US20030015451A1

US20030015451A1 - Method for distribution of coupons in a grocery store

Info

Publication number: US20030015451A1
Application number: US09/910,400
Authority: US
Inventors: Michael Sencer; Robert Kelly
Original assignee: LUBERSKI Inc (DBA HIDDEN VILLA RANCH)
Current assignee: LUBERSKI Inc (DBA HIDDEN VILLA RANCH)
Priority date: 2001-07-20
Filing date: 2001-07-20
Publication date: 2003-01-23

Abstract

A method for making available and distributing manufacturer coupons inside a grocery store is disclosed. The method comprises making available manufacturer coupons inside egg cartons. Customers, wishing to purchase eggs usually inspect eggs prior to purchase. Manufacturer coupons, positioned between the eggs and the lid would be discovered by the customer during inspection. The coupons are removable from the egg carton and can be used by the customer during that visit for redemption of products identified by the coupon.

Description

BACKGROUND OF THE INVENTION

Coupons are widely used as a tool for increasing sales of consumer products or services. These coupons are generally either redeemed when purchasing the product or service described on the coupon, or as part of a mail-in rebate offer following purchase.

The use of coupons with product packaging is well known. U.S. Pat. No. 6,237,843 issued to Falat et. al., discloses a container lid having a coupon printed thereon. The Falat et. al. reference discloses that it is known to include coupons or other inserts in packaging located within an interior compartment. Falat et. al. also discloses that when the package is used for food products, the most important requirement is the necessity of keeping the food and coupon isolated from one another to prevent contamination.

Another patent, U.S. Pat. No. 5,282,534 issued to Lapp, illustrates the importance of coupons for product marketing. Lapp describes that in 1990, 276 billion coupons were distributed in the United States. The coupons were redeemed at a value of $3.5 billion. However, redemptions represented only 2.5% of those issued. More recent studies have indicated redemptions have dropped to approximately 0.5% of the approximately 370 billion coupons distributed in the United States. Two reasons attributed to this drop are: 1) the inconvenience of clipping and saving coupons; and, 2) the reduced free time of consumers.

Lapp also discloses a coupon delivery system which requires the incorporation of a special recess to be manufactured into the lid's exterior surface and the coupons disposed therein and maintained therein by a label cover. The manufacture of the recess and the required label cover are additional costs which may be undesirable for commercial use.

It is known in the prior art to position a single coupon resting on the top of one or more eggs so that it is between the eggs and the lid when in the lid is in the closed position. This use was not very successful in part because the coupons were lightweight and could not be placed consistently into the same position in each carton. These coupons could also shift position within the egg carton; sometimes obstructing the view of eggs when a vue-post egg carton was used.

Coupons are also available from a variety of sources. Local newspapers are the predominant source for coupons accounting for approximately 88% of the coupons distributed. Coupons are also found printed on product containers, boxes or lids which have to be cut and removed for redemption. Some product manufacturers have included coupons within their sealed containers. By way of example, a coupon can be placed within a sealed cereal box where the coupon is for the same cereal or for a different product offered by the manufacturer. The coupons just described are redeemable during a purchaser's subsequent visit to a grocery store.

One method which is used to distribute coupons in a grocery store occurs at the time of purchase; specifically, a coupon is printed along with the customer's sales receipt. This method uses a bar code scanner to identify the items purchased and, based upon the items purchased, determines appropriate coupons to be printed for the customer as an inducement to use these coupons on a subsequent visit.

Still another method for distributing coupons within a grocery store utilizes coupon dispensers located throughout the store and which are generally positioned near the item for which the coupon is redeemable. Typically, a customer only obtains a coupon using this method when she is at the location within the store where the product is stocked.

One other method is for the grocery store to have copies of its recent newspaper advertisements located at the entrance of the store. These “store newspapers” contain coupons offered by the grocery store although manufacturer coupons may also be offered. Coupons located in such store newspapers must be separated from the newspaper page, usually by tearing. This is an inconvenience to most customers; particularly those who are pressed for time.

SUMMARY OF THE INVENTION

A method for distributing coupons in a grocery store utilizing the placement of coupons within egg containers or egg cartons of the “clam shell” variety. This method can be used for clam shell egg cartons which are of the vue-post type as well as those which are not.

Typically, egg cartons are formed into a single unit comprising a base section and a lid section which is pivotally connected thereto. For use in the retail sale of eggs, egg cartons are located usually along the back of a grocery store. Recent store configurations have also included positioning egg cartons and other dairy products along either the left side or right side perimeter isle of the store. With any of the configurations described, a consumer wishing to purchase eggs enters the store and travels to an area somewhat distant from the check out area. Before selecting an egg carton for purchase, many customers have a tendency to open the egg carton and inspect the eggs contained therein for damage.

The present invention discloses the placement of a coupon sheet into an egg carton. As used in this specification, the term “coupon sheet” can refer to either a single sheet upon which is printed either advertising, promotional offers, a single coupon, or multiple coupons separated from one another by perforations (referred to herein as a perforated coupon sheet).

The coupon sheets are folded and inserted into the egg carton in such a way so as not to interfere with the closure mechanism on the front side of the egg carton and also to not obstruct the view of the eggs through the aperture holes found on the lid section if a vue-post type egg carton is used. Preferably, the coupon sheets are pharmaceutical folded although any folding scheme can be used so long as the folded coupons can be properly positioned so as not to interfere with the closure mechanism of the egg carton or damage the eggs.

Each coupon sheet can be printed with multiple coupons or can alternatively be printed with special advertising such as a promotional offer or even a promotional game or contest. The coupon sheets are folded and then preferably positioned along the pivotal connection. The pivotal connection is defined as that area of the egg carton from which the lid section can be pivotally displaced relative to the base section between an open position and a closed position. This pivotal connection is located on the side of the egg carton opposite of the locking mechanism which can maintain the carton in the closed position. As defined here, pivotal connection does not have to be a separate part but can include areas of the lid and base sections which are connectively adjacent to each other.

Positioning the folded coupon sheets along the pivotal connection prevents the coupon sheets from shifting during transport. When the egg carton is in the closed position, the folded coupon sheet is disposed between the row of eggs adjacent to the pivotal connection, the pivotal connection, and the lid section.

A folded coupon sheet is preferably desired since multiple coupons can be provided for in a very limited space.

A customer desiring to purchase eggs will typically open the egg carton and discover the folded coupon sheet inside. By way of example, if the coupon sheet is a perforated coupon sheet, a customer inspecting eggs at the grocery store, can immediately remove the perforated coupon sheet, unfold it, and discover a plurality of coupons for immediate use within the store. The customer can easily separate a desired coupon from the other coupons by tearing along the perforations about that coupon's perimeter. This is a significant departure from the method described earlier where a coupon is printed at the time of purchase for use during a subsequent visit.

From a marketing standpoint, these coupons will serve as an inducement for the customer to purchase a product that she may not otherwise have intended to purchase. By obtaining these coupons at a point away from the check-out area, the customer is more inclined to continue shopping, and go to the product of interest on the coupon before proceeding to the check-out area.

The egg carton can thus serve as a source for many manufacturer coupons to be available at a grocery store and most importantly, be redeemable during that same visit.

The method described herein can not only be used for insertion of manufacturer coupons, but also for grocery store coupons, sometimes called “private label” or “store brand” coupons. Most major grocery store chains provide competitive egg cartons for sale which bear their own store brand. Rather than inserting manufacturer coupons, these egg cartons can alternatively contain grocery store coupons which can be used separately, or combined for use with manufacturer coupons.

Besides grocery stores, the method for distribution using egg cartons can include other channels of trade such as, but not limited to drug stores, convenience stores and mass merchandisers.

Because egg packing facilities handle wholesale orders for eggs for both grocery chains and for individual stores, coupon distribution, according to our invention, is unique in that coupons can be targeted for a specific store chain and even for a specific store. This offers the potential for targeting coupon versions for specific stores or store groups which are part of a grocery chain.

Similarly, different consumer groups can be targeted by offering different coupon sheets for various egg size carton groups. By way of example, cartons containing large eggs may receive one version of a coupon sheet, while cartons containing jumbo eggs may receive a different coupon sheet.

It is therefore an object of the invention to make available a variety of coupons to customers from a specific location in a grocery store for redemption by a customer during that visit to the grocery store.

It is a further object of the invention to utilize existing egg carton design minimizing the additional cost associated with use of this invention.

A final object of the invention is to afford the retail store chains the opportunity to customize the type of coupon sheets to be offered to customers. The offerings can be customized by either geographic location or by egg carton type.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a perspective view of an egg carton of the “clam shell” variety in the closed position used according to the invention. [0027]
FIG. 2 is a cross-section taken along line [0028] 2-2 of FIG. 1.
FIG. 3 is an egg carton shown in the open position displaying a folded coupon sheet. [0029]
FIG. 4 illustrates a customer removing the folded coupon sheet from the egg carton. [0030]
FIG. 5 illustrates the customer unfolding the coupon sheet.[0031]

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT

The method for distributing manufacturer coupons in a grocery store utilizes a typical prior art clam [0032] shell egg carton 10 having a base section 12 with individual egg compartments, and pivotally connected lid section 14, as shown in FIG. 1.
A plurality of [0033] eggs 16 are positioned in egg carton 10. Coupon sheet 18 is folded and can then be added to egg carton 10 and, when delivered to the grocery store, is located in the egg carton as illustrated in FIG. 2. Coupon sheet 18 is shown in general in FIG. 2, FIG. 3 and FIG. 4. Coupon sheet 18 is preferably pharmaceutical folded although these figures do not so represent.
Timing for the insertion of folded [0034] coupon sheet 18 into egg carton 10 is not critical. They can be inserted at any time after the carton has been filled with eggs. All that matters is that folded coupon sheet 18 be inserted into egg carton 10 at a time before the eggs are ready for retail purchase by customers.
[0035] Egg cartons 10 are then transported to grocery stores and then stacked by grocery personnel. Typically, grocery stores stack egg cartons in the dairy section which is usually located near the rear of the store.
The majority of customers who purchase eggs typically [0036] open egg carton 10 to inspect the eggs. As illustrated in FIG. 3, upon opening, the customer will discover folded coupon sheet 18. The customer is free to remove coupon sheet 18 from carton 10 as shown and FIG. 4 and unfold the sheet as shown in FIG. 5. In this example, the coupon sheet comprises multiple coupons separated from one another by perforations 20. The coupons would be available for redemption during the same visit. The arrows shown in FIG. 5 indicate in general the unfolding of folded coupon sheet 18, and should not be interpreted as a specific method of unfolding a coupon sheet.
Once a customer discovers the coupon sheet, some of the coupons may be of interest to the consumer, inducing her to purchase a particular item which she may have not had a previous interest in purchasing.[0037]

Claims

I claim:

1. A method for distribution of coupons to customers within a grocery store comprising:

providing an egg carton of the clam shell type having a lid section and a base section, said base section having individual compartments into which are positioned a respective egg;

providing a coupon sheet which is folded and disposed between said eggs and said lid section;

positioning a plurality of said egg cartons in a grocery store; and, removing said coupon sheet from one of said egg cartons by a customer.

2. The egg carton of claim 1 wherein said coupon sheet comprises a plurality of coupons each separated from adjacent coupons by perforations.

3. The egg carton of claim 1 wherein said coupon sheet comprises an advertisement.

4. A method for distribution of coupons to customers within a grocery store comprising:

providing an egg carton of the clam shell type having a lid section and a base section where a pivotal connection connects said base section to said lid section, said base section further having individual compartments into which are positioned a respective egg,

providing a coupon sheet which is folded and positioned between said pivotal connection, said lid section, and said eggs;

positioning a plurality of said egg cartons in a grocery store; and,

opening said egg carton and removing said coupon sheet from one of said egg cartons by one of the customers for redemption.

5. The egg carton of claim 4 wherein said coupon sheet comprises a plurality of coupons each separated from adjacent coupons by perforations.

6. The egg carton of claim 4 wherein said coupon sheet comprises an advertisement.

7. A clam shell type egg carton containing eggs for retail purchase, the egg carton having a base section with individual compartments for holding a multiplicity of eggs, and a lid section where a pivotal connection connects the lid section to the base section and can displace the lid section relative to the base section between an open position and a closed position, the improvement comprising:

a folded coupon sheet positioned along a portion of the pivotal connection such that when the egg carton is in the closed position, said folded coupon sheet is disposed between the eggs adjacent to the pivotal connection, the pivotal connection and the lid section.

8. The egg carton of claim 7 wherein said coupon sheet comprises a plurality of coupons each separated from adjacent coupons by perforations.

9. The egg carton of claim 7 wherein said coupon sheet comprises an advertisement.