FIELD OF THE INVENTION
[001] The present invention generally relates to an Integrated Logistics and Loyalty
Management Program. More specifically, the present invention relates to a tool and
method that can assist the companies in converting the oppressive task of Tracking
Product Logistics and Channel Partners Loyalty Management into a Powerful Tool for
Marketing, Production & Supply Chain Planning in an easy, automated and
convenient manner.
BACKGROUND OF THE INVENTION
[002] Many companies have been running the logistics tracking and loyalty programs
for their channel partners, market intermediaries, and consumers. These programs
typically entail printing a number or bar-code on the product or enclosing a
loyalty/reward coupon with a printed number on it with the product. The company can
trace the product by scanning / typing the number or bar-code on the product at any point
in the distribution channel. The consumer who purchases the product or the intermediary
who sells the product can claim the reward by communicating this number to the
company either through (a) phone call or (b) through SMS or (c) through a web-based
system. However, most of these programs have suffered several shortcomings like:
[003] Logistics Tracking which may include - duplication and counterfeiting of
coupons; Tracking mostly at batch level as products of same batch have same coupon
serial number; and inability to detect pilferage or address warranty related issues.
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[004] Loyalty Tracking which could include inability to change the value of the preprinted
coupons; Inability to accurately associate products and coupons; difficulties in
distribution of coupons; Short-circuiting of coupons in the distribution channel whereby
the wrong intermediaries can claim the reward instead of the intended beneficiary;
no/limited audit trail; Incidences of theft of Coupons and people reclaiming the rewards
on same coupons; and Disputes regarding time of submission of coupons even after the
schemes have expired.
[005] The consumers, intermediaries have found it difficult to communicate the printed
coupons number for several reasons including, the shortage of adequate human resource
at the call center to handle the volume of traffic and the consumer/ intermediary is
unable to reach the call center executive; Intermediary is illiterate and unable to read and
type the number for an SMS; the coupon code or the number is very long and
cumbersome to communicate; and the cost of communication.
[006] The present invention provides several unique and innovative features, which
help the companies in addressing these issues.
SUMMARY OF INVENTION
[007] Therefore, an objective of the present invention is to provide a coupon for
integrated logistics and loyalty tracking for a value chain of a company. The coupon
includes a unique serial number for an item wherein the serial number further includes
a first part that is a unique customizable code used to identify the item. The coupon
further includes a second part that is a concealed unique number. The coupon is not
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valid till the first part and the second part of the coupon are mapped to each other and
the item.
[008] Yet another objective of the present invention is to provide a method for
generating a coupon for integrated logistics and loyalty tracking. The method includes
generation of a first coupon part that is useful to identify an item. The method further
includes generation of a second part that is a concealed unique number. Furthermore,
the method includes associating the first part and the second part of the coupon with
the item and activation of the coupon once the associated item is dispatched to the
target market.
BRIEF DESCRIPTION OF ACCOMPANYING DRAWINGS
[009] Fig. 1 illustrates typical value Chain of a Company
[0010] Fig. 2 that illustrates a coupon according to an embodiment of the invention
[0011] Fig. 3 illustrates the corresponding method of the present system
DETAILED DESCRIPTION OF THE EMBODIMENTS
[0012] This patent describes the subject matter for patenting with specificity to meet
statutory requirements. However, the description itself is not intended to limit the
scope of this patent. The principles described herein may be embodied in many
different forms.
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[0013] Illustrative embodiments of the invention now will be described more fully
hereinafter with reference to the accompanying drawings, in which some, but not all
embodiments of the invention are shown. Indeed, the invention may be embodied in
many different forms and should not be construed as limited to the embodiments set
forth herein; rather, these embodiments are provided so that this disclosure will satisfy
applicable legal requirements. Like numbers refer to like elements throughout.
[0014] The present invention is a coupon for integrated Loyalty and Logistics
Management system which assists the companies in converting the onerous tasks of
Tracking Product Logistics and Channel Partners‟ Loyalty management into a Powerful
Tool for Marketing, Production & Supply Chain Planning.
[0015] The present system facilitates flow of authentic real-time, information about the
movement of products through the value chain of the company. This facilitate the
organizations in „feeling the real pulse‟ of the market. The information and detailed
analytics provided by the present system helps the companies in strengthening the
Management Information Systems and responding effectively to the market.
[0016] The invention incorporates and uses robust technology to register, accurately
identify Channel Partners / Influencers / Consumers and track their sales / purchases /
advocacy on a real time basis with a completely auditable track record. This further with
provision for two-way customized communications can convert the thus far onerous task
of identifying and communicating with the Channel Partners / Influencers / Consumers
to a powerful tool to track, promote and reward their loyalty. The detailed analytics
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provided can help in reducing the wastage and enhance the ROI on the marketing spend
for such activities.
[0017] The present invention also helps companies to receive and assimilate the queries
of and the problems faced by their Channel Partners, Influencers and Consumers in the
Supply Chain. Its role is not just limited to helping delegate requests & tickets but also to
effectively address them and communicating the action/ resolution to ALL concerned
using its inbuilt robust technology.
[0018] The present invention also envisages to provide various unique and innovative
features (described later in this submission), which lead to significant improvement in
the process and enhanced value addition for companies.
[0019] Now referring to FIG. 1 that illustrates a general value chain for a company
ABC Ltd. The value chain flows from Factory wherein the products are
manufactured. These finished goods are then moved for storage from the factory to a
warehouse. The stored products within the warehouse are transported to various
distributors. From the distributors, the products then move to various dealers who then
further move the products to consumers through various sales channels like
influencers. The FIG1 illustrates a general value chain of the company and hence
various other steps can be added or some steps may be eliminated in real time
implementation of the value chain.
[0020] Referring now to FIG. 2 that illustrates a coupon 200 for integrated logistics
and loyalty tracking. Coupon 200 consists a serial number that comprises of two
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distinct parts. First part 202 contains a unique customizable code 204 that is used to
identify a product unit. This first part 202 is associated to each individual product
„unit‟ and provides complete history of each unit including and not limited to its batch
number, packing date and location, trace throughout the distribution channel, etc. This
first part 202 may be however, not limiting to the scope of the invention, be printed as
an ID, a bar code, a QR code or any other modern day Identifying technology such as
RFID etc. on the unit and is visible/ detectable using suitable equipment. This first
part 202 is also suitable to be utilized for tracking product movement and logistics,
control of product flow within each distributor territory and avoid tampering.
[0021] Still referring to FIG. 2, the coupon 200 includes a second part 206. The
second part 206 has a unique number 208 generated by the computer which may or
may not be concealed by placing a scratch ink above the number 208. There might
also be a bar code corresponding to the unique number 208 for scanning ease. The
second part 206 in mainly utilized for loyalty rewards. The concealed second part 206
maintains the integrity of the reward program and avoids short-circuiting of coupons
in the channel. Further, since second part 206 is a random number generated by the
computer, the probability of guessing/ counterfeiting is statistically negligible. The
second part 206 is since unique computer generated number and hence cannot be reused
once it is reported for consumption. This helps in detecting/ preventing
counterfeits in the system.
[0022] In other embodiments of the invention, the first part 202 of coupon 200 are
associated with each packs to be placed within a larger box whereas the first part 202
placed on outside of the larger box. There can also be scenarios wherein, multiple
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levels of cardinality (e.g. number of boxes in a consignment) in case the same is
required - as in case of Pallets where multiple boxes are stacked in a pellet are
facilitated. Here a unique first part 202 may be assigned to each pellet, which can be
tagged to the first part on the cartons inside the pallet. The same can also be used
aggregate pallets into consignments etc.
[0023] In further embodiments of the invention, the coupon 200 do not have any
intrinsic value associated with them till the time they are sent for redemption. After,
the coupon 200 is sent for redemption, the value of coupon 200 is determined. The
determination is based upon combination of various factors like Product, User
Category, Time, and Area (“PUTA”). This facilitates a highly flexible reward program
where the incentive structure can be varied at any time based on Product, User
Category, Time of redemption, and Area or any combination thereof. The program can
also facilitate options such as a random lottery, variable incentive structure or creating
a basket of products for a differential benefit (for example a higher incentive if paint
and primer are purchased together). Since the value of the coupon 200 is not printed
the incentive program remains unknown to others. This also prevents misuse of
coupons in case of thefts.
[0024] The coupon 200 are product agnostic until coupon 200 is linked with the
product at the time of batch creation, which typically happens at the time of
packaging or sometime even at the dispatch from distributors. This reduces the
inventory of the coupons and allows the tracking of the product in the channel. The
second part 206 of the coupon 200 get activated only when the product has been
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invoiced/dispatched to relevant target market. Till such time they cannot be used
redemption of loyalty benefits thus avoiding any misuse.
[0025] In other embodiments of the invention, intended beneficiaries of the loyalty
programs can scratch the masked second part 206 on purchase of product and
communicate the same to the company through multiple technological protocols
developed over SMS, Internet, Call Back, Mobile Applications and IVRS through a
unified interface for Users of the System. Then the determination of the eligibility of
beneficiary for the chosen reward based on his reward point balance is performed.
[0026] In case the beneficiary is eligible for the reward, the program can confirm the
reward to him. The company can dispatch the actual gift to the beneficiary.
[0027] Now referring to FIG. 3 that illustrates a method 300 according to an
embodiment of the invention. Method 300 starts with step 302, wherein setting up of
master data is performed by a user. Setting up Master Data entails defining key
system variables in a computer program database in terms of its hierarchy of products
- segregated to the SKU level - and defining their unique identification codes/
nomenclature in the program. Further at step 304, value chain of the company is
mapped within the program. The program also maps the distribution channel of the
Company based on the GPS coordinates, Postal codes, or any Customized Coding
system of the Company for its value chain participants. Now moving to step 306,
wherein promotion definition is determined is performed. As discussed earlier, the
Coupon 200 itself does not carry any value till it is sent for redemption when a rules
engine of the program determines the reward based on „PUTA‟. Creating the
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Promotion Definition entails defining reward program in the program based on a
combination of these variables.
[0028] Now moving to step 308, designing and or printing of coupons is performed.
This step entails designing and printing pack level and box level coupons (in case of
pack in the box). The Box Label contains only the first part 202 of Coupon 200 in
order to facilitate logistics track and trace (the promotions are run on consumption of
packs and not boxes). However, the Coupon 200 on the individual packs comprise of
the first part 202 and the second part 206. The coupon 200‟s design is customized to
specific client requirement. The configuration of first part 202 of Coupon 200 can also
be customized to the needs of the client. At step 310, Coupon 200 is pasted on product
packaging. The coupon 200 is placed on each pack manufactured by the Company.
The first part 202 is associated with key product attributes - like product variant, batch
code, manufacturing facility location, and date of manufacture - in the program. The
products can be tagged not just at pack level, but also as a part of a composite pack, or
as a unit in a master carton. Further in other embodiments of the invention, the cartons
can be tagged as units within a palette, and a palette within a shipment. Now at step
312, movement of the product is tracked, as it moves through the value chain of the
Company. The first part 202 of the coupon 200 is scanned and information is recorded
in the program. The Company thus gets full information of its products on a real time
basis. At step 314, loyalty tracing is performed and the beneficiary is rewarded
accordingly. The intended beneficiaries can scratch the masked Coupon Pin on
purchase of product and communicate the same to the Company through multiple
technological protocols developed over SMS, Internet, Call Back, Mobile
Applications and IVRS through a unified interface for Users of the System.
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[0029] The highly flexible program thus enables the Company to manage targeted
promotions for its Channel Partners, Influencers and Consumers and provides deep
insights into the customers and influencers' buying behavior
[0030] Since other modifications and changes varied to fit particular operating
requirements and environments are apparent to those skilled in the art, the invention is
not considered limited to the example chosen for purposes of disclosure, and covers
all changes and modifications which do not constitute departures from the true spirit
and scope of this invention.
[0031] This written description uses examples to disclose the invention, including the
best mode, and also to enable any person skilled in the art to practice the invention,
including making and using any devices or systems and performing any incorporated
methods. The patentable scope the invention is defined in the claims, and may include
other examples that occur to those skilled in the art. Such other examples are
intended to be within the scope of the claims if they have structural elements that do
not differ from the literal language of the claims, or if they include equivalent
structural elements with insubstantial differences from the literal languages of the
claims.

CLAIMS
We claim:
1. A coupon for integrated logistics and loyalty tracking, wherein the coupon
comprises;
a serial number unique for an item, wherein the serial number comprises;
a first part that is a unique customizable code used in identifying the
item; and
a second part that is a concealed unique number;
wherein the coupon is not valid till the first part and the second part of the
coupon are mapped to each other and the item.
2. The coupon of claim 1, wherein value of the coupon can be associated and or
varied in real time based on any one or a combination of on product, user
category, time of redemption, and area.
3. The coupon of claim 1, wherein the coupon is a single use coupon.
4. The coupon of claim 1, wherein the second part of the coupon gets activated
only when the item is invoices and or dispatched to relevant market.
5. The coupon of claim 1, wherein the first part of the coupon is configured to
provide complete history of each item.
6. The coupon of claim 5, wherein the history is any one or a combination of
item‟s batch number, packing date and location, or trace throughout the
distribution channel
7. The coupon of claim 5, wherein the first part of the coupon is printed as an ID,
a bar code, a QR code, or RFID tag.
8. The coupon of claim 5, wherein the first part is configured to track the item‟s
movement and logistics.
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9. The coupon of claim 1, wherein the second part of the coupon is configured to
be utilized for loyalty rewards.
10. A method for generating a coupon for integrated logistics and loyalty tracking,
the method comprising;
generating a first coupon part configured to identify an item;
generating a second part configured to be a concealed unique number;
associating the first part and the second part of the coupon with the item; and
activating the coupon once associated with the item.