Abstract:
Provided is a method for converting a generic system into a specifically-branded system after the sale of an item. The method alleviates a supplier&#39;s inventory burdens by allowing the supplier to inventory generic items, rather than items specifically branded for a particular retailer. The items may be branded with the selling retailer&#39;s logo or indicia after the sale of the item. Furthermore, the item may be associated with a customer service system, which may also be branded with the selling retailer&#39;s logo after the sale of the item. The conversion of the item and customer service system from a generic item and system into a specifically-branded item and system may foster the relationship between the supplier and retailer and entice the retailer to maintain the relationship with the supplier.

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
       [0001]    Not Applicable 
       STATEMENT RE: FEDERALLY SPONSORED RESEARCH/DEVELOPMENT 
       [0002]    Not Applicable 
       BACKGROUND 
       [0003]    The present invention relates generally to an inventory management and customer support method, and more specifically to a method and system of converting a generic customer service system into a specifically-branded customer service system. 
         [0004]    Today&#39;s marketplace is generally considered to be dynamic, meaning that it routinely changes and evolves. New companies regularly enter the marketplace, while other companies experience failure and eventually terminate their operations. The changes to the marketplace may be prompted by a variety of factors, including technological advances, changes in economic conditions, or other competitive causes. Given the constantly changing landscape in the marketplace, it is important for most businesses to monitor the marketplace and respond accordingly. 
         [0005]    Businesses have long been concerned with finding ways to increase sales, reduce overhead, provide greater customer value to their products and enhance customer loyalty. Balancing those goals in highly competitive marketplaces require foresight, adaptability, innovation, and responsiveness to customer needs. 
         [0006]    Maintaining proper inventory requires that a company have sufficient inventory available to meet customer demands, while limiting overstock to avoid unnecessary storage costs. Excess unsold inventory may ultimately need to be discarded, or sold at some substantially reduced price. The problems associated with such excess inventory are particularly significant where products are private labeled for a particular customer. While such private labeling may be useful to increase customer satisfaction and customer loyalty, such private label merchandise can typically only be sold to a single customer, in its original condition. While such products can potentially be modified for resale with a different “skin”, such modifications are typically expensive, time consuming and may leave little profit from sales of the articles. 
         [0007]    As such, businesses are continually searching for ways to make products more attractive to their customers, enhance the value of the products to the customers, while at the same time enhancing a supplier&#39;s sales and increasing its inventory flexibility. The present invention is directed to a method and system which achieves these and other goals and objectives primarily with respect to automotive tools marketed through various private label retailers. The invention described herein allows a supplier to provide retailers with private label automotive tools that are useful for automotive diagnostic functions, with certain of the functions being implemented via websites which can be customized to incorporate the identity of the retailer, and offer custom functions selected by the retailer, while allowing the tool to be of a more generic construction. Among the functions the website may offer are custom retailing and advertising functions which may be linked to the private label customer&#39;s own website, to provide additional value to the private label retailer. Third party advertising and retail sales functions may also be implemented via the private label customizable website, which can provide further revenue and value to the private label customer, with little or no cost or drain upon any resources of the private label customer. As such, the invention allows a private label supplier to offer tools that can be customized to the needs and preferences of retailers with little or no physical modifications that would minimize unique inventory requirements. Further, the system provides a readily customizable website that enhances the value to the customer, enhances additional sales and profits to the retailer and promotes retailer loyalty to the tool supplier. The unique combination of system components and business functions thereby provides advantages to both the supplier and private label retailer, which are described in further detail below. 
       BRIEF SUMMARY 
       [0008]    There is provided a method for converting a generic system into a specifically-branded system after the sale of an item. The method alleviates a supplier&#39;s inventory burdens by allowing the supplier to inventory generic devices which can be sold to a plurality of private label retailers in the same, or substantially the same physical form. The devices may be associated with a unique customer service website associated with a specific private label retailer. The customer service website may be a branded implementation of a website operated by the supplier to support functionality of the device and to allow for customer access to ancillary information, products and services. The conversion of the device and customer service system from a generic device and system into a specifically-branded device and system may be implemented with little or no hardware changes. Further, the cost of the customer service website may be distributed over similar, different branded products marketed by the supplier, allowing the supplier to provide enhanced product functionality at a lower cost to the retailer, thereby fostering the relationship between the supplier and retailer. Moreover, the prospect of sharing in additional, ongoing revenue from advertising and sales on the website further enhances advantages to both the supplier and the retailer, further promoting an ongoing customer relationship. 
         [0009]    According to one embodiment, the method includes a step of providing an electronic device for sale by at least one retailer, and providing a customer service website associated with the electronic device. Software may also be provided with the electronic device, or within the electronic device, to configure a computer to interface the electronic device to a customer service website on the World Wide Web. The electronic device, associated software, and/or the customer service website is initially configured to allow the customer to select identification indicia associated with the retailer from which the electronic device was purchased. After the retailer is selected, the system operates to retain the selling retailer association with the electronic device, and to display identification indicia associated with the selling retailer. In future use the electronic device and/or the customer service website will display indicia associated with the selling retailer without the need for repeated selection by the end user. 
         [0010]    The website may be functionally duplicated for each private label retailer selling the electronic device. Another website may be provided for the supplier, to support the supplier&#39;s sales of similar products under its own brand. 
         [0011]    In an alternate implementation the system and method may operate using a single website, having alternate skins that correspond to each selling retailer. The skin selection may proceed as indicated above. Whether a single website or multiple websites are used to implement the invention, the basic functionality of the website may remain the same, subject to the selection of customizing features, such as links to the selling retailer&#39;s primary website and links enabling the sale of third party goods or services by the end user. 
         [0012]    Another implementation may incorporate the use of a kiosk to interface the electronic device with a local database, or a remote database (private label or supplier branded) accessible by the World Wide Web. Again, the display on the electronic device and/or kiosk screen may be customized in the manner described above. In each implementation the customized display may allow an end user to purchase additional products or services. 
         [0013]    The system and method allow the selling retailer and supplier to allocate income derived from such additional products or services, such that the supplier and selling retailer may each benefit from such purchases. For example, where the end user desires to purchase additional diagnostic services provided by the supplier, the user may be linked to the supplier&#39;s website (which may or may not be supplier branded), and the selling retailer may receive some payment or commission from that purchase. Similarly, where the user desires to purchase some further product or service from the retailer, e.g. a replacement part and/or repair service, the user may be linked to the selling retailer&#39;s own website, and the supplier may receive some payment or commission for such linkage and/or purchase. The supplier and selling retailer may also share in income derived from third party advertising as well as the links to purchase of products or services from third party retailers. The supplier and selling retailer may similarly share in proceeds of third party paid adverting on a website or kiosk. 
         [0014]    Accordingly, the present invention provides a system and methodology that facilitates the sale and operation of private label electronic device using a database that may be external to the electronic device itself. The electronic device and/or an associated display on a remote website or kiosk may be customized to reinforce the brand of the selling retailer or supplier. The display features may further be customized to allow for additional commercial activity that provides additional economic benefits to the supplier and selling retailer. Moreover, the use of an electronic device that is either identical or substantially similar to those sold under multiple brands reduces the need for a supplier to maintain large inventories of electronic devices uniquely associated with a single private label retailer, while allowing the product to operate in a manner that uniquely identifies an individual selling retailer. 
         [0015]    The method may further include providing an electronic device having a digital display that may be configured to display the selling retailer logo or indicia after the sale of the electronic device. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0016]    These and other features and advantages of the various embodiments disclosed herein will be better understood with respect to the following description and drawings, in which like numbers refer to like parts throughout, and in which: 
           [0017]      FIG. 1  is a schematic diagram of a first embodiment of a system of branding a customer service system after the sale of an electronic device; 
           [0018]      FIG. 2  is a schematic diagram of a second embodiment of a system of branding a customer service system after the sale of an electronic device; 
           [0019]      FIG. 3  is a schematic diagram of the websites included in the customer service system depicted in  FIG. 1 ; 
           [0020]      FIG. 4  is a schematic diagram of a base website having a plurality of skins for use with the customer service system depicted in  FIG. 2 ; 
           [0021]      FIG. 5  is a schematic diagram of a first embodiment of a kiosk based system of branding a customer service system after the sale of an electronic device; and 
           [0022]      FIG. 6  is a schematic diagram of a second embodiment of a kiosk based system of branding a customer service system after the sale of an electronic device. 
       
    
    
     DETAILED DESCRIPTION 
       [0023]    The detailed description set forth below in connection with the appended drawings is intended as a description of certain embodiments of the present disclosure, and is not intended to represent the only forms that may be developed or utilized. The description sets forth the various functions in connection with the illustrated embodiments, but it is to be understood, however, that the same or equivalent functions may be accomplished by different embodiments that are also intended to be encompassed within the scope of the present disclosure. It is further understood that the use of relational terms such as first and second and the like are used solely to distinguish one from another entity without necessarily requiring or implying any actual such relationship or order between such entities. 
         [0024]    Referring now to the drawings, there is depicted a method and system of converting a generic customer service website into a specific customer service system associated with a selling retailer after the sale of an electronic device  12 . The supplier of the electronic device  12  may offer a customer service website which compliments the electronic device  12 . An exemplary electronic device  12  is an automotive scan tool (i.e., electronic device) which retrieves Diagnostic Trouble Codes from a vehicle. The supplier of the automotive scan tool may offer a diagnostic analysis service to the consumer of the automotive scan tool for interpreting the Diagnostic Trouble Codes downloaded from the vehicle. The method and system may be used to brand the electronic device  12  and/or the customer service website with a graphic interface, i.e., retailer indicia or logos, after the sale of the electronic device  12 . Therefore, when a retailer consumer uses the device  12  and the customer service website, the selling retailer logo may appear on the device  12  or the customer service website. 
         [0025]    The retailer may benefit from the method and system because of an increased exposure of the retailer&#39;s logo and branding to the retailer consumer, which may strengthen the retailer-consumer relationship. In addition, downstream revenues may be generated from sales of related goods and services offered by the retailer, as described in more detail below. 
         [0026]    The supplier may benefit from the method and system by creating the above-mentioned benefits for the retailers. When the retailers benefit from the method and system, the retailer will be encouraged to continue dealing with the supplier, and as such, the relationship between the supplier and retailer will be strengthened. The method and system may also mitigate inventory management burdens for the supplier. Traditionally, the supplier would keep an inventory of specifically branded devices for sale by respective retailers. For instance, the supplier may offer a model X device, which may be offered for sale by ABC retailer and XYZ retailer. The supplier may have inventory of an ABC branded model X device, and an XYZ branded model X device for sale by the respective retailers. The method described herein may be used to allow the supplier to inventory a generic, or substantially generic device (i.e., one that may be sold by ABC retailer or XYZ retailer), and branded with the respective retailer logo or indicia after the sale of the device. As such, even where product is initially intended to be sold to one retailer, the product can be sold to another retailer, e.g. in the case of overstock or returns, with little or no change to the product. 
         [0027]    A general description of one embodiment of the method is as follows. A supplier produces a generic electronic device  12  for sale by a plurality of retailers. The supplier receives an order from one of the retailers, and ships the electronic device  12  to the retailer. The electronic device  12  is adapted for use with a customer support website, which may be accessed via the Internet  14 , or through other similar network communication means. A retail customer, i.e. end user, purchases the electronic device  12  from the selling retailer and completes a registration process which brands the electronic device  12  and/or customer service website with the selling retailer&#39;s graphic interface  16 , which may include indicia or logos. For instance, the logo  16  of the selling retailer may be displayed on a customer service website (i.e., a private label website) associated with the selling retailer. As used herein, the selling retailer is the respective one of the plurality of retailers that purchases the device  12  from the supplier. Therefore, the registration step customizes the operation and appearance of the electronic device  12  and/or the website to make them private label retailer specific. The registration process need only be implemented during the initial use of the electronic device  12 . In future use the electronic device  12  will automatically display the selling retailer&#39;s graphic interface without the need for any identification of the selling retailer. With the basics of the method being described above, the following provides a more detailed description of the method. 
         [0028]    The method is initiated by connecting the electronic device  12  to a computer  20 , either through wired communication or wireless communication. For wired communication, a cable may be used to connect the electronic device  12  to the computer  20  (i.e., through a USB port). To achieve wireless communication, the electronic device  12  and computer  20  may be equipped with a wireless communication device capable of BLUETOOTH communication, RF communication, infrared communication, or other wireless communication known by those skilled in the art. 
         [0029]    After the communication link between the electronic device  12  and the computer  20  has been established, a registration process may be commenced. A registration program may run on the computer  20  to guide the retailer customer through the registration process. In one embodiment, the registration program, i.e., software, may be packaged and sold with the electronic device  12  (e.g., on a separate disk), and may be installed on the computer after the sale of the device  12 . In another embodiment, the registration program may be stored within a memory unit on the electronic device  12  and downloaded from the electronic device  12  to the computer  20  upon initial connection of the electronic device  12  to the computer  20 . In yet another implementation, the registration program may be accessible for download from the Internet  14  from a registration website. 
         [0030]    The registration program guides the retailer customer through a registration process to correlate the electronic device  12  with the selling retailer&#39;s private label website. The retailer customer is asked to enter retailer data, such as the name of the selling retailer or a code associated with the selling retailer, into a field displayed on the computer  20  or on the device  12 . Alternatively, the computer  20 , website, or device  12  may display a drop-down list from which the retailer customer may select the selling retailer. The retailer data entered by the retailer customer is matched with data contained within a registration database  22 . The registration database  22  includes a plurality of retailers and the electronic addresses (i.e., websites) associated with each retailer. The registration database  22  may be downloaded onto the computer  20  with the registration program, as discussed above. The retailer data received from the retailer customer is cross-referenced with the data contained within the registration database  22 , to determine the selling retailer website associated with the electronic device  12 . 
         [0031]    The selling retailer website address is stored in a registration memory unit  24  along with a unique electronic I.D. associated with the electronic device  12 . The registration memory unit  24  may be located within the computer  20  (i.e., on the computer&#39;s  20  hard drive) and accessed when the device  12  is connected to the computer  20 . Alternatively, the registration memory unit  24  may be located on the device  12  (e.g., on the device&#39;s hard drive) and accessed upon connection of the device  12  to the computer  20 . In another embodiment, the registration memory unit  24  is located remotely from the computer  20  and the device  12 . For instance, the registration memory unit  24  may be stored on a website accessible via the Internet upon connection of the device  12  to the computer  20 . 
         [0032]    Upon subsequent connection of the electronic device  12  to the computer  20 , an initiation signal containing the unique electronic I.D. is sent from the electronic tool  12  to the registration memory unit  24 . When the initiation signal is received by the registration memory unit  24 , the unique electronic I.D. is matched with the data stored in the registration memory unit  24  to retrieve the selling retailer website. The computer  20  may be programmed to automatically launch the selling retailer website upon retrieval thereof, or to prompt the retailer customer as to whether the selling retailer website should be launched. As such, the registration process need be implemented only a single time. When the electronic device  12  is again used, the graphical interface associated with the selling retailer may be automatically displayed on the electronic device  12 , or any associated computer or kiosk. Similarly, the user would automatically be directed to a website having a graphic interface identifying the selling retailer which was previously selected. 
         [0033]    In an alternative implementation of the present invention, identification of the selling retailer may be implemented without input from the end user. In one such embodiment, the supplier may note the serial number or other identification information of electronic devices  12  being shipped to a particular selling retailer, e.g. by scanning bar codes on shipment boxes which can be correlated to specific electronic devices  12 . Data correlating the selling retailer with the specific electronic devices  12  can then be loaded to a server supporting a generic website accessible by the electronic device  12  or supporting software. Upon accessing the website the specific electronic device  12  may be identified, (e.g. by serial number included in the data stream), and correlated to a particular selling retailer, causing launch of the graphic interface associated with that selling retailer independent of input from the end user. 
         [0034]    In yet another embodiment, information specifically identifying the selling retailer may be embedded in the electronic device  12 , or an accompanying program disk, prior to sale. That information can operate to direct an initial linkage to the selling retailer&#39;s private label website. Alternatively, the information may be uploaded to a generic website that operates to display the selling retailer&#39;s identification on a private label graphic interface, or on a dedicated private label website associated with the selling retailer. 
         [0035]    As noted above, the registration process may also be used to brand the electronic device  12  with the selling retailer logos or indicia. It is contemplated that the electronic device  12  may include a digital display  18  (see  FIGS. 1 and 2 ) for displaying data to a user. A digital file including the selling retailer&#39;s logo may be downloaded from the computer  20  to the electronic device  12  for depiction on the digital display  18 . The digital file may be downloaded from a website once the selling retailer is identified. Alternatively, the retailer logo may be included in the registration program downloaded onto the computer  20 . 
         [0036]    Given that the customer service system may be associated with a plurality of retailers, the architecture of the customer service system may be structured to facilitate the initial set-up of the customer service website, as well as the operation of the customer service website. In one embodiment, and referring specifically to  FIGS. 1 and 3 , the customer service website may be set up such that each selling retailer is associated with a separate website (i.e., carscan.com  30 , xyz.carscan.com  32 , abc.carscan.com  34 ). Each website may include the various databases and tools needed to complete the customer service functions associated with the electronic device  12 , as may be selected by each private label retailer. The main distinction between the various websites may be the appearance thereof. The appearance of the XYZ.carscan.com website  32  may appear as an XYZ retailer website, and the ABC.carscan.com website  34  may appear as an ABC retailer website which is separate and distinct from the XYZ retailer website. The websites may also be distinguishable in the functions which they perform. For instance, one website may offer higher level functionality than others, which is described in more detail below. 
         [0037]    According to another embodiment, and referring now specifically to  FIGS. 2 and 4 , the customer service system may be structured such that the customer service website includes include a single, base website  36  which hosts the various selling retailer websites. The base website  36  may have a plurality of portals, graphic interfaces, or “skins”  38  associated with the base website  36  to adapt the base website  36  to display logos and other indicia associated with the selling retailer. The portals or “skins”  38  may also adapt the functionality of the base website  36  to the specific desires of the selling retailer. Each portal or skin  38  may include a distinctive electronic address or website associated therewith (i.e., XYZ.carscan.com or ABC.carscan.com). The base website  36  may be configured to allow the respective selling retailers to modify and tailor the appearance of their selling retailer website as they desire. In this regard, the XYZ skin gives the base website  36  the appearance of being an XYZ website, while the ABC portal gives the website the appearance of being an ABC website. Therefore, the appearance of each website may be distinguishable, and associated with the respective selling retailers. 
         [0038]    The base website  36  may include all of the databases and tools required to perform the customer service functions associated with the electronic device  12 . In other words, the system depicted in  FIGS. 2 and 4  is distinguishable from the system in  FIGS. 1 and 3  in that all of the functional databases and tools are located at a single location (i.e., the base website  36 ), whereas the functional database and tools for the system depicted in  FIGS. 1 and 3  are substantially copied and reproduced for each website. The system depicted in  FIG. 2  may additionally be configured to allow each selling retailer to modify and tailor the functionality accessible to its customers. Therefore, an XYZ customer may have access to functionality that differs from an ABC customer. 
         [0039]    As mentioned above, each selling retailer may tailor their respective private label website to offer different options and functionality to the retailer customers. For example, in relation to the automotive scan tool and diagnostic analysis system mentioned above, a private label website may be set up for each retailer of the automotive scan tool. One selling retailer may offer very basic diagnostic functionality at its private label website, wherein diagnostic trouble codes are merely interpreted for the retailer customer. In a higher level system, the retailer&#39;s private label website may offer an analysis of the diagnostic trouble codes to produce a most likely fix associated with the trouble codes. The websites may also show repair schematics and videos to the user. For a more detailed discussion of the most likely fix, please see U.S. patent application Ser. No. 11/823,757, entitled Automotive Diagnostic and Remedial Process, filed on Jun. 28, 2007, owned by Innova Electronics Corp., of Fountain Valley, Calif., the disclosure of which is incorporated herein by reference. In addition, for a more detailed discussion related to the various options and functions that may be offered by each website, please see U.S. patent application Ser. No. 12/616,080, entitled A Method and Apparatus for Interfacing an Automotive Diagnostic Tool with a Diagnostic Database, filed on Nov. 10, 2009, owned by Innova Electronics Corp., of Fountain Valley, Calif., the disclosure of which is also incorporated herein by reference. 
         [0040]    According to another aspect of the present invention, the retailers may use the private label websites as a means of generating additional revenues and providing additional resources to the end user. The supplier or retailers may charge consumers for access to some of the above-mentioned options and functionality available on their private label website. The fees generated from the private label website may be shared between the supplier and the selling retailer (i.e., 15% supplier, 85% selling retailer). For instance, a basic interpretation of the Diagnostic Trouble Codes may be available at no cost to the end user, whereas a more detailed diagnosis and other repair information (i.e., repair video/schematics) may be available for a fee. An accounting of the revenues generated from the private label website may be performed on a daily, weekly, monthly, or yearly basis, as agreed upon by the selling retailer and the supplier. 
         [0041]    Revenues may also be generated by offering repair parts/services/information on the private label website. For instance, when the diagnosis identifies a problem with the vehicle, the website may direct the user to the primary website of the private label retailer, where the user can purchase parts of services associated with the necessary repairs. Revenues derived from the sales of repair parts and services may also be shared between the selling retailer and the supplier, e.g. on a fixed monthly, percentage or per click basis. In this manner, the private label website may advantageously generate more traffic to the selling retailer&#39;s main website. 
         [0042]    In addition to offering repair parts and services by the selling retailer, the private label websites may offer third party repair parts and services. For instance, the websites may be able to locate repair parts and services within a particular radius. Therefore, if a vehicle driven by an end user breaks down and needs repair parts and services, the private label websites may be able to offer a list of third party retailers within the area which offer the needed parts and repair services. Similarly, if the selling retailer does not offer the parts and services required to fix the problem, the consumer may be presented with a list of third parties offering the parts and services. The third party may pay a fee to the selling retailer and the supplier for directing the consumer to the third party. 
         [0043]    The above-described embodiment of the customer service system is a website-based system, wherein each retailer is provided with a private label website. In this manner, the retailer consumers generally interact with the website via a computer  20 , PDA, smartphone, or other web-accessible accessories known by those skilled in the art. However, it is contemplated that other implementations of the customer service system may be provided which are not website-based systems. Referring now specifically to  FIGS. 5 and 6 , there is depicted a kiosk-based system which includes generic kiosks  40  which may display a particular graphic interface in response to input from a kiosk user. The kiosk  40  may be used by consumers of various retailers, and the graphic interface of the particular selling retailer would be displayed after the consumer entered vendor data. 
         [0044]    The kiosks  40  include a display  42  and a user interface  44  (such as a touch screen). The kiosks  40  may access a database  46  having the various graphic interfaces and functions associated with the various retailers. The embodiment shown in  FIG. 5  is similar to the computer based system shown in  FIG. 1 , while the embodiment depicted in  FIG. 6  is similar to the system shown in  FIG. 2 . 
         [0045]    The kiosks  40  may be used in relation to the vehicle diagnostic system described above, wherein kiosks  40  may be placed in easy to reach locations (i.e., gas stations, shopping centers, parking garages, etc.) for users to access diagnostic services. For instance, vehicle diagnostic data may be communicated between the kiosk  40  and the device  12 . The kiosk system may also be used in other industries, such as airline check-in, movie rental, banking, etc. 
         [0046]    The above description is given by way of example, and not limitation. Given the above disclosure, one skilled in the art could devise variations that are within the scope and spirit of the invention disclosed herein. Further, the various features of the embodiments disclosed herein can be used alone, or in varying combinations with each other and are not intended to be limited to the specific combination described herein. Thus, the scope of the claims is not to be limited by the illustrated embodiments.