GB2382700A

GB2382700A - Retail system and method

Info

Publication number: GB2382700A
Application number: GB0224866A
Authority: GB
Inventors: Anthony Evans; Darren Bastin; Neil Roden
Original assignee: EXCEPTIONAL TRAVEL Co
Current assignee: EXCEPTIONAL TRAVEL Co
Priority date: 2001-10-27
Filing date: 2002-10-25
Publication date: 2003-06-04
Also published as: GB0224866D0

Abstract

A system, network and method for the distribution of packaged intangible products comprising a plurality of display units, each display unit relating to a core package of intangible items, and displaying, containing and/or having associated therewith fixed information concerning the core package, wherein each unit further has a machine-readable unique unit identification, associated with variable information concerning variations of the basic package, which information includes at least information regarding availability of each such variation, stored on a central database, whereby in accordance with the method a user can by scanning the unique unit identifier obtain access to the said database and obtain the said variable information concerning the package. The invention finds particular application in the retail of holiday packages, leisure break packages, entertainment and educational packages where price, location, availability etc can vary but core information about the package is constant.

Description

RETAIL SYSTEM AND METHOD The invention relates to a retail system and method for the sale of intangible products, such as holidays and the like, which are characterised by being packaged for sale with multiple alternatives of limited availability and variable price.

Discussion hereinbelow generally concentrates on the use of the invention in relation to holidays, where the advantages of the invention are particularly marked, but it will be understood that the invention could be applied to other intangible packaged items where similar considerations apply, and references to holidays should be construed accordingly.

Holiday packages, leisure break packages, and entertainment and educational packages of various types are frequently offered for sale, distribution or use on the basis that a particular core package item, such as a basic holiday, general activity or the like, is offered on a number of alternative dates, locations etc, with fixed availability, and frequently at prices varying in accordance with date or location or as a function of demand/availability etc. For example, a particular holiday package of a given duration at a given identified accommodation site (or alternatively merely identified for instance by resort or general destination) is typically offered on a range of departure dates, and optionally further alternative departure times and/or departure sites.

Availability for any given combination of activity, venue, date etc. will be limited. In practice a number of limiting factors will potentially affect the availability of a particular combination. For example, in the case of holidays, the critical limiting factor for a particular packaged combination might be availability of outward or return transport, availability of the accommodation

in resort, or availability of some other critical item in the resort, such as a particular activity or the like forming a necessary part of the package. In consequence, the process of determining whether a particular combination package is available to a customer is a necessarily complex one, depending not on some notional availability of the precise package combination itself, but on some actively managed assessment of the availability of all of the necessary elements making up the package desired by the customer. As a result, relatively complex database systems have evolved allowing this assessment of availability to be made for any given package on a real time basis. The growth of distributed network technology has enabled this to be made available to point of sale agents and, increasingly, to individual users through the Internet.

Buying holidays or breaks, be they a late deal or an early booking, can be complex and time consuming for the customer, and often inefficient for the retailer or operator. Given the complexity of these travel products it is difficult to simplify the process to an extent that empowers customers to make buying decisions without the assistance of an adviser. Conventional distribution and sales techniques do not necessarily exploit the full potential of this technology.

Classically, package holidays, activity breaks and the like have been offered for sale in accordance with two underlying principles.

The first, and primary means of presenting a holiday to the customer has been on a brochure basis. A brochure lists holidays by resort and accommodation.

A customer selects a desired holiday, selects preferred departure points and dates, and makes an availability request. Assuming there is remaining availability the booking can be completed. Brochures provide a wide and varied range, but with consumers increasingly booking their holidays and breaks in closer to their date of departure, much of the content is not applicable due to non availability or inadequate accommodation type. Thus,

the brochure becomes increasingly ineffective, and is often unavailable at this late stage.

A second method, particularly in relation to late availability bargains, sees package holidays offered on a specific package basis in which the customer is not given alternatives. To promote products that remain available in the lates market, retailers continue to use the'hand written'window card, which provides the details for a specific locations for a specific departure date. Retailers face many problems with this form of window display from both Trading Standards Officers who regularly check the availability of promoted holidays, and disgruntled customers who are frustrated when they find that the holidays advertised in the window are not available.

Neither of these traditional sales systems takes full advantage of the flexibility of modem distributed networks, by enabling a potential customer to browse through available holidays, for example to obtain availability and pricing information directly, and thus perhaps to compare alternatives. Such activity has traditionally been possible only to a limited extent by making use of the services of a point of sale agent using an agents'terminal, or more recently by use of the Internet. Neither alternative is ideal. In particular, neither alternative allows a potential customer to browse at leisure in the way that a conventional array of brochures or like literature might. Internet sources do not have universal market penetration, and many customers prefer more conventional information sources and booking procedures, particularly in relation to higher value purchases.

The advantages and disadvantages of conventional sales methods can thus be summarised in the table below.

Advantages Disadvantages browsing a. Provides a wide variety of. The extent of the variety brochure options, from a range of means that it can be departure points. difficult to choose.

'Can provide detailed. The cost of producing information about hotels, brochures is high, and the resorts and much more. current ratio is 48 . Contains extensive terms brochures produced to and conditions. each passenger booked.

'Correct brochures are not always available. prompting. Has become synonymous. Provides information for from with the consumer as one location on one date window means to find a late deal. only. displays. Prompts the consumer to. Often sold before removed act and generates store from window leading to traffic. customer dissatisfaction.

. Time consuming to prepare an manage and often of untidy appearance. advice. Personal attention given to * Sometimes difficult to given by a customer. speak to a consultant at consultant. Ability to question and peak times. filter to most suitable. Process is time consuming options. and often ineffective for . Creates relationship. both retailer and customer.

It is an object of the present invention to provide a system and method for the distribution for example by sale of intangible packaged items such as above described which provides an alternative to the conventional systems described above.

It is a particular object of the present invention to provide a system and method of distribution, in particular by sale, of such items which combines at least some of the advantages of customer access to a distributed network

comprising availability information with at least some of the advantages of traditional booking methods using brochures, prospectuses and the like.

It is a particular advantage to provide an alternative and user-friendly system and method for the sale of package holidays, packaged leisure activities and the like which confers such a combination of advantages.

Thus, in accordance with the invention in its broadest aspect a system for the distribution of packaged intangible products comprises a plurality of display units, each display unit relating to a core package of intangible items, and displaying, containing and/or having associated therewith fixed information concerning the core package, wherein each unit further has a machinereadable unique unit identification, associated with variable information concerning variations of the basic package, which information for example includes at least information regarding availability of each such variation, stored on a central database, whereby in use a user can by scanning the unique unit identifier obtain access to the said database and obtain the said variable information concerning the package including for example at least the said availability information.

Reference herein to a packaged intangible product is to a product comprising a number of distinct and in principle separable elements which are independently provided and/or have independently determined availability, but which are intended to be provided to a user in the form of a single intangible packaged product at the point of distribution or sale. Particular reference is made to package holidays, where the packed intangible product incorporates for example flight, transfers, accommodation in resort, activities in resort etc., all of which have an independent availability, but where the intention is to offer a customer a product comprising a combination of such items. Other

products which might be packaged and distributed in this manner include leisure breaks and other leisure activities, educational programmes, and any other such combinations of intangible items which might conveniently be offered to a user or customer in package form. Where, by way of example, reference is made to items making up a holiday package, it will be appreciated that the application of the invention to other items in other packages would also be appropriate.

In practice in use a potential customer is first attracted to the display unit itself, for example on display at point of sale. The display unit may comprise a brochure, leaflet, display card, poster, book, box or other artefact, or part thereof, which displays basic details about the core packaged product, for example in the case of holidays the basic holiday package, in any suitable manner. In particular, display might be in the form of pictures and writing on a visible surface of the unit in conventional manner. However, the invention would also lend itself to further information being conveyed by audio means or other visual means, for example in the shape or design of the unit itself, by means of more detailed information contained within a unit, for example in the form of a box or other container etc.

The potential customer performs a coarse sift of the available holidays by examining the display units, which thus perform a generally similar function to brochures or the like in a conventional sales system, and can be arrayed at the point of sale suitably sorted for convenience, for example by destination (geographically or by type), holiday or activity type, departure point etc. to assist a potential customer in making the initial coarse selection.

However, the particular advantage of the invention is that having made such a coarse selection in essentially conventional manner, for example in a travel

agent's shop, or other non-travel retail outlet, the user is able to make preliminary enquiries concerning at best availability, and thus to browse a range of holiday options at leisure. This can be more without the intervention of a traditional consultant.

In a preferred embodiment, the variable information comprises also at least information concerning price for each variable option for which there is remaining availability. In this way, a potential customer is able to make simultaneous real-time price and date comparisons, giving even greater flexibility of choice.

The system in accordance with the invention offers significant advantages over conventional, brochure-based booking. In the conventional case, the user makes a decision on all details of the holiday, and then makes an availability check. At best, the user requires the services of a point of sale consultant to check alternatives in the vicinity of that original decision. By contrast, in the present invention, the user is enabled to perform such coarse and detailed searching before making a decision on booking. Again this can be done at point of sale without a consultant, the system thus being appropriate to both travel and non-travel retail locations.

Each unit carries a unique unit ID which is machine readable. This may take any suitable form, and is for example a magnetic strip, an electronically readable chip, an optically readable patterned portion etc. In a particularly preferred embodiment, in that readers for such a marking are most widely available, the unique identification is contained on an optically readable barcode for example on a face of each unit.

Preferably the system further comprises at least one reader for reading the unique identification markings on the units, in the preferred embodiment being an optical barcode reader.

Preferably, the reader further comprises or is associated with or adapted for data exchange and use with a means to interrogate the database and retrieve the information concerning the unit, for example comprising means to transmit the unique identification number, and means to receive variable information stored on the database associated therewith. The database is conveniently provided on a remote data store, for example in data communication via a distributed network.

Preferably, the system also comprises display means, for example in the form of visual, audio or other display means, to display the retrieved information to the user.

In one embodiment, the unit itself merely comprises an advertising unit intended to display details about the packaged item and to encourage custom.

For example, the unit comprises a leaflet, card or the like presenting on a face or faces thereof basic information about a general holiday package, for example relating to specific accommodation or a specific resort, and wherein the unique unit identification number gives access to further information concerning the basic package including at least availability and price information for different dates.

In an alternative embodiment the unit comprises or includes a ticket for the packaged item, whereby purchase of the unit gives a right to the packaged item, for example the holiday or packaged activity, subject to availability and

optionally within a fixed time period. Thus, a customer might purchase such an item, perhaps for use at a future date yet to be decided or as a gift etc., and donor or recipient may then use the unique identification marking subsequently when making a specific booking to take advantage of the package.

In this latter embodiment in particular, the item may comprise a second marking comprising a unique authentication code enabling a user having established availability in the manner above described to make a definitive booking in real-time on the availability database.

In accordance with a further aspect of the invention a network to facilitate the distribution for example by sale of packaged intangible products comprises a central database in data communication with a plurality of remote sites on a distributed network, each remote site being provided with a set of units as above described, and at least some sites provided with at least one reader adapted to read the unique identification numbers on each unit and to retrieve information concerning the unit identified thereby from the database, and at least one display means to display the retrieved information. Preferably, each site has a reader and display, but some applications might be envisaged where core outlets only have full unit sets and readers/displays, with secondary outlets just having a few units. Preferably, some or all distributed sites further comprise means to access the database to make a booking thereon in real-time of a packaged item displayed on the display means.

In accordance with a further aspect of the invention in its broadest aspect there is provided a method for the distribution of packaged intangible products comprises providing a plurality of display units each relating to a core package of intangible items such that each such display unit displays contains or has

associated therewith fixed information concerning the core package, and each unit is further provided with a machine-readable unique unit identification ; storing variable information concerning variations of each basic package, including at least information regarding availability of each such variation, on a central database, in a manner such that data associated with each package is linked to a unique identification corresponding to the appropriate unique unit identification; displaying a plurality of units together in a manner accessible to potential users for example as a point of sale display; providing a scanner and reader in data communication with the central database such that a user can by scanning the unique item identifier obtain access to the said database and obtain the said variable information concerning the package including at least the said availability information.

The method is in particular a method of providing a point of sale display for the sale of such products, and conveniently comprises providing a plurality of units at one or more outlet sites, providing at least one scanner and reader at such an outlet site for use by any users, storing central database information on a remote central data store and providing means to interrogate the database, in particular integral with the scanner, at each user site. This allows users at a plurality of sites, for example a plurality of retail sites, to access the central database for availability and price information and the like without the intervention of a consultant.

Other preferred features of the method will be understood by analogy with the foregoing.

The invention will now be described by way of example only with reference to the figure 1, which illustrates a particular embodiment of the invention in relation to package holidays.

Figure 1 shows an example index card for a particular holiday package. In practice an array of these will be provided essentially as an alternative to a traditional brochure.

All the various elements of the system come together to allow customers or sales advisers to easily find a holiday or break that matches their requirements.

This can then be followed by express checking of the availability, and completion of the sale/purchase transaction. The system can be implemented within a conventional travel store, or within other'non travel'retail stores.

The system is designed specifically to alleviate the problems noted above, and to expand the potential channels of distribution. The system encompasses three key elements. These being :-

Product Cards : Descriptive cards that can relate to a resort, a type of holiday, or a specific accommodation.

Identification process: application of bar codes for product or resort identification.

Express Scanning: software product that allows the customer or adviser to insert the card into a bar code scanning device, and allows them to immediately access availability, price and other information relating to the product card. The same code can be used from a remote location by using a website or call centre.

The system is based upon the application of cards to display individual properties, specific resorts or holiday types. The cards contain a bar code which, when entered into a bar code reader or passed over a scanner, will then display information relating to that particular card.

If the card is a resort information card, scanning the card will then display properties in the resort from which to choose. It can give price and/or availability information on these options. It can also display further information and allow access to photographic and video content.

If the card is a'holiday type'card, it will display available options for that type of holiday. An example of this could be sailing. The card will give the basic details about sailing holidays and what they involve. Scanning the card will then display variable information about such a holiday. This might include specific options and prices on this type of holiday on a screen and/or the availability and price details for that individual holiday option package, together with any further information.

The example given in Figure 1 shows a card for an individual property. The card has two sides, a front side (A) and a rear side (B). Each individual card in such a system will display the following :- o The operator (2). o The hotel and resort name, the duration, the number of people and the departure airport (or details of other form of transport if applicable) (1). o Picture of the hotel (4). o Detailed information on the hotel including location, facilities and dining (3). o Detailed information on the resort and comments on it's suitability for certain groups (5). o The unique identifier bar code (6).

It is envisaged that the cards will be displayed in wall mounted racking or free standing units and can be categorised in various ways, eg, primary signage

above section'summer this year', secondary signage within section, couples, families, young and lively, etc.

Customers can browse the cards and choose a number of suitable cards. They can then take the cards to a scanning device and view the availability and price on screen, or alternatively can take them to an adviser where the same process can be effected. The system will also facilitate for travel sales to be generated in'Express'type stores, which essentially could be unmanned, and in non conventional travel stores. This can relate specifically to lifestyles by partnering with a main grocery store, sports stores, coffee outlets, etc.

If the card is taken away from the store or display stand, the customer can then effect the same process of accessing information via the web or call centre.

Thus if the customer chooses not to complete a search within the store and has taken the card home, they can access a website and enter the bar code number to check the availability and price. Alternatively they can telephone a contact centre, and again quote the bar code number.

The advantages of the system are as follows :- * Creates a differentiated means by which to promote and sell breaks and holidays, and a reason why the customer would choose to visit the store over a competitor. The process is attractive for both the lates market, and promotion of early booking.

Provides the retailer/operator with a means to directionally promote specific properties and resorts.

Simplifies the buying process for the customer, in that they can quickly focus on properties and locations, which meet the required criteria.

* Potentially allows the customer to move to an informed choice without the direct involvement of an adviser.

'Reduces the dependence on the individual advisers knowledge by providing a support in dealing effectively with enquiries, eg, specific resort... use the resort card... specialist holiday... use a card from the specialist section, etc.

* Increases the potential frequency of visits and the dwell time in the conventional travel store.

* Reduces the time spent with an adviser.

'Cost effective in comparison to brochures, and could reduces the dependency of brochures to effect a sale. In the medium term this should result in a reduction in the brochure to passenger ratio.

. Opportunities for driving sales with flash over stickers, eg, this weekend f 169.

'In the absence of brochures the cards provide a means by which to recommend and sell products.

'The cards allow specific operators can create awareness of brands and products.

* Opens opportunities for specific'late deals'marketing activities.

'Creates a differentiated means to promote early bookings.

. Potential to create a'swatch type'packages of cards for adviser/customer use.

* Opens the opportunity for the creation of different store layouts with products providing compelling reasons for the customers to use newly designed areas.

. Potential to integrate within non conventional travel stores, eg, leading grocery superstores, sports stores, coffee stores, etc.

In the background is the software package which is essentially a database driven search and display product. Having read the bar code and derived the unique identifier the system will then search the database for information associated with that product identified by the identifier and return a whole range of information to the display screen. This can be a specific database for the products or backing into an existing system such as viewdata.

The industry recognises the changing patterns of exactly how consumers are buying travel products, and also accepts that there are inefficiencies relating to existing retail operations and distribution. The experience for the customer is very average when compared to other service and retail sectors, and the result of this is a low perception of the industry in the eyes of the general public.

The challenge for the industry is to improve the experience for the customer, increase the overall efficiency of retail operations, and for operators to integrate a unique approach, which effectively gives a greater directional control of product sales.

The system will impact on all three of these key challenges, and widespread adoption and exclusivity could provide the basis of a significant advantage for a key player within the industry.

A variation is provided by a second example described hereinbelow. In this example, the product is intended to take the form of a package such as a box.

Information is displayed on the surface of the box. This may include information similar to that illustrated in Figure 1, but is not likely to go into the same degree of detail. Primarily, the function of the display provided on the surface of the box is an advertising one, to encourage a sale of the packaged product. Further information may be provided within the box. In

addition, other items may be provided within the box, for example guides, tickets and information relating to activities in resort.

The purpose of packaging the product in this way is to simplify and fully package the entire product, thus allowing the consumer to make an immediate decision on purchase without intervention of a third party. The product is thus provided in an attractively packaged box of a design usually associated with FMCG products. The exterior of the box clearly displays the nature of the product, whether holiday, short break, leisure package or the like, and all the component parts. This might for example include the destination, the method of travel, the accommodation, the available dates, the price, the number of persons and any other relevant information relating to that package.

In this instance it is intended that the product price is a fully inclusive price covering all the noted items. The side, rear and top of the box may provide other detailed information relating to the product, a listing of the contents of the box, and sponsored areas which may be taken by companies with a relevant interest in that specific holiday destination or other product.

The contents of the box will also provide unique components that relate to items useful in relation to the holiday or other product, for example which would normally require pre-planning prior to departure or on arrival. This might include specific suggested itineraries, guide books, and other specific recommendations.

In this example it is intended that the purchase of the box within a retail environment would constitute purchase of the packaged product. A firm booking may be made at the point of purchase, based on an availability check in accordance with the principles of the invention, or may be made

subsequently. For example, the box may be purchased as a present allowing the recipient to make the firm booking. The purchase of the box within a normal retail environment would be completed by way of scanning the relevant bar code and issue of an authorisation at the point of sale. The authorisation would provide management and control of all infrastructure related factors including reservation confirmation, security, stock control, automated ordering and customer relationship.

The above two examples are illustrative only of the potential of the invention which lies in allowing packaged products such as holidays to be made available in convenient and user-friendly manner by allowing users to obtain basic availability and other information at a point of sale or remotely without intervention of an expert consultant.

Claims

CLAIMS 1. A system for the distribution of packaged intangible products comprising a plurality of display units, each display unit relating to a core package of intangible items, and displaying, containing and/or having associated therewith fixed information concerning the core package, wherein each unit further has a machine-readable unique unit identification, associated with variable information concerning variations of the basic package, which information includes at least information regarding availability of each such variation, stored on a central database, whereby in use a user can by scanning the unique unit identifier obtain access to the said database and obtain the said variable information concerning the package including at least the said availability information.
2. A system in accordance with Claim 1 wherein the variable information further includes at least information concerning price for each variable option for which there is remaining availability.
3. A system in accordance with Claim 1 or 2 wherein the packaged products are package holidays or leisure breaks.
4. A system in accordance with Claim 3 wherein the fixed information includes information concerning some or all of the following: holiday destination, holiday resort, specific holiday accommodation, holiday type, accommodation type, in-resort activities, departure airports and the like.

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5. A system in accordance with any preceding claim wherein the machine readable unit identification comprises a magnetic strip, an electronically readable chip or an optically readable patent portion.
6. A system in accordance with Claim 5 wherein the unique unit identifier comprises an optically readable bar code.
7. A system in accordance with any preceding claim further comprising at least one reader for reading the unique identification markings on the units.
8. A system in accordance with Claim 7 wherein the reader further comprises or is associated with or adapted for data exchange and use with a means to interrogate the database and retrieve the information concerning the unit, for example comprising means to transmit the unique identification number, and means to receive variable information stored on the database associated therewith.
9. A system in accordance with any preceding claim further comprising display means, for example in the form of visual, audio or other display means, to display the retrieved information to the user.
10. A system in accordance with any preceding claim wherein the unit comprises or includes a ticket for the packaged item, whereby purchase of the unit gives a right to the packaged item, for example the holiday or packaged activity, subject to availability and optionally within a fixed time period.

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11. A system in accordance with any preceding claim wherein the unit comprises a leaflet, card or the like presenting on a face or faces thereof basic information about a general holiday package, for example relating to specific accommodation or a specific resort, and wherein the unique unit identification number gives access to further information concerning the basic package including at least availability and price information for different dates.
12. A network to facilitate the distribution for example by sale of packaged intangible products comprises a central database in data communication with a plurality of remote sites on a distributed network, each remote site being provided with a set of units in accordance with any preceding claim, and at least some sites being provided with at least one reader adapted to read the unique identification numbers on each unit and to retrieve information concerning the unit identified thereby from the database, and at least one display means to display the retrieved information.
13. A network in accordance with claim 12 wherein each distributed site further comprises means to access the database to make a booking thereon in real-time of a packaged item displayed on the display means.
14. A method for the distribution of packaged intangible products comprises providing a plurality of display units each relating to a core package of intangible items such that each such display unit displays contains or has associated therewith fixed information concerning the core package, and each unit is further provided with a machine- readable unique unit identification; storing variable information concerning variations of each basic package, including at least

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information regarding availability of each such variation, on a central database, in a manner such that data associated with each package is linked to a unique identification corresponding to the appropriate unique unit identification; displaying a plurality of units together in a manner accessible to potential users for example as a point of sale display; providing a scanner and reader in data communication with the central database such that a user can by scanning the unique item identifier obtain access to the said database and obtain the said variable information concerning the package including at least the said availability information.
15. The method in accordance with Claim 14 adapted for providing a point of sale display for the sale of the said products, comprising providing a plurality of units at one or more outlet sites, providing at least one scanner and reader at such an outlet site for use by any users, storing central database information on a remote central data store and providing means to interrogate the database, in particular integral with the scanner, at each outlet site.