Merchandise display system

Abstract

A merchandise display system for use in promoting retail consumer products, such as baking goods, includes a supporting element and individual product receptacles which are designed to effectively display the retail products. Each of the individual product receptacles, are removable from the main display and printed with indicia that is related to the particular consumer product or promotion being offered. An incentive or promotional product that has been selected and packaged based on a particular theme or message, such as a holiday or sporting event, is provided in conjunction with the retail product to stimulate sales of the retail product during periods where such retail products are not normally purchased.

Description

BACKGROUND OF THE INVENTION

[0001] 1. Field of the Invention

[0002] The present invention relates to a system for displaying baking products in order to stimulate sales during normally stagnant periods. More particularly, the present invention is directed to a display system, which includes not only the principal items to be displayed and sold but also incentive products that are packaged with a particular theme and presented in such a manner as to compliment the consumer goods which are the focus of the merchandising display.

[0003] 2. Background

[0004] Sales of baking products are typically cyclic, that is baking product sales are higher during certain periods of the year or during special times such as holidays than at other times of the year. For example, the summer months are typically not significant seasons for baking product sales. In addition, not all holidays or special occasions cause potential purchasers to remember to buy baking products, for instance Memorial Day or the Labor Day holidays, which while significant holidays for most Americans, are typically not peak purchase periods for baking goods. As used herein, baking products refers to cake mixes, brownies and cookie mixes, snack cakes and other desert, snack or cooking mixes which require the consumer to add ingredients such as water, eggs, milk, sugar, etc. and provide at least one additional processing step such as mixing, cooking or the like.

[0005] The rise of warehouse clubs, superstores, outlets, discounters and bulk distribution centers while creating additional avenues for product sales, such superstores or bulk centers have also contributed to the relatively static, mundane and unassuming display of products. These displays consist merely of large collections of products placed on a pallet or shelf which are then sandwiched in between often giant collections of similar and competitive consumer goods. This causes a particular product to become lost or unnoticeable as the consumer is distracted by the myriad of selections that are available.

[0006] In more conventional grocery stores, shelf space is only obtainable at a premium, as there is only a limited amount. As such, retailers or grocers are often hesitant to introduce a large product display unless it can deliver results to the grocer.

[0007] A number of prior systems have been tried to more creatively display products, however many of these displays are unacceptable to the retailer, as the retailer is often required to utilize its employees to remove the product from the shipping or packing cartons and stack the product in the display. Where the product manufacturer or assigned delivery coordinator does the unpacking and stacking, this delays the delivery person from making additional stops to distribute product to more locations. Moreover, the time the individual takes in stocking the display, this blocks aisle traffic and prevents consumers from making purchases. In addition, such displays are often static or fixed and as such if a product is introduced during a particular holiday, the product will appear dated and unusable once the holiday period is over, causing the manufacturer and retailer to reduce the cost of the product, redistribute it to discounters or as a course of last resort simply dispose of the product in order to remove it from retail shelves.

[0008] Another problem encountered with traditional merchandising displays is that during the unpacking, the outer casing or covering must be removed. Some cartons or packages come with tear or zip strips, a series of predefined perforated areas that are supposed to make removal of the casing easier. However, these perforations may not cut completely through the package resulting in the carton not opening completely or at all forcing the retailer to rely on more traditional means to open packages, such as with a carton cutter or knife. Use of a knife, carton cutter or razor blade to open packages has lead to products being cut during the opening, which detracts and even destroys the attractiveness or acceptability of a product for sale to consumers.

[0009] Other merchandising displays have also been developed in an effort to increase product sales. These displays may have different sized compartments or shelves in which either products of different sizes, i.e. 8 ounce and 16 ounce products may be displayed, or in which complimentary products could be displayed, such as with potato chips and chip dip. In the former, if the customer's only choice is carton size, the customer may still not be provided with enough incentive to make the purchase and in the latter example, a consumer may only purchase the potato chips or the chip dip but not both, thereby defeating the purpose of the display. While these type of display units are innovative in their approach, they still suffer from a number of drawbacks. If the product is stocked as part of a promotional offering, and the product does not sell out during such period, then the retailer is forced to physically remove the product from the shelf and potentially dispose of the display unit itself. This can be a costly and time-consuming exercise.

[0010] Another problem that prior art devices suffer from is that the cases or containers which support the goods to be sold are non-descript or plain. This detracts from the overall appearance and commercial impression of the product. With millions of dollars going into creating a particular look and feel of a product package concealing or covering the package up only serves to lessen the value of the investment, as the outer covering or packaging in which the products are shipped hide the products from view in the display.

[0011] One such prior art system that uses multiple sized shelves or storage areas is illustrated in U.S. Design Pat. No. 256,199. This system, while depicting an aesthetically appealing set-up still suffers from many of the problems enumerated above, such as stocking, restocking and the display becoming stale or stagnant over time.

[0012] U.S. Pat. No. 4,448,303 depicts another type of merchandising display in which a series of products are disposed in a preconfigured, slotted arrangement allowing the consumer to pull individual product from the display. However, this merchandising display suffers from the problem that after a number of product units have been withdrawn from the display, the remaining products looked “picked over” possibly discouraging the consumer from selecting other products in the display thereby permitting the product to go stale and become outdated before being purchased.

[0013] U.S. Pat. No. 2,263,524 represents a still further merchandising system in which the particular display is provided with indicia related to the product intending to be sold. However, the indicia and display are integral with one another and cannot be changed in the event the manufacturer or retailer wishes to combine the product with other products endeavor to drive sales of the particular product.

[0014] U.S. Pat. No. 4,705,162 is a shipping package that is used in connection with bulk distribution centers and consists of outer packaging which is removed upon receipt and a number of smaller display cartons which are then positioned in the warehouse store. However, this system contributes to the problem identified above, that of having row after row of seemingly indifferent displays of products creating anonymity for the very product that is intended to be sold. Moreover, due to the bulk nature of the product, that is thereby a significant volume of the product in the shipment, a large percentage of the product may expire or become outdated long before the product is ever sold. In addition, as the product is distributed on pallets, when the amount of product is withdrawn from the front of the pallet, the consumer must often times climb onto the pallet to reach product which is further back.

[0015] Therefore, what is needed is a system for displaying consumer or retail products, such as baking products, in a manner which triggers additional purchases of the products so as to increase sales of baking products during traditionally slow periods in the calendar year. In addition, the merchandising display system should be one that minimizes requirements by the retailer, such as the possible set up of the display and damage to the product during installation and unpacking. The display system should also be one that is readily manageable during transport and one that can be easily reconfigured to accommodate different promotions, calendar events, provide greater access to the products, fit within the available retail space and be easy and quick to assemble.

[0016] Accordingly, one aspect of the invention is to provide a merchandising display system that stimulates the sale of baking products by providing the consumer with an incentive or promotional product having a certain theme to remind the consumer that it is a good time to use baking products.

[0017] Another aspect of the invention is to provide a merchandising display system in which the products are contained on removable panels, trays or containers so that the display can be reconfigured and customized to make the display more aesthetically appealing to the consumer and retailer.

[0018] One preferred embodiment of the present invention relates to a merchandising display system for displaying consumer products having a substantially rigid platform with first and second surfaces and first through fourth end edges. The first surface has a relatively planar area that is sized and configured to receive at least two different types of products.

[0019] At least first and second product support panels are provided and one of which is sized and configured to fit within the planar area of the first surface of the rigid platform. At least one retail product having a size less than the planar area of the first surface of the rigid platform and being displayed in a manner to occupy at least half of the first surface of the rigid platform. The retail product is sized and configured to fit within one of the first and second product support panels.

[0020] A promotional product is supplied in combination with the retail product and the product support panel but provided separate and distinct from the retail product on the first surface of the rigid platform. The promotional product is presented with a theme to reflect a particular period in which the merchandising display is presented.

[0021] A further embodiment of the invention relates to a system for promoting sales of units of retail consumer product and includes a substantially rigid element sized and configured to support at least one unit of retail consumer product. The substantially rigid element having first through fourth end edges and first and second surfaces.

[0022] At least one consumer product holding container is provided and is designed to display the unit of retail consumer product in an aesthetically pleasing manner. The product holding container is sized and configured to fit on one of the first and second surfaces of the substantially rigid element. In addition, the product holding container is printed with indicia related to the unit of retail consumer product.

[0023] At least one unit of consumer incentive product having a particular theme, is provided in combination with the unit of retail consumer product. The unit of consumer incentive product is arranged in proximate relation to but distinct from the unit of retail consumer product.

[0024] The unit of retail consumer product being provided in substantially greater volume than the unit of consumer incentive product and the unit of consumer incentive product being provided in a predetermined ratio to the unit of retail consumer product.

[0025] The combination of the unit of consumer incentive product and the unit of consumer retail product along with the holding container promotes sales of the unit of retail consumer product.

[0026] A still further embodiment of the present invention includes a modular system for promoting sales of units of retail consumer products and provides at least a first unit of retail consumer product and at least a first unit of consumer promotional product.

[0027] At least first and second receiving trays are included in the system, with one of the first and second receiving trays sized and configured to receive the unit of retail consumer product and the second of the first and second receiving trays sized and configured to receive the unit of promotional consumer product.

[0028] A rigid supporting element sized and configured to receive at least one of each of the first and second receiving trays and each of the first and second receiving trays being moveable into and out of operative association with the rigid supporting element.

[0029] The first receiving tray has a dimension that is distinct from said second receiving tray such that the first and second receiving trays may receive units of retail consumer products and consumer incentive products having at least one different dimension, such that the first and second receiving trays can be arranged in a non-static configuration.

SUMMARY OF THE INVENTION

[0030] The invention described in this application pertains to a merchandise display system for use in promoting retail consumer products, such as baking goods. The display system includes a supporting element or base upon which to stack the product receptacles. Individual product receptacles are provided and are designed to effectively display the retail products and to allow the retailer or wholesaler to customize a particular display in an effort to more readily fit the area into which the products are being placed. As such, the invention requires that each of the individual product receptacles, are removable from the main display in effect creating a modular display. Most if not all of the trays or receptacles are printed with indicia that is related to the particular consumer product or promotion being offered. This creates a more aesthetically appealing display than those that are provided in plain packaging or cartons. To compliment the consumer product being offered, an incentive or promotional product that has been selected and packaged based on a particular theme or message, such as a holiday or sporting event, is provided in conjunction with the retail product to stimulate sales of the retail product during periods where such retail products are not normally purchased.

BRIEF DESCRIPTION OF THE DRAWINGS

[0031] FIG. 1 is a front perspective of the merchandising display system made in accordance with the present invention;

[0032] FIG. 2 is a front perspective of one of the product holding receptacles made in accordance with the present invention;

[0033] FIG. 3 is a front perspective of another of the product holding receptacles made in accordance with the present invention;

[0034] FIG. 4 is a front perspective of a sample of incentive product provided in connection with the present invention;

[0035] FIG. 5 is a front perspective of the merchandising display system showing a different product configuration and made in accordance with the present invention;

[0036] FIG. 6 is a front perspective of the rigid supporting platform used in accordance with the present invention; and

[0037] FIG. 6A is a back perspective of the rigid supporting platform used in accordance with the present invention.

DETAILED DESCRIPTION OF THE DRAWINGS

[0038] A merchandising display system according to the present invention is shown generally by reference numeral 10 in FIGS. 1 and 5. The merchandising display system 10 comprises a substantially rigid platform 12 having first 14 and second surface 16, illustrated in FIGS. 6 and 6A, and first through fourth end edges18, 20, 22 and 24, shown in FIG. 6 and 6A. The first surface 14 of the rigid supporting element 12 is substantially planar and sized and configured to accept product support panels, trays, containers or receptacles 26 and 40 shown in FIGS. 2 and 3. The second surface 16 of the rigid supporting surface 16, show in FIG. 6A is connected to the first surface 14 through each of the end edges 18, 20, 22 and 24. The second surface 16 may be provided with lift assist elements 17 and 17′ shown in FIG. 6A as parallel channels extending the length of the platform 12. In addition to parallel channels which are often used with fork lifts or hand trucks, wheels or handles (not shown) may be provided to enable the platform to be moved easily without any auxiliary equipment.

[0039] Product support panels 26 and 40 are shown in FIGS. 2 and 3 but may also be product receiving trays, product containers or receptacles, each of which are sized and configured to hold either retail or consumer products or units 11, 11′ or incentive or promotional products or units 13 as seen in FIGS. 1 and 5. Consumer products in FIG. 1 could be baking products, such as cake and brownie mixes, pancake and waffle mixes, frosting, muffin and biscuit mixes and the like. In FIG. 1 for the purposes of illustration 11 refers to a cake mix and 11′ shows a frosting container to be used in connection with the cake mix. Of course cake mixes can be used to make cupcakes and other products. Each of the panels or containers 26 and 40 is removable from the first surface 14 of the support 12 to create a modular system that can be rearranged or configured to meet the needs of the retailer or emphasize the marketing program for the display 10.

[0040] Where receiving trays or containers are used for the product support panels 26 and 40, each of the trays or containers are provided with end walls or edges 28, 28′, 30, 30′, 32, 32′ and 34, 34′ which extend generally perpendicularly from the supporting base 36 and 36′. One or more of the walls may be printed with indicia 38 that is related to the consumer or retail product or unit 11, 11′ that is the principal part of the display 10. The indicia 38 may include reference to the brand, the type of retail or consumer product 11, 11′ that is within the container or tray 26 or 40. The indicia 38′ may be related to the promotional or incentive product or unit 13 or may compliment the consumer or retail product or unit 11 or 11′. The walls of the trays or containers should be of sufficient height and thickness to support and hold the product within the area of the base 36 or 36′. Each of the containers or trays 26 and 40 may be made of paperboard, cardboard, plastic or other suitable material, which will support the products 11, 11′ and 13 that are being inserted within the containers or trays 26 and 40.

[0041] The first tray or container 26 shown in FIG. 2 has different dimensions and volume than that of the tray or container 40 shown in FIG. 3. The different dimensions accommodate different sized products. Each of the containers or trays 26 or 40 are sized and configured so that they will fit on the surface 14 of the rigid supporting platform 12. The tray or container of FIG. 3 is sized and configured to accommodate promotional or incentive items 13, a sample of which is shown in FIG. 4. The promotional or incentive items 13 are usually of a different shape than the retail or consumer products 11 or 11′. This difference aids in distinguishing the promotional or incentive product 13 from the rest of the display 10 or vice versa, the retail or consumer products 11 and 11′ from the promotional or incentive product 13. This difference also makes for a more aesthetically pleasing display 10.

[0042] As the retail or consumer product 11 or 11′ is the principal focus of the merchandising display system 10, the retail or consumer product 11 or 11′ is provided in a quantity that is greater than the incentive or promotional product 13 so that the retail or consumer product occupies at least half of the surface 14 of the rigid supporting platform 12.

[0043] Turning now to FIG. 4 that illustrates a promotional or incentive product 13 that is complimentary to retail or consumer product 11 or 11′. The FIG. 4 incentive or promotional product 13 is intended to be theme oriented. As used herein, theme oriented relates to a particular holiday, calendar period sporting event, calendar season, personal event (such as birthdays, anniversaries, graduations) or the like. For the purposes of illustrating the invention, the incentive product 13 is imprinted with holiday indicia 42. This particular incentive product 13 includes several separate elements including a frosting or icing container 44, colored candy sprinkles 46 and cupcake holders 48. All of these elements are contained in a protective casing 50 that serves not only to hold the elements 44, 46 and 48 in place but also to protect each of the elements from tampering or loss during shipping and handling. These individual elements compliment the cake mix which it is being sold with and encourages the consumer to make cupcakes during the particular holiday or calendar period, such as for a back to school event, scout meetings or other extra curricular events. In addition to candy sprinkles or decorations, a promotional or incentive offering may include cookie cutters, or even free food such as a free brownie mix when two cake mixes are bought or a free frosting container to cover the particular baked goods.

[0044] The incentive or promotional product 13 may not be food additives or decorations as illustrated in the current example of FIG. 4. Other incentives or promotional products could include footballs during the college bowl season or professional playoffs, baseballs for the World Series and other sporting goods to coincide with particular events, such as commemorative pins for the Olympic games. In addition offerings could include music CDs, toy cars for races, storage bags or containers to store the extra cupcakes or brownies.

[0045] In addition to providing the incentives or promotional offerings 13, a particular ratio of promotional products to consumer or retail goods 11, 11′ is derived and part of the overall presentation of the merchandising display 10. This ratio of consumer products 11 to promotional products 13 may be 1:1, 1:2, 1:3, 1:4 or any other combination, depending upon the value of the promotional offering 13 to the value of the consumer or retail product 11, 11′. For instance a consumer may need to purchase three boxes of brownie mix to get a free storage container, or two boxes of cake mix to get a free cupcake kit as is illustrated in FIG. 4.

[0046] Where multiple consumer or retail products or units 11 and 11′ are provided as illustrated in FIG. 1, the ratio of products 11 and 11′ will be adjusted to the incentive or promotional products or units 13. For example, two boxes of cake mix and one frosting container must be purchased to get one free promotional product or 2:1:1. Of course other possible ratios are available, such as 1:1:1 or 2:2:1 depending again on the relative value of the products or units when compared to one another.

[0047] FIG. 5 is provided to illustrate that the product or container trays 26 and 40 are removable from the rigid platform 12 and can be stacked in any manner to make the merchandising display 10 more aesthetically appealing.

[0048] It will thus be seen according to the present invention a highly advantageous merchandise display have been provided. While the invention has been herein shown and described in what is presently conceived to be the most practical and preferred embodiment thereof, it will be apparent to those of ordinary skill in the art that many modifications may be made thereof within the scope of the invention, which scope is to be accorded the broadest interpretation of the appended claims so as to encompass all equivalent structures and products.

Claims

1. A merchandising display system for displaying consumer products comprising:

a substantially rigid platform having first and second surfaces and first through fourth end edges, said first surface having a relatively planar area sized and configured to receive at least two different types of products;

at least first and second product support panels at least one of which is sized and configured to fit within said planar area of said first surface;

at least one retail product having a size less than said planar area of said first surface of said rigid platform and being displayed in a manner to occupy at least half of said first surface of said rigid platform;

said retail product being sized and configured to fit within one of said first and second product support panels; and

wherein at least one promotional product is supplied in combination with said retail product and said product support panel but provided separate and distinct from said retail product on said first surface of said rigid platform and said promotional product is presented with a theme to reflect a particular period in which the merchandising display is presented.

2. A merchandising display system recited in claim 1 wherein there are at least two retail products are provided for use in connection with the merchandising display system.

3. A merchandising display system as recited in claim 2 wherein said retail products are baking products.

4. A merchandising display system as recited in claim 3 wherein said baking products include at least one decorating product.

5. A merchandising display system as recited in claim 1 wherein said first through fourth end edges provide a space between said first and second surfaces.

6. A merchandising display system as recited in claim 1 wherein said first and second product support panels each have at least first and second end edges and first and second side edges.

7. A merchandising display system as recited in claim 6 wherein each of said first and second end edges and said first and second side edges are walls extending substantially perpendicularly from each of said end and side edges.

8. A merchandising display system as recited in claim 6 wherein each of said first and second product support panels is removable from said rigid platform.

9. A merchandising display system as recited in claim 1 wherein at least one of said first and second product support panels is provided with printed indicia substantially related to said retail product.

10. A merchandising display system as recited in claim 7 wherein at least one of said walls is provided with printed indicia related to said retail product.

11. A system for promoting sales of units of retail consumer products comprising:

a substantially rigid element sized and configured to support at least one unit of retail consumer product, said substantially rigid element having first through fourth end edges and first and second surfaces;

at least one consumer product holding container designed to display said unit of retail consumer product in an aesthetically pleasing manner, said product holding container sized and configured to fit on one of said first and second surfaces of said substantially rigid element, and said product holding container being printed with indicia related to said unit of retail consumer product;

at least one unit of consumer incentive product having a particular theme, provided in combination with said unit of retail consumer product, said unit of consumer incentive product arranged in proximate relation to but distinct from said unit of retail consumer product;

said unit of retail consumer product being provided in substantially greater volume than said unit of consumer incentive product and said unit of consumer incentive product being provided in a predetermined ratio to said unit of retail consumer product;

wherein said combination of said unit of consumer incentive product and said unit of consumer retail product along with said at least one holding container promotes sales of said unit of retail consumer product.

12. A system for promoting sales of units of retail consumer products as recited in claim 11 wherein said unit of retail consumer product comprises more than half of said one of said first and second surface areas of said rigid element.

13. A system for promoting sales of units of retail consumer products as recited in claim 11 wherein said ratio of said unit of consumer incentive product to said unit of consumer retail product is approximately 1:2.

14. A system for promoting sales of units of retail consumer products as recited in claim 11 wherein said ratio of said unit of consumer incentive product to said unit of consumer retail product is approximately 1:1.

15. A system for promoting sales of units of retail consumer products as recited in claim 11 wherein said ratio of said unit of consumer incentive product to said unit of consumer retail product is approximately 1:3.

16. A system for promoting sales of units of retail consumer products as recited in claim 11 wherein said ratio of said unit of consumer incentive product to said unit of consumer retail product is approximately 1:4.

17. A modular system for promoting sales of units of retail consumer products comprising;

at least a first unit of retail consumer product;

at least a first unit of consumer promotional product;

at least first and second receiving trays, one of said first and second receiving trays sized and configured to receive said unit of retail consumer product and said second of said first and second receiving trays sized and configured to receive said unit of promotional consumer product;

a rigid supporting element sized and configured to receive at least one of each of said first and second receiving trays and each of said first and second receiving trays being moveable into and out of operative association with said rigid supporting element; and

wherein said first receiving tray has a dimension that is distinct from said second receiving tray such that said first and second receiving trays may receive units of retail consumer products and consumer incentive products having at least one different dimension, such that said first and second receiving trays can be arranged in a non static configuration.

18. A modular system for promoting sales of units of retail consumer products as recited in claim 17 wherein said unit of consumer promotional product are created with a theme denoting a particular calendar period.

19. A modular system for promoting sales of units of retail consumer products as recited in claim 17 wherein said unit of consumer promotional product are created with a theme denoting a particular event.

20. A modular system for promoting sales of units of retail consumer products as recited in claim 17 wherein said unit of consumer promotional product are interchangable to update a promotion surrounding said units of retail consumer products.