201010641 六、發明說明： 【發明所屬之技術領域】 本發明係關於結合於零㈣物環境内的產品展示而提供 廣告訊息。 【先前技術】 典型地，在諸如超市、大型超市、便利商店、健康美容商 :店或其他零售環境之_零售販賣商中，㈣㈣B㈣ ❺從麵個到5_個項目（或「存貨保持單元_ Unit)」）不等，然而，購物者所購買的項目數量從特定需求 的單項目（flller~gap)到整籃採購（full basket shopping)都有’但是平均來說不會超過個項目。 為了繁助購物者作決定’零售商與行銷商提供了傳播裝 、^教導並促進購買。其範例有海報、諸如τν/LCD 顯讀幕之類的數位媒介、購物車海報、懸掛式活動物件、 參地板貼紙等。今曰，購物行為已經有所演進。購物者希望在 他們在採購的時候（例如，檢查有機產品時）就能獲得相關資 訊比如說，產品是無麵質、無膽固醇、低鹽等等。因此， 影響騰物者的最理想位置，就是產品所展示的架子或展示 區，或者是沿著所展示產品之正前方的走道上。 因為超過7⑽的購物者並不會攜帶購物清單（根據銷售時 點廣告協會（point-of_Purchase Advertising In的itute， Ρ0ΡΑΙ)超過20年來的研究結果），所以，有助於影響購物者 097138373 4 201010641 的「關鍵時刻 對於所有品牌行銷商來說變得格外 對於零售商來說，協助麟物者多買一點，是要。 小及增加交易價格的策略。 躡物籃大 而且’須要花3至5秒鐘吸引購物者（在「蹲物 售實務」中被稱之為「第—關鍵時刻」），且花7場錦 作出購買決定/選擇（第二關鍵時刻）。 秒鐘 ❹ 由於產品的類別繁多，貨架明顯度就是一項挑戰。產#包 裝具有很小的表面積且無法有效傳遞訊息，或者，由於2 架覆蓋面（shelf facings)的類別競爭中之許多品牌激增的 緣所以’即使將這些產品—起展示出來（貨架覆蓋面） 也疋不夠或者，他們通常被取得最大覆蓋面的市場領導者 所占用支配。許多類別中的美學設計也受到購物者的感知與 定義方式而受限制。例如，在清潔劑類別中，尋找紅色、藍 色或橘色等強烈顏色並不稀奇。因此，即使產生差異性，也 難以使貨架變得顯眼突出並有助於購物者找到產品的位置。 另一項問題乃是明顯度。一個類別的中央區域，以及在眼 睛高度附近所展示的產品，較能吸引購物者。在此關鍵的中 央區域或眼睛高度以外所展示的商品，其交易量均很低，這 是因為，他們容易被購物者所忽略。 就此而言’廣告媒介傳播工具對協助購物者來說很重要’ 其詳如下： a)找到產品 097138373 5 201010641 b) 提供令人注目的資訊/教育 c) 察覺有新產品出現 d) 提供替代選擇 e) 協助購物者作出好決定 〇除了包裝上的資訊以外，可傳遞額外的資訊。 然而’在時間受到壓縮的現今世界 頌1物者希望能約 速採購。大部分財的媒介傳播1具也並非在貨架上:^ 無法幫助購物者有效地作出購買決定。 而且，購物者在10 秒知之内就走過了 3〇〇個項目（SKU)， r.,, , , ^+ 因此，對於許多媒介 t視、牆壁海報、懸垂式活動部件等）來 難，而此等媒介並非位在展示有產品的貨了田 會隨著購物者的行程而在購物走道中―起:/附近，也不 店入口處的電視或海報，不太可能报有用=。例如，在商 ❹ 二:的購物者不具有採蹲清單，而且，超過50% 展購勿者心中並無任何品牌’所以，在銷售特點上，最接近 展不產品的媒介就是最關鍵的。 在貨架上或其附近的大部分的電視係一直循環播放，所 以，也不是报有祕有效。必㈣多花ig秒鐘才能產生並 傳遞sfl息，因此，購叙 啤物者不太可能站在原地等待而接受其建 議。 然而’將廣告媒介放置於貨架上會妨礙到展*的產品，也 就是說’ _伸手拿到產品，因為，廣告齡可能會阻礙並 097138373 6 201010641 產生出親和力的問題。 而且’為了具有意義且傳遞 稱、產品視覺圖像(包装特性：的信息、品牌名 合並整合不同的傳播需 到手推車，^ 1 _㈣’廣告料可能會阻礙 物者。而且告媒介成為障礙物時，可能會傷到購201010641 VI. Description of the Invention: [Technical Field of the Invention] The present invention provides an advertisement message for product display incorporated in a zero (four) environment. [Prior Art] Typically, in a retailer such as a supermarket, a hypermarket, a convenience store, a health and beauty business: a store, or another retail environment, (4) (4) B (4) ❺ from face to 5_ items (or "stock keeping unit _ Unit)"), however, the number of items purchased by shoppers ranges from a single item (flller~gap) to a full basket shopping (but on average, no more than one item). In order to help shoppers make decisions, retailers and marketers provide communication equipment, teach and promote purchases. Examples include posters, digital media such as τν/LCD screens, shopping cart posters, hanging live objects, floor stickers, and more. Today, shopping behavior has evolved. Shoppers want to get relevant information when they are purchasing (for example, when checking organic products), for example, products are no-face, cholesterol-free, low-salt, and so on. Therefore, the most desirable location for the impactor is the shelf or display area displayed by the product, or along the aisle directly in front of the displayed product. Because more than 7 (10) shoppers do not carry a shopping list (according to the results of the point-of-Purchase Advertising In's itute, Ρ0ΡΑΙ) for more than 20 years, it helps to influence shoppers 097138373 4 201010641" The key moments are especially good for all brand marketers. For retailers, it is necessary to help the lords buy more. It is small and the strategy of increasing the transaction price. The basket is large and 'takes 3 to 5 seconds. Attracting shoppers (referred to as "the first key moment" in "sales sales practice"), and spending 7 games to make purchase decisions / choices (second key moment). Seconds 货架 Because of the wide variety of products, shelf visibility is a challenge. The production #package has a small surface area and is not able to effectively convey the message, or because of the surge in the number of brands in the two categories of shelf facings, 'even if these products are displayed (shelf coverage)) Not enough, they are usually dominated by market leaders who have the greatest coverage. Aesthetic design in many categories is also limited by the way shoppers perceive and define. For example, in the detergent category, it is not uncommon to look for strong colors such as red, blue or orange. Therefore, even if there is a difference, it is difficult to make the shelf conspicuous and help the shopper find the location of the product. Another issue is the obviousness. The central area of a category, as well as the products displayed near the height of the eye, are more attractive to shoppers. Goods displayed outside of this critical central area or eye height are trading at very low levels because they are easily overlooked by shoppers. In this regard, 'advertising media communication tools are important for assisting shoppers' as follows: a) find products 097138373 5 201010641 b) provide compelling information / education c) detect new products appear d) provide alternatives e) Assist shoppers to make good decisions to pass on additional information in addition to the information on the package. However, in today's world where time is being compressed, 者1 people hope to purchase quickly. Most of the media's media spread is not on the shelf: ^ can't help shoppers make effective purchase decisions. Moreover, shoppers have gone through 3 projects (SKUs) within 10 seconds, r.,, , , ^+, therefore, it is difficult for many media t-views, wall posters, hanging movable parts, etc. And these media are not located in the goods that show the products. Tiantian will follow the shopper's itinerary in the shopping aisle: / nearby, or the TV or poster at the entrance of the store, it is unlikely to report useful =. For example, in the second two: the shopper does not have a list of picks, and more than 50% of the exhibitors do not have any brand in mind. Therefore, in terms of sales characteristics, the medium closest to the product is the most critical. Most of the TV systems on or near the shelves have been looping, so it is not effective. It must be (iv) to spend ig seconds to generate and deliver sfl, so it is unlikely that people who buy beer will stand in the same place and accept their suggestions. However, placing the advertising medium on the shelf can hinder the product of the exhibition*, that is, ‘reaching the product, because the age of advertising may hinder the issue of 097138373 6 201010641. And 'in order to be meaningful and convey the title, product visual image (packaging characteristics: information, brand name merger and integration of different communication needs to go to the cart, ^ 1 _ (four) 'advertising materials may hinder the object. And when the media becomes an obstacle May hurt the purchase
單純更^ 1損的代價是相#昂貴的，不是只有 ，更換而已’還有更換所衍生的場地操作費用。 無法運作或者維修不當的受損廣告媒介 ’會給人留下很差 P且會#害所廣告的產品之聲譽以及品牌形象；這是 一個代價極高的問題。 本發月月b夠使廣告材料直接呈現出來，而接近於貨架上所 展不的待售產品’其尺寸及定向則可被輕易地看見，致使， 購物者可以直接讀取廣告訊息，但又騎妨礙職示的產品 與講物者。 【發明内容】 根據本發明’提4—種產品展示架，用以讀住產品而展 示於零售商店内，包含： &子結構’包括〜排垂直隔開的架子，形成用於展示產品 的開放式前向空間；α & -個或多個廣告嵌板，各在其中一個架子之前方或附近處 被裝附滅架子結構上，以便保持成直立狀’而使得相對置 097138373 7 201010641 的嵌板表面從架子朝外延伸，以便能夠讓沿著架子尋找的觀 察者輕易地看到。 «亥礙板或母個嵌板可以在其中一個放置於該排架子中另 一個或其他多個架子上方的架子之前方或附近處，被裝附於 架子結構上，且從其裝附處朝下懸垂。該一個架子可以是該 ，排架子中最上面的一個架子。 • 此裝附處可以將嵌板之上部裝附至架子結構，而且，嵌板 ❹ 可以垂直地延伸跨過多個架子。 車父佳地，假如被沿著架子前方移動的人或物體所撞擊時， 該裝附處可讓嵌板擺動而偏離其直立朝前突出的定向。 此裝附處使嵌板產生可彈性地撓曲的安裝，當去除掉人或 物體的干擾時，嵌板可返回其直立朝前突出的定向。 此裝附處可由裝附手段所提供，而該裝附手段包含：装附 於架子結構的第一裝附構件、裝附於嵌板的第二裝附構件、 Φ 及可撓曲的連接器，而該可撓曲的連接器係連接第一與第二 構件，以允許兩者之間的相對移動以及該嵌板之擺動。 該連接器可以彈性地撓曲，以偏壓嵌板而使其返回其直立 - 朝前突出的定向。 本發明亦提出一種廣告嵌板及嵌板安裝件，包含： 細長喪板，其上具有相對置的細長表面，以顯示廣告材 料；以及 嵌板安裝件，用於將嵌板之端部裝附至架子結構之前部， 097138373 201010641 以便將嵌板保持在直立狀態，使得其相對置的表面從架子結 構之前方朝前延伸，且從裝附處朝下懸垂。 為了更加清楚地解釋本發明，以下將參考隨附圖式說明一 些特殊的實施例。 ° 一 【實施方式] - 圖1顯示產品展示架，包含一個架子結構ίο，而此架子 結構10包括一排垂直隔開而被支撐於支撐骨架12中的架子 β 11，此支撐骨架12則包含—連串沿著諸架子之前緣延伸的 水平橫條13。這些橫條可以攜帶關於架子間之空間内所展 示的產品之一般標價與產品識別標籤。這些標籤（特別是， 沿著最下面架子所安裝的標籤）並不大，而且，其内容2 會被沿著架子前方行走的購物者快速地注意到或了解。： 根據本發明，—對較大的廣告嵌板14在最上面的架子 前方被裝附於架子結構10上，以便被保持成直立狀，之 ❹其相對置的嵌板表面15從架子朝外延伸，錢能夠被Ζ 架子尋找的觀察者輕易地相。每個嵌板14係藉由安 ，16而被裝附於架子結構1G上，而此安裝件心㈣嵌板之 上部裝附於架子結構，而且，餘係從安|件垂直地懸垂下 來，以便垂直地延伸跨過多個架子，更明確地是，如圖所示 的配置方式般跨過其中三個架子。 不 廣告後板Η可以大到足以有效地整合並傳遞行銷商的品 牌訊息，包括有：品牌名稱、產品優點與屬性、廣告記憶術、 097138373 η 201010641 品牌形象、及/或產品包裝。諸嵌板係位於所展示產。、 近，致使，購物者可以快速地讀取訊息（一般β 的附 心仗^至3秒 鐘内），且作出購買決定（一般在7至10秒 ν理，而不需要 尋找產品的確實位置。此種廣告媒介不僅作為「品牌標記」 (brandmarker)，也可協助購物者辨識與找出產品類」 此也可以作為「類別標記」（category 。 * —諸廣告嵌板係㈣子朝前突出，所以，他們很容易被 _沿著架子尋找的觀察者所發現，並在相隔—段距離之處便可 讀取’且可以被定位成將講物者吸引至產品位置。因此，在 具有架子與走道之陳設的典型零售環境中，購物者可以從走 道尾端（連接走道的主要通道）找到所展示的產品。如此便產 生了-種非常有效的媒介’能有助於增加找到架子上的產品 之速度。 廣告嵌板14具有細長的形式，其頂部比底部為寬，以便 參使其露出面積達到最大，而不會使其下端伸入架子前方的空 間内，在此處，可能會對購物者與手推車的通過造成無法容 • 忍的障礙。嵌板外緣藉由模具而被切割成多個形狀17，其 . 減少了障礙之可能性，且防止購物者受傷或損失。為了進一 步降低障礙關題，假如’被沿著架子前方移動的人或手推 車所撞擊時’安裝件16能允許嵌板14擺動而遠離其直立朝 刖大出的定向，且當購物者或手推車已經通過時，安裝件可 以返回其先前的位置。 097138373 10 201010641 安裝件16之結構顯示於圖3至5中。如圖所示，每個安 裝件包含一個用於裝附至嵌板的裝附構件22、—個用於裝 附至架子結構的裝附構件21、及一個將兩個裝附構件a與 22連接在一起而允許嵌板擺動的連接器23。連接器包含 一個連接至裝附構件22、且套設於裝附構件21上之管狀插 - 座25内的螺旋彈簧24。此種形式的連接器提供一種能多向 备 撓曲的連接’允許嵌板不僅能以閘門方式繞著一條通過安裝 參件的垂直軸線而擺動，且亦能藉由此種擺動的任何組合方 式’繞著水平軸線而產生如同摺板般的動作。裝附構件22 是一個固持住嵌板的小框架。嵌板被裝附成如同纏繞在小框 架周圍上一般。裝附構件21可以藉由—個夾鉗（例如，螺旋 夾鉗）而被連接至架子結構。另-方面，它可以藉由通過裝 附構件内之通孔26的螺絲，而被裝附於架子結構中之一個 架子上。 ❿ 為了賴展示出更大規模的廣告材料，每個廣告嵌板14 之深度係位於450mm至750mm的範圍内，且一般深度為 -660·的等級。為了使障礙縮至最小，每個嵌板之底部二嵌 - 板寬度可以位於1〇〇咖1至150mro的範圍内，且一般為127咖 的等級。每個嵌板-般是長方形，且頂端以比底端更寬，例 如，圖1所示的倒L形或修改過的倒L形，其形狀可以從圖 2所示的胚體模具切割而成（圖甲之陰影線表示模具切割區 域）。嵌板上部之最大寬度可位於15〇mm至25〇麵的範圍内’ 097138373 11 201010641 且一般具有200mm的等級。可以根據不同零售商的走道與架 子空間，而產生許多變化。 已經藉由範例方式而提出本發明的一些實施例，且還可加 以修改。例如，嵌板安裝件也可以用任何習知方式（例如， 藉由可調整式夾鉗）而裝附於架子結構上，而且，也可以藉 由任何習知的手段將嵌板安裝件裝附至嵌板上。可以理解的 是，在不背離本發明範圍之前提下，仍可以產生出許多修改 ❻ 與變化。 【圖式簡單說明】 圖1顯示裝有本發明廣告嵌板的架子結構。 圖2顯示可以製造出圖1所示嵌板的嵌板胚體之形式。 圖3是嵌板安裝件之側視圖。 圖4是一部份嵌板安裝件之立體圖。 · 圖5是嵌板安裝件之頂視圖。 〇 【主要元件符號說明】 10 架子結構 11 架子 12 支撐骨架 13 (水平）横條 14 (廣告）喪板 15 欲板表面 16 安裝件 097138373 12 201010641 17 21 22 23 24 25 26 ❹ 形狀 裝附構件 裝附構件 連接器 螺旋彈簧 插座 通孔The cost of a simpler ^ 1 loss is that the phase # is expensive, not only, replacement has been replaced by the cost of the site operation. A damaged advertising medium that cannot be operated or repaired improperly will leave a bad reputation for P and will be harmful to the product and the brand image; this is a very costly issue. The month of the month is enough for the advertising materials to be presented directly, and the size and orientation of the products for sale that are close to those displayed on the shelves can be easily seen, so that the shopper can directly read the advertising messages, but Riding products and speakers who interfere with the job. SUMMARY OF THE INVENTION According to the present invention, a product display stand for displaying products is displayed in a retail store, and includes: & substructures comprising ~ vertically spaced shelves to form a product for display Open forward space; alpha & one or more advertising panels, each of which is attached to the shelf structure in front of or near one of the shelves so as to remain in an upright position so that the opposite is 097138373 7 201010641 The panel surface extends outwardly from the shelf so that it can be easily seen by an observer looking for it along the shelf. «The slab or the mother panel can be attached to the shelf structure in front of or near one of the shelves placed above the other or other shelves in the row of shelves, and from its attachment Hanging down. The one shelf can be the one of the top shelves in the shelf. • This attachment attaches the upper part of the panel to the shelf structure, and the panel ❹ can extend vertically across multiple shelves. The owner of the car, if it is struck by a person or object moving along the front of the shelf, the attachment can swing the panel away from its upwardly directed orientation. This attachment creates a resiliently flexible mounting of the panel which, when removed from the interference of a person or object, returns the orientation of the panel standing upright. The attachment may be provided by an attachment means comprising: a first attachment member attached to the shelf structure, a second attachment member attached to the panel, Φ, and a flexible connector And the flexible connector connects the first and second members to allow relative movement between the two and the swing of the panel. The connector can flex flexibly to bias the panel back to its upright-oriented orientation. The invention also provides an advertising panel and panel mounting member, comprising: an elongated plaque having opposite elongated surfaces thereon for displaying advertising material; and a panel mounting member for attaching the end of the panel To the front of the shelf structure, 097138373 201010641 to hold the panel in an upright position such that its opposite surface extends forward from the front of the shelf structure and hangs downward from the attachment. In order to explain the present invention more clearly, some specific embodiments are described with reference to the accompanying drawings. ° [Embodiment] - Fig. 1 shows a product display stand including a shelf structure ίο, and the shelf structure 10 includes a row of shelves β which are vertically spaced apart and supported in the support frame 12, and the support frame 12 includes - A series of horizontal bars 13 extending along the leading edge of the shelves. These bars can carry general price and product identification labels for the products displayed in the space between the shelves. These tags (especially the tags that are mounted along the lowermost shelf) are not large, and their content 2 is quickly noticed or understood by shoppers walking along the front of the shelf. According to the invention, the larger advertising panel 14 is attached to the shelf structure 10 in front of the uppermost shelf so as to be held in an upright position, with its opposite panel surface 15 facing outward from the shelf. Extend, money can be easily observed by the observers who are looking for shelves. Each of the panels 14 is attached to the shelf structure 1G by means of an ampoule 16, and the upper part of the mounting plate (4) panel is attached to the shelf structure, and the rest is vertically suspended from the mounting member. In order to extend vertically across multiple shelves, more specifically, three of the shelves are spanned as shown. The post-advertising board can be large enough to effectively integrate and deliver the brand information of the marketer, including: brand name, product advantages and attributes, advertising mnemonics, 097138373 η 201010641 brand image, and/or product packaging. The panels are located at the show. , near, causing, the shopper can quickly read the message (usually β to the heart of the ^ ^ within 3 seconds), and make a purchase decision (usually 7 to 10 seconds), without looking for the exact location of the product This kind of advertising medium not only serves as a "brandmarker", but also helps shoppers identify and identify product categories. This can also be used as a "category tag" (category. * - various ad panel systems (4) So, they are easily found by observers looking for them along the shelf and can be read at intervals of distance - and can be positioned to attract the speaker to the product location. Therefore, with shelves In a typical retail environment with aisle furnishings, shoppers can find the products they display from the end of the walkway (the main passage connecting the walkways). This creates a very effective medium that can help increase the shelf. The speed of the product. The advertising panel 14 has an elongated form with a top that is wider than the bottom so as to maximize its exposed area without extending the lower end into the space in front of the shelf. Here, there may be an obstacle that cannot be tolerated by the passer of the shopper and the trolley. The outer edge of the panel is cut into a plurality of shapes 17 by the mold, which reduces the possibility of obstacles and prevents The shopper is injured or lost. To further reduce the obstacles, the 'mounting member 16 can allow the panel 14 to swing away from its upright orientation as large as it is struck by a person or cart moving along the front of the shelf, and When the shopper or trolley has passed, the mount can be returned to its previous position. 097138373 10 201010641 The structure of the mount 16 is shown in Figures 3 to 5. As shown, each mount contains one for attaching to A mounting member 22 of the panel, an attaching member 21 for attaching to the shelf structure, and a connector 23 for connecting the two attaching members a and 22 to allow the panel to swing. The connector includes a coil spring 24 coupled to the attachment member 22 and nested within the tubular socket 25 on the attachment member 21. This form of connector provides a multi-directional flexing connection 'allowing the panel not only can The gate mode oscillates about a vertical axis through which the parametric member is mounted, and can also be actuated like a flap around the horizontal axis by any combination of such oscillations. The attachment member 22 is a holding bracket a small frame of the panel. The panel is attached as if it were wrapped around the small frame. The attachment member 21 can be attached to the shelf structure by a clamp (for example, a screw clamp). On the other hand, it It can be attached to a shelf in the shelf structure by means of screws that attach the through holes 26 in the member. ❿ In order to display a larger scale of advertising material, the depth of each advertising panel 14 is located. In the range of 450mm to 750mm, and the general depth is -660. In order to minimize the obstacle, the bottom two-panel width of each panel can be in the range of 1 to 150mro, and generally It is the grade of 127 coffee. Each panel is generally rectangular in shape and has a top end that is wider than the bottom end, for example, an inverted L shape or a modified inverted L shape as shown in Figure 1, the shape of which can be cut from the blank body mold shown in Figure 2. Cheng (the hatched line of the figure shows the mold cutting area). The maximum width of the panel portion may be in the range of 15 〇 mm to 25 ’ ' 097 138 373 11 2010 10 641 and generally has a rating of 200 mm. There are many variations that can be made depending on the walkway and shelf space of different retailers. Some embodiments of the invention have been presented by way of example and may be modified. For example, the panel mount can also be attached to the shelf structure in any conventional manner (e.g., by an adjustable clamp), and the panel mount can be attached by any conventional means. To the panel. It will be appreciated that many modifications and variations can be made without departing from the scope of the invention. BRIEF DESCRIPTION OF THE DRAWINGS Fig. 1 shows a shelf structure incorporating the advertising panel of the present invention. Figure 2 shows the form of a panel blank that can be fabricated into the panel of Figure 1. Figure 3 is a side view of the panel mount. Figure 4 is a perspective view of a portion of the panel mount. Figure 5 is a top view of the panel mount. 〇【Main component symbol description】 10 Shelf structure 11 Shelf 12 Support skeleton 13 (horizontal) horizontal bar 14 (Advertising) Funnel 15 Surface of the plate 16 Mounting piece 097138373 12 201010641 17 21 22 23 24 25 26 形状 Shape mounting component Attachment connector coil spring socket through hole
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