ELECTRONIC SHELF LABEL AND SHELF ILLUMINATION DEVICES

Abstract

An electronic shelf label, which is arranged to be attached to a shelf, preferred to a shelf rail located at the front edge of a shelf floor, more preferred to form the shelf rail by itself and to be directly attached to the shelf floor, the electronic shelf label comprises: a display screen arranged on or as the front wall of the electronic shelf label to display content in the form of a still or video image, the display screen comprises a light source to provide a backlit for the display screen, and an illumination device, which is independently controllable form the light source and arranged to emit light from the electronic shelf label from a different wall than its front wall.

Claims

1. An electronic shelf label (1), which is arranged to be attached to a shelf (16), preferred to a shelf rail (18) located at the front edge of a shelf floor (34), more preferred to form the shelf rail (18) by itself and to be directly attached to the shelf floor (34), the electronic shelf label (1) comprises: a display screen (5) arranged on or as the front wall (2) of the electronic shelf label (1) to display content in the form of a still or video image, the display screen (5) comprises a light source (24) to provide a backlit for the display screen (5), and an illumination device (12), which is independently controllable form the light source (24) and arranged to emit light from the electronic shelf label (1) from a different wall than its front wall (2).

2. The electronic shelf label (1) according to claim 1, further comprises an illumination-controller device (32) that is arranged to control the light emittance of the illumination device (12) dependent on the content displayed on the display screen (5) of the electronic shelf label (1).

3. The electronic shelf label (1) according to claim 1, further comprises an interface (27) to establish a data link with at least another electronic shelf label (1), when it is coupled to said interface (27), and the illumination-controller device is arranged to acquire content-information related to the content displayed by the other electronic shelf label (1), when it is coupled to said interface (27), the illumination-controller device (32) is arranged to control the light emittance of the illumination device (12) dependent on the received content-information.

4. The electronic shelf label (1) according to claim 1, wherein: the illumination device (12) is a LED light bar that comprises a number of, preferred RGB, LEDs (13) arranged in a row, preferred positioned equidistant from each other along its length, and the illumination-controller device (32) is coupled to the LED light bar such that each of the LEDs (13) is individually controllable and or groups of LEDs (13) are group-wise controllable along its length.

5. The electronic shelf label (1) according to claim 1, further comprises a rear wall (14) and a bottom wall (11), and the illumination device (12) is arranged on or integrated into or realizes the bottom wall (11), and—the illumination device (12) is arranged to emit its light from the electronic shelf label (1) from the bottom wall (11), preferred in a direction perpendicular with respect to the bottom wall (11), more preferred in a direction slightly tilted away from the plane of the front wall (1) in direction of the plane of the rear wall (14).

6. A merchandising system (33) that comprises two neighboring shelf floors (34) which are arranged one above the other leaving space free in-between to display goods (35, 36) on at least the lower one of the two neighboring shelf floors (34), and each shelf floor (34) is equipped with an electronic shelf label (1) according to claim 1, and the electronic shelf labels (1) are aligned in a row one above the other.

7. The merchandising system (33) according to claim 6, further comprises a distribution server (28) to digitally distribute an entire set of still images or an entire video film to each of the electronic shelf labels (1), wherein the electronic shelf labels (1) are arranged to digitally store the entire set of still image or the entire video film, and, after the distribution was accomplished, to start playback in synchronism with each other and to maintain synchronism with each other during the playback of the still images of the set of still images or video images of the video film.

8. The merchandising system (33) according to claim 7, wherein each electronic shelf label (1) comprises a playback-controller device (25) that is arranged to playback an image section of the entire still image or entire video image, preferred said image section is pre-defined, more preferred said image section is individual for each of the electronic shelf labels (1), and each electronic shelf label (I) comprises an, interface (27) to establish a data link with the other electronic shelf label (1), when they are coupled with each other, and the illumination-controller device (32) of the electronic shelf label (1) attached to the upper shelf floor (34) is arranged to acquire content-information related to the content displayed on the electronic shelf label (1) attached to the lower shelf floor (34) via the interface (27), and is arranged to control the light emittance of its illumination device (12) dependent on the received content-information.

9. The merchandising system (33) according to claim 8, wherein the illumination-controller device (32) of the electronic shelf label (1) attached to the upper shelf floor (34) is arranged to control the intensity and/or the color of the light emitted by the illumination device (12) such that the emitted light interpolates the intensity and/or the color of the light between the image played back on the electronic shelf label (1) attached to the upper shelf floor (34) and the image played back on the electronic shelf label (1) attached to the lower shelf floor (34).

10. The merchandising system (33) according to claim 9, wherein the illumination-controller device (32) of the electronic shelf label (1) attached to the upper shelf floor (34) is arranged to establish the interpolation for the entire width of the display screen (5).

11. The merchandising system (33) according to claim 9, wherein the illumination-controller device (32) of the electronic shelf label (1) attached to the upper shelf floor (34) is arranged to establish a number of interpolations along the entire width of the display screen (5), wherein a threshold of change in intensity or color of the image displayed is used to discriminate width entities along the entire display screen (5) for which an individual interpolation is established and applied to control the light emission of spatially corresponding sections of the illumination device (12).

12. The merchandising system (33) according to claim 9, wherein the illumination-controller device (12) of the electronic shelf label (1) attached to the upper shelf floor (34) is arranged to establish an individual interpolation for each light emitting element of the illumination device (12), preferred for that part of the display screen (5) that spatially corresponds to the position of the individual light emitting element along the width of the display screen (5).

13. A method for illuminating the space between two neighboring shelf floors (34) which are arranged one above the other leaving space free in-between to display goods (35, 36) on at least the lower one of the two neighboring shelf floors (34), wherein at least the upper shelf floor (34) is equipped with an electronic shelf label (1), which is attached to a shelf (16), preferred attached to a shelf rail (18) located at the front edge of a shelf floor (34), more preferred the electronic shelf label (1) forms the shelf rail (18) by itself and is directly attached to the shelf floor (34), the method comprises the steps of controlling an illumination device (32) of the electronic shelf label (1) independently form a light source (24) of a display screen (5) of the electronic shelf label (1), wherein the display screen (5) is located on the front wall (2) or realizes the front wall (2) of the electronic shelf label (1) and is used to display content in the form of a still or video image, and wherein the light source (24) provides the backlit for the display screen (5), and the illumination device (12) is arranged to emit light from the electronic shelf label (1) from a different wall than the front wall (2) of the electronic shelf label (1) into the space between the two shelf floors (34).

Description

BRIEF DESCRIPTION OF THE FIGURES

[0051] The invention is explained again hereafter with reference to the attached figures and on the basis of exemplary embodiments, which nevertheless do not limit the scope of the invention. In the different figures the same components are labelled with, identical reference numbers. They show in schematic fashion in:

[0052] FIG. 1-3 an electronic shelf label in three perspectives;

[0053] FIG. 4 a block diagram of electronic components of the electronic shelf label;

[0054] FIG. 5 a first embodiment of a merchandising system with a number of such electronic shelf labels;

[0055] FIG. 6 a second embodiment of said merchandising system;

[0056] FIG. 7 a third embodiment of said merchandising system.

DESCRIPTION OF THE EXEMPLARY EMBODIMENTS

[0057] FIG. 1 shows an electronic shelf label 1 indicated as ESL 1 from hereon, of which a front wall 2, a left side wall 3 and a top wall 4 is visible. The front wall 2 shows a display screen 5 used to display a virtual price tag 6. The display screen 5 is realized as an LCD display. The virtual price tag 6 shows price information 7, which is indicated by a rectangular field with a cross in it, and product information 8, which is indicated by wave lines. The ESL 1 shows the virtual price tag 6 in a picture in picture mode covering a background image 9 (not shown in detail here, but see FIG. 7 for details), which may be a still imager or a video image. For the sake of clarity, it is to mention that the virtual price tag 6 and the background image are only displayed in operation of the ESL 1. The ESL 1 further shows connectors (not shown in detail) of a wire-based interface 10 (see FIG. 4 for more details). The wire-based interface 10 allows the supply of electric power. It may also allow data communication either by means of a serial or parallel data bus.

[0058] FIG. 2 shows the ESL 1 in slightly upwardly tilted perceptive when compared with FIG. 1. In this perspective a bottom wall 11 is visible. The bottom wall 11 shows an illumination device 12 for illumination of objects positioned beneath the ELS 1 (see e.g. FIGS. 5, 6 and 7. The illumination device 12 is realized as an RGB-LED light bar for producing light in the visible spectrum. Small circles along the length of light bar indicate the individual RGB-LEDs 13.

[0059] FIG. 3 shows the ESL 1 from its left side. In this perspective a rear wall 14 of the ESL 1 is also indicated. The rear wall 14 comprises a mechanical coupling arrangement 15 for attaching the ESL 1 to a shelf 16, of which only a shelf floor 17 and a shelf rail 18 showing a corresponding coupling arrangement is displayed. In this illustration the coupling arrangements are realized as a rail-like sliding mechanism. However, also other coupling means like snap-in mechanism or screw-based coupling and the like is possible.

[0060] The mentioned walls 2, 3, 4, 11, 14 together with a right side wall 19 form a housing 20 of the ESL 1.

[0061] Further to this, FIG. 3 also shows an electronic circuit 21, which is hosted inside the housing 20 of the ESL 1.

[0062] FIG. 4 now shows more details of the electronic components of the ESL 1. The electronic circuit 21 comprises a programmable device in the form of a micro-controller 22, which is coupled to the illumination device 12 and the display screen 5. Beside its LCD panel 23 the display screen 5 further comprises a light source 24 for producing the backlit required for the operation of the LCD panel 23.

[0063] A first software that is executed on the micro-controller 21 realizes a playback-controller device 25. The playback-controller device 25 controls the playback of a video film via the display screen 5. The video film is stored in form of video data by a memory device 26 (EEPROM) accessible by the micro-controller 22.

[0064] The electronic circuit 21 further comprises a first radio communication interface 27. The radio communication interface 27 allows to receive video data of the entire video film from a distribution server 28, which is shown in FIG. 5. It also allows communication between different ESLs 1.

[0065] The distribution server 28 comprises a second radio communication interface 29, a processing device 30, which may be a microprocessor-based motherboard running a software on it to provide the functions of the distribution server 28, like the radio-based distribution of the video film to all ESLs 1 installed in a retail shop. The processing device is coupled to a storage device 31 which stores amongst various operational data also the video data of the video film.

[0066] Focusing now again on FIG. 4, a second software that is executed on the micro-controller 21 realizes an illumination-controller device 32. The illumination-controller device 32 controls the light generated by the RGB-LEDs of the illumination device independent from the light source 24 of the display screen 5.

[0067] FIG. 5 shows a merchandising system 32, which makes use of the ESLs 1. In the merchandising system 33 a number of neighboring shelf floors 34 which are arranged one above the other leaving space free in-between are equipped with one ESL 1 each. Different types of goods 35, 36 are placed on the shelf floors 33. Each of the wire-based interfaces 10 is connected by wires 37, which are guided along the structure of the shelf 16, with a central power supply 38 of the ESLs 1.

[0068] In operation, after having accomplished the download of the video film from the distribution server 28, the ESLs 1 start the video film playback. If each ESLs 1 was supplied with an individual film, these films may be played back independent from each other. If only one and the same film was distributed to the ESLs 1, they play back the film in synchronism with each other. Synchronous start of playback and maintained synchronism during playback in the group of the ESLs 1 is achieved by means of radio communication between the ESLs 1 via the radio-communication interface 27.

[0069] Independent from the light sources 24 of the display screens 5 of the ESLs 1, the individual illumination devices 12 are now operated to illuminate the space beneath the respective ESL 1. For example, this can be done as follows: [0070] the space beneath the upper most ESL 1 and the ESL 1 attached to the middle shelf 33 (indicated by rectangle 38) is illuminated with light of green color, e.g. to indicate organic products; [0071] the space between the ESL 1 attached to the middle shelf 34 and the lower most shelf 34 (indicated by rectangle 39) is illuminated with light of red color, e.g. to indicate spicy products; and [0072] the floor beneath the lower most shelf floor 34 (indicated by rectangle 40) is illuminated with bright white light, e.g. to make the floor beneath the lowest shelf floor 34 shine.

[0073] The individual illumination-controller devices 32 receive their control commands for setting the appropriate light color and/or brightness of the light to be generated from a central shop management server, e.g. from the distribution server 28, that may also be used to manage inventory and stores the planogram of the retail shop.

[0074] FIG. 6 now shows a further application of the ESLs 1. In this embodiment two shelf floors 34 are shown and three ESLs 1 per shelf floor 34 are attached horizontally next to each other. In total the ESL 1 define a 2×3 matrix of display screens 5. In this example of operation, it is assumed that one and the same film was distributed to each ESL 1. Each ESL 1 was than instructed by the distribution server 28 or any other (remote) control device (not shown) to playback only a section of the entire video image, which corresponds to its position in the 2×3 matrix. Playback is performed in synchronism with each other as explained above. The two groups of ESLs 1 aligned in a daisy-chain on each shelf floor 34 are now used to illuminate areas which are overlapping the individual positions or longitudinal extension of each ESL 1. In this example different rectangles 41-44 indicate illumination areas of individual light color and/or brightness.

[0075] Although not shown in detail it is mentioned that wires 37 are connected to each ESL 1.

[0076] FIG. 7 shows a further embodiment in which the entire video image is split in sections, in the present case in horizontal sections with the suppression of intervening areas. For the sake of clarity is to mention that in FIG. 7 space between the ESLs 1 shows that part of the image that is not visible in reality but left in the FIG. 7 by means of broken lines so to give an impression of the entire image.

[0077] Hence, each ESL 1 plays back its individual pre-defined section (a stripe) of the entire video image. In this example a mountaineering video is played back and, in the moment shown, the video image of: [0078] the display screen 5 of upper most ESL 1 shows on its left side the blue sky and on the right side the top of the mountain with two climbers while the sun sets behind the peak of the mountain; the left picture content is dominated by a bright blue color tone while the right picture content is dominated by bright gray tones. [0079] the display screen 5 of the middle ESL 1 shows some mountains covered with forest in wider distance on its left side and rocks on its right side; the left picture content is dominated by light green color tones while the right part of the picture content is dominated by dark gray tones. [0080] the display screen 5 of the lower most ESL 1 shows some mountains covered with forest in the closer distance and rocks on its right side; the left picture content is dominated by dark green color tones while the right part of the picture content is dominated with very dark gray tones close to black.

[0081] In this embodiment the illumination-controller 32 of the upper most ESL 1 uses the radio-communication interface 27 to go into contact with the Playback-controller 25 of the ESL 1 installed on the middle shelf floor 34. The illumination-controller 32 receives content-information therefrom, which are the color tone and brightness value, and processes it so to produce light by the illumination device 12 of the upper most ESL 1 that has a light green color tone in the left rectangle 45 and a dark gray tone in the right rectangle 46.

[0082] In analogy thereto, the illumination controller device 32 of the middle ESL 1 adjust the light produced by the illumination device 12 of the middle ESL 1 to emit light that has a dark green color tone on its left side (indicated by a rectangle 47) and a very dark gray tone close to black on its right side (indicated by a rectangle 48).

[0083] The lowest ESL 1 cannot acquire any content-information from an ESL arranged below itself because there is none. Therefore, its illumination-controller device 32 adjusts the light emitted by its illumination device 12 to show similar color tones and brightness values as the picture content displayed by its display screen 5 (see rectangle 49 and 50).

[0084] By the aid of this process, picture gaps between the shelf floors 34 are bridged, giving the observer the impression that the shelf reflects the whole picture and even expands the picture down to the ground floor. This effect works well for still image playback but is even more impressive during video playback when the light emitted by the illumination devices 12 dynamically changes as the video playback proceeds. This visually brings life to the shelf 16.

[0085] Finally, let it be noted once again that the figures described in detail above only involve exemplary embodiments, which the expert can modify in a wide variety of ways without departing from the area of the invention. For the sake of completeness, let it also be stated that use of the indeterminate article “a” or “an” does not mean that the respective features cannot be present multiple times.