PI/00/002 Regulation 3.2B AUSTRALIA Patents Act 1990 ORIGINAL COMPLETE SPECIFICATION INNOVATION PATENT Invention Title: Device and method for presenting information The following statement is a full description of this invention, including the best method of performing it known to: 2 DEVICE & METHOD FOR PRESENTING INFORMATION RELATED APPLICATIONS This application claims priority to Australian Innovation Patent Application No. 2009100528 in the name of Stephen Richard Morrison which was filed on 2 5 June 2009, entitled "Shelf Presenter" and the specification thereof is incorporated herein by reference in its entirety and for all purposes. FIELD OF INVENTION The present invention relates to the field of presentation of information in respect of products, particularly presentation at a location where the product is on 10 display for sale. In one form, the invention relates to a device for the presentation of information. In one particular aspect the present invention is suitable for use as a point of sale advertising device. 15 It will be convenient to hereinafter describe the invention in relation to advertising to consumers and salespersons at retail point of sale locations, however it should be appreciated that the present invention is not limited to that use. In particular the present invention includes advertising in its broad sense of disseminating product information, particularly in the area where the product is 20 made available, to any person who has need of that information. This could include for example, storemen requiring information regarding handling of products stacked on shelves in a warehouse. BACKGROUND ART It is to be appreciated that any discussion of documents, devices, acts or 25 knowledge in this specification is included to explain the context of the present invention. Further, the discussion throughout this specification comes about due to the realisation of the inventor and/or the identification of certain related art problems by the inventor. Moreover, any discussion of material such as documents, devices, acts or knowledge in this specification is included to explain 30 the context of the invention in terms of the inventors knowledge and experience and, accordingly, any such discussion should not be taken as an admission that any of the material forms part of the prior art base or the common general 3 knowledge in the relevant art in Australia, or elsewhere, on or before the priority date of the disclosure and claims herein. Advertising is a crucial form of communication for marketers. Typically it communicates information including the name of the product or service and how 5 that product or service could potentially benefit the consumer. Advertising has expanded massively since the commencement of mass production and extended to every form of media. Every visible place presents an opportunity for advertising. For those marketing goods in the retail environment it is often important 10 that crucial comparative or sales information is made available at the point of sale. This area is often inundated with different types of advertising such as posters, brochures and flyers as well as advertising on the products themselves. It is difficult to find space in this environment and create new advertising that will catch the attention of consumers against the background of existing advertising. 15 Furthermore, advertising is not only for the benefit of consumers. Salespeople also require sales information and comparative information to assist and educate consumers. Space on areas such as shelves is at a premium at point of sale because marketers need to make as many products as possible available to consumers. 20 They also need to maximise the use of shelves in the light of the available floor space and its cost. US patents 7,168,195 (Ad-tech LLC) and 6,038,800 (Seidel) describe prior art attempts to make use of the limited space available for advertising at point of sale. Specifically US 7,168,195 and US 6,038,800 relate to a scroll-type 25 advertising device which includes a housing for a windup mechanism which is attached to a sheet member that displays information. The sheet member is wound around a spindle that is operated by the windup mechanism that allows the sheet member to be manually unrolled for viewing, and then automatically retracts into the housing when released. The device may be mounted on an 30 exterior structure such as the front edge of a shelf supporting products within a store.
4 Accordingly there is a need for new advertising initiatives. In particular there is a need for new advertising means that can provide a large print area for detailed sales data presentation. SUMMARY OF INVENTION 5 An object of the present invention is to improve the utilisation of areas available for advertising at a point of sale. A further object of the present invention is to provide an advertising means that better utilises the shelf space currently used for products. A further object of the present invention is to alleviate at least one 10 disadvantage associated with the related art. It is an object of the embodiments described herein to overcome or alleviate at least one of the above noted drawbacks of related art systems or to at least provide a useful alternative to related art systems. In one aspect, the present invention provides a device for presenting 15 product information, the device comprising: a wallet adapted to retain an information panel, the information panel being slidably movable between a first position inside the wallet to a second position for displaying information in which the majority of the panel projects from the wallet but remains engaged with the wallet and at least a portion of the information 20 panel is adapted to be movable between the second position to a third position for displaying further information where the panel presents substantially at least twice the area it presented in the second position, and; attachment means adapted for locating the device adjacent a point of retail display and separate from a product per se. 25 The attachment means is preferably adapted for attaching the device to a portion of a retail shelf adapted for supporting at least one product. Furthermore, the attachment means may be adapted for removably attaching the device adjacent the point of retail display. In another aspect, the present invention provides a method of displaying 30 product information, the method comprising the steps of: retaining product information on a substantially concealed panel located adjacent a point of retail display and separate from a product per se; 4a providing means for a user to slidably move the panel between a first concealed position and a second product information display position; providing means for the user to move a portion of the panel to a third position to substantially increase the area adapted for product information display. 5 In a first aspect of embodiments described herein there is provided an advertising device comprising, a wallet adapted to retain an information panel, wherein the information panel is slidably movable between a first position inside the wallet to a second position in which the majority of the panel projects 10 from the wallet, but remains engaged with the wallet. The advertising device may be further adapted for at least a portion of the information panel to be movable between the second position to a third position wherein the panel reveals at least twice the original area of the wallet and which is suitable for displaying information 15 The advertising device may further comprise a display panel attached to the wallet that includes an eye-catching image, logo, advertising message or the like. Preferably the information panel includes a portion that is visible to consumers when the information panel is in the first position. The portion 20 typically comprises a strip along the leading edge of the information panel that projects slightly from the wallet. Alternatively, or in addition, the wallet may be shaped to reveal a portion of the information panel when it is in the first position. The visible portion may for example comprise a message strip that invites a sales assistant or consumer to simply pull the information panel to slide it from the first 25 position to 5 the second position so that the majority of the panel is visible. The information visible on the panel may include any relevant product information including comparative information. Once the consumer or sales assistant has finished looking at the product 5 information they can easily slide the information panel from the second position to the first position within the wallet. Construction Typically the wallet is comprised of a carton board blank, having form-cut flaps and creases enabling it to be folded and glued to form the wallet. 10 Typically the information panel also comprises a carton board blank having form-cut flaps and creases enabling it to be folded and located in the wallet. This construction of the wallet and information panel conveniently permits flat packing for economical and efficient storage and transport. The information panel may comprise multiple subsidiary panels. For 15 example, when the information panel is in the second position projecting from the wallet it can be unfolded to reveal a secondary or further panels. In this manner the device can present as much information as currently used 'sales presenters' while remaining more aesthetically appealing than 'shelf wobblers' or other point of sale devices advertising of the prior art. 20 The information panel may remain attached to the wallet by any convenient means that does not interfere with its movement between the first and second positions. For example the wallet and information panel may include respective retaining means that interact to prevent disengagement of the information panel from the wallet. Typically the wallet may include an internal retainer flap which 25 engages with a corresponding flap on the information panel to restrict its movement and prevent its removal from the wallet. Typically, when the information panel is in the first position, a portion always remains visible at the front of the device. For example, a small portion may remain protruding from the wallet, or part of the wallet may be cut away to 30 reveal a small portion of the information panel. The visible portion is typically designed to draw attention to the device using eye catching material such as a logo, sales message or an invitation to a consumer or sales assistant to 'pull out for further information'.
6 A display panel comprising printed, laminated, forme-cut cardboard bearing similar information may alternatively, or additionally be used for this purpose. The display panel may be produced in any convenient shape to suit the requirements of the application. For maximum visual impact the display panel 5 may be attached to the front or leading edge of the wallet. The display panel may be integral with the wallet, or attached by any convenient means such as adhesive pads. Location Typically the advertising device of a preferred embodiment of the present 10 invention is attached to the shelves at a retail point of purchase, preferably near the corresponding products. For example the device can be adhered horizontally to the underside of the shelf on which the corresponding products are displayed, or to the underside of the shelf above. Alternatively, the advertising device may be adhered horizontally to the upper surface of a shelf with the corresponding 15 products stacked on top. In yet another alternative the advertising device may be positioned vertically on the shelf, between the products. The advertising device may be attached to a shelf by any convenient means. This may include for example, small pressure sensitive adhesive pads. In one embodiment the advertising device is removably attached to a shelf. In a 20 particularly preferred embodiment the advertising device may be locked, inserted or attached to the data strip on the front edge of the retail shelf. In another aspect of embodiments described herein there is provided a method of advertising comprising the device as described herein, the method including the step of locating the device adjacent a shelf bearing products 25 referred to in information provided by the information panel. In yet another aspect of embodiments described herein there is provided a method of advertising comprising the steps of: retaining product information on a substantially concealed panel adjacent a point of purchase; 30 providing means for a user to slidably move the panel between a first concealed position and a second display position; providing means for preventing the panel from being removed from the point of purchase.
7 Other aspects and preferred forms are disclosed in the specification and/or defined in the appended claims, forming a part of the description of the invention. In essence, embodiments of the present invention stem from the realization that it is possible to use the existing space occupied by a product for 5 advertising by providing a compact, expandable source of advertising information. Advantages provided by the present invention comprise the following: 0 the ability to provide large volumes of product information at a point of sale; * the ability to use the existing product display/storage arrangements 10 without demanding any shelf space beyond what is already occupied by the product; * visual appeal that is readily acceptable in the retail environment; 0 visual impact coupled with the ability to present substantial amounts of information; 15 e low production costs; e the option of construction from fully recyclable materials; e the ability to flat pack for economy of storage and transport; and * latitude to be 'tailored' to a desired size, shape or to comply with other requirements without the need for a large investment in new 20 tooling. Further scope of applicability of embodiments of the present invention will become apparent from the detailed description given hereinafter. However, it should be understood that the detailed description and specific examples, while indicating preferred embodiments of the invention, are given by way of illustration 25 only, since various changes and modifications within the spirit and scope of the disclosure herein will become apparent to those skilled in the art from this detailed description. BRIEF DESCRIPTION OF THE DRAWINGS Further disclosure, objects, advantages and aspects of preferred and other 30 embodiments of the present application may be better understood by those skilled in the relevant art by reference to the following description of embodiments 8 taken in conjunction with the accompanying drawings, which are given by way of illustration only, and thus are not limitative of the disclosure herein, and in which: - Figure 1 illustrates one embodiment of the wallet of the present invention; 5 - Figure 2 illustrates one embodiment of the information panel suitable for use with the wallet of Figure 1; - Figure 3 illustrates adhesive means for attaching the wallet of Figure 1 to a surface; - Figure 4 illustrates the method of using the information panel of 10 Figure 2 in combination with the wallet of Figure 1. DETAILED DESCRIPTION In a preferred embodiment, the device consists of three parts namely the wallet, the information panel and the display panel. Each of these components is typically manufactured from solid fibre folding cardboard, that is printed, plastic 15 laminated, forme-cut, creased, glued and finally assembled. The wallet is manufactured from a printed forme-cut cardboard blank (1) as shown in Figure 1(a) having flaps (2a, 2b) and creases to enable it to be folded as shown in Figures 1(b) and 1(c) and glued into a flat configuration with an internal retainer flap (3) as shown in Figure 1(c). 20 Similarly, the information panel is manufactured from a printed forme-cut cardboard blank as shown in Figure 2(a) that is creased so that the secondary panel (12) can be folded over the primary panel (14) as shown in Figure 2(b). When the information panel is folded completely flat as shown in Figure 2(c) it can be inserted into the wallet. 25 The information panel includes a retainer flap (16) that in use can engage with a corresponding internal retainer flap (3) of the wallet. It is to be noted that figures 2(b) and 2(c) illustrate flap 16 folding in the direction as shown for ease of reference, however, it will be appreciated by the person skilled in the art that flap 16 is also adapted for folding in the opposite direction to that shown in figures 30 2(b) and 2(c) to enable it to engage retainer flap 3 of the wallet, Engagement of the retainer flaps (3, 16) restricts movement of the information panel, so that once the information panel is inserted in the wallet the information panel is free to slide 8a within the wallet between the first and second positions, but will not during normal use be able to be inadvertently pulled out of the wallet. The assembled device may be located in any convenient position on, above or below the shelves at a point of purchase. When located on the shelf the 5 device may be vertically oriented on the shelf, held securely in position by small 9 self-adhesive pad/s (18a, 18b) (Figure 3) on the rear of the wallet (1) that attach the device to the wall adjacent the shelf, When located under the shelf the wallet may include a strip (5) at its leading edge that can be inserted into the data strip on the front edge of the retail 5 shelf. Alternatively, any portion of the device, not necessarily only the wallet, may be adapted, for example, by way of including a strip for insertion into the data strip of the front edge of a shelf such that the device may be adapted for attachment to a data strip of a retail shelf to provide support for the device. The front edge of shelves at retail point of sale often incorporate clear plastic data 10 strips for holding labels showing product names, barcodes and prices. The device can then be tilted up under the shelf and self adhesive pads can be used to secure the device to the underside of the shelf. A display panel (18) can then be attached to the strip (5). A portion (20) of the information panel always remains visible at the front of the wallet (Figure 4(a)) and invites the sales assistant or 15 consumer to simply "pull for further information". Alternatively the strip (5) can facilitate attachment of the device on or under a shelf. In use, the foremost edge of the information panel can be grasped and drawn out of the wallet to the full limit of its travel from the wallet. Initially, as 20 shown in Figure 4(b) only the upper surface of secondary panel (12) can be seen because it is folded over and conceals the primary panel (14). However, the information panel is movable between the second position, where the majority of the panel projects from the wallet and in this instance primary panel (14) is concealed, to a third position wherein the panel can be further folded out to reveal 25 at least twice the original area of the wallet and which is suitable for displaying a relatively large amount of information. Unfolding the secondary panel (12) reveals the primary panel (14) (Figures 4(c)). Both surfaces of the secondary panel and the uppermost surface of the primary panel may be printed with sales, product or comparative information. 30 The information panel can then either be easily pushed back into the wallet, or the secondary panel can be left exposed as a shelf display (Figure 4(d)). The durable nature of the construction and the materials used is such that 10 there are various options for configuration of the device thus giving it a service life appropriate to the application and cost. While this invention has been described in connection with specific embodiments thereof, it will be understood that it is capable of further 5 modification(s). This application is intended to cover any variations uses or adaptations of the invention following in general, the principles of the invention and including such departures from the present disclosure as come within known or customary practice within the art to which the invention pertains and as may be applied to the essential features hereinbefore set forth. 10 As the present invention may be embodied in several forms without departing from the spirit of the essential characteristics of the invention, it should be understood that the above described embodiments are not to limit the present invention unless otherwise specified, but rather should be construed broadly within the spirit and scope of the invention as defined in the appended claims. 15 The described embodiments are to be considered in all respects as illustrative only and not restrictive. Various modifications and equivalent arrangements are intended to be included within the spirit and scope of the invention and appended claims. Therefore, the specific embodiments are to be understood to be illustrative of the 20 many ways in which the principles of the present invention may be practiced, In the following claims, means-plus-function clauses are intended to cover structures as performing the defined function and not only structural equivalents, but also equivalent structures. For example, although a nail and a screw may not be structural equivalents in that a nail employs a cylindrical surface to secure 25 wooden parts together, whereas a screw employs a helical surface to secure wooden parts together, in the environment of fastening wooden parts, a nail and a screw are equivalent structures. "Comprises/comprising" and "includes/including" when used in this specification is taken to specify the presence of stated features, integers, steps or 30 components but does not preclude the presence or addition of one or more other features, integers, steps, components or groups thereof. Thus, unless the context clearly requires otherwise, throughout the description and the claims, the words 'comprise', 'comprising', 'includes', 'including' and the like are to be 11 construed in an inclusive sense as opposed to an exclusive or exhaustive sense; that is to say, in the sense of "including, but not limited to".