Systems and Methods for Dynamic Pricing and Auction Adjudication During Online Auctions

• US 20110173086A1
• Filed: 12/14/2010
• Published: 07/14/2011
• Est. Priority Date: 12/14/2009
• Status: Abandoned Application

• Current Assignee: OPENLANE, Inc.
• Original Assignee: OPENLANE, Inc.
• Inventors: BERKOWITZ, Ed
• Application Number:
  US12/968,079
• Publication Number:
  US 20110173086A1
• Time in Patent Office: Days
• US Class Current: 705/26.3
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

An electronic auction system hosting an auction includes a pricing and an adjudication application. The pricing application adjusts an opening price of an auction item to be less than a reserve price in response to buyer interest factors. The adjudication application receives bids on the item and automatically evaluates a reserve price and, when determining the reserve price is too high, adjusts the reserve price to an adjusted reserve price when a highest bid is less than the reserve price. When the adjusted reserve price is equal to or less than the highest bid the adjudication application automatically awards the item to a high bidder. When the adjusted reserve price is greater than the highest bid the adjudication application automatically sends an electronic message to the high bidder to inform that the reserve price has been adjusted and to inform of their status as high bidder.

Claims

1. A method running under a processor of an auction system, the method comprising:

receiving at the auction system a plurality of bids on an item at auction, wherein the auction system is an internet-based auction system;

automatically evaluating a reserve price of the item and, when determining the reserve price is too high, adjusting the reserve price to an adjusted reserve price when a highest bid of the plurality of bids is less than the reserve price;

when the adjusted reserve price is at least one of equal to and less than the highest bid, automatically awarding the item to a high bidder corresponding to the highest bid; and

when the adjusted reserve price is greater than the highest bid, automatically sending a first electronic message to the high bidder to inform the high bidder that the reserve price has been adjusted and to inform of their status as the high bidder.

2. The method of claim 1, comprising, when the highest bid is at least one of equal to and greater than the reserve price, automatically awarding the item to the high bidder upon termination of the auction.

3. The method of claim 1, comprising, when the highest bid of the plurality of bids is less than the reserve price, one of automatically terminating the auction and automatically continuing the auction.

4. The method of claim 3, comprising automatically terminating the auction and awarding the item to the high bidder upon termination of the auction.

5. The method of claim 3, comprising automatically continuing the auction and maintaining the reserve price.

6. The method of claim 5, comprising generating a second electronic message to the high bidder to inform the high bidder that the reserve price is being maintained and to inform the high bidder of their status as the high bidder.

7. The method of claim 6, comprising:

receiving an increased bid from the high bidder in response to the second electronic message; and

automatically awarding the item to the high bidder upon termination of the auction.

8. The method of claim 6, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

9. The method of claim 6, comprising, in the absence of a response to the second electronic message from the high bidder, determining whether the auction is closed.

10. The method of claim 6, comprising, in the absence of a response to the second electronic message from the high bidder, determining whether the item is at an end of an auction lifecycle corresponding to the item.

11. The method of claim 1, wherein the adjusted reserve price is less than the reserve price.

12. The method of claim 11, comprising, when the adjusted reserve price is at least one of equal to and less than the highest bid, automatically awarding the item to a high bidder corresponding to the highest bid upon termination of the auction.

13. The method of claim 11, comprising:

receiving an increased bid from the high bidder in response to the first electronic message; and

when the increased bid is one of equal to and greater than the adjusted reserve price, automatically awarding the item to the high bidder upon termination of the auction.

14. The method of claim 13, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

15. The method of claim 13, comprising, in the absence of a response to the first electronic message from the high bidder, determining whether the auction is closed.

16. The method of claim 13, comprising, in the absence of a response to the first electronic message from the high bidder, determining whether the item is at an end of an auction lifecycle corresponding to the item.

17. The method of claim 1, wherein the determining the reserve price is too high comprises evaluating at least one of a number of times the item has been viewed by at least one buyer, a condition of the item, and a market price of the item.

18. The method of claim 1, comprising automatically notifying a seller corresponding to an item when the item qualifies for the adjusting of the reserve price.

19. The method of claim 1, comprising automatically generating the adjusted reserve price using data of at least one of item condition, item configuration, item damage, benchmark prices, interest in the item, item age, and item location.

20. The method of claim 1, comprising presenting a bid review interface to a seller of the item, wherein the bid review interface includes access to a plurality of bid review data that includes at least one of data item in inventory, date item released to auction, estimate of damage, a number of times that item data corresponding to the item has been viewed by at least one buyer, a number of different buyers that have viewed the item, a number of bids received on the item, current high bid, open price, reserve price, time remaining to auction close, time remaining to auction resolve, and time remaining in auction iteration.

21. The method of claim 20, wherein the bid review interface comprises an interface for initiating a plurality of actions taken by a bidder during the auction.

22. A system comprising:

an auction system including a processor and a database coupled to a network and hosting an auction on the network; and

an adjudication application running on the auction system, the adjudication application receiving a plurality of bids on an item during the auction and automatically evaluating a reserve price of the item and, when determining the reserve price is too high, adjusting the reserve price to an adjusted reserve price when a highest bid of the plurality of bids is less than the reserve price, wherein when the adjusted reserve price is at least one of equal to and less than the highest bid the adjudication application automatically awards the item to a high bidder corresponding to the highest bid, wherein when the adjusted reserve price is greater than the highest bid the adjudication application automatically sends an electronic message to the high bidder to inform the high bidder that the reserve price has been adjusted and to inform of their status as the high bidder.

23. The system of claim 22, wherein the adjudication application, when the highest bid is at least one of equal to and greater than the reserve price, automatically awards the item to the high bidder upon termination of the auction.

24. The system of claim 22, wherein the adjudication application, when the highest bid of the plurality of bids is less than the reserve price, one of automatically terminates the auction and automatically continues the auction.

25. The system of claim 24, wherein the adjudication application automatically terminates the auction and awards the item to the high bidder upon termination of the auction.

26. The system of claim 24, wherein the adjudication application automatically continues the auction and maintains the reserve price.

27. The system of claim 26, wherein the adjudication application generates a second electronic message to the high bidder to inform the high bidder that the reserve price is being maintained and to inform the high bidder of their status as the high bidder.

28. The system of claim 27, wherein the adjudication application receives an increased bid from the high bidder in response to the second electronic message, and automatically awards the item to the high bidder upon termination of the auction.

29. The system of claim 27, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

30. The system of claim 27, wherein the adjudication application, in the absence of a response to the second electronic message from the high bidder, determines whether the auction is closed.

31. The system of claim 27, wherein the adjudication application, in the absence of a response to the second electronic message from the high bidder, determines whether the item is at an end of an auction lifecycle corresponding to the item.

32. The system of claim 22, wherein the adjusted reserve price is less than the reserve price.

33. The system of claim 32, wherein the adjudication application, when the adjusted reserve price is at least one of equal to and less than the highest bid, automatically awards the item to a high bidder corresponding to the highest bid upon termination of the auction.

34. The system of claim 32, wherein the adjudication application receives an increased bid from the high bidder in response to the first electronic message, and when the increased bid is one of equal to and greater than the adjusted reserve price, automatically awards the item to the high bidder upon termination of the auction.

35. The system of claim 34, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

36. The system of claim 34, wherein the adjudication application, in the absence of a response to the first electronic message from the high bidder, determines whether the auction is closed.

37. The system of claim 34, wherein the adjudication application, in the absence of a response to the first electronic message from the high bidder, determines whether the item is at an end of an auction lifecycle corresponding to the item.

38. The system of claim 22, wherein the determining the reserve price is too high comprises evaluating at least one of a number of times the item has been viewed by at least one buyer, a condition of the item, and a market price of the item.

39. The system of claim 22, wherein the adjudication application automatically notifies a seller corresponding to an item when the item qualifies for the adjusting of the reserve price.

40. The system of claim 22, wherein the adjudication application automatically generates the adjusted reserve price using data of at least one of item condition, item configuration, item damage, benchmark prices, interest in the item, item age, and item location.

41. The system of claim 22, wherein the adjudication application presents a bid review interface to a seller of the item, wherein the bid review interface includes access to a plurality of bid review data that includes at least one of data item in inventory, date item released to auction, estimate of damage, a number of times that item data corresponding to the item has been viewed by at least one buyer, a number of different buyers that have viewed the item, a number of bids received on the item, current high bid, open price, reserve price, time remaining to auction close, time remaining to auction resolve, and time remaining in auction iteration.

42. The system of claim 41, wherein the bid review interface comprises an interface for initiating a plurality of actions taken by a bidder during the auction.

43. A method running under a processor of an auction system that is an internet-based system, the method comprising:

in response to buyer interest factors that correspond to an item begin auctioned during an action hosted by the auction system, dynamically adjusting an opening price of the item to be less than a reserve price of the item during at least one iteration of the auction; and

receiving at the auction system a plurality of bids on the item and, when the plurality of bids on the item is greater than the opening price and lower than the reserve price of the item, automatically determining the reserve price is too high and adjusting the reserve price to an adjusted reserve price when a highest bid of the plurality of bids is less than the reserve price;

when the adjusted reserve price is at least one of equal to and less than the highest bid, automatically awarding the item to a high bidder corresponding to the highest bid;

when the adjusted reserve price is greater than the highest bid, automatically sending an electronic message to the high bidder to inform the high bidder that the reserve price has been adjusted and to inform of their status as the high bidder.

44. The method of claim 43, wherein the buyer interest factors comprise a number of times that item data corresponding to the item has been viewed by at least one buyer.

45. The method of claim 43, wherein the buyer interest factors comprise a number of different buyers that have viewed the item.

46. The method of claim 43, wherein the dynamically adjusting the opening price comprises a seller of the item controlling at least one of the item, an amount of the adjusting, and timing of the adjusting.

47. The method of claim 43, comprising determining the opening price using at least one of a number of times the item has been viewed by at least one buyer and a number of different buyers that have viewed the item.

48. The method of claim 43, comprising, when the highest bid is at least one of equal to and greater than the reserve price, automatically awarding the item to the high bidder upon termination of the auction.

49. The method of claim 43, comprising, when the highest bid of the plurality of bids is less than the reserve price, one of automatically terminating the auction and automatically continuing the auction.

50. The method of claim 49, comprising automatically terminating the auction and awarding the item to the high bidder upon termination of the auction.

51. The method of claim 49, comprising automatically continuing the auction and maintaining the reserve price.

52. The method of claim 51, comprising generating a second electronic message to the high bidder to inform the high bidder that the reserve price is being maintained and to inform the high bidder of their status as the high bidder.

53. The method of claim 52, comprising:

receiving an increased bid from the high bidder in response to the second electronic message; and

automatically awarding the item to the high bidder upon termination of the auction.

54. The method of claim 52, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

55. The method of claim 52, comprising, in the absence of a response to the second electronic message from the high bidder, determining whether the auction is closed.

56. The method of claim 52, comprising, in the absence of a response to the second electronic message from the high bidder, determining whether the item is at an end of an auction lifecycle corresponding to the item.

57. The method of claim 43, wherein the adjusted reserve price is less than the reserve price.

58. The method of claim 57, comprising, when the adjusted reserve price is at least one of equal to and less than the highest bid, automatically awarding the item to a high bidder corresponding to the highest bid upon termination of the auction.

59. The method of claim 57, comprising:

receiving an increased bid from the high bidder in response to the first electronic message; and

when the increased bid is one of equal to and greater than the adjusted reserve price, automatically awarding the item to the high bidder upon termination of the auction.

60. The method of claim 59, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

61. The method of claim 59, comprising, in the absence of a response to the first electronic message from the high bidder, determining whether the auction is closed.

62. The method of claim 59, comprising, in the absence of a response to the first electronic message from the high bidder, determining whether the item is at an end of an auction lifecycle corresponding to the item.

63. The method of claim 43, wherein the determining the reserve price is too high comprises evaluating at least one of a number of times the item has been viewed by at least one buyer, a condition of the item, and a market price of the item.

64. A system comprising:

an auction system including a processor and a database coupled to a network and hosting an auction on the network;

a pricing application running on the auction system and dynamically adjusting an opening price of the item to be less than a reserve price of the item during at least one iteration of the auction in response to buyer interest factors that correspond to the item; and

an adjudication application running on the auction system and automatically determining a reserve price of the item is too high and adjusting the reserve price to an adjusted reserve price when a highest bid of a plurality of bids is less than the reserve price, wherein when the adjusted reserve price is at least one of equal to and less than the highest bid the adjudication application automatically awards the item to a high bidder corresponding to the highest bid, wherein when the adjusted reserve price is greater than the highest bid the adjudication application automatically sends an electronic message to the high bidder to inform the high bidder that the reserve price has been adjusted and to inform of their status as the high bidder.

65. The system of claim 64, wherein the buyer interest factors comprise a number of times that item data corresponding to the item has been viewed by at least one buyer.

66. The system of claim 64, wherein the buyer interest factors comprise a number of different buyers that have viewed the item.

67. The system of claim 64, wherein the dynamically adjusting the opening price comprises a seller of the item controlling at least one of the item, an amount of the adjusting, and timing of the adjusting.

68. The system of claim 64, comprising determining the opening price using at least one of a number of times the item has been viewed by at least one buyer and a number of different buyers that have viewed the item.

69. The system of claim 64, wherein the adjudication application, when the highest bid is at least one of equal to and greater than the reserve price, automatically awards the item to the high bidder upon termination of the auction.

70. The system of claim 64, wherein the adjudication application, when the highest bid of the plurality of bids is less than the reserve price, one of automatically terminates the auction and automatically continues the auction.

71. The system of claim 70, wherein the adjudication application automatically terminates the auction and awards the item to the high bidder upon termination of the auction.

72. The system of claim 70, wherein the adjudication application automatically continues the auction and maintains the reserve price.

73. The system of claim 72, wherein the adjudication application generates a second electronic message to the high bidder to inform the high bidder that the reserve price is being maintained and to inform the high bidder of their status as the high bidder.

74. The system of claim 73, wherein the adjudication application receives an increased bid from the high bidder in response to the second electronic message, and automatically awards the item to the high bidder upon termination of the auction.

75. The system of claim 73, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

76. The system of claim 73, wherein the adjudication application, in the absence of a response to the second electronic message from the high bidder, determines whether the auction is closed.

77. The system of claim 73, wherein the adjudication application, in the absence of a response to the second electronic message from the high bidder, determines whether the item is at an end of an auction lifecycle corresponding to the item.

78. The system of claim 64, wherein the adjusted reserve price is less than the reserve price.

79. The system of claim 78, wherein the adjudication application, when the adjusted reserve price is at least one of equal to and less than the highest bid, automatically awards the item to a high bidder corresponding to the highest bid upon termination of the auction.

80. The system of claim 78, wherein the adjudication application receives an increased bid from the high bidder in response to the first electronic message, and when the increased bid is one of equal to and greater than the adjusted reserve price, automatically awards the item to the high bidder upon termination of the auction.

81. The system of claim 80, wherein the second electronic message includes at least one of electronic mail, Short Message Service message, instant message, and automated telephone call.

82. The system of claim 80, wherein the adjudication application, in the absence of a response to the first electronic message from the high bidder, determines whether the auction is closed.

83. The system of claim 80, wherein the adjudication application, in the absence of a response to the first electronic message from the high bidder, determines whether the item is at an end of an auction lifecycle corresponding to the item.

84. The system of claim 64, wherein the determining the reserve price is too high comprises evaluating at least one of a number of times the item has been viewed by at least one buyer, a condition of the item, and a market price of the item.