Patent Application
20100108707
In the relatively recent past, warehouse-type stores have evolved and become popular. In such types of stores, consumers can buy bulk purchases of products at a reduced price. For instance, in warehouse-type outlets and in various other types of outlets, consumers can purchase large quantities of personal care products, such as diapers, in relatively large bundles. Such bulk purchases may require a high cash outlay, but do provide financial incentives over the long term in comparison to purchasing small packages from conventional grocery stores.
Buying in bulk, however, can have its disadvantages especially for consumers purchasing personal care products, such as diapers and other absorbent articles. For example, the infant or child for which the purchase is made may transition to a larger size prior to consuming all of the products obtained in the bulk purchase. For parents that have more than one child, the bulk purchase becomes even more problematic, in that the parents must purchase two different large quantities and assume the risk that one of the children will outgrow the size contained in the bulk purchase. In view of the above, some consumers prefer to avoid bulk purchases even at lower prices.
Consequently, a need currently exists for a method and system for customizing bulk purchases of consumer personal care products so that consumers, for one bulk price, can purchase multiple related products.
In general, the present disclosure is directed to a method and system for offering shoppers the customization of bulk purchases of related personal care products.
For example, in one embodiment, the present disclosure is directed to a method of customizing bulk purchases comprising the steps of displaying at least two related personal care product forms in a retail outlet. At least one of the product forms contains at least two variants. Each product form and variant are packaged into packages. In one embodiment, each package can have the same value and therefore be assigned the same unit price. In order to make a purchase, a consumer is required to select a mandated number of packages in order to take advantage of a bulk price.
The method further includes the step of having the consumer select a plurality of packages for purchase. In one embodiment, the packages can be prebundled by the manufacturer or retailer that may, for instance, provide a variety of product forms for the consumer. Alternatively, the consumer can be free to select any number of the packages containing any product form or variant based on personal preference, as long as the sum of the prices of the packages totals a single bulk price. The bulk price is predetermined by the manufacturer, the wholesaler, or the retail outlet. The consumer is then charged the bulk price for the assortment of packages. Specifically, the bulk price is less than if the consumer were to purchase the individual packages separately.
As described above, the method is generally directed to at least two related personal care product forms and to variants thereof. As used herein, related personal care product forms are personal care products that are designed to accomplish the same tasks (i.e. diapers and other articles), or used in conjunction with each other (i.e. baby wipes in conjunction with diapers) or products sold to the same age group or products sold to the same gender (i.e. feminine care products). A variant of a product form, on the other hand, comprises a variation in the same product. For instance, a variant may comprise a different size, a different scent, an addition of an additive that does not significantly change the character of the underlining product, or the like.
For example, in one embodiment, the related personal care product forms may comprise absorbent articles for infants and children. In this embodiment, each product may have at least two variants that may comprise different product sizes. In an alternative embodiment, the related product forms may comprise a greater number of products, such as at least two product forms of diapers, swim pants, training pants, baby wipes, disposable washcloths, baby lotions, baby washes, or sunscreens for small children. Still other related product forms that may be used include feminine care products and tissue products.
In one embodiment, the method further includes the step of providing the consumer with a caddy that is designed to carry the packages. The caddy may be disposable or reusable. In one embodiment, the caddy may be designed such that the interior volume of the caddy becomes substantially full when an assortment of packages are assembled that total the bulk price. In one embodiment, for instance, the bulk price may comprise four times the unit price. For example, in this embodiment, the consumer will be required to select four packages for purchase if the packages all have the same unit price.
The present disclosure is also directed to a system for selling customized bulk purchases of personal care products to consumers. The system includes an integrated display for locating within a retail outlet. The integrated display displays at least two different product forms and at least two variants of at least one of the product forms as described above.
The system can further include a caddy dispenser containing a plurality of caddies for consumer use. In this manner, a consumer can select a caddy and then fill the caddy with a plurality of packages, based upon individual preference, that total the bulk price. The integrated display can include instructions for allowing consumers to mix and match the packages.
By using an integrated display, most of the product information, brand recognition, and other indicia of the products can be included on the display. In this manner, not much product information or graphics are required on the individual packages.
Other features and aspects of the present disclosure are discussed in greater detail below.
A full and enabling disclosure of the present invention, including the best mode thereof to one skilled in the art, is set forth more particularly in the remainder of the specification, including reference to the accompanying figures, in which:
Repeat use of reference characters in the present specification and drawings is intended to represent the same or analogous features or elements of the present invention.
It is to be understood by one of ordinary skill in the art that the present discussion is a description of exemplary embodiments only, and is not intended as limiting the broader aspects of the present invention.
In general, the present disclosure is directed to a method and system for customizing bulk purchases of related personal care products by consumers. Currently, at some retail outlets, consumers have the option of buying a single bulk package of personal care products that are all the same. By buying in large quantities, consumers can take advantage of a lower price per unit. In some instances, however, not only does the bulk purchase represent a large price outlay but may provide the consumer with more of the product than they need. In this regard, the present disclosure is directed to a system and method of marketing personal care products in which the consumer is allowed to purchase a pre-determined number of packages of related personal care products at a set price. By purchasing a plurality of packages together, the bulk price is at a lower price per unit of product versus buying the smaller packages separately.
For example, in one embodiment, the present disclosure is directed to a system that includes the novel integration of marketing synergistic and related personal care products. More particularly, according to the present disclosure, related personal care products and their variants can be offered together in a retail outlet. For instance, in one embodiment, a single display may be used that offers each of the product forms and their variants. In accordance with the present disclosure, the display should include at least two different product forms and at least one of the product forms should include two different variants. The product forms can comprise, for instance, any related personal care products. The product forms may include, for instance, absorbent articles such as diapers, training pants, swim pants, and the like. Other product forms may include wiping products, such as baby wipes, disposable washcloths, and similar products. Still other product forms may include various toiletry products, such as lotions, washes, sunscreens, and the like. The product forms contained in the display can comprise related personal care products. Related products, for instance, may be products used by a certain group of individuals, such as children and infants, may comprise products used by a particular gender, such as feminine care products, or may comprise products used in conjunction with one another, such as diapers and baby wipes.
In addition to at least two product forms, the display may include variants of the product form. Variants may comprise, for instance, size variation, which is particularly relevant for absorbent articles. Variants may also include the difference between product forms that are scented or unscented or product forms that contain additional additives or ingredients that do not significantly change the overall product. The product forms and variants can also be varied or rotated to provide an ongoing variety or seasonal offerings.
The product forms and their variants can be packaged separately or together in quantities that are smaller than typical bulk packages. In one embodiment, each package can have the same unit price. The bulk price, on the other hand, can be based on the consumer purchasing two or more of the packages. When each of the packages has the same unit price, the selection of packages to equal a bulk price is simplified. For example, the display in the store merely needs to communicate to consumers to pick a certain number of packages to take advantage of the cost savings based upon a bulk price.
Specifically, customers can be instructed to purchase multiple packages from the integrated display at a single bulk price. In this manner, the consumer is free to mix and match the different packages as long as the consumer selects the appropriate number of packages based on the bulk price offered at the display. For instance, a consumer can select packages containing different product forms and different variants based upon individual preference. The multiple product forms and variants can then be bundled together and purchased for a single bulk price that may provide cost savings for the consumer.
In one embodiment, a caddy may be provided to the consumer for collecting and transporting the packages. The caddy, for instance, may be designed so as to only hold a sufficient number of packages that equal the bulk price. In this manner, not only does the caddy assist the consumer in carrying the packages, but may also assist the consumer in selecting the right number of packages. As will be described in greater detail below, the caddy can be disposable or reusable.
One embodiment of a system in accordance of the present disclosure, for instance, is illustrated in
The display 10 as shown in
In addition to providing product information, advertising, and other information, the display 10 can also further include instructions in assisting consumers with making their bulk purchases. For instance, the display 10 can include instructions on how to select, handle, and bundle together the individual packages for paying a single bulk price. The instructions, for instance, may instruct consumers to pick a certain number of packages that will then total the bulk advertised price. The instructions can be printed on the display itself or can be provided by an electronic device such as a computer or kiosk. The instructions may be further used to guide the consumer through the selection of personal care products customized for their unique needs. For example, if the display contains absorbent articles, the display may assist a consumer in selecting size for their single child or multiple children and/or for selecting different products based on the child's characteristics. For instance, products worn at night may be matched with products worn during the day. In completing a purchase, a consumer will be required to select a minimum number of packages by purchasing multiple packages at a set price.
In one embodiment, the display 10 may also dispense bar codes that can be affixed to a bundle so that the entire bundle need only be scanned once during checkout at the retail outlet. Alternatively, each package can include its own barcode for scanning during checkout. Placing barcodes on all the packages may assist in inventory tracking to allow the retail outlet to determine the appropriate time to replenish particular product inventory.
The number of packages a consumer may be required to buy to achieve the advertised bulk prize may depend upon various factors. For instance, the number of packages selected may depend upon the related product forms that are contained in the display and the type of products that are contained in the display.
A consumer may then be required to select from about 2 to about 8 packages to have the packages total the bulk price.
As described above, in one embodiment, all the packages may have the same unit price which may simplify the process of selecting the appropriate number of packages that total the bulk price. Alternatively, however, the packages may have different prices. In this embodiment, the price of each package can be based on a single unit price that divides evenly into the bulk price. For example, in one embodiment, the display 10 may include packages that have the unit price, that have one-half the unit price and/or that have one-fourth the unit price.
More specifically, referring to
As shown in
The third embodiment illustrated in
In one particular embodiment, the display 10 may include different bulk prices depending upon the number of packages purchased together. For instance, as shown in
In order to assist shoppers in bundling the packages together in order to meet a specified bulk price, in one embodiment, each package contained within the display 10 can have a size that is proportional to the price of the package. For instance, a package that has a price that is equal to one-half the unit price may have a size that is one-half the size of a package that has a price of the full unit price. In this manner, as shown in
Referring to
In the embodiment illustrated in
Referring to
Referring to
The caddy 22 as shown in
As shown in
In the embodiment illustrated, the storage bin is generally rectilinear, but can be any suitable shape. For example, the storage bin can also be cylindrical. In other embodiments, the footprint of the storage bin can be oval, a hemisphere, a triangle, a square, or any other shape including linear and/or arcuate portions.
As described above, the caddy or storage bin as shown in
There are many storage bin styles including but not limited to slotted boxes, telescoping boxes, folders, rigid boxes such as Bliss boxes, self-erecting boxes, corrugated common footprint containers and interior forms. Interior forms, such as liners, tubes, pads, build-ups, dividers, partitions and other inner packing pieces can be made in an infinite variety of ways to separate or cushion products to strengthen the storage bin or to fill voids to prevent products from moving.
In one embodiment, the storage bin can be made from corrugate and comprise a half-slotted storage bin and a tray as the cover. Half-slotted means that the storage bin has no top flaps. A Bliss box, which has no bottom flaps and which is similar to a standard shoe box, is also appealing to consumers because it eliminates gaps and the potential for the bottom to break open.
In other embodiments, windows or special cutouts can be added to the storage bin to enhance functionality or aesthetic appeal, including to add air vents to the storage bin.
The cover or lid can include a latching element to allow the cover to be positively attached to the storage bin bottom. The latching element can be any suitable mechanism, including adhesives, rigid or flexible tabs that engage a slot or other device, elements to allow the cover to be snapped onto the storage bin, a simple friction fit, hardware such as hinges and hasps, or any combination of these.
The packages that are contained in the dispenser 10 as shown in
Since the display 10 prominently advertises the products, in one embodiment, the packaging may contain a minimal amount of graphics and colors in order to minimize costs. For instance, the information contained on each package may comprise the brand name, the product form, the size, the count, or the navigation icon. The graphics, for instance, may comprise less than 50 percent of the surface area of the package, such as less than about 20 percent of the surface area of the package.
In other embodiments, however, if desired, the packages can include more prominent graphics and colors.
One embodiment of a package 30 that may be used in conjunction with the display 10 is shown in
As shown in
The package illustrated in
Although the package 30 as shown in
In addition to tissue products, the package 30 as shown in
In the example illustrated in
The packages contained in the display 10 may contain a single product form or may contain multiple product forms. For example, in one embodiment, the package 30 as shown in
In addition to being easily bundled with other packages, the package 30 also provides for prominence of the package at eye level when contained within the display.
Referring now to
The display 110 as shown in
The displays illustrated in
These and other modifications and variations to the present invention may be practiced by those of ordinary skill in the art, without departing from the spirit and scope of the present invention, which is more particularly set forth in the appended claims. In addition, it should be understood that aspects of the various embodiments may be interchanged both in whole or in part. Furthermore, those of ordinary skill in the art will appreciate that the foregoing description is by way of example only, and is not intended to limit the invention so further described in such appended claims.
