CN102149304A

CN102149304A - Advertising display system

Info

Publication number: CN102149304A
Application number: CN2008801310614A
Authority: CN
Inventors: R·梅布鲁埃尔
Original assignee: MARKETING INTELLECTUAL PROPERT
Current assignee: MARKETING INTELLECTUAL PROPERT
Priority date: 2008-09-09
Filing date: 2008-09-09
Publication date: 2011-08-10
Anticipated expiration: 2028-09-09
Also published as: PH22011500004Y1; TW201010641A; CN102149304B; HK1156821A1; KR20110059874A; WO2010030235A1; KR101339999B1

Abstract

Product display shelving for supporting products for display at a retail outlet comprises a shelving structure (10) including a bank of vertically spaced shelves (11) forming open fronted spaces for products to be displayed and a number of advertising panels (14) each attached to the shelving structure (10) so as to be held upright with their opposed panel faces (15) extending outwardly from the shelving so as to be readily visible to observers looking along the shelving. The panels (14) are attached to the shelving structure (10) by mountings (16) which permit swinging movement of the panels if they are knocked by a person or trolley moving along the front of the shelving.

Description

The advertisement display systems

Technical field

The present invention relates under the retail purchases environment, provide the advertisement information relevant with product introduction.

Background technology

Typically, in the retail department store such as supermarket, hypermarket, convenience store, health and beauty shop or other retail environments, the product number of selling of depositing can change between 1000 to 50000 (or stock holding unit); Yet the commodity number of packages that the shopper buys can change between the basketful shopping at the single-piece commodity of foundation particular demands (filling a vacancy), but on average is no more than 30.

In order to help the shopper to make decisions, retailer and distributors provide mediation device notice, education and encourage the shopper.The example of mediation device comprises placard, the Digital Media such as the TV/LCD display screen, shopping cart placard, suspension type mobile device, floor paster etc.Nowadays, shopping is evolved.The shopper needs some information when shopping, for example check organic products, no seitan product, no cholesterol product, low product salt etc.Therefore, shelf/display area that to influence consumer's ideal position be exhibiting product or along the passage in dead ahead, product introduction position.

Do not carry shopping list (surpassing the research in 20 years, a POPAI-shopping point advertisement mechanism) because surpass 70% shopper, " crucial moment " that helps to influence the shopper is most important for brand distributors.

At the retailer, improving the shopping basket size and increasing trading value is a kind of strategy that makes one of shopper's over-bought.

In addition, need 3-5 to attract shopper's (with reference to " first crucial moment " of selling the shopper in the practice) second, and need 7-10 to make shopping decision-making/selection (" second crucial moment ") second.

With regard to the numerous species product, the shelf visuality is a kind of challenge.The packing of product has little surface area or effective pass-along message, perhaps owing to the mutual sharp fight frame of the many brands of certain series products face makes can not be with these product introductions (frame face) together, perhaps the frame face is occupied by the market leader who has maximum frame faces usually.The aesthetic feeling design of numerous species also is subjected to the shopper and how feels and define their restriction.For example, in the cleaning agent classification, be not difficult to find some dark coloured silks with red, blue or orange expression.Therefore, being difficult to make difference makes shelf outstanding or help the shopper to locate goods.

Another problem is visual.The central area of class I goods and the product showed at visual range attracts the shopper.The exchange hand of the product of showing beyond this crucial center or the visual range is very low, because they are missed by the shopper.

Therefore, advertising media's car very importantly helps the shopper:

A) location

B) provide noticeable information/education

C) formation is to the notice of new product

D) provide substitute

E) decision-making of assisting the shopper to make

F) transmit that packing goes up and extraneous information in addition etc.

Yet more nervous in the world in the current time, the shopper needs shopping fast.Available most of media vehicles all not on shelf, therefore can not help the shopper to make the shopping decision-making effectively.Equally, the shopper in 10 seconds walking through 300 goods (SKU), thereby be very difficult to be provided with many medium such as TV, wall placard, suspension type mobile device etc., described medium be not positioned on the shelf of exhibiting product or near, perhaps not along with the shopper in the shopping passage stroke and flow.For example, unlikely very useful at the TV or the placard of porch, shop.

And, surpass 70% shopper and do not have shopping list and surpass 50% shopper and do not have concrete brand in the heart, therefore, at the place, point of sale, with the hithermost medium of exhibiting product are most criticals.

On the shelf or near yet circular flow of most of TV, not very useful and effective therefore.The time that need to surpass 10 seconds produces and the mail message transmission, so the shopper may stand over there to wait hardly and views and admires.

Yet, on shelf, settle advertising media may hinder the kinds of goods of displaying, that is to say, be difficult to make the shopper to get at product, because advertising media's blocking-up and formation are near problem.

And also for meaningful and carry brand message, brand name, product sense of vision (packing identity) widely, advertising media must be enough big, with satisfied and integrate different reception and registration demands.Yet when when passage promotes handcart, large scale advertising media can hinder and hinder handcart, and if large scale advertising media become barrier, also can injure the shopper.And, be that cost is very high to the infringement of advertising media, not only need to change the unit, but also need to change the Venue Operations cost of these unit.

The damage advertising media that can't work or safeguard that very poor advertising media will make a bad impression, and the reputation and the brand impression of infringement advertised product; This is a problem that cost is extremely high.

The present invention can make that can be adjacent to the product of showing on the sale shelf presents show and colour with certain size and orientation, in this size and orientation, will be easy to see show and colour, the shopper can read advertising message immediately like this, and can not hinder the product or the shopper of displaying.

Summary of the invention

According to the present invention, the product introduction shelf that are used to be supported on the product that retail shop shows are provided, comprising:

Shelf structure (shelf board structure), it comprises the shelf of one group of vertical spacing in the open front space that is formed for exhibiting product; And

One or more advertising panels, each advertising panel place, the front portion of one of shelf or near be attached to shelf structure, being kept upright, and relative panel face stretches out from shelf, thereby makes the observer be easy to see when shelf are seen.

Described panel or each panel can place, the front portion of one of shelf or near be attached to shelf structure, one of described shelf is arranged on another shelf or other shelves top in this group shelf, and can be from attached (or that attachment) suspension downwards.Described shelf can be the shelves of the top in this group shelf.

Described attached (or attachment) can be attached to shelf structure with the top of described panel, and panel can be crossed a plurality of described shelves and vertically extends.

Preferably, described attached permission panel is swung away from its upright outstanding forward orientation when people who is moved along shelf the place ahead or object collision.

The described attached resiliently flexible that panel is provided is installed, and uprightly gives prominence to the orientation forward to make panel be back to it when the interference of elimination and people or object.

Described attached can being provided by attachment arrangement, described attachment arrangement comprise first attachment members that is attached to shelf structure, be attached to second attachment members of panel and connect the deflection connector of described first and second members with the swing that allows relative motion between them and panel.

Connector can be a resiliently flexible, so that the panel bias voltage is back to its uprightly outstanding forward orientation.

The present invention also provides a kind of advertising panel and panel installed part, and it comprises:

Elongated face plate has relative elongated on the described elongated face plate, with the displaying show and colour, and

The panel installed part, it is used for the end of panel is attached to the front portion of shelf structure, and so that panel is remained on erectility, under this state, its opposite face extends forward from the place ahead of shelf structure and it hangs downwards from attached.

Description of drawings

For more detailed ground explain the present invention, some specific embodiments are hereinafter described with reference to the accompanying drawings, wherein:

Fig. 1 shows the shelf structure that is equipped according to the invention with advertising panel;

Fig. 2 shows the form of panel blank, and the panel shown in Fig. 1 can be formed by this panel blank manufacturing;

Fig. 3 is the side view of panel installed part;

Fig. 4 is the perspective view of the part of panel installed part; And

Fig. 5 is the vertical view of panel installed part.

The specific embodiment

Fig. 1 shows the product introduction shelf, and it comprises shelf structure 10, and this shelf structure 10 comprises the shelf 11 that is supported on one group of vertical spacing in the support frame 12, and support frame 12 comprises a series of horizon bars 13 that extend along the leading edge of shelf.These bars can carry with these shelves between the space in relevant normal price and the product identification label of product showed.These labels, the label of especially installing along the front portion of below shelf is little and their content is difficult for being noted fast by the shopper along the walking of shelf the place ahead or understanding.

According to the present invention, a pair of big relatively advertising panel 14 is attached to shelf structure 10 in the front portion of the top shelf, and being kept upright, and their relative panel face 15 stretches out from shelf, so that the observer is easy to see when shelf are seen.Each panel 14 is attached to shelf structure 10 by installed part 16, installed part 16 is attached to shelf structure with the top of panel, and panel vertically hangs from installed part, vertically extends to cross a plurality of shelves, more particularly, crossing three shelves in the configuration that illustrates vertically extends.

Advertising panel 14 can be enough big, to integrate and to pass on the distributors that comprises brand name, product advantage and attribute, advertisement mnemonic symbol, brand figure and/or packing of product brand information effectively.Panel is placed near the product of displaying, but just Fast Reading information of shopper (spend usually 2-3 second) and make purchase decision (be generally 7-10 second) like this, and the exact position that need not to search product." product card mark " not only serves as in this advertising media, but also helps the shopper to discern and locate product category, and also serves as " classification mark ".

Because advertising panel is outstanding forward from shelf, so the observer just can observe and read these advertising panels from certain distance being easy to when shelf are seen, and advertising panel can be positioned to the shopper is attracted to product space.Therefore, under the typical retail environment that possesses shelf and channel layout, the shopper can be easy to from the product of channel end (main aisle of interface channel) location displaying.This makes very effective medium can help to locate fast the product on the shelf.

Advertising panel 14 is elongated shape, and its top is wideer than the bottom, thereby maximizes its exposed areas, does not enter in the certain space and its lower end is given prominence in shelf the place ahead, and in this space, they may cause intolerable obstruction to shopper and handcart passage.The outer rim of panel is die cut at Reference numeral 17 places and helps to reduce to hinder possibility and prevent shape to shopper injury or infringement.In order further to reduce the obstruction problem, installed part 16 allows panels 14 to be swung away from its uprightly outstanding forward orientation when people who is moved along shelf the place ahead or handcart collision, and when shopper or handcart by the time turn back to its previous position.

The structure of installed part 16 has been shown among Fig. 3 to 5.As shown in these figures, each installed part comprises attachment members 22 that is attached to panel and the attachment members 21 that is attached to shelf structure and the connector 23 that

attachment members

21 and 22 is linked together in the mode that allows the panel swing.Connector 23 comprises helical spring 24, and described helical spring 24 is connected to attachment members 22 and is assemblied in the tubular bearing 25 on the attachment component 21.This connector form provides omnipotent deflection to connect, and it allows panel to swing in door shape mode around vertical axis by installed part, centers on the motion of horizontal axis Patting type but also possess any combination of passing through these swings fully.Attachment members 22 is the small frames that keep panel.Be attached on the small frame panel circulating type.Attachment members 22 can be connected to shelf structure by holder, for example screw holder.Perhaps, it can utilize the screw in the hole of passing in the attachment members 26 to be attached on the shelf of shelf structure.

In order to allow to show quite large-scale show and colour, each advertising panel 14 can have 450 millimeters to the 750 millimeters degree of depth in the scope, and typically can have about 660 millimeters degree of depth.In order to minimize obstruction, the panel width of each panel bottom can be 100 millimeters to 150 millimeters scope, and typically is about 127 millimeters.Each panel can be roughly rectangular or can be wideer than the bottom at the top, for example, is roughly down the L shaped of L shaped or modification as shown in Figure 1, and it can be formed by blank cross cutting as shown in Figure 2.The Breadth Maximum on the top of panel can be in 150 millimeters to 250 millimeters scope, and typically is about 200 millimeters.Passage and shelf space according to different retailers can change.

Shown embodiments of the invention only are to propose as an example, and can revise.For example, the panel installed part can any convenient manner, for example be attached to shelf structure by the adjustable clamp gripping member, and also can be attached to panel by any convenient manner.Should be appreciated that many this modifications and modification will fall in the scope of appended claim book.

Claims

1. be used to be supported on the product introduction shelf of the product that retail shop shows, comprise:

Shelf structure, it comprises the shelf of one group of vertical spacing in the open front space that is formed for exhibiting product; And

One or more advertising panels, each advertising panel place, the front portion of one of described shelf or near be attached to described shelf structure, to be kept upright, wherein relative panel face stretches out from described shelf, so that the observer is easy to see when described shelf are seen.

2. product introduction shelf as claimed in claim 1, it is characterized in that, described panel or each panel place, the front portion of one of described shelf or near be attached to described shelf structure, one of described shelf is arranged on another shelf or other shelves top in this group shelf, and hangs downwards from attached.

3. product introduction shelf as claimed in claim 2 is characterized in that, described panel or each panel place, the front portion of the top of this group shelf shelf or near be attached to described shelf structure.

4. as claim 2 or 3 described product introduction shelf, it is characterized in that described attached top with described panel is attached to described shelf structure, and described panel is crossed a plurality of described shelves and is vertically extended.

5. as each described product introduction shelf in the claim 1 to 4, it is characterized in that described attached permission panel is swung away from its upright outstanding forward orientation when people who is moved along shelf the place ahead or object collision.

6. product introduction shelf as claimed in claim 5 is characterized in that, the described attached resiliently flexible that described panel is provided is installed, and uprightly give prominence to the orientation forward described panel is back to it when the interference of elimination and people or object.

7. as claim 5 or 6 described product introduction shelf, it is characterized in that the described panel of described attached permission is by described attached around the vertical axis swing.

8. product introduction shelf as claimed in claim 7 is characterized in that, described attached also the permission by described attached around the horizontal axis swing.

9. as each described product introduction shelf in the claim 5 to 8, it is characterized in that, described attachedly provided by attachment arrangement, described attachment arrangement comprise first attachment members that is attached to described shelf structure, be attached to second attachment members of described panel and connect the deflection connector of described first and second members with the described swing that allows relative motion between them and described panel.

10. product introduction shelf as claimed in claim 9 is characterized in that described connector is a resiliently flexible, so that described panel bias voltage is back to its uprightly outstanding forward orientation.

11. product introduction shelf as claimed in claim 10 is characterized in that, described connector comprises and is connected to one of described attachment members and is assemblied in helical spring in the bearing in the described attachment members another.

12. each described product introduction shelf in the claim is characterized in that as described above, described panel or each panel have the degree of depth in 450 millimeters to 750 millimeters scopes.

13. product introduction shelf as claimed in claim 12 is characterized in that, the described panel at the place, bottom of described panel or the width of each panel are in 100 millimeters to 150 millimeters scope.

It is 14. each described product introduction shelf in the claim is characterized in that described panel is wideer than the bottom at the top as described above, so that fartherly outstanding in described bottom from described shelf at described top ratio.

15. product introduction shelf as claimed in claim 13 is characterized in that the Breadth Maximum on the top of described panel is in 150 millimeters to 250 millimeters scope.

16. advertising panel and panel installed part, it comprises:

Elongated face plate has relative elongated on this elongated face plate, with the displaying show and colour, and

The panel installed part, it is used for the end of described panel is attached to the front portion of shelf structure, thereby described panel is remained on erectility, and under this state, its opposite face extends forward from the place ahead of described shelf structure and hangs downwards from attached.

17. advertising panel shown in claim 16 and panel installed part is characterized in that, described panel installed part makes and allows panel to be swung away from its upright outstanding forward orientation when people who is moved along shelf the place ahead or object collision.

18. advertising panel shown in claim 17 and panel installed part, it is characterized in that described panel installed part comprises first attachment members that is attached to described shelf structure, be attached to second attachment members of described panel and connect the deflection connector of described first and second members with the swing that allows relative motion between them and described panel.

19. advertising panel shown in claim 18 and panel installed part is characterized in that described connector is a resiliently flexible.

20. advertising panel shown in claim 19 and panel installed part is characterized in that described connection comprises helical spring, described helical spring is connected to one of described attachment members and is assemblied in the bearing in the described attachment members another.