ES2446190A1 - Product display (Machine-translation by Google Translate, not legally binding) - Google Patents

Abstract

Product display comprising at least one product display area comprising at least one support for the arrangement and display of products and at least one multimedia content projector connected to a computer, wherein said projector is adapted to project at least multimedia content in at least one projection area of the exhibitor comprising said product exhibition area. (Machine-translation by Google Translate, not legally binding)

Description

Product display

5 The present invention refers to the sector of the exhibition of products in stands.

More particularly, the present invention refers to an exhibitor for the advertising of products in places of sale or points of sale.

10 In the field of advertising applied in product exhibitors in places of sale or points of sale, it is important to capture the attention of the clients towards the exposed product, with respect to other product exhibitors, in order to give notoriety to the product brand, customer loyalty and thus increase product sales.

15 There are different types of exhibitors or stands in the state of the art that use different imaging techniques to attract the public or capture users' attention to the exhibitors with the products displayed.

Thus, US Patent 3861792 discloses, for example, a device

20 envelope dispenser with three receptacles and a screen for the reproduction of advertising content. Additionally, said device comprises, in its upper part, a sign that invites to take one of the exposed envelopes. When a user picks up an exposed envelope, said device, which comprises an envelope detection system composed of a bulb that emits light transversely through the receptacles, detects that the

25 envelope is removed from its corresponding receptacle at the moment in which envelope is arranged vertically and cuts the beam of transverse light. When said light beam is cut, the device activates the reproduction of advertising content. The device clearly does not have any product displayed on its stand and, additionally, it also fails to attract the user unless it decides to take an envelope from the device.

30 Another example of a device is that of German patent document DE 20 2004003242 U1 which discloses a stand composed of a series of inclined trays or shelves for the provision of promotional product brochures. Said stand comprises above said trays a housing comprising a light projector, of the lamp type, arranged

35 vertically for the projection of images within said housing. The said housing additionally comprises a light beam splitter mirror which, together with another

concave mirror arranged in the lower part of said housing, manages to project a real promotional image within said housing to attract the public. Once again, this device clearly does not have any product displayed on its stand. Additionally, said device, due to the use of a light projector, lamp type, also does not allow a clear, clear and bright visualization of the projected promotional image, from different viewing angles and from great distances, so that it is doubtfully capable of attract the general public.

In addition to the limitations set forth for each of the devices described above, there are currently other limitations in most countries of the world when it comes to advertising products such as tobacco and / or alcohol. Basically, it is considered that the advertising and promotion of tobacco and / or alcohol products, whether direct or indirect, have a proven influence on personal behaviors and social habits, so they become a clear element of induction and favoring its consumption, especially in children and youth. Therefore, in many countries, any kind of advertising and promotion of tobacco and / or alcohol is prohibited in all kinds and means of advertising, whether printed, radio, television, electronic or cinematographic. In certain countries, such limitations in advertising may extend to other types of products.

Thus, it is convenient to find an exhibitor to solve the aforementioned problems. More particularly, it is an objective of the present invention to make known a product display that allows to capture the attention of people at the place of sale of the exposed product. Additionally, another objective of the present invention is to present a product display that is compact, efficient, modular and that adapts the product exposure for each user.

Other objectives of the present invention are to highlight or exalt an exposed product with respect to others and, additionally, to collect data from the point of sale that provide relevant information so that the client understands how to modify the content of their advertising campaigns and thus achieve more effective advertising .

According to the present invention, this is achieved by a product display comprising: - at least one product display area comprising at least one support for the arrangement and display of products;

-

at least one multimedia content projector connected to a computer;

Said product display is characterized in that said projector is adapted to project at least one multimedia content in at least one projection area of the display comprising said product display area. In this way, a compact, modular and efficient display is achieved that manages to project, at least, a multimedia content directly on the display area of the display.

Preferably, said display comprises at least one product exhibited in said exhibition area.

According to a preferred embodiment of the invention, said product display is composed of two parts perpendicular to each other in an L-shape, a first part comprising said projector connected to computer means and a second part comprising a projection zone comprising said area of product display In this way, it is possible to integrate in a compact way the multimedia content projector inside the display, allowing a clear projection of high resolution on the display area of the display.

According to a preferred embodiment of the invention, said display comprises optical means adapted to direct the multimedia contents projected by the projector towards said projection zone. Preferably, said optical means comprise a rotation angle control system of said optical means, said system being governed by a stepper motor. In this way, it is possible to direct, with maximum precision, the projection of the multimedia contents on the projection area according to a great diversity of angles. Preferably, said optical means comprise at least one reflection mirror.

According to another preferred embodiment of the invention, between the lens of the multimedia content projector and the optical means, means of absorbing the light beam emitted by said projector are arranged. In this way, it is possible to reduce the number of on / off cycles, in turn reducing the life of the projectors considerably.

Preferably, said display additionally comprises various detection, capture and storage sensors of various physical and chemical quantities such as,

for example, motion sensors, presence sensors or proximity sensors, among others.

Preferably, said display additionally comprises means for capturing and storing images, video and audio from various areas adjacent to said display, such as, for example, "Webcam" video cameras along with microphones, among others.

Preferably, said display further comprises audio reproduction means incorporated into said multimedia contents projected on the exposed product.

Preferably, said computer comprises means for capturing and digitally processing the signals generated by the various sensors and means for capturing images, video and audio of the exhibitor.

More preferably, said computer is adapted to decide, in real time, what stored multimedia contents should be played through said projector on said projection zone, depending on the signals processed by said digital signal processing means. In this way, it is possible to customize the projection of multimedia content on the projection area of the exhibitor (which includes the product exhibition area) according to the different behaviors of potential customers (captured by the various sensors and capture media of images, video and audio of the exhibitor in real time) with respect to the product display.

Preferably, said computer comprises wireless connection means for sending said processed signals to at least one server that includes databases and at least one analysis module of the different signals processed in the display.

Preferably, said projector is of the LED type capable of making multimedia content projections according to the projection system by means of the technology known as "Digital Light Processing" (DLP). This DLP technology resides in a type of an optical semiconductor that is known as the DLP chip. Said DLP chip is a light switch that contains a rectangular matrix of up to 2 million pivoting microscopic mirrors and each of these micro mirrors is less than a fifth of the width of a human hair. When a DLP chip coordinates with a digital video or graphic signal, a light source and a projection lens, the mirrors can reflect a digital image on a screen or other surface. The DLP chip, in combination with the electronic components of a projector, produces video and images of great image quality, not only improving color accuracy, but also illuminating secondary colors to obtain accurate and real images. Unlike other technologies, DLP technology can use up to six different colors to produce an image, and can produce

5 a new level of color performance that increases the brightness of colors by up to 50% with respect to old projectors.

For better understanding, several figures describing the different parts of various preferred embodiments of the invention are attached by way of explanatory but not limiting example.

Figure 1 shows a general scheme of the different elements according to the present invention.

Figure 2 shows a perspective view of a blocking and absorbing system of the light beam emitted by a projector according to a preferred embodiment of the present invention.

Figure 3 shows a perspective view of the blocking and absorption system of the beam of light emitted by a projector of Figure 2 in which said system blocks and absorbs the beam of light emitted by said projector.

Figure 4 shows a perspective view of a first preferred embodiment of a product display according to the present invention.

25 Figure 5 shows an exploded perspective view of the first preferred embodiment of Figure 4.

Figure 6 shows a perspective view of the first preferred embodiment of Figure 4 in which a way of using said display according to said embodiment can be seen.

Figure 7 shows a front view of a second preferred embodiment of a product display according to the present invention.

Figure 8 shows a sectioned perspective view of the preferred embodiment of Figure 7.

Figure 9 shows a front view of the preferred embodiment of Figure 7, in which a way of using said display according to said embodiment can be seen.

5 Figure 10 shows a perspective view of a third preferred embodiment of a product display according to the present invention.

Figure 11 shows a sectioned perspective view of the preferred embodiment of Figure 10.

10 Figure 12 shows a perspective view of the preferred embodiment of Figure 10, in which a mode of use of a product display according to said embodiment can be seen.

Figure 1 shows a -1-general scheme of the different elements that are part of the display according to the present invention, as well as other elements, which may also be part of the present invention. Said general scheme -1-comprises a projector -2-, adapted for the projection of multimedia contents -3-on an area -4-projection of the exhibitor comprising a -5-exposure area of the exposed product

20 in the same exhibitor. Additionally, the exhibitor may comprise audio reproduction means that is incorporated into said multimedia contents -3 projected, such as, for example, speakers -8-.

In this way, on the -4-projection zone of the exhibitor comprising a -5 zone

25 of exhibition of products, it will be possible to project at least one multimedia content -3-, customized for each advertising campaign and / or client. This projection may cover many types of multimedia content, from, for example, simple lighting and a set of lights and colors that alternate the illuminated areas based on a previous programming, to slideshows / photos, movies, animated illustrations or animations

30 3D multimedia, among others. In short, all content that can be projected with a projector can be projected.

The -2-projector of the present invention can be of the LED type and can be operated by the technology known as "Digital Light Processing" (DLP). This DLP technology resides in

35 a type of an optical semiconductor that is known as the DLP chip. Said DLP chip is a light switch that contains a rectangular array of up to 2 million

pivoting microscopic mirrors and each of those micro mirrors is less than a fifth of the width of a human hair. When a DLP chip coordinates with a digital video or graphic signal, a light source and a projection lens, the mirrors can reflect a digital image on a screen or other surface. The DLP chip, in combination with the electronic components of a projector, produces video and images of great image quality, not only improving color accuracy, but also illuminating secondary colors to obtain accurate and real images. Unlike other technologies, DLP technology can use up to six different colors to produce an image, and can produce a new level of color performance that increases the brightness of colors by up to 50% compared to older projectors.

Compared to other chips, it allows you to project images with more brightness and greater energy efficiency. Additionally, the chip size allows to obtain a lighter and more compact projector.

Additionally, the -2-projector also allows to project multimedia content with 3D effects, in addition to playing in 2D and 3D. In addition, said -2 projector can offer 720p playback in high definition.

An example of a -2-projector can be the “Qumi Q5” model of the manufacturer “Vivitek”, among others.

Additionally, the exhibitor comprises computer means, such as, for example, a computer -7-type PC, among others, adapted for storage (storage module -71-) and reproduction (playback module -73-) of the contents multimedia -3-. The multimedia contents -3-selected will be reproduced through said playback module -73-and through a graphics card -74-that will transmit said multimedia contents -3-to the projector -2-to project them over the projection area -4 of the exhibitor that includes a 5-product exhibition area. Likewise, the computer -7-may have at least one sound card -75- that will transmit the audio incorporated in said multimedia contents -3-projected towards the speakers -8-.

Additionally, the exhibitor may comprise various sensors -9-for detecting, capturing and storing various physical and chemical quantities such as, for example, presence sensors -91- or proximity sensors -92- that allow detecting the

presence of the user -6-and / or the movement thereof around the exhibitor. Additionally, the display can also comprise pressure sensors -93-, such as barometers, among many others. Likewise, the exhibitor may also include means for capturing and storing images, video and audio (not illustrated) of various areas adjacent to said exhibitor. An example of such media can be, for example, a "WebCam" audiovisual recording camera with a built-in microphone.

In addition, the computer -7-incorporated in the display can comprise means for capturing and processing the signals (such as, for example, a digital -72 signal processor) generated by the various sensors -9- and media (not shown). ) of capturing images, video and audio of the various areas adjacent to said exhibitor. In this way, the computer -7-incorporated in the display, depending on said processed signals (which may comprise various characteristics of consumers -6-interacting with said display) by means -72-, can be selected in real time one or the other multimedia content -3-to be projected onto the -4-projection area of the exhibitor comprising a -5-product exhibition area.

Additionally, the display may comprise wireless connection means (not shown), such as, for example, a WiFi connection, among others, for sending the signals processed by the digital signal processor -72 to at least a server -10-consisting of databases -101-and at least one -102-module for analyzing the different signals captured in the display. Said signals analyzed by said module -102-may be consulted by the owner -11-of the product displayed in the exhibitor or by the department -111-responsible for managing the advertising campaigns of said product. In this way, both the client -11-, or directly the department -111 responsible for managing the advertising campaigns of said product, can make their advertising campaigns more efficient having the possibility of making modifications -112 on the multimedia content remotely to focus, In real time, the advertising campaign.

Thus, the multimedia contents -3- may vary in real time depending on the combination made between the various sensors -9-, which are part of the product display and that transmit information of what is perceived in the exhibitor's environment, and the software that incorporates said exhibitor capable of interpreting said captured information and

processed. It could be understood as a greater or lesser capacity of the exhibitor to communicate or be able to interact with the consumer.

Additionally, the display may comprise wireless means (not shown) of all the elements that are part of the display, such as, for example, a remote control for the control of the projector -2-, of the computer -7- , of the speakers -7

or of the sensors -9-.

Figures 2 and 3 show a preferred embodiment of a blocking and absorption system of the beam of light emitted (or multimedia contents emitted) by the projector -2-. According to said embodiment, the display comprises optical means such as, for example, a reflection mirror -23-, capable of reflecting a beam of light -21-coming from the projector -2-in a direction -22-towards zone -4 -de exhibitor projection. Said reflection mirror -23 may comprise a system (-231-, -232-) for controlling the angle of rotation of said mirror -23-, said system (-231-, -232-) being governed by a stepper motor (not illustrated) of great precision. In this way, the projection of the multimedia contents on the projection area is managed with maximum precision according to a wide variety of angles.

Additionally, and as can be seen in said figures 2 and 3, a filter system (-24-, -25-, -26-) is arranged between the projector lens -2-of multimedia content and the mirror -23- optical that allows to filter, block and / or completely absorb the beam of light emitted by the projector -2-. In this way, it is possible to reduce the number of on / off cycles, in turn reducing the life of the projectors considerably. Another way to reduce the number of on / off cycles of the projector -2-, is achieved by the computer -7-, which is capable of controlling the projector -2-so that the latter, being on, does not emit any type of Light or multimedia content.

Figures 4, 5 and 6 show different perspective views of a first preferred embodiment of a display -12-of products according to the present invention. As can be seen in figure 4, the product display -12-is composed of two parts (-121-, -127-) in the form of L. However, in the embodiment shown in figures 4 a 6, said parts (-121-, -127-) can be perpendicular to each other, said example is not limited exclusively to this embodiment. A first part -121-comprises the projection area of the multimedia contents projected by the projector -2-and also

It includes the product exposure area -123-by means of its corresponding support (not shown). Said first part -121-can be modular and can comprise any form depending on the needs of the client.

A second part -127-of the display comprises a housing area of the various elements, such as, for example, the projector -2-fixed by the elements -130-inside said part -127-, the computer -7- which controls said projector -2-. As can be seen in Figure 5, said second part -127-of the display can additionally accommodate a set of fans (-128-) for the projector -2- and a mirror -23-inclined reflection as it has been previously described.

Additionally, said part -127-can also comprise a plurality of ventilation holes -131. Due to the use of the fan set (-128-), and the need that the projector -2-can vary the position angle thereof within said part -127-of the display -12-, use can be made of a separator -129-that separates the projector -2-from the mirror -23-. Said part -127-is closed by a top -122-top comprising, in turn, a slightly inclined -124-top part comprising a hole -125-of glass -126-where multimedia contents emitted by the projector -2-.

By way of illustrative example, Figure 6 shows a way of using said display -12-. The projector -2-located in the part -127-manages to project through the hole -125a multimedia content (in the example, a face -132-) on the projection zone (part -121-) that comprises the exposure area of the product -123- (in the example, glasses -123-).

Figures 7, 8 and 9 show different perspective views of a second preferred embodiment of another display -14- of products according to the present invention. As can be seen in figure 7, the product display -14-is composed of two parts (-141-, -142-). A first part -142-comprises the projection zone (-153-, -154-, -155-) of the multimedia contents projected by the projector -2-and also includes the product exposure area -151-by means of its corresponding support. In this case, the projection zone is composed of an object -15- with different surfaces (-153-, -154-, -155-) perpendicular to each other in which various multimedia contents can be projected. Also, the product exhibition area

-151-rises with respect to the projection area to extol and focus the observer's attention on the product -151- (in this case, a pack of tobacco).

The second part -141-of the exhibitor houses -161-the projector -2-controlled by the computer -7-. Additionally, as can be seen in Figure 8, inside -161- of said second part -141-, an inclined reflection mirror -23-can be arranged as described above. In fact, this arrangement can be considered structurally the same as that of the exhibitor -12- of figures 4 to 6 inverted 180 degrees vertically.

By way of illustrative example, Figures 8 and 9 show a way of using said display -14-. The projector -2-, housed inside -161-of part -141-, manages to project a multimedia content -202-that is projected on the mirror -23- and reflects it on the projection area (-153-, -154-, -155-) and other parts around it comprising the product exposure area -151-.

Figures 10, 11 and 12 show different perspective views of a third preferred embodiment of another display -17- of products according to the present invention. As can be seen in figure 10, the product display -17-is composed of two parts (-171-and -172-). A first part -172-comprises the projection zone (in the example, a plurality of tobacco boxes -173-arranged in their respective supports -174-) of the multimedia contents that are intended to be projected by the projector -2-and also It also includes the product exposure area (in this case, some of the tobacco boxes -173-among others).

The second part -175-of the display -17-houses inside -171-the projector -2 controlled by the computer -7- (in this case, the computer -7-is arranged in a rear part of the projection area) . Additionally, as can be seen in Figure 11, inside -171- of said second part -175-, an inclined reflection mirror -23-can be housed as described above. In fact, this arrangement, again, can be considered structurally the same as that of the display -14 of Figures 7 to 9.

By way of illustrative example, Figure 12 shows a mode of use of said display -17-. The projector -2-, housed inside -171-of part -175-of the display -17-, manages to project a multimedia content on the projection area (plurality of products -173- and their respective supports -174-) comprising the product exposure area (the -180- boxes) through a hole -176-arranged in the projector holder -2-which separates the first -172- from the second part -171-.

For each of the examples described above of the exhibitors -12-, -14-and -17-, calculations of the projection and product exhibition areas of each exhibitor can be carried out in which the projector -2- Want to project at least one multimedia content. These previous calculations will be carried out by the computer -7- in order to parameterize the projection with the parameters required by each exhibitor.

The exhibitors -12-, -14-and -17-previously arranged may comprise all the elements explained above in Figure 1, such as:

-Sensors -9-for detection, capture and storage of various physical and chemical quantities such as, for example, presence sensors -91-or proximity sensors -92-that allow to detect the presence of the user -6-and / or movement of it around the exhibitor;

-

pressure sensors -93-, such as barometers;

-

means for capturing and storing images, video and audio from various areas adjacent to each exhibitor, such as, for example, a “WebCam” audiovisual recording camera with a built-in microphone;

-

the computer -7-incorporated in each display may comprise means for capturing and processing the signals (such as, for example, a digital -72 signal processor) generated by the various sensors -9- and means (not illustrated) of capture of images, video and audio of the various areas adjacent to said exhibitor;

-

Each exhibitor may include wireless connection means, such as, for example, a WiFi connection, among others, for sending signals processed by the digital -72 signal processor to at least one -10 server composed of databases. -101-and at least one -102 module for analyzing the different signals captured in the display.

While the invention has been described with respect to several examples of preferred embodiments, these should not be considered as limiting the invention, which will be defined by the broader interpretation of the following claims.

Claims (14)

1. Product display comprising: • at least one product display area comprising at least one support for 5 the arrangement and exhibition of products; • at least one multimedia content projector connected to a computer, characterized in that said projector is adapted to project at least one content multimedia in at least one projection zone of the exhibitor comprising said product display 2. Product display according to claim 1, characterized in that it is composed of two parts perpendicular to each other in an L-shape, a first part in which said projector and the computer to which it is connected are housed, and a second part comprising a projection zone comprising said exposure zone of 15 products 3. Product display according to any one of claims 1 or 2, characterized in that said display comprises optical means adapted to direct the multimedia contents projected by the projector towards said projection area. 4. Product display according to claim 3, characterized in that said optical means comprise a control system of the angle of rotation of said optical means, said system governed by a stepper motor. 5. Product display according to any of claims 3 or 4, characterized in that said optical means comprise at least one reflection mirror. 6. Product display according to claim 3, characterized in that between the lens of the multimedia content projector and the optical means, means for absorbing the beam of light emitted by said projector are arranged. 7. Product display according to any of the preceding claims, characterized in that said display additionally comprises various sensors for detection, capture and storage of various physical and chemical quantities.

8.

Product display, according to any of the preceding claims, characterized in that said display additionally comprises means for capturing and storing images, video and audio from various areas adjacent to said display.

9.

Product display according to claims 7 and 8, characterized in that said computer comprises means for capturing and digitally processing the signals generated by the various sensors and means for capturing images, video and audio of the display.

10.

Product display, according to claim 9, characterized in that said computer is adapted to decide in real time to reproduce some or other multimedia content through said projector on said projection area depending on the signals processed by said digital signal processing means .

eleven.

Product display, according to the preceding claims, characterized in that said computer comprises wireless connection means for sending said processed signals to at least one server composed of databases and at least one analysis module of the different signals processed in the display .

12.

Product display according to claim 1, characterized in that said display additionally comprises audio reproduction means incorporated in said projected multimedia contents.

13.

Product display according to claim 7, characterized in that said detection sensors are presence and proximity sensors.

14.

Product display, according to any of the preceding claims, characterized in that it comprises at least one product exposed in said exhibition area.

fifteen.

Product display, according to any of the preceding claims, characterized in that said projector is of the LED type capable of making multimedia content projections according to the DLP projection system.