EP1655710A1

EP1655710A1 - Promotional product dispenser

Info

Publication number: EP1655710A1
Application number: EP04078034A
Authority: EP
Inventors: Reinier Frans Karel Van Assen
Original assignee: Individual
Current assignee: Individual
Priority date: 2004-11-04
Filing date: 2004-11-04
Publication date: 2006-05-10

Abstract

Device for commercial promotion of a specific product or a plurality of products in liquid, pasty, powdery or solid form, by dispensing samples, packaged or non-packaged, of said product(s) and by presenting promotional multimedia messages including visual or audiovisual messages to users of the device and to persons in the direct vicinity of the device, characterised by the fact that said device comprises electronic means for registering and storing in real-time general and/or user-specific data concerning the interaction between the device and its users, and specific data concerning individual users of the device, whereby the device further comprises electronic means to enable transport of said registered and stored data from the device to a remote location in digital form.

Description

The invention relates to a device for commercial promotion of products in liquid, pasty, powdery or solid form, by dispensing samples, packaged or non-packaged, of said product(s) comprising a display screen and suitable for presenting promotional multimedia messages including visual or audiovisual messages to users of the device and to persons in the direct vicinity of the device. A device of this type for cosmetic products is known from EP 1.219.202. The object of the invention is to make the device suitable for transmission of data to and from a remote Central Processing Unit CPU.
The device according to the present invention is thereby characterised by the fact that said device comprises electronic means for registering and storing in real-time general and/or user-specific data concerning the interaction between the device and its users, and specific data concerning individual users of the device, whereby the device further comprises electronic means to enable transport of said registered and stored data from the device to a remote location in digital form.
In a further preferred embodiment of the device according to the present invention, said device is characterised by the fact that it at least comprises operating means, electronic or other, enabling a user of the device to initiate dispensing of a sample of said specific product or one of said specific products that is/are promoted by the device.
In yet another preferred embodiment, the device according to the present invention comprises means enabling the dispensing of non-packaged samples of a product that is to be promoted by the device, directly onto the hand of a user. For instance when a perfume is sampled, this may be sprayed directly onto the hand of a user of the device.
In a further preferred embodiment, the device according to the present invention comprises a printer. This printer may, for instance, print coupons with which a user of the device is entitled to a reduced price when he decides to purchase the sampled product in a specific store, or the coupons can print a skin analysis or make up advice.
The device according to the present invention may furthermore be advantageously characterised by the fact that the information carrying medium, paper or otherwise, that is outputted by the aforementioned printer carries a substance that emits the scent of a product that is promoted by the device, or a scent that is associated with a product that is promoted by the device, into the ambient air. The aformentioned coupons may for instance carry a substance that emits the scent of a strawberry flavoured dairy drink of which samples are dispensed by the device according to the present invention.
In another preferred embodiment of the device according to the present invention, said device comprises one or more slots and suitable means, electronic or otherwise, enabling insertion by a user of the device of a card-shaped or strip-shaped medium, paper or otherwise, that is upon insertion provided with a substance emitting the scent of a product that is promoted by the device, or a scent that is associated with a product that is promoted by the device, into the ambient air. The strip-shaped medium that is to be inserted into the device according to the present invention may for instance be a paper strip, comparable to the well-known test strips in perfume stores, that is upon insertion impregnated with a sprayed sample of a specific perfume that is promoted by the device. When the emission of the scent of the perfume by the test strip lasts for several days, this may be an incentive for a user to psychologically link the scent to the marketing image conveyed by the multimedia presentation displayed by the dispenser and decide to buy the perfume.
In a further preferred embodiment of the device according to the present invention, said device comprises sensor means enabling detection of the presence of a person that remains within a predetermined range from the device for a predetermined amount of time. This makes it possible to, for instance, count the number of people that have remained within 1.5 metres of a sample dispenser for more than 10 seconds. Performing this count for instance during one hour and comparing the result to the number of samples dispensed during that same hour may give a measure of the effectiveness of the sample dispenser and/or the multimedia presentation at a specific location.
In still another preferred embodiment, the device according to the present invention comprises means that enable the making of a visual or audiovisual registration of a person that remains within a predetermined range from the device for a predetermined amount of time, and means enabling temporary storage of such visual or audiovisual registration.
The device according to the present invention may advantageously be characterised by the fact that said means enabling the making of a visual or audiovisual registration comprises a camera suitable for recording still and/or moving images. Although privacy issues remain to be solved in some countries, this feature may provide valuable information regarding the type of users that use the sample dispenser.
In a preferred embodiment of the device according to the present invention, said device comprises means that enable electronic communication between the device and an electronic automated system at a remote location, using suitable public or private telecommunications and/or datacommunications networks. Every sample dispenser in a perfume store is, for instance, equipped with a wireless LAN (Local Area Network) adapter that provides a data connection between the dispenser and a wireless access point that is directly connected to the Internet.
The device according to the present invention may be advantageously characterised by the fact that said electronic communication between the device and an electronic automated system at a remote location comprises the 'uploading' in a suitable digital data format of visual or audiovisual presentations concerning the product(s) dispensed by the device, the product brand(s) or the product manufacturer(s), from said electronic automated system at a remote location to the device. This makes it possible to, for instance, change the multimedia presentation in hundreds of sample dispensers at the same time to adapt said dispensers, for instance, to the introduction of a new perfume with a new marketing image.
The device according to the present invention may further be advantageously characterised by the fact that said electronic communication between the device and an electronic automated system at a remote location comprises the "downloading" in a suitable digital data format, of data stored in the device concerning the interaction between the device and its users, and specific data concerning the individual users of the device, from said device to said electronic automated system at a remote location. In this way registered usage data from hundreds of sample dispensers can, for instance, be downloaded to a central location where the data can be analysed and used to create usage statistics.
The device according to the present invention may also be advantageously characterised by the fact that said electronic communication between the device and an electronic automated system at a remote location comprises the sending of command signals and/or messages in electronic form from said electronic automated system to the device that instruct the device to change its operation. A sample dispenser may, for instance, be instructed from a remote location to change the message on the coupons that are printed by the printer in the dispenser, in line with a new promotional offer by the nearby store selling the sampled product.
The device according to the present invention may additionally be characterised by the fact that said command signals and/or messages in electronic form comprise command signals and/or messages that instruct the device to activate or deactivate dispensing of samples of a specific product on a specific date and time. In this way sample dispensers can be instructed to activate, for instance, dispensing of samples of a new perfume at exactly the same date and time as the official start of the worldwide advertising campaign.
According to another preferred embodiment of the device according to the present invention, said device is one of a plurality of said devices that are grouped into a private wired or wireless datacommunications network.
In a further preferred embodiment of the device according to the present invention, said device comprises means that enable storage of data onto a card-shaped data carrier that has been inserted into the device, or read-out of data by the device from a card-shaped data carrier that has been inserted into the device. After having taken a sample from a sample dispenser and upon insertion of, for instance, a client card of a chain of department stores such information may be stored on the card, that the user is, for instance, entitled to certain price reductions when he visits one of said department stores. Information about skin or make up can be stored on the card. At the same time address information or an email adress of the user may be read from the card, so that product information, advertising material etc. may be send to the user's address or email address.
In yet another preferred embodiment of the device according to the present invention, said device comprises means able to detect insertion of a predetermined payment means. Said predetermined payment means may, for instance, be a coin.
The device according to the present invention may be advantageously characterised by the fact that said payment means or said card-shaped data carrier is a card-shaped medium containing a microchip or a magnetic strip.
In still another preferred embodiment of the device according to the present invention, the device comprises electronic means to detect a predefined condition in its vicinity to which it reacts by switching off or on (part of) its electronic functions with the aim to conserve energy and extend battery usage.
In the following a specific embodiment of the device according to the present invention will be described. The following description will show in more detail how the invention remedies the aforementioned disadvantages associated with the prior art. However, the description is merely meant to illustrate application of the invention and should in no way be regarded as limiting the scope of the present invention. The use of drawings to clarify the description has not been deemed necessary.
In a specific embodiment of the device according to the present invention, said device is a dispenser which can deliver samples of three different kinds of perfume of the same manufacturer, that can be selected by a user. The samples are non-packaged and are sprayed directly onto the hand of a user by means of a nozzle. The dispenser comprises a high resolution display screen of the 'touch screen' type. On the display screen three different 30-second audiovisual presentations related to the three different perfumes that are promoted are shown in an alternating sequence with 5 second intervals. The dispenser furthermore comprises a built-in printer that is suitable for printing, for instance, coupons. When a user has made a selection for one of the three available perfumes, a coupon that is outputted by said printer is impregnated with a substance that emits the scent of the selected perfume. The dispenser is equipped with an infra red sensor that detects the presence of a person that remains within a 1.5 meter range from the dispenser for more than 10 seconds. The persons that are detected this way are counted by the dispenser. For each of the three perfumes promoted by the dispenser, the date and time of every sample that has been dispensed are registered and stored by the dispenser. The dispenser is further equipped with a slot and electronic means which enable insertion of a standard-format chip card into the dispenser, so that data can be stored on the chip card or read from the chip card by the dispenser. The dispenser is additionally equipped with a wireless LAN (Local Area Network) adapter through which a data connection can be established with a local wireless access point that is directly connected to the Internet. To illustrate the operation of the device according to the present invention, we shall assume that the dispenser as described above is located in a cosmetics store. Similar dispensers with similar functions are present in other stores of the chain to which the said cosmetics store belongs. The network of dispensers is managed and maintained by a specialised marketing company on behalf of the manufacturer of the perfumes that are promoted by the dispensers. A potential user approaches the device and touches the display screen that displays said sequence of audiovisual presentations. The audiovisual presentation that is running, is immediately interrupted and a menu is displayed on the screen which offers to the user, for instance, the choices to play each of the three audiovisual presentations or to receive a sample of one of the three perfumes that are promoted by the dispenser. Additionally the user may choose to receive a coupon, printed by the built-in printer, with which he is entitled to receive a considerable price reduction. To receive such a coupon the user has to have a special client card issued by the cosmetics store and has to agree on the fact that upon insertion of his card into the dispenser, his address data and email address are read from the card, and will be used to send promotion and advertising material to the user. In the present illustrative example the user decides first to display the audiovisual presentation in relation to one of the perfumes. To make his choice he uses the touch screen. Secondly he decides to make a choice to receive a sample of the same perfume. He places one hand under a nozzle that is attached to the dispenser, and uses his other hand to make a selection on the touch screen to initiate the sampling. Now a sample of the selected perfume is automatically sprayed onto his hand. Next the user decides to purchase the perfume of his choice, and wants to receive a coupon to make use of the price reduction in exchange for his address data. To achieve this he inserts his cosmetics store client chip card into the appropriate slot in the dispenser and makes a choice on the touch screen to receive a coupon for the selected perfume. The printer starts printing the coupon which is automatically impregnated with a substance that emits the scent of the selected perfume. Upon completion of the printing, the user takes his coupon and proceeds to the cosmetics store counter to purchase the selected perfume.
From the moment the user approached the dispenser until completion of the printing of the coupon, the dispenser has been registering and storing valuable data: the presence of the user was counted, date and time of the dispensing of a sample of the selected perfume were registered and stored in the dispenser and the user's address data was read from his chip card and stored in the dispenser. During closing hours of the cosmetics store and, for instance, daily a computer system of the marketing company that manages and maintains the network of dispensers, contacts the dispenser in question by means of a broadband Internet connection and downloads the data that is temporarily stored in the dispenser concerning the interaction between the dispenser and its users, and specific data concerning individual users of the dispenser. At the same time a new audiovisual presentation may be uploaded to the dispenser, the dispenser may be instructed to print a new message on the coupons, and maintenance data, for instance concerning the number of samples that can still be dispensed before the dispenser has to be refilled may be downloaded.
The device according to the present invention thus provides a powerful solution to establish a stronger link between a marketing image and a promoted product, as well as a solution enabling objective evaluation of the effectiveness of the chosen approach, by proposing a sample dispenser with promotional multimedia capabilities that registers and stores in real-time general and/or user-specific data concerning the interaction between the device and its users, and specific data concerning individual users of the device, whereby the device further comprises electronic means to enable transport of said registered and stored data from the device to a remote location in digital form.
All parts of the described embodiments of the device according to the present invention are commonly available and can be manufactured by using commonly available materials and commonly known production methods.

Claims

Device for commercial promotion of products in liquid, pasty, powdery or solid form, by dispensing samples, packaged or non-packaged, of said product(s) comprising a display screen and suitable for presenting promotional multimedia messages including visual or audiovisual messages to users of the device and to persons in the direct vicinity of the device, characterised by the fact that said device comprises electronic means for registering and storing in real-time general and/or user-specific data concerning the interaction between the device and its users, and specific data concerning individual users of the device, whereby the device further comprises electronic means to enable transport of said registered and stored data from the device to a remote location in digital form.
Device according to claim 1, characterised by the fact that said device at least comprises a Central Processing Unit (CPU) with suitable programming to control operation of the device, as well as electronic memory means with sufficient storage capacity as required for normal operation of the device.
Device according to one or more of the preceding claims, characterised by the fact that said device comprises a printer for printed messages, such as price reduction, make up advice and for a skin analysis.
Device according to claim 3, characterised by the fact that the information carrying medium, paper or otherwise, that is outputted by said printer carries a substance that emits the scent of a product that is promoted by the device, or a scent that is associated with a product that is promoted by the device, into the ambient air.
Device according to one or more of the preceding claims 1 to 4, characterized by the fact that said device comprises input means enabling a user of the device to at least make selections from a menu presented on said display screen and/or to input alphanumerical characters into the device.
Device according to one or more of the preceding claims, characterised by the fact that said device comprises one or more slots and suitable means, electronic or otherwise, enabling insertion by a user of the device of a card-shaped or strip-shaped medium, paper or otherwise, that is upon insertion provided with a substance emitting the scent of a product that is to be promoted by the device, or a scent that is associated with a product that is promoted by the device, into the ambient air.
Device according to one or more of the preceding claims, characterised by the fact that said device comprises sensor means enabling detection of the presence of a person that remains within a predetermined range from the device for a predetermined amount of time.
Device according to one or more of the preceding claims, characterised by the fact that said device comprises means that enable the making of a visual or audiovisual registration of a person that remains within a predetermined range from the device for a predetermined amount of time, and means enabling temporary storage of such visual or audiovisual registration.
Device according to one or more of the preceding claims, characterised by the fact that the device is one of a plurality of said devices that are grouped into a private wired or wireless datacommunications network.
Device according to one or more of the preceding claims, characterised by the fact that said electronic communication between the device and an electronic automated system at a remote location comprises the 'uploading' in a suitable digital data format of visual or audiovisual presentations concerning the product(s) dispensed by the device, the product brand(s) or the product manufacturer(s), from said electronic automated system at a remote location to the device.
Device according to one or more of the preceding claims, characterised by the fact that said electronic communication between the device and an electronic automated system at a remote location comprises the 'downloading' in a suitable digital data format, of data stored in the device concerning the interaction between the device and its users, and specific data concerning the individual users of the device, from said device to said electronic automated system at a remote location.
Device according to one or more of the preceding claims, characterised by the fact that said electronic communication between the device and an electronic automated system at a remote location comprises the sending of command signals and/or messages in electronic form from said electronic automated system to the device that instruct the device to change its operation.
Device according to one or more of the preceding claims, characterized by the fact that the device comprises means that enable storage of data onto a card-shaped data carrier that has been inserted into the device, or read-out of data by the device from a card-shaped data carrier that has been inserted into the device.
Device according to one or more of the preceding claims, characterized by the fact that the device comprises means able to detect insertion of a predetermined payment means.
Device according to claim 13 or 14, characterised by the fact that said payment means or said card-shaped data carrier is a card-shaped medium containing a microchip or a magnetic strip.