Patent Grant
8943719
This invention relates to display racks or assemblies for displaying merchandise, such as greeting cards. More specifically, the invention relates to displaying cards on a display rack that assist greeting card consumers in distinguishing between groups of greeting cards based on the purchasing aspects of consumers.
Retail displays of greeting cards have typically organized cards by occasion (such as Birthday, Wedding, Mother's Day, Valentine's Day, etc.) in a standardized arrangement. However, different types of people have different needs and preferences when selecting a greeting card. By organizing all of the cards in one occasion together, it makes it difficult and time consuming for a consumer to find a card that she wants to purchase. The more time consuming the task of purchasing a greeting card becomes, the less likely a consumer will make the effort to purchase greeting cards. On the other hand, if the greeting cards were initially organized based on certain consumer preferences and then by occasion, the consumer could select the group of consumer preferences that best describe her and search for cards in the portion of the display that contains greeting cards that are more likely to be desirable to her.
The traditional display of greeting cards also makes the consumer's experience in purchasing greeting cards a time consuming process. Conventional greeting card displays have changed little over the years. Most display a majority of their greeting cards in a partial-facing manner so that the consumer can only see a portion (generally the top half) of the card while it is in the display. Partial-facing displays are generally preferred because they allow for a greater number of cards in a fixed amount of shelf space. Unfortunately, partial-facing displays force the consumer to remove the greeting card to determine if the art and copy on the front of the card is appropriate. If not, the consumer generally will not take the time to review the interior art and copy of the greeting card. If a display was designed to present a greater percentage of cards in a full-facing manner the consumer would be able to more quickly determine the cards she is interested in purchasing. In addition, by placing additional information about the greeting card, for example, the internal copy of the card, near the card in the display, the consumer's selection time can be further reduced because the consumer would not have to open the card to determine if she likes the interior copy of the greeting card.
In addition, since the greeting cards in a conventional card display are typically presented in the same manner, there are no visual cues alerting the consumer to cards that are trendy, represent emerging trends, or worthy of closer review. While those cards may be in the display, the consumer must “hunt and peck” to find them.
Therefore, there is a need in the art for a display assembly that effectively displays a product in a manner that encourages consumers to enter a display area to make one or more purchases of displayed items. There is also a need in the art for a display assembly that supports a consumer's efficient selection of a product of interest among a collection of displayed items. There is a further need in the art for a display assembly that supports a buying experience that is founded on one or more emotional motivators—the underlying reasons that drive a consumer to purchase a product. In recognition of these needs, the present invention provides a display assembly and methods that attract a consumer's attention to the display area and efficiently displays a product for convenient viewing by a consumer.
The present invention provides methods and fixtures for organizing greeting cards into particularized groupings and displaying the greeting cards on those fixtures in a manner that attracts the attention of the consumer. A fixture constructed in accordance with one or more of the inventive concepts disclosed herein can assist a consumer's navigation of displayed greeting cards and make the card purchasing process more convenient and pleasurable and less time consuming.
In support of one aspect of the invention that includes a method for marketing greeting cards, several greeting card displays can be provided in a card selling area. The card selling area generally refers to the area of a retail store in which the majority of greeting cards are displayed for sale. Each of the displays in the card selling area can be associated with a Sender's ID. The Sender's ID concept is founded on the premise that consumers typically buy greeting cards having the same “voice” each time they make a purchase. A card's voice is defined by the characteristics of the greeting card, including but not limited to, the artistic designs for the front, inside, and back of the card; the design of the card; the message copy on the front, inside, and back of the card; the style of the card; and various other aspects of the card. Cards with the same voice have a consistent collection of attributes.
For another aspect of the invention, an inventory of greeting cards can be organized by Sender's ID and displayed in the fixtures that are associated with the same Sender's ID. The fixture can include flat display panels or a tiered display panel. Each of the panels can include one or more rows of pockets on each side of the panel and can display all or a portion of the greeting cards in a full-facing manner so that all or substantially all of the front of the greeting card is visible to the consumer while the card is in the display. A Sender's ID display can be positioned above each fixture to alert consumers of the particular Sender's ID with which the fixture is associated. By organizing an inventory of cards based on consumer preferences and pointing the consumer to the location of cards with a voice that appeals to that consumer, the greeting card seller will assist the consumer in achieving a more efficient and convenient card buying experience.
For yet another aspect of the present invention, the greeting card display fixture can include a supporting structure and a tiered card display supported by the supporting structure. The tiered card display can include multiple rows of card holders, each row capable of holding copies of different greeting cards in a manner that shows all or a portion of the front of the greeting card. The greeting card display fixture can also include a display panel that is above the tiered card display. The display panel can display content representing or identifying a Sender's ID for greeting cards on display in the tiered display panel.
For yet another aspect of the present invention, the greeting card display fixture can include multiple flat card display panels as described above. Each flat card display panel can be positioned so that it is orthogonal to at least one other display panel in the display fixture. The display fixture also can include a storage bin below one or more of the flat card display panels. Each storage bin can provide an area for storing materials associated with the display of greeting cards in the display fixture. A display panel can be positioned above one or more of the flat card display panels for identifying a Sender's ID for the greeting cards displayed in the display fixture.
For a further aspect of the present invention, a method of marketing greeting cards can include positioning several card display fixtures throughout a greeting card retail area. Each of the fixtures can be designated to hold greeting cards that are associated with a Sender's ID. The method further includes organizing the greeting cards by Sender's ID and placing the cards in the display designated to hold cards for that Sender's ID. A display panel can be positioned at or near the top of the display fixture. The display panel can provide information that helps a consumer find a display fixture that contains greeting cards associated with a particular Sender's ID.
For yet another aspect of the present invention, a method for marketing greeting cards can include positioning a greeting card display fixture along the outer perimeter of the card selling area. One or more sides of the fixture can face inward toward the card selling area while another side of the fixture can face away from the card selling area so that consumers can see that side of the fixture as they approach the card selling area. A limited selection of greeting cards can be displayed in a full-facing manner on the side of the fixture facing away from the card selling area. Captions that display the interior copy of the greeting card in a pocket can be displayed with the greeting cards in that pocket so that the consumer does not have to remove the greeting card from the pocket to view the interior copy content. By presenting fewer cards in a full-facing manner with the internal copy of each card displayed adjacent to the card, the consumer is given an opportunity to impulsively buy a greeting card without the need to enter the card selling area.
For a further aspect of the present invention, a method of marketing greeting cards can include dividing a card selling area into zones, wherein each zone is assigned a Sender's ID. Fixtures can be positioned in each zone for the display of greeting cards. Greeting cards associated with the same Sender's ID as that assigned to a particular zone can be displayed in a display fixture in that zone. One or more display panels can be positioned above the fixtures in the zone so that they are viewable by a consumer in the card selling area. Furthermore, a color can be assigned to each Sender's ID and the assigned color and content can be applied to the display panel to assist consumers in identifying which zones are associated with each Sender's ID.
For a more complete understanding of exemplary embodiments of the present invention and the advantages thereof, reference is now made to the following description in conjunction with the accompanying drawings in which:
I. Fixtures
Exemplary embodiments of the present invention will now be described in detail with reference to the figures. While the fixtures of the present invention are described in the context of an operative environment used for the display of greeting cards in the retail arena, those of ordinary skill in the art will recognize that the fixtures can be used in a similar manner for other types of products.
Referring now to
A. First Exemplary Display Assembly
1. Frame
Now referring to
A first vertical member 214 is orthogonally attached in the vertical direction to the first 206 and second 208 horizontal members and extends in the upward direction therefrom. A second vertical member 216 is orthogonally attached in the vertical direction to the first 206 and third 210 horizontal members and extends vertically upward therefrom. A third vertical member 218 is orthogonally attached to the second 208 and fourth 212 horizontal members and extends in the upward direction therefrom. A fourth vertical member 220 is orthogonally attached to the third 210 and fourth 212 horizontal members and extends in the upward direction therefrom. In one exemplary embodiment, the first 214, second 216, third 218, and fourth 220 vertical members extend to a height of seventy-three inches.
A fifth horizontal member 222, substantially parallel to the first horizontal member 206, is orthogonally attached between the first 214 and second 216 vertical members at or near the midpoint of the vertical span of the first 214 and second 216 vertical members. A sixth horizontal member 224, substantially parallel with the fourth horizontal member 212, is orthogonally attached between the third 218 and fourth 220 vertical members at a point substantially in the middle of the vertical span of the third 218 and fourth 220 vertical members. In one exemplary embodiment, the fifth 222 and sixth 224 horizontal members have a height of one and three-eighths inches and are positioned approximately thirty-four inches above ground level.
A seventh horizontal member 226, substantially parallel to the first horizontal member 206, is orthogonally attached to the first 214 and second 216 vertical members at or substantially near the endpoints of the first 214 and second 216 vertical members. An eighth horizontal member 228, substantially parallel to the fourth horizontal member 212, is orthogonally attached to the third 218 and fourth 220 vertical members at or substantially near the endpoints of the third 218 and fourth 220 vertical members and opposite the attached fourth horizontal member 212. In one exemplary embodiment, the seventh 226 and eighth 228 horizontal members have a height of one and three-eighths inches and are positioned approximately sixty-nine inches above ground level.
A ninth horizontal member 230 is orthogonally attached to and runs substantially perpendicular to and between the seventh 226 and eighth 228 horizontal members. The ninth horizontal member 230 is attached to the seventh 226 and eighth 228 horizontal members at or substantially near the midpoint of the horizontal span of the seventh 226 and eighth 228 horizontal members. The exemplary member 230 extends forty-eight and one-eighth inches between the seventh 226 and eighth 228 horizontal members. In an alternative embodiment, the exemplary member 230 extends twenty four and one-eighth inches between the seventh 226 and eighth 228 horizontal members. Feet or casters 232 may be attached to the base of the display assembly at or substantially near the intersections of the first 206 and second 208 horizontal members, the first 206 and third 210 horizontal members, the third 210 and fourth 212 horizontal members, and the second 208 and fourth 212 horizontal members.
As shown in
2. Display Panel
The exemplary display assembly 100 further includes multiple pockets 252 for holding greeting cards. Some of the pockets 252 may be full-facing pockets 254 while others may be partial-facing pockets 256. The pocket structure 252 of the display assembly 100 includes multiple steeply sloping (or optionally vertical) back members 258, multiple gently sloping (or optionally horizontal) bottom members 260, and a single steeply sloping (or optionally vertical) front member 262 that extends upwardly in the vertical direction from the front edge of the upper drawer panel 250. In one exemplary embodiment, the back member 258 has a height of 6.381 inches and the front member 262 has a height of 3.451 inches. Each exemplary pocket 252 typically has a width of forty-eight and one-eighth inches and a depth of one and one-eighth inches. In an alternative embodiment, the pocket 252 has a width of twenty-four and one-eighth inches and a depth of one and one-eighth inches.
The exemplary display assembly 100 also includes divider clips 264. Each of the divider clips 264 includes means 266 for attaching to the ninth horizontal member 230, such as the hooks shown in
Divider clips 264 are typically positioned on each end of the pockets 252, extending downward from the ninth horizontal member 230, at or near the seventh horizontal member 226, on one side of the display assembly 100. Other divider clips 264 extend downward from the ninth horizontal member 230, at or near the eighth horizontal member 228, extending toward the upper drawer panel 250 in the display assembly 100. Additional divider clips 264 may be placed along the span of the ninth horizontal member 230 to further subdivide each row of pockets 252 (not shown). The back members 258, bottom members 260, front members 262 and divider clips 264 together form multiple compartments or half-pockets in a stepped relationship for displaying greeting cards. Each of the back members 258, except for the back member for the uppermost row of pockets 276, forms the front for a half-pocket and the back of the half-pocket. The divider clip 264 forms a common sidewall for all of the half-pockets formed through the use of the divider clip 264. If a divider clip 264 is used in a place other than the opposing ends of the ninth horizontal member 230, then the divider clip creates two series of half-pockets, one on either side of the divider clip 264. The half-pockets are opened at the top and side opposite the divider clip until a second divider clip is reached. The divider clips 264 can be moved laterally closer together or further apart in order to accommodate greeting cards of different widths and sizes in a very convenient manner.
Each of the bottom members 260 and back members 258 may be formed from a single sheet of material, such as plastic. Similarly, the front member 262 may be formed from a single sheet of a clear material, such as plastic. As seen in
Graphics (not shown) may be inserted into each row of pockets 252 at or substantially near the junction point between the bottom member 260 and the back member 258 and immediately in front of the bottom member 260. These graphics typically comprise a description of the types of cards that may be found on a display row or a description or statement of the contents for a particular card seated behind the graphic. For example, a graphic may describe the types of cards that are available on a row, such as birthday or anniversary or mother's birthday or wife's birthday. The graphics may be consistent along the length of the pocket 252, similar across the entire row of cards, or specific to each card placed behind the graphic. The graphics inserts are typically used for full-facing rows in the display assembly 100.
3. Concave Header Assembly
The exemplary display assembly 100 can also include a tenth 278 and an eleventh 280 horizontal member orthogonally attached to each opposing end of the ninth horizontal member 230 and extending parallel to and attached to a side of the seventh 226 and eighth 228 horizontal members, respectively. A pair of header graphic panels 282, 284 may be attached to the tenth 278 and eleventh 280 horizontal members. The panels 282, 284 extend substantially from the center point of the seventh 226 and eighth 228 horizontal members and upward towards the first 214 and third 218 vertical members (on one side) and the second 216 and fourth 220 vertical members (on the other side). In one exemplary embodiment, the header graphic panels 282, 284 are substantially concave, creating a V-shaped assembly. In one exemplary embodiment, the header graphic panels 282, 284 have a height of 11.312 inches, extend to a height of 84.312 inches above ground level, have a width of 48.125 inches, and have top edges that extend 10 inches out from the ninth horizontal member 230. In an alternative embodiment, the header graphics panels 282, 284 have a width of twenty-four and one-eighth inches. The concave header graphic panel 283 can also include a ballast 286 and lighting assembly 288 (not shown) at or substantially near the intersection of the V-shaped concave header graphics panels 282, 284.
The lighting assembly 288 is capable of providing light on either side of each of the concave header graphics panels 282, 284. Each concave portion of the header graphics panel 290, 292 can also include a receptacle 294 (not shown) at the top and the bottom sides of the header graphics panel 282, 284 so that a graphic 296 (not shown) can be slidably inserted, or snapped, into each graphics panel 282, 284. Each graphic 296 in the concave header graphics panel 282, 284 can include a Sender's ID (or pictures and graphics) that are useful for generating emotions in consumers. The Sender's IDs are associated with the occasion for which cards are displayed in the display assembly 100. In one exemplary embodiment, based on a detailed analysis of card-buying consumers, four distinct groups, or Sender's IDs, are identified for the preferred embodiment of the inventive display concept: classic, contemporary, funny, and sweet & simple.
The Sender's ID concept is founded on the premise that consumers typically buy greeting cards having the same “voice” each time they make a purchase, if cards having the voice corresponding to the consumer are displayed by one or more card fixtures. A card's voice is defined by the characteristics of the greeting card, including but not limited to, the artistic designs for the front, inside, and back of the card; the design of the card; the message copy on the front, inside, and back of the card; the style of the card; and various other aspects of the card. Cards with the same voice have a consistent collection of attributes. By organizing an inventory of cards based on consumer preferences and pointing the consumer to the location of cards with a voice that appeals to that consumer, the greeting card seller will assist the consumer in achieving a more efficient and convenient card buying experience.
Conventional greeting card departments have required a consumer to navigate the fixtures positioned throughout the entire department to locate cards in each of the representative card categories (i.e. Birthday, Wedding, Anniversary). The application of Sender's ID concept to a card layout results in the presentation of cards having a similar voice for all of the primary card categories in only a portion of the department, where one or more fixtures organized by particular Sender's ID is located. A consumer may view a single department section, a Sender's ID zone, to review greeting cards covering most or all primary card categories, thereby reducing the amount of cards and time a consumer is required to spend in the greeting card department. The consumer enjoys an efficient and convenient shopping experience because the collection of cards is organized in a manner that is consistent with consumer preferences and displayed with visual cues that readily identify the card collection locations associated with different consumer preferences. Those of ordinary skill in the art will recognize that, while the exemplary embodiment describes a department having four Sender's ID zones, greater or fewer number of Sender's ID zones could be presented in a greeting card department based on a determination of the number of groups of card consumers that a manufacturer or retailer wishes to target.
In
4. End Cap Assembly
The screen assembly 306 may be attached to the top of one end of the display assembly 100 at the seventh horizontal member 226 and at the bottom to the side of the upper drawer panel 250. An opposing screen assembly 306 (not shown) for the other side of the display assembly 100 may be attached at the top to the eighth horizontal member 228 and at the bottom to the upper drawer panel 250. A plastic paper or metallic mesh-type screen 320 (not shown) may be attached between the screen assembly 306 and the display assembly 100. The screen 320 has a width and length substantially equal to the width and length of the screen assembly 306, thereby creating a darkening effect when viewing the display assembly 100 from the side and through the screen assembly 306. In one exemplary embodiment, the screen 320 has a width of 18 inches and a height of 59.152 inches.
5. Lighting and Other Header Assemblies
Although the exemplary embodiment of
The display assembly, as further described in
A detailed drawing of an additional exemplary embodiment of the display assembly 500 is provided in
A detailed drawing of an alternative exemplary embodiment of the display assembly is provided in
B. Second Exemplary Display Assembly
1. Frame Assembly
Referring now to
The second exemplary display assembly 340 typically includes a frame 342 (not shown), two storage cabinets 344, and two display rack assemblies 346. The frame 342 for the second exemplary display assembly 340 includes a first horizontal member 348 (not shown) orthogonally attached at one end to a first end of a second horizontal member 350 (not shown). The end of the second horizontal member 350 is orthogonally attached to an end of a third horizontal member 352 (not shown), the third horizontal member 352 positioned substantially parallel to the first horizontal member. An end of a fourth horizontal member 354 (not shown) is orthogonally attached to an end of the third horizontal member 352. The fourth 354 and second 350 horizontal members are positioned substantially parallel to one another.
An end of a fifth horizontal member 356 (not shown) is orthogonally attached to an end of the fourth horizontal member 354. The fifth 356, third 352, and first 348 horizontal members are positioned substantially parallel to one another. An end of a sixth horizontal member 358 is orthogonally attached to an end of the fifth horizontal member 356. The sixth horizontal member 358 is orthogonally attached to the first horizontal member 348. The assembly of the first through sixth horizontal members creates a horizontal, substantially L-shaped, frame. Feet, casters, or wheels 360 (not shown) may be orthogonally attached to the bottom side of the frame 342 to elevate the frame off of the ground.
2. Storage Cabinet Assembly
A first storage cabinet 362 (not shown) of the exemplary display assembly 342, operative to store cards and other products associated with the sale of greeting cards, includes a bottom panel 364 (not shown). The bottom panel 364 is positioned in the horizontal plane, adjacent to the top side of the first 348, second 350, and sixth 358 horizontal members of the frame and lying on the top side of a portion of the fifth horizontal member 356. The bottom panel 364 includes a front 365 (not shown), back 366 (not shown), left-side 367 (not shown) and right-side 368 (not shown) edge. A bottom edge of a right-side panel 370 (not shown) can be orthogonally attached to the right-side 368 of the bottom panel 364 along a line substantially equal to the outer side of the first horizontal member 348 and extends upwardly therefrom. A bottom edge of a left-side panel 372 can be orthogonally attached to the left side 367 of the bottom panel 364 along a line substantially equal to the outer side of the fifth horizontal member 356 and extends upwardly therefrom. A back panel 374 (not shown) is orthogonally attached to the bottom 364, left-side 372, and right-side 368 panels and extends upward from the bottom panel 364 along a line substantially equal to an exterior side of the second horizontal member 350. A horizontal top panel 375 (not shown) is orthogonally attached to the right-side 368, left-side 372, and back 374 panels and is substantially parallel to the bottom panel 364. A drawer 376 may be slidably inserted into the space created by the bottom 364, top 375, left-side 372 and right-side 368 panels. The drawer 376 is substantially similar to the drawer described in
A second storage cabinet 341 of the exemplary display assembly 342 includes a bottom panel 377 (not shown) lying in the horizontal plane on the top side of the third 352, fourth 354, and fifth 356 horizontal members of the frame. The bottom panel 377 includes a front 378 (not shown), back 379 (not shown), left-side 380 (not shown) and right-side 381 (not shown) edge. A bottom edge of a right-side panel 382 (not shown) can be orthogonally attached to the right-side 381 of the bottom panel 377 along a line substantially equal to the line of contact between the first storage cabinet 362 and the bottom panel 377 and extends upwardly therefrom. A bottom edge of a left-side panel 343 (not shown) can be orthogonally attached to the left side 380 of the bottom panel 377 along a line substantially equal to the outer side of the fourth horizontal member 354 and extends upwardly therefrom. A back panel 383 is orthogonally attached to the bottom 377, left-side 343 and right-side 382 panels and extends upward from the bottom panel 377 along a line substantially equal to the outer side of the third horizontal member 352. A horizontal top panel 384 is orthogonally attached along its bottom side to the right-side 382, left-side 343, and back 383 panels and is substantially parallel to the bottom panel. A drawer 385 may be slidably inserted into the space created by the bottom 377, top 384, left-side 343 and right-side 382 panels. The drawer 385 is substantially similar to the drawer as described in
3. Display Rack Assembly
A first display rack 386 for the second exemplary display assembly 340 of
A second display rack 393 for the exemplary display assembly 340 of
Both the front side and the back side of the first and second display racks 386, 393 may also include multiple pockets (not shown), each extending horizontally, substantially parallel to the second horizontal members 390, 397 of the first and second display racks. Each pocket may be orthogonally attached at a first end to the first: vertical member 387, 394 of either the first or second display rack and orthogonally attached at a second end to the second vertical member 388, 395 of either the first or second display rack. The pockets on the second exemplary display assembly 340 are vertically spaced apart so that the top portion of cards placed into a pocket will not cover the bottom portion of the cards in the pocket immediately above, thereby providing a full-facing card display.
The second exemplary display assembly may also include one or more header graphic holders (not shown). The header graphic holder typically has a substantially rectangular shape. The header graphic holder is generally attached along, substantially parallel to, and on both the front and back side of the upper horizontal member 389, 396 of the first and second display racks. The header graphic holder can include top and bottom connecters (not shown) so that a graphic (not shown) may be slidably inserted, or snapped, into the header graphic holder. The graphic, inserted into the header graphic holder, is typically made of acrylic, card stock, or plastic. In one exemplary embodiment, the graphic for the second exemplary display assembly displays the “Quickshop” name, signaling to consumers that the second exemplary display assembly 340 is used to support the Quickshop concept.
C. Third Exemplary Display Assembly
A detailed drawing of an alternative exemplary embodiment of a display assembly 700 is provided in
Several horizontal members 710 can extend outward in an orthogonal manner along the horizontal plane from the cylindrical centerpiece 708. The horizontal members 710 are positioned to create several columns of horizontal members 710, running along the vertical axis on the outer circumference of the cylindrical centerpiece 708. In one exemplary embodiment, four or more columns of horizontal members 710 are evenly spaced about the circumference of the cylindrical centerpiece 708. A card panel 712 having a substantially rectangular shape can be orthogonally attached to the outwardly exposed endpoints of the column of horizontal members 710 (not shown). The card panel 712 typically has a height substantially greater than its width. The card panel 712 typically includes a single column having multiple rows of full-facing pockets 714 for receiving greeting cards.
Each full-facing pocket 714 can include a front member 716 (not shown), a bottom member 718 (not shown), a left-side member 720 (not shown), and a right-side member 722 (not shown). The left 720 and right-side 722 members and the bottom member 718 for each full-facing pocket 714 can be orthogonally attached to the card panel 712. Each of the left 720 and right-side 722 members may include one or more tabs 724 (not shown) that may be used for attaching the pocket 714 to the card panel 712 so that the full-facing pockets may be moved up and down the card panel to suit the user's needs. In another exemplary embodiment, the full-facing pockets 714 may be attached to the card panel 712 using bolts, nuts, screws, adhesive or other methods known to those of ordinary skill in the art. The full-facing pockets 714 are typically positioned in a column format so that the full face of each greeting card may be viewed without obscuring the view of the greeting card in the pocket immediately above it.
Additional card panels 726 may be placed along additional columns of horizontal members 710 and attached thereto. Each pocket in the card panel 712 may also include a graphic 728 (not shown) that can be inserted against and at the point where the front member 716 is orthogonally attached to the bottom member 718. The graphic 728 typically provides the consumer information about the type of card or the occasion that the card is typically bought for (i.e. Birthday, Anniversary, etc.). In the alternative, this graphic 728 can provide a copy of the text inside the greeting card displayed in the card pocket. The display assembly of
The display assembly 700 may also include a cylindrical overhead marquee 734. The cylindrical overhead marquee 734 typically has a radius substantially equal to the radius of the accent floor 702 and substantially greater than the radius of the cylindrical centerpiece 708 and the cylindrical base 704. The cylindrical overhead marquee 734 typically includes a top circular member 736 and a bottom circular member 738, each having receptacles 740 (not shown) that allow graphics 742 to be slidably inserted, or snapped, into and between the top circular member 736 and bottom circular member 738. The graphics 742 inserted into the cylindrical overhead marquee 734 are generally outward facing, so that they may be seen from a great distance away from the display assembly 700. The graphics 742 are intended to attract the consumer into the card retail area.
The cylindrical overhead marquee 734 can hold multiple graphics 742, each occupying a certain portion of the circumference of the cylindrical overhead marquee 734. The graphics 742 for the cylindrical overhead marquee 734 are typically made of card or plastic stock and provide graphics or pictures that will inform people that greeting cards are available under the cylindrical overhead marquee 734. The cylindrical overhead marquee 734 is typically suspended from a ceiling (not shown) by one or more cables 744 attached to the top circular member 736 and a ceiling, roof top, or other point of attachment that resides above the display assembly 700.
E. Fourth Exemplary Display Assembly
Detailed drawings of another exemplary embodiment 800 of the display assembly are provided in
A first panel 810, having a substantially rectangular shape and a vertical side substantially greater than its horizontal side, is orthogonally attached to the opposing end of a column of horizontal members 808 mounted to the cylindrical base 806. This rectangular panel includes multiple greeting card pockets 812 displayed in a substantially vertical column along the central axis of the first panel 810. Each pocket 812 includes a left-side member 814 (not shown), a right-side member 816 (not shown), a front member 818 (not shown), and a bottom member 820 (not shown). The front member 818 is typically made of a clear material, such as plastic.
The first panel 810 may be attached at its upper and lower corners on a vertical side to the upper and lower corners on a vertical side of a second rectangular panel 822. The second rectangular panel 822 may be orthogonally attached at upper and lower corners of an opposing vertical side to the upper and lower corners of a vertical side for a third rectangular panel 824 (not shown). The third rectangular panel 824 may be orthogonally attached at upper and lower corners of an opposing vertical side to the upper and lower corners of a vertical side for a fourth rectangular panel 826 (not shown). A fourth rectangular panel 826 may be orthogonally attached at upper and lower corners of an opposing side to the upper and lower corners of an opposing side for the first panel 810. Each of the second 822, third 824, and fourth 826 rectangular panels may also be attached at opposing ends to a column of the horizontal members 808 near the mid-point of the axis the particular panel. In one exemplary embodiment, each rectangular panel is capable of holding three full-facing greeting cards in the pockets 812.
The full-facing pockets 812 may also include a graphic 826 which may be inserted at the intersection of the front member 818 and bottom member 820 of the pocket 812. The graphic 826 may provide information relating to the card's occasion, the Sender's ID associated with the card, or the text presented by the card's interior. The display assembly 800 of
The conical graphic assembly 828 includes a second 830 and third 832 circular member, the second circular member 830 being predisposed below the third circular member 832. The second circular member 830 may be orthogonally attached to the cylindrical base 806 by on or more horizontal members 834 (not shown). The third circular member 832 may be orthogonally attached to the cylindrical base 806 by horizontal members 836 (not shown) attached at one end to the inside diameter of the circular member 832 and attached on an opposing end to the outside circumference of the cylindrical base 806. The conical graphic assembly 828 includes one or more receptacles 838 (not shown) at the second 830 and third 832 circular members. One or more graphics 840 may be slidably inserted, or snapped, into the conical graphic assembly 828. The conical graphic assembly 828 typically provides information related to the Sender's ID for cards held in the display assembly 800, the occasion associated with the displayed cards, or pictures and/or graphics intended to generate an emotional appeal to consumers.
The display assembly of
The cylindrical overhead marquee 734 can hold multiple graphics 742, of the circumference of the cylindrical overhead marquee 734. The graphics 742 for the cylindrical overhead marquee 734 are typically made of card or plastic stock and provide graphics or pictures that will inform people that greeting cards are available under the cylindrical overhead marquee 734. The cylindrical overhead marquee 734 is typically suspended from a ceiling (not shown) by one or more cables 744 attached between the top circular member 736 and a ceiling, roof top or other point of attachment that resides above the display assembly 800 of
F. Fifth Exemplary Display Assembly
A detailed drawing of an alternative exemplary embodiment of the display assembly is provided in
A second set of rows of full-facing pockets 912 may be attached at one end to the first vertical member 902 and at each of the row's opposing ends to the fourth vertical member 908. Each of the second set of rows of full-facing pockets 912 is positioned substantially horizontal and perpendicular to the first set of rows of full-facing pockets 910. A third set of rows of full-facing pockets 914 (not shown) may be attached to the fourth vertical member 908 and the third vertical member 906 (not shown). Each row is substantially horizontal and perpendicular to the second set of rows of full-facing pockets 912. A fourth set of rows of full-facing pockets 916 (not shown) may be attached to the third vertical member 906 (not shown) the second vertical member 904. Each row is substantially horizontal and perpendicular to the full-facing pockets 910, 914. In one exemplary embodiment, four rows of full-facing pockets are attached between each of the vertical members.
Each of the pockets includes a back member 918 (not shown), a bottom member 920 (not shown), a front member 922 (not shown), a left-side member 924 (not shown), and a right-side member 926 (not shown). Each of the rows of pockets can also include means 928 (not shown), such as tabs which may be slidably inserted into slotted portions provided on each side of the vertical members. The means 928 attach the row of pockets to the vertical members, so that the rows of pockets may be adjusted up or down along the vertical members to which they are attached. The back member 918, bottom member 920, front member 922, left-side member 924, and right-side member 926 may be made of the same or different materials. The front member 922 is typically made of a material that is clear, such as plastic.
The display assembly of
The display assembly of
The second conical graphics panel may also include receptacles 950 (not shown) at the upper circular member 946 and lower circular member 944 so that graphics 952 can be slidably inserted, or snapped, into the second conical graphics panel 942. In one exemplary embodiment, the graphic 952 includes information related to the Sender's ID, the occasion associated with the displayed cards, or pictures and graphics that are intended to generate an emotional appeal that is typically associated with a card's occasion.
The display assembly of
The cylindrical overhead marquee 734 can hold multiple graphics 942, each occupying a certain portion of the circumference of the cylindrical overhead marquee 734. The graphics 742 are typically made of card or plastic stock and provide graphics or pictures that are useful for informing people that greeting cards are available under the cylindrical overhead marquee 734. The cylindrical overhead marquee 734 is typically suspended from a ceiling (not shown) by one or more cables 744 between the top circular member 736 and a ceiling, roof top, or other point of attachment above the display assembly 900 of
II. Marketing Methods for Greeting Cards
A. Floor Layouts
1. Sender's ID
The Sender's ID concept is a merchandising principle based on the realization that a person purchases a greeting card based on the sender's personal interest in the card design and the sender's belief that the recipient is likely to enjoy receiving a card bearing that design. In particular, the focus of a Sender's ID is the consumer—the sender of the card—rather than the recipient. The Sender's ID concept recognizes that a consumer is unlikely to make a greeting card purchase unless that consumer has a strong personal interest in the card design. Furthermore, research suggests that a person will typically buy cards having the same voice each time they make a purchase if cards having the sender's desired voice are available in the retail area for the particular card occasion.
A card's voice is defined by the characteristics of the greeting card, including but not limited to, the artistic designs for the front, inside, and back of the card; the design of the card; the message copy on the front, inside, and back of the card; the style of the card; and various other aspects of the card. Cards with the same voice have a consistent collection of attributes. By organizing an inventory of cards based on consumer preferences and pointing the consumer to the location of cards with a voice that appeals to that consumer, the greeting card seller will assist the consumer in achieving a more efficient and convenient card buying experience.
Consequently, the Sender's ID concept supports the separation or division of cards having a particular voice or type associated with particular consumer preferences from the total collection of cards. Display assemblies, preferably positioned in a central location within a retail environment, can present card types based on the organizational methodology of Sender's ID categories to assist the consumer in readily finding greeting cards that match the personal interests or voice of that consumer.
By organizing a greeting card fixture layout based on the concept of Sender's IDs, the consumer is more likely to find a card of interest, have a more enjoyable purchasing experience, and be likely to make additional card purchases while they are in the card retail area. In addition, the design of new greeting cards can focus on the personal interests or desired card voice for that group of consumers for each of the sender categories to further improve a consumer's shopping experience in the card retail area. By way of a representative example, the majority of card-buying consumers can be assigned to one of four distinct groups, or Sender's IDs: classic, contemporary, funny, and sweet & simple. However, those of ordinary skill in the art will recognize that, while the exemplary embodiment describes a department having four Sender's ID zones, a greater or fewer number of Sender's ID zones could be presented in a greeting card department based on a determination of the number of groups of card consumers that a manufacturer or retailer wishes to target.
In step 1320, greeting cards and display fixtures associated with the same Sender's ID are matched together and the cards are displayed in the display fixture in step 1325. In one exemplary embodiment, the greeting cards may be displayed in a full-facing or partial facing manner, or a combination of both in the display fixture 100. In step 1330, a Sender's ID display panel is provided for one or more of the display fixtures 100 and positioned so that it can be seen by consumers in the card retail area to alert them that the display fixture 100 is associated with the Sender's ID. For example, the Sender's ID display panel can be hung from the ceiling, generally above the display fixture 100, or positioned along the top of the fixture 100. A color is assigned to each Sender's ID in step 1335. The color association further assists consumers in identifying display fixtures associated with a particular Sender's ID. The assigned color is applied to the Sender's ID display panel corresponding to that Sender's ID for each fixture 100 in step 1340.
An internal copy caption is added to a portion of the rows of pockets adjacent to each unique greeting card design in step 1345. In one exemplary embodiment, internal copy captions can be provided in all of the pockets in a row and for all rows in a display fixture 100. In another exemplary embodiment, internal copy captions can be provided to one or more of the pockets in a row for one or more rows of the display fixture 100. In yet another exemplary embodiment, internal copy captions can be provided in all of the pockets in a row and for all rows that present cards in a full-facing manner in the display fixture 100. In one exemplary embodiment, the caption displays the copy or words on the inside of the greeting card. The caption can also include an occasion or sub-occasion display that identifies the occasion or sub-occasion to which the greeting card is associated. In one exemplary embodiment, the internal copy caption is a footer placed in the pocket and in front of each unique greeting card design.
In step 1350, a tab is positioned along one or more rows identifying a sub-occasion associated with the greeting cards presented in that row of pockets. Content designed to evoke emotions associated with the occasion of cards in the fixture 100 is applied to the display panel in step 1355. The objective of the content is to encourage the consumer to enter a card-buying mood as she approaches the card display fixture 100. The content typically attracts the attention of consumers through graphics, pictures and text intended to evoke emotions associated with the cards organized under the Sender's ID and displayed in the exemplary display assembly 100. The process continues from step 1355 to the END step.
2. Quickshop
In the exemplary card retail area, the card displays are separated into four Sender's ID zones 1005. One or more overhead graphics is provided in the card retail area signaling to the consumer the location of each of the four Sender's ID zones 1005. One or more Quickshop concepts can be provided on an apparatus 340 along the perimeter of the card retail area. For each Quickshop concept, a header graphic is preferably provided with the “Quickshop” name to alert the consumer that this is an area where there is an increased probability that they can quickly select cards for multiple occasions without having to enter the main portion of the card retail area. The Quickshop-based apparatus 340 is typically placed on the perimeter of each of the Sender's ID zones 1005 in order to attract consumers who were not considering buying a card today but may be convinced to make an impulse buy if they can do so in a quick, efficient manner.
A curated selection of cards for a particular Sender's ID is provided and displayed on an exemplary Quickshop display. The selection is denoted as curated because the Quickshop display has a significantly reduced selection of cards from the Sender's ID pool of cards, in order to reduce the amount of time a consumer has to invest to see all of the cards on the apparatus. Furthermore, the cards that are displayed on the Quickshop display cover multiple occasions (i.e. Birthday, Anniversary, Wedding, Thank you, etc.) in order to generate cross-occasion sales. The curated selection is laid out in rows of full-faced cards to allow the consumer to more quickly scan through the cards and make a quick purchase. A footer 1105 is included for each of the full-faced cards, the footer providing information on the subset of the occasion 1110 (i.e. His Birthday, Her Birthday, etc.) and the text that is found inside the card 1115, as shown in
A second grouping of apparatus 100 for each Sender's ID 1005 are provided on the interior of the card retail area. The name of the Sender's ID is provided on the concave graphic of each apparatus 100 to attract the consumer to the correct Sender's ID zone 1005. The cards in each Sender's ID zone 1005 are organized vertically by occasion in order to create a sense of comfort in the consumer that they know where things will be located. Multiple rows of full-faced cards are provided at the eye level of the consumer because eye level is the area that a consumer will typically look first. By displaying cards in a full-facing manner, it highlights the artistic beauty of the cards and signals to the consumer that these cards may be uniquely suited to the occasion they are buying for under the Sender's ID. For each of the full-facing cards on the multiple rows at or near eye level, footer graphics are provided for each card. The footer graphic typically provides the major and minor captions that the card falls under, thereby quickly providing the consumer with information as to the type of card receiver that the card is best suited. The remainder of the cards for each particular Sender's ID in the apparatus 100 below the top few rows are provided in a partial-faced display format to increase the selection available to the consumer for each occasion under the Sender's ID.
A curated portion of greeting cards is selected from an inventory of cards that can be displayed in the display fixture in step 1415. As described herein, the curated card selection is carefully selected to support the objective of a “QuickShop” shopping experience, which includes providing a reduced selection of cards from the collection of cards for a Sender's ID to reduce the amount of browsing time invested by a consumer in support of a card purchase. In step 1420, the curated selection of greeting cards is displayed in a full-facing manner. The cards are presented in a full-facing manner to make it easier for the consumer to see the entire front side of a greeting card and thereby reduce the number of cards that must be removed from their pocket before a card is selected for purchase.
In step 1425, an internal copy caption is added adjacent or directly in front of each unique greeting card design. In one exemplary embodiment, the caption displays the copy or words on the inside of the greeting card. The caption may also include an occasion or sub-occasion display that identifies the occasion or sub-occasion to which the greeting card is associated. A “Quickshop” display panel is presented near the top of this side of the display fixture to notify consumers that this side of the display provides a unique shopping experience in step 1430.
In step 1435, a broader and more numerous selection of greeting cards from the inventory of greeting cards is displayed on the other sides of the display assembly 340. In step 1440, the display assembly with the Quickshop display is associated with a Sender's ID. In step 1445, a Sender's ID display panel is provided for the display assembly 340 and positioned so that it can be seen by consumers inside and outside of the card retail area to alert them that the display assembly 340 is associated with the Sender's ID. For example, the Sender's ID display panel can be hung from the ceiling generally above the display assembly 340 or positioned along the top of the assembly 340. The process then continues from step 1445 to the END step.
As shown, each card retail area 1210, 1215, 1220, 1225 could operate independently to satisfy the card buying requirements of consumers because each area presents greeting cards representing the primary categories and subcategories of cards for a typical retail environment, all organized under a designated Sender's ID. In one exemplary embodiment, each display 1205 in each of the card retail areas 1210, 1215, 1220, 1225 is nearly identical to other displays in that card retail area or in another card retail area. In this manner. consumers can encounter the same or substantially similar presentations of greeting cards in each area, thereby creating a more enjoyable card buying experience. Those of ordinary skill in the art will recognize that, due to space constraints in a store or layout area 1200, the number of displays 1205 in each card retail area 1210, 1215, 1220, 1225 and the size of each display 1205 may be modified to fit into the layout area without significantly altering the advantages of the described layout. Those of ordinary skill in the art will also recognize that while the exemplary layout shown in
In step 1515, display fixtures are positioned in each zone. In one exemplary embodiment, the display fixtures are card display assemblies 100 of
While there have been shown and described several exemplary embodiments of the present invention, it will be evident to those skilled in the art that various modifications and changes may be made thereto without departing from the spirit and the scope of the present invention.
This non-provisional patent application claims priority under 35 U.S.C. §119 to U.S. Provisional Patent Application No. 60/759,690, titled Method and Apparatus For Increasing Greeting Card Sales, filed Jan. 17, 2006. This provisional application is hereby fully incorporated herein by reference.
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