US20090114481A1

US20090114481A1 - Greeting Card and Merchandise Retail Store System and Related Fixtures and Displays

Info

Publication number: US20090114481A1
Application number: US12/260,828
Authority: US
Inventors: Nelson Tejada; Don Batson; Christopher P. Weigand; Allan Stefan; Mathew Webb; Randhir Singh; Megan Buettner; Elizabeth Olson
Original assignee: Individual
Current assignee: American Greetings Corp
Priority date: 2007-10-29
Filing date: 2008-10-29
Publication date: 2009-05-07

Abstract

The present disclosure relates to the sale of greeting cards and related merchandise. More specifically to a novel retail store concept designed to create a personal, experience-based shopping experience for consumers. This concept is effectuated by physical aspects such as a moveable wall system, unique storefront, and specially designed fixtures and furniture. The concept is also effectuated by having several themed zones and intermingling cards and gift merchandise throughout the store. Every aspect of the store, from the store layout and design to the merchandise assortment is carefully chosen to create an experience-based shopping environment.

Description

RELATED APPLICATIONS

This application is a conversion of U.S. Provisional application number 60/983,275 filed Oct. 29, 2007.

FIELD OF THE INVENTION

The present disclosure relates to the sale of greeting cards and related merchandise. More specifically to a novel retail store designed to create a personal, experience-based retail environment for consumers.

BACKGROUND OF THE INVENTION

Greeting cards and various associated merchandise such as wrapping paper, stationery, small gifts, etc., are purchased by consumers for birthdays, holidays, special events, and many times for no reason at all. In this technology-driven world, greeting cards remain a very popular way for consumers to express their feelings towards one another. Shopping for, selecting, and purchasing a greeting card is at times a very personal experience. Consumers seek to find greeting cards and related gifts that express the exact sentiments consumers wish to convey to the recipient.
Conventional retail store layouts and displays by which most greeting cards and related merchandise are sold have linearly defined aisles or sales areas lined with one or more greeting card displays which have vertical or tiered shelves of individual pockets in which cards are stored and displayed. The tiers of the card displays are arranged from ankle or shin level up to eye level. Sign headers are used at the top of the displays (above the top tier) and in front of the intermediate tiers to identify the different categories and types of cards. In these types of displays, the cards are generally arranged by occasion, such as birthday, anniversary, and graduation, and by sentiment, such as thank you, congratulations, or sympathy and identified and located by appropriate signage. Although this type of retail set-up is widely used and effective for selling greeting cards, it has the drawbacks of requiring a large amount of floor space, is not flexible to any non-aisle layout, and is highly dependent upon headers and other signage to guide consumers. Also, because the conventional tiered aisle card displays are used to display a very high density of greeting cards only, there is no opportunity to cross-sell other types of merchandise with greeting cards.
Non-greeting card and complementary merchandise such as gift wrap and gift adornments (ribbons, bows, gift bags) are often located at the perimeter of a store which also sells greeting cards. Other non-card merchandise typically found in stores which sell greeting cards includes stationery, photo albums and frames, seasonal merchandise, and small gifts such as candles, candies, and collectibles such as figurines. These items are typically found throughout the store, in aisles or on the perimeter. Once a consumer selects an appropriate greeting card, he/she must then browse the rest of the store or visit another store to search for appropriate accompanying gifts and packaging, if necessary. The conventional linear aisle set-up does not facilitate the cross-promotion and presentation of greeting cards and complementary non-greeting card merchandise. Also, because all the different categories and themes of cards are grouped together on a tiered display, they are not located with other non-card complementary merchandise.
The process of selecting an appropriate greeting card in the conventional store can be complicated by the advent of major holidays. Oftentimes, as a holiday approaches, the section containing the seasonal greeting cards gets very crowded. This can make finding other types of greeting cards more difficult if those cards are stored in the same or adjacent card display. Also, since the typical aisle width is relatively narrow, consumers searching card displays across an aisle may also be affected. At times, there is very little room and little privacy when attempting to select an appropriate greeting card.
Another issue affecting consumers in the current retail greeting card environment is that a significant portion of the merchandise available for sale is produced by mass-distributors. Because of the rigid arrangement of cards and merchandise in conventional stores, selecting a gift from a typical store may result in the impression that the consumer was in a hurry or didn't put much thought or care into selecting the item, or that the consumer hurriedly selected a cookie-cutter item available at most greeting card shops. Most items may lack a unique look or quality that gives the impression that a gift was personally selected with the recipient in mind.

SUMMARY OF THE INVENTION

A retail store for selling greeting cards and other retail merchandise. The retail space is defined by outer perimeter walls in a generally rectangular pattern and a series of sections of retail merchandise display walls that are arranged within the outer perimeter walls. The retail merchandise display walls are arranged at multiple angles relative to the outer perimeter walls. The retail merchandise display walls are configured to support and display multiple different kinds of retail merchandise such as greeting cards displayed by greeting card display fixtures and merchandise displayed by merchandise display fixtures. The sections of retail merchandise display walls are arranged in a circuitous path throughout the retail space proximate to the outer perimeter walls and spaced from the outer perimeter walls. There are multiple retail zones defined by adjoining sections of retail merchandise display walls and boundaries of retail zones located at junctures of the sections of retail merchandise display walls. Each retail zone has a unique theme and the greeting cards and merchandise in the display fixtures within each retail zone correspond to the theme of each retail zone. The greeting card and merchandise display fixtures located on the retail merchandise display walls are displayed at elevations which vary within a retail zone and which vary from one retail zone to another retail zone.

DESCRIPTION OF THE DRAWINGS

FIG. 1 is the retail store floor plan.

FIG. 2 is a drawing of the retail merchandise display walls.

FIG. 3 a shows retail merchandise display wall details.

FIG. 3 b shows a retail merchandise display wall with greeting cards, gift bags, and merchandise.

FIG. 4 a is a cross-sectional view of a double-sided moveable retail merchandise display wall

FIG. 4 b is a cross-sectional view of a single-sided static retail merchandise display wall

FIG. 4 c is a cross-sectional view of a pop-down shelf wall.

FIG. 4 d is a drawing of a pop-down shelf

FIG. 5 a is a drawing of a popdown shelf with a mix of shelves in both horizontal and vertical position.

FIG. 5 b is a drawing of a pop-down shelf wall with all shelves in horizontal position.

FIG. 5 c is a drawing of a pop-down shelf wall with all shelves in vertical position.

FIG. 6 is a drawing of the storefront.

FIG. 7 a shows storefront details including a retail merchandise display wall.

FIG. 7 b shows storefront details without retail merchandise display wall.

FIG. 8 is the card layout plan.

FIG. 9 is a drawing of retail display fixtures.

FIG. 10 a is a drawing of a card display.

FIG. 10 b is a cross-sectional view of a one-tiered card display attached to a retail merchandise display wall.

FIG. 10 c is a cross-sectional view of a two-tiered card display attached to a retail merchandise display wall.

FIG. 10 d is a cross-sectional view of a three-tiered card display attached to a retail merchandise display wall.

FIG. 10 e is a front view of one-tiered, two-tiered, and three-tiered card displays attached to a retail merchandise display wall.

FIG. 11 a is a drawing of a deep dive shelf

FIG. 11 b is a cross-sectional view of a deep dive shelf attached to a retail merchandise display wall.

FIG. 11 c is a front view of deep dive shelves attached to a retail merchandise display wall

FIG. 12 a is a drawing of a shelf display.

FIG. 12 b is a cross-sectional view of the shelf display attached to a retail merchandise display wall.

FIG. 12 c is a front view of shelf displays attached to a retail merchandise display wall.

FIG. 13 is a drawing of a box shelf.

FIG. 14 a is a cross-sectional view of a wrap display attached to a retail merchandise display wall.

FIG. 14 b is a front view of two wrap displays attached to a retail merchandise display wall.

FIG. 15 a is a cross-sectional view of a roll display.

FIG. 15 b is a front view of two roll displays attached to a retail merchandise display wall.

FIGS. 16 a - 16 c are drawings of a jewelry display wall fixture.

FIG. 17 is a drawing of the store furniture set.

FIG. 18 is a fixture and furniture plan.

DETAILED DESCRIPTION OF PREFERRED ALTERNATE EMBODIMENTS

The present disclosure relates to a greeting card and merchandise retail store system, including the sale of greeting cards and related merchandise. More specifically to a novel retail store concept designed to create a personal, experience-based shopping environment for consumers. Within the broader scope of this disclosure, this concept can be used in any shopping environment. The present disclosure was designed to create an intimate, meaningful shopping environment. There are no linear aisles or lengthy card runs in the store as typically found in retail shopping locations. As an alternative, the present disclosure is based on the concept of a substantially continuous path of greeting cards displayed on merchandise display walls. This path begins proximate to the front entrance of the store and continues proximate to the perimeter of the retail store and includes the intermixing of greeting cards and gift merchandise throughout the store and creating themed retail zones within a single store, wherein different zones are dedicated to different occasions, themes or seasons. The path goes through, substantially the entire store, or at least through each of the zones of the store. In addition to greeting cards, merchandise categories found in the store include home office, memory keeping, frames, stationery, music and home decor. In one representative embodiment, the store product mix consists of approximately 35% greeting cards and 65% non-greeting card merchandise. There are approximately 50-200 linear feet of greeting cards displayed throughout the store. The store layout, fixtures, and the array of merchandise selected for the store are designed to provide consumers with a unique, intimate, meaningful shopping environment.
As shown in FIG. 1, the store 100 includes opposed perimeter walls 102, 104, a rear wall 106, a storefront 108, a floor, and a ceiling. The operative or sales area of the store itself is essentially framed by the perimeter walls 102, 104 and the rear wall 106. This particular embodiment of the disclosure is intended for installation in or along with a series of stores arranged side by side wherein the perimeter walls 102, 104 frame the storefront 108. This type of store 100 has particular utility in a shopping center or mall wherein a common central corridor is disposed adjacent the open end of the overall store although it could be used in a freestanding situation also. The store may be of any size or dimension, but in representative embodiments has an approximate total square footage of floor space in a range of approximately 1200 square feet to 2200 square feet.
A plurality of retail merchandise display walls 110 (also referred to herein as “merchandise display walls”) are provided in sections 1101-1122 and positioned along the perimeter and throughout the interior of the store 100, as shown in FIG. 2. At least some of the merchandise display walls 110 are preferably arranged at various angles with respect to the perimeter walls 102, 104 creating separate and distinct sections reflecting the theme of the greeting cards and merchandise located in each particular area. The sections of retail merchandise display walls 110 (collectively referred to as the “retail merchandise display walls”) are configured to support and display multiple different kinds of retail merchandise, including greeting cards and non-greeting cards. As further described, both greeting cards and non-greeting card merchandise are displayed on various wall-mounted merchandise display fixtures. Also, both greeting cards and non-greeting card merchandise are displayed on freestanding display fixtures. In general, there are two types of retail merchandise display walls—retail merchandise display walls (both static 110 and moveable 112) either or both of which may further have pop-down shelves, as further described.
FIG. 3 a shows a retail merchandise display walls 110 which is made of wood framing 114, plywood 116, a slat wall 118, felt pieces 120, and a metal plate 122 around all exposed edges. Although in the present disclosure, felt pieces are used as the display surface of the retail merchandise display walls 110, any type of fabric or other material may be used. Some of the retail merchandise display walls 110 are moveable and double sided, as shown in FIG. 4 a. Both the moveable retail merchandise display walls 112 and the static retail merchandise display walls 110 (shown in FIG. 4 b) are designed to give the visual impression that they are shingled, or otherwise having the appearance of a fabric and decorative surface. Rows of parallel overlapping felt pieces cover the length of each section of a retail merchandise display wall. Each felt piece 120 is oriented generally outward at an angle by a shim 124, causing the bottom edge of a superior felt piece 120 to overlap the top edge of an inferior felt piece 120, as shown in FIGS. 4 a and 4 b. In the present disclosure, the felt pieces 120 are attached to the slat wall 118 using Velcro but any other detachable fastening system such as glue, nails, screws, etc. can be used. The merchandise display walls 110 help to create the continuous path effect because they are capable of accommodating shelves and fixtures or a combination thereof to display greeting cards and non-greeting card merchandise together throughout the store, intermingling greeting cards 123, merchandise 125, and gift packaging 127, as shown in FIG. 3 b. They are arranged in a circuitous and continuous path throughout the store 100, and are generally arranged proximate to the outer perimeter walls 102, 104. The sections of merchandise display walls 110 also define different zones within the retail space of the store 100, with each zone being designated for display of a different type or theme of greeting cards and non-greeting card merchandise. The circuitous and continuous path of the sections of merchandise display walls 110 thus leads through each of the different zones throughout the store. The circuitous and continuous path of the sections of merchandise display walls 110 generally tracks from the storefront, throughout the retail space of the store—all the way to a back wall of the store farthest from the storefront—and returns to the storefront. Some of the sections of the retail merchandise display walls 110 are oriented generally parallel to the perimeter walls 102, 104, and other sections are oriented non-parallel to the perimeter walls 102, 104.
Another unique form of product display of the disclosure is the pop down shelf or pop down shelf wall 111, depicted in FIGS. 5 a-5 c. The pop-down shelf wall 111 is another type of retail merchandise display wall that can be used as wall space in the first position or as a shelf display in the second position. Referring back to FIG. 4 c, the pop-down shelf wall 111 includes plywood, one or more folding shelf brackets 128 which support shelves 130 which may be formed by bent ply shelf 126 and gypsum board 132 located above the uppermost shelf and against the wall structure. When the folding shelf bracket 128 is in a folded position, the shelf bracket 128 is in a completely vertical position and when folded out, the shelf bracket 128 is at a 90 degree angle with respect to the wall, allowing the shelf 130 to be in either a vertical wall position or a horizontal shelf position. The shelf surface is covered with wall paper finish 134 so that when the shelf 130 is in an up or vertical position, it can be used as wall space. As further shown in FIG. 4 d, the shelf surface also contains a small downward facing lip 136 that allows the folding shelf 130 to sit flush with the rest of the wall when in vertical wall position and a finger pull 138 for easy folding or unfolding of the shelf 130.
FIG. 5 b shows a pop-down shelf wall 111 with all shelves 130 in a horizontal position or hinged up for maximum shelf space. FIG. 5 c shows the pop-down shelf wall 111 with all shelves 130 in a vertical position or folded down for maximum wall space. Several different configurations of shelf and wall space can easily be created by folding down some shelves 130 while keeping other shelves folded up. The pop-down shelf wall is particularly useful in creating the continuous path effect of intermixing cards and merchandise throughout the store 100. A representative configuration is shown in FIG. 5 a where there is a mixture of hinged and unhinged pop down shelves 130 showcasing store merchandise. Each pop down shelf 130 is approximately two feet in length and there are approximately two pop down shelves 130 per four feet of wall space. The shelves 130 may be arranged in multiple horizontal and parallel rows as shown.
FIG. 6 is a drawing of the storefront 108, indicated generally, which in this representative form has a framework with multiple glass windows. The storefront 108 is unique in that one section of retail merchandise display wall 112 extends through the storefront 108, such as through the glass framework proximate to the entranceway or doors 142. The portion of display walls 112 located on the exterior side of the storefront 108 creates extra retail display space that may be used for another unique themed area or zone (discussed below), and which augments the continuous path theme by starting it with display walls of the same type and colors outside of the entrance to the store and which are then continued inside the store. In this representative embodiment, the storefront 108 has two nine-foot panels of ½ inch clear tempered glass 144 and a set of double doors 142. Five three foot ½ inch clear tempered glass transoms 146 are also located across the store front, above the entranceway.
FIG. 7 a shows a front view of the storefront 108 with the retail merchandise display wall 112 in place. FIG. 7 b shows the storefront 108 with the retail merchandise display wall 112 optionally removed, exposing more of the glass of the storefront 108 and changing the appearance of the store.
Another aspect of the store design intended to create the “continuous path” effect is the creation of several distinct zones relating to special occasions, themes or seasons. Multiple zones are defined by adjoining sections of retail merchandise display walls 112 and the boundaries of each zone are located at specific junctures of the sections of display walls 112. Each zone has retail merchandise display walls 112 with greeting card display fixtures and merchandise display fixtures. The greeting cards and other non-greeting card merchandise located in each zone correspond to the theme of each zone. For example, the baby zone may contain such non-greeting card merchandise as rattles, baby-themed picture frames, and baby books while the wedding zone may contain such non-greeting card merchandise as wedding photo albums, guest books, and wedding-themed picture frames.
FIG. 8 depicts a representative card layout plan for the themed zones, with exemplary dimensions and linear feet of retail space, which corresponds to the linear feet of retail merchandise display wall 110, and upon which any type of display fixtures may be mounted. For example, situated from back to front along the right side perimeter wall 102, are zones relating to: wedding and anniversary 148 encompassing approximately twelve linear feet of space; baby 150 encompassing approximately twelve linear feet of space; memory keeping 152 encompassing approximately sixteen linear feet of space; friendship 154 encompassing approximately four linear feet of space; female humor 156 encompassing approximately four linear feet of space; and feminine birthday 158 encompassing approximately thirty-six linear feet of space. Located from back to front along the left side perimeter wall 104 are zones relating to: blank cards 160 encompassing approximately eight linear feet of space; thank you 162 encompassing approximately ten linear feet of space; care and concern 164 encompassing approximately eight linear feet of space; sympathy 166 encompassing approximately eight linear feet of space; congratulations 168 encompassing approximately fifteen linear feet of space; and general birthday 170 encompassing approximately nineteen linear feet of space. A seasonal 172 zone is located proximate to the store entrance and contains two sections each containing approximately eight linear feet of space. The maximum wall layout contains eight rows of card displays. A representative greeting card fixture arrangement may have three rows of full face cards and five rows of half face cards. Preferably, there are between approximately 50-200 linear feet of greeting card and merchandise display wall, i.e., retail merchandise display wall in the store 100. The color scheme, fixtures, furniture, and ceiling height are all chosen based upon the theme of the zone. For example, in the sympathy zone 166, there are relatively lower ceiling walls in order to create a more intimate atmosphere and there is a couch where consumers may sit and contemplate a card or gift purchase. There are also several areas or zones throughout the store 100 where consumers may congregate. Although the placement and theme of each zone is illustrated and set forth in this disclosure, it should be understood that a number of changes in theme and/or placement can be made without changing the scope and function of the disclosure set forth herein.
Several unique greeting card and merchandise fixtures are used throughout the store 100 to hold and display greeting cards 123, gift merchandise 125 and gift packaging 127. Each of the display wall-mounted type fixtures are configured for attachment to the retail merchandise display walls. FIG. 9 shows the store fixture set which includes 1-tray or 1-tier card shelves 174; 2-tray or 2-tier card shelves 176; 3-tray or 3-tier card shelves 178; roll display 180, deep dive shelves 182, wrap display 184, shelf display 186 card wall fixtures 188 jewelry wall fixtures 190, roll fixture 194, deep dive fixture 196 and wall box shelf 198. These fixtures are representative of fixtures that may be used throughout the store 100 to display and showcase greeting cards and merchandise. The particular selection of fixtures is dependant upon the theme of each retail zone. Different combinations, numbers and locations of fixtures may be used throughout the store for different retail zones.
As shown in FIGS. 10 a-10 e, card displays 200 are configured for use throughout the store 100 and have the capacity to hold a large number of greeting cards 123. As shown in FIG. 10 a, a representative card tray or shelf 200 has a first vertical leg 202 or front connected at a an angle to a first horizontal leg 204 which serves as the tray bottom and which is connected at an angle to a second vertical leg 206 which serves as the back of the tray. The channel or tray is designed for receiving an edge of a felt piece 120 of the retail merchandise display wall 110 which rests over the second vertical leg 206. The second vertical leg 206 is attached to an L-shaped mounting bracket 208 having a channel dimensioned to receive or fit over an edge of a felt piece 120 of the retail merchandise display wall 110 that extends between two felt pieces 120 and into a groove 218 located in the slat wall 118, as depicted in FIG. 10 b. The groove 218 has an interior that is wider than the opening and is designed to accommodate the mounting bracket 208. Multiple horizontal and parallel rows of grooves 218 are formed in the merchandise display wall, and located proximate to the horizontal overlapping edges of the felt pieces 120.
FIG. 10 c depicts a two-tiered card display 200 that includes a second tier channel that connects to the first-tier channel by an L-shaped extension leg 212 extending from the second vertical leg of the first-tier channel 206. FIG. 10 d depicts a three-tiered card display that includes a third tier channel that is connected to the second tier channel by an L-shaped extension leg 214 extending from the second vertical leg of the second-tier channel. The third tier channel also includes a U-shaped spacer 216 that extends the third tier channel out in front of the first and second tier channels and sits flush with the inferior felt piece 120. In a two-foot length of space, the card display 200 may contain three rows containing 12 distinct cards, six rows containing 24 distinct cards, or seven rows containing 28 distinct cards, as shown in FIG. 10 e.
Deep dive shelves are another type of fixture used throughout the store to hold greeting cards in vertically arranged stacks. The deep dive shelf 182, depicted in FIG. 11 a, is a generally U-shaped display with two vertical side members 220 and a connecting horizontal base member 222. There can be a clear panel 224 placed between the two side members 220 at the front side of the display. The deep dive shelf 182 is attached to a retail merchandise display wall 110 with an L-shaped mounting bracket 230, as shown in FIG. 11 b. A first horizontal leg 226 is placed along the base member 222 that is connected to a first vertical leg 228 at a 90 degree angle. The first vertical leg 228 is flush with the inferior felt piece 120. The first vertical leg 228 is connected to the L-shaped mounting bracket 230 having a channel dimensioned to receive an edge of a felt piece 120 of the retail merchandise display wall 110 that extends between two felt pieces 120, and into a groove 218 located in the slat wall 118. The deep dive shelf 182 can hold more cards than a regular card display 200 by allowing separate and distinct cards to be placed in rows from the front of the shelf 182 to the back. Tabs can be used within the deep dive shelf 182 to sort cards by caption or category. FIG. 11 c shows a front view of a section of retail merchandise display wall 110 having three rows of deep dive shelves 182 attached thereto.
Merchandise shelf displays 186 may also be used on any area of the retail merchandise display walls in the store 100. FIG. 12 a shows the shelf display 186 which has a shelf surface 234 that in a representative form is approximately two feet wide and ten inches deep with two downward turned side members 236, approximately two inches high. The bracket has a first horizontal leg 238 attached to a first vertical leg 240 at a 90 degree angle. The first vertical leg 240 sits flush with the inferior felt piece 120 and is attached to an L-shaped mounting bracket 242 having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall 110, that extends between two felt pieces 120 and into the groove 218 located in the slat wall 118. The display shelf 186 may also contain an optional bag display standout or hang rod 246 that is inserted horizontally into the front face of the shelf to hold gift bags or any other merchandise having a retail display header. FIG. 12 c shows a front view of a section of retail merchandise display wall 110 with four rows of three shelf displays 186 placed adjacent to each other.
FIG. 13 shows another type of retail display fixture, the box shelf 198, which can be used anywhere in the store 100 to showcase store merchandise. The box shelf 198 can be made of plywood or other suitable material and includes two side walls 253, 255, and an upper 247 and lower 249 shelf wall. Each sidewall 253, 255, is approximately one foot deep and approximately one foot tall The upper 247 and lower 249 shelf walls are approximately four feet long. The box shelf 198 does not have to be mounted to a retail merchandise display wall 110 but instead sits on the floor level in front of a retail merchandise display wall 110, as depicted in FIGS. 5 a -5 c.
Two representative types of non-greeting card fixtures which can be used in connection with the retail merchandise display wall anywhere in the store 100 to display and dispense gift wrap or other types of paper, fabric or sheet products are the wrap display 184 and the roll display 180. FIG. 14 a shows the wrap display 184. The wrap display 184 contains in one embodiment four vertical rods 250 which are inserted into the roll wrap 248 so that they will be vertically oriented. The rods 250 are all connected to a first horizontal leg 252 which is positioned at a slight downward sloping angle in order to accommodate the width of the roll wrap 248 and the superior felt piece 120. The first horizontal leg is connected to a first vertical leg 254 which sits flush with the inferior piece 120. The first vertical leg 254 is attached at a 90 degree angle to a an L-shaped mounting bracket 256 having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall 110, that extends between two felt pieces 120 and into a groove 218 located in the slat wall 118. FIG. 14 b shows a front of the wrap display 184 placed attached to a retail merchandise display wall 112. FIG. 15 shows the roll display 180. The roll display 180 also holds roll wrap 248 but instead of displaying the roll wrap 248 packaged and for purchase as a whole, as does the wrap display 184, the roll display 180 displays the roll wrap 248 unpackaged, and horizontally for purchase by the piece. As shown in FIG. 15 a, the roll display 180 is positioned between two felt pieces 120, the superior felt piece being a special roll holder section 260 that is curved at an outward angle to accommodate the roll wrap 248. The roll wrap 248 rests atop a 1/16^thinch metal Y-shaped frame 262 that sits flush inside a U-shaped metal channel 264. The U-shaped metal channel 264 is connected at the front end to a cutting edge 266 which extends outward just beneath the unwrapped paper roll and is used to sever the paper from the roll. The back of the channel is connected to an L-shaped mounting bracket 268 having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall 110, that extends between two felt pieces 120 and into a groove 218 located in the slat wall 118. FIG. 15 b shows a front view of two roll displays 180 inserted into a retail merchandise display wall 110.
Another fixture used in the store 100 is the jewelry display wall fixture 190, depicted in FIGS. 16 a-16 c. The jewelry display wall fixture 190, used to display jewelry, is made of light wood, glass and paint. The door of the jewelry display 190 is connected to the side of the display by a continuous hinge (not shown) and it has magnetic door closers (not shown) embedded into the side rail for closure. The front molding 272 is made of light wood with an inlay of glass 274 across the face of the display between the front molding 272. A 1′½″ reveal 276 exists along the right side of the front molding 272. Each jewelry display wall fixture 190 contains a removable back panel 278. The jewelry display wall fixture 190 is attached to a retail merchandise display wall 110 by an L-shaped mounting bracket 279 attached to the top back panel 278 of the jewelry display wall fixture 190. The L-shaped mounting bracket 279 is designed to extend between two felt pieces of a retail merchandise display wall 110 and be inserted into a groove in the slat wall. The L-shaped mounting bracket 279 is also designed to accommodate a superior felt piece of the retail merchandise display wall 110 so it may rest above the bracket Three different embodiments of the jewelry display wall fixture 190 are pictured in FIGS. 16 a-16 c which may vary in size and shape.
In addition to the many fixtures used to display merchandise throughout the store 100, there are also freestanding fixtures such as armoires and nesting tables dotting the sales areas, purposefully breaking up space to give the store a gallery feel. Freestanding fixtures may hold greeting card and non-greeting card merchandise. Shown in FIG. 17 are representative freestanding fixtures that may be used throughout the store 100: armoire 280; counter 282; seasonal table 284; round table 286; card tables 288, 290, 292; tasting station 294; cashwrap 296; glass display case 298; bookcase 300; hangbar 302; and backwrap 304. FIG. 18 is a freestanding fixture layout showing a representative arrangement of where fixtures may be located throughout the store. It should be noted that although the placement of fixtures has been illustrated and set forth in this disclosure, it should be understood that a number of variations can be made without changing the scope and function of the disclosure set forth herein.
Every aspect of the store is based on the consumers need to create a connection between family and friends. The common thread that is simulated throughout the store is the consumers desire to connect in meaningful ways. The store layout and design, from the moveable walls to the pop down shelves, is unique and offers flexibility for frequently product assortments. The themed zones provide the consumer with a variety of choices for selecting an appropriate greeting card and/or gift. As the consumer walks through the store, the cards can be used as a navigation device, leading consumers to each distinct themed zone, and promoting complementary merchandise appropriate to each zone which is co-displayed with greeting cards.

Claims

1. A retail store for selling greeting cards and other retail merchandise, comprising:

a retail space defined by outer perimeter walls arranged in a generally rectangular pattern;

a series of sections of retail merchandise display walls arranged within the outer perimeter walls, the sections of retail merchandise display walls arranged at multiple angles relative to the outer perimeter walls including at least one section of retail merchandise display wall which is not parallel to an outer perimeter wall;

the retail merchandise display walls configured to support and display multiple different kinds of retail merchandise, at least one of the multiple different kinds of retail merchandise including greeting cards displayed by greeting card display fixtures attached to the retail merchandise display walls and non-greeting card merchandise displayed by non-greeting card merchandise display fixtures;

the sections of retail merchandise display walls arranged in a circuitous path throughout the retail space proximate to and spaced from the outer perimeter walls, at least some of the sections of retail merchandise display walls being arranged generally parallel to the outer perimeter walls, and at least some of the sections of retail merchandise display walls being arranged non-parallel to the outer perimeter walls;

multiple retail zones in the retail store defined by adjoining sections of retail merchandise display walls, and boundaries of retail zones located at junctures of the sections of retail merchandise display walls, each retail zone having at least one section of retail merchandise display wall with the greeting card display fixtures, each retail zone having a unique theme and greeting cards in the greeting card display fixtures within each retail zone which corresponds to the theme of each retail zone;

one or more freestanding fixtures with non-greeting card merchandise located within one or more of the retail zones.

2. The retail store of claim 1 wherein the store is located in a shopping center or mall.

3. The retail store of claim 1 wherein the store is located in a freestanding structure.

4. The retail store of claim I wherein one or more of the sections of retail merchandise display walls are moveable with respect to other sections of the retail merchandise display wall.

5. The retail store of claim 1 wherein one or more retail merchandise display walls are static and are fixed in place within the outer perimeter walls.

6. The retail store of claim 1 wherein one or more of the retail merchandise display walls have a display side which comprises fabric.

7. The retail store of claim 6 wherein the retail merchandise display walls are comprised of overlapping parallel fabric pieces covering the length of each wall section.

8. The retail store of claim 6 wherein the greeting card display fixtures and merchandise display fixtures are attached to the retail display walls by a bracket, the bracket having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall.

9. The retail store of claim 1 further comprising a storefront having one or more glass panels and one or more glass transoms.

10. The retail store of claim 1 wherein one or more sections of retail merchandise display wall extend through the storefront.

11. The retail store of claim 1 wherein the sections of retail merchandise display walls begin proximate to a front entrance of the store and continue proximate to a perimeter of the retail store.

12. The retail store of claim 1 wherein the unique themes of the multiple retail zones are selected from the group of: wedding and anniversary; baby; memory keeping; friendship; female humor; feminine birthday; blank cards; thank you; care and concern; sympathy; congratulations; general birthday; and seasonal.

13. The retail store of claim 1 comprising a ceiling with different heights.

14. The retail store of claim 1 wherein the greeting card wall display fixtures are selected from the group of: 1-tray card shelves; 2-tray card shelves; 3-tray card shelves; deep dive shelves; card wall fixtures; deep dive fixtures.

15. The retail store of claim 1 wherein the merchandise wall display fixtures are selected from the group of: roll display; wrap display; shelf display; jewelry wall fixture; roll fixture; and wall box shelf.

16. The retail store of claim 1 wherein each retail zone contains at least one greeting card fixture and at least one merchandise fixture.

17. The retail store of claim 1 wherein one or more of the retail merchandise display walls proximate to the perimeter of the retail store further comprise pop-down shelf displays.

18. The retail store of claim 17 wherein the pop-down shelf walls comprise multiple rows of shelves with a wallpaper finish, a small downward facing lip, a finger pull, and a folding shelf bracket that is configured to be used as a shelf in a first position and wall space in a second position.

19. The retail store of claim I wherein freestanding greeting card and non-greeting card fixtures are selected from the group of: armoire; counter; seasonal table; round table; card table; tasting station; cashwrap; glass display case; bookcase; hangbar; and backwrap.

20. The retail store of claim 1 comprising a product mix of 35% greeting cards and 65% non-greeting card merchandise displayed on the greeting card display fixtures and freestanding fixtures.

21. The retail store of claim 1 comprising approximately 50 to 200 linear feet of greeting card display fixtures arranged generally horizontally on the retail merchandise display walls.

21. The retail store of claim 1 wherein the retail zones arranged in a retail zone series corresponds to the series of sections of the retail merchandise display walls;

23. The retail store of claim 1 wherein the greeting card display fixtures are located on the retail merchandise display walls at elevations which vary within a retail zone and which vary from one retail zone to another retail zone;

24. A retail merchandise display wall structure comprising:

a plurality of display wall sections configured to support and display multiple different kinds of retail merchandise:

a slat wall panel vertically supported by a support structure, the slat wall panel having one or more horizontal grooves having an interior that is larger than its opening;

a display surface having a plurality of fabric pieces attached to the slat wall in an overlapping manner wherein a bottom edge of superior felt piece overlaps a top edge inferior felt piece;

at least one of the multiple different kinds of retail merchandise including greeting cards displayed by a greeting card display fixture attached to a retail merchandise display wall and merchandise displayed by a merchandise display fixture attached to a retail merchandise display wall, the greeting card and merchandise display fixtures being attached to the slat wall by an L-shaped mounting bracket engaged with a groove of the slat wall, the L-shaped mounting bracket having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall, that extends between two felt pieces and into the groove located in the slat wall.

25. The retail merchandise display wall of claim 24 wherein the greeting card wall display fixtures attached to the retail merchandise display wall are selected from the group of: 1-tray card shelves; 2-tray card shelves; 3-tray card shelves; deep dive shelves; card wall fixtures; deep dive fixtures.

26. The retail merchandise display wall of claim 24 wherein the merchandise wall display fixtures attached to the retail merchandise display wall are selected from the group of: roll display, wrap display; shelf display; jewelry wall fixture; roll fixture; and wall box shelf.

27. The retail merchandise display wall of claim 24 wherein one or more retail merchandise display wall sections is moveable with respect to the other retail merchandise display wall sections.

28. The retail merchandise display wall of claim 27 wherein the moveable retail merchandise wall section is two-sided with fabric on both sides.

29. The retail merchandise display wall of claim 24 wherein the felt pieces are attached to the slat wall by a detachable fastening system.

30. The retail merchandise display wall of claim 24 wherein a card display fixture is attached to the retail merchandise display wall by a mounting bracket consisting of a first vertical leg connected at a 90-degree angle to a first horizontal leg that is connected at a 90-degree angle to second vertical leg that is attached to an L-shaped mounting bracket having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall that extends between two felt pieces and into a groove located in a slat wall.

31. The retail merchandise display wall of claim 30 comprising a two-tiered card display that includes a second tier channel that connects to the first-tier channel by an L-shaped extension leg extending from the second vertical leg of the first-tier channel.

32. The retail merchandise display wall of claim 30 comprising a three-tiered card display that is comprised of a third tier channel that is connected to the second tier channel by an L-shaped extension leg extending from the second vertical leg of the second-tier channel, the third tier channel also having a U-shaped spacer that extends the third tier channel out in front of the first and second tier channels and sits flush with an inferior felt piece.

33. The retail merchandise display wall of claim 24 wherein a deep dive shelf is attached to a retail merchandise display wall by a mounting bracket consisting of a first horizontal leg placed along a base member that is connected to a first vertical leg at a 90-degree angle, the first vertical leg. being flush with the inferior felt piece and connected to an L-shaped mounting bracket having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall that extends between two felt pieces and into a groove located in a slat wall.

34. The retail merchandise display wall of claim 24 wherein a shelf display is attached to the retail merchandise display wall by a mounting bracket consisting of a first horizontal leg attached to a first vertical leg at a 90 degree angle, the first vertical leg being flush with the inferior felt piece and attached to an L-shaped mounting bracket having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall that extends between two felt pieces and into a groove located in a slat wall.

35. The retail merchandise display wall of claim 24 wherein a wrap display is attached to a retail merchandise display wall by a mounting bracket consisting of a first horizontal leg which is positioned at a slight downward sloping angle and connected to a first vertical leg which sits flush with an inferior felt piece and is attached at a 90-degree angle to a an L-shaped mounting bracket having a channel dimensioned to receive an edge of a felt piece of the retail merchandise display wall that extends between two felt pieces and into a groove located in a slat wall.

36. The retail merchandise display wall of claim 24 wherein a roll display is attached to the retail merchandise display wall by a Y-shaped frame that sits flush inside a U-shaped metal channel that is connected at the front end to a cutting edge and at the back end to an L-shaped mounting bracket having a channel dimensioned to receive an edge of a felt piece of fie retail merchandise display wall that extends between two felt pieces and into a groove located in a slat wall.

37. A system for display and sales of merchandise including greeting cards and non-greeting card merchandise, comprising:

a storefront and perimeter walls which extend from the storefront to define a retail space within the storefront and perimeter walls;

a series of sections of merchandise display walls arranged in a continuous path within the perimeter walls, the continuous path of the sections of merchandise display walls extending from a first point proximate to the storefront and continuing substantially throughout the retail space and terminating at a second point proximate to the storefront, wherein at least some of the sections of the merchandise display walls are oriented generally parallel to the perimeter walls and at least some of the sections of the merchandise display walls are oriented non-parallel to the perimeter walls,

each of the sections of merchandise display walls configured to support different types of merchandise wall display fixtures for different types of merchandise including greeting cards and non-greeting card merchandise;

contiguous sections of merchandise display walls generally defining different zones within the retail space wherein each different zone is designated for display of greeting cards and merchandise which corresponds to the designation of a zone, and greeting cards and merchandise which corresponds to the designation of a zone displayed on the sections of merchandise display walls which define the zone; the different zones arranged in a series which follows the continuous path of the sections of merchandise display walls, whereby the continuous path of the sections of merchandise display walls goes through each of the different zones in the retail space and displays all of the greeting card and non-greeting card merchandise in each of the zones throughout the retail space.

38. The system for display and sales of merchandise including greeting cards and non-greeting card merchandise of claim 37 wherein some of the sections of the merchandise display walls are mounted to be movable with respect to other sections of the merchandise display walls and with respect to the perimeter walls.

39. The system for display and sales of merchandise including greeting cards and non-greeting card merchandise of claim 37 further comprising additional merchandise display fixtures located within zones and not attached to the merchandise display walls.

40. The system for display and sales of merchandise including greeting cards and non-greeting card merchandise of claim 37 wherein at least one of the merchandise display walls extends through the storefront.

41. The system for display and sales of merchandise including greeting cards and non-greeting card merchandise of claim 37 wherein the merchandise display walls further comprise a fabric structure which fits with the merchandise wall display fixtures, wherein designations for the different zones are selected from the group of: birthday, baby, wedding, anniversary, congratulations, graduation, sympathy, friendship, women, men, boys, girls, grandparents, holiday, faith and miscellaneous.