U.S. patent application number 11/751999 was filed with the patent office on 2007-09-20 for methods and systems for facilitating the provision of opinions to a shopper from a panel of peers.
Invention is credited to Dean P. Alderucci, Geoffrey M. Gelman, Norman C. Gilman, Wen Y. Lin, Russell P. Sammon, Jay S. Walker.
Application Number | 20070220540 11/751999 |
Document ID | / |
Family ID | 35510408 |
Filed Date | 2007-09-20 |
United States Patent
Application |
20070220540 |
Kind Code |
A1 |
Walker; Jay S. ; et
al. |
September 20, 2007 |
METHODS AND SYSTEMS FOR FACILITATING THE PROVISION OF OPINIONS TO A
SHOPPER FROM A PANEL OF PEERS
Abstract
In accordance with one or more embodiments, a system determines
an image, selects a panel of participants, and outputs the image to
each of the participants of the panel of participants. The image
may be an image of a garment a shopper is considering purchasing,
an image of the shopper wearing the garment, or an image of a
virtual model of the shopper combined with an image of the garment.
The panel of participants may be selected based on a characteristic
associated with the shopper. The image may be output to the panel
of participants along with a request for an opinion regarding the
garment (e.g., "Buy It" or "Don't Buy It"). The responses may be
collected from the participants and an indication of the results
may be output to the shopper.
Inventors: |
Walker; Jay S.; (Ridgefield,
CT) ; Lin; Wen Y.; (New York, NY) ; Sammon;
Russell P.; (Pacifica, CA) ; Gilman; Norman C.;
(New York, NY) ; Gelman; Geoffrey M.; (Stamford,
CT) ; Alderucci; Dean P.; (Westport, CT) |
Correspondence
Address: |
WALKER DIGITAL MANAGEMENT, LLC
2 HIGH RIDGE PARK
STAMFORD
CT
06905
US
|
Family ID: |
35510408 |
Appl. No.: |
11/751999 |
Filed: |
May 22, 2007 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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10864834 |
Jun 9, 2004 |
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11751999 |
May 22, 2007 |
|
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09602948 |
Jun 26, 2000 |
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10864834 |
Jun 9, 2004 |
|
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60210946 |
Jun 12, 2000 |
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Current U.S.
Class: |
725/14 |
Current CPC
Class: |
G06Q 30/0641 20130101;
G06Q 30/0643 20130101; G06Q 30/02 20130101; G06Q 30/06 20130101;
G06Q 30/0633 20130101; G06Q 30/0601 20130101; G06Q 30/0271
20130101; G06Q 30/0631 20130101 |
Class at
Publication: |
725/014 |
International
Class: |
H04H 9/00 20060101
H04H009/00 |
Claims
1. A method, comprising: receiving an image from a shopper, the
image depicting a garment; selecting for the shopper, substantially
at a time the image is received, a plurality of participants to
whom the image is to be output, each of the participants of the
plurality of participants being selected based on a characteristic
specified by a shopper associated with the garment; causing,
substantially at a time the plurality of participants is selected,
the image to be output to each participant of the plurality of
participants by causing a cellular telephone of the participant to
display the image, wherein a request for an opinion regarding the
garment is output in association with the image; collecting
responses to the request for a predetermined period of time from a
time at which the image was output, wherein the predetermined
period of time is not longer than ten minutes; and outputting an
indication of the collected responses to the shopper.
2. The method of claim 1, wherein the selecting is further based on
a current availability of the participant.
3. The method of claim 1, wherein collecting comprises: collecting
responses to the request until (i) ten minutes from a time at which
the image was output passes, or (ii) a minimum number of responses
are received.
4. The method of claim 1, further comprising: providing the shopper
with information that allows the shopper to communicate with at
least one participant.
5. The method of claim 1, further comprising: providing
compensation to at least one participant in exchange for at least
one response to a request for an opinion that the participant
provided.
Description
CROSS-REFERENCE TO RELATED APPLICATION
[0001] The present application is a division of application Ser.
No.10/864,834 filed Jun. 9, 2004 in the name of Walker et al. and
entitled, METHODS AND SYSTEMS FOR FACILITATING THE PROVISION OF
OPINIONS TO A SHOPPER FROM A PANEL OF PEERS;
[0002] which is a continuation-in-part of application Ser. No.
09/602,948, filed Jun. 26, 2000 in the name of Walker et al. and
entitled SHOPPER INFORMATION SYSTEM WITH PEER INPUT, now abandoned;
and
[0003] which claims the benefit of U.S. Provisional Application
Ser. No. 60/210,946, which was filed Jun. 12, 2000 in the name of
Walker et al. and entitled SHOPPER INFORMATION SYSTEM WITH PEER
INPUT.
[0004] The content of each of these applications is incorporated
herein by reference.
BACKGROUND
[0005] While some people hate shopping, or at least profess to hate
it, others enjoy shopping and consider shopping to be one of their
favorite leisure activities. For some, one of the most enjoyable
parts of shopping is trying on garments and observing how the
shopper appears in the garment that is tried on. Shoppers also may
derive entertainment from observing fellow shoppers as the fellow
shoppers are trying on garments. It can also be an enjoyable part
of the shopping experience to exchange comments and advice with
other shoppers regarding garments that are being tried on.
[0006] In short, shopping can be a social experience. Indeed,
family members and/or friends often go shopping together. One of
the advantages (or in some cases, disadvantages) of shopping with
friends or family is the opportunity to receive comments from
friends and family on garments that one is trying on and/or
considering purchasing. For some shoppers, comments and approval
from friends, family members or fellow shoppers are an essential
part of the purchasing decision process in that only with such
comments and approval is the shopper able to overcome the anxiety
which may be involved in deciding whether to purchase an item.
[0007] The on-line shopping experience is very different from the
in-store shopping experience. Although on-line shopping can be
attractive for many reasons, including especially convenience, it
lacks the richness of sensory input that is available in a retail
store. It particularly lacks the opportunity to try on garments and
to receive input from other shoppers, including those whom one has
accompanied to the store. It also lacks the psychological
encouragement that many shoppers need in order to reach a decision
to buy a garment.
[0008] Attempts have been made to try to duplicate some of the
social and sensory elements of in-store shopping, in an on-line
environment, subject to the inherent limitations of such an
environment.
[0009] For example, the well-known catalog merchant Lands' End has
provided a "Shop with a friend" feature on its retail website
(www.landsend.com). This feature is described in an article written
by Melinda Rice which appeared in the Mar. 2, 2000 edition of the
Dallas Morning News and was entitled "Sites Encourage Shoppers to
Bring a Friend Along". As described in this article, the "Shop with
a friend" feature is limited to linking two users together. Before
the joint shopping experience, the two shoppers each select a
password and agree upon a time to meet at the Lands' End website.
At the appointed time, each user clicks on an icon for the feature.
Based on the password, the browsers of the two users are linked and
the users are allowed to "shop" together, by sharing the same web
pages while talking on the phone or chatting on-line.
[0010] The Lands' End web site offers another feature, referred to
therein as "Your Personal Model". This feature allows a user to
define a "3-D model" for the shopper's body based on inputs
provided by the user, such as body measurements. When a garment is
selected for a "virtual try-on", an image of the garment is
combined with an image based on the virtual model to provide a
combined image that represents to some extent how the user might
appear while wearing the garment. Because of the limited number of
options available for inputting information, the virtual models
bear, in general, only a small degree of resemblance to an actual
image of the user.
[0011] The present inventors have recognized the desirability of
increasing the opportunities to interact with others and to receive
fashion advice on-line. The present inventors have further
recognized that there are opportunities to enhance the in-store
shopping experience by providing Internet-based features.
BRIEF DESCRIPTION OF THE DRAWINGS
[0012] FIG. 1 is a flow chart that provides an overview of a method
provided in accordance with one embodiment of the invention;
[0013] FIG. 2 is a block diagram of a system provided in accordance
with one embodiment of the invention;
[0014] FIG. 3 is a block diagram representation of a merchant
server that is part of the system of FIG. 2;
[0015] FIG. 4 is a tabular representation of a customer database
that is shown in FIG. 3;
[0016] FIG. 5 is a tabular representation of a participant database
that is shown in FIG. 3;
[0017] FIG. 6 is a tabular representation of a profile database
that is shown in FIG. 3;
[0018] FIG. 7 shows a screen display provided in accordance with
the invention for entering profile information to be stored in the
profile database of FIG. 6;
[0019] FIG. 8 is a tabular representation of a request database
that is shown in FIG. 3;
[0020] FIG. 9 is a tabular representation of a response database
that is shown in FIG. 3;
[0021] FIG. 10 is a tabular representation of a feedback database
that is shown in FIG. 3;
[0022] FIG. 11 is a flow chart that illustrates a method carried
out using the system of FIG. 2 in accordance with one embodiment of
the invention;
[0023] FIG. 12 shows a screen display provided in accordance with
one embodiment of the invention for entering data for defining a
request for feedback from a panel of participants;
[0024] FIG. 13 shows a pop-up display provided in accordance with
one embodiment of the invention, to solicit participation in a
panel by a prospective participant;
[0025] FIG. 14 shows a screen display provided in accordance with
one embodiment of the invention to a participant who has indicated
a willingness to participate in a panel;
[0026] FIG. 15 shows a screen display provided according to one
embodiment of the invention to a shopper to provide feedback based
on responses from a panel of participants;
[0027] FIG. 16 shows another screen display for providing feedback
to a shopper based on responses from a panel of participants, in
accordance with one embodiment of the invention;
[0028] FIG. 17 is a schematic representation of a kiosk arrangement
provided in accordance with an embodiment of the invention;
[0029] FIG. 18 is a block diagram representation of a system
provided in accordance with one embodiment of the invention and
including the kiosk arrangement of FIG. 17;
[0030] FIG. 19 is a flow chart that illustrates a method carried
out using the system of FIGS. 17 and 18 according to an embodiment
of the invention;
[0031] FIG. 20 is a plan diagram of a cellular telephone of a
participant, displaying a request for an opinion regarding a
garment, in accordance with one embodiment of the invention;
and
[0032] FIG. 21 is a plan diagram of a cellular telephone of a
shopper, displaying results of a request for an opinion regarding a
garment, in accordance with one embodiment of the invention.
DETAILED DESCRIPTION
[0033] According to one or more embodiments, a method comprises
receiving, from a shopper, a request for opinions regarding a
garment and determining an image of the garment. The image of the
garment may be, for example, also received from the shopper or
retrieved from memory based on an identifier of the garment
received from the shopper. The method further comprises selecting,
for the shopper, a plurality of peers to provide the opinion, the
peers being selected based on a characteristic associated with the
shopper. The characteristic may comprise, for example, a
characteristic possessed by the shopper and/or a characteristic the
shopper desires at least one peer to possess. For example, if the
shopper is a teenage girl, the shopper may desire opinions
regarding a garment from other teenage girls who live in the same
state, city or county as the shopper. The method further comprises
outputting to each of the plurality of peers the request for the
opinion and the image of the garment, receiving responses to the
request from at least a subset of the plurality of peers, and
outputting, to the shopper, an indication of the opinions of the
peers regarding the garment, the opinions of the peers being
determined based on the received responses. Outputting the
indication of the opinions may comprise, for example, outputting a
percentage of the peers who provided a positive response to the
garment (e.g., "buy it" or "thumbs up") and a percentage of the
peers who provided a negative response to the garment (e.g., "don't
buy it" or "thumbs down"). The percentages may be determined, for
example, based only on the peers who responded to the request.
[0034] According to one or more embodiments, a method comprises
receiving an image from a shopper, the image depicting a garment
and selecting for the shopper, substantially at a time the image is
received, a plurality of participants to whom the image is to be
output. Each of the participants of the plurality of participants
may be selected based on a characteristic specified by a shopper
associated with the garment. The characteristic may comprise, for
example, a characteristic possessed by the shopper and/or a
characteristic the shopper desires at least one participant to
possess. The method further comprises causing, substantially at a
time the plurality of participants is selected, the image to be
output to each participant of the plurality of participants by
causing a cellular telephone of the participant to display the
image. A request for an opinion regarding the garment may be output
in association with the image. The method further comprises
collecting responses to the request for a predetermined period of
time from a time at which the image was output, wherein the
predetermined period of time is not greater than ten minutes, and
outputting an indication of the collected responses to the shopper.
Collecting the responses may comprise, for example, collecting the
responses until one of the following conditions occurs: (i) an end
of a predetermined period of time occurs, or (ii) a minimum number
of responses are received.
[0035] According to one or more embodiments, a method for operating
a shopper information system includes generating an image of a
shopper, distributing the image to a plurality of participants, and
receiving responses to the image from the plurality of
participants. One or more embodiments may further include
processing the received responses, which may take the form of
performing a statistical analysis of the received responses in real
time. The processed responses or results of the processing may then
be transmitted to the shopper.
[0036] One or more embodiments may include selecting a garment to
be included in the image. Alternatively, in an in-store embodiment,
the shopper may don the garment and then an image of the shopper
wearing the garment may be captured. In an on-line embodiment, the
image of the selected garment may be combined with an image of the
shopper. The image of the shopper may have been captured
photographically or may be a virtual model or the like generated
based on input provided by the shopper or by another user.
[0037] One or more embodiments of the present invention may include
receiving input from the shopper to define characteristics of the
participants, and assembling the participants based on the received
input. The assembling step may include selecting a panel of
participants from a pool of participants. The responses from the
participants may be provided to the shopper substantially
immediately upon receiving the responses, i.e. in real time. The
processing of the responses may include accumulating the
responses.
[0038] One or more embodiments of the present invention may include
generating a question to be distributed to the participants
together with the image of the shopper. The responses may include a
selection of one of two alternatives posed by the question
distributed to the participants. In addition or alternatively, the
responses may include a selection of one of a range of alternatives
posed by the question, and/or open-ended text responses to the
question.
[0039] In one or more embodiments of the present invention, a
method for operating a shopper information network includes logging
on to a shopping website, retrieving a shopper image that
represents a shopper, selecting a garment, combining an image of
the selected garment with the shopper image to form a combined
image, requesting a panel of participants, defining desired
characteristics of the panel of participants, defining a query,
determining availability of participants who match the defined
desired characteristics, transmitting the query and the combined
image to participants determined to be available, receiving
responses to the query from participants to whom the query and the
combined image were transmitted, processing the received responses
and transmitting the processed responses to the shopper.
[0040] The processing step may include calculating respective
percentages for categories of the received responses, and the
method may further include presenting the calculated percentages to
the shopper. The calculated percentages may be presented as a pie
chart or a bar chart or in some other manner. The manner of
presentation of the percentages may be defined by the shopper.
[0041] One or more embodiments of the present invention may include
selecting a second garment and the combined image may include an
image of the second garment. Thus, the on-line shopper may
virtually "try on" an outfit or ensemble of two or more garments,
and may receive comments on the outfit from participants contacted
through on-line communication.
[0042] According to one or more embodiments of the present
invention, a method of operating a shopper information system
includes capturing an image of a shopper who is wearing a garment,
entering a query, defining a panel of participants, transmitting
the query and the image to the panel of participants, receiving
responses to the query from the participants, and presenting the
responses to the shopper.
[0043] One or more embodiments may include scanning a product
identifier code for the garment.
[0044] According to one or more embodiments of the present
invention, a shopper information system includes a processor and a
memory which is connected to the processor and stores a program,
the processor being operative with the program to store an image of
a shopper, distribute the image to a plurality of participants, and
receive responses to the image from a plurality of
participants.
[0045] According to one or more embodiments of the present
invention, a shopper information kiosk includes a kiosk structure,
an image device, mounted on the kiosk structure, for converting an
image to digital image data, a memory for storing the digital image
data, a processor connected to the memory, a communication device
for connecting the processor to a data network, an input device for
providing shopper input to the processor, and a display for
displaying information to a shopper, the processor being programmed
to control the image device to capture an image of the shopper,
distribute the captured image to a plurality of participants via
the communication device, and present to the shopper via the
display responses to the distributed image received from the
participants.
[0046] The image device may include a digital camera, and the
shopper information kiosk may further include a scanner connected
to the processor for entering garment information.
[0047] According to one or more embodiments of the present
invention, a method for operating a shopper information system
includes storing respective profiles for each participant of a pool
of participants, generating an image of a shopper, receiving a
request for a panel of participants, the request specifying at
least one participant characteristic, selecting a panel of
participants from the pool of participants based on the stored
profiles and the specified at least one participant characteristic,
and distributing the image of the shopper to the selected panel of
participants.
[0048] The method according to one or more embodiments of the
present invention may further include receiving responses to the
image from the panel of participants and providing feedback to the
shopper on the basis of the received responses. The step of
generating the image of the shopper may occur either before or
after receiving the request for the panel of participants.
[0049] In accordance with one or more embodiments of the present
invention, shoppers are allowed to solicit opinions from numerous
peers or others with regard to a garment that the shopper is trying
on during an in-store visit or virtually trying on during on-line
shopping. With the benefit of opinions from others gathered via a
communication network such as the Internet, the shopper can
purchase with confidence, having received reactions from a
considerable number of people as to whether garment is right for
the shopper. This can help the shopper to overcome the anxiety
which often accompanies a purchasing decision. Since a more
confident shopper tends to purchase items more quickly and more
often, the system and method of the present invention is also
advantageous to retailers by tending to increase sales of the
retailers' products.
[0050] The following definitions shall apply in this specification
and in the appended claims: TABLE-US-00001 garment: includes any
article of wearing apparel, including shoes, handbags, belts, hats
and other accessories and jewelry. merchant: includes retailers,
manufacturers, on-line sellers or other sellers of fashion
products. panel: a group of participants who respond to a
particular request for an opinion from a shopper. participant: an
individual who responds to a shopper's request for an opinion or
who indicates a willingness to respond to shoppers' requests for
opinions. The term "participant" shall be synonymous with the term
"peer" herein. pool: a group of participants who have registered as
potential respondents to requests from shoppers. query: includes a
shopper's request for a fashion opinion; may include a specific
question selected or entered by a shopper. response: any
information provided by a participant in response to a query from a
shopper. shopper: an individual who is considering the purchase of
a garment or other item. The term "shopper" shall be synonymous
with the term "customer" herein.
[0051] FIG. 1 illustrates a method that provides an overview of
some embodiments of the present invention.
[0052] The method of FIG. 1 begins with a step 102 in which an
image is generated of a shopper who is wearing a garment. The image
may be generated by a camera such as a digital camera, or maybe a
composite image of a virtual model or other previously-stored
representation of a shopper, merged with an image of a garment
shown as being worn by the virtual model or representation of the
shopper.
[0053] Next, at step 104, a panel of participants is assembled. As
will be seen, the participants are selected to match
characteristics that are specified by the shopper. Thus, the
shopper may wish to receive a fashion opinion from the shopper's
peers, in which case the panel of participants is selected to match
characteristics of the shopper such as age, gender, income level,
preferred style and social attitudes, geographical area of
residence, and so forth. Alternatively, the panel of participants
may be selected based on a group defined by the shopper to be
different from the shopper. For example, a female shopper may wish
to know whether a garment that the shopper is trying on will appeal
to men.
[0054] The selection of the participants for the panel may be based
upon profile information that the participants have previously
provided to indicate demographic and other information for the
participants.
[0055] The assembling of the panel may be via instant messaging or
like technology, executed in real time.
[0056] As participants who are qualified and willing to participate
are identified, the image of the shopper wearing the garment is
distributed by Internet communications to the selected participants
(step 106), and the participants are asked to provide their
opinions. The resulting responses are then received (step 108) and
processed or otherwise manipulated into a form suitable for being
provided to the shopper. The resulting processed responses, or
information obtained from the responses, is then presented to the
shopper as feedback (step 110).
[0057] To summarize, a shopper, while trying on a garment or
considering purchase of a garment on-line, is able to solicit
opinions from a potentially large number of third parties on the
basis of an image of the shopper wearing the garment or a
representation of the shopper wearing the garment. Responses from
the participants are solicited and received in real time so that
the shopper can make an informed judgement as to the suitability of
the garment for the shopper.
[0058] FIG. 2 is a block diagram that illustrates a system for
providing an on-line environment in which the present invention may
be applied. In FIG. 2, reference numeral 200 generally indicates
the system of this aspect of the invention. The system 200 includes
a merchant server 202 connected via Internet 204 to a shopper
terminal 206 and participant terminals 208.
[0059] All of the hardware making up the system 200 may be
conventional, programmed to carry out methods of the present
invention. Thus the merchant server 202 may be constituted by one
or more conventional server computers (e.g., of the type employed
for retail website hosting applications). The shopper terminal 206
and the participant terminals 208 may be conventional personal
computers or other devices used to interact with web servers via
the Internet. A shopper terminal 206 and/or a participant terminal
208 may each comprise, for example, one or more of (i) a personal
computer, (ii) a laptop computer, (iii) a handheld computer such as
a cellular telephone, a land-line telephone, a pager, a personal
digital assistant and/or a digital camera, (iv) a kiosk, (v) an
automated teller machine, (vi) a gaming device, (vii) a game
console, and/or (viii) a vending machine.
[0060] According to some embodiments of the present invention, a
shopper who uses a shopper terminal 206 receives opinions from a
number (e.g., three, five, ten, or dozens or even hundreds) of
participants utilizing participant terminals 208, of which only two
are explicitly shown in FIG. 2.
[0061] It should be understood that a single merchant server 202
may be operative to permit solicitation of fashion opinions from
plural shopper terminals at a given time, although only one shopper
terminal 206 is shown in FIG. 2. It should also be understood that,
although only one shopper terminal 206 is shown in the drawing, the
merchant server 202 may be operative to serve a plurality of
shopper terminals 206.
[0062] It should be further be understood that the merchant server
202 may comprise one or more servers working together. In
embodiments in which more than one server comprises merchant server
202, the more than one servers may be located in different
locations and may communicate via a communication network. The
merchant server 202 may refer to any device that may communicate
with one or more shopper terminals 206, one or more participant
terminals 208, one or more third-party servers, one or more remote
controllers, and/or other network nodes, and may be capable of
relaying communications to and from each.
[0063] It should further be understood that, in one or more
embodiments, an entity distinct from a merchant from which the
shopper is considering a purchase may facilitate aspects of the
present invention. For example, Applicants envision a system
operated by an entity distinct from a merchant (e.g., a cellular
telephone service provider, a Internet Service Provider, or another
entity). This entity may receive requests for opinions from
shoppers, select participants for the shopper, transmit a request
for an opinion to the participants on behalf of the shopper,
collect and/or analyze the responses and provide an indication of
the responses to the shopper. Thus, in some embodiments, the
merchant server 202 may comprise a server operated by such an
entity rather than by a merchant. In other embodiments, the system
200 may include a third party server that is operable to
communicate with a plurality of merchant servers, each merchant
server being operated by a merchant, and with a plurality of
participant terminals 208. In yet other embodiments, the system 200
may comprise a third party server that is operable to communicate
directly with a plurality of shopper terminals 206 and a plurality
of participant terminals 208.
[0064] For example, Applicants envision one implementation of
embodiments of the present invention wherein a shopper uses a
shopper terminal 206 comprising a cellular telephone equipped with
a camera. The shopper may use the camera to capture an image of a
garment the shopper is considering purchasing. The shopper may
transmit the image of the garment to the third party server. The
third party server may select a plurality of participants and
transmit the image to the cellular telephones of the plurality of
participants (e.g., using cellular telephone numbers stored in
association with each selected participant in a database of
participants registered with the third party server). The
participants may submit opinions to the third party server (e.g.,
"worth buying", "not worth buying"). The third party server may
then transmit an indication of the opinions to the shopper's
cellular telephone (e.g., "76% say `Buy It` and 24% say "Don't Buy
It"). In such an embodiment, the merchant at which the shopper is
considering purchasing the garment may not be involved in the
process of soliciting opinions regarding the garment for the
shopper. In one or more embodiments, the system of the present
invention utilizes a 3G network to transmit information to and from
cellular telephones.
[0065] FIG. 3 is a simplified block diagram representation of the
merchant server 202. The merchant server 202 includes a CPU or
processor 302, one or more communication ports 304 and a mass
storage device 306. As noted before, all hardware components of the
merchant server 202 may be conventional. To simplify the drawing,
additional conventional components of the merchant server 202, such
as embedded and working memory, a clock module, data buses and so
forth, are omitted from the drawing.
[0066] The processor 302 generally controls the functions of the
merchant server 202 and is in communication with the communication
port 304 and the mass storage device 306. The communication port
304 may be conventional circuitry that allows the processor 302 to
engage in data communication with other devices via the Internet or
other communication channels. The mass storage device 306 may
include one or more hard drives. Stored on the mass storage device
306 is a program 308 that controls the processor 302 in accordance
with the invention. The program 308 may also include conventional
program elements such as operating system software, device drivers,
and communication software. The program 308 may also include
program elements required for operation of the merchant server 202
as a retail shopping website. Such program elements are well known
to those who are skilled in the art and need not be described
further. The aspects of the program 308 related to practicing
embodiments of the present invention will be described in more
detail below.
[0067] Also stored by the mass storage device 306 are a customer
database 310, a participant database 312, a profile database 314, a
request database 316, a response database 318, a feedback database
320, a shopper image database 322, a product database 324, a
garment image database 326, a combined image database 328 and a
transaction database 330. It should be noted that in one or more
embodiments different information, additional information, or a
subset of the information illustrated in these databases may be
used. Further, the information may be stored in a configuration
different from that illustrated in databases 310 through 330.
[0068] Except to the extent that these databases are conventional
data structures maintained in retail shopping websites, more
detailed descriptions of these databases now follow.
[0069] FIG. 4 is a simplified tabular representation of the
customer database 310 shown in FIG. 3. The table of FIG. 4 includes
a column 402 for customer identifiers, a column 404 for customer
names, a column 406 for customer addresses, a column 408 for
customer e-mail addresses, a column 410 for customer credit card
account numbers, and a column 412 for pointers to respective
customer images in the shopper image database 322.
[0070] The entries in column 402 are identifying codes that
uniquely identify each customer. The entries in columns 404-410 are
self explanatory, and are items of information that are
conventionally stored in customer databases of retail shopping
websites. The image identifiers in column 412 are pointers to the
respective images captured or generated based on customer input for
each customer who wishes to avail himself or herself of the
features of the present invention and for whom a corresponding
image has been stored in the shopper image database 322. It will be
noted that not all shoppers have elected to apply for the fashion
opinion feature of the present invention and consequently some
customers do not have an entry under column 412.
[0071] Although only three entries are shown in the table of FIG.
4, it is to be understood that, in a typical implementation of the
invention, the customer database will contain a large number of
entries, corresponding to a large number of customers. It should
also be understood that the customer database may store additional
items of information of the types customarily stored for retail
on-line shopping applications, including information such as
preferred shipping carrier and preferred mode of shipment. The
customer database may also include a historical record of purchases
that have been made by the customers. In embodiments where
information is transmitted to and/or from a customer via a cellular
telephone or other mobile device, the telephone number and/or other
information required to contact the cellular telephone or other
mobile device may be stored in the customer database for one or
more customer records.
[0072] FIG. 5 is a simplified tabular representation of the
participant database 312 shown in FIG. 3. The table of FIG. 12
includes a column 502 for customer identifiers, a column 504 for
participant identifiers, a column 506 for participant names, a
column 508 for participant e-mail addresses and a column 510 which
contains rating information for participants. In embodiments in
which participants are contacted via cellular telephones (e.g.,
images and/or requests for opinions are transmitted to the
participants via cellular telephones on a 3G network), the
participant database 312 may store cellular telephone numbers for
the participants.
[0073] It is noted that participants need not be customers of the
merchant who maintains the merchant server (in embodiments wherein
the server is operated by a merchant). Consequently, there may be
no customer identifier available for the participant. For
participants who are customers, the corresponding customer
identifier is entered in column 502 and no participant identifier
is provided. For participants who are not customers, a participant
identifier is issued to uniquely identify the participant and is
entered in column 504. In one or more embodiments, participants are
not employees (e.g., customer service representatives) of the
merchant operating merchant server 202.
[0074] The entries under columns 506 and 508 are self-explanatory.
It is noted that, although only women's names are shown in the
tables of FIGS. 4 and 5, it is contemplated that men as well as
women may be customers and participants. Furthermore, it is
contemplated that the present invention may be implemented in
websites that have only men as customers and/or as
participants.
[0075] Although only four entries are shown in FIG. 5, it is
contemplated that the number of entries, corresponding to a pool of
potentially available participants, may be very large and may be
larger than the number of customers in the customer database.
[0076] The rating information in column 510 is indicative of
ratings that have been accorded to the participants to reflect the
extent to which participants have participated frequently,
conscientiously and/or effectively in panels responding to
shoppers' queries for fashion opinions. Rating of participants will
be discussed further herein below.
[0077] In embodiments where information is transmitted to and/or
from a participant via a cellular telephone or other mobile device,
the telephone number and/or other information required to contact
the cellular telephone or other mobile device may be stored in the
participant database for one or more participant records.
[0078] FIG. 6 is a simplified tabular representation of the profile
database 314 shown in FIG. 3. The table of FIG. 6 includes a column
602 for customer identifiers, a column 604 for participant
identifiers, a column 606 for the age of the profiled individual, a
column 608 for the gender of the profiled individual, a column 610
for the income level for the profiled individual and a column 612
for the self-described social attitude of the profiled
individual.
[0079] As in the table of FIG. 5, a customer identifier is provided
for profiled individuals who are customers; for profiled
individuals who are not customers, participant identifiers are
provided. The age, gender and income level columns 606-610 are self
explanatory, and are representative of the various kinds of
demographic information that may be stored in the profile database.
Other examples of demographic information that may be provided are
type of neighborhood of residence (e.g., urban, suburban,
ex-urban), and geographic region (e.g., northeast, south, midwest,
west coast). In cases where the profiled individual's address is
available, both the type of neighborhood and the geographic region
may be derived automatically from the individual's zip code. Other
kinds of demographic information that may be included, though not
indicated in the drawing, are race, ethnic background, religion,
marital status, and occupation.
[0080] Column 612 contains data indicative of the profiled
individual's own characterization of her social attitudes. It will
be seen that the designations shown in FIG. 6 include categories
such as "party animal", "buttoned down", "shy", "vamp", "and
"yuppie". Numerous other potential categories may be provided,
including, for example, "grunge", "debutante", and "biker
chick".
[0081] It is also contemplated that the profile database may
include more than one column for subjective categories by which the
profiled individual can characterize himself or herself. For
example, there may be separate columns for personas projected by
the profiled individual in work situations and in social
situations, respectively.
[0082] As described above, in one or more embodiments a plurality
of participants may be selected to provide an opinion to a shopper
regarding a garment based on a characteristic associated with the
shopper. The characteristic may comprise a characteristic possessed
by the shopper and/or a characteristic the shopper desires one or
more participants to possess. For example, the shopper may specify
that at least one participant should be of a certain gender, income
level, age and/or self-described social attitude. In another
example, a participant may be selected such that the participant
shares at least a predetermined number of (or a predetermined
particular one or more) characteristics with the shopper requesting
the opinions. For example, the merchant server 202 may be
programmed to only select participants for a shopper who are within
a predetermined range of the shopper's age, are of the same
self-described social attitude as the shopper and live within a
predetermined geographical range of the shopper.
[0083] FIG. 7 represents a screen display provided to customers
and/or participants to permit them to enter profile information.
The display of FIG. 7 includes fields 702 and 704 for entering
first and last names. Field 706 is for entering the individual's
e-mail address. At field 708 the individual's age is entered and
check boxes at 710 allow the individual to enter his or her
gender.
[0084] At 712 a pull down menu is provided to allow the individual
to select his or her occupation from a number of alternative
occupations included in the menu. A pull down menu provided at 714
allows the individual to select an appropriate income level.
Additional pull down menus at 716 and 718 allow the individual to
select subjective categories such as a social attitude category and
a dressing style. Via a button 720 the individual may indicate
completion of the profile information. A button 722 can be used to
cancel entry of the profile information. It will be recognized that
the screen display of FIG. 7 is only an example of many different
alternative screen displays that may be provided for entering
profile information. For example, the number and purposes of data
entry fields and pull down menus may be different from those shown
in FIG. 7. The types of demographic and/or subjective information
to be collected may be varied in a large number of ways.
[0085] FIG. 8 is a simplified tabular representation of the request
database 316 shown in FIG. 3. The table of FIG. 8 has a column 802
for combined image identifiers, a column 804 for customer
identifiers, a column 806 for request identifiers, a column 808 for
request category information, a column 810 for panel size
information and a column 812 for panel composition information.
[0086] The entries in column 802 are pointers to images stored in
the combined image database 328 shown in FIG. 3. As will be
understood from subsequent discussion, the images in the database
328 are formed by combining image information representative of the
shopper, such as a virtual model of the shopper, together with
image information which shows a garment selected for a virtual try
on by the shopper.
[0087] The customer identifiers in column 804 have previously been
discussed, and uniquely identify the shopper who is submitting the
corresponding request for a fashion opinion. The request
identifiers in column 806 uniquely identify each request submitted
by shoppers who use the feature of the present invention.
[0088] The information in column 808 characterizes each request by
the nature of the feedback requested by the shopper. Among the
different possible categories is simple binary feedback (e.g.,
yes/no or "buy it"/"don't buy it"). Other possibilities are
responses in a range of responses such as, on a scale of 1 to 5, is
this garment very unattractive, somewhat unattractive, average,
somewhat attractive, very attractive. Another possible kind of
request category solicits open-ended text responses. Another
possible type of response would allow three alternatives, namely
yes, no or maybe or "looks great"/"looks ok"/"looks terrible". In
addition, the various types of requested feedback can be combined.
For example, a request for yes/no/maybe feedback can be combined
with a request for open-ended text responses.
[0089] In one embodiment, a shopper may be unable to request
different types of feedback. For example, the system may be
programmed to always solicit only a single type of feedback (e.g.,
"Buy It"/"Don't Buy It" or "Thumbs Up"/"Thumbs Down").
[0090] Column 810 records data, which indicates the size of the
panel as requested by the shopper. In one or more embodiments, the
shopper may request a size of the panel by specifying a number of
participants to whom the image (e.g., image of a garment, image of
the shopper wearing the garment, or image of a virtual model of the
shopper combined with an image of a garment) is to be output. In
another embodiment, the shopper may request a size of the panel by
specifying a number of responses that are to be collected. In
another embodiment, the shopper may request a size of a panel by
specifying a relative size of a panel (e.g., small, large, huge)
without specifying a particular number of participants. In such an
embodiment, each relative size of the panel may be associated with
a respective range of participants (e.g., three to five
participants is a small panel, six to ten participants is a medium
panel, eleven to twenty participants is a large panel, and over
twenty participants is a huge panel) to whom the image is to be
output or from whom responses are to be collected. For example, a
shopper may specify that the indication of the opinions is to be
output to the shopper (and, e.g., the solicitation for opinions
ended) when ten responses have been received.
[0091] It should be noted that, in one or more embodiments, a
shopper may specify a period of time for which responses are to be
collected, in lieu of or in addition to specifying a size of a
panel. For example, a shopper may specify that responses are to be
collected for sixty seconds (e.g., from a time at which the request
for opinions is output to participants) and the indication of
opinions should thus include an indication of whatever opinions are
received within the sixty seconds.
[0092] It should further be noted that, in one or more embodiments,
a panel size and/or a period of time for which responses to a
request for an opinion are collected may be parameters set by the
system operator and not by the shopper. For example, in one
embodiment, each shopper requesting an opinion is provided with an
indication of whatever opinions are collected during a
predetermined period of time (e.g., sixty seconds). Thus, for
example, a request for opinions may be output to a predetermined
number of qualified participants (e.g., participants selected based
on a characteristic associated with the shopper) or to all
currently available qualified participants and responses collected
for the following predetermined period of time (e.g., sixty
seconds). At the end of the predetermined period of time, an
indication of the responses received during the predetermined
period of time may be output to the shopper.
[0093] Column 812 provides information that represents the
shopper's requested characteristics for the participants who will
make up the panel. It should be noted that for purposes of
illustration the participant characteristics are set forth in
simplified form in FIG. 8. In a practical embodiment of the
invention, there may be several different parameters that have been
defined by the shopper to request the type of participants in which
the shopper is interested.
[0094] In one or more embodiments, a shopper may pay for using the
system of the present invention. For example, the shopper may pay
per request submitted or on a subscription basis (e.g., a shopper
may pay an extra fee to the shopper's cellular service provider in
exchange for a feature wherein the shopper may request fashion
opinions). In such embodiments, different fees may provide the
shopper with access to more flexibility in submitting requests. For
example, an increased fee may allow a shopper to increase the size
of the panel, request different types of feedback, and/or select
more tailored characteristics of participants to be included on a
panel.
[0095] In one embodiment, a shopper may be allowed to include
information in addition to the image with the request to the panel
of participants. For example, an indication of the price of the
garment, the designer of the garment, the material(s) of which the
garment is made, an occasion to which the garment is to be worn may
be included with the image and/or an additional image (e.g., an
image of the garment in a different color, closer up, or at a
different angle). In one embodiment, the shopper may be charged an
extra fee for including information in addition to the image with
the request.
[0096] FIG. 9 is a tabular representation of the response database
318 shown in FIG. 3. The table of FIG. 9 includes a column 902 for
storing response identifiers, a column 904 for storing response
outcomes, a column 906 for storing text portions of responses, a
column 908 for storing request identifiers, and a column 910 for
storing participant identifiers. The response identifiers stored in
column 902 uniquely identify each of the responses received and
stored in the response database. The response outcomes of column
904 are indicative of specific alternatives selected in the
responses with regard to the queries that prompted the responses.
Thus, in the case of a binary (yes/no) query, a "yes" or "no"
portion of the response is stored in column 904. Similarly, where
the query calls for a multiple-choice response or a choice within a
range of responses, the corresponding selected alternative response
is stored in column 904.
[0097] Where the response includes open-ended text, the text is
stored in the corresponding field under column 906.
[0098] The request identifier stored in column 908 indicates the
particular request which prompted the respective response. The
participant identifier in column 910 identifies the participant who
provided the respective response.
[0099] In one or more embodiments, a participant may be allowed to
rate the opinion provided by the participant. For example, the
participant may be allowed to indicate a degree of confidence,
strength or certainty of the participant's opinion. For example, if
the participant is voting "Buy It", the participant may be allowed
to indicate a strength of the participant's opinion (e.g., on a
scale of 1 to 5, with 1 being the strongest). In another
embodiment, a participant may be allowed to indicate a reason for
the participant's response. For example, if the participant is
providing a text response, the text may indicate the reason why the
participant is of the opinion indicated in the response (e.g., why
the participant is of the opinion that the shopper should not
purchase the garment in the image). In another example, if the
participant is providing a binary "Buy It"/"Don't Buy It" response,
the participant may still be allowed to indicate the reason for the
response (e.g., in text format or by selecting one of a plurality
of predetermined choices, such as "price", "color", "dated look",
"fit", etc.).
[0100] In one or more embodiments, a shopper and participant may be
allowed to communicate with one another. For example, a shopper may
find a particular response (e.g., a text response) particularly
intriguing and may request to communicate with the participant who
provided the response. In another example, a participant may find
that the participant has a variety of information to provide to the
shopper (e.g., advice about what styles would be particularly
flattering to the shopper) that would best be conveyed by
communicating with the shopper rather than in the response to the
request for an opinion. In an embodiment where a shopper and
participant are allowed to communicate, one or both of the shopper
and participant may be provided contact information via which the
other may be contacted (e.g., telephone number or e-mail address).
In such an embodiment, the shopper and participant may communicate
directly with one another. In another embodiment, the shopper and
participant may be allowed to communicate with one another via the
merchant server 202. For example, the merchant server 202 may relay
messages between the shopper and participant or the shopper and
participant may communicate via a chat room maintained by the
merchant server 202.
[0101] FIG. 10 is a tabular representation of the feedback database
320 shown in FIG. 3. Each entry in the table of FIG. 10 contains
summary and/or other accumulated information that was obtained by
receiving, accumulating and processing all responses for a
particular request. The table of FIG. 10 includes a column 1002 for
request identifiers; a column 1004 for data obtained by
accumulating and analyzing response outcomes for the respective
request, column 1006 for the participant identifiers for all of the
participants who responded to the request, column 1008 for
collecting all of the open ended text responses for the respective
request, column 1010 for offer identifiers that identify offers
that are applicable to response feedback provided for a respective
request, and column 1012 which contains descriptions of applicable
offers. Offers provided in connection with feedback for shoppers'
requests will be discussed further below.
[0102] Although entries corresponding to feedback for only two
requests are shown in the table of FIG. 10, it is to be understood
that in a practical embodiment of the invention the number of
entries may be much larger, corresponding to feedback stored for a
large number of requests.
[0103] In one or more embodiments in which a shopper is provided
with an indication of the responses received in response to the
shopper's query for opinions regarding a garment in simplified form
(e.g., percentage of positive opinions versus percentage of
negative opinions), the shopper may be allowed to access more
detailed information regarding the responses. For example, the
shopper may be allowed to access any additional information
provided by a participant with a response (e.g., the text of the
response and/or the reasons for the opinion). For example, the
shopper may be allowed to select a "more details" option on a
screen of the shopper terminal 206.
[0104] The information in the feedback database 320 and/or the
response database may be utilized to provide more detailed
information about responses to the shopper. For example, the
feedback database 320 may include the response identifier of each
response used to determine the data in column 1004. The records of
the responses corresponding to the response identifiers may be
retrieved from the response database 318 and any additional data
stored for each response in the retrieved records may be output to
the shopper. Additionally, should the shopper indicate a desire to
communicate with a participant who provided a particular response,
the participant identifier corresponding to the response may be
retrieved from the response record of the response database 318.
The contact information for the participant may then be retrieved
from the participant database 312 and utilized to allow the shopper
to communicate with the participant. For example, the contact
information may be provided to the shopper, with the participant's
permission. Alternatively, a message from the shopper may be
relayed to the participant using the contact information.
[0105] The shopper image database 322, the product database 324,
the garment image database 326, the combined image database 328 and
the transaction database 330 need not be described in detail but
will now be briefly discussed.
[0106] The shopper image database 322 stores image data that is to
be used to represent the shoppers' appearance during virtual
"try-ons" of garments. As noted before, the data in this database
may be derived from one or more photographs of the shoppers and/or
may represent virtual models of the shoppers.
[0107] The product database 324 may have the same format as
conventional data structures maintained for existing
retail-shopping websites to store data regarding products available
for on-line sale.
[0108] The garment image database 326 stores image data that
represents the appearance of garments that may be virtually "tried
on" and/or that are available for purchase by a shopper. The
garment data is available to be combined with the shopper image
data to provide a representation of the shopper "trying on" a
selected garment. Additionally, the garment data is available for
transmission to a participant for an opinion
[0109] In one embodiment, a garment image database 326 is used to
retrieve an image of a garment a shopper is considering purchasing.
For example, a shopper may input a garment identifier into shopper
terminal 206 and transmit the garment identifier to the merchant
server 202 along with a request for opinions regarding the garment.
The shopper may input the garment identifier, for example, by
scanning a bar code associated with the garment using a bar code
peripheral device of the shopper terminal 206. Alternatively, the
shopper may input the garment identifier by typing it using a
keypad of the shopper identifier. Other input devices (e.g., touch
screens, microphones, etc.) would be apparent to one of ordinary
skill in the art after reading the present disclosure. The merchant
server 202 may maintain a database of garment images (or have
access to one or more of such databases), such as garment image
database 326. Each garment image in such a database may correspond
to a garment identifier. Thus, once the garment identifier is
received from the shopper, the image corresponding to the garment
identifier may be retrieved from the database and transmitted to
each selected participant. In one or more embodiments, the garment
image database 326 may store additional information about a garment
(e.g., designer, color, material, or other description). In one
embodiment, such additional information about the garment may be
included in the request for an opinion that is transmitted to a
participant.
[0110] The combined image database 328 stores data corresponding to
images formed by combining shopper image data with garment image
data.
[0111] The transaction database 330 may resemble conventional data
structures employed in connection with retail shopping websites to
keep track of purchases transacted through the website. The
transaction database 330 may store, for example, information about
garments purchased (e.g., time of purchase, purchase total, items
purchased, payment identifier). In another example, the transaction
database 330 may store information about a request for opinions
submitted by a shopper (e.g., time of request, price paid for
request, etc.).
[0112] Operation of an on-line embodiment of the invention will now
be described with reference to FIG. 11.
[0113] At step 1102 in FIG. 11, a shopper logs on to a retail
shopping website. This may occur in an entirely conventional
manner. Next, at step 1104, the shopper invokes a "request opinion"
function provided in accordance with the invention at the retail
shopping website. The selection of this function may be
accomplished by such conventional techniques as clicking on a
suitable link, actuating a virtual button, or selecting an item
from a menu.
[0114] Then, at step 1106, an image that represents the shopper is
retrieved. The image may be a virtual model that has previously
been created for the shopper based on input provided by the
shopper. Creation of such a virtual model may be in accordance with
known techniques, such as those employed for the "Your Personal
Model" feature of the Lands' End shopping website
(www.landsend.com). Alternatively, or in addition, the image of the
shopper may be based upon one or more photographs of the shopper.
Such photographs may have been scanned in to the shopper's computer
and then transmitted to the website or may be captured by a camera
interfaced to the shopper's computer. As still another alternative,
the shopper may have visited a retail store or service location
affiliated with the shopping website to have one or more
photographs taken for transmittal to the website. In addition, or
alternatively, at such a retail store or service location, scanning
technology such as laser scanning of the type used for Levi's
custom jeans may be employed to generate a model of the shopper
that very closely approximates the actual shape of the shopper's
body. As still another alternative, the shopper may select (or may
previously have selected) a "dummy" image of a kind that resembles
the shopper's body type. The selected dummy then serves as an image
of the shopper. Shoppers who wish to preserve their anonymity may
be permitted to edit their images so as to obscure their faces.
[0115] At step 1108 the stopper selects one or more garments that
the shopper desires to virtually "try on". It will be noted that
step 1108 may be performed prior to steps 1104 and 1106. Selection
of the garment may be performed in accordance with known
techniques.
[0116] At step 1110 an image of the selected garment or garments is
retrieved from the garment image database 326 and is combined with
the shopper image retrieved at step 1106 to provide a
representation of the shopper wearing the selected garment. The
resulting combined image is then available for distribution to
participants to obtain their opinions as to the attractiveness of
the garment or garments and/or their suitability for purchase by
the shopper.
[0117] At step 1112 the shopper indicates characteristics of
participants from whom the shopper wishes to receive an opinion in
regard to the selected garment or garments. The shopper's selection
of participant characteristics may be facilitated by a screen
display of the type shown in FIG. 12. In the display of FIG. 12 a
checkbox 1202 may be selected if the shopper wishes to receive
opinions from any available participant. If the shopper selects
checkbox 1204, a previously entered definition of a participant
panel is invoked.
[0118] A checkbox 1206 is available to permit the shopper to select
a panel of participants made up of his or her peers. It is to be
understood that a peer group participant panel would be made up of
participants who have the same demographic characteristics and
social attitudes and/or other profile characteristics as the
shopper. The definition of the shopper's peer group may be based on
a profile that the shopper has previously entered into the website,
as discussed in connection with FIG. 7. It should be noted that the
peer group panel definition invoked by checkbox 1206 may be the
same as the standard participant panel definition invoked by
checkbox 1204. That is, the shopper's "standard" participant panel
definition may be the same as his or her peer group.
[0119] A checkbox indicated at 1207 permits the shopper to select a
previously defined panel of specific individuals who are friends or
acquaintances of the shopper.
[0120] If the shopper does not elect the all-inclusive or
previously specified participant panel definitions that may be
invoked by one of the checkboxes 1202-1207, the shopper may elect
to define the participant panel in terms of specific
characteristics by actuating other elements of the screen display
of FIG. 12. For example, a pull down menu 1208 allows the shopper
to specify an age category for the panel of participants. If the
shopper wishes to select two or more of the age categories
available from the pull down menu 1208, this may be done by
actuating a button 1210 in cooperation with the pull down menu
1208.
[0121] Checkboxes provided at 1212 allow the shopper to select the
gender or genders of the participants to be included in the
panel.
[0122] A pull down menu provided at 1214 allows the shopper to
specify the occupation of participants to be included in the panel.
A button provided at 1216 allows the participant to select more
than one occupation from the menu 1214.
[0123] A pull down menu provided at 1218 allows the shopper to
designate an income level of participants to be included in the
panel, and a button 1220 to be used in conjunction with the menu
1218 allows more than one income level to be designated. Pull down
menus 1222 and 1224 may be used by the shopper to designate social
categories and dressing styles of participants to be included in
the panel. Buttons 1226 and 1228, respectively associated with the
menus 1222 and 1224, permit the shopper to select more than one
item from the respective menus.
[0124] The desired size of the panel can be defined by using the
pull down menu indicated at 1230. There are trade-offs involved in
selecting the size of the panel. In general, the larger the panel,
the more confident the shopper may feel that he or she has received
a sound opinion on the selected garment or garments. On the other
hand, larger panels may take longer to assemble and to receive
responses from, and, in some circumstances, a sufficient number of
participants may not be available to provide a panel of the size
requested by the shopper.
[0125] When the shopper is satisfied with the definition of the
participant panel as input via the screen display of FIG. 12, he or
she may actuate a "submit" button 1232. If the shopper wishes to
revise the participant panel definition or to exit from the process
of selecting a panel without going forward, then a "cancel" button
1234 may be actuated. If the shopper desires to store the panel
definition defined in the screen display of FIG. 12 as a standard
profile for his or her participant panels, then a button 1236 may
be actuated.
[0126] It should be recognized that the layout of the screen
display of FIG. 12 may be varied and that items for defining the
panel may be omitted from or added to those shown in FIG. 12. For
example, elements for prescribing the geographical location of
participants may be added, and there may be different or additional
categories of subjective or self-defined categories in addition to
those represented by the menus 1222 and 1224.
[0127] The display of FIG. 12 may also include a field (not shown)
in which the shopper may enter a specific query to be posed to the
participants. The query might be something like, "This blouse costs
$50.00; is it a good buy?" or "Do these shoulder pads look right?"
Or there may be a pull down menu that allows the shopper to select
from among a number of pre-stored queries. In the absence of such a
query being entered or selected by the shopper, the system may pose
a standard query to the participants, as will be seen in connection
with FIG. 14. It is contemplated that the opportunity for the
shopper to enter or select a query may be provided in a screen
display that is separate from the panel definition display of FIG.
12.
[0128] It should also be noted that the definition of the
participant panel represented by step 1112 in FIG. 11 may occur
before one or more of the steps 1106 through 1110.
[0129] Once the combined image representing the shopper and the
selected garment or garments has been generated and the participant
panel has been defined, the merchant server 202 proceeds to
assemble the panel and distribute the combined image to the panel
of participants (step 1114).
[0130] Participants selected to receive the image are determined by
comparing profiles of available members of a pool of participants
with the characteristics selected by the shopper at step 1112.
Participants may indicate their availability to be members of a
panel in a number of different ways. For example, a participant may
download a client application to the participant's terminal to
support a function like the "instant messaging" function available
through the AOL Internet service or to support the well-known "ICQ"
function. In another embodiment, participants may log onto a
suitable page of the merchant website to indicate their
availability.
[0131] Until the desired number of participants have received the
image and responded to the shopper's request for feedback, the
merchant website selects each available participant who matches the
shopper's selected criteria as a potential participant for the
panel. A message like that shown in FIG. 13 is sent to the selected
participants to determine whether the available participants are,
in fact, interested in participating in a panel. If the participant
selects the OK button 1302 shown in FIG. 13, then a display page
like that shown in FIG. 14 is sent from the merchant server to the
participant's terminal. It will be noted that the display of FIG.
14 includes an image 1402 which is the combined image generated at
step 1110. Also shown in FIG. 14 are checkboxes 1404, 1406 and 1408
that respectively allow the participant to register a positive,
neutral or negative opinion based on the image 1402. A field 1410
is also provided to permit the participant to enter additional
comments in the form of open-ended text.
[0132] Instead of the three checkboxes shown in FIG. 14, only two
alternatives, i.e. positive and negative, may be provided. Also,
more than three alternatives may be provided. For example, the
participant may be prompted to select one of a range of five
alternatives, e.g.: How does this look on a scale of 5? In this
case the possible alternatives may be 5--excellent, 4--good,
3--average, 2--poor, 1--terrible.
[0133] Referring once more to FIG. 11, responses entered by
participants via the display of FIG. 14, or a similar display, are
received by the merchant server (step 1116) and the received
responses are then processed (step 1118) by, for example,
performing a statistical analysis to determine what percentage of
the responses were favorable, unfavorable and neutral. Based on the
processing of the responses, feedback is then provided to the
shopper (step 1120) to indicate to the shopper the results of the
responses from the panel of participants.
[0134] FIG. 15 shows one example of how the feedback may be
presented to the shopper. In FIG. 15, a pie chart 1502 presents
results of the statistical analysis of the responses from the
participants. For the purposes of the display of FIG. 15 it has
been assumed that the responses from the participants were in
general very favorable, with three-quarters of the participants
indicating that the shopper looked "great" in the selected garment
or garments. Consequently, a button 1504 is provided in the display
of FIG. 15 to allow the shopper to immediately indicate selection
of the garment or garments for purchase. Actuation of the button
1504 may, for example, invoke a "one-click" purchase routine, like
that described in U.S. Pat. No. 5,960,411. Alternatively, actuation
of the button 1504 may add the selected garment or garments to a
virtual "shopping cart". Virtual shopping carts are widely used in
connection with retail shopping websites and need not be described
further.
[0135] Also provided in the display of FIG. 15 is a "see comments"
button 1506. Actuation of the button 1506 allows the shopper to
gain access to the open-ended text comments that were entered by
the participants as part of their responses. (Of course, no button
1506 is provided in cases where none of the participants provided
text responses.) The comments may simply be streamed in the order
in which they were received. As another alternative, a key word
analysis of the comments may have been made as part of the
processing of the responses carried out at step 1118 (FIG. 11). On
the basis of the key word analysis, the comments may be grouped
together and may be accessible via headings that correspond to
keywords detected in the responses. Examples of key words that may
be used to analyze text comments are "color", "pattern", or "cut".
Key word analysis techniques that may be employed in analyzing the
text comments are discussed in U.S. patent application Ser. No.
09/540,498, entitled "Method and Apparatus for Administering a
Survey via a Computer Network", which is commonly assigned with the
present application. The disclosure of the '498 application is
incorporated herein by reference.
[0136] FIG. 16 is an example of another screen display that may be
provided in accordance with the invention to give the shopper
feedback based on the responses from the panel of participants.
This screen display includes a "thumbs up" symbol 1602 to indicate
that the reaction of the panel of participants to the garment in
the combined image was a positive reaction. If the reaction were
negative, a "thumbs down" symbol might be provided. If the
responses were mixed (neither predominantly positive nor
predominantly negative), a "shoulder shrug" image might be
provided.
[0137] If the shopper is interested in receiving more information
about the responses from the panel of participants, he or she may
actuate a button 1603. In response to actuation of this button, a
display like that of FIG. 15 may be provided, including a pie chart
showing results of a statistical analysis of the responses. Other
manners of presenting the statistical analysis may also be used,
such as a bar chart, or a table showing percentages in numerical
form.
[0138] The shopper can also get more information about the
responses from the panel of participants by actuating a "see
comments" button 1606. This button performs the same functions as
the button 1506 which was discussed in connection with FIG. 15. In
addition, the display of FIG. 16 includes a "Buy it now" button
1604 that corresponds to, and may provide the same functions as,
the button 1504 discussed in connection with FIG. 15.
[0139] It is noted that the screen displays of FIGS. 15 and 16 have
a marketing function in that the merchant server allows the shopper
to initiate purchasing of the selected garment or garments by
actuating buttons 1504 or 1604, as the case may be. These screen
displays or similar displays may be used for other marketing
purposes as well. For example, if the feedback provided by the
screen display is indicative of an unfavorable reaction to the
combined image, then a button or link may be included in the screen
display to allow the shopper to access alternative garments that
the shopper may virtually "try on" or select for purchase. Such a
button may indicate, for example, "try a different color". A
suggestion or alternative offer included in the feedback screen may
be selected by the server based on an analysis of the responses
provided by the participants.
[0140] The feedback screen may serve as a vehicle for other
marketing overtures, as well. For example, if the reaction from the
panel of participants is a mixed reaction, a button or display may
be included in the screen of FIG. 15 to offer the shopper a
discount to buy the selected garment or garments. Where the
reaction is a favorable reaction, the screen display of FIG. 15 or
FIG. 16 may include a portion that suggests an accessory that goes
with the selected garment or garments. The suggestion to purchase
the accessory may include a discount offer or a package price offer
to give the shopper an incentive to purchase the accessory together
with the selected garment or garments. It is also contemplated to
offer a package price for the selected garment and an item other
than an accessory. For example, if the selected garment is a pair
of slacks, a package price may be offered for the selected garment
plus a matching or coordinating blouse. U.S. patent application
Ser. No. 09/360,422, entitled "Determination and Presentation of
Package Pricing Offers in Response to Customer Interest in a
Product", which is commonly assigned with the present application,
discloses techniques for presenting package pricing in an on-line
retail shopping environment. The disclosure of the '422 application
is incorporated herein by reference.
[0141] It is also contemplated to incorporate marketing functions
in the server's communications with participants. For example, a
"buy it now" button like buttons 1504 and 1604 (FIGS. 15 and 16
respectively) may be added to the display of FIG. 14 so that the
participant is allowed to initiate purchase of the garment shown in
image 1402. Alternatively, a pop up message such as "Do you want to
buy the garment?" may be actuated if the participant indicates a
positive response to the image such as by actuating checkbox 1404
in the screen display of FIG. 14.
[0142] The on-line fashion opinion feature described herein
provides benefits for the merchant, for the shopper, and for the
participants.
[0143] From the point of view of the merchant, this feature
provides excellent opportunities for the merchant to contribute to
the shopper's decision-making process. Perhaps most important, the
information generated from the responses from the participants may
help overcome any anxiety or reluctance the shopper may have in
regard to purchasing the selected garment or garments.
Consequently, this feature may make the difference between an order
received from the shopper and an order lost. Thus the on-line
fashion opinion feature may serve as a marketing tool to acquire
and retain customers. Moreover, the screen displays by which the
server communicates with the shopper provide what may be a highly
effective channel through which the merchant may offer to the
shopper promotions, discounts, up sells and other marketing
opportunities.
[0144] The fashion opinion feature of the present invention can
also operate as an effective and low-cost market research tool. In
essence, each request for participants' opinions may function as an
on-line focus group concerning the garment or garments that the
shopper is virtually trying on. The data representing the
participants' responses is potentially very valuable, and may be
analyzed by the merchant to detect fashion trends and to learn how
various groups of customers or potential customers are perceiving
the merchant's product offerings. This data, or information
obtained by analyzing it, may also be sold to designers or other
suppliers of fashion items.
[0145] Also, since demographic and other information about shoppers
may also be available, it may be possible to develop additional
market intelligence simply by analyzing the requests for opinions
by shopper, to spot trends in terms of what items are appealing to
which groups of customers.
[0146] The fashion opinion process disclosed herein also enhances
the merchant's market presence vis-a-vis the participants.
Preferably every time the participant is invited to respond to a
request for an opinion, the merchant's name is included in the
request. Thus the participant's awareness of the merchant is
reinforced. Furthermore, when participants do respond, they are
exposed to the item of merchandise that has been selected by the
shopper, which may cause the participant to develop an interest in
purchasing the item. In one embodiment, as noted above, the
interaction of the merchant server with the participant may include
presenting the participant with an opportunity to purchase the
garment that is included in the image to which the participant is
responding. Thus the participants' responses to the request for an
opinion becomes selling opportunities for the merchant.
[0147] From the point of view of the shopper, this on-line opinion
feature is also beneficial in a number of ways. For example, as
noted above, the information received as a result of the
participants' responses may help the shopper to make an informed
decision and may aid the shopper in overcoming the anxiety which
often accompanies a decision as to whether to purchase a garment.
If the shopper is concerned as to whether the garment will prove
acceptable to his or her peers, then he or she may request opinions
from participants who are similar to the shopper in demographic
and/or subjective characteristics. If the shopper wishes to
determine whether the garment or garments will appeal to a group of
people other than the shopper's peers (e.g., to determine whether
the garment will appeal to members of the opposite sex) the shopper
again can specify an appropriate group of participants from which
opinions are to be received.
[0148] The shopper may also benefit by receiving targeted offers,
such as those described above, that are relevant to the potential
purchase of the garment. For example, as noted before, if the
response from the participants to a particular garment is mixed,
the shopper may receive an incentive to purchase the garment,
notwithstanding the less than positive response from the
participants. Other offers that may be provided to the shopper, as
also noted above, may provide favorable deals if the selected
garment or garments are purchased together with other items.
[0149] Furthermore, the fashion opinion feature may also enhance
the overall on-line shopping experience. Many shoppers may find
that there is substantial entertainment value simply in selecting a
garment, and observing the resulting combined image when the
garment is "tried on" the virtual model or other representation of
the shopper. The entertainment value may be further increased by
having the combined image sent to participants (perhaps a large
number of participants) and then reading their comments or other
responses to the combined image. It will be understood that the
present invention allows each shopper to assume the role of
"fashion model".
[0150] Entertainment value is also one of the benefits of the
fashion opinion feature from the point of view of the participants.
Participants may find it very enjoyable to observe what shoppers
are considering buying and "trying on". In effect participants are
permitted by the invention to be attendees at a virtual fashion
show. They may also enjoy having the opportunity to express their
opinion about the potential purchases. At the same time,
participants have the opportunity to learn what kinds of fashions
are being made available by merchants. This can give participants
ideas about how the participants may wish to expand their own
wardrobes.
[0151] It is also contemplated, in some embodiments, that the
participants may earn favorable ratings by responding to queries,
or merely by being available to respond. For participants who earn
favorable ratings, merchants may provide a number of incentives,
such as a preferred customer status, an opportunity to preview
designer collections that are not yet available to the public, or
access to merchandise that is in limited supply. The merchant may
also provide discounts or other monetary benefits to highly rated
participants.
[0152] It can therefore be seen that the fashion opinion feature
described herein is advantageous to all involved.
[0153] In addition to the on-line embodiment described above, it is
also contemplated to provide an embodiment of the present invention
for use by shoppers who are physically trying on clothes at a
"bricks and mortar" retail store. FIGS. 17 and 18 illustrate a
hardware arrangement provided to implement the present invention in
an in-store environment.
[0154] FIG. 17 shows a dressing room 1700 that includes a wall 1702
on which a camera 1704 is mounted. Camera 1704 may be a
conventional color video camera, and includes an optical system
1705. Alternatively, a digital camera may be employed. A shopper
1706 is standing in the field of view of the camera 1704. The
shopper is wearing garments 1708. Conveniently mounted on the wall
1702 is a user interface 1710 by which the shopper 1706 may input
instructions for performing the present invention. The user
interface 1710 may include, for example, a touch screen 1712 and a
magnetic stripe card reader 1714.
[0155] Electronic components of the system are illustrated in block
diagram form in FIG. 18. In addition to the user interface 1710 and
the camera 1704 discussed in connection with FIG. 17, and the
Internet 204 and participant terminals 208 discussed in connection
with FIG. 2, the system also includes a merchant server 1802 and a
frame grabber 1804. The merchant server 1802 includes memory
components 1806 and communication ports 1808. The memory components
1806 provide program, working and database storage. The
communication ports 1808 provide an interface between the merchant
server 1802 and the Internet 204 and participant terminals 208.
[0156] The merchant server 1802 is connected to the user interface
1710 to receive input from the shopper and to provide output to the
shopper. The frame grabber 1804 is connected between the merchant
server 1802 and the camera 1704. Under control of the merchant
server 1802, the frame grabber 1804 captures and digitizes video
signal frames provided by the camera 1704. The digitized frames are
stored in the memory 1806 of the merchant server 1802.
[0157] FIG. 19 is a flow chart that illustrates operation of the
system of FIGS. 17 and 18. At step 1902, the shopper dons the
garment or garments in regard to which he or she desires to receive
opinions from a panel of participants. At step 1904 the shopper
enters his or her customer identifier into the system. This may be
done by entering numerical data via the touch screen 1712.
Alternatively, a shopper identification card or the shopper's
credit card may be read by the card reader 1714. As another
alternative the shopper may enter his or her name via the touch
screen.
[0158] At step 1906 the shopper enters into the system an
identification code that identifies the garment that he or she is
trying on. This code may also be entered via the touch screen 1712.
As an alternative, the user interface 1710 may include a bar code
scanner that the shopper may use to scan a bar code on a price tag
that has been affixed to the garment.
[0159] It will be recognized that the order in which steps 1902,
1904 and 1906 are performed is not critical. However, it may be
more efficient for the shopper to don the garment before entering
the information referred to in connection with steps 1904 and
1906.
[0160] After donning the garment, and either before or after
entering the information referred to in connection with steps 1904
and 1906, the shopper uses the user interface 1710 to signal the
system to capture an image of the shopper while wearing the
garment. This step is represented at 1908 in FIG. 19. Preferably,
the capturing of the shopper's image is delayed by a certain
period, say five seconds, after he or she signals for the image to
be captured. This allows the shopper enough time to assume an
appropriate pose for the image to be captured.
[0161] It is preferred that the shopper's image as captured by the
system via the camera 1704 be displayed on the touch screen 1712
for review and approval by the shopper. Decision block 1910
represents a determination by the shopper as to whether the image
is acceptable. If not, the shopper may again signal the system to
capture another image of the shopper.
[0162] Step 1912 represents the shopper entering his or her
selection of desired characteristics for the panel of participants
who will provide their opinion on the garment. It is to be noted
that step 1912 may be performed prior to some or all of steps 1902
through 1910. Step 1912 may be like step 1112 of FIG. 11, and may
use an interface screen like that of FIG. 12. However, the display
of FIG. 12 may be adapted for ease of use with a touch screen
interface. It may also be desirable to simplify the screen display
of FIG. 12, since the shopper may not wish to spend as much time at
the interface 1710 as he or she may be willing to spend when
entering information via his or her own computer terminal as in the
on-line embodiment described above.
[0163] Following step 1912 in FIG. 19 are steps 1914, 1916, 1918
and 1920, which may generally correspond to steps 1114-1120 of FIG.
11. It will be understood that features of the process of FIG. 11
that are only applicable to on-line shopping would not be included
in the process of FIG. 19. However, the user interface 1710 may be
used by the system for in-store promotions, and for any other
purpose that an in-store kiosk may be put to. For example, since
the system knows what garment or garments the shopper is trying on,
the system may also suggest to the shopper accessories and/or
matching or coordinating garments to purchase in addition to the
garment being tried on. In addition, when the feedback from the
participants is unfavorable or mixed, the system may suggest
alternative garments for the shopper to try on. The system may
include a function to permit the shopper to summon a member of the
store's sales staff to help the shopper, for example, to locate an
alternative garment, an accessory, or a matching or complementary
garment, that has been recommended by the system. With the addition
of a receipt printer, the arrangement of FIG. 17 may operate as a
self-checkout station.
[0164] Advantages offered by the embodiment of FIGS. 17-19 are
similar to those of the previous embodiment. As before, this
embodiment allows a retailer to provide an additional service to
the shopper, including opportunities for marketing both to the
shopper and to the participants.
[0165] For the shopper, the availability of opinions from third
parties may help the shopper overcome any anxiety or hesitation in
regard to the purchase, and may generally make the shopping
experience more enjoyable. The benefits for participants are much
the same as in the on-line embodiment described above.
[0166] In the embodiments discussed above, the fashion opinion
system may be administered either by a merchant's on-line shopping
website server or by a server that may be installed in the
merchant's store. However, alternative configurations are
contemplated. For example, the fashion opinion system may be
administered by a service bureau that is under contract with the
merchant and that may provide similar services for other merchants.
Information gathered by the service bureau server regarding
requests for opinions and responses may be transmitted to
merchants' computers.
[0167] In the embodiments described above, the participants'
involvement ends when they have provided their responses to the
shopper's query. However, it is contemplated to modify these
embodiments such that shoppers are permitted, or the system is
arranged, to ask follow-up questions of the participants and the
participants are allowed to respond. For example, either the system
itself or a shopper may inquire of participants who gave negative
opinions whether their opinion related to the garment itself or
simply how the garment looked on the shopper.
[0168] It is also contemplated to permit shoppers to engage in
on-line chat with a selected one or ones of the participants to
follow up on comments that the participants made, or simply to ask
participants to provide more information. As an example, if only
one participant in a panel gave a negative opinion, the shopper may
wish to follow up with the participant to find out what the
participant did not like about the image that was sent to the
participant.
[0169] Although it may be preferable to report the participants'
opinions exactly as received, it is also contemplated to allow an
interested third party to skew the reported results. For example, a
parental override could be implemented by allowing parents to
indicate to a system that any time a child tries on clothing that
the parent considers unsuitable, a negative result will be
reported. The results could also be skewed at the request of a
third party, in a positive direction, so that the third party
encourages the shopper, in effect, to purchase clothes that the
third party approves of. It is contemplated that the third party
may be charged a fee by the system for the privilege of skewing the
results.
[0170] In the embodiment of the invention illustrated in FIGS.
17-19, the user interface is configured as a kiosk embedded in a
wall of a dressing room, with the wall of the dressing room serving
as a kiosk structure. As an alternative, it is contemplated to
mount the camera and the user interface in a stand-alone kiosk
structure. As still another alternative, a camera and user
interface may be implemented as a compact, portable, personal
digital assistant (PDA) in wireless communication with the merchant
server 1802 (FIG. 18).
[0171] Referring now to FIG. 20, a plan diagram of a cellular
telephone 2000 is illustrated. Cellular telephone 2000 may comprise
a participant terminal 208, in accordance with one embodiment of
the present invention. The cellular telephone 2000 may be, for
example, programmed to operate on a 3G network. The cellular
telephone 2000 may be operable to receive and display images (e.g.,
images of garments, images of a shopper wearing a garment, and/or
images of a virtual model of a shopper combined with an image of a
garment). Thus, when a shopper submits a request for opinions
regarding a garment, an image of the garment along with a query may
be transmitted to the cellular telephone of each participant
selected for the panel that is to provide an opinion to the
shopper.
[0172] Cellular telephone 2000 includes a display screen 2010 and a
keypad area 2020. The display screen 2010 is displaying an image of
a garment, additional information about the garment (price and
material) and a request for an opinion regarding the garment. The
request for an opinion instructs the participant to vote either
that the shopper should buy the garment or not buy the garment. The
participant may respond to the request for the opinion by pressing
the appropriate keys on the keypad 2020, as instructed in the
request for the opinion (i.e., by pressing "1" to vote that the
shopper should buy the garment and pressing "2" to vote that the
shopper should not buy the garment).
[0173] Cellular telephone 2000 also includes a speaker 2030 and a
microphone 2040. In one or more embodiments, the speaker 2030 may
be utilized to transmit a request for an opinion to a participant.
For example, a computerized message or human operator may output
the request for the opinion to the participant (e.g., by telling
the participant to press "1" to vote that the shopper should buy
the garment or press "2" to vote that the shopper should not buy
the garment). In one or more embodiments, a participant may be
allowed to provide an opinion and thus respond to a request for an
opinion utilizing microphone 2040. For example, the participant may
speak the words "Buy It" or "Don't Buy It" or another choice of
words conveying the participant's response to the request for the
opinion into the speaker 2040. A voice recognition module of the
merchant server 202 or another computing device operating to
facilitate embodiments of the invention may determine the
participant's response by analyzing the participant's spoken words
and converting them to text.
[0174] Referring now to FIG. 21, a plan diagram of a cellular
telephone 2100 is illustrated. Cellular telephone 2100 may comprise
a shopper terminal 206, in accordance with one embodiment of the
present invention. The cellular telephone 2100, like cellular
telephone 2000, may be, for example, programmed to operate on a 3G
network. The cellular telephone 2100 may be operable to receive and
display indications of responses to requests for opinions.
[0175] Cellular telephone 2100 includes a display screen 2110 and a
keypad area 2120. The display screen 2110 is displaying an
indication of results of a request for opinions. Additionally, the
display screen is displaying instructions to the shopper for
obtaining further details regarding the results. For example, by
pressing "#", the shopper may be presented with additional details
of one or more responses (e.g., the full text of one or more
responses) or may be connected to a human operator who may answer
any questions the shopper may have about the results. The shopper
may use keypad area 2120 to obtain the additional details, per the
instructions.
[0176] The cellular telephone 2100 includes a speaker 2130 and a
microphone 2140. In one or more embodiments, the shopper may
utilize the speaker 2130 and/or the microphone 2140 to communicate
with the merchant server or other computing device or entity
facilitating aspects of the present invention. For example, the
results of the request for opinions may be output to the shopper
via speaker 2130. In another example, the shopper may request
additional details regarding the results by speaking into the
microphone 2140 or may communicate with a human operator regarding
the additional details of the results using the microphone
2140.
[0177] It should be noted that the display area 2010 of cellular
telephone 2000 and the display area 2110 of cellular telephone 2100
may be color displays operable to display detailed graphical images
to the participant and shopper, respectively. For example, the
display areas 2010 and 2110 may comprise color Liquid Crystal
Displays (LCDs).
[0178] It should further be noted that, in one or more embodiments,
the cellular telephone 2100 of the shopper may include an image
capturing peripheral, such as a digital camera. The shopper may use
the image capturing peripheral to capture an image of a garment
and/or an image of the shopper wearing the garment, for output to
the one or more participants to whom the request for opinions is to
be output.
[0179] It was described above that a rating system may be employed
for participants. The purpose of such a system may be to encourage
participants to take part in the system and to participate
conscientiously and effectively. For example, if a participant
provides a particularly insightful and lengthy response, the
shopper may indicate that the participant should receive an
enhanced rating. Alternatively, the system may automatically
provide ratings for participants based on availability,
participation and/or length of responses. As noted above,
participants may receive benefits from a system administrator or
from the retailer when participants achieve a certain rating level.
It is expected that good will of participants and a participant
rating system, if implemented, will suffice to produce honest
responses from participants. However, if certain participants
appear to be providing only negative opinions for the purpose of
annoying shoppers, the merchant may choose to screen out such
participants.
[0180] Shoppers may be given the option only to receive responses
from participants who have relatively high ratings. The system may
provide that participants who have not participated (i.e., new
participants), may have a default rating at a low level.
Participants may also be rated based on their history as customers
of a retailer. That is, participants who have bought a considerable
amount of merchandise from a merchant may be accorded an enhanced
rating because the participant's purchases.
[0181] The present invention has been discussed in connection with
trying on garments, but is also applicable to items such as
cosmetics, eyeglasses, hairstyles and plastic surgery. Of course,
plastic surgery cannot be "tried on", but an image or virtual image
of the shopper (prospective patient) can be manipulated to indicate
how the shopper will appear after the surgery has been
performed.
[0182] It was noted above that merchants may be enabled to suggest
alternative or complementary items relative to garments that the
shopper is trying on or virtually trying on. It is contemplated
that this marketing channel may be made available by the retailer
to clothing manufacturers or designers, for a fee.
[0183] It is also contemplated that participants may take part in a
purchase transaction involving a selected garment. For example, if
a participant is a relative, friend or acquaintance of the shopper,
the participant may be given the option of subsidizing the purchase
or of purchasing the garment as a gift for the shopper.
Alternatively, a participant may be a representative of another
merchant who makes a cross-subsidy offer to the shopper in
connection with the purchase of the garment.
[0184] Where the shopper image is a virtual model, the system may
recommend to the shopper a garment or garments that was favorably
reviewed for another shopper or shoppers having a similar body
type.
[0185] The present invention may include a number of features to
enhance the entertainment value of the system from the point of
view of the participants.
[0186] According to one such feature, when participants are invited
to join a panel, they are informed of demographic or other
characteristics of the shopper, and make a decision on whether to
participate based on the shopper's characteristics. In another
embodiment, participants are given the option of requesting
information about the shopper.
[0187] According to another feature, participants are permitted to
view shopper/garment combined images, and possibly also to provide
responses, even when the participants do not match the participant
characteristics selected by the shopper. In such cases, the
non-matching participants' responses may not be used to generate
the feedback for the shopper. The participants may be allowed to
search for shopper/garment images to view based on shopper
characteristics, after logging on to a suitable website. Also, or
alternatively, shoppers may be rated based on responses from the
participants and participants may search for shoppers to view based
on ratings categories such as "top ten shoppers", "worst ten
shoppers", "most improved shopper". Participants and/or shoppers
may also be allowed to view lists of garments included in highly
rated shopper/garment images.
[0188] It is also contemplated that shoppers may be permitted to
define a diverse panel of participants while receiving feedback
that is divided by categories of participants.
[0189] In one or more embodiments, participants may be compensated
for providing opinions to shoppers. For example, participants may
be provided with a benefit in exchange for each opinion provided or
in exchange for every predetermined number of opinions provided.
Examples of benefits that may be provided include, but are not
limited to, monetary fees, entries into sweepstakes or lotteries,
discounts on merchandise or services, or access to the present
system for purposes of requesting opinions from other participants.
In the latter example, the participant who receives this benefit
becomes a shopper when requesting an opinion.
[0190] In one or more embodiments, steps may be taken to maintain
the anonymity of a shopper who requests an opinion regarding a
garment. For example, if an image of a shopper is transmitted along
with the request for an opinion, the face of the shopper may be
blurred, removed or replaced in the image. In an example where only
the image of the garment is transmitted, the request for an opinion
that is transmitted to a participant may not include any
information identifying the shopper who requested the opinion
(e.g., the shopper's name or other identifying information may not
be transmitted).
[0191] It should be understood that, in accordance with one or more
embodiments of the present invention, a shopper is provided with
the results of a request for opinions within a very short time of
submitting such a request. For example, a shopper may be provided
with the results within a one or a few minutes of submitting the
request. In order to accomplish this, the selection of participants
for a panel and the output of the image and/or request for opinions
to participants may be performed substantially immediately upon
receiving the request for opinions from the shopper. Further, the
participants may be provided with a maximum period of time within
which to respond to a request for an opinion. For example, a
participant may be provided with a maximum period of time of one to
ten minutes within which to respond to an opinion. In such an
embodiment, the system may wait for responses to be received from
participants for the maximum period of time and then determine the
results of the query (e.g., determine the indication to output to
the shopper, such as percentage of participants who voted "Buy It"
versus the percentage of participants who voted "Don't Buy It") at
the end of the period of time, regardless of whether all
participants have responded.
[0192] In one embodiment the period of time for accumulating
responses may be set such that the process of collecting opinions
and outputting the indication of the results of the request for
opinions is performed within a short period of time. The short
period of time may be measured from a time at which the request is
received from the shopper. The short period of time may be such
that it allows the shopper to make a decision regarding the
desirability of the garment based on the indication of the opinions
while a shopper is conducting a shopping session during which the
shopper submitted the request for opinions. For example, it may
determined that it is reasonable for a shopper to wait five minutes
for the results of the request for opinions from the time the
shopper submits the request for opinions. For example, it may be
determined that the shopper is likely to continue browsing or
trying on garments at the merchant for such a period of time. In
another example, it may be determined that it is reasonable for a
shopper to only wait one minute or as long as one hour for the
results of the request for opinions.
[0193] In one embodiment, a shopper when submitting a request for
opinions (or at another time, such as when signing up for a
subscription to the service in accordance with the present
invention) may indicate the duration of time the shopper is willing
to wait for the results of a request for opinions.
[0194] In another embodiment, a minimum number of responses may be
associated with a request for opinions. In such an embodiment, the
process of accumulating responses may end when the minimum number
of responses are received, even if the maximum period of time for
accumulating responses has not ended. Alternatively, the responses
may continue to be accumulated until the end of the maximum period
of time. In one embodiment, if at the end of the maximum period of
time a minimum number of responses have not been received, the
shopper may be provided with a message indicating that the request
for opinions did not yield a sufficient number of opinions. In one
embodiment, the shopper may be provided an opportunity (either when
first submitting a request for opinions or upon receiving an
indication that a minimum number of opinions were not received) to
request that the results of the request for opinions be provided to
the shopper despite the minimum number of opinions not being
received.
[0195] Although the present invention has been described with
respect to preferred embodiments thereof, those skilled in the art
will note that various substitutions, modifications and variations
may be made with respect to the embodiments described herein
without departing from the spirit and scope of the present
invention.
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