WO2001069487A1

WO2001069487A1 - Methods and apparatus for customizing pet food

Info

Publication number: WO2001069487A1
Application number: PCT/US2001/007459
Authority: WO
Inventors: Bhajmohan Ricky Singh; Diane S. Kalishman; Teresa L. Sauer; Jill Stoll
Original assignee: Ralston Purina Company
Priority date: 2000-03-10
Filing date: 2001-03-08
Publication date: 2001-09-20
Also published as: AU2001243511B2; CA2402225A1; NO20024314D0; CA2402225C; RU2269158C2; AU4351101A; NO20024314L; BR0109153A; HU230500B1; ZA200207072B; HUP0301988A3; CN1421017A; JP2003527694A; EP1634224A1; IL151567A0; RU2002127000A; HUP0301988A2

Abstract

A customized, consumer direct pet care product system includes a method and apparatus for customizing pet care products, including pet food, that utilizes an integrated Internet-based (item 40) customer interface and workflow process management. The system is configured to receive individual pet profiles from information provided by each customer, accept pet care product orders for each purchaser based upon the individual pet profile, control equipment runs during production to process each of the orders to manufacture and package pet care products in accordance with each customer's desires, and to track products through delivery to a customer's home.

Description

METHODS AND APPARATUS FOR CUSTOMIZING PET FOOD

BACKGROUND OF THE INVENTION

This invention relates generally to systems for producing individually customized products, and, more particularly, to a system for producing customized pet care plans and products.

While pet care product customers presently have a host of suppliers and products to choose from, it may take significant time, effort, and investigation to determine a product that best suits a particular pet's needs among the available alternatives. This is particularly true in the case of pet foods. While veterinarians and other professionals may assist in recommending a given brand of pet food for a particular pet, pet foods are typically mass manufactured to meet the needs of an average pet within a selected range of pets that is typically based on pet age and/or size. Nutritional needs, however, vary from pet to pet, and a customized regimen of appropriate nutrients for a particular pet or breed of pet would be beneficial. But in light of the practical difficulties and expenses of tailoring a custom diet for a particular pet, consumers are often forced to choose among the limited varieties of available mass-produced pet foods and products.

Aside from the limited choices of nutritional content of mass produced pet foods, consumers typically purchase pet food through complicated distribution networks of retailers, wholesalers, and distributors. Consequently, prepackaged pet foods are sold in limited package quantities. Particularly in the case of dry pet foods, the food is typically sold in bulk by weight. Thus, consumers often have to lift and carry cumbersome packages of pet food to checkout counters at pet food outlets and stores, lift and carry the packages to their vehicles, and lift them out of their vehicles and into their homes. Considering the occasional long lines when dealing with heavy packages, and travel time to and from pet food outlets, purchasing pet food is often inconvenient, and can sometimes be an ordeal.

Accordingly, it would be desirable to provide a customized, consumer direct pet care plan system that would allow more consumer choice in content and packaging of pet foods at an increased consumer convenience. BRIEF SUMMARY OF THE INVENTION

In an exemplary embodiment of the invention, a customized, consumer direct pet care plan system includes a method and apparatus for customizing pet care plans and products, including pet food, that utilizes an integrated Internet-based customer interface and workflow process management. The system is configured to receive and compile individual pet profiles from information provided by each customer, accept pet care plan purchase orders based upon information in corresponding individual pet profiles, and process each of the purchase orders to manufacture and package pet care products in accordance with the desires of each individual customer. The system communicates with a production facility, controls equipment runs during production, and tracks products through delivery to a customer's home. Thus, customers may purchase and receive made-to-order pet food and pet care plans, complete with customized packaging, from the convenience of their homes.

BRIEF DESCRIPTION OF THE DRAWINGS

Figure 1 is a block diagram of an exemplary embodiment of a server architecture for a customized pet care plan system;

Figure 2 is a block diagram of an alternative exemplary embodiment of a server architecture for a customized pet care plan system; and

Figure 3 is a schematic diagram of a customized pet care production method.

DETAILED DESCRIPTION OF THE INVENTION

Figure 1 is a block diagram of an exemplary embodiment of a server architecture of a customized pet care plan system 10 including a web server 12, an application server 14, a database server 16, a directory server 18, a workflow server 20, and a mail server 22. A disk storage unit 24 is coupled to database server 16 and directory server 18 and provides a data repository for storing data pertaining to customized pet care plans and products. Servers 12, 14, 16, 18, 20 and 22 are coupled in a local area network (LAN) 24. In addition, a plurality of workstations 26, 28, 30, 32, and 34 are coupled to LAN 24 for simultaneous monitoring of various production tasks and methods described below. Web server 12 and mail server 22 are configured to be communicatively coupled to computers of customers 36, 37, 38 via an ISP Internet connection 40. The communication in the exemplary embodiment is illustrated as being performed via the Internet through web browsers loaded onto computers of customers 36, 37, 38. Other wide area networks (WAN), however, could be used in other embodiments, i.e., the systems and processes described herein are not limited to being practiced over the Internet. LAN 24 is configured to generate orders from a customer interface (not shown) such as a web page maintained on web server 12, to control equipment runs during production of pet care products, and to track products through delivery to the point of distribution.

Figure 2 is a block diagram of an alternative exemplary embodiment of a server architecture of a customized pet care plan system 50. Components in system 50 identical to components of system 10 are identified in Figure 2 using the same reference characters as in Figure 1. System 50 differs from system 10 in that system 50 includes a fax server 52 coupled to LAN 24. In the embodiment illustrated in

Figure 2, fax server 52 communicates with customers via a telephone link. Also, in system 50 the mail server is incorporated into web server 12.

The architecture of systems 10 and 50 are exemplary only. Other architectures are possible and can be utilized in connection with practicing the processes described below. Moreover, the processes described below could alternatively be initiated by a customer without a computer or fax machine. For example, customers could phone in or mail the required information and an operator could enter data directly into LAN 24 by an operator of a workstation 26, 28, 30, 32, or 34, or by an operator with a computer remotely communicating with LAN 24 through ISP Internet Connection 40 or another WAN.

Figure 3 is a schematic diagram of a customized pet care product production method 60 coordinated by LAN 24 (shown in Figures 1 and 2). Method 60 involves five basic steps including creating consumer demand 62, accepting customized orders 64, processing customized orders 66, delivering customized orders 68, and obtaining re-orders 70 from previous purchasers. Although method 60 is described in the context of an Internet-based, automated processing system for individually customized pet care plans and products, the method could be embodied in various alternative forms, some of which are discussed below. Creating consumer demand 62 is accomplished initially by targeting a potential customer base 72 with advertising 74, including but not limited to, television ads, radio ads, newspaper ads, magazine ads, and advertisement in consumer and trade publications. Advertising 74 serves to inform potential customer base 72 of an offering of customized pet care plans and products, the benefits of customized pet care products, and to direct interested customers to a customer interface 76. On-line advertising 78 could also be used to generate customer demand 62 among computer enthusiasts.

Customer interface 76, in a particular embodiment, is a web page including multiple information fields for interested consumers to complete prior to ordering customized products. In a further particular embodiment, each customer is provided with an account on database server 16 (shown in Figures 1 and 2) on which pet information is stored for later retrieval and use by the customer and systems 10 and 50 (shown in Figures 1 and 2). Information is gathered on relevant pet data, such as consumer data and the age, size, and breed of a pet or pets. Information is also gathered on desired product data, such as a desired nutrient level for a pet food, a desired flavor of the food, a desired kibble size, a desired kibble shape, and desired food supplements. In addition, information is gathered on desired consumer data, such as packaging preferences, product delivery preferences, and information relating to pet care, pet health issues, and other pet care issues. Informational screens could be incorporated to guide a user in the creation of a customized pet care plan, including recommended customized pet care products. The information is gathered for future reference to order customized pet care producers, such as, for example, dry pet food, and for providing other pet care products and services, including but not limited to generation of an Individual Care Plan for each consumer, further described below.

Once a customer completes the information fields via customer interface 76, the information is transmitted to LAN 24 via ISP Internet connection 40. Alternatively, customer interface 76 could include a live operator, an automated voice messaging system, or printed forms for mailing or faxing to a location where information can be entered into systems 10 and 50. Once received, the information is compiled to generate an individual pet profile 80. Individual pet profile 80 is stored in disk storage unit 24 (shown in Figures 1 and 2) and is used as an order template and to generate customer re-order 70 of selected products. For example, database server 16 (shown in Figures 1 and 2) could periodically scan disk storage unit 24 for pre-set flags in customer service profiles 80, such as an elapsed time since the respective customer's previous order. Customers could either be notified 82 with a solicitation for a new order, such as by e-mail from mail server 22 (shown in Figures 1 and 2), or a re-order 70 could be automatically processed to fill or renew a subscription 84 for a pet care product at an appropriate time. Hence, in a particular embodiment, customer interface 76 includes the option of re-order notification 82 or automatic subscription

84 of selected pet-care products.

Additionally, individual pet profiles 80 are used to generate Individual Care Plans for each consumer. Individual Care Plans include description and rationale for various ingredients or nutrients in custom food made for an individual pet, feeding guidelines, specific health care instructions for general health and well being of the pet, as well as grooming, exercise, behavioral training, and veterinary visit information. Further still, reminders of important events in a life of a pet, such as birthdays or scheduled visits to veterinarians, and reminders to update individual pet profile information at important life stage changes of the corresponding pet may be incorporated into Individual Care Plans. Individual Care Plans may be offered as a stand-alone service offered in a variety of summary forms including, but not limited to, personalized printed pages, brochures, or personalized Internet Web pages for use by consumers. Alternatively, Individual Care Plans could be offered in companion form with purchased pet care products, including but not limited to dry pet food.

Customer interface 76 could simply be used as an informational tool for interested customers and an information gathering device for a pet care product manufacturer, but in an exemplary embodiment, it is also used as the impetus for an order 64 of a pet care product. Using method 60 and systems 10 or 50 (shown in Figures 1 and 2), a pet care product can be made-to-order and customized to a level desired by a particular customer. For example, in an illustrative embodiment, a customer may purchase pet care products from at least one of four different categories: a completely custom-made food category 86, a custom-component food category 88, a custom-finish food category 90 and a custom-care category 92. Custom-care category 92 relates to general pet care products, supplements, accessories, and information, while completely custom-made food 86, custom- component food 88, and custom-finish food 90 categories all relate to pet food.

Completely custom-made food category 86 provides a practically unlimited choice of customized pet food formulation in which pet food is manufactured from raw ingredients in a respective individual pet profile 80. Custom- component category 88 provides a limited range of customized formulations manufactured from pre-mixed components selected by a purchaser in a respective individual pet profile 80. Custom-finish food.90 provides a limited range of pet food customized only by a flavored coating over pre-selected food formulations chosen by a manufacturer. Hence, completely custom-made food category 86 provides for a maximum customization of pet food according to the desire of a purchasing customer as reflected in the respective individual pet profile 80, custom-component food 88 provides for a moderate customization of pet food, and custom-finish food 90 provides a narrow range of customization of pet food. The range of categories 86, 88, 90 therefore provides a broad range of options for pet food within a corresponding range of prices to meet the needs of customer base 72. In alternative embodiments, customer orders 64 could be limited to one of the four categories 86, 88, 90, 92, or other combinations of categories beyond that shown and described, provided that orders 64 comply with applicable regulatory provisions and are within manufacturing capabilities.

In one embodiment, a custom pet food formulation suitable to meet the needs of multiple pets is generated using information contained in more than one individual pet profile 80. For example, a customer may own a dog and a cat, and after entering requested information in respective individual pet profiles 80 of the dog and the cat, a single pet food formulation that satisfies the nutritional needs of both the cat and the dog is determined based on information in the respective individual preference profiles. Thus, a single food formulation may be provided for feeding to multiple pets, and a purchaser need not purchase separate foods for separate animals. As another example, a single food formulation can be fabricated that meets the needs of two or more dogs, of either the same or different breed.

Once an order 64 is received, LAN 24 (shown in Figure 1) begins processing 66 orders to manufacture 94 and package 96 customized orders 64 of purchasing customers in accordance with the respective individual pet profiles 80. LAN 24 communicates with processing equipment (not shown) in one or more centralized processing facilities (not shown) to batch and mix customized pet food for an individual customer according to known methods and techniques. Workstations

26, 28, 30, 32, 34 (shown in Figure 1) are used to monitor, input and control various phases of product manufacture of pet care products to customer desires in accordance with information contained in the respective individual pet profile 80 for the particular product being manufactured. In one embodiment, work flow procedures 66 are used to control traffic flow of orders 64 in production and to speed the processing of orders, such as by processing a group of similar orders in sequence before switching to dissimilar orders, or by conducting common manufacturing steps of a group of orders at the same time, and then completing customized steps to differentiate the orders. LAN 24 is configured to enable extensive statistical analysis and report generation of orders received and the processing of orders to allow for optimization of desired phases of method 60.

Once orders 64 are manufactured 94, LAN 24 also controls customized packaging 96 of orders to match a requested packaging in a respective individual pet profile 80. Thus, in one embodiment, customers would be offered the choice of ordering pet food in quantities other than the traditional bulk by weight, e.g., a 10 lb. bag. Rather, food could be offered for a selected number of cups, a selected number of servings, or a supply of food to last for a certain time period, e.g., six months worth of food, that LAN 24 could calculate based on pet data provided in the applicable individual pet profile 80. Thus, considerable choice is offered in amounts of pet care product that can be purchased, and consumers can be given choice of packaging style and graphics as well to completely tailor pet care products to different pets.

Once manufactured 94 and packaged 96, orders 64 are shipped for delivery 68 to customers using distributors 98 located near production facilities in which orders 64 are processed 66. In one embodiment, existing third party distributors, such as UPS and FEDERAL EXPRESS, are used to ship customized pet care products to the consumer's door, thereby saving consumers a trip to the store to pick up food. Existing tracking procedures can be used and coordinated by LAN 24 to ensure delivery of customized pet care products.

Therefore, using systems 10 or 50 and method 60, a made-to-order pet care plan system is provided that allows consumers to place orders 64 direct from a manufacturer from the convenience of their homes, and to promptly receive a customized pet care product order delivered to their door. With re-order noticing 82 and subscription 84 options in place, customers may consistently receive made-to- order pet food tailored to the particular needs of their pets.

While the invention has been described in terms of various specific embodiments, those skilled in the art will recognize that the invention can be practiced with modification within the spirit and scope of the claims.

Claims

WHAT IS CLAIMED IS:

1. A method for administering a consumer direct pet care system for offering customized pet care products according to an individual preference of a customer, said method comprising the steps of:

gathering an individual pet profile from the customer;

accepting a pet care product order from the potential customer; and

processing the pet care product order in accordance with the individual pet profile.

2. A method in accordance with Claim 1 wherein the pet care products include dry pet foods, said step of gathering an individual pet profile comprising the step of obtaining information on at least one of a desired nutrient level for the food, a desired flavor of the food, a desired kibble size, a desired kibble shape, and a desired food supplement.

3. A method in accordance with Claim 2 wherein the step of obtaining information comprises the steps of:

maintaining an electronic customer interface including information fields for completion by the customer indicating customer preference of selected product characteristics; and

storing the completed information fields for future reference.

4. A method in accordance with Claim 1 wherein the step of accepting a pet care product order comprises the step of accepting an order for at least one of a completely custom-made food order, a custom-component food order, a custom-finish food order, and a custom-care order.

5. A method in accordance with Claim 1 wherein said step of processing each of the orders comprises the step of manufacturing the order according to the individual pet profile.

6. A method in accordance with Claim 5 wherein the step of processing the order further comprises the step of packaging the order in accordance with information contained in the individual pet profile.

7. A method in accordance with Claim 6 wherein said step of gathering an individual pet profile comprises the step of obtaining information from the customer regarding the desired quantity of a pet care product.

8. A method in accordance with Claim 7 wherein the pet care product is dry pet food, and wherein said step of obtaining information from the customer regarding the desired quantity of a pet care product comprises the step of maintaining an electronic customer interface including information fields for completion by the customer indicating customer preference of at least one of a desired number of cups of food, a desired number of servings of food, a desired bulk quantity of food, and a desired expected time until food depletion.

9. A method in accordance with Claim 1 further comprising the step of generating a customer demand for consumer direct pet care products by advertising.

10. A method in accordance with Claim 9 wherein said step of generating a customer demand further comprises the step of generating a re-order notice to the customer from information contained in the individual pet profile.

11. A method in accordance with Claim 10 wherein said step of generating a customer demand further comprises the step of renewing a pet care product subscription of the purchaser based upon information contained in the individual pet profile.

12. A method in accordance with Claim 9 further comprising the step of generating reports from a plurality of individual pet profiles of a plurality of customers for use to target other potential customers.

13. A method in accordance with Claim 1 further comprising the step of shipping each accepted order directly to the customer.

14. A method in accordance with Claim 13 wherein the step of shipping each accepted offer further comprises the step of utilizing existing third party distribution systems.

15. A method in accordance with Claim 1 wherein the method further comprises the step of generating an Individual Care Plan from information contained in the individual pet profile.

16. An apparatus for monitoring a production system of customized pet care products using a process management and workflow system coupled to a data repository, said apparatus comprising:

a data repository; and

a process management and workflow system configured to be coupled to a production facility by a communications link, said process management and workflow system configured to:

receive customized orders from a plurality of customers via an electronic customer interface;

load data from the customized orders into the data repository; and

communicate with the production facility via the communication link, control equipment runs during production, and track products through delivery to the point of distribution.

17. An apparatus in accordance with Claim 16 wherein the communication link comprises at least one of a wide area network and a local area network.

18. An apparatus in accordance with Claim 16 wherein the customized orders include data related to at least one of a desired nutrient level for a pet food, a desired flavor of a pet food, a desired kibble size for a pet food, a desired kibble shape for a pet food, and a desired food supplement for a pet food.

19. An apparatus in accordance with Claim 16 wherein the customized orders include an order for at least one of a completely custom-made food order, a custom-component food order, a custom-finish food order, and a custom-care order.

20. An apparatus in accordance with Claim 16 wherein the customized orders include data related to at least one of a desired number of cups of food, a desired number of servings of food, a desired bulk quantity of food, and a desired expected time until food depletion.

21. An apparatus in accordance with Claim 16 said process management and workflow system is further configured to generate reports from a plurality of individual pet profiles for use to target other potential customers.

22. An apparatus in accordance with Claim 16 wherein said process management and workflow system is further configured to compile an individual pet profile from information provided by a consumer.

23. An apparatus in accordance with Claim 22 wherein said process management and workflow system is further configured to create an Individual Care

Plan from said individual pet profile.

24. A method for administering a consumer direct pet care system for offering customized pet care products for multiple pets, said method comprising the steps of:

gathering an individual pet profile for each of the multiple pets;

determining a pet care product formulation suitable to meet the needs of each of the multiple pets based on each of the individual pet profiles;

accepting a pet care product order; and

processing the pet care product order in accordance with the determined formulation.

25. A method in accordance with Claim 24 wherein the step of determining a pet care product formulation comprises the step of determining a single formulation of pet food suitable to meet nutritional needs of each of the multiple pets.

26. A method in accordance with Claim 24^' wherein the pet care products include dry pet foods, said step of gathering an individual pet profile comprising the step of obtaining information on at least one of a desired nutrient level for the food, a desired flavor of the food, a desired kibble size, a desired kibble shape, and a desired food supplement.

27. A method in accordance with Claim 26 wherein the step of obtaining information comprises the steps of:

storing the completed information fields for future reference.

27. A method in accordance with Claim 24 wherein the step of accepting a pet care product order comprises the step of accepting an order for at least one of a completely custom-made food order, a custom-component food order, a custom-finish food order, and a custom-care order.

28. A method in accordance with Claim 24 wherein the step of processing the order further comprises the step of packaging the order in accordance with information contained in the individual pet profile.

29. A method in accordance with Claim 28 wherein said step of gathering an individual pet profile comprises the step of obtaining information from the customer regarding the desired quantity of a pet care product.

30. A method in accordance with Claim 29 wherein the pet care product is dry pet food, and wherein said step of obtaining information from the customer regarding the desired quantity of a pet care product comprises the step of maintaining an electronic customer interface including information fields for completion by the customer indicating customer preference of at least one of a desired number of cups of food, a desired number of servings of food, a desired bulk quantity of food, and a desired expected time until food depletion.

31. A method in accordance with Claim 24 further comprising the step of generating a customer demand for consumer direct pet care products by generating a re-order notice to the customer from information contained in the individual pet profile.

32. A method in accordance with Claim 31 wherein said step of generating a customer demand further comprises the step of renewing a pet care product subscription of the purchaser based upon information contained in the individual pet profile.