GB2347296A

GB2347296A - Display systems

Info

Publication number: GB2347296A
Application number: GB9904261A
Authority: GB
Inventors: Martin Stuart Christie
Original assignee: Individual
Current assignee: Individual
Priority date: 1999-02-24
Filing date: 1999-02-24
Publication date: 2000-08-30
Also published as: GB9904261D0

Abstract

A plurality of display modules 1(a), 1(b), 1(c), ... comprise respective electronic memories 2(a), 2(b), 2(c), ... and respective display elements 3(a), 3(b), 3(c), ... A control module 4 transmits video data to each of the display modules 1(a), 1(b), 1(c), ... via a data cable 5, and the display modules in turn store the data in the memories 2(a), 2(b), 2(c), ... Power is also supplied from the control module 4 to the display modules 1(a), 1(b), 1(c), ... via a power cable 8. Each display element 3(a), 3(b), 3(c), ... is arranged to display moving video images in accordance with the data stored in its memory 2(a), 2(b), 2(c), ... The sequence of video signals is cycled, typically at a repetition rate of about 7 seconds. The entire data sequence is updated periodically by transmitting new video data along a data pathway 5. The display system is particularly suitable for use in retail outlets for the purpose of point-of-sale advertising, wherein each display module is mounted on a particular shelf such that the image displayed relates to the goods located on that shelf. The data pathway 5 and power pathway 6 are attached to the edge of product shelves, and the display modules are mounted to the shelves so as to receive both the data and the power from the pathways. The displays can fit in apertures (11, Fig 3) in an opaque (10), back-lit (9) screen.

Description

DISPLAY SYSTEMS The present invention relates to display systems and in particular to systems wherein a plurality of display devices are arranged to display respective images in a commercial environment, such as a retail outlet.

It has long been established that powerful point-of-sale promotion can help to increase not only sales of a particular brand but also sales of a complete product line. A large number of conventional display materials have been used to achieve this effect. However, the greater the quantity of such advertising material, the less effective it becomes.

It is known to use more technical equipment to effect such product promotion, such as videos on a CRT (cathode ray tube) or an LCD (liquid crystal display) to deliver visual material to customers at the point of sale. However, this approach has several major drawbacks, such as the high cost of the hardware and its low flexibility, given that sales messages cannot readily and conveniently be updated. Although a supplier could deploy a merchandising service to update materials, this would still entail a high cost.

It would therefore be desirable to provide a system which overcomes, or at least mitigates, some or all of the above disadvantages of conventional systems.

In accordance with the present invention there is provided a display system comprising a control module and a plurality of display modules, each display module comprising an electronic memory arranged for storing data corresponding to an entire image, a display element arranged to display an image in accordance with said data and means responsive to a signal from said control module for updating the data stored in said memory thereby to change the image displayed.

With such an arrangement, each display module could be located on a product shelf of a retail outlet so as to display an advertisement for that particular product or simply product information and price. When products are re-arranged or re-priced, the memory in each display module can be updated accordingly, resulting in a potentially large cost saving. Furthermore, by incorporating a memory in each display module, the need for conventional video signal decoding circuitry is thereby avoided.

The control module is preferably responsive to signals received from a remote location, e. g. via a telephone line, for generating the data-changing signal for each display module.

Each of at least some of the display elements may be arranged to display a different respective image, such an arrangement enabling different products to be advertised with corresponding displays.

The memory is preferably arranged to store data corresponding to an image sequence such that each display element displays said sequence as a moving image. In this case, the image sequence may be repeated after a predetermined time, such as approximately 7 seconds or longer, which is preferably substantially equal to the duration of the image sequence, thereby to provide a constant display, The display is preferably arranged to display colour images.

The present invention has particular utility in a retail outlet and therefore each display module preferably comprises means for mounting to the front edge of a shelf.

The mounting means advantageously comprises a terminal for receiving data from a data rail connected to a said shelf and/or additionally for receiving power from a power rail connected to a said shelf.

Each display element preferably has an image-displaying area having a diagonal length of approximately 4 centimetres. With such an arrangement, the display can be of low resolution, since at this size the display is of acceptable clarity, and the number of pixels in the image is substantially less than that required for a normal video image. Thus, the required memory capacity is reduced. Furthermore, for a given memory capacity, a greater number of separate images for a video sequence can be stored.

Such a display system is preferably provided in combination with one or more light sources for providing back-illumination for the display elements, each light source being preferably elongate, so as to be suitable to be arranged along the front of a product shelf. Each light source is conveniently a fluorescent tube.

Such an arrangement preferably further comprises means for supporting each of the display module in front of each light source, and the supporting means may comprise a substantially opaque screen formed with one or more apertures therein sized to receive the display modules. One or more substantially opaque blanking plates may additionally be provided to cover any spare apertures for which there is no corresponding display module.

The supporting means may comprise a product shelf itself.

The invention extends to a display module for use in a display system of the above type.

A preferred, non-limiting embodiment of the present invention will now be described with reference to the accompanying drawings, wherein: Figure 1 illustrates schematically the display system of the preferred embodiment; Figure 2 illustrates an arrangement for mounting the display modules of the display system of Figure 1 to a shelf of a retail outlet, and Figure 3 illustrates schematically a further such arrangement.

Referring to Figure 1, a plurality of display modules l (a), l (b), l (c),... each comprise a respective integral electronic memory 2 (a), 2 (b), 2 (c),... and a respective display element 3 (a), 3 (b), 3 (c),... A control module 4 transmits different respective video data to each of the display modules 1 (a), 1 (b), 1 (c),... via a data pathway 5, such as a cable, a datarail or a bus, and the display modules in turn store the data in the respective electronic memories 2 (a), 2 (b), 2 (c),... Power is also supplied from the control module 4 to the respective display modules I (a), l (b), l (c),... via a power pathway 6, such as a cable, a datarail or a bus. Each display element 3 (a), 3 (b), 3 (c),... is arranged to display a sequence of colour video images, so as to simulate a moving image, in accordance with the data stored in the respective memory 2 (a), 2 (b), 2 (c),... The sequence of video signals is cycled, typically at a repetition rate of about 7 seconds.

Data corresponding to the entire sequence of images is stored in the respective memory 2 (a), 2 (b), 2 (c),... and so there is no need to decode incoming video signals for each image presentation. The entire data sequence may be updated periodically by transmitting new video data along data pathway 5.

The display system is particularly suitable for use in a large retail outlet, e. g. for the purpose of point-of-sale advertising. In this case, each display module is mounted on a particular shelf such that the image displayed relates to the goods located on that shelf.

Figure 2 illustrates such an arrangement of display modules l (a), l (b) attached to the shelf 7 of a retail outlet. Each display module is attached by a clip. A respective display module l (a), l (b) can be provided for each product type 8 (a), 8 (b). Sections of the data pathway 5 and power pathway 6 are attached to the underside of the shelf 7, and the display modules l (a) and l (b) are provided with a suitable connector (not shown) so as to receive the data and power from the pathways 5,6 on the shelf 7.

By selecting the repetition time of the video sequences to be about 7 seconds, a customer will be able to view an entire sequence while passing a shelf in a retail outlet.

Figure 3 illustrates an alternative arrangement for mounting display modules on a shelf 7 in a retail outlet. In this arrangement, an elongate light source 9, such as a fluorescent tube, is mounted to the front of, or within, a product shelf 7 so as to illuminate the products on the shelf 7. A substantially opaque screen 10 is mounted in front of the light source 9, and the screen 10 is formed with one or more apertures 11 which are sized so as to receive one or more corresponding display modules (not shown), such that the light source 9 provides back-illumination for the display element mounted within the aperture 11. The screen is provided with more apertures than are required, so as to provide flexibility of positioning of the display modules, and the unused apertures are covered with respective suitably sized blanking plates 12. With the above embodiments, the retailer needs merely to manage a cross-reference of display modules and product type when displays are moved.

Although the present invention has been described with reference to a preferred embodiment, it will be appreciated that modifications and variations may be made without departing from the scope of the present invention, which is defined by the following claims.

Claims

CLAIMS : 1. A display system comprising a control module and a plurality of display modules, each display module comprising an electronic memory arranged for storing data corresponding to an entire image, a display element arranged to display an image in accordance with said data and means responsive to a signal from said control module for updating the data stored in said memory thereby to change the image displayed.
2. A display system as claimed in claim 1, wherein said control module is responsive to signals received from a remote location for generating the data-changing signal for each display module.
3. A display system as claimed in claim 2, wherein said control module is responsive to said signals received from a said remote location via a telephone line.
4. A display system as claimed in any preceding claim, arranged such that each of at least some of said display elements displays a different respective image.
5. A display system as claimed in any preceding claim, wherein said memory is arranged to store data corresponding to an image sequence such that each display element displays said sequence as a moving image.
6. A display system as claimed in claim 5, arranged such that said image sequence is repeated after a predetermined time.
7. A display system as claimed in claim 6, wherein the predetermined time is substantially equal to the duration of the image sequence, thereby to provide a constant display.
8. A display system as claimed in claim 7, wherein the predetermined time is approximately 7 seconds.
9. A display system as claimed in any preceding claim, and arranged to display colour images.
10. A display system as claimed in any preceding claim, wherein each display element has an image-displaying area having a diagonal length of approximately 4 centimetres.
11. A display system as claimed in any preceding claim, wherein each display module comprises means for mounting to the front edge of a shelf.
12. A display system as claimed in claim 11, wherein said mounting means comprises a terminal for receiving data from a data rail connected to a said shelf.
13. A display system as claimed in claim 12, wherein said terminal is additionally arranged to receive power from a power rail connected to a said shelf.
14. A display system as claimed in one of claims 1 to 10, in combination with one or more light sources for providing back-illumination for the display elements.
15. A display system as claimed in claim 14, wherein the or each light source is elongate.
16. A display system as claimed in claim 15, wherein the or each light source comprises a fluorescent tube.
17. A display system as claimed in any one of claims 14 to 16, further comprising means for supporting each display module in front of the or each light source.
18. A display system as claimed in claim 17, wherein the supporting means comprises a substantially opaque screen formed with one or more apertures therein sized to receive respective ones of said display modules.
19. A display system as claimed in claim 18, in combination with one or more substantially opaque blanking plates each sized to be received within a respective aperture within said screen.
20. A display system as claimed in any one of claims 17 to 19, wherein said supporting means comprises a product shelf.
21. A display module for use in a display system as claimed in any preceding claim.
22. A display system substantially as hereinbefore described with reference to the accompanying drawings.
23. A display module substantially as hereinbefore described with reference to the accompanying drawings.