WO2022071806A1

WO2022071806A1 - Method and system for incentivizing customer loyalty

Info

Publication number: WO2022071806A1
Application number: PCT/NL2021/050599
Authority: WO
Inventors: Jurgen Adrianus Franciscus Johannes SWAANS; Igor Franciscus STRIBOS; Mark Antoon Reinier Koen PHILIPSE; Leon Andrew ROWLAND
Original assignee: Magneds Ip Bv
Priority date: 2020-10-02
Filing date: 2021-10-01
Publication date: 2022-04-07
Also published as: DE212021000472U1; NL2026611B1

Abstract

With the number of retail establishments that exist today, a retailer or retailer chain is constantly striving to attract and keep the attention of customers to encourage them to shop at its retail stores, such as a super market. The invention relates to a method for incentivizing customer loyalty. The invention also relates to a system for performing the method according to the invention.

Description

Method and system for incentivizing customer loyalty

The invention relates to a method for incentivizing customer loyalty. The invention also relates to a system for performing the method according to the invention.

With the number of retail establishments that exist today, a retailer or retailer chain is constantly striving to attract and keep the attention of customers to encourage them to shop at its retail stores, such as a super market. As a way to retain customers and increase sales, several retailer utilize customer loyalty programs. Loyalty programs typically provide a customer a discount on their purchase or tie some type of points/award to their transaction. Here, it is known that a physical collectible, such as e.g. a soccer card depicting a soccer player, is provided to the customer upon a purchase in a retail store, allowing the customer to collect all physical collectibles and hence to complete the collection of physical collectibles, such as a complete soccer team. Research has shown that customers which are willing and incentivized to collect the complete set of physical collectibles spend more and return more often to the retail store compared to unincentivized customers. A drawback of this attractive, known loyalty program is that the customers remain relatively anonymous to the retailer, which renders it impossible for the retailer to carry out a demographic analysis, which would provide the retailer more insights in its customer base, which could be used to for further business optimization. Another drawback of this known loyalty program is that the loyalty program follows the conventional linear, single-dimensional style of loyalty programs, which also imposes restrictions to the retailer.

It is an object of the invention to provide an improved method according to the invention, which does not suffer from at least one of the aforementioned drawbacks.

To this end, the invention provides a (computer-implemented) method for incentivizing customer loyalty, wherein use is made of at least one online platform, accessible via at least one user computing device, and at least one online service provider preferably hosting said online platform at least partially, comprising the steps of: a) providing each of a plurality of customer with at least one physical collectible by a physical store upon a purchase in said store, wherein said physical collectible is provided with a unique code, wherein said unique code is related to said physical collectible, wherein said physical collectible makes part of a set of physical collectibles, and wherein each physical collectible represents an individual physical collectible value VPI, b) allowing each customer to create, via the online platform accessed by using at least one user computing device, a customer profile on the online platform controlled and monitored by an online service provider connected to said store, preferably via a store computing device, to create a personal digital environment for building a personal digital collection of collectibles, preferably by using at least one user computing device, wherein said digital environment is at least partially stored onto said online platform, c) allowing, by using at least one user computing device, each customer to enter said unique code into its own personal digital environment to unlock at least a part of at least one digital collectible related to said physical collectible, wherein said at least a part of said digital collectible is added, preferably via the online platform, to the personal digital collection, wherein said digital collectible represents at least one individual digital collectible value VDI, and wherein the personal digital collection represents a digital collection value VDT which is related to the sum of individual digital values of digital collectibles making part of said digital collection, d) predefining, preferably by said store and/or said online service provider and/or said online platform, at least one award level in each personal digital environment, wherein at least one award level is assigned at least one predefined award related digital value VDA, e) allowing a plurality of customers to repeat steps a) and c) at least a number of times, f) providing, preferably by said store and/or said online service provider and/or said online platform, a digital award voucher to each customer with a digital collection with a digital collection value VDT meeting or exceeding at least one award related digital value VDA, g) allowing each customer to redeem said digital award voucher in or via said store to receive at least one physical reward, in particular at least one physical reward collectible, and h) allowing the online service provider and/or the online platform and/or the store to define and/or modify the value ratio between at least one individual physical collectible value VPI and at least one co-related individual digital collectible value VDI.

The known method has several advantages over the known methods to incentivize customers to spend money and/or to return to a retail store. First of all, the shopping customer still receives a physical collectible to allow and incentivize the customer to save up further physical collectibles to complete a physical collection of collectibles, but at the same time a corresponding digital collection can be built by the customer, within its own personal digital environment, connected to the customer’s user profile, which allows the retailer to monitor which customer is in the possession of which type and number collectibles. Moreover, in addition to the dual collection to be built by the customer, the method according to the invention allows to define and/or modify, either manually (by the service provider) and/or automatized (by the online platform), the value ratio between at least one an individual physical collectible value t/P/ and at least one co-related individual digital collectible value VDL In this way, the rarity factor of at least one, preferably each, digital collectible can be adapted to make it easier or more difficult to complete the digital collection of digital collectibles, and to make it easier or more difficult for a customer to reach an award level, and hence to get rewarded. These modifications can be applied during running of the loyalty program, and provides flexibility to change the rules of the game during the loyalty program campaign, and to manipulate the customer behaviour dependent on the actual market situation, which will be described below in more detail. Moreover, by making use of the online platform, which is controlled and monitored by the online service provider, a better and more detailed insight may be generated with respect to the customer loyalty. Not only may the present invention be able to incentivize customers to spend more money and/or return to a retail store, it may also allow to track and compare with historical historic loyalty programs of the same and/or a different store such as to determine successful programs. The latter may be possible due to the customer profile that is linked to the personal digital environment, which forms a connection between the customer, and the program. It may be conceivable that said personal digital environment comprises not only data of the currently running loyalty program, but also comprises data of the past, and possibly upcoming, loyalty programs. Therefore, the present invention may also allow, by using the online platform, online service provider, user computing device, to achieve a more reliable loyalty program, an also a loyalty program that can be more easily adapted in real time to specific customers. It is conceivable that the at least one online service provider is connected to a plurality of stores, in particular to a plurality of store computing devices, wherein preferably each store is connected separately to the online service provider and may occupy a part of the working load of the online service provider. However, it is also possible that each store, and in particular the store computing device, is connected to its own online service provider.

In order to clarify various expressions used above, the following non-limitative, illustrative, explanation is given for these expressions:

- A “customer” can be a consumer and is typically an individual natural person;

- A “physical collectible” is a physical item, which may include stamps, popular individuals, (fantasy) characters, stickers, etc;

- A “set of collectibles” is typically a group of all different collectibles. The different physical collectibles may be produced in different numbers to realize a distinctive rarity of the physical collectibles to further incentivize customers to spend more money and/or to return to a retail store to receive (also) more rare physical collectibles;

- A “unique code” is a code which, within the context of the loyalty program, has a unique characters. Physical collectibles of, either of different or the same nature (or type), are each provided with an own unique code. The code may e.g. a numeric code, an alphanumeric code, a bar code, a QR code, or any other, preferably computer-readable, code;

- An “individual physical collectible value VPI”'\s typically a nominal referential value (e.g. 1 ) in order to tweak the corresponding digital collectible value VDI relative to this physical collectible value VPI;

- A “customer profile” comprises at least some basic information, e.g. the name, mobile number, address, e-mail address, age, sex, occupation, and/or education level, to identify the customer to at least a basic extent;

- An “online platform” can be either a cloud based software environment and/or a network based software environment. Typically, the online platform is defined as a digital service that facilitates interactions between two or more distinct but interdependent sets of users, i.e. the customers, the service provider, and optionally the retail store(s), who interact through the service via the Internet. The online platform is typically running on at least one host computing device (with at least one processor). The online platform can, typically selectively, be accessed by one or more user computing devices; - A “personal digital environment” is a private, semi-public, or public digital space, wherein digital collectible related data of a customer are stored and preferably also visualized via a user interface. The data stored within and/or related to said personal digital environment are at least partially stored on the online platform, but may, optionally redundantly also be stored on the at least one user computing device, for example a mobile device, such as a smartphone, of a customer onto a which a native app may be installed to (amongst others) visualize the digital collection saved by the customer;

- An “award level” can e.g. be based upon predefining a number and/or type of digital collectibles to be collected by a customer, but may also include other parameter such as time related parameters and/or user profile related parameters. Various algorithms can be defined to define the award level. In practice, it will be preferable to apply a plurality of award levels to improve the attractivity of the loyalty program;

- A “digital award voucher” may e.g. be in the form of a, preferably computer- readable, code shown on a mobile device of a customer, and will typically become invalid, invisible and/or unusable once the customer has received the physical reward in the retail store, and/or has ordered the physical reward via an online environment of the retail store or an intermediate service provider;

- An “online service provider” may be at least partially integrated with the retail store or retail store chain, or may be a third party controlling and monitoring the loyalty program campaign. Where use is made of the wording “service provider”, this is to be understood as being an online service provider. Said online service provider may be contemplated as a digital host, for example via a host computing device, of the loyalty program. The online service provider typically offers a commercial computer communication service to (paid) members, in particular stores. This service typically runs on at least one host computing device which typically has at least one host processor. In the context of this document, at least one service constitutes the online platform. Typically, stores will pay to make use of such a service, wherein the store(s) will receive, in return, customers related statistics collected and/or retrieved during the execution of one or more of steps b)-d), f) and h). It is imaginable that the (retail) store and the online service provider are at least partially integrated. - A “host computing device” may be any device, such as a client device and/or a server, that is used to host the online platform and this is typically configured to send and/or receive data, services or applications.

- A “user computing device” may be any device used by a customer to access the online platform. Typical examples of such a user computing device are a mobile phone, in particular a smartphone or feature phone, a tablet, a laptop, a desktop computer, and a smartwatch or any other smart wearable device. Moreover, the user computing device may optionally comprises a scanning or recording element, such as a camera, for scanning or recording the unique code.

- A “store computing device” may be any device used by the (retail) store to connect to the service provider and/or the online platform. The store computing device does not necessarily have to be physically installed in the store, but may be at a distal location, as long as it establishes a, preferably secure, digital connection between the store and the online service provider.

During step a) it is conceivable that the customer receives a packaging including a plurality of physical collectibles. The unique code may be printed directly onto the physical collectible, for example at a rear side or bottom side, but it is also imaginable that the unique code is printed on a separate support structure, such as a sheet or packaging.

There are various ways to tweak or tailor the digital collectible value relative to the corresponding physical collectible value, in advance and/or at predefined time intervals and/or randomly and/or according to an algorithm and/or manually and/or real-time, wherein a couple of preferred embodiments are described below. Preferably, during step h) the value ratio between at least one an individual physical collectible value VPI and at least one co-related individual digital collectible value VDHs defined and/or modified, in dependence of the sum of individual digital collectible values ^t/D/of a plurality of digital collections at least partially stored on the online platform. In this way, the rarity or scarcity of one or more fully unlocked digital collectibles and/or the number of one or more fully unlocked digital collectibles can be modified, preferably via the online service provider and/or online platform, dependent on the overall collection status of the digital collections of a plurality, in particular all, customers. For example, in case it is observed, the either the online service provider and/or the online platform and/or the store, that at a certain moment in time a specific (fully unlocked) digital collectible is only present in 20% of all digital collections (of all customers together), the value ratio can be modified such that it becomes more easier for each customer to fully unlock said collectible (after receipt of a new corresponding physical collectible). It is also imaginable that during step h) the value ratio between at least one an individual physical collectible value t/P/ and at least one co-related individual digital collectible value VDI is defined and/or modified, in dependence of the sum of digital collection values VDT of a plurality of digital collections at least partially stored on the online platform. Here, the overall collection level of the collections are taken as starting point to modify the value ratio. For example, in case it is observed that at a certain moment in time the average collection level of all digital collections is 95%, one may want to slow down the digital collection process, and hence the value ratio can be modified such that it becomes more difficult for each customer to fully unlock digital collectibles (after receipt of new corresponding physical collectible). It is also conceivable that during step h) the value ratio between at least one an individual physical collectible value VPI and at least one co-related individual digital collectible value VDHs modified randomly, preferably at predefined time intervals, and/or according to a predefined algorithm. It can be preferred that during step h) the value ratio between each individual physical collectible value t/P/ and each corelated individual digital collectible value VDHs modified time-dependently, wherein the value ratio increases or decreases in time, preferably at predefined time intervals. In this manner, it will become more difficult or more easy in time to fully unlock a digital collectible. Additionally, the present invention preferably allows to communicate via the online service provider and/or online platform to (a computing device of) the store. As such the store is able to know that a value ratio has been changed and may act accordingly if required, by for example manually or automatically ordering more or less of a certain kind of physical collectible.

The value ratio between at least one an individual physical collectible value VPI and at least one co-related individual digital collectible value VDI as defined and/or modified during step h) is preferably situated in between and including 1 .1 and 20. This means that the nominal value of the physical collectible is preferably higher than the value assigned to the corresponding digital collectible. This in turn typically means that a customer should collect at least two physical collectibles of the same nature/type in order to fully unlock, and hence to obtain, the corresponding digital collectible. This also implies that it would be easier to complete the physical collection than to complete the digital collection.

As indicated above, all unlocked digital collectibles, or unlocked parts thereof, of the digital collection of a customer are preferably visualized, via the at least one user computing device, in the customer’s personal digital environment. To this end, the customer typically installs a (native) app onto its mobile device, such as a smartphone, or alternatively, logs in onto a web-based environment, to generate a user interface onto which all collected collectibles (or parts thereof), and optionally other features, like e.g. collectibles still to be collected, are shown.

Preferably, during step g) each physical reward, in particular each physical reward collectible, is provided with a unique code to be entered, by using the at least one user computing device, into the customer’s own personal digital environment to unlock at least a part of at least one digital reward collectible related to said physical reward, in particular each physical reward collectible. This code is preferably a computer-readable code to be scanned, preferably via the scanning element of the user computing device, by the customer. This code is intended to add a digital version (a digital reward collectible) corresponding to the physical reward collectible to the customer’s digital collection. As mentioned above, the digital award voucher obtained by a customer during step f) is preferably a singleuse voucher, and wherein the digital award voucher is removed, by using the online service provider and/or the online platform, from the personal digital environment and/or becomes unusable for the customer after execution of step g).

It is imaginable that at least one customer is allowed to see, via the online platform accessible via the at least one user computing device, the digital collection of at least one other customer, such that customers may exchange, via the online platform, digital collectibles with each other. In this manner smaller or larger communities of customers can be formed, wherein the customers are able to check the actual collection status and/or progress of other customers. This embodiment would also allow a trade-off of digital collectibles between customers, which renders it more easy to complete the digital collection. It is conceivable that the store may also keep track of the digital collection value VDT of at least one of said communities, and optionally provide a special award voucher to at least one community that completed predefined portion of a collection.

In a preferred embodiment, during step d) a plurality of award levels in each personal digital environment are defined using the online service provider, wherein each award level is assigned at least one predefined award related digital value VDA, and wherein at least one predefined award related digital value VDA is a time-dependent value which, for each customer, increases (or decreases) in time, preferably at predefined time intervals, as from the moment of creating the personal digital environment of said customer. Applying at least one time-dependent award level, wherein the corresponding award related digital value VDA of which increases in the course of time, it becomes more difficult for a customer in the course of time to achieve said award level, which stimulates the customer to expedite the collection process, which is in turn favourable for the retail store.

Preferably, during step g) different physical rewards with preferably different values can be obtained by the customer, and wherein during step f) a voucher value of the digital award voucher which applies at the moment of redeeming the voucher (and to be presented to the store) determines the physical reward to be received by the customer. More preferably, said voucher value is a dynamic value which decreases in time. This means that the customer is encouraged to redeem its physical reward, in particular its physical collectible, as soon as possible to obtain the reward with the highest value.

Preferably, all customer related actions performed, via the online platform accessible via the at least one user computing device, within each personal digital environment are timestamped and subsequently stored on (a storage medium of) the online platform and/or a storage medium of the at least one user computing device. In this manner a log is created, which can be analysed, optionally real-time analysed, by the service provider and/or automatically by the online platform and/or by the store or store chain. Non-limiting examples of known storage a medium include volatile memory (e.g., Random Access Memory (RAM), Dynamic Random Access Memory (DRAM), or the like), non-volatile memory (e.g., Read-Only Memory (ROM), Electrically Erasable Programmable Read-Only Memory (EEPROM), Compact Disc Read-Only Memory (CD-ROM), or the like, persistent memory or the like, Erasable Programmable Read-Only Memory (EPROM), flash memory, or the like.

The method according to the invention comprises steps which are carried out partially offline and partially online. Typically, the method according to the invention starts with an offline step (step a)), followed by various online steps (steps b)-d), f) and h), and followed by an offline step (step g)). Hence, steps b)-d), f), and h) are computer implemented method steps. The latter staps may be executed by means of, but not limited to, the user computing device, online service provider, online platform and the store computing device

Preferably, prior to step a) a plurality of sets of n physical collectibles is produced, wherein n is equal to or larger than 2, preferably at least 10, and wherein the numbers of different physical collectibles, in particular different physical collectible types, mutually differ. In other words, each collection consists or comprises a group of distinctive collectibles, at least 2, but preferably at least 10, and more preferably at least 20. The rarity or scarcity of the different collectible types may differ per type, in order to render it more difficult to complete a physical collection, and hence to complete a corresponding digital collection.

Preferably, prior to step f) the method further comprises the step i), determining, by using the online service provider and/or the online platform, if a digital collection value VDT and/or the sum of individual digital collectible values ^t/D/ of at least one customer meets or exceeds the at least one award related digital value VDA. Preferably, step i) is repeated at a predetermined time-interval or based on a trigger event. Such a trigger event may for example be a customer scanning or entering, via the at least one user computing device, a unique code into the personal digital environment. As such, the system may be able to prevent delays in providing the digital award voucher. This may especially be of importance when the voucher value decreases over time. Moreover, it is highly conceivable that, upon either determining that the digital collection value of at least one customer meets or exceeds the at least one award related digital value, or upon providing the digital award voucher, a push notification is provided by the online service provider and/or online platform to the customer via the user computing device. This may allow the customer to redeem the physical award collectible with the highest value or level of scarcity.

The method according to the present invention preferably further comprises the step of: j) allowing the store, via at least one store computing device, to at least partially access the personal digital collection, preferably the digital collection value VDT and/o sum of individual digital collectible values VDI corresponding to a personal digital collection, of at least one customer on the online platform and/or user computing device. This may allow the store to keep track of the collection progress. It is conceivable that the store itself has access via the store computing device to at least one personal digital collection, preferably the digital collection value VDT corresponding to a personal digital collection, of at least one customer, or that it has access via data received from the online service provider and/or online platform. Preferably, the store has access to the entire personal digital environment of all the customers. To this end, and in general, the data stored on the personal digital environment may be accessed by the store, via the store computing device, in an amended form. Such an amended form may for example be an anonymous version of the personal digital environment, such that the store can exclusively analyse the progress made in said personal digital environment without access to the customer profile data such as credentials. Additionally or alternatively, the data in the digital personal environments of all users, in particular the individual digital collectible values VDI and/or digital collection value VDT, may be anonymously uploaded to a database, wherein the store may have either direct or indirect access to said database via the store computing device. It is preferred that the store has access to all digital collections. Preferably the store may receive the value of at least one individual digital collectible value VDI of at least one user, preferably all individual digital collectible values VDI, such as the sum of individual digital collectible values ^VDI, of a plurality of users. However, additionally and alternatively, it may be preferred that the store may receive the sum of digital collection values J VDT of at least one, preferably a plurality of digital collections.

The invention also relates to a system for performing the method according to the invention, comprising: a plurality of physical collectibles, wherein each physical collectible provided with a unique code, at least one physical reward, in particular at least one physical reward collectible, and at least one computer program comprising instructions which, when at least a part of the program is executed by at least one computer, cause the computer to carry out the steps, in particular steps b)-d), f) and h), of the method of any of the foregoing claims. Advantages and various embodiments of this system, based upon the method according to the invention, have been described above and will be described below in an elucidated manner. The system typically also comprises at least one user computer device provided with at least one user processor. The online platform is preferably running on at least one host computing device with at least one host processor. The online platform is preferably accessible by at least one user computing device (and at least one host computing device) and/or at least one online service provider. The computer program is also considered as and/or makes part of a computing-device readable medium comprising executable instructions to be executed by at least one computer, in particular at least one host computing device and at least one user computing device, to carry out the computer-implemented steps according to the invention, in particular steps b)-d), f) and h).

The invention further relates to a non-transitory computing device-readable medium having executable instructions to cause one or more processors to perform the method according to the invention, wherein said medium preferably makes part of the system according to the invention.

Preferred embodiments of the present invention are set out in the following non- limitative clauses.

Clauses:

1 . Method for incentivizing customer loyalty, preferably wherein use is made of at least one online platform, preferably accessible via at least one user computing device, and at least one online service provider, comprising the steps of: a) providing each customer of a plurality with at least one physical collectible by a physical store upon a purchase in said store, wherein said physical collectible is provided with a unique code, wherein said unique code is related to said physical collectible, wherein said physical collectible makes part of a set of collectibles, and wherein each physical collectible represents an individual physical collectible value VPI, b) allowing each customer to create, preferably via the online platform accessed via the at least one user computing device, a customer profile on an online platform controlled and monitored by a, preferably online, service provider, connected to said store to create a personal digital environment for building a personal digital collection of collectibles, preferably by using the at least one user computing device, wherein said personal digital environment is at least partially stored onto said online platform, c) allowing, preferably by using the at least one user computing device, each customer to enter said unique code into its own personal digital environment to unlock at least a part of at least one digital collectible related to said physical collectible, wherein said at least a part of said digital collectible is added to the personal digital collection, wherein said digital collectible represents at least one individual digital collectible value VDI, and wherein the personal digital collection represents a digital collection value t/DTwhich is related to the sum of individual digital values of digital collectibles making part of said digital collection, d) predefining, preferably by using said, preferably online, service provider, at least one award level in each personal digital environment by said service provider, wherein at least one award level is assigned at least one predefined award related digital value VDA, e) allowing a plurality of customers to repeat steps a) and c) at least a number of times, f) providing, preferably by the, preferably online, service provider and/or the online platform, a digital award voucher to each customer, preferably via the at least one user computing device, with a digital collection with a digital collection value VDT meeting or exceeding at least one award related digital value VDA, g) allowing each customer to redeem said digital award voucher in or via said store to receive at least one physical reward, in particular at least one physical reward collectible, and h) allowing the, preferably online, service provider and/or the online platform to define and/or modify the value ratio between at least one an individual physical collectible value t/P/ and at least one co-related individual digital collectible value VDI. 2 Method according to clause 1 , wherein during step h) the value ratio between at least one individual physical collectible value VP/ and at least one corelated individual digital collectible value VDHs defined and/or modified, in dependence of the sum of individual digital collectible values ^VD/ of a plurality of digital collections at least partially stored on the online platform.

3. Method according to clause 1 or 2, wherein during step h) the value ratio between at least one individual physical collectible value VP/ and at least one corelated individual digital collectible value VDHs defined and/or modified, in dependence of the sum of digital collection values VDT of a plurality of digital collections at least partially stored on the online platform.

4. Method according to one of the foregoing clauses, wherein during step h) the value ratio between at least one individual physical collectible value VPI and at least one co-related individual digital collectible value VDHs modified randomly, preferably at predefined time intervals and/or a predefined algorithm.

5. Method according to one of the foregoing clauses, wherein during step h) the value ratio between each individual physical collectible value VPI and each corelated individual digital collectible value VDHs modified time-dependently, wherein the value ratio increases in time, preferably at predefined time intervals.

6. Method according to one of the foregoing clauses, wherein the value ratio between at least one individual physical collectible value VPI and at least one corelated individual digital collectible value VDI as defined and/or modified during step h) is situated in between and including 1.1 and 20.

7. Method according to one of the foregoing clauses, wherein all unlocked digital collectibles, or unlocked parts thereof, of the digital collection of a customer are visualized, preferably via the at least one user computing device, in the customer’s personal digital environment.

8. Method according to one of the foregoing clauses, wherein during step g) each physical reward, in particular each physical reward collectible, is provided with a unique code to be entered, preferably by using the at least one user computing device, into the customer’s own personal digital environment to unlock at least a part of at least one digital reward collectible related to said physical reward, in particular each physical reward collectible.

9. Method according to one of the foregoing clauses, wherein the digital award voucher obtained by a customer during step f) is a single-use voucher, and wherein the digital award voucher is removed, preferably by using the online service provider and/or the online platform, from the personal digital environment and/or becomes unusable for the customer after execution of step g).

10. Method according to one of the foregoing clauses, wherein the personal digital environment is partially stored on a mobile device, in particular a smart phone, preferably on the at least one user computing device of the customer.

11 . Method according to clause 10, wherein during step c) the unique code is entered into its own personal digital environment by scanning said code, preferably by using the at least one user computing device.

12. Method according to one of the foregoing clauses, wherein during step c) the unique code is manually entered, preferably by using the at least one user computing device, into its own personal digital environment.

13. Method according to one of the foregoing clauses, wherein at least one customer is allowed to see, preferably via the online platform accessible via the at least one user computing device, the digital collection of at least one other customer, such that customers may exchange, preferably via the online platform, digital collectibles with each other.

14. Method according to one of the foregoing clauses, wherein during step d) a plurality of award levels in each personal digital environment are defined by said, preferably online, service provider, wherein each award level is assigned at least one predefined award related digital value VDA, and wherein at least one predefined award related digital value VDA is a time-dependent value which, for each customer, increases in time, preferably at predefined time intervals, as from the moment of creating the personal digital environment of said customer. 15. Method according to one of the foregoing clauses, wherein during step g) different physical rewards with preferably different values can be obtained by the customer, and wherein during step f) a voucher value of the digital award voucher at the moment of redeeming the voucher determines the physical reward to be received by the customer, wherein the voucher value is a dynamic value which decreases in time.

16. Method according to one of the foregoing clauses, wherein all customer related actions performed, preferably via the online platform accessible via the at least one user computing device, within each personal digital environment are timestamped and subsequently stored on the online platform and/or on a storage medium of the at least one user computing device.

17. Method according to one of the foregoing clauses, wherein steps b)-d), f), and h) are computer implemented method steps.

18. Method according to one of the foregoing clauses, wherein at least a part of the data generated during steps b)-d), f) and h) is stored on a storage medium of the online platform and/or preferably a storage medium of the at least one user computing device.

19. Method according to one of the foregoing clauses, wherein prior to step a) a plurality of sets of n physical collectibles is produced, wherein n is equal to or larger than 2, preferably at least 10, and wherein the numbers of different physical collectibles, in particular different physical collectible types, mutually differ.

20. Method according to one of the foregoing clauses, wherein prior to step f) the method further comprises the step: i) comparing, by using the online service provider and/or the online platform, a digital collection value VDT to the at least one award related digital value VDA.

21 . Method according to one of the foregoing clauses, wherein the method further comprises the step of: j) allowing the store, via at least one store computing device, to access at least a part of the personal digital collection, preferably a part of the digital collection value VDT corresponding to the part of the personal digital collection, of at least one customer on the online platform and/or user computing device,

22. System for performing the method according to one of the foregoing clauses, comprising:

- a plurality of physical collectibles, wherein each physical collectible provided with a unique code,

- at least one physical reward, in particular at least one physical reward collectible,

- preferably, at least one online platform, accessible via at least one user computing device and at least one online service provider, and at least one computer program comprising instructions which, when at least a part of the program is executed by at least one computer, cause the computer, preferably the online platform and/or at least one user computing device and/or online service provider to carry out the steps, in particular steps b)-d), f) and h), of the method of any of the foregoing clauses.

The invention will be further elucidated by means of non-limiting exemplary embodiments illustrated in the following figures, in which:

- figures 1 a and 1 b show a schematic representation of a system and method according to the present invention;

- figure 2 shows an example of the method and system according to the invention in practice;

- figure 3 shows a schematic representation of an embodiment of the system and method according to the invention; and

- Figure 4 shows a different schematic representation of an embodiment of the system and method according to the invention.

Within these figures, similar reference numbers correspond to similar or equivalent elements or features.

Figures 1 a and 1 b show a schematic representation of a system 1 according to the present invention and the possible method steps of a method according to the present invention. The method is in particular configured for incentivizing customer loyalty. Figure 1a shows a sequence of steps starting with at least one customer, and preferably a plurality of customers, visiting a physical store 2, receiving a physical collectible 4 and the digitalization thereof. Each customer 3 is provided with a physical collectible 4 by the physical store 2 upon a purchase in said store 2. Such physical collectible 4 forms part of a set of physical collectibles 4. It is conceivable that a customer 3 received multiple physical collectibles 4 upon a purchase in the store 2, wherein each physical collectible 4 comprises a unique code. Each physical collectible 4 represents an individual physical collectible value VPI. The method and system 1 according to the invention enable each customer to create a customer profile on an online platform. The online platform is typically controlled and/or monitored by a service provider connected to the physical store 2. The customer can create a personal digital environment for building a personal digital collection of collectibles, wherein said digital environment is at least partially stored onto said online platform. The customers 3 could, after receiving a physical collectable 4, enter its unique code into the customers own personal digital environment in order to unlock at least a part of at least one digital collectible 4i which is related to said physical collectible 4. Subsequently, at least a part of said digital collectible 4i is added to the personal digital collection of the customer 3. Each digital collectible 4i represents at least one individual digital collectible value VDI. The personal digital collection of a customer 3 represents a digital collection value VDT which is related to the sum of individual digital values VDI ol digital collectibles 4i making part of said digital collection. The collection of physical collectibles 4 by customers via store purchases and entering of the unique code of such physical collectible 4 such that at least one digital collectible 4i is obtained can be repeated a number of times. Typically, the more digital collectibles 4i are obtained by a customer, the higher will be the digital collection value VDT of said customer. The customer’s personal digital environment shows the unlocked digital collectibles 4i, and the unlocked parts thereof.

Figure 1 b show a sequence of steps which could be performed by the customer 3 after a certain value of the digital collectible value VDI is reached. The value of the digital collection VDI could reach an award level wherein such award level is assigned at least one predefined award related digital value VDA. The award level can be predefined in each personal digital environment by the service provider. Hence, it is conceivable that the award level is a customer related award level. After a customer 3 having a digital collection with a digital collection value VDT meeting or exceeding at least one award related digital value VDA said customer 3 will be provided with a digital award voucher. The customer 3 can subsequently redeem said digital award voucher in or via said store 2 to receive at least one physical reward 5, in particular at least one physical reward collectible 5. The store 2 is preferably a physically store 2, however, it is also conceivable that the digital award voucher can be entered at the online platform where after the costumer 3 receives its physical reward collectible 5 by post. Since, the physical reward collectible 5 can only be obtained after creating a digital collection of a certain value, the physical reward collectibles 5 are rather rare and therefore typically wanted by customers 3. It is preferably part of the invention that the service provider and/or the online platform is allowed to define and/or modify the value ratio between at least one an individual physical collectible value t/P/ and at least one co-related individual digital collectible value VDL Hence, the system and/or method can be adapted based upon predetermined and/or actual factors. It is for example conceivable that the individual digital collectible value t/D/ of a digital collectible 4i is adapted based upon the digital set of collectibles of an individual costumer 3 or upon the digital set of collectibles of the plurality of costumers 3. It is also conceivable that the service provider and/or the online platform is allowed to define and/or modify a plurality of award levels in each personal digital environment. For example such that at least one predefined award related digital value VDA is a time-dependent value which, for each customer, decreases in time, preferably at predefined time intervals, as from the moment of creating the personal digital environment of said customer. It is also conceivable that the award levels in each personal digital environment are modified based upon the digital set of collectibles of an individual costumer 3 or upon the digital set of collectibles of the plurality of costumers 3. It is also conceivable that the service provider and/or the online platform is allowed to modify the individual digital collectible values VDI. Hence, the rarity factor of at least one, preferably each, digital collectible can be adapted to make it easier or more difficult to complete the digital collection of digital collectibles, and to make it easier or more difficult for a customer to reach an award level, and hence to get rewarded.

Figure 2 shows a possible way of how the method and system 1 according to the invention could be used in practice. It is conceivable that the customer 3 continues collecting digital collectibles 4i via the entering obtained physical collectibles 4 in their digital environment. It is for example conceivable that a customer 3 recompletes its digital collection multiple times. When a digital collection value VDT meets or exceeds at least one award related digital value VDA for a second or further time, the customer 3 could again be provided with a digital award voucher for a physical reward collectible 5 to be obtained in or via said store 2. It is preferred that a physical reward collectible 5 received after a second or further completion has a higher individual physical collectible value VPI compared to a physical reward collectible 5 received after a first completion as this will encourage the customer to continue collecting physical and digital collectibles 4, 4i, 5. Since the physical collectibles 4 are typically only obtainable via a (physical) store 2, the costumer loyalty to the store 2 will be encouraged.

Figure 3 shows a schematic representation of an embodiment of the system and method according to the invention wherein at least one customer 3, and preferably multiple customers 3, are enabled to see the digital collection of at least one other customer 3. Hence, customers 3 may exchange digital collectibles 4a with each other. In this manner a community of customers 3 can be formed, wherein the customers 3 are able to check the actual collection status and/or progress of other customers 3.

Figure 4 depicts, inter alia, how the different features of the system and method according to the present invention are connected to one another and are able to mutually communicate. That is, the store 2 is connected to at least one online service provider 10, which may comprise for example one or more processors 11 for performing certain tasks. The store 2 is in particular connected to the online service provider 10 by means of a store computing device 12. In this particular embodiment the store computing device 12 is located outside (on the rooftop) of the store, but said store computing device 12 may also be located inside the store 2 or somewhere distal to the store 2. It is conceivable that the at least one online service provider 10 is connected to a plurality of stores 2, in particular to a plurality of store computing devices 12, wherein each store 2 is connected separately and may occupy a part of the working load of the online service provider 10. However, it is also possible that each store 2, and in particular the store computing device 12, is connected to its own online service provider 10. The at least one online service provider 10 controls and/or monitors at least one online platform 9. This configuration may allow a store 2 to maintain a dedicated online service provider 10, and switch the online platform 9 from time to time in accordance with different loyalty programs, or with a plurality of loyalty programs at the same time.

Customers 3 may access the online platform 9 via a user computing device 8, such as but not limited to, a smartphone 8 or laptop 8. The user computing device 8 may access the online platform 9 either via the internet or for example a dedicated application on the user computing device 8. The customer 3 may create, via the user computing device 8, a customer profile 6 on the online platform 9. It is conceivable that the online platform 9 stores the customer profile 6 of all users in a customer profile database 7 which comprises preferably all customer profiles 6. It is also conceivable that a similar database may be formed wherein the progress of the personal digital environment of at least one consumer is stored. Moreover, the user computing device 8 may be used to at least partially store a personal digital environment. It is preferred that the store 2 may access, via the store computing device 12, at least a part of the data on the online platform. It is in particular preferred that the store 2 may keep track of the progress of at least one consumer in a current loyalty program. That is, the store 2 may access a personal digital environment, preferably the individual collectible values or the digital collection value of at least one, preferably all customers. It may be conceivable that the store 2 has access to this information in amended form, wherein for example the data is anonymous. As such, the store 2 may instruct, via the store computing device 12 the online service provider 10 to speed up or slow down the progress by adapting the value ratio between at least one individual physical collectible value VPI and at least one co-related individual digital collectible value VDI.

It will be clear that the invention is not limited to the exemplary embodiments which are illustrated and described here, but that countless variants are possible within the framework of the attached claims, which will be obvious to the person skilled in the art. In this case, it is conceivable for different inventive concepts and/or technical measures of the above-described variant embodiments to be completely or partly combined without departing from the inventive idea described in the attached claims. The verb 'comprise' and its conjugations as used in this patent document are understood to mean not only 'comprise', but to also include the expressions 'contain', 'substantially contain', 'formed by' and conjugations thereof.

Claims

1 . Computer-implemented method for incentivizing customer loyalty wherein use is made of at least one online platform, accessible via at least one user computing device, and at least one online service provider, comprising the steps of: a) providing each customer of a plurality with at least one physical collectible by a physical store upon a purchase in said store, wherein said physical collectible is provided with a unique code, wherein said unique code is related to said physical collectible, wherein said physical collectible makes part of a set of physical collectibles, and wherein each physical collectible represents an individual physical collectible value VPI, b) allowing each customer to create, via the online platform accessed by using at least one user computing device, a customer profile on the online platform controlled and monitored by an online service provider connected to said store to create a personal digital environment for building a personal digital collection of collectibles, preferably by using the at least one user computing device, wherein said personal digital environment is at least partially stored onto said online platform, and wherein said online platform is hosted by said online service provider, c) allowing, by using at least one user computing device, each customer to enter said unique code into its own personal digital environment to unlock at least a part of at least one digital collectible related to said physical collectible, wherein said at least a part of said digital collectible is added to the personal digital collection, wherein said digital collectible represents at least one individual digital collectible value VDI, and wherein the personal digital collection represents a digital collection value VDT which is related to the sum of individual digital values of digital collectibles making part of said digital collection, d) predefining, by said store and/or said online service provider, at least one award level in each personal digital environment, wherein at least one award level is assigned at least one predefined award related digital value VDA, e) allowing a plurality of customers to repeat steps a) and c) at least a number of times, f) providing, by the online service provider and/or the online platform and/or the store, a digital award voucher to each customer with a digital collection with a digital collection value VDT meeting or exceeding at least one award related digital value VDA, g) allowing each customer to redeem said digital award voucher in or via said store to receive at least one physical reward, in particular at least one physical reward collectible, and h) allowing the online service provider and/or the online platform and/or the store to define and/or modify the value ratio between at least one individual physical collectible value t/P/ and at least one co-related individual digital collectible value VDI.

2 Method according to claim 1 , wherein during step h) the value ratio between at least one individual physical collectible value t/P/ and at least one co-related individual digital collectible value VDHs defined and/or modified, in dependence of the sum of individual digital collectible values ^t/D/ of a plurality of digital collections at least partially stored on the online platform.

3. Method according to claim 1 or 2, wherein during step h) the value ratio between at least one individual physical collectible value VPI and at least one corelated individual digital collectible value VDHs defined and/or modified, in dependence of the sum of digital collection values VDT of a plurality of digital collections at least partially stored on the online platform.

4. Method according to one of the foregoing claims, wherein during step h) the value ratio between at least one individual physical collectible value VPI and at least one co-related individual digital collectible value VDI is modified randomly, preferably at predefined time intervals and/or a predefined algorithm.

5. Method according to one of the foregoing claims, wherein during step h) the value ratio between each individual physical collectible value VPI and each corelated individual digital collectible value VDHs modified time-dependently, wherein the value ratio increases in time, preferably at predefined time intervals.

6. Method according to one of the foregoing claims, wherein the value ratio between at least one individual physical collectible value VPI and at least one corelated individual digital collectible value VDI as defined and/or modified during step h) is situated in between and including 1.1 and 20.

7. Method according to one of the foregoing claims, wherein all unlocked digital collectibles, or unlocked parts thereof, of the digital collection of a customer are visualized, via the at least one user computing device, in the customer’s personal digital environment.

8. Method according to one of the foregoing claims, wherein during step g) each physical reward, in particular each physical reward collectible, is provided with a unique code to be entered, by using at least one user computing device, into the customer’s own personal digital environment to unlock at least a part of at least one digital reward collectible related to said physical reward, in particular each physical reward collectible.

9. Method according to one of the foregoing claims, wherein the digital award voucher obtained by a customer during step f) is a single-use voucher, and wherein the digital award voucher is removed, by using the online service provider and/or the online platform, from the personal digital environment and/or becomes unusable for the customer after execution of step g).

10. Method according to one of the foregoing claims, wherein the personal digital environment is partially stored on at least one user computing device, such as a mobile device, in particular a smart phone, of the customer.

11 . Method according to claim 10, wherein during step c) the unique code is entered into its own personal digital environment by scanning said code by using at least one user computing device.

12. Method according to one of the foregoing claims, wherein during step c) the unique code is manually entered, by using at least one user computing device, into its own personal digital environment.

13. Method according to one of the foregoing claims, wherein at least one customer is allowed to see, via the online platform accessible via the at least one user computing device, the digital collection of at least one other customer, such that customers may exchange, via said online platform, digital collectibles with each other.

14. Method according to one of the foregoing claims, wherein during step d) a plurality of award levels in each personal digital environment are defined by using the online service provider, wherein each award level is assigned at least one predefined award related digital value VDA, and wherein at least one predefined award related digital value VDA is a time-dependent value which, for each customer, increases in time, preferably at predefined time intervals, as from the moment of creating the personal digital environment of said customer.

15. Method according to one of the foregoing claims, wherein during step g) different physical rewards with preferably different values can be obtained by the customer, and wherein during step f) a voucher value of the digital award voucher at the moment of redeeming the voucher determines the physical reward to be received by the customer, wherein the voucher value is a dynamic value which decreases in time.

16. Method according to one of the foregoing claims, wherein all customer related actions performed, via the online platform accessible via at least one user computing device, within each personal digital environment are timestamped and subsequently stored on the online platform and/or on a storage medium of the at least one user computing device.

17. Method according to one of the foregoing claims, wherein steps b)-d), f), and h) are computer implemented method steps.

18. Method according to one of the foregoing claims, wherein at least a part of the data generated during steps b)-d), f) and h) is stored on a storage medium of the online platform and/or a storage medium of the at least one user computing device.

19. Method according to one of the foregoing claims, wherein prior to step a) a plurality of sets of n physical collectibles is produced, wherein n is equal to or larger than 2, preferably at least 10, and wherein the numbers of different physical collectibles, in particular different physical collectible types, mutually differ.

20. Method according to one of the foregoing claims, wherein prior to step f) the method further comprises the step: i) determining, by using the online platform, whether a digital collection value VDT of at least one customer meets or exceeds the at least one award related digital value VDA.

21 . Method according to one of the foregoing claims, wherein the method further comprises the step of: j) allowing the store, via at least one store computing device, to access at least a part of the personal digital collection, preferably the digital collection value VDT corresponding to a personal digital collection, of at least one customer on the online platform and/or user computing device.

22. Method according to one of the foregoing claims, wherein the online server provider makes part of the store, and/or wherein at least a part of the online platform is hosted by the store.

23. Method according to one of the foregoing claims, wherein the online platform is running on at least one host computing device with at least one host processor.

24. System for performing the method according to one of the foregoing claims, comprising:

- at least one user computing device with at least one user processor

- at least one physical reward, in particular at least one physical reward collectible, and - at least one online platform, running on at least one host computing device with at least one host processor, and accessible via said at least one user computing device and at least one online service provider,

- at least one computing-device-readable medium comprising executable instructions which, when at least a part of the program is executed by at least one computer, in particular the host computing device, cause the computer to carry out the steps, in particular steps b)-d), f) and h), of the method of any of the foregoing claims.

25. A non-transitory computing device-readable medium having executable instructions to cause one or more processors to perform the method according to any of claims 1 -24, wherein said medium preferably makes part of the system according to claim 24.