U.S. patent application number 14/622634 was filed with the patent office on 2015-06-18 for retail marketing environment.
The applicant listed for this patent is Hearts On Fire Company, LLC. Invention is credited to Sheldon BAKER, Hilary CLARK, Mike ELY, David HERMAN, Tim KOBE, Lucinda TAY, Angela WISCO.
Application Number | 20150167333 14/622634 |
Document ID | / |
Family ID | 48698562 |
Filed Date | 2015-06-18 |
United States Patent
Application |
20150167333 |
Kind Code |
A1 |
KOBE; Tim ; et al. |
June 18, 2015 |
RETAIL MARKETING ENVIRONMENT
Abstract
Retail marketing environments of the present technology include
retail stores and store layouts that provide a plurality of
experience zones to guide a consumer through a purchasing
experience. The first experience zone includes the front facade of
the retail store and at least one window display case displaying
merchandise that can be viewed through the front window. The second
experience zone includes an interactive display that provides
product information to consumers. The third experience zone
includes at least one merchandise display area and at least one
merchandise handling area. The fourth experience zone includes a
plurality of interaction areas in which consumers can interact with
store employees. A veil wall can be used to separate one or more of
the experience zones.
Inventors: |
KOBE; Tim; (Singapore,
SG) ; CLARK; Hilary; (New York, NY) ; ELY;
Mike; (Berkeley, CA) ; TAY; Lucinda; (San
Francisco, CA) ; HERMAN; David; (San Francisco,
CA) ; BAKER; Sheldon; (Brooklyn, NY) ; WISCO;
Angela; (San Francisco, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Hearts On Fire Company, LLC |
Boston |
MA |
US |
|
|
Family ID: |
48698562 |
Appl. No.: |
14/622634 |
Filed: |
February 13, 2015 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
|
13723439 |
Dec 21, 2012 |
8955261 |
|
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14622634 |
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|
61581424 |
Dec 29, 2011 |
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Current U.S.
Class: |
52/234 ;
52/272 |
Current CPC
Class: |
E04B 2/7401 20130101;
E04H 3/02 20130101; E04H 1/1222 20130101; F21V 21/02 20130101 |
International
Class: |
E04H 3/02 20060101
E04H003/02; E04B 2/74 20060101 E04B002/74 |
Claims
1. A retail marketing environment comprising: A. a retail store,
the retail store comprising: a front facade including at least one
front window and at least one door; and B. a layout for the retail
store, the layout comprising a plurality of experience zones
through which a consumer can pass during a retail purchasing
experience, the plurality of experience zones comprising: a first
experience zone located at a front of the retail store, the first
experience zone including the front facade and at least one window
display case displaying merchandise that can be viewed through the
front window; a second experience zone that includes an interactive
display that provides product information; a third experience zone
that includes at least one merchandise display area and at least
one merchandise handling area, the merchandise display area
including one or more display cases mounted on a display wall and
the at least one merchandise handling area including a communal
table constructed and arranged for a plurality of customers to
interact with one or more retail employees; and a fourth experience
zone that includes a plurality of interaction areas in which
consumers can interact with store employees.
2. The retail marketing environment of claim 1, wherein the first
experience zone further includes at least a portion of a first
display wall.
3. The retail marketing environment of claim 1, wherein the retail
store further comprises a plurality of display walls.
4. The retail marketing environment of claim 3, wherein each
experience zone is separated from the other experience zones by at
least a portion of one display wall.
5. The retail marketing environment of claim 3, wherein each
display wall includes at least one display case and dividing
material, where the at least one display case is mounted to the
dividing material.
6. The retail marketing environment of claim 5, wherein the
dividing material extends from a floor of the retail store into a
ceiling of the retail store.
7. The retail marketing environment of claim 6, wherein each
display wall further comprises at least one recessed light above
the ceiling that is directed to shine light onto the dividing
material.
8. The retail marketing environment of claim 1, wherein the
interactive display comprises a plurality of touch screens.
9. The retail marketing environment of claim 1, wherein the at
least one merchandise display area further comprises a standing
display case.
10. The retail marketing environment of claim 1, wherein the at
least one merchandise handling area comprises a plurality of
individual tables at which a consumer can view merchandise.
11. The retail marketing environment of claim 1, wherein each
interaction area comprises a table and a plurality of seats.
12. A veil wall comprising: a plurality of vertical members, each
vertical member being spaced apart from each other vertical member
a sufficient amount to allow a consumer to see through the veil
wall; and at least one light adjacent to one end of a vertical
member, the light being directed to shine onto the vertical
member.
13. The veil wall of claim 12, wherein the plurality of vertical
members includes vertical members having at least two sizes of
cross-sectional area.
14. The veil wall of claim 12, wherein each vertical member
comprises a reflective surface.
15. The veil wall of claim 12, wherein each vertical member
comprises a material selected from the group consisting of metal
and plastic.
16. The veil wall of claim 12, wherein each vertical member is
rigid.
17. The veil wall of claim 12, wherein each vertical member is
attached to a floor at a bottom end of the vertical member.
18. The veil wall of claim 12, wherein each vertical member is
attached to structure in a ceiling at a top end of the vertical
member.
19. A retail marketing environment comprising: A. a retail store,
the retail store comprising: a front facade including at least one
front window and at least one door; and a plurality of display
walls, each display wall including at least one display case and
dividing material; wherein the dividing material of each display
wall consists of a plurality of spaced vertical members, and the at
least one display case is mounted on at least one of the spaced
vertical members; and B. a layout for the retail store, the layout
comprising: a first experience zone located at a front of the
retail store, the first experience zone including the front facade
and at least one window display case displaying merchandise that
can be viewed through the front window; a second experience zone
that includes an interactive display that provides product
information; a third experience zone that includes at least one
merchandise display area and at least one merchandise handling
area, the merchandise display area including one or more display
cases mounted on a display wall and the at least one merchandise
handling area including a communal table constructed and arranged
for a plurality of customers to interact with one or more retail
employees; and a fourth experience zone that includes a plurality
of interaction areas in which consumers can interact with store
employees.
20. The retail marketing environment of claim 19, wherein the
spaced vertical members comprise vertical members having at least
two sizes of cross-sectional area.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application is a Continuation of U.S. application Ser.
No. 13/723,439 filed Dec. 21, 2012. U.S. application Ser. No.
13/723,439 is based on and derives the benefit of the filing date
of U.S. Provisional Patent Application No. 61/581,424, filed Dec.
29, 2011. The entirety of all of the above-listed Applications are
incorporated herein by reference.
FIELD OF THE INVENTION
[0002] The present technology relates to retail marketing
environments, and in particular to a retail store layout that
provides a plurality of experience zones to guide a consumer
through a purchasing experience.
DESCRIPTION OF RELATED ART
[0003] Retail marketing environments for articles of merchandise
that are particularly valuable, such as small electronics and
jewelry, present the articles on display and require a customer to
interact with a sales employee in order to actually procure an
article that they desire to purchase.
[0004] Such retail marketing environments generally have a
plurality of display cases that sit on the floor and include at
least one clear front window through which a customer can view the
merchandise displayed within the case, creating a counter where a
store employee is on one side of the display case and the customer
on the opposite side. Such display cases normally have a lockable
sliding back panel that can be opened by the employee, who can then
reach into the display case to either stock the case or remove
merchandise for inspection by a customer.
SUMMARY OF THE INVENTION
[0005] The present technology relates to retail marketing
environments in which consumers peruse articles of merchandise
displayed in display cases and then interact with an employee in
order to inspect and/or procure a particular article of
merchandise. Retail marketing environments of the present
technology include retail stores and store layouts that provide a
plurality of experience zones to guide a consumer through a
purchasing experience.
[0006] Retail marketing environments of the present technology
include a retail store and a layout for the retail store. The
retail store includes a front facade including at least one front
window and at least one door, a first outer side wall connected to
the front facade, and a second outer side wall connected to the
front facade. The layout for the retail store includes a first
experience zone, a second experience zone, a third experience zone
and a fourth experience zone. The first experience zone includes
the front facade and at least one window display case displaying
merchandise that can be viewed through the front window. The second
experience zone includes an interactive display that provides
product information. The third experience zone includes at least
one merchandise display area and at least one merchandise handling
area. The fourth experience zone includes a plurality of
interaction areas in which consumers can interact with store
employees.
[0007] In some examples, a veil wall can be employed to separate
one or more of the experience zones in a retail marketing
environment of the present technology. A veil wall can include a
plurality of vertical members, each vertical member being spaced
apart from each other vertical member a sufficient amount to allow
a consumer to see through the veil wall. A veil wall can also
include at least one light adjacent to one end of a vertical
member, the light being directed to shine onto the vertical
member.
BRIEF DESCRIPTION OF THE DRAWINGS
[0008] Specific examples have been chosen for purposes of
illustration and description, and are shown in the accompanying
drawings, forming a part of the specification.
[0009] FIG. 1 illustrates a diagram of one example of a retail
marketing environment of the present technology.
[0010] FIG. 2 illustrates a front view of the retail marketing
environment of FIG. 1.
[0011] FIG. 3 illustrates a diagram of a second example of a retail
marketing environment of the present technology.
[0012] FIG. 4 illustrates a first example of a display case that
can be used in a retail marketing environment of the present
technology.
[0013] FIG. 5 illustrates a second example of a display case that
can be used in a retail marketing environment of the present
technology.
[0014] FIG. 6 illustrates a third example of a display case that
can be used in a retail marketing environment of the present
technology.
[0015] FIG. 7 illustrates a single-sided example of the display
case of FIG. 4 mounted on a veil wall of the present
technology.
[0016] FIG. 8 illustrates a double-sided example of the display
case of FIG. 4 mounted on a veil wall of the present
technology.
[0017] FIG. 9 illustrates one example of a standing display case
that can be used in a retail marketing environment of the present
technology.
DETAILED DESCRIPTION OF SEVERAL EMBODIMENTS
[0018] The purchasing experience provided to a customer in a retail
environment can have an impact on how the consumer perceives the
quality and nature of the brand associated with the articles of
merchandise. For example, the layout of a retail store is the
environment in which consumers form an impression of the articles
of merchandise on display within the retail store. In a retail
environment where consumers are encouraged to engage, experiment,
learn, and express at whatever level is appropriate for them, the
consumer may feel more comfortable during the retail purchasing
experience, and may thus feel more positively inclined towards the
brand associated with the articles of merchandise.
[0019] Retail marketing environments of the present technology
include retail store layouts that provide a plurality of experience
zones through which a consumer passes during a retail purchasing
experience. Each experience zone has a different purpose, and
provides the consumer with a different level of interaction with
the store employees and with the articles of merchandise on display
for purchase.
[0020] FIGS. 1 and 2 show one example of a retail marketing
environment 100 of the present technology that includes a retail
store 102 and a layout 104 for the retail store. As illustrated,
the layout 104 includes at least four experience zones, including a
first experience zone 106, a second experience zone 108, a third
experience zone 110, and a fourth experience zone 112. As
illustrated by the dotted outlines of each experience zone, the
experience zones can overlap to at least some extent, which may
facilitate providing smooth transitions to a consumer, and a more
coherent retail purchasing experience.
[0021] As a matter of basic physical structure, the retail store
102 can have a front facade 114, which can include at least one
front window 116 and at least one door 118 to provide entrance into
and egress from the retail store 102. The retail store 102 can also
include a first outer side wall 120 connected to the front facade
114, a second outer side wall 122 connected to the front facade
114. The retail store can also include a rear wall 124 connected to
the first outer sidewall 120 and the second outer sidewall 122, and
a rear support area 126. In the illustrated example, the at least
one front window 116 extends horizontally from the first outer side
wall 120 to the door 118, as can extend vertically from the floor
128 up to the ceiling 130 of the retail store 102, providing a full
view of the interior of the retail store 102.
[0022] In the retail marketing environment 100 shown in FIGS. 1 and
2, the experience zones are separated by a plurality of display
walls 134, 136, 138, and 140. Each display wall includes at least
one interior display case 142 and dividing material 144.
Preferably, each display wall includes a plurality of interior
display cases 142. The dividing material 144 can be a solid wall,
or any other suitable type of wall, including for example a veil
wall, which includes a plurality of vertical members, as described
in further detail below. When the display wall includes a plurality
of vertical members, each display case 142 can be mounted on at
least one vertical member.
[0023] The first experience zone 106 is an intrigue zone, which is
located at the front of the retail store 102. The first experience
zone 106 includes the front facade 114 of the retail store 102, and
also includes at least one window display case 132 displaying
merchandise that can be viewed through the front window 116. As
shown in FIG. 1, the first experience zone 106 can also include at
least a portion of a first display wall 134.
[0024] The second experience zone 108 is a knowledge zone in which
a consumer can obtain product information, such as information
about the articles of merchandise available for sale, the brand
associated with the articles of merchandise, and/or additional
services available to consumers that purchase the articles of
merchandise. The second experience zone 108 can include an
interactive display 146 that provides the product information. As
illustrated, the interactive display 146 is a wall mounted display,
which includes a plurality of touch screens 148, and at least one
consumer can operate each touch screen at any given time.
[0025] The third experience zone 110 is a tangible zone, in which
consumers can view displayed merchandise and have a store employee
remove merchandise from display for inspection and handling by the
consumer. Accordingly, the third experience zone can include at
least one merchandise display area 150 and at least one merchandise
handling area 152. The at least one merchandise display area can
include one or more interior display cases 142 on a display wall,
and can also include at least one standing display case 154. The at
least one merchandise handling area can include a communal table
156, at which one or more consumers can interact with one or more
store employees.
[0026] The fourth experience zone 112 is a relationship zone, which
can include a plurality of interaction areas 158, in which
consumers can interact with store employees. Each interaction area
can include at least one table 162 and a plurality of seats 160. In
the fourth experience zone, consumers and store employees can
interact on a more personal level than is possible in the other
experience zones.
[0027] FIG. 3 shows a second example of a retail marketing
environment 200 of the present technology that includes a retail
store 202 and a layout 204 for the retail store. As illustrated,
the layout 204 includes at least four experience zones, including a
first experience zone 206, a second experience zone 208, a third
experience zone 210, and a fourth experience zone 112. As
illustrated by the dotted outlines of each experience zone, the
experience zones can be adjacent to each other.
[0028] As with the example of FIGS. 1 and 2, the retail store 202
shown in FIG. 3 can have a front facade 214, which can include at
least one front window 216 and at least one door 218 to provide
entrance into and egress from the retail store 202. The retail
store 202 can also include a first outer side wall 220, a second
outer side wall 222, a rear wall 224, and a rear support area
226.
[0029] The first experience zone 206 is an intrigue zone, which is
located at the front of the retail store 202. The first experience
zone 206 includes the front facade 214 of the retail store 202, and
also includes at least one window display case 232 displaying
merchandise that can be viewed through the front window 216.
[0030] The second experience zone 208 is a knowledge zone in which
a consumer can obtain product information, such as information
about the articles of merchandise available for sale, the brand
associated with the articles of merchandise, and/or additional
services available to consumers that purchase the articles of
merchandise. The second experience zone 208 can include an
interactive display 246 that provides the product information. As
illustrated the interactive display 246 is a counter, which can
includes a plurality of touch screens, and at least one consumer
can operate each touch screen at any given time.
[0031] The third experience zone 210 is a tangible zone, in which
consumers can view displayed merchandise and have a store employee
remove merchandise from display for inspection and handling by the
consumer. Accordingly, the third experience zone can include at
least one merchandise display area 250 and at least one merchandise
handling area 252. The at least one merchandise display area
includes a plurality of display walls 234. Each display wall 234
can include at least one interior display case 242 and dividing
material 244. Preferably, each display wall includes a plurality of
interior display cases 242. The dividing material 244 can be a
solid wall, or any other suitable type of wall, including for
example a veil wall, which includes a plurality of vertical
members, as described in further detail below. When the display
wall includes a plurality of vertical members, each display case
242 can be mounted on at least one vertical member.
[0032] The fourth experience zone 212 is a relationship zone, which
can include a plurality of interaction areas 258, in which
consumers can interact with store employees. Each interaction area
can include at least one table 262 and a plurality of seats 260. In
the fourth experience zone, consumers and store employees can
interact on a more personal level than is possible in the other
experience zones.
[0033] FIGS. 4 through 6 show front views of various examples of
interior display cases of the present technology, looking through
the front viewing panel into a display area of the cases. Some
examples of suitable display cases for use as interior display
cases of the present technology are described in U.S. Provisional
Application Ser. No. 61/581,415, entitled "Mounted Display Case,"
which is filed concurrently herewith, the content of which is
hereby incorporated by reference herein in its entirety.
[0034] The front of interior display case 400 as shown in FIG. 4
has a square shape. The interior display case has a top 402, a left
side 404, a right side 406, and a display area 408. The display
area 408 includes a back panel 410, a top panel 412 attached to the
top 402, a left side panel 414 attached to the left sidewall 404, a
right side panel 416 attached to the right sidewall 406, and a
display drawer 418. The display drawer 418 is configured to hold
merchandise that can be viewed through a front viewing pane 424
attached to the top 402 and sidewalls 404, 406 of the display case
400. The display drawer 418 can include a display face 420, on
which merchandise can be displayed, and a bottom grip 422. The
display face 420 can be inclined from the back of the display area
408 at its top end to the front of the display area 408 at its
bottom end when the display drawer 418 is in the closed position.
The display drawer 418 can be slidably connected to a frame
including the sidewalls 404 and 406, and can slide from a closed
position to an open position. In the closed position, the display
drawer 418 can be enclosed within the display area 408. In the open
position, the display drawer 120 can be extended beneath the
display area 408. A store employee can grip the bottom grip 422 of
the display case to apply force and move the display drawer 418
form the closed position to the open position.
[0035] The front of display case 500 as shown in FIG. 5 is
rectangular, with the left sidewall 504 and the right sidewall 506
having a length that is greater than the length of the top 502. The
display case can have panels and a display drawer as described
above with respect to FIG. 4. The back panel 508 of the display
case 500 can be positioned at a desired height, and can be placed
off-center. For example, the back panel 508 can be placed
vertically off-center such that such that a horizontal centerline A
of the back panel 508 is above a horizontal centerline B of the
display case 500.
[0036] The front of display case 600 as shown in FIG. 6 is
rectangular, with the left sidewall 604 and the right sidewall 606
having a length that is less than the length of the top 602. The
display case can have panels and a display drawer as described
above with respect to FIG. 4. The back panel 608 of the display
case 600 can be positioned at a desired height, and can be placed
off-center. For example, the back panel 608 can be placed
vertically off-center such that such that a horizontal centerline C
of the back panel 608 is above a horizontal centerline D of the
display case 600. The back panel 608 can also be positioned
horizontally off-center, for example, as illustrated, such that a
vertical centerline E of the back panel 608 can be to the left of a
vertical centerline F of the display case 600.
[0037] FIGS. 7 and 8 illustrate examples of display walls 700 and
800 of the present technology, respectively. As shown in FIG. 7,
some display cases of the present technology can be single sided,
having a only a first display area 702 at the front of the display
case 714. As shown in FIG. 8, some display cases of the present
technology can be double-sided, having a first display area 802 at
the front of the display case 816 and a second display area 804 at
the rear of the display case 816.
[0038] As shown in FIGS. 7 and 8, display cases of the present
technology can be mounted at any suitable height, including for
example at a height that places the viewing areas 702, 802, 804 of
the display case in line with the head and chest of a consumer 704,
804 viewing merchandise 706, 806, 808. In some examples, a display
case 700, 800 can be mounted such that the top 708, 810 of the case
is at a height that is from about 5 feet to about 7 feet from the
floor 710, 812 of the retail store.
[0039] Also as shown in FIGS. 7 and 8, the dividing material 712,
814 of each display wall 700, 800 is a veil wall, which includes a
plurality of vertical members 716, 818. Each vertical member 716,
818 can be spaced apart from each other vertical member 716, 818 by
an amount that is sufficient to allow a consumer to see through the
veil wall, which can allow a consumer to see into other experience
zones. Each vertical member 716, 818 can be rigid, and can be solid
or hollow. In one example, at least one vertical member 716, 818 is
hollow so that cables can be installed therein to provide power to
the display case 714, 816. Each display case 714, 816 can be
mounted on one or more of the spaced vertical members 716, 818. The
spaced vertical members 716, 818 can extend from the floor 710, 812
of the retail store into the ceiling 718, 820 of the retail store.
Each vertical member 716, 818 can be attached to the floor 710, 812
at a bottom end of the vertical member 716, 818. Each vertical
member 716, 818 can also, or alternatively, be attached to
structure in the ceiling 718, 820 at a top end of the vertical
member 716, 818.
[0040] Each vertical member 716, 818 can have a cross-sectional
area. The cross-sectional area of each vertical member 716, 818 can
be any suitable shape, which can be the same or different from the
shape of the cross-sectional area of any other vertical member 716,
818. For examples, each vertical member 716, 818 can have a
cross-sectional shape that is a circle, an oval, a quadrangle, or
any other regular or irregular shape. The cross-sectional area of
each vertical member 716, 818 can also be any suitable size, which
can be the same or different from the size of the cross-sectional
area of any other vertical member 716, 818. For example, the
plurality of vertical members 716, 818 in any given veil wall can
include vertical members 716, 818 having one or more sizes of
cross-sectional area. In one example, the plurality of vertical
members 716, 818 in a veil wall includes vertical members 716, 818
having at least two sizes of cross-sectional area.
[0041] Each vertical member 716, 818 can be made of any suitable
material, including for example metal or plastic. In at least some
examples, vertical members 716, 818 can be made of a reflective
material or have a reflective coating, so as to have a reflective
surface.
[0042] Each veil wall, such as display walls 700, 800 can also
include at least one light adjacent to one end of a vertical
member, the light being directed to shine onto the vertical member.
As shown in FIGS. 7 and 8, there is at least one recessed light
720, 822 located above the ceiling 718, 820. Each recessed light
720, 822 can shine light onto the spaced vertical members 716,
818.
[0043] FIG. 9 shows one example of a standing display case 900 of
the present technology. One type of display case suitable for use
as a standing display case 900 is described in U.S. Design
Registration No. D668081, entitled "Standing Display Case," which
has been filed concurrently herewith, the disclosure of which is
hereby incorporated by reference herein in its entirety. As shown
in FIG. 9, standing display case 900 has a plurality of display
areas, including first display area 902, second display area 904,
and third display area 906. Each display area has a display drawer
908 in which articles of merchandise can be displayed.
[0044] From the foregoing, it will be appreciated that although
specific examples have been described herein for purposes of
illustration, various modifications may be made without deviating
from the spirit or scope of this disclosure. It is therefore
intended that the foregoing detailed description be regarded as
illustrative rather than limiting, and that it be understood that
it is the following claims, including all equivalents, that are
intended to particularly point out and distinctly claim the claimed
subject matter.
* * * * *