display according to some embodiments of the present invention.
  • Example display 802 may be delivered via a merchant dashboard or merchant analytics platform.
  • the content of example display 802 may be delivered via a web browser or the screen of a mobile device associated with the merchant.
  • display 802 may include an advertising banner for displaying targeted advertisements to a merchant/user, as represented at location 808 of FIG. 8.
  • the merchant is presented with an example advertisement for “50% off’ of paper goods at a particular retailer.
  • Area 804 of example display 802 represents one of a plurality of display sections, which may be similar or identical to a display frame or window. According to some embodiments, area 804 may offer one or more choices related to the types of data to be displayed in one or more other areas of display 802. In the example of FIG. 6, the choices “Sales Overview,” “No. Of Orders,” “Avg. Discounts,” and “Locations” are available to the merchant/user. In the example of FIG. 8, “Sales Overview” has been selected.
  • representations related to received feedback data may be displayed in area 806.
  • a pie chart is displayed at area 810, the pie chart representing the percentage of feedback surveys received according to the gender of the consumer completing the feedback survey.
  • a pie chart is presented at area 812, the pie chart representing a breakdown of the percentage of feedback surveys completed in four age groups — ⁇ 18, 18—29, 30—50, and >50 years of age.
  • the screens of FIG. 8 are exemplary only, as numerous other charts may be constructed and provided, including charts and infographics of all forms, and numerous other analyses and reports may be provided, as would be apparent to one having ordinary skill in the art.
  • FIGURE 9 illustrates example merchant mobile device dashboard displays according to some embodiments of the present invention.
  • section 908 displays a bar graph representing the number of surveys sent each day of the current week.
  • section 910 of example mobile screen 902 information is displayed related to the first-used applications on consumer devices, where such first use immediately follows the notification of the request for feedback or survey completion.
  • section 912 displays a bar graph representing the number of feedback responses received each day of the current week.
  • information is displayed related to the first-used applications on consumer devices immediately following completion by the consumer of a feedback survey.
  • example display 904 may alternatively or additionally include information about responses to gift incentive offers, including for example how many gift incentives are available, how many gift incentives have been transferred, data related to conversion of prospective consumers who receive gift incentives into regular customers of the merchant, etc.
  • section 916 displays a bar graph representing the estimated time spent by the merchant each day of the week related to three categories: “Social Networking,” “Productivity,” and “Other.”
  • information is displayed showing the most-used applications by time on the merchant’s mobile device.
  • the screens of FIG. 9 are exemplary only, as numerous other screens may be constructed and displayed, and numerous other analyses and reports may be provided, as would be apparent to one having ordinary skill in the art.
  • FIGURE 10 represents a flowchart 1000 for a method of receiving real-time consumer transactional feedback. According to some embodiments, some or all of the steps of flowchart 1000 may be carried out by a system like system 100 as described with reference to Figure 1.
  • a consumer is selected to provide feedback related to one or more transactions conducted by the consumer. According to some embodiments, the consumer may be selected based on matching attributes of a desired consumer profile provided by a merchant. In some embodiments, a consumer may be selected at least in part on the basis of the consumer having transacted business with a particular merchant or set of merchants that have requested that all of that merchant’s or set of merchants’ customers be surveyed.
  • a survey is generated for the consumer, the survey comprising one or more questions related to the one or transactions associated with the consumer.
  • a survey question may simply ask for a general level of satisfaction with the merchant’s services, with the merchant’s product offering, or with the transaction generally.
  • an incentive offer is selected.
  • the incentive offer may be selected from an incentive database, for example because the consumer or transaction matches attributes of a desired consumer profile provided by a merchant.
  • information related to the survey and the incentive offer is transmitted to the user or the user’s device.
  • the survey and incentive offer may be presented to the consumer on the consumer’s computing device (e.g., smartphone) via a touch user interface (step 1010).
  • a response to the survey is received from the user or consumer.
  • a consumer might use a touch screen of the consumer’s device to complete the survey.
  • the incentive in response to receiving the survey response (according to some embodiments, a prerequisite for obtaining the incentive), the incentive is fulfilled.
  • the incentive information may be transmitted to the consumer’s device or directly to the consumer’s smart wallet.
  • FIGURE 11 represents a flowchart for a method of operating a consumer feedback incentive system that includes a merchant analytics platform, according to some embodiments of this disclosure.
  • one or more incentive offers are transmitted to one or more computing devices associated with one or more consumers.
  • the consumers may be selected according to any of the methods and parameters discussed elsewhere herein.
  • real-time survey feedback data is received from the one or more computing devices associated with the one or more consumers.
  • “real-time” in this context shall not be construed to strictly require immediate feedback.
  • a merchant is provided with access to a merchant analytics platform (or dashboard). The merchant may, according to various embodiments, access this platform via a web browser, a mobile application, or any other suitable method as would be apparent to a person having ordinary skill in the art.
  • one or more representations associated with the real-time survey feedback may be displayed via a user interface of the merchant analytics platform.
  • any of the graphical representations of FIGs. 6—9, or other data as appropriate may be displayed from a merchant indicating one or more attributes of consumers to which the merchant desires that incentive offers be made.
  • a merchant may, for example, create one or more desired consumer profiles based on demographic data, psychographic data, spending habits, geographical location, or other consumer-related data.
  • the system may receive input from the merchant defining one or more incentive offers.
  • the merchant may define one or more incentives to be offered to its customers to encourage prompt feedback or survey participation.
  • the merchant may additionally define one or more gift incentives.
  • the incentives and/ or gift incentives may include perks or free items at the incentivizing merchant or at other relevant retailers.
  • the system may receive input from a merchant defining various limits to the availability of gift incentives.
  • a merchant may limit the number and type of gift incentives available.
  • a merchant may define one or more cohorts based on any combination of demographic or psychographic data including but not limited to age, gender, race, occupation, income, hobbies, geographical location, eating habits, or other suitable demographic or psychographic information.
  • additional information may be used to target particular consumers or consumer cohorts — based on, for example, spending habits, previous purchase or consumption of the merchant’s goods or services, previous response(s) to surveys or feedback requests, etc.
  • FIGURE 12 represents a flowchart for a method of promoting a product or service by making incentive offers available for gifting by a consumer who has provided real-time survey feedback, according to some embodiments of the disclosure.
  • a consumer is selected to provide feedback about a transaction between the consumer and a merchant.
  • the consumer may be selected based on matching certain attributes of a desired consumer profile provided by a merchant.
  • a consumer may be selected at least in part on the basis of the consumer having transacted business with a particular merchant or set of merchants that have requested that all of that merchant’s or set of merchants’ customers be surveyed.
  • a survey and an incentive offer are transmitted to the user or one or more devices associated with the user.
  • the survey and incentive offer may be presented to the consumer on the consumer’s computing device (e.g., smartphone) via a touch user interface.
  • a response to the survey is received from the user or consumer.
  • a consumer might use a touchscreen of the consumer’s device to complete the survey or provide other forms of feedback to the merchant.
  • gift incentive targeting information is received from a merchant.
  • a merchant may define one or more cohorts based on any combination of demographic or psychographic data including but not limited to age, gender, race, occupation, income, hobbies, geographical location, eating habits, or other suitable demographic or psychographic information.
  • additional information may be used to target particular consumers or consumer cohorts — based on, for example, spending habits, previous purchases or consumption of the merchant’s goods or services, previous responses to surveys or feedback requests, previous purchases or consumption of other merchants’ goods or services, etc.
  • gift incentives may be intended to target new or preexisting prospective consumers and/ or to promote so-called “viral” marketing of the merchant’s goods and services, for example on various social media platforms.
  • a gift incentive offer may include an offer to the consumer to share the gift incentive with one or more other individuals.
  • the consumer may be able to select to send a gift incentive to anyone from one or more of the consumer’s social media contact lists.
  • the consumer may be able to select to send a gift incentive offer to anyone from any suitable contact list (e.g., saved in a smartphone, saved in an email account, etc.).
  • the merchant or system may define limits as to the number and type of incentives available for gifting.
  • gift incentives may be limited to one or more particular cohorts of prospective consumers or other individuals. For example, a merchant may specify that a particular incentive should be made available for gifting only to individuals who are 18 years of age or older, or who reside in one of several selected metropolitan areas; or to any other suitable or desirable cohort as one having ordinary skill in the art would understand.
  • any limits or targeting parameters associated with available gift incentives may be defined at least in part by a merchant — for example, via a merchant dashboard or other suitable platform as one having ordinary skill in the art would understand.
  • such limits and targeting of gift incentives or other incentives may be defined at least in part by machine learning, artificial intelligence, neural network, or other algorithms.
  • one or more machine learning models may be trained to select consumers to provide certain gift incentive offers based on the consumers matching certain data patterns.
  • the data patterns may pertain to their previous spending habits, purchase, consumption, and/ or usage of various merchants’ goods and/ or services.
  • the data patterns may also pertain to various cohorts to which it is desirable for consumers to transmit the gift incentive offers.
  • a certain cohort may be associated with a geographic region where a surplus of a product is located and the one or more machine learning models may be trained to select consumers in that geographic region to provide the gift incentive offers related to the product in the hopes that those consumers will transmit the gift incentive offers to other consumers in the geographic region.
  • notification of one or more gift incentives may be presented to the consumer on the consumer’s computing device (e.g. a smartphone).
  • any limits associated with the availability of gift incentives may also be presented to the consumer.
  • the consumer may be presented with an interface enabling the consumer to select one or more individuals to receive one or more available gift incentives.
  • the consumer and gift incentive offer recipients may be presented with an option to make a social media post about the incentive and/ or the merchant itself. If the option is selected, a social media post may be generated and presented in a social media forum.
  • a connection may be made with an application programming interface (API) of a social media platform.
  • the API may expose an interface with available functions and/or operations to utilize to generate the social media post (e.g., as depicted in FIGURE 7) on the social media platform.
  • the gift incentive offer may be transmitted to one or more digital wallets associated with the individuals (“prospective consumers”) whom the consumer has selected to receive one or more gift incentives.
  • the gift incentive offer may be received by the computing devices executing the digital wallets and automatically stored in the digital wallets associated with the individuals whom the consumer has selected.
  • the gift incentive offers may be automatically used when the individuals perform a transaction associated with a good or service pertaining to the gift incentive offer.
  • the individuals may be able to select the gift incentive offers to apply to a transaction associated with the gift incentive offer.

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Abstract

L'invention concerne des systèmes, des procédés et des supports de stockage permettant d'améliorer l'efficacité de mesures incitatives de marketing en améliorant les taux de réponse et la qualité des réponses aux enquêtes menées auprès des consommateurs. Des modes de réalisation donnés à titre d'exemple peuvent, entre autres choses : sélectionner un consommateur pour fournir des commentaires concernant une ou plusieurs transactions associées au consommateur et à un commerçant ; transmettre une offre incitative à un ou plusieurs dispositifs informatiques associés au consommateur ; recevoir des données de commentaires d'enquête en temps réel provenant du ou des dispositifs informatiques associés au consommateur ; et transmettre une offre incitative sous forme de cadeau à un ou plusieurs dispositifs informatiques associés au consommateur.
PCT/US2020/045028 2019-08-12 2020-08-05 Systèmes et procédés de ciblage de matériel promotionnel WO2021030119A1 (fr)

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