Patent Publication Number: US-2004047013-A1

Title: Holographic marketing method and system for consumer products in a retail environment

Description:
FIELD OF THE INVENTION  
       [0001] The present invention generally relates to marketing systems and methods, and particularly relates to the use of true holograms in a retail environment. More particularly, the invention relates to a method and system that employs a three-dimensional (“3D”) holographic image generated by a true hologram to attract consumer attention to a displayed product, communicate information about the product, and to create an overall impression or experience that is conducive to purchasing the product.  
       BACKGROUND OF THE INVENTION  
       [0002] Selling products in a retail environment (also referred to herein as “retail products”), such as personal care products, consumable products, grocery products, and the like, is extremely competitive. Manufacturers of such products will typically develop and offer numerous different configurations, formulations, flavors, colors, and packaging of their products, in an effort to appeal to broader market segments and, therefore, capture greater market share.  
       [0003] While such offered variety benefits the consumer—giving the consumer a choice and allowing the consumer to select products that best fit his or her needs—such variety comes at a cost. Consumers may become overwhelmed or confused, or may end up purchasing a product without appreciating that a different product would have been better suited. Marketing and distinguishing easily confused products such as antiperspirants, shampoos, hair care products, toothpaste, toothbrushes, mouth rinses, detergents, cleaning products for household use (including cleaning implements), dishwashing and dishwasher detergents, and hair care products which may require mixing before use, proves especially difficult. Many of these products in a given category are hard to differentiate because of similarity in packaging due to shape or color. For example, many antiperspirants are in oval packages with clear, pastel or white packaging even though there are a variety of choices such as sticks, gels, and soft solids, to name a few. To the retail merchant, such a variety of offered products requires shelf space, a scarce resource that the retail merchant must use with utmost selling efficiency. A product that sits unsold on the retailer&#39;s shelf is a product quickly discarded for better selling products. Product manufacturers understand this well, and strive to make their product packaging and display material as informative as possible.  
       [0004] For the product manufacturer, the challenge is this. In the typical retail environment where consumer products, such as personal care products, consumable products, grocery products, and the like are sold, the average consumer makes his or her purchasing decision in a short period of time. On study has found that the length of time that a shopper spends at the shelf looking for an antiperspirant/deodorant product is in the range of 52-69 seconds. They either select a product or leave without a product. Another study has found that shoppers make 40-60% of their buying decisions while standing in front of the shelf. That means that any in-store marketing material, packaging, or display information must preferably communicate the benefits of the product or some distinguishing feature in as short a time as possible and, preferably in less than 60 seconds (more preferably within 30 seconds). This becomes particularly hard to do, where the choices are many and where the difference among products are subtle or sophisticated. Imagine, for example, communicating in a period of 60 seconds or less, the differences among several different types of antiperspirant/deodorant products that may have different fragrances, product forms, specific benefits (aloe, vitamins), and applicator technology (stick, roll-on, gel) or offer other selling features, such as dries quickly or leaves no residue on clothing. Communicating these differences in a retail environment to the busy, time-crunched consumer is indeed a very challenging problem.  
       [0005] The present invention takes a fresh approach. Rather than rely solely on printed material, such as on product packaging or associated signage, the present invention utilizes a true hologram which generates a three-dimensional holographic image to attract the consumer&#39;s attention and provide the consumer with information about the product. As will be explained more fully herein, the invention employs a three-dimensional holographic image to produce a powerful visual experience. As more fully explained, the product manufacturer or advertiser carefully selects and adapts the content of the holographic image to convey a clear message about the product, how to use the product, and/or to communicate a characteristic or an experience associated with using the product at the point of sale (also called “point of purchase”).  
       SUMMARY OF THE INVENTION  
       [0006] According to the present invention, a method of inducing a sale of a product in a retail environment includes providing the product in a storage structure from which a potential purchaser may take physical possession of the product. A true hologram is provided to project a three-dimensional holographic image into a space proximate to the storage structure to attract potential purchaser attention. The holographic image from the true hologram is used to communicate information about the product to the potential purchaser.  
       [0007] As will be more fully explained, the inventive method accomplishes several beneficial results. It attracts the consumer&#39;s attention by providing an eye-catching visual display. It very quickly and dynamically communicates product information to the consumer. This extremely important benefit is needed to match the short attention span of busy and sometimes confused retail shoppers. The method is versatile. By using animated holographic techniques, even moving features or moving metaphors for product features can be readily communicated. The inventive method provides an engaging experience. It helps hold the consumer&#39;s attention while making a purchasing decision, and provides useful information to aid the consumer in discriminating among product choices. When deployed at or near the point of purchase, the inventive method works up to the moment of product selection: (a) the consumer is much less likely to make a mistake and purchase the wrong product; or (b) the consumer may be persuaded to purchase the particular product displayed by the hologram.  
       [0008] Moreover, because the holographic image can be generated to be partially or fully into a space above or in front of the product display shelf, the holographic image preferably takes up no physical space on the retail shelf. The image can even be larger than the actual product size, for example, without concern for using up valuable physical space. Further areas of applicability of the present invention will become apparent from the detailed description provided hereinafter. It should be understood that the detailed description and specific examples, while indicating the preferred embodiment of the invention, are intended for purposes of illustration only and are not intended to limit the scope of the invention.  
     
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
     [0009] The present invention will become more fully understood from the detailed description and the accompanying drawings, wherein:  
     [0010]FIG. 1 is a flowchart diagram depicting the method of the present invention;  
     [0011]FIG. 2 is a block diagram depicting an exemplary retail environment wherein the retail environment is a grocery store;  
     [0012]FIG. 3 is a perspective view of the present invention implemented in an aisle of a retail environment; and  
     [0013]FIG. 4 is a perspective view of the present invention implemented with a modular display for strategic placement in a retail environment. 
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS  
     [0014] The following description of the preferred embodiment(s) is merely exemplary in nature and is in no way intended to limit the invention, its application, or uses. In practicing the method of the present invention, a variety of different holographic technologies may be employed. Presently preferred are the technologies that produce three-dimensional, holographic images. The so-called true hologram, differs from the more commonly seen, mass produced holograms employed on credit cards to deter forgery. The true hologram produces the visual experience of looking at a three-dimensional object by creating a wavefront of light that produces the appearance of a three-dimensional image at least partially in front of the plane of the hologram plate used to produce it. The 3D holographic image is produced by constructive and destructive interference of the light rays that make up the wavefront.  
     [0015] There are several techniques for producing a 3D holographic image using a true hologram. A “transmission hologram” employs a hologram plate or film, containing the image to be generated, and a light source positioned behind the plate. The viewer stands on the side of the plate opposite the light source. The light passes through the plate. Viewing the holographic image from a transmission hologram is like looking into a brightly-lit room through a window. The image is seen as a three-dimensional image in the “room”. A second type of true hologram is a “reflection hologram”. A reflection hologram employs a hologram plate or film with a reflective layer, and a light source positioned on the same side of the plate as the viewer. Viewing the image from a reflection hologram is like looking at an object or image that is floating in space. The image may be located anywhere along the line of sight axis. The hologram plate can be configured so that the image appears to project fully in front of the plane of the hologram plate or fully in back of the plate. Alternatively, the hologram plate can be configured so that the image only partially projects in front of the plate or partially in back of the plate.  
     [0016] In most applications of the present invention in a retail environment, reflection hologram technology is presently preferred. Good results are obtained using a white light source, such as from a bright halogen lamp, positioned to cast light upon the hologram plate without obstruction or shadow. This may be done by placing the light directly in front of the holographic plate or to the side with a means for deflecting the light onto the holographic plate. Where the product feature or selling point involves a moving part, or where the feature is best exemplified by movement or a moving metaphor, the hologram plate may be configured to produce animated effects. This can be done by a variety of different techniques. One technique employs a “multiplex hologram” in which photographic images (or computer-generated images) are developed from several angles onto the same hologram plate or film. When the viewer moves from one vantage point to another, such as by moving slightly from side to side, the holographic image appears to move as different ones of the photographic images come into view. The flexing head of a bendable toothbrush could be demonstrated in this fashion. As the viewer moves from side to side, the projected holographic image of the toothbrush appears to flex back and forth. For the underarm category, a product can be shown to move across a black cloth to demonstrate no white residue.  
     [0017] Suitable equipment may be selected from a variety of sources including Krystal Holographics, Inc., New York, N.Y.; Dai Nippon Printing Co., Ltd., Japan; and Zebra Imaging, Inc., Austin, Tex. Of special interest as technology for producing high quality true holograms is available from Zebra Technologies, and is referred to as a “Zebra”. According to Zebra Technologies: A Zebra is, in essence, one large hologram made up of lots of small ones. The process starts with a digital image, which may be generated by a motion-controlled camera or computer graphics software. Like conventional holography, the Zebra process splits and recombines laser light, only the “object” sub-beam is directed through a sequence of digital images on a liquid-crystal screen rather than reflected off a real object. Each resulting exposure, about two millimeters square, is called a “hogel”—the full-color holographic building blocks of a finished Zebra image. In a fully-automated step-and-repeat fashion, hogels are then printed on a flat, square tile of polymer film, which needs no chemical processing. Each two-foot-square tile houses tens of thousands of unique hogels, and each tile can be butted up against another to form high-quality holographic images of unlimited size.  
     [0018] The present invention uses a true hologram, such as a “Zebra”, in proximity to a product in a retail environment to attract the attention of a potential customer and convey information about the product. According to various aspects of the invention, the 3D image generated by the true hologram is designed to communicate an appearance feature, a functional feature, an associated characteristic, and/or a method of use of the product. Examples of an appearance feature can be color of package, color of product, label design or shape of the package. Examples of a functional feature can be form (such as stick, cream or gel), low residue property, non-tacky property, flexible parts and smoothness upon application. Examples of an associated characteristic include fragrance, flavor, emotional state of user, sensorial experience, and environmental metaphors (for example, lightening for power). Examples of method of use include mixing of ingredients and demonstrating application of product. The 3D image is also designed to show and/or efficiently and effectively differentiate multiple, confusing products from one another in a retail environment. FIG. 1 illustrates the method  100  of the present invention, which includes three main steps.  
     [0019] Beginning at  102 , method  100  proceeds to first main step  104 , wherein a product is provided to a potential customer in a retail environment by placing the product in a storage structure from which it is possible for the customer to take physical possession of the product. Usually, this step corresponds to stocking a shelf or display case with the product, but can vary significantly from product to product and retail environment to retail environment. The storage structure can be a double sided shelf (with a collection of products on both sides), an endcap structure such as may be found at the end of a double sided shelf structure, a wall shelf or an island placed in an open space where consumers pass by.  
     [0020] From first main step  104 , method  100  proceeds to second main step  106 , wherein a true hologram is provided that generates a 3D holographic image into a space proximate to the product (for example, at a distance of no more than 5 meters from the storage structure, preferably no more than 3 meters from the storage structure, and especially within 1 meter from the storage structure). Preferably, the 3D image is viewable from a location in the retail environment that accommodates customer traffic flow so as to be readily viewable by the potential customer. With a hologram plate, this step usually entails placing the hologram plate in a position proximate to the product and orienting it in a direction facing customer traffic.  
     [0021] From second main step  106 , method  100  proceeds to third main step  108 , wherein information about the product is communicated to the potential customer via the generated 3D image. This step essentially entails designing the true hologram ahead of time to generate a 3D image that communicates information about the product. According to one aspect of the present invention, information communicated about the product relates to specific information, for example, a functional feature and/or associated characteristic of the product. For example, displaying a 3D image of a toothbrush flexing at a particular point in a specific direction with a given range communicates a functional feature of the product. Further, displaying an image of nature in spring to communicate that a detergent has a spring scent communicates an associated characteristic that the product possesses. Thus, a 3D visual image can serve as a metaphor for a non-visual characteristic of a product. The method  100  ends at  109 . The method of the invention is preferably performed in a time frame of less than or equal to 60 seconds (more preferably not exceeding 30 seconds) and is based on the activities and maturity of a typical consumer over 18 years of age.  
     [0022] According to another aspect of the present invention, information communicated about the product serves to differentiate the featured product from one or more confusing or competing products, and additional, optional steps may be employed to enhance the present invention in relation to either and/or both of the aforementioned aspects. Therefore, method  100  contains at least one optional step. For example, and as at  110 , if multiple confusing products are provided in step  104 , and/or if other, confusing products already exist in the retail environment, then the method  100  may proceed from step  104  to step  112 , wherein design of the true hologram is affected to differentiate the product from other, confusing or competing products. For example, antiperspirant packaging frequently uses similar shapes in a small variety of colors, wherein color designation is not clearly coded to the product. Accordingly, using one or more true holograms to distinguish among various forms and features of a selection of antiperspirants/deodorants is one potential use of the present invention. Thus, generating a 3D image from a true hologram in proximity to the corresponding product of a particular brand whereby the image demonstrates distinguishing features and/or characteristics of a residue-free antiperspirant stick can distinguish it from a nearby hypoallergenic antiperspirant stick of the same brand, and a nearby clear antiperspirant gel of the same brand. Further, the true holograms demonstrating features and/or characteristics of the other two products in proximity to the other two products further assists customers in immediately distinguishing between confusing products. This functional use of multiple 3D holographic images generated by true holograms designed to distinguish between confusing products near to one another in a retail environment is still further enhanced where the spatial configuration of the multiple holographic images reflects the spatial relation of the multiple and confusing products.  
     [0023] Another example of an optional step in method  100  is the use of some type of sensorial experience which is provided in conjunction with the true hologram and in close proximity thereto. For example, fragrance and/or sound delivery systems at step  114  that are placed in proximity to the product and/or 3D image to assist in communicating the information. Further examples include: (1) A 3D image of nature in spring to communicate that a detergent or cleaning product has a spring scent can be supplemented with a sample of the spring scent present in the product using a fragrance delivery system that is either passive (scent sprayed at regular intervals) or active (motion activated (for example with an electronic sensor) and/or intentionally activated by a customer by pressing a button). (2) The conveyed spring fragrance experience can be further supplemented by the sound of birdsong delivered either passively or actively. (3) Cooling effect of an underarm product can be reinforced by a burst of cold air with or without fragrance. (4) The creamy feel of a body lotion can be emphasized by having a hand activated pump dispenser with test product available.  
     [0024]FIG. 2 shows a layout of an example retail environment in which the present invention may be employed. Floor plan  200  corresponds to the layout of an example grocery store, wherein customers shop various aisles and/or other designated customer traffic areas before exiting through a checkout area. These aisles and other traffic areas are generally bounded by storage structures such as shelves and/or display tables, racks, and/or floor area. Customers can take physical possession of products as they travel through designated traffic areas of the retail environment. Accordingly, the present invention may be used in various locations throughout the retail environment, and examples of candidate locations include in an aisle as at  202 , near the end of an aisle as at  204 , along a wall as at  206 , in a corner as at  208 , and also on or near the floor or ceiling below or above a customer traffic area. Notably, the invention may also be used at the entrance of a retail environment as well as outside of a structure enclosing a majority of the retail environment.  
     [0025] This invention also includes the use of one or more additional true holograms. Such holograms may be used together, wherein a second volume hologram located in an area of the retail environment remote from the first hologram leads a customer to a first true hologram located in proximity to the product. For example, where a first 3D holographic image communicating features and/or characteristics of a first product is generated in proximity to the first product in a retail environment, a second true hologram communicating features and/or characteristics of the first product may also be used to generate a 3D holographic image into a space proximate to a second product. This technique is especially powerful where the features and/or characteristics of the first product make it desirable for use with the second product. Thus, generating a holographic image depicting no or low white residue antiperspirant next to black clothing in a department store may be combined with generating substantially the same holographic image in proximity to the actual no or low white residue antiperspirant product at a point of sale in the same store. A second use of this technique which is very powerful is where the features and or characteristics of both products are similar. Thus, using a true hologram to depict hypoallergenic features of an antiperspirant next to an area where hypoallergenic dishwashing detergents are found in combination with generating the same hologram in proximity to the hypoallergenic antiperspirant itself in the same retail environment aids the consumer who is looking for skin-sensitive products. A third example is the positioning of a second or multiple true holograms at other areas in a retail environment to attract the consumer&#39;s attention. Such placements may include the entrance of the store, a snack bar, or a restroom. While the use of multiple holograms may be with images that are the same or different, it is likely that consistency of image will be preferred. Thus, the multiple images should be substantially the same or have enough similarity as to reinforce the product identity. Of note, using the same hologram further assists in leading the customer to the non-marking antiperspirant where the visual association is established at the point of need and exploited at the point of sale.  
     [0026]FIG. 3 demonstrates implementation of a true hologram  300  attached to a storage structure  302  and generating a 3D holographic image into an image space  304  proximate to a related product  306 . In the illustrated case, the true hologram  300  is recorded in a double-sided hologram plate, the storage structure  302  corresponds to a shelf bounding an aisle, the 3D image corresponds to apple blossoms, and the product  306  corresponds to apple blossom scented dishwashing detergent.  
     [0027] As demonstrated, the construction and configuration of the hologram plate(s), other holographic recording media, and/or other holographic surface(s) used to provide the 3D holographic images from true hologram(s) may vary to accommodate the particular traffic flow at the chosen location and/or placement of the product at the chosen location. The double sided hologram plate proves advantageous in the illustrated case because it allows the 3D image to be viewed by traffic approaching from either direction along the aisle without restricting customer access to shelf space. Each side of the plate can project the same 3D image (from different viewpoints) into the same image space  304  in front of the related product  306 , thereby attracting the customer&#39;s attention and directing the customer to the related product. According to the illustrated case, the 3D image is designed to bisect the image plane(s) (the holographic surface(s)) of the image space as viewed from either direction, but could alternatively be placed entirely behind the image plane as viewed from the right, while entirely in front of the image plane as viewed from the left. The implementation further employs a motion activated fragrance delivery system  308  and a motion activated sound delivery system  308 , and these systems are strategically placed to respectively deliver apple blossom scent and sounds of bird song when a customer moves into an advantageous position for simultaneously viewing the related product  306  and the 3D image.  
     [0028] Fragrance delivery systems for use with the present invention may be selected from a variety of types of devices either commercially available or custom made to fit the appropriate space. For example, such a device may be constructed, if not otherwise commercially available, using a housing enclosing a pressure chamber. Pressure is produced in the filled pressure chamber using an electrically-activated piezoelectric actuator disposed in a plate forming a side of the pressure chamber. A motion detector is attached to the housing and oriented in a frontal direction selected to detect motion of proximate foot traffic. An attachment mechanism is disposed in a rear portion of the housing and oriented to facilitate attachment of the housing to a storage structure. A one-way fill aperture permits filling of the pressure chamber with fragrance solution from a reservoir of fragrance solution. A battery powers the motion detector and, when motion is detected via the motion detector, an electric signal is produced and communicated to the piezoelectric actuator. The electric signal creates an electric potential difference in the piezoelectric actuator such that pressure increases in the pressure chamber. When the pressure increases, fragrance solution exits a nozzle that is formed in the housing and oriented to dispense fragrance solution in a forward direction. The motion detector is adapted to cease production of the electric signal after a predetermined amount of time, and the fill reservoir is adapted to refill the pressure chamber with fragrance solution in response to the reduced pressure.  
     [0029] Sound delivery systems for use with the present invention may be selected from a variety of types of devices either commercially available or custom made to fit the appropriate space. For example, such a device may be constructed, if not otherwise commercially available, using a housing enclosing a sound module in communication with a speaker and a recording medium. A motion detector is attached to the housing and oriented in a frontal direction selected to detect motion of proximate foot traffic. An attachment mechanism is disposed in a rear portion of the housing and oriented to facilitate attachment of the housing to a storage structure. A battery powers the motion detector and the sound module and, when motion is detected via the motion detector, an electric signal is produced and communicated to the sound module. In response to the electric signal, a sound recorded on the recording medium is generated by the sound module via the speaker. Apertures formed in the front of the housing facilitate communication of the generated sound to passing foot traffic.  
     [0030]FIG. 4 demonstrates implementation of a multiplicity of true holograms  300 A,  300 B, and  300 C incorporated into a storage structure  302  and projecting 3D holographic images into spaces  304 A,  304 B, and  304 C which spaces are in proximity to product space  312 A,  312 B, and  312 C for storing products. In the illustrated case, the true holograms  300 A,  300 B, and  300 C are recorded on single-sided hologram plates, the storage structure  302  corresponds to a modular display for strategic placement in a corner, at an end of an aisle, and/or along a wall, and the 3D holographic images in spaces  304 A,  304 B, and  304 C respectively correspond to watermelon, orange, and banana. The products to be stored in product spaces  312 A,  312 B, and  312 C in the illustrated case match with corresponding types of fruit flavored toothpaste. 3D Holographic images in spaces  304 A,  304 B, and  304 C illustrate that the generated 3D image can be displayed behind the image plane as with  304 A, bisecting the image plane as with  304 B, or in front of the image plane as with  304 C. These images also illustrate how multiple images can be selected to distinguish between multiple, confusing products that are placed in proximity to one another.  
     [0031] From the foregoing description, it can be extrapolated that aspects of the present invention can be expanded and combined in a number of ways. For example, the true hologram of FIG. 3 could be made single-sided so as to be viewable from only one direction. Also, the case of FIG. 4 illustrates that the generated 3D images can be designed to communicate an appearance feature, a functional characteristic, an associated characteristic and/or a method of use of a product while simultaneously differentiating between confusing or competing products based on differences between them. It may therefore be extrapolated that the images can be designed to communicate specific functional features of products while simultaneously differentiating between the products based on differences between the functional features. Further, more than two hologram plates may be combined to project the same image, and hologram plates may also be incorporated into individual product packaging. Still further, the use of hologram plates throughout the disclosure to provide the 3D holographic images is only a presently preferred embodiment in view of current technology and market forces. It is therefore foreseeable that the present invention may be equivalently implemented with other holographic surfaces, including active displays. The method of the invention further includes the use of more than two true holograms to generate a holographic image for each hologram wherein (a) at least one holographic image is projected into said first space, (b) the remaining holographic images may be alike or different from the holographic image projected into said first space, and (c) the remaining holographic images may be projected into spaces remote from said first space.  
     [0032] In an alternate embodiment, the holographic plate can be in the form off a polymeric film placed on the floor in proximity to the product so that the holographic image appears to rise from the floor. Reference is made to technology from Zebra Imaging for such equipment.  
     [0033] It should also be noted that the image generated may be the same, larger or smaller than the true size of the object to be featured.  
     [0034] Moreover, the description of the invention is merely exemplary in nature and, thus, variations that do not depart from the gist of the invention are intended to be within the scope of the invention.