U.S. patent application number 15/841209 was filed with the patent office on 2018-04-12 for gift messaging based customer acquisition.
The applicant listed for this patent is RNCommerce, Inc.. Invention is credited to Anoop Gantayat, Robert Keith Giglio, Neil Raina.
Application Number | 20180101867 15/841209 |
Document ID | / |
Family ID | 52428517 |
Filed Date | 2018-04-12 |
United States Patent
Application |
20180101867 |
Kind Code |
A1 |
Raina; Neil ; et
al. |
April 12, 2018 |
GIFT MESSAGING BASED CUSTOMER ACQUISITION
Abstract
Contact information for a recipient and an audio recording of a
message from a sender to the recipient are obtained from a network
node in a communication session with a network node associated with
the sender. Based on the contact information, a notification that
the recorded audio message is available is sent the recipient.
Based on receipt of a request in connection with the notification,
an audio message including an invitation for the recipient to
specify an opt-in preference regarding receipt of direct marketing
communications is transmitted to the recipient. Receipt of an
indication of the recipient's opt-in preference triggers both a
playback of the audio recording of the message on the recipient's
network node and the generation of a marketing preference record
that includes an indication of the recipient's opt-in preference
and information evidencing that indication.
Inventors: |
Raina; Neil; (Fremont,
CA) ; Giglio; Robert Keith; (Moraga, CA) ;
Gantayat; Anoop; (Milpitas, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
RNCommerce, Inc. |
Fremont |
CA |
US |
|
|
Family ID: |
52428517 |
Appl. No.: |
15/841209 |
Filed: |
December 13, 2017 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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15605078 |
May 25, 2017 |
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15841209 |
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14520652 |
Oct 22, 2014 |
9665887 |
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15605078 |
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13951473 |
Jul 26, 2013 |
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14520652 |
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Current U.S.
Class: |
1/1 |
Current CPC
Class: |
G06Q 20/387 20130101;
H04L 51/32 20130101; G06Q 30/0257 20130101; H04L 51/24
20130101 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02; H04L 12/58 20060101 H04L012/58; G06Q 20/38 20120101
G06Q020/38 |
Claims
1. A method performed by a network service implemented by one or
more computers in a network communications environment, the method
comprising by the network service: in a communication session with
a network node associated with a sender, obtaining from the network
node contact information for a recipient and an audio recording of
a message from the sender to the recipient; based on the contact
information, sending the recipient a notification that the recorded
audio message is available; based on receipt of a request in
connection with the notification, transmitting to the recipient an
audio message comprising an invitation for the recipient to specify
an opt-in preference regarding receipt of direct marketing
communications; and in response to receipt of an indication of the
recipient's opt-in preference, triggering both a playback of the
audio recording of the message from the sender on a network node
associated with the recipient and a generation of a marketing
preference record comprising the indication of the recipient's
opt-in preference received from the network node associated with
the recipient and information evidencing the indication of the
recipient's opt-in preference.
2. The method of claim 1, wherein the marketing preference record
comprises a recording of the recipient's specification of the
opt-in preference.
3. The method of claim 1, wherein the transmitting comprises
transmitting the audio message to the recipient over a telephony
connection with a telephony device associated with the
recipient.
4. The method of claim 3, wherein the marketing preference record
comprises an audio recording of the recipient's specification of
the opt-in preference.
5. The method of claim 1, wherein the obtaining is performed in the
context of a purchase transaction between the sender and a vendor
regarding at least one product designated as a gift for the
recipient.
6. The method of claim 5, further comprising, by the network
service, sending to the sender an invitation to create a gift
message for the recipient; wherein the obtaining is performed after
the sender's acceptance of the invitation to create a gift message
for the recipient.
7. The method of claim 5, further comprising, in response to
receipt of the recipient's opt-in preference authorizing receipt of
direct marketing communications, delivering one or more direct
marketing communications to the recipient.
8. The method of claim 7, further comprising customizing the one or
more direct marketing communications based on information about the
purchase transaction.
9. The method of claim 7, wherein the audio message inviting the
recipient to specify an opt-in preference regarding receipt of
direct marketing communications is rendered on the network node
associated with the recipient before the audio recording of the
message from the sender to the recipient.
10. The method of claim 1, wherein the sending comprises sending
the notification to a telephone number associated with the
recipient.
11. The method of claim 1, wherein the sending comprises sending
the notification to a messaging address associated with the
recipient.
12. The method of claim 1, wherein the obtaining comprises
obtaining an image-based recording of the sender, and the
triggering comprises triggering the playback of both the audio
recording of the message from the sender and the image-based
recording in response to receipt of the indication of the
recipient's opt-in preference.
13. The method of claim 12, wherein the image-based recording
comprises a recorded video message from the sender, and the
recorded audio message is a component of the recorded video
message.
14. The method of claim 1, wherein the notification that the
recorded audio message is available is sent to the recipient in a
text based communication.
15. The method of claim 1, further comprising, after the recipient
receives the message from the sender, enabling the recipient to
transmit an electronic network communication responsive to the
message from the sender.
16. The method of claim 1, wherein the sending is performed on a
date specified by the sender.
17. A system comprising one or more computers and one or more
storage devices storing instructions that, when executed by the one
or more computers, cause the one or more computers to perform
operations comprising: in a communication session with a network
node associated with a sender, obtaining from the network node an
audio recording of a message from the sender to a recipient and
contact information for the recipient; based on the contact
information, sending the recipient a notification that the recorded
audio message is available; based on receipt of a request in
connection with the notification, transmitting to the recipient an
audio message comprising an invitation for the recipient to specify
an opt-in preference regarding receipt of direct marketing
communications; and in response to receipt of an indication of the
recipient's opt-in preference, triggering both a playback of the
audio recording of the message from the sender on a network node
associated with the recipient and a generation of a marketing
preference record comprising the indication of the recipient's
opt-in preference received from the network node associated with
the recipient and information evidencing the indication of the
recipient's opt-in preference.
18. The system of claim 17, wherein the marketing preference record
comprises a recording of the recipient's specification of the
opt-in preference.
19. The system of claim 17, wherein, when executed by the one or
more computers, the stored instructions cause the one or more
computers to perform operations further comprising: delivering one
or more direct marketing communications to the recipient in
response to receipt of the recipient's opt-in preference
authorizing receipt of direct marketing communications; and wherein
the audio message inviting the recipient to specify an opt-in
preference regarding receipt of direct marketing communications is
rendered on a network node associated with the recipient before the
audio recording of the message from the sender.
20. One or more non-transitory computer storage media encoded with
a computer program product comprising instructions that, when
executed by one or more computers, cause the one or more computers
to perform operations comprising: in a communication session with a
network node associated with a sender, obtaining from the network
node an audio recording of a message from the sender to a recipient
and contact information for the recipient; based on the contact
information, sending the recipient a notification that the recorded
audio message is available; based on receipt of a request in
connection with the notification, transmitting to the recipient an
audio message comprising an invitation for the recipient to specify
an opt-in preference regarding receipt of direct marketing
communications; and in response to receipt of an indication of the
recipient's opt-in preference, triggering both a playback of the
audio recording of the message from the sender on a network node
associated with the recipient and a generation of a marketing
preference record comprising the indication of the recipient's
opt-in preference received from the network node associated with
the recipient and information evidencing the indication of the
recipient's opt-in preference.
Description
BACKGROUND
[0001] Businesses use a variety of different marketing methods to
attract new customers. These marketing methods range from mass
marketing campaigns that involve broadcasting marketing messages to
potential customers without regard to market segment differences,
to direct marketing campaigns that involve marketing directly to
consumers. Mass marketing strategies reach a large audience of
potential customers but are relatively inefficient in converting
potential customers into actual customers, whereas direct marketing
campaigns reach only a relatively small number of potential
customers but are much more effective in converting potential
customers into actual customers.
[0002] The first step in developing an effective direct marketing
campaign is to define the target market for the campaign.
Oftentimes, however, the target market of a campaign is difficult
and expensive to determine. For example, the development of a
well-defined target market typically requires personal information,
such as the preferences and habits of potential customers, which
typically is not readily available. Oftentimes such information is
obtained through expensive, labor-intensive in-person interviews,
online surveys, and the like.
[0003] Some businesses provide electronic gifting services that
allow customers to purchase gifts for delivery to respective
recipients. Such gifting services provide opportunities for these
businesses to obtain information about potential customers (the
gift recipients) with little cost or effort. This information,
however, oftentimes is limited to gifting transaction information,
such as names and addresses of the customers and the gift
recipients and details regarding the delivery of the gifts. Such
information typically is not sufficient for launching an effective
direct marketing campaign to the gift recipients. Moreover, many
country, state, and municipal jurisdictions have promulgated rules
and regulations that prohibit or significantly constrain the
ability to use a person's personal data for direct marketing
purposes without consent.
DESCRIPTION OF DRAWINGS
[0004] FIG. 1 is a flow diagram of an example of a method of gift
messaging based customer acquisition.
[0005] FIG. 2 is a diagrammatic view of an example of a gifting
system that facilitates gift giving by a gift giver to a gift
recipient.
[0006] FIG. 3 is a sequence diagram showing examples of
interactions between the gifting system, the gift giver, and the
gift recipient of FIG. 2.
[0007] FIG. 4 is a flow diagram of an example of a method of gift
messaging based customer acquisition.
[0008] FIG. 5 is a diagrammatic view of an example of a network
resource presenting a user interface for purchasing a gift and
designating the purchase as a gift.
[0009] FIG. 6 is a diagrammatic view of an example of a network
resource presenting a user interface for selecting gift options and
specifying a message for a gift recipient.
[0010] FIG. 7 is a diagrammatic view of an example of a network
resource presenting a user interface for deferring specification of
a gift message.
[0011] FIG. 8 is a diagrammatic view of an example of a reminder
message.
[0012] FIG. 9 is a diagrammatic view of an example of a network
resource presenting a user interface for specifying a gift message
for a gift recipient.
[0013] FIG. 10 is a diagrammatic view of an example of a gift
message.
[0014] FIG. 11 is a flow diagram of an example of a method of gift
messaging based customer acquisition.
[0015] FIG. 12 is a diagrammatic view of an example of a network
resource presenting a user interface for providing a gift message
and obtaining customer acquisition information from a gift
recipient.
[0016] FIG. 13 is a diagrammatic view of an example of a network
resource presenting a user interface for providing a gift message
and obtaining customer acquisition information from a gift
recipient.
[0017] FIG. 14 is a diagrammatic view of an example of a network
resource presenting a user interface for providing a gift message
and obtaining customer acquisition information from a gift
recipient.
[0018] FIG. 15 is a diagrammatic view of an example of a gift
recipient's social network web page that includes a section for
sharing a gift message received by the gift recipient.
DETAILED DESCRIPTION
[0019] In the following description, like reference numbers are
used to identify like elements. Furthermore, the drawings are
intended to illustrate major features of exemplary embodiments in a
diagrammatic manner. The drawings are not intended to depict every
feature of actual embodiments nor relative dimensions of the
depicted elements, and are not drawn to scale. In the drawings,
dashed lines indicated optional features of the disclosed
example.
I. Definition of Terms
[0020] A "product" is any tangible or intangible good or service
that is available for purchase or use.
[0021] "Product purchase information" is information related to the
purchase of a product. Product purchase information includes, for
example, purchase confirmations (e.g., receipts), product order
information (e.g., merchant name, order number, order date, product
description, product name, product quantity, product price, sales
tax, shipping cost, and order total), and product shipping
information (e.g., billing address, shipping company, shipping
address, estimated shipping date, estimated delivery date, and
tracking number).
[0022] A "computer" is any machine, device, or apparatus that
processes data according to computer-readable instructions that are
stored on a computer-readable medium either temporarily or
permanently. A "computer operating system" is a software component
of a computer system that manages and coordinates the performance
of tasks and the sharing of computing and hardware resources. A
"software application" (also referred to as software, an
application, computer software, a computer application, a program,
and a computer program) is a set of instructions that a computer
can interpret and execute to perform one or more specific tasks. A
"data file" is a block of information that durably stores data for
use by a software application.
[0023] The term "computer-readable medium" (also referred to herein
as "memory") refers to any tangible, non-transitory medium capable
storing information (e.g., instructions and data) that is readable
by a machine (e.g., a computer). Storage devices suitable for
tangibly embodying such information include, but are not limited
to, all forms of physical, non-transitory computer-readable memory,
including, for example, semiconductor memory devices, such as
random access memory (RAM), EPROM, EEPROM, and Flash memory
devices, magnetic disks such as internal hard disks and removable
hard disks, magneto-optical disks, and optical discs, such as
DVD-ROM/RAM and CD-ROM/RAM.
[0024] A "network node" (also referred to simply as a "node") is a
physical junction or connection point in a communications network.
Examples of network nodes include, but are not limited to, a
terminal, a computer, and a network switch. A "server node" is a
network node that responds to requests for information or service.
A "client node" is a network node that requests information or
service from a server node.
[0025] A "network resource" is anything that can be accessed over a
network, including a network node, an electronic document, an
image, a source of information, a service, operators and operands
of a mathematical equation, classes, properties, numeric values,
and a collection of other resources.
[0026] A Uniform Resource Identifier (URI) is a string of
characters that identifies a network resource.
[0027] A "Universally Unique Identifier" (UUID; also referred to as
a "globally unique identifier," or GUID) is a number that is used
to uniquely identify an object in a computer system or on a network
(e.g., the internet). A UUID is generated without requiring a
centralized service or authority to administer. Depending on the
specific mechanism used to generate a universally unique
identifier, the UUID either is guaranteed to be different or is at
least extremely likely to be different from any other UUID.
[0028] A "link" refers to an object (e.g., a piece of text, an
image or an area of an image) that loads a hypertext link reference
into a target window when selected. A link typically includes an
identifier or connection handle (e.g., a uniform resource
identifier (URI)) that can be used to establish a network
connection with a communicant, resource, or service on a network
node.
[0029] As used herein, the term "web page" refers to any type of
resource of information (e.g., a document, such as an HTML or XHTML
document) that is suitable for the World Wide Web and can be
accessed through a web browser. A web page typically contains
information, graphics, and hyperlinks to other web pages and files.
A "web site" includes one or more web pages that are made available
through what appears to users as a single web server.
[0030] "Customer acquisition information" refers to any information
relating to locating, qualifying, or securing the business of new
customers. This information includes, for example, information
relating to lead generation, lead acquisition, marketing
information, sales information, and links to such information
(e.g., hyperlinks associated with such information, and information
(e.g., unique identifiers and the like) for tracking gift
recipients).
[0031] As used herein, the term "includes" means includes but not
limited to, the term "including" means including but not limited
to. The term "based on" means based at least in part on.
II. Introduction
[0032] The examples that are described herein provide systems,
methods, and computer-readable media for gift messaging based
customer acquisition that solve certain problems involved in
developing an effective direct marketing campaign for a gift
recipient in a cost effective way by leveraging a gift recipient's
desire to receive a personalized gift message from an existing
customer (i.e., the gift giver) to incentivize the gift recipient
to receive various customer acquisition efforts, including
promotions and other marketing information, and requests for
personal information and consent to use such information for direct
marketing purposes.
[0033] Some examples of these systems and methods are embodied in a
gifting system that is embedded in a gifting process flow that
allows a gift giver to purchase a gift for a gift recipient.
Examples of the gifting system enable the gift giver to create a
custom message for the gift recipient. After the gift is purchased,
the gift is sent to the gift recipient along with a message
notification that informs the gift recipient that a custom message
from the gift giver can be accessed online using tracking
information associated with the message notification. Upon
receiving the tracking information from the gift recipient,
examples of the gifting system present the custom message to the
gift recipient along with auxiliary customer acquisition
information that the gifting system determines is potentially
relevant to the gift recipient (e.g., based on attributes of the
purchased gift, the gift giver, and the gift recipient). Examples
of such auxiliary customer acquisition information include
promotions, cross-selling recommendations, and product registration
opportunities, and opportunities for the gift recipient to indicate
his or her marketing consent or preferences. In this way, the
gifting system leverages the goodwill associated with the gifting
experience combined with the custom message from the gift giver to
make the gift recipient more receptive to the post-purchase
customer acquisition efforts.
III. Gift Messaging Based Customer Acquisition
[0034] FIG. 1 shows an example of a method of gift messaging based
customer acquisition that is implemented by an example of a gifting
method in which a gift giver selects a gift for delivery to a gift
recipient. In accordance with this method, a gifting system
receives a selection of a gift for delivery to a gift recipient
from a first network node associated with a gift giver (FIG. 1,
block 10). Based on input received from the first network node, the
gifting system determines a message for the gift recipient (FIG. 1,
block 12). The gifting system generates a message notification that
includes access information for accessing the gift message (FIG. 1,
block 14). The gifting system associates the access information
with the message (FIG. 1, block 16). The gifting system institutes
delivery of the gift and the message notification to the gift
recipient (FIG. 1, block 18). The gifting system receives a request
that includes the access information from a second network node
(FIG. 1, block 20). Responsive to the request, the gifting system
transmits the message to the second network node based on the
association between the access information and the message, and
transmits auxiliary customer acquisition information to the second
network node (FIG. 1, block 22).
[0035] The gift giver may be an existing customer of the gifting
system or a new customer. In either case, the gifting system
typically obtains certain personal information about the gift giver
through, for example, a customer registration process or a checkout
process. Examples of such personal information include contact
information (e.g., name, residence address, email address, and
telephone number), survey information (e.g., demographic
information, interests, and preferences), and payment information.
The gift giver's network node typically is an electronic data
processing device, such as a desktop computer, laptop computer,
tablet computer or a mobile telephone, that is capable of
interfacing the gift giver with the gifting system. In some
examples, the gifting system provides a user interface (e.g., a web
page based interface) through which the gift giver selects the
gift. Depending on the business model of the gifting system, the
gift may be available for purchase or free of charge. The gift may
be any type of product or service, including physical gift items,
electronic gift items, service agreements, and redeemable gift
instruments, such as gift cards, gift certificates, gift codes, and
the like. If the gift giver is a new customer, the gifting system
typically provides to the gift giver one or more input screens for
receiving contact information (e.g., name, mailing address, email
address, and telephone number) and optionally payment information
for the gift giver. The gifting system also provides one or more
screens for receiving contact information (e.g., name, shipping
address, email address, and telephone number) for the gift
recipient.
[0036] The gifting system provides the gift giver with the option
of including a message with the gift. In general, the gift message
may include any type of message content that can be stored and
presented to the gift recipient at a later time, including textual
content, audio content, and video content. The gift message may be
a message created by the gift giver (e.g., a text message or an
audio or video recording of the gift giver speaking the message) or
it may be a message selected from a set generic stock messages
provided by the gifting system and personalized by the gift giver.
The gifting system may provide a user interface and online tools
that enable the gift giver to create the gift message, customize a
generic stock gift message, or upload a previously created gift
message.
[0037] The message notification notifies the gift recipient of the
availability of the gift message and provides instructions for
accessing the gift message. The gift message may be presented in a
wide variety of different message formats, including a text message
printed on a physical medium, and an electronic message (e.g., an
email message, an SMS text message, an audio message, and a video
message) sent from a web resource or a telephony resource for
presentation on a network node associated with the gift
recipient.
[0038] The access information that enables the gift recipient to
access the gift message typically includes tracking information. In
some examples, the tracking information includes a message source
identifier, such as a uniform resource identifier (URI)) of a web
resource (e.g., a web site or a web page) or other identifier or
code (e.g., a telephone number) of another type of resource from
which gift recipient can access the gift message. The access
information also typically includes a gifting transaction specific
identifier that can be used to identify the gift message. In some
examples, the gifting transaction specific identifier is a
universally unique identifier (UUID) that the gifting system has
associated with one or more elements of the gifting transaction
(e.g., one or more of the gift, the gift giver, the gift recipient,
and the gift message). In some of these examples, the gifting
transaction specific UUID may be assigned to the message
notification or the gift message. In this regard, the gifting
system typically stores the gifting transaction specific UUID and
one or more identifiers of the one or more elements of the gifting
transaction (e.g., an identifier of the vending service from which
the gift is purchased, a gift purchase transaction identifier, an
order identifier, and a stock keeping unit (SKU) identifier of each
product that is part of the gift) in one or more data records in a
relational database. In this way, the gifting system also
associates the access information with the message. The access
information may be presented in a human-readable format (e.g.,
textual message providing instructions for accessing the gift
message) or in a machine-readable format (e.g., a barcode, such as
a Quick Response (QR) code) that is readable by devices that are
commonly available to users (e.g., a mobile device that is equipped
with a camera and barcode reading software).
[0039] In some examples, the gifting system engages a third-party
shipping service to deliver a gift package containing the gift to
the gift recipient. Depending on the business model of the gifting
system, the gift package may include the message notification or
the message notification may be delivered to the gift recipient
separately from the gift package.
[0040] In examples in which the gift and the message notification
are physically delivered to the gift recipient in the same gift
package, the message notification typically is a text based message
that is printed on a physical medium (e.g., a packing slip or other
insert) that is included in or to or otherwise associated with the
gift package. In some examples, the access information is included
on the same physical medium as the message notification.
[0041] In examples in which the gift and the message notification
are delivered separately to the gift recipient, the message
notification typically is an electronic message (e.g., an email
message or a Short Message Service (SMS) message) that may be
presented to the gift recipient in any of a variety of different
human-perceptible formats (e.g., a text, audio, or video message).
In these examples, the access information may be included in the
electronic message in a human-readable format (e.g., textual
message providing instructions for accessing the gift message) or
in a machine-readable format (e.g., a hyperlink that is associated
with textual instructions to select the hyperlink, and a URI of a
web resource for accessing the gift message). In some examples, the
gifting system transmits the message notification to the gift
recipient on a date specified by the gift giver or after confirming
that the gift has been delivered to the gift recipient (e.g., based
on the purchase transaction information, the gifting system can use
the tracking system of the shipping service to determine the
delivery status of the gift).
[0042] The gifting system typically receives the message access
request that includes the access information after the gift and the
message notification have been delivered. The message access
request is received in accordance with the type of access
information that was included with the message notification. For
example, if the access information included a URI for a web
resource, the message access request typically is received over an
internet connection from a web browser component of the gift
recipient's network node. If the access information included a
telephone number, on the other hand, the message access request
typically is received over a telephony connection with the gift
recipient's telephony enabled network node.
[0043] In some examples, the gifting system extracts the gifting
transaction specific UUID from the access information and uses the
gifting transaction specific UUID to determine the gift message. In
some examples, the gifting system uses the UUID as an index into a
relational database to determine an identifier (e.g., a UUID) of
the gift message. The gifting system then uses the identifier of
the gift message to retrieve the gift message from memory storage
for transmission to the gift recipient's network node for
presentation to the gift recipient. The gifting system also
transmits auxiliary customer acquisition information to the gift
recipient's network node. The auxiliary customer acquisition
information may include any type of customer acquisition
information, including, for example, information relating to lead
generation, lead acquisition, marketing information, sales
information, and links to such information. Examples of such
customer acquisition information include promotions, cross-selling
recommendations, requests for acquiring personal information from
the gift recipient (e.g., a product registration form that requires
certain personal information in order to receive enhanced product
warranties or other benefits), and opportunities to acquire the
gift recipient's marketing consent or preferences. In some
examples, the gifting system determines the customer acquisition
information based on, for example, attributes of the gifting
transaction, including the gift giver, the gift recipient, the
gift, and the gift message.
[0044] FIG. 2 shows an example 30 of the gifting system that
facilitates gift giving by a gift giver 32 to a gift recipient 34.
The gifting system 30 includes a vending service 36, a messaging
service 38, a customer acquisition service 40, and a database 42
that associates the gifting transaction specific identifier with
information about the gift purchase transaction (e.g., retailer
identifier, purchase transaction identifier, order identifier, and
SKUs for each individual product). In other examples, the messaging
service 38 and the database 42 are components of the gifting
system, whereas the vending service 36 and the customer acquisition
service 40 are components of a separate entity (e.g., an online
retailer, such as Amazon.com, Inc., Apple, Inc., Barnes &
Nobel, Inc., and Wal-mart.com USA, LLC.) that is referred to herein
as a "vendor." In these examples, the vendor leverages the
messaging and database services of the gifting system through
application programming interfaces (APIs) that are published by the
gifting system. In some of these examples, the vendor performs the
first receiving step (FIG. 1, block 10) of the gift messaging based
customer acquisition method of FIG. 1, and the gifting system
performs the remaining steps of the method (FIG. 1, blocks 12-22).
In other examples, the vendor performs the first receiving step and
the instituting step (FIG. 1, blocks 10 and 18) of the gift
messaging based customer acquisition method of FIG. 1, and the
gifting system performs the remaining steps of the method (FIG. 1,
blocks 12-16 and 20-22). In examples in which the gifting system 30
consists of the messaging service 38 and the database 43, gifting
system 30 typically interacts with the gift giver 32 and the gift
recipient 34 via a web widget or other plugin in association with a
network resource (e.g., a web page) that is affiliated with the
vendor.
[0045] FIG. 3 shows exemplary interactions between an example of
the gifting system 30, the gift giver 32, and the gift recipient 34
of FIG. 2. In accordance with this example, the gifting system 30
presents a gift selection to the gift giver 32 (step 50). The gift
giver 32 selects a gift for delivery to a designated gift recipient
34 (step 52). The gifting system 30 also provides the gift giver 32
with a deferrable option to specify a gift message for the gift
recipient. The gift giver 32 may specify the gift message in
connection with the purchase transaction (e.g., during the checkout
process flow or after order confirmation). Alternatively, the gift
giver 32 may elect to defer specifying the gift message to a later
time. If the gift giver 32 selects the message specification
deferment option, the gifting system 30 prompts the gift giver 32
to provide his or her contact information for receiving a reminder
message that invites the gift giver to specify a gift message for
the gift recipient. After confirmation that the gift purchase
transaction has been completed, the gifting system 30 uses the
contact information to send the gift giver 32 a reminder message
that includes a link to a network resource for specifying the gift
message (step 53). Either in connection with the purchase
transaction or after the gift giver 32 selects the link in the
reminder message, the gifting system 30 provides the gift giver 32
with one or more message specification tools (step 54). Using the
message specification tools, the gift giver 32 can, for example,
create a gift message, modify a preexisting (e.g., stock) gift
message, or upload a gift message (step 56). In the illustrated
example, the gifting system 30 creates a gift package that contains
a notification message that informs the gift recipient of the
availability of the gift message and includes access information
that enables the gift recipient 34 to access the gift message, and
engages a third-party shipping service to deliver the gift package
to the gift recipient 34 (step 58). In other examples, the gifting
system 30 sends the notification message separately from the gift
package (e.g., in an electronic message addressed to a electronic
mail, text, or facsimile messaging account of the gift recipient).
In some examples, the notification message is sent to the gift
recipient after the gifting system 30 receives confirmation that
the gift package has been delivered to the gift recipient 34. In
some examples (e.g., when the gift giver 32 decides to cancel the
message or the retailer cannot fulfill the order, such as when the
gift is unavailable or payment for the gift failed authorization),
the vendor sends the messaging service 38 a cancellation message
instructing the messaging service 38 to cancel the gift message.
Depending on when the cancellation message is received by the
messaging service 38, the messaging service 38 either may omit
sending the reminder message inviting the gift giver 32 to create
the gift message or omit sending the notification message inviting
the gift recipient 34 to access the gift message. After receiving
the notification message, the gift recipient 34 provides the access
information to the gifting system 30 (step 60). In response to
receipt of the access information, the gifting system 30 transmits
the gift message and the auxiliary customer acquisition information
to the gift recipient 34 (step 62).
[0046] In the methods described herein, the gifting system 30
leverages the gift messaging service to generate multiple
opportunities ("touch points" on the consumers' purchase decision
paths) for the vendor to, for example, promote products to or
obtain marketing consent from the gift giver 32 and the gift
recipient 34. For example, by providing the deferrable message
specification option that allows the gift giver 32 to defer the
specification of the gift message to a later time, the gifting
system 30 not only provides a convenience to a gift giver who does
not currently have the time or interest to specify the gift message
during the purchase transaction, but also generates another
opportunity for the vendor to reengage the gift giver with
additional customer acquisition efforts. Furthermore, in addition
to reminding the gift giver 32 to specify a gift message, the
reminder message also may include a link to install on the gift
giver's communication device an application (also referred to as an
"app") that is affiliated with the vendor and provides access to
one or more network resources of the vendor for the gift giver 32
to, for example, specify the gift message, purchase additional
products, and view product promotions and other customer
acquisition information. A similar application installation link
also may be incorporated in the notification message that is sent
to the gift recipient 34 to provide access to one or more network
resources of the vendor for the gift recipient 34 to, for example,
view the gift message, purchase products, and view product
promotions and other customer acquisition information.
[0047] FIG. 4 shows an example of a method of gift messaging based
customer acquisition. This method typically is performed by at
least one server node of the gifting system 30. In accordance with
this method, during a purchase transaction between a server network
node associated with a vendor and a client network node associated
with a product purchaser and regarding a product designated as a
gift for a gift recipient, a deferrable option to specify a gift
message for the gift recipient is presented (FIG. 4, block 63).
Based on receipt of a request from the client network node in
connection with the deferrable option to defer specification of a
gift message for the gift recipient, an electronic messaging
address is obtained from the client network node (FIG. 4, block
64). An electronic reminder message that includes an invitation to
specify a gift message in association with the product is sent to
the electronic messaging address (FIG. 4, block 65). Based on
receipt of a response to the invitation, a gift message and contact
information of the gift recipient are obtained (FIG. 4, block 66).
Based on the contact information of the gift recipient, an
electronic notification message that includes access information
for accessing the gift message is transmitted to the gift recipient
(FIG. 4, block 67). In response to receipt of a request from a
requesting client network node that includes the access
information, the gift message is provided to the requesting client
network node (FIG. 4, block 68).
[0048] In some examples, in response to receipt of the request from
the client network node in connection with the deferrable option
(FIG. 4, block 64), the gifting system 30 associates a universally
unique identifier (UUID) with the purchase transaction. The gifting
system typically includes the UUID in the invitation to specify the
gift message for incorporation in the response to the invitation.
This allows the gifting system 30 to extract the UUID from the
response to the invitation. Based on the UUID extracted from the
response the invitation, the gifting system 30 typically associates
the gift message with the purchase transaction.
[0049] In some examples, the process of obtaining the gift message
specification from the gift giver includes supplying the gift giver
with a network resource (e.g., a web page) for specifying the gift
message. In some of these examples, the response to the invitation
to specify the gift message includes the gifting transaction
specific identifier and information about the gift purchase
transaction (e.g., retailer identifier, purchase transaction
identifier, order identifier, and SKUs for each individual product)
is obtained from the database 42 based on the association between
the gifting transaction specific identifier and the gift purchase
transaction information. In some of these examples, the gifting
transaction specific identifier is embedded in a network resource
link that is incorporated in the reminder message that is sent to
the gift giver. The gifting transaction specific identifier then
may be used in a database lookup to determine the gift purchase
transaction information. In some examples, the network resource is
customized for the gift giver based on the purchase transaction
information. For example, marketing communications may be selected
based on the determined purchase transaction information and
incorporated into the network resource that is presented to the
gift giver.
[0050] In some examples, the access information in the gift message
notification that is sent to the gift recipient includes a link
that incorporates a URI of a network resource (e.g., a web page)
that is affiliated with the vendor and an identifier (UUID) that is
specific to the gifting transaction. Selection of the link causes
the gift giver's client network node (communication device) to
navigate to the network resource via the URI. Based on the gifting
transaction specific identifier, the gifting system identifies the
gift message and configures the network resource to present
interface controls for accessing. The gifting transaction specific
identifier also may be used in a database lookup to determine the
gift purchase transaction information. In some examples, the
network resource is customized for the gift recipient based on the
purchase transaction information. For example, marketing
communications may be selected based on the determined purchase
transaction information and incorporated into the network resource
that is presented to the gift recipient.
[0051] FIG. 5 shows an example of a shopping cart interface 70 that
the gifting system 30 may present to the gift giver 32 in the
process of purchasing an item and designating the item as a gift.
In this process, the gift giver 32 typically accesses an online web
site administered by the vending service 36, browses various web
pages of the web site presenting items that are available for sale,
and adds one or more items to an electronic shopping cart that is
associated with the gift giver 32. When the gift giver 32 is ready
to confirm the purchase of the one or more items, the user selects
a "View Cart" button or the like and the gifting system 30 presents
the shopping cart interface 70. The shopping cart interface 70
allows the gift giver 32 to review the items in the electronic
shopping cart, update the quantities of those items, designate one
or more of the items as gift items, and indicate whether a message
should be included with the gift item. In the example illustrated
in FIG. 5, the gift giver 32 has selected a tablet computer for
purchase, selected a "Gift" option 72 to designate the item as a
gift, and selected a "Message" option 74 to indicate that a message
should be included with the gift.
[0052] After completing the shopping cart review page, the gift
giver 32 may select a "Continue" button 76 to proceed to a gift
delivery specification page (not shown), which allows the gift
giver 32 to enter contact information for the gift recipient 34
(e.g., name, shipping address, email address, and telephone
number), select a delivery method, and provide other delivery
related information and preferences.
[0053] Referring to FIG. 6, after completing the gift delivery
specification page, the gifting system 30 presents a gift options
interface 80 to the gift giver 32. The gift options interface 80
allows the gift giver 32 to indicate 81 whether or not the order
contains a gift and to select an option 83 to defer specification
of the gift message to a later time. The gift options interface 80
also provides the gift giver 32 with online tools 82, 84, and 86
for creating one or more messages that will be available to the
give recipient 34 after the gift has been delivered. In the
illustrated example, the gift options interface 80 includes tools
for creating one or more of a text message, an audio message, and a
video message. In some examples, the gifting system 30 receives
textual, audio, and video input from the gift giver 32 through an
interface with a client application (e.g., a web browser or a
customized application or browser plugin provided by the gifting
system 30) executing on a client node of the gift giver 32. The
client application interacts with hardware components of the client
node (e.g., a keyboard, microphone, and camera) to obtain the
inputs from the gift giver 32 that are transmitted to the gifting
system 30 for incorporation into the give message.
[0054] Referring to FIG. 7, in response to the gift giver's
selection of the gift message specification deferment ("remind me
later") option 81, gifting system 30 replaces the message creation
tools 82-84 with a contact information form 87 that allows the user
to enter his or her contact information (e.g., First Name, Last
Name, and electronic mail address), which will be used by the
gifting system 30 to send a reminder message inviting the gift
giver 32 to specify a gift message for the gift recipient.
[0055] After completing the gift options page 80, the gift giver 32
may select a "Continue" button 88 to proceed to one or more payment
pages that allow the gift giver 32 to provide payment information
and confirm payment for purchasing the gift item. Examples of such
payment information include contact information for the gift giver
32 (e.g., name, address, and telephone number), payment method, and
payment details (e.g., credit card number and security code).
During the payment process, the gift giver 32 typically is given an
option to accept certain terms and conditions regarding the gift,
delivery of the gift, payment, and use of the give giver's personal
data for direct marketing purposes.
[0056] In the example illustrated in FIGS. 5-7, the gift messaging
process is incorporated into a checkout process flow at a point
before the gift giver 32 purchases the gift item. In other
examples, the gift messaging process occurs after the checkout
process has completed. In still other examples, the gift is
available free of charge and the gifting system 30 performs the
gift messaging process without requiring the gift giver 32 to
proceed through the payment process flow. In general, the gift
messaging process provided by the gifting system 30 is applicable
to any transfer of goods from the gift giver 32 and the gift
recipient 34.
[0057] If the gift giver 32 has selected the gift message
specification deferment ("remind me later") option 81 and entered
his or her contact information in the contact information form 87,
the gifting system 30 will send the gift giver 32 a reminder
message after the purchase transaction has completed.
[0058] FIG. 8 shows an example of a reminder message 89 (e.g., an
electronic mail message) that is addressed to the specified
messaging account of the gift giver 32 (Sylvia). In some examples,
the reminder message 89 is generated automatically from a standard
form containing variable data fields that are populated with values
that are extracted from the purchase transaction information that
the gifting system 30 has associated with the gifting transaction
specific identifier. Examples of such extracted information include
the gift giver's name (Sylvia), the vendor's name (Merchant), the
gift recipient's name (Joe), and the name of the gift product
(Product X). The reminder message 89 also includes a link 91 to a
network resource that is affiliated with the vendor for specifying
the gift message. In some examples, the link includes a URI and the
gifting transaction specific identifier. When selected, this type
of link causes a web browser application installed on the gift
giver's communication device to navigate to the network resource
identified by the URI and to pass the gifting transaction specific
identifier to a server network node associated with the network
resource. In other examples, the link includes an
application-specific identifier and the gifting transaction
specific identifier. An example of such a link is
amazon://giftpixel?id=12412124, where "amazon://" identifies an
application affiliated with the vendor Amazon.com, "giftpixel"
identifies a type of network resource on which present the gift
message creation tools, and "12412124" is a UUID of the gift
message that will be created. When selected, this type of link
causes the gift giver's communication device to attempt to open a
vendor specific application affiliated with the vendor on the gift
giver's communication device. If the vendor specific application
already is installed, the gift giver's communication device opens
the vendor specific application. The vendor specific application
then navigates to a URI associated with the vendor. The vendor
opens a network resource of the appropriate type to present the
message creation tools. If the vendor specific application is not
installed, the link will cause the gift giver's communication
device to navigate to an online resource (e.g., an app store) to
download and install the vendor specific application on the gift
giver's communication device.
[0059] FIG. 9 shows an example of a network resource 93 (e.g., a
web page) that is presented to the gift giver after the gift giver
selects the link 91 in the reminder message 89. In addition to
presenting the message creation tools 82-86 for creating the gift
message, the network resource 93 also provides a contact
information form 95 that allows the user to enter the gift
recipient's contact information (e.g., First Name, Last Name, and
electronic mail address), which will be used by the gifting system
30 to send a notification message informing the gift recipient of
the availability of the gift message. The gift giver also may
specify whether the notification message should be delivered when
the gift is delivered or on a particular date selected by the gift
giver.
[0060] After the gift giver 32 has specified the gift message, the
gifting system 30 sends the notification message to the gift
recipient 34 at the designated time (e.g., when the gift is
delivered or on the designated date).
[0061] FIG. 10 shows an example of a gift message 97 (e.g., an
electronic mail message) that is addressed to the specified
messaging account of the gift recipient 34 (Neil). In some
examples, the gift message 97 is generated automatically from a
standard form containing variable data fields that are populated
with values that are extracted from the purchase transaction
information that the gifting system 30 has associated with the
gifting transaction specific identifier. Examples of such extracted
information include the gift giver's name (Sylvia), the vendor's
name (Merchant), the gift recipient's name (Joe), and the name of
the gift product (Product X). The gift message 97 also includes a
link 99 to a network resource that is affiliated with the vendor
for accessing the gift message. In some examples, the link includes
a URI and the gifting transaction specific identifier. When
selected, this type of link causes a web browser application
installed on the gift recipient's communication device to navigate
to the network resource identified by the URI and to pass the
gifting transaction specific identifier to a server network node
associated with the network resource. In other examples, the link
includes an application-specific identifier and the gifting
transaction specific identifier. An example of such a link is
amazon://giftpixel?id=12412124, where "amazon://" identifies an
application affiliated with the vendor Amazon.com, "giftpixel"
identifies a type of network resource on which present the gift
message, and "12412124" is a UUID of the gift message. When
selected, this type of link causes the gift recipient's
communication device to attempt to open a vendor specific
application affiliated with the vendor on the gift recipient's
communication device. If the vendor specific application already is
installed, the gift recipient's communication device opens the
vendor specific application. The vendor specific application then
navigates to a URI associated with the vendor. The vendor opens a
network resource of the appropriate type to present the gift
message. If the vendor specific application is not installed, the
link will cause the gift recipient's communication device to
navigate to an online resource (e.g., an app store) to download and
install the vendor specific application on the gift recipient's
communication device.
[0062] After the gift recipient 34 has received the gift
notification, the gift recipient 34 is able to use the access
information to receive the gift message from the gifting system 30.
In this process, the gift recipient 34 transmits the access
information to the gifting system 30. The gifting system 30 uses
the access information to retrieve the gift message from memory and
present the gift message to the gift recipient 34 along with
auxiliary customer acquisition information (e.g., promotions,
cross-selling recommendations, and opportunities for acquiring
personal information from the gift recipient 34) that has been
determined as being potentially relevant to the gift recipient
34.
[0063] FIG. 11 shows an example of a method of gift messaging based
customer acquisition that is performed after the gift recipient
receives the notification message. This method typically is
performed by at least one server node of the gifting system 30. In
accordance with this method, a request is received from a client
network node to access a gift message associated with a gift
purchased from a vendor by a product purchaser for a gift recipient
in connection with a purchase transaction (FIG. 11, block 101).
Based on the request to access the gift message, the client network
node is provided a network resource that includes a message
delivery control to access the gift message and a marketing opt-in
control to indicate a preference regarding receipt of direct
marketing communications (FIG. 11, block 103). In connection with
the message delivery control, the gift message is presented to the
client network node (FIG. 11, block 105). In connection with the
marketing opt-in control, an indication of a preference regarding
receipt of direct marketing communications is obtaining from the
client network node (FIG. 11, block 107).
[0064] In some examples, the network resource online gift message
interface includes a gift message access web page that provides the
message delivery control and the marketing opt-in control. In
response to input from the client network node in connection with
the message delivery control, the gift message is presented to the
client network node and a marketing preference record of the
preference regarding receipt of direct marketing communications
indicated by the marketing consent control is generated.
Information about the purchase transaction typically is determined
from the request to access the gift message, and the network
resource online gift message interface is customized based on the
purchase transaction information. For example, the network resource
online gift message interface may be customized by incorporating
into the network resource online gift message interface marketing
communications selected based on the purchase transaction
information.
[0065] In some examples, the gift message is presented to the
client network node in response to input from the client network
node in connection with the message delivery control. After
presenting the gift message to the client network node, the
preference regarding receipt of direct marketing communications
indicated by the marketing consent control is obtained and a
marketing preference record of the indicated preference is
generated. In some examples, in addition to recording the marketing
consent or preference indicated by the gift recipient, the
marketing preference record also includes information that
evidences the fact that the gift recipient did in fact provide such
consent. Examples of such information include the gift recipient's
messaging address (e.g., the electronic mail address associated
with the notification message), the time the marketing preference
or consent was captured, and information about the message viewing
session (e.g., a device identifier that uniquely identifies the
gift recipient's network node, an Internet Protocol (IP) address of
the gift recipient's network node, and a network address (URI) of
the network resource on which the gift message is presented).
[0066] FIG. 12 shows an example of a message presentation page 90
for presenting a gift message and auxiliary customer acquisition
information to the gift recipient 34. In the illustrated example,
the message presentation page 90 includes a message section 92 for
presenting the gift message to the gift recipient 34, a promotions
section 94 for presenting promotions and cross-selling
recommendations to the gift recipient 34, and a registration
section 96 that enables the gift recipient 34 to register the gift
with the gifting system 30.
[0067] The message section 92 includes a background that shows an
image of the gift 98 (i.e., a tablet computer) and several related
or complementary products (e.g., a laptop computer 100 and a mobile
telephone 102) that the customer acquisition management service 40
has identified as being potentially effective in attracting the
interest of the gift recipient 34 based on, for example, attributes
of the purchased gift, the gift giver, the gift recipient, and
other information (see FIG. 2). The message section 92 also
includes a playback control 104 for presenting the gift message to
the gift recipient. The gift message may include, for example, one
or more of textual content, audio content, and image content (e.g.,
still images and video images). The gift message may be presented
in a variety of different ways including, for example, in the
message section 92, in a separate pop-put window superimposed on
the message presentation page 90, or on another page. The message
section 92 includes a "Share" button 105 that allows the gift
recipient 34 to instruct the gifting system 30 to post the gift
message to an account of the gift recipient 34 with a social
networking service (e.g., Facebook, Google+, tumblr, and
Twitter).
[0068] The promotions section 94 includes a list of promotions and
cross-selling recommendations that the customer acquisition
management service 40 (see FIG. 2) has identified as being
potentially effective in attracting the interest of the gift
recipient 34 based on, for example, attributes of the purchased
gift, the gift giver, the gift recipient, and other information. In
the illustrated example, the promotions section 94 includes the
following recommendations: a protection plan for the tablet
computer, covers for the tablet computer, cables and adapters for
the tablet computer, and applications (Apps) for the tablet
computer.
[0069] The registration section 96 includes a registration form for
registering the gift in exchange for receiving certain benefits
(e.g., product warranty and support service coverage for the gift).
The registration form prompts the gift recipient 34 to enter name,
email address, and password information. The registration section
96 also includes a "Register" button that allows the gift recipient
34 to submit the entered form information, including the terms of
service acceptance acknowledgement, to the gifting system 30. In
this example, before submitting the registration information, the
gift recipient 34 may indicate acceptance of certain contract terms
(e.g., terms and conditions for the use of the services of the
gifting system 30) by checking a checkbox 106. In some examples,
the contract terms include provisions relating to the gift (e.g.,
provisions relating to returning or exchanging the gift and
warrantying the gift) and the use of the gift recipient's personal
data (e.g., provisions allowing the gifting system 30 to use the
gift recipient's personal data for direct marketing purposes).
[0070] In the example shown in FIG. 12, the message delivery
control 104 and the marketing opt-in control 106 that are
associated with an indication that the gift message is available
("Click to Play") without revealing contents of the gift
message.
[0071] FIG. 13 shows another example 120 of a network resource
presenting a message notification interface that includes a message
delivery control 122 and a marketing opt-in control 124 that are
associated with an indication that the gift message is available
("Click to Open") without revealing contents of the gift message.
In this example, the indication of the availability of the gift
message includes an image 126 over which are superimposed the
message delivery control 122 and the marketing opt-in control 124.
The image 126 depicts an envelope and the message delivery control
is presented to metaphorically suggest that selection of the
message delivery control opens the envelope to reveal the gift
message. In this example, the selection of the message delivery
control 122 triggers both the presentation of the gift message to
the client network node and the generation of a marketing
preference record of the preference regarding receipt of direct
marketing communications indicated by the marketing opt-in control
124.
[0072] FIG. 14 shows another example 130 of a network resource
presenting a message notification interface that includes a message
delivery control 132 and a marketing opt-in control 134. In this
example, the gift message is a video, and the indication that the
gift message is available is the opening frame of the video over
which are superimposed the message delivery control 132 and the
marketing opt-in control 124. In this example, the selection of the
message delivery control 132 triggers both the presentation of the
gift message to the client network node and the generation of a
marketing preference record of the preference regarding receipt of
direct marketing communications indicated by the marketing opt-in
control 134.
[0073] FIG. 15 shows an example of a gift recipient's social
network web page 110 that includes a section 112 for sharing
messages with other members of the social networking service. These
messages include messages created by the gift recipient 34 on the
social network web page 110, and messages posted to the gift
recipient's social network page 110. Among the posted messages is a
copy 114 of the gift message that was posted to the gift
recipient's web page 110 by the gifting system 30 in response to
the gift recipient's selection of the "Share" button 105 in the
message section 92 of the message presentation page 90 shown in
FIG. 12. In this regard, in response to selection of the "Share"
button 105, the gifting system 30 transmits to the social
networking service a message package 116 that includes the gift
message 118 along with auxiliary customer acquisition information
120 that is identified by the customer acquisition management
service 40 (see FIG. 2) as being potentially effective in
attracting the interest of members of the social networking service
who are likely to view the message. In some examples, the auxiliary
customer acquisition information includes promotions and other
customer acquisition information relating to the gift itself, as
opposed to marketing information relating to products and services
identified as being related to or complementary to the gift (e.g.,
the marketing information that is presented to the gift recipient
34 on the message presentation page 90).
IV. Conclusion
[0074] The examples that are described herein provide systems and
methods for gift messaging based customer acquisition. These
embodiments solve the problems involved in directing effective
customer acquisition efforts to a gift recipient in a cost
effective way by leveraging a gift recipient's desire to receive a
personalized gift message from an existing customer (i.e., the gift
giver) to incentivize the gift recipient to receive those customer
acquisition efforts.
[0075] Other embodiments are within the scope of the claims.
* * * * *