WO2008057436A2

WO2008057436A2 - Panoramic product display assembly

Info

Publication number: WO2008057436A2
Application number: PCT/US2007/023175
Authority: WO
Inventors: Randall James Kleinsmith
Original assignee: The Procter & Gamble Company
Priority date: 2006-11-03
Filing date: 2007-11-02
Publication date: 2008-05-15
Also published as: US20080105593A1; US20110139653A1; CA2668601A1; MX2009004573A; WO2008057436A3

Abstract

A product display assembly comprising a product display assembly comprising a supporting medium having a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space, a plurality of product packages arranged on the supporting medium further comprising a maximum height boundary of the shipping and display space, wherein the plurality of product packages further comprise a length boundary and a width boundary, wherein one or more outward facing sides the product packages comprises substantially similar consumer indicia to the consumer indicia on one or more outward facing sides of different product packages, wherein no negative sides are outward-facing, and wherein one or more product packages are outward facing to any direction in the x-y plane.

Description

PANORAMIC PRODUCT DISPLAY ASSEMBLY

FIELD OF THE INVENTION This invention relates generally to pallet display assemblies and also to a method of displaying pallet display assemblies.

BACKGROUND OF THE INVENTION In-store displays are effective marketing tools for product manufacturers and retailers. When customers see a product display that prominently shows a product logo or trademark, the customer may be more likely to purchase the product based on customer loyalty, positive consumer perception of that product, or increased consumer interest due to the prominence of the display itself. To take advantage of this, product manufacturers and retailers design product packages to provide the customer with a positive visual first impression of the product - that is, while the product is still on display at the retail location. Consequently, product display assemblies generate product sales and revenue.

One feature that prior art product display assemblies share is that there is a vast amount of "white space" that faces towards consumers. The white space tends not to convey any positive marketing or product statements to the consumer and thus, fails to take full advantage of an opportunity to speak to consumers while in the retail space. It is especially the case that one side of a product display assembly will be such that virtually no positive marketing or product statements, and merely contains regulatory or technical product information. It is often the case that this side of the product display assembly must be arranged such that this side is backed against a wall or another product display assembly in order to camouflage the unattractiveness of this side. This being the case, the possible areas in which a product display assembly can be setup in a retail location are dramatically limited.

Because product display assemblies impact product revenue, manufacturers and retailers have a vested interest in displaying product packages in the most effective way possible. That being said, presenting and maintaining effective displays may provide obstacles for a retailer. For instance, ensuring product display assemblies are properly set-up in a retail location increases costs because personnel are required to set up the displays. In addition, in many of the larger retail or "club" locations, products are loaded directly onto a pallet and not onto a shelf or dedicated display unit, or against a wall. In fact, club locations often place fully loaded pallets (as they have been arranged from the manufacturer) into open aisle areas throughout the store. As a result, it is possible that the side of packaging that does not contain (or contains minimal) positive marketing or product statements will be exposed to the consumers as they navigate the retail space. Consequently, the retailer and producer have not given the consumer the best possible first-impression of a product as possible.

Thus, there exists the need for a system and method of effectively displaying product packages such that the maximum possible positive visual first impression is provided to the consumer no matter what side or angle the consumer approaches a product display assembly from.

SUMMARY OF THE INVENTION

In one embodiment of the invention, a product display assembly is provided. The product display assembly comprises : a supporting medium comprising a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space; a plurality of product packages arranged on the supporting medium further comprising a maximum height boundary of the shipping and display space; wherein the plurality of product packages further comprise a length boundary and a width boundary; wherein the outward facing sides of the product packages comprise substantially related consumer indicia; wherein no negative sides are outward-facing; and wherein one or more product packages are outward facing to any direction in the x-y plane.

In another embodiment of the present invention, a method of displaying a plurality of product packages comprising: providing a pallet comprising a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space; loading onto the pallet a plurality of product packages arranged on the supporting medium further comprising a maximum height boundary of the shipping and display space; wherein the plurality of product packages further comprise a length boundary and a width boundary; wherein the outward facing sides the product packages comprise substantially related consumer indicia; wherein no negative sides are outward-facing; wherein one or more product packages are outward facing to any direction in the x-y plane wherein the product packages comprise disposable paper products; and delivering the loaded pallet to a retail location to display the product packages. In a different embodiment of the present invention, a product display assembly is provided. The product display assembly comprises: a pallet comprising a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space; a plurality of product packages arranged on the supporting medium further comprising a maximum height boundary of the shipping and display space; wherein the plurality of product packages further comprise a length boundary and a width boundary; wherein the outward facing sides the product packages comprise substantially related consumer indicia; wherein one or more product packages are outward facing to any direction in the x-y plane; and wherein one or more product packages on the product display assembly is removed such that the outward facing sides of the remaining product packages on the product display assembly create a hangman effect. BRIEF DESCRIPTION OF THE DRAWINGS

The following detailed description of specific embodiments of the present invention can be best understood when read in conjunction with the following drawings, where like structures are indicated with like reference numerals and in which: Fig. 1 is a schematic view of a product display assembly according to one or more embodiments of the present invention.

Fig. 2(A) is a schematic view of a single product package of one embodiment of the present invention.

Fig. 2(B) is a schematic view of a single product package of one embodiment of the present invention.

Fig. 2(C) is a schematic view of a single product package of one embodiment of the present invention.

Fig. 2(D) is a schematic view of a single product package of one embodiment of the present invention. Fig. 3 is a schematic view of a product display assembly according to one or more embodiments of the present invention.

DETAILED DESCRIPTION OF THE INVENTION As defined herein, the "shipping and display space" refers to the available volume of space to be occupied by product packages loading space for product packages 40 on a supporting medium 5 during shipping. The shipping and display space comprises a maximum length 10 boundary and a maximum width boundary 20 defined by the length and width dimensions of the supporting medium 5, and a maximum height boundary 30 defined by the total height of the product packages 40. As defined herein, the "negative side" refers to a side of a product package that has some characteristic that has one or more features that the retailer or manufacturer does not want consumers to see as part of their visual first impression of the product as it is arranged in a full pallet-display assembly in a retail location. Examples of such characteristics include, but are not limited to: seams, closures, adhesive, regulatory information, and mechanical fasteners. As defined herein, "consumer indicia" refers to any indicia that is associated with a particular product or product line. Consumer indicia includes, but is not limited to: brand logos, brand names, words, symbols, pictures, trademarks, graphics, text, product samples, advertising information, letters, messages, and combinations thereof.

As defined herein, "substantially related" refers to anything which, in the eyes of an ordinary observer, has the related points of distinction as something else or has points of distinction that form a larger indicia when combined with the points of distinction of something else. The points of distinction from one object may be different from the points of distinction from another object, but the points of distinction of the two objects may still be substantially related. A point of distinction is anything that an ordinary observer can perceive, either alone, or in concert with something else that creates a unique impression to that observer. As defined herein, "substantially similar" refers to anything which, in the eyes of an ordinary observer, has the same points of distinction as something else.

As defined herein, "outward-facing" refers to any exposed or uncovered face of a product package in the x-z or y-z plane, or an x-z or y-z plane that has been rotated about the x, y, or z axis. In other words, any face visible to the consumer to the consumer facing the product at any angle while the product is loaded in a product display assembly.

As defined herein, "product package" refers to the outer enclosure of a product that is to be sold to consumers. Individual products can come in different sizes, forms, package counts, etc. Nonlimiting examples of product packages include boxes with products inside, and shrinkwrapped products. As defined herein, "disposable paper product" refers to any formed, fibrous structure products, traditionally, but not necessarily, comprising cellulose fibers or synthetic fibers that can be used for a variety of tasks which include, but are not limited to: drying, cleaning, wiping, and combinations thereof. In one embodiment, the paper products of the present invention include tissue-towel paper products. The present invention relates to product display assemblies and methods of arranging packages on a supporting medium. In one embodiment of the invention, a product display assembly is provided. The product display assembly comprises a supporting medium defining a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space. The product display assembly further comprises a plurality of product packages arranged on the pallet and defining a maximum height boundary of the shipping and display space. The plurality of product packages are arranged on the supporting medium such that one or more outward-facing sides of one or more product packages displays one or more consumer indicia. The plurality of product packages further comprise a length boundary and a width boundary. In another embodiment, all outward-facing sides of one or more product packages displays one or more consumer indicia, hi yet another embodiment, all outward facing sides of all product packages displays one or more consumer indicia. In a different embodiment still, the supporting medium comprises a pallet. hi one embodiment, the method of displaying the product display assembly according to the present invention includes the steps of delivering the product display assembly and placing the product display assembly at a retail location for display. In another embodiment, the method of displaying the product display assembly according to the present invention includes the steps of covering the product display assembly with a shipping cover prior to the delivery step and removing the shipping cover after the delivery step, hi another embodiment, the product display assembly comprises product packages wherein the product packages further comprise disposable paper products. Disposable products such as paper towels, facial tissues, sanitary tissues, and the like, are made from one or more webs of tissue paper. If the products are to perform their intended tasks and to find wide acceptance, they, and the tissue paper webs from which they were made, must exhibit certain physical characteristics. Among the more important of these characteristics are strength, softness, and absorbency. Strength is the ability of a paper web to retain its physical integrity during use. Softness is a pleasing tactile sensation the user perceives as the paper is crumpled in their hand and is contacted to various portions of the anatomy. Absorbency is the characteristic of the paper web that facilitates the take up and retention of fluids, particularly water, aqueous solutions, and suspensions. Two important characteristics of a paper web include the absolute quantity of a fluid the given amount of paper will hold, but also the rate at which the paper web will absorb the fluid. When the paper web is formed into a device such as a towel or wipe, the ability of the paper web to cause a fluid to preferentially be taken up into the paper web and thereby leave a wiped surface dry is also important, hi certain embodiments of the present invention, the products that may be packaged on the pallet may include, but are not limited to, feminine care products, baby care products, and hygienic care products. Fig. 1 is a non-limiting example of a product display assembly of the present invention. A product display assembly comprises a supporting medium 5 wherein the supporting medium 5 defines a maximum length boundary 10 of a shipping and display space and a maximum width boundary 20 of the shipping and display space. The product display assembly 1 further comprises a plurality of product packages 40. The product packages 40 are arranged on the supporting medium 5 and define a maximum height boundary 30 of the shipping and display space. The plurality of product packages further comprises a length boundary 11 and a width boundary 21. One or more product packages are outward facing to any direction in the x-y plane. In some embodiments of the invention, the length boundary of the plurality of product packages 11 is selected from the group consisting of: larger than the maximum length boundary of the supporting medium 10, smaller than the maximum length boundary of the supporting medium 10, the same as the maximum length boundary of the supporting medium 10, and combinations thereof. In other embodiments of the invention, the width boundary of the plurality of product packages 21 is selected from the group consisting of: larger than the maximum width boundary of the supporting medium 20, smaller than the maximum width boundary of the supporting medium 20, the same as the maximum width boundary of the supporting medium 20, and combinations thereof. Consumer indicia 50 is displayed on the outward facing sides 70 of the product packages 40. The products associated with the product packages 40 may comprise any consumer product sold in a retail location, including, but not limited to, club stores, supermarkets, department stores, warehouses, discount outlets, convenience stores, etc.

The product display assembly 1 may be placed at various locations inside the above store locations. For example, the product display assembly 1 may be placed on its own, near a checkout location, in the center of an aisle, on the end of an aisle, or any other suitable store location to one of ordinary skill in the art. In a further exemplary embodiment, the product display assembly 1 may also be placed on the outside of a retail location, for example, near the entrance and/or exit doors or in the parking lot of the retail location. Figs. 2(A)-(D) are nonlimiting examples of individual product packages 40 in accordance with the present invention. A product package 40 has six or more distinct sides 42, 44, 46, 47, 48, and 49 that may be outward-facing 70. One or more sides has one or more characteristics that results from preparing the package for retail sale. This side 46 is referred to as the "negative side." Further, the package has a bottom side 47 which is parallel with the x-y plane and a top side 49, also parallel with the x-y plane. Consumers will typically view the product from the x-z or y-z planes, or an x-z or y-z plane that has been rotated about the x, y, or z axis. In other embodiments, the bottom side 47 and top side 49 are not parallel to the x-y plane. Although Figs. 1, 2(A)-(D), and 3 depict the product packages 40 as rectangular boxes, numerous other shapes and configurations known to one skilled in the art are possible. In a particular embodiment, the negative side 46 of a product package does not face outward towards the consumers when a plurality of product packages 40 are arranged on a supporting medium 5.

Fig. 3 is a non-limiting example of a product display assembly of the present invention. A product display assembly comprises a supporting medium 5 wherein the supporting medium 5 defines a maximum length boundary 10 of a shipping and display space and a maximum width boundary 20 of the shipping and display space. The product display assembly 1 further comprises a plurality of product packages 40. The product packages 40 are arranged on the supporting medium 5 and define a maximum height boundary 30 of the shipping and display space. The plurality of product packages further comprise a length boundary 11 and a width boundary 21. In some embodiments of the invention, the length boundary of the plurality of product packages 11 is selected from the group consisting of: larger than the maximum length boundary of the supporting medium 10, smaller than the maximum length boundary of the supporting medium 10, the same as the maximum length boundary of the supporting medium 10, and combinations thereof. In other embodiments of the invention, the width boundary of the plurality of product packages 21 is selected from the group consisting of: larger than the maximum width boundary of the supporting medium 20, smaller than the maximum width boundary of the supporting medium 20, the same as the maximum width boundary of the supporting medium 20, and combinations thereof. Consumer indicia 50 is displayed on the outward facing sides 70 of the product packages 40. One or more product packages have been removed 41 from the product display assembly 1 such that the outward facing sides of the remaining product packages 40 create an incomplete consumer indicia. Without wishing to be bound by theory, it is believed that an incomplete consumer indicia that results from one or more product packages 40 being removed from a product display assembly 1 creates a "hangman effect" that will intrigue a consumer who views the product display assembly 1. The hangman effect is intended to, but not limited to, cause an observer to recognize the intended effect of a complete product display assembly despite one or more packages being removed. In a different embodiment, one or more consumer indicia is printed on one or more sides of the product package. A consumer indicia can occupy any percentage of the side of the product package that it is displayed on. In one embodiment one or more consumer indicia occupies from about 5% to about 95% of one or more sides of a product package. In another embodiment, one or more consumer indicia occupies from about 25% to about 75% of one or more sides of a product package. In yet another embodiment, one or more consumer indicia occupies from about 35% to about 65% of one or more sides of a product package. In still another embodiment, the consumer indicia occupying the aforementioned percentages of the product package is the logo associated with that product.

In one embodiment, one or more consumer indicia on the outward-facing side of one product package is substantially related or is substantially similar to the consumer indicia on the outward-facing side of one or more other product packages. In another embodiment, the consumer indicia on all the outward-facing sides of the product packages are substantially related or are substantially similar. In an embodiment wherein the consumer indicia of all the outward facing sides of the product packages are substantially related, the outward facing consumer indicia are such that the consumer indicia on the multiple product packages form a larger consumer indicia. In another embodiment, a single consumer indicia can occupy more than one side of the product package.

When displaying the product display assembly, it is desirable to display as many product indicia to the consumer as possible. In one embodiment, the product display assembly comprises a supporting medium comprising a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space, a plurality of product packages arranged on the supporting medium further comprising a maximum height boundary of the shipping and display space, wherein the outward facing sides of the product packages comprise substantially related consumer indicia; and wherein no negative sides are outward- facing. In another embodiment, the top side displays consumer indicia. In still another embodiment, the bottom side displays consumer indicia.

In one embodiment of the invention, at least one product package measures from about 10" (0.254 m) to about 20" (0.508 m) in length. In another embodiment of the invention, at least one product package measures from about 14" (0.3556 m) to about 18" (0.4572 m) in length. In one embodiment of the invention, at least one product package measures from about 6" (0.1524 m) to about 14" (0.3556 m) in width. In another embodiment of the invention, at least one product package measures from about 8" (0.2032 m) to about 12" (0.3048 m) in width. In one embodiment, at least one product package measures from about 12" (0.3048 m) to about 40" (0.4572 m) in height. In another embodiment, at least one product package measures from about 20" (0.508 m) to about 30" (0.762) in height. In one embodiment, at least one product package measures about 17" (0.4318 m) wide, about 11.25" (0.28575 m) long, and about 22" (0.5588 m) high.

In an embodiment of the invention, the product packages are loaded vertically, from about one to about six high on a supporting medium. In another embodiment of the invention, the product packages are loaded from about two to about four high on a supporting medium. In another embodiment of the invention, the product packages are loaded from about one to about six wide on a supporting medium. In another embodiment of the invention, the product packages are loaded from about two to about four wide on a supporting medium. In yet another embodiment of the invention, the product packages are loaded from about one to about ten deep on a supporting medium. In another embodiment of the invention, the product packages are loaded from about three to about seven deep on a supporting medium. In one embodiment the packages are loaded from about 2 to about 4 wide, from about 2 to about 4 deep, and from about 2 to about 4 high on the supporting medium.

In one embodiment of the invention, the supporting medium is from about 25" (0.635 m) to about 65" (1.651 m) wide, hi another embodiment of the invention, the supporting medium is from about 30" (0.762 m) to about 60" (1.524 m) wide. In yet another embodiment of the invention, the supporting medium is from about 40" (1.016 m) to about 50" (1.27 m) wide. In one embodiment of the invention, the supporting medium is from about 20" (0.508 m) to about 60" (1.524 m) deep. In another embodiment of the invention, the supporting medium is from about 25" (0.635 m) to about 55" (1.397 m) deep, hi yet another embodiment of the invention, the supporting medium is from about 30" (0.762 m) to about 45" (1.143 m) deep, hi one embodiment, the supporting medium measures about 48" wide and about deep. hi another embodiment of the invention, product packages in a product display assembly may be selected from the group consisting of: product packages of different sizes, product packages containing different products, product packages having different counts of the same product, product packages having different product sizes, and combinations thereof, hi still another embodiment, product packages in a product display assembly are the same dimensions. Because the product display assembly 1 is shipped in a "ready to display" configuration, the product display assembly 1 requires no additional setup in displaying the product indicia 50 upon delivery to a store location. Consequently, the "ready to display" product display assembly

1 reduces setup costs and ensures that the product packages 40 on the product display assembly 1 are arranged as desired by the retailer and/or manufacturer.

It is noted that terms like "specifically," "preferably," "typically", "generally", and "often" are not utilized herein to limit the scope of the claimed invention or to imply that certain features are critical, essential, or even important to the structure or function of the claimed invention. Rather, these terms are merely intended to highlight alternative or additional features that may or may not be utilized in a particular embodiment of the present invention. It is also noted that terms like "substantially" and "about" are utilized herein to represent the inherent degree of uncertainty that may be attributed to any quantitative comparison, value, measurement, or other representation.

The dimensions and values disclosed herein are not to be understood as being strictly limited to the exact numerical values recited. Instead, unless otherwise specified, each such dimension is intended to mean both the recited value and a functionally equivalent range surrounding that value. For example, a dimension disclosed as "40 mm" is intended to mean "about 40 mm".

All documents cited in the Detailed Description of the Invention are, in relevant part, incorporated herein by reference; the citation of any document is not to be construed as an admission that it is prior art with respect to the present invention. To the extent that any meaning or definition of a term in this written document conflicts with any meaning or definition of the term in a document incorporated by reference, the meaning or definition assigned to the term in this written document shall govern. While particular embodiments of the present invention have been illustrated and described, it would be obvious to those skilled in the art that various other changes and modifications can be made without departing from the spirit and scope of the invention. It is therefore intended to cover in the appended claims all such changes and modifications that are within the scope of this invention.

Claims

CLAIMSWhat is claimed is:

1. A product display assembly comprising: a supporting medium comprising a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space; a plurality of product packages arranged on the supporting medium further comprising a maximum height boundary of the shipping and display space; wherein the plurality of product packages further comprise a length boundary and a width boundary; wherein the outward facing sides of the product packages comprise substantially related consumer indicia; wherein no negative sides are outward-facing; and wherein one or more product packages are outward facing to any direction in the x-y plane.

2. The product display assembly of Claim 1 wherein the length and width boundaries of the plurality of product packages is selected from the group consisting of: larger than the maximum length boundary of the supporting medium, smaller than the maximum length boundary of the supporting medium, the same as the maximum length boundary of the supporting medium, and combinations thereof.

3. The product display assembly of any one of the preceding claims wherein the supporting medium comprises a pallet and wherein the product packages are shrinkwrapped products.

4. The product display assembly of any one of the preceding claims wherein the product packages further comprise a top side, wherein the top sides of the product packages comprise substantially related consumer indicia and wherein a single consumer indicia can occupy more than one side of the product package.

5. The product display assembly of Claim 1 wherein at least one product package measures from 10" (0.254 m) to 20" (0.508 m) in length, from 6" (0.1524 m) to 14" (0.3556 m) in width, and from 20" (0.508 m) to 30" (0.762 m) in height, in another embodiment, at least one product package measures 17" (0.4318 m) in length, 11.25" (0.28575 m) in width, and 22" (0.5588 m) in height.

6. The product display assembly of Claim 1 wherein the product packages are loaded from about 1 to about 6 product packages wide, from about 1 to about 10 product packages deep, and from about 1 to about 6 product packages high on the supporting medium.

7. The product display assembly of Claim 1 wherein the product packages are the same dimensions.

8. The product display assembly of Claim 1 wherein the outward facing consumer indicia is the product brand logo, and occupies from 5% to 95% of a product package, in another embodiment, the consumer indicia occupies from 25% to 75% of a product package, in another embodiment, the consumer indicia occupies from 35% to 65% of a product package.

9. A product display assembly comprising: a pallet comprising a maximum length boundary of a shipping and display space and a maximum width boundary of the shipping and display space; a plurality of product packages arranged on the supporting medium further comprising a maximum height boundary of the shipping and display space; wherein the plurality of product packages further comprise a length boundary and a width boundary; wherein the outward facing sides the product packages comprise substantially related consumer indicia; wherein one or more product packages are outward facing to any direction in the x-y plane; and wherein one or more product packages on the product display assembly is removed such that the outward facing sides of the remaining product packages on the product display assembly create a hangman effect.

10. The product display assembly of any of the preceding claims wherein the product packages comprise disposable paper products.