Patent Application
20170236152
The ability of businesses to conduct transactions with customers, as well as with other businesses, over the Internet using eCommerce “online storefronts” has enabled such businesses to greatly expand their potential customer base while substantially reducing costs related to maintaining “brick and mortar” store fronts. In addition to the advantages related to customer access created by the Internet, the ability of business users to access crucial business information has been greatly enhanced by the proliferation of IP-based networking together with advances in object oriented Web-based programming and browser technology. Using these advances, systems have been developed that permit web-based access to business information systems, thereby allowing a user with a browser and an Internet or intranet connection to view, enter, or modify the required business information. For example, substantial efforts have been directed to Enterprise Resource Planning (ERP) systems that integrate the capabilities of several historically separate business computing systems into a common system, with a view toward streamlining business processes and increasing efficiencies on a business-wide level. By way of example, the capabilities or modules of an ERP system can include: accounting, order processing, time and billing, inventory management, employee management/payroll, and employee calendaring and collaboration, as well as reporting and analysis capabilities relating to these functions.
In a related movement, substantial efforts have also been directed to integrated Customer Relationship Management (CRM) systems, with a view toward obtaining a better understanding of customers, enhancing service to existing customers, and acquiring new, profitable customers. By way of example, the capabilities or modules of a CRM system can include: sales force automation (SFA), marketing automation, contact list, call center support, and web-based customer support, as well as reporting and analysis capabilities relating to these functions. With differing levels of overlap with ERP/CRM initiatives and with each other, substantial efforts have also been directed toward development of increasingly integrated partner and vendor management systems, web store/eCommerce systems, product lifecycle management (PLM) systems, and supply chain management (SCM) systems.
Rather than build such integrated business systems and maintain the relatively costly infrastructure and components, merchants may desirably utilize systems/platforms provided by third parties. Such third parties may implement an integrated business system as described above in the context of a multi-tenant platform, wherein individual instantiations of a single comprehensive integrated business system are provided to a variety of merchants, or tenants. A key advantage to such multi-tenant platforms is the ability for each tenant to customize their instantiation of the integrated business system to that tenant's specific business needs.
An eCommerce platform or application that is operated as a service for a tenant of a multi-tenant platform (or as a dedicated web-service for a single merchant) is configured to represent and implement the business model and operational aspects of the business desired by the merchant. As such, one merchant may have different business goals or practices than another merchant that is also utilizing an eCommerce platform or application. Thus, a merchant may desire to implement certain customized features, services, or functions of the eCommerce platform that represents their business model. And, one merchant may wish to implement different customized features, services, or functions on their eCommerce platform than those implemented by another merchant.
One area in which a merchant may wish to customize the features, services, or functions of its eCommerce platform, is with regards to the promotional offers (such as discounts, rebates, loyalty programs, incentives to purchase one or more products or services, etc.) that it presents to consumers. In addition, a merchant may wish to enable a consumer to receive some form of promotional offer based on products or services that the consumer has looked at, but not yet decided to purchase. Further, as noted, the operator of a multi-tenant computing platform that includes eCommerce functionality may wish to enable a tenant to make the type and operational characteristics of the promotions offered by the tenant's eCommerce application suit the business needs of that tenant, which may include consideration of the tenant's current inventory, cash flow, competitive environment, salesforce performance, season, day of month, tax situation, currency values, etc.
Conventional approaches to specifying characteristics of promotions fail to provide a business with the ability to customize such promotions to customers based on relevant business data, such as inventory levels, financial operations, salesperson activity, customer behavior (such as prior purchases or product views), etc. Typically, a business is limited to static types of promotions that are based on a fixed percentage off, an amount off if an amount purchased exceeds a threshold, buy-one-get-one (BOGO) type offers, an offer of free shipping, etc. where such offers must be defined without reference to variable quantities. Further, conventional approaches do not provide systems and methods for implementing tenant-customizable promotion and incentive functions on a multi-tenant ERP/CRM platform, with such methods and systems being provided with access to relevant tenant accounts and data. Conventional approaches therefore do not permit tenant administrators to configure custom promotion capabilities for an eCommerce platform that may depend upon ERP/CRM or other business related data and thus are responsive to the current status of a business. Embodiments of the invention address this need both individually and collectively.
The terms “invention,” “the invention,” “this invention” and “the present invention” as used herein are intended to refer broadly to all of the subject matter of this patent and the patent claims below. Statements containing these terms should be understood not to limit the subject matter described herein or to limit the meaning or scope of the patent claims below. Embodiments of the invention covered by this patent are defined by the claims below, not this summary. This summary is a high-level overview of various aspects of the present system and methods for providing tenant configurable promotion capabilities to the tenants of a multi-tenant business data processing system or platform. This summary also introduces some of the concepts that are further described in the Detailed Description section below. This summary is not intended to identify key or essential features of the claimed subject matter, nor is it intended to be used to determine the scope of the claimed subject matter.
Embodiments of the invention are directed to a system and associated methods for enabling a tenant of a multi-tenant platform to customize the promotional functions of the tenant's eCommerce website which is hosted on the multi-tenant platform. Specifically, the embodiments described herein are directed to a system and associated methods for providing a tenant with the ability to configure one or more promotional or incentive offers to be presented to a consumer who is using the capabilities of the tenant's eCommerce platform or application (such as an eCommerce web-site and associated virtual storefront). The promotional offer(s) may be configured to suit the tenant's short term and/or long term business needs, such as to encourage purchase of a particular product or service at a particular time, to encourage a purchase in response to a particular business event or situation, to encourage a purchase in response to a particular action or lack of action by the consumer, to encourage a purchase in response to a particular inventory level or revenue amount of the tenant, to encourage a purchase in response to determining that the consumer was the object of a sales pitch from one of the tenant's salespeople, etc. In some embodiments, the promotional offer(s) may be configured in real-time or pseudo real-time by the tenant and may be presented to the consumer during the viewing and/or selection of a product or service, that is, prior to an actual purchase transaction. Further, determining whether a consumer is eligible for a certain promotional offer or incentive may also be determined in real-time or pseudo real-time and be based on one or more types of current business data of the tenant, such as ERP data, CRM data, financial data, etc. This permits a tenant to create a promotional campaign or offering that is dependent on factors that are separate from those of the eCommerce transaction that a customer is participating in, and instead reflect other business or operational aspects (or combinations of aspects) of the tenant.
In the case of a multi-tenant platform, each tenant of the multi-tenant platform may desire to implement its promotions functionality differently and with different business objectives in mind. For example, they may desire to base at least some of the criteria for offering a promotion on data that reflects the current status of their business and/or information in their records about other transactions involving a customer. Such data is available as part of the multi-tenant platform, and may include records related to other consumer purchases or activities, tenant current (or pseudo-current) inventory levels, tenant financial status, tenant projected financial status, tenant business goals for a relevant period of time, sales or marketing data, etc. Still further, a tenant may wish to make a particular promotional offer available to a consumer on a real-time or pseudo real-time basis, that is, as a consumer is viewing and/or selecting items and before a purchase transaction is completed. Such an offer may be based on one or more of what the consumer is presently intending to purchase, what the consumer has purchased in the past, the current financial situation of the tenant (revenues, profits, expected changes in the business environment, current business goals, etc.), demographic information for the customer, or other relevant information. To have a desired degree of flexibility in configuring and triggering promotional offers, a tenant may wish to be able to define an offer based on real-time or pseudo real-time business data or customer behaviors, where the offer may be defined in terms of dynamic variables whose values are determined for a specific customer during a transaction or other customer interaction with the tenant's eCommerce application.
Embodiments of the invention permit a tenant to specify, configure, and present to a consumer a promotional offer or offers that may depend on the consumer's present or previous behavior, as well as on the tenant's business related data (such as ERP, CRM, or eCommerce platform data). Embodiments of the invention enable a tenant of a multi-tenant platform to both define a promotional offer in terms of real-time or pseudo real-time values of specific business data, and also to determine a customer's eligibility for the offer based on real-time or pseudo real-time data related to the customer's behaviors. Conventionally, this flexibility is not available to merchants as their business data is not available on an integrated platform that also is used to operate their eCommerce platform. Further, in some embodiments, each tenant may be provided with a user interface for configuring that tenant's instantiation of a promotional offer function or process, where such a promotion or incentive may be configured in accordance with the tenant's business objectives and/or customer behavior.
In one embodiment, the invention is directed to a method of providing a promotional offer for a customer, where the method includes:
providing a user with a user interface configured to permit the user to define the promotional offer in terms of one or more of
determining the contents of the customer's shopping cart prior to the customer completing a payment transaction for the contents;
determining a value of the one or more sources of business related data used to determine eligibility for the offer;
determining if the customer is eligible for the promotional offer by evaluating the one or more logical relations between data sources and data source values that must be present in order for the promotional offer to be valid or available; and
if the customer is eligible for the promotional offer, then applying the promotional offer to the contents of the customer's shopping cart.
In another embodiment, the invention is directed to a system for enabling a user to define a promotional offer for a customer, where the system includes:
one or more business related data processing applications installed in the system and accessible by a plurality of tenants of the system;
a data storage element accessible by the one or more business related data processing applications;
a processor programmed with a set of instructions, wherein when executed by the processor the instructions cause the system to
In yet another embodiment, the invention is directed to a method for providing a tenant of a multi-tenant platform with a capability to generate a promotional offer for a customer, where the method includes:
providing a process to enable the tenant to define the promotional offer, wherein the definition may depend on one or more of ERP data, CRM data, eCommerce data, and customer profile data maintained on the platform; and
providing a process to determine if a term or condition of the defined offer is satisfied by one or more of the customer, the customer's shopping cart, or the tenant's ERP, CRM or eCommerce data.
Other objects and advantages of the present invention will be apparent to one of ordinary skill in the art upon review of the detailed description of the present invention and the included figures.
Various embodiments in accordance with the present disclosure will be described with reference to the drawings, in which:
This description discusses various illustrative embodiments of the inventive system and methods for providing configurable promotion and incentive offer functionality to the tenants of a multi-tenant platform. The promotion and incentive offer functionality may be configured by a tenant for use by a consumer accessing the tenant's eCommerce application, and may depend upon tenant business data such as ERP, CRM, financial, or other business data in addition to eCommerce related data. The description is provided with reference to the accompanying drawings in order to provide a person having ordinary skill in the relevant art with a full, clear, and concise description of the subject matter defined by the claims which follow, and to enable such a person to appreciate and understand how to make and use the same. However, this description should not be read to limit the scope of the claimed subject matter, nor does the presence of an embodiment in this description imply any preference of the described embodiment over any other embodiment, unless such a preference is explicitly identified herein. It is the claims, not this description or other sections of this document or the accompanying drawings, which define the scope of the subject matter to which the inventor and/or the inventor's assignee(s) claim exclusive entitlement.
The subject matter of embodiments of the present invention is described here with specificity to meet statutory requirements, but this description is not necessarily intended to limit the scope of the claims. The claimed subject matter may be embodied in other ways, may include different elements or steps, and may be used in conjunction with other existing or later developed technologies. This description should not be interpreted as implying any particular order or arrangement among or between various steps or elements except when the order of individual steps or arrangement of elements is explicitly described.
Among other embodiments, the invention may be embodied in whole or in part as a system, as one or more processes, operations, methods, or functions, or as one or more apparatuses or devices. Embodiments of the invention may take the form of an entirely hardware implemented embodiment, an entirely software implemented embodiment or an embodiment combining software and hardware aspects. For example, in some embodiments, one or more of the operations, functions, processes, or methods described herein may be implemented by a suitable processing element (such as a processor, microprocessor, CPU, controller, etc.) that is programmed with a set of executable instructions (e.g., software instructions), where the instructions may be stored in a suitable data storage element. The processor, microprocessor, CPU or controller may be a component or element of a computing device or data processing device or platform, such as a client device or a server used with an associated data storage element or database. In some embodiments, one or more of the operations, functions, processes, or methods described herein may be implemented by a specialized form of hardware, such as a programmable gate array, application specific integrated circuit (ASIC), or the like. The following detailed description is, therefore, not to be taken in a limiting sense.
In accordance with at least one embodiment of the invention, a multi-tenant business information system or multi-tenant distributed computing service platform is provided, where that system, service, or platform advantageously permits one or more tenants to customize the promotional offers and functionality provided by the platform for that tenant's eCommerce storefront or application. In one embodiment, the terms or conditions which define a promotional offer (such as a rebate, discount, benefit derived from a loyalty program, or other form of incentive to encourage a consumer to make a purchase) may depend upon business data maintained by the multi-tenant system, but that is not part of the tenant's eCommerce application. For example, a promotional offer may depend upon the tenant's business related ERP data (such as inventory levels, shipping costs, sales channel activities), CRM data (such as salesperson activities), or other data that characterizes the operation of the business. Further, determining whether a consumer accessing the tenant's eCommerce application is eligible to receive such a promotional offer may depend on the current or near-current state of the business, as reflected by its business related data.
For example, a merchant may wish to enable a consumer to receive a discount based on one or more of: (1) characteristics of their current purchase; (2) the amount or type of their cumulative purchases; (3) a current business goal of the merchant (such as reducing inventory of a particular item); (4) a certain current or near-current state or condition of the merchant's business or operations as reflected by business data (such as ERP, CRM, or financial data); (5) an aspect of the relationship between the consumer and the merchant (such as the length of their relationship, the activities which led to the purchase including number of sales contacts, response to marketing efforts, etc.), etc. Embodiments of the invention enable the definition and execution of promotional offers that are capable of representing a response to the dynamic status of a business as well as the behaviors of a customer.
Integrated business system 102, which may be hosted by a dedicated third party ASP, may include an integrated business server 114 and a web interface server 116, coupled as shown in
The ERP module 118 may include, but is not limited to, a finance and accounting module, an order processing module, a time and billing module, an inventory management and distribution module, an employee management and payroll module, a calendaring and collaboration module, a reporting and analysis module, and other ERP-related modules. The CRM module 120 may include, but is not limited to, a sales force automation (SFA) module, a marketing automation module, a contact list module (not shown), a call center support module, a web-based customer support module, a reporting and analysis module, and other CRM-related modules. The integrated business server 114 (or multi-tenant data processing platform) further may provide other business functionalities including a web store/eCommerce module 122, a partner and vendor management module 124, and an integrated reporting module 130. An SCM (supply chain management) module 126 and PLM (product lifecycle management) module 130 may also be provided. Web interface server 116 is configured and adapted to interface with the integrated business server 114 to provide one or more web-based user interfaces to end users of the enterprise network 104.
The integrated business system shown in
A user of the Merchant's system 152 may access data, information, and applications (i.e., business related functionality) using a suitable device or apparatus, examples of which include a customer computing device 158 and/or the Merchant's computing device 160. In one embodiment, each such device 158 and 160 may include a client application such as a browser that enables a user of the device to generate requests for information or services that are provided by system 152. System 152 may include a web interface 162 that receives requests from users and enables a user to interact with one or more types of data and applications (such as ERP 164, CRM 166, eCommerce 168, or other applications that provide services and functionality to customers or business employees).
The distributed computing platform/service 208 may include multiple processing tiers including a user interface tier 216, an application server tier 220, and a data storage tier 224. The user interface tier 216 may maintain multiple user interfaces 217, including graphical user interfaces and/or web-based interfaces. The user interfaces may include a default user interface for the service (depicted as “Service UI”), as well as one or more user interfaces extended by one or more tenants of the service (e.g., via access to one or more APIs). The default user interface may include components enabling a tenant to implement service platform modifications, such as to configure, define and activate one or more promotional or incentive offers for a consumer accessing the tenant's eCommerce application, and to otherwise administer the tenant's participation in the functions and capabilities provided by the service platform. Each processing tier shown in the figure may be implemented with a set of computers and/or computer components including computer servers and processors, and may perform various functions, methods, processes, or operations as determined by the execution of a software application or set of instructions. The data storage tier 224 may include one or more data stores, which may include a Service Data store 225 and one or more tenant Data stores 226. Data stores may be implemented with any suitable data storage technology, including structured query language (SQL) based relational database management systems (RDBMS).
In accordance with at least one embodiment of the invention, distributed computing platform/service 208 may be multi-tenant, and one or more tenants may be able to implement a promotion function or capability to the eCommerce or other services and functions provided for that tenant by platform/service 208. Before providing additional details regarding that implementation, further information is provided with respect to distributed computing services and service platform operations, in accordance with at least one embodiment of the invention.
As noted, platform/service 208 may be operated by an entity in order to provide multiple tenants with a set of business related applications and functionality. These applications and functionality may include ones that a business uses to manage various aspects of its operations. For example, the applications and functionality may include providing web-based access to business information systems, thereby allowing a user with a browser and an Internet or intranet connection to view, enter, process, or modify certain types of business information.
As also noted, such business information systems may include an Enterprise Resource Planning (ERP) system that integrates the capabilities of several historically separate business computing systems into a common system, with the intention of streamlining business processes and increasing efficiencies on a business-wide level. By way of example, the capabilities or modules of an ERP system may include: accounting, order processing, time and billing, inventory management, employee management/payroll, and employee calendaring and collaboration, as well as reporting and analysis capabilities relating to these functions. Another business information system that may be provided as part of a service platform is an integrated Customer Relationship Management (CRM) system, which is designed to assist in obtaining a better understanding of customers, enhance service to existing customers, and assist in acquiring new and profitable customers. By way of example, the capabilities or modules of a CRM system may include: sales force automation (SFA), marketing automation, contact list management, call center support, and web-based customer support, as well as reporting and analysis capabilities relating to these functions. In addition to ERP and CRM functions, a business information system (such as element 208 of
Note that both functional advantages and strategic advantages may be gained through the use of an integrated business system comprising ERP, CRM, and other business capabilities, as for example where the integrated business system is integrated with a merchant's eCommerce platform and/or “web-store.” For example, a customer searching for a particular product can be directed to a merchant's website and presented with a wide array of product and/or services from the comfort of their home computer, or even from their mobile phone. When a customer initiates an online sales transaction via a browser-based interface, the integrated business system can process the order, update accounts receivable, update inventory databases and other ERP-based systems, and can also automatically update strategic customer information databases and other CRM-based systems. These modules and other applications and functionalities may advantageously be integrated and executed by a single code base accessing one or more integrated databases as necessary, forming an integrated business management system or platform.
However, each merchant is unique in terms of their commercial offerings, desired customer demographics, and marketing techniques, and also in terms of their internal business organization and philosophies. Therefore, a robust integrated business services platform preferably offers not only a rich set of features, but also is capable of being customized for each business' needs. Thus, it is desirable to provide users of such a system with the ability to develop custom services and capabilities that leverage the advantages of the functionality of an integrated business platform in the manner most desired by a particular tenant or user.
Embodiments of the invention permit a tenant to specify, configure, and present to a consumer a promotional offer or offers that may depend on the consumer's present or previous behavior, as well as on the tenant's business related data (such as ERP, CRM, or eCommerce platform data). Embodiments of the invention enable a tenant of a multi-tenant platform to both define a promotional offer in terms of real-time or pseudo real-time values of specific business data, and also to determine a customer's eligibility for the offer based on real-time or pseudo real-time data related to the customer's current or previous behaviors. Further, in some embodiments, each tenant may be provided with a user interface for configuring that tenant's instantiation of a promotional offer function or process, where such a promotion or incentive may be configured in accordance with the tenant's business objectives and/or customer behavior.
User Interfaces 303 and UI Elements 304 may include one or more components or elements configured to enable a tenant to define and create a promotional offer, where the criteria for the offer may be specified in terms of the tenant's business related data that is available through the multi-tenant platform. Such a User Interface may include User Interface Elements that permit configuration of the promotional offer in terms of data sources (e.g., ERP, CRM, eCommerce), data values, and logical functions (e.g., Boolean logic, conditions, rules, etc.).
The application layer 310 may include one or more application modules 311, each having one or more sub-modules 312. Each application module 311 or sub-module 312 may correspond to a particular function, method, process, or operation that is implemented by the module or sub-module. Such function, method, process, or operation may include those used to implement one or more aspects of the inventive system and methods, such as one or more eCommerce platform functions, enabling definition/configuration of a promotional offer, determining if the terms or conditions of the offer are satisfied, presenting a satisfied offer to a consumer, accessing ERP, CRM, eCommerce, or other data to determine if the offer is satisfied, etc.
For example, in some embodiments, application module 311 or sub-module 312 may include software code that when executed by a properly programmed processing element enables the inventive system to:
The application modules and/or sub-modules may include any suitable computer-executable code or set of instructions (e.g., as would be executed by a suitably programmed processor, microprocessor, or CPU), such as computer-executable code corresponding to a programming language. For example, programming language source code may be compiled into computer-executable code. Alternatively, or in addition, the programming language may be an interpreted programming language such as a scripting language. Each application server (e.g., as represented by element 222 of
The data storage layer 320 may include one or more data objects 322 each having one or more data object components 321, such as attributes and/or behaviors. For example, the data objects may correspond to tables of a relational database, and the data object components may correspond to columns or fields of such tables. Alternatively, or in addition, the data objects may correspond to data records having fields and associated services. Alternatively, or in addition, the data objects may correspond to persistent instances of programmatic data objects, such as structures and classes. Each data store in the data storage layer may include each data object. Alternatively, different data stores may include different sets of data objects. Such sets may be disjoint or overlapping.
Note that the example computing environments depicted in
As shown in the figure, in one embodiment a tenant of a multi-tenant platform accesses a suitable User Interface to enable them to create/define/configure a promotional offer based at least in-part on real-time or pseudo real-time information about a Customer's shopping activities (step or stage 402). The promotional offer may be a discount on a current or future purchase, a buy-one-get-one type of offer, an incentive to try a new product, a reduction in shipping cost, a more favorable return policy, etc. At step or stage 404, the tenant/user uses the interface to define the desired promotion in terms of data sources, data source values or range of values, and applicable logic.
The data sources may include (but are not limited to) one or more of data regarding a customer's current shopping activities (items browsed, selected, placed into shopping cart, etc.), data regarding the customer and/or their previous shopping activities (amount spent, frequency of purchases, date of last purchase, types of items typically purchased or not purchased, etc.), an item recommended for the customer based on their current or previous shopping activities and generated by a suitable decision process (such as collaborative filtering, a machine learning model, etc.), a customer relationship with the tenant or tenant's employees (such as being the object of a salesperson's visit or proposal as determined from CRM data), etc. The data source value or values that need to be present in order to cause the promotional offer to be available may be expressed as one or more of a single value, a threshold value, a range of values, or other suitable expression. The applicable logic may be expressed as one or more rules (e.g., “If parameter A has a value of x AND parameter B is less than y, then make offer”), as one or more conditions that must be satisfied, as one or more relationships that must be satisfied, etc. and may be expressed in terms of any suitable logic or expressions (e.g., Boolean operators, statistical functions, distributions, cumulative values, etc.). Next, the platform creates data corresponding to a “Shopper Query” and an associated promotional offer (step or stage 406). Note that in some embodiments, this query and associated offer may be available within any suitable shopping or customer service channel, including an eCommerce platform or application, a mobile shopping application, an in-store kiosk, a point of sale terminal, a customer service platform, or other point of contact between the customer and the business.
Sometime later (or in some cases during the definition of the promotional offer, where, as noted the offer may depend to some extent on the current contents of the customer's shopping cart), the customer engages in shopping related behaviors. These may include, for example, browsing products using an on-line website, selecting an item to place it in the customer's shopping cart, initiating a purchase transaction, submitting a query using a shopping application, contacting a customer service representative or other employee to request information about a product, etc. (step or stage 408). The platform/system may evaluate the contents of the customer's shopping cart and/or the customer's shopping behaviors periodically, after the occurrence of a predetermined event (such as placement of item in cart, browsing description of item, initiation of purchase transaction, etc.). Based on the contents of the cart and/or the behaviors, the system may determine that the customer is eligible or likely to be eligible for a particular promotional offer (step or stage 410). In response, the platform/system may provide a promotion code (typically alphanumeric, but may take any suitable form) to the customer. In cases where a code may have been provided to the customer previously (during the same or an earlier use of the platform/system), the customer may be asked if they wish to enter a promotion code.
Note that the platform/system may use one or more of the customer's shopping behaviors, the contents of the customer's shopping cart, or customer-specific data (such as demographic, spending, previous contacts with a business, etc.) in determining whether a customer is or may be eligible to receive a promotional offer. This is typically done by comparing information about the customer, the customer's behaviors, and the contents of the shopping cart to one or more defined promotional offers to determine if the information satisfies the rules or conditions of the offer(s) based on the data sources, data values or range of values, and logic specified in the definition of the offer(s).
After the customer enters a promotion code and/or the platform evaluates the customer's shopping cart to determine that the customer may be eligible for one or more promotion(s), the invention confirms whether the customer is in fact eligible (step or stage 412). If the customer is eligible for a specific promotion, then that offer is applied to the content of the customer's shopping cart (step or stage 413, i.e., the purchase transaction based on the contents), as illustrated by the “Yes” branch of step or stage 412. However, if the customer is not eligible for a specific promotion, then that offer not applied to the content of the customer's shopping cart (step or stage 414), as illustrated by the “No” branch of step or stage 412.
As shown in the figure, in one embodiment a tenant of a multi-tenant platform accesses a suitable User Interface to enable them to create/define/configure a promotional offer based at least in-part on real-time or pseudo real-time information about the tenant's business operations (step or stage 502). The promotional offer may be a discount on a current or future purchase, a buy-one-get-one type of offer, an incentive to try a new product, a reduction in shipping cost, a more favorable return policy, etc. At step or stage 504, the tenant/user uses the interface to define the desired promotion in terms of data sources, data source values or range of values, and applicable logic.
The data sources may include (but are not limited to) one or more of data regarding the status of the business' operations as expressed by ERP data (inventory, revenue, profits, etc.), CRM data (salesperson performance, compensation, sales leads, customer interactions with sales people, etc.), financial data, eCommerce platform data (purchase transactions, customer views, etc.) or another source of relevant data. The data source value or values that need to be present in order to cause the promotional offer to be available may be expressed as one or more of a single value, a threshold value, a range of values, or other suitable expression. The applicable logic may be expressed as one or more rules (e.g., “If parameter A has a value of x AND parameter B is less than y, then make offer”), as one or more conditions that must be satisfied, as one or more relationships that must be satisfied, etc. and may be expressed in terms of any suitable logic or expressions (e.g., Boolean operators, statistical functions, distributions, cumulative values, etc.). Next, the platform creates data corresponding to an “Item/Product Query” and an associated promotional offer (step or stage 506). Note that in some embodiments, this query and associated offer may be available within any suitable shopping or customer service channel, including an eCommerce platform or application, a mobile shopping application, an in-store kiosk, a point of sale terminal, a customer service platform, or other point of contact between the customer and the business.
Sometime later (or in some cases during the definition of the promotional offer, where, as noted the offer may depend to some extent on the current status of the business' operations), the customer engages in shopping related behaviors. These may include, for example, browsing products using an on-line website, selecting an item to place it in the customer's shopping cart, initiating a purchase transaction, submitting a query using a shopping application, contacting a customer service representative or other employee to request information about a product, etc. (step or stage 508). The platform/system may evaluate the status of the business and/or the contents of the customer's shopping cart (and/or the customer's shopping behaviors) periodically, after the occurrence of a predetermined event (such as placement of item in cart, browsing description of item, initiation of purchase transaction, etc.). Based one or more of the status of the business (as reflected by the various sources of data), the contents of the cart, or the customer's shopping behaviors, the system may determine that the customer is eligible or likely to be eligible for a particular promotional offer (step or stage 510). In response, the platform/system may provide a promotion code (typically alphanumeric, but may take any suitable form) to the customer. In cases where a code may have been provided to the customer previously (during the same or an earlier use of the platform/system), the customer may be asked if they wish to enter a promotion code.
Note that the platform/system may use one or more of data regarding the status of the business (ERP, CRM, eCommerce, financials, etc.), the customer's shopping behaviors, the contents of the customer's shopping cart, or customer-specific data (such as demographic, spending, profile, previous contacts with a business, etc.) in determining whether a customer is or may be eligible to receive a promotional offer. This is typically done by comparing information about the status of the business, the customer, the customer's behaviors, and the contents of the shopping cart to one or more defined promotional offers to determine if the information satisfies the rules or conditions of the offer(s) based on the data sources, data values or range of values, and logic specified in the definition of the offer(s).
After the customer enters a promotion code and/or the platform evaluates the customer's shopping cart to determine that the customer may be eligible for one or more promotion(s), the invention confirms whether the customer is in fact eligible (step or stage 512). If the customer is eligible for a specific promotion, then that offer is applied to the content of the customer's shopping cart (step or stage 513, i.e., the purchase transaction based on the contents), as illustrated by the “Yes” branch of step or stage 512. However, if the customer is not eligible for a specific promotion, then that offer not applied to the content of the customer's shopping cart (step or stage 514), as illustrated by the “No” branch of step or stage 512.
In addition to being able to condition eligibility of a promotional offer on business specific and/or customer specific information, embodiments of the invention also permit a promotion to be offered based on actual, anticipated, or incentivized behavior of a customer. For example, business specific data may cause a business to want to motivate customers to make certain types of purchases, and hence to define a promotional offer based on inventory levels, season, etc. However, the offer may be made available both to customers whose shopping cart contains the item or items defined by the terms of the offer and also to customers who may be incentivized to make additional purchases in order to qualify for the offer. Thus, in some embodiments an offer can be suggested to a customer prior to initiation of a checkout process and be based on partial satisfaction of the terms or conditions of an offer (and perhaps based on evaluation of customer related data that suggests that the customer would be inclined to make an additional purchase in order to obtain the benefit of the offer, such as prior purchase history, demographics, etc.).
As noted, in one embodiment, the invention includes elements or components that enable a user to define or configure a promotional offer or other form of incentive in terms of factors or conditions that depend on data maintained for a merchant on the multi-tenant platform. Such data may include ERP or CRM data, in addition to eCommerce platform related data. As an example, a merchant using the invention may have the benefit of having one or more of the following types of data available and accessible for both (a) defining the terms of an offer and for (b) determining if the offer terms and conditions are satisfied (which may be done in real-time or pseudo real-time):
Note that a merchant that is not using a multi-tenant platform may have a legacy system to track the ERP information, but are unlikely to have the CRM data available or integrated with the ERP data, because it will be stored outside the legacy system. Further, such a merchant would lack access to the benefits obtained from integrating the ERP data with the CRM data, and as well as the synergistic benefits from the combined ERP+CRM information and other combinations of data available to users of such platforms.
In contrast, in some embodiments of the invention, a user can execute a complex SQL query (a “Saved Search”) to access any or all of this available information and thereby define a more flexible and useful promotion. In addition, these multiple sources of integrated data may be used to determine when a consumer is eligible for an offer or promotion, or even to suggest the terms of an offer or promotion to a consumer who is in the process of shopping (based on what may be in a shopping cart but not yet purchased, or based on what has been viewed but not yet placed into a shopping cart, etc.).
Embodiments of the invention provide the ability to define and create a dynamically configurable promotion, and permit the defined promotion to be evaluated or “tested” against current inventory levels, sales or projected sales, customer relations data, current or projected financial data, or other aspects of a business in real-time or pseudo real-time. As an example, a promotion or offer that may be defined in accordance with an embodiment of the invention may be based on the following process and data sources:
1. A list of items, each with a set of attributes of different data types (numeric, string, date, etc.);
2. An ad hoc report (a “saved search” or offer definition) that selects a subset of the items; and
3. A process that applies a promotion defined by a rule or fixed amount (e.g., a discount) to one or more items (which can be programmatically defined via a custom coded plugin, for example). Note that the rule or other factors used to define the conditions for applying the promotion may depend on real-time or pseudo real-time data, such as inventory, sales, product availability, consumer behavior, ERP, CRM, etc.
Example Data:
ERP based data: Product Name and/or ID, Inventory Level, Price/Cost
Name: jacket; price: $50; cost: $30; inventory: 100
Name: shirt; price: $25; cost $10; inventory: 5
Name: pants; price $40; cost $15; inventory: 250.
Examples of Possible SQL Queries (Definition of Offer Terms):
Examples of Conditions/Terms of Promotion or Offer to Customer or Client:
As noted, among other advantages, embodiments of the invention include the following aspects and benefits:
(1) Dynamic definition of a promotion—based on real time or pseudo real-time updates to the Item information (price, cost, inventory, store availability, etc.), Customer information (available credit, purchase history, shopping behavior, etc.), or other business related data (revenue, revenue per store, profits, cash flow projections, etc.).
For example, a merchant can define a promotion that qualifies a shopper for a promotion after they spend $100 a month with them; as soon as the shopper buys $100 worth of items from the merchant's retail location, call center, web-store, or a combination of those sources, the consumer would automatically qualify for a promotion. The promotion can be based on a scheduled script so a consumer gets notified that they have access to a new promo code they can use while they shop via any channel. In this case, the dynamic nature of the promotion is supported by having the multiple sources of data integrated across all of a merchant's commerce channels; and
(2) Dynamic application of the defined promotion—because the invention can determine in real-time that a customer qualifies for a promotion and the invention can apply the terms of the promotion and present that information to a consumer as soon as they qualify (such as when they are still interacting with a merchant's eCommerce platform), the customer receives real-time or pseudo real-time incentives and this reinforces a customer's positive impression of a business and may incentivize the customer to increase their purchases.
The following is another example of the steps or stages that may be implemented in an embodiment of the invention:
By way of a non-limiting example,
In one embodiment, the platform supports plug-ins and may provide different types of plug-ins with access to different functional capabilities and operating methods (where it is understood that a plug-in is a software component that adds a specific feature to an existing software application or platform). In one embodiment, the platform supports introduction of a plug-in type exemplified by the Promotions Plug-in (module 2) that provides an interface to the core feature or data (i.e., information on a Sales Order, Cash Sale, Shopping Cart, etc.) and that includes fields that are used for one or more of defining a promotion, determining eligibility for the promotion, and methods of applying the promotion. When an application supports plug-ins, it enables user or administrator customization; in the present example, the customization of how a promotion would operate is facilitated by placing the rules and logic in one or more Plug-in Implementation scripts (module 3), where a Plug-in Implementation script is typically triggered by an event (e.g., a click of a button or other user interaction with a display). In this example, Promotion Plug-in Implementation scripts are used by the internal Promotion Engine and are executed when a user applies the promotion code by entering a coupon code and then clicking/activating the Apply button (module 4) in the shopping cart or other applicable transaction input screen (module 5). Note that application of a promotion may also be caused by other methods, such as a Platform process recognizing certain characteristics of the user or the user's proposed purchases, etc.
A Promotion record (module 6) represents stored information or a table entry in a database server that is part of the infrastructure for the platform. A Child record (module 7) represents additional information that is related to the Promotion record (e.g., discount rules, eligibility criteria, etc.). When creating a Promotion record, a data input screen may be used to create, update, or delete applicable rules and criteria. In one embodiment, this data input screen is implemented via Entry Forms (module 8), where Entry Forms may be customized and stored in the promotion record. Because of the wide variety of types of promotions, having one user interface that will cover all types and cases of promotions may not be an ideal approach. Instead, in one embodiment, different types of promotions may be created using different custom forms, with each such form associated with a promotion record and used to apply a set of rules or conditions that are desired for that type or category of promotion. When a new promotion is created, a user will typically select the Promotion Type and then be forwarded to the correctly-customized data input screen(s). In one embodiment, the Advanced Promotion Application (module 1) contains custom entry forms, plug-in implementation scripts, and other records that support three generic promotion types: Item-based, Order-based, or Buy X Get Y.
A Saved Search (module 9) represents a complex SQL query that is also stored in the database as a record. A Saved Search can be used by the Plug-in Implementation scripts during promotion eligibility checking and discount application, depending on the promotion characteristics (e.g., Buy 5 T-shirts (a Saved Search), get 2 free (same Saved Search)).
The module labeled “Plug-in Implementation Scripts” in
getName( )
getFormName( )
getPromotionDiscount( ) where
Note that in one embodiment, much of the logic for eligibility checking and discount application may be included as part of the getPromotionDiscount( )function. In one embodiment, this function has two parameters: (a) promotionslnput and (b) promotionsOutput, where promotionslnput is of type NLPromotionslnput and promotionsOutput is of type NLPromotionsOutput. These are classes that may be provided by the Promotion Type Plug-in.
In general, a Promotion Type Plug-in implementation script has access to certain information about the current state of a customer's shopping cart (e.g., customer ID, promotion ID, what are the items in the cart, the shipping method selected, etc.) as well as the capability to update certain aspects of the current state of the cart (e.g., to apply a line-level discount, to apply an order discount, to alter the estimated shipping cost, etc.). A developer or promotion creator can provide a description of the logic used for each decision/modification and/or the changes can be implemented given the defined input and output classes. In one embodiment, the Advanced Promotion Application (module 1 of
(c) given the promotion ID (the current promotion record) from NLPromotionslnput, the related child records are queried and the results are placed in the temporary data structure—this is to improve performance and minimize database queries;
It should be understood that the present invention as described above can be implemented in the form of control logic using computer software in a modular or integrated manner. Based on the disclosure and teachings provided herein, a person of ordinary skill in the art will know and appreciate other ways and/or methods to implement the present invention using hardware and a combination of hardware and software.
Any of the software components, processes or functions described in this application may be implemented as software code to be executed by a processor using any suitable computer language such as, for example, Java, C++, or Perl, using, for example, conventional or object-oriented techniques. The software code may be stored as a series of instructions, or commands on a computer readable medium, such as a random access memory (RAM) a read-only memory (ROM), a magnetic medium such as a hard-drive, a solid-state device such as a flash memory drive, or an optical medium such as a CD-ROM. Any such computer readable medium may reside on or within a single computational apparatus, and may be present on or within different computational apparatuses within a system or network.
Exemplary embodiments of the present methods and systems have been described in detail above and in the accompanying figures for illustrative purposes. However, the scope of the present methods and systems are defined by the claims below and is not limited to the embodiments described above or depicted in the figures. Embodiments differing from those described and shown herein, but still within the scope of the defined methods and systems are envisioned by the inventors and will be apparent to persons having ordinary skill in the relevant art in view of this specification as a whole. The inventors intend for the defined methods and systems to be practiced other than as explicitly described herein. Accordingly, the defined methods and systems encompass all modifications and equivalents of the subject matter as permitted by applicable law.
This application claims the benefit of U.S. Provisional Application No. 61/816,920, entitled “System and Method for Using Saved Search to Determine Eligibility and Discount Rule for Promotion,” filed Apr. 29, 2013, which is incorporated herein by reference in its entirety (including the Appendix) for all purposes.
| Number | Date | Country | |
|---|---|---|---|
| 61816920 | Apr 2013 | US |
