Electronic shelf labels and shelf lighting

Abstract

An electronic shelf label (1) is arranged to be attached to a shelf (16), preferably to a shelf rail located at the front edge of a shelf layer, more preferably to form the shelf rail itself and be attached directly to the shelf layer, the electronic shelf label comprising: a display screen (5) arranged on or as the front wall of the electronic shelf label, displaying content in the form of static or video images, the display screen comprising a light source (24) providing backlight for the display screen; and a lighting device (12) which is controllable independently of the light source and is arranged to emit light from the electronic shelf label from a wall different from its front wall.

Description

[0001] The present invention relates to a device for shelf lighting. Background Art

[0002] A known system including an electronic shelf lighting device and a control device for controlling the shelf lighting device is known from Korean patent application KR 20180070164 (A). The application discloses a lighting device arranged on a ceiling of a store and a controller for controlling the lighting device.

[0003] Mounting lighting equipment on the ceiling presents some significant drawbacks, such as shadowing caused by the shelf structure or by customers standing in front of or walking along the shelves. Furthermore, focusing the light beam emitted by the lighting equipment on certain products or product groups can be difficult, or even impossible, as the light beam is typically circular, while the products or product groups are typically arranged in a rectangular pattern on the shelf or shelves. In this context, the resulting light beam often lacks variability, for example, in its diameter, orientation, or shape, as well as its demarcation from non-illuminated environments or environments that should not be illuminated. These drawbacks can only be overcome by installing expensive lighting equipment, such as those used in theaters, and also by expensive control equipment. However, operating such equipment requires a certain level of user skill, which is rarely available in retail stores. Therefore, equipping a retail store's entire shelf structure with such technology would naturally conflict with the cost requirements of retail store operators. Typically, relatively inexpensive equipment is desired. Finally, such equipment should also be easy, preferably automated, and inexpensive to operate. There is a particular demand for cost optimization, both in terms of cumulative energy consumption over the equipment's lifetime and in terms of one-time installation, recurring maintenance, and labor costs.

[0004] It is an object of the present invention to provide an electronic shelf lighting device that avoids the problems discussed above. Summary of the Invention

[0005] This object is achieved by a system according to an embodiment of the present application. The subject of the present invention is therefore an electronic shelf label (ESL) arranged to be attached to a shelf, preferably to a shelf rail located at the front edge of a shelf floor, more preferably forming the shelf rail itself and being directly attached to the shelf floor, the ESL comprising: a display screen arranged on or as the front wall of the ESL, displaying content in the form of still or video images, the display screen including a light source providing backlighting for the display screen; and a lighting device controllable independently of the light source and arranged to emit light from the ESL from a wall different from its front wall.

[0006] The present invention also achieves this objective. Therefore, the subject of the present invention is a sales system comprising two adjacent shelf levels, the two adjacent shelf levels being arranged one above the other with a free space between them for displaying merchandise on at least the lower of the two adjacent shelf levels, and each shelf level being equipped with an electronic shelf label according to an embodiment of the present invention, the electronic shelf labels being arranged in a row one above the other.

[0007] This object is also achieved by embodiments of the present application. The subject of the present invention is therefore a method for illuminating the space between two adjacent shelf levels, the two adjacent shelf levels being arranged one above the other with a free space between them for displaying merchandise on at least the lower of the two adjacent shelf levels, wherein at least the upper shelf level is equipped with an electronic shelf label, which is attached to the shelf, preferably to a shelf rail located at the front edge of the shelf level, more preferably, the electronic shelf label itself forming the shelf rail and being directly attached to the shelf level, the method comprising the step of controlling a lighting device of the electronic shelf label independently of a light source of a display screen of the electronic shelf label, wherein the display screen is located on or forms the front wall of the electronic shelf label and is used to display content in the form of still or video images, and wherein the light source provides backlighting for the display screen, and the lighting device is arranged to emit light from the electronic shelf label into the space between the two shelf levels from a wall different from the front wall of the electronic shelf label.

[0008] The measures according to the invention provide a number of advantages, which are (listed in a non-exhaustive manner):

[0009] Shadow effects caused by customers walking along or standing in front of shelves are completely avoided because the lighting is integrated into the structure of the electronic shelf label attached to the front edge of the shelf layer. In this position, the electronic shelf label is positioned directly above and even slightly in front of the products placed on the shelf layer below the shelf layer with the electronic shelf label. This ensures perfect illumination of the products.

[0010] Due to the proximity between the ESL and the product to be illuminated, it is no longer a problem or even a requirement to focus the light beam at a greater distance or even to demarcate areas that should not be illuminated. Rather, it is sufficient if the product is illuminated regionally.

[0011] - Initial installation costs are significantly reduced, as duplicate infrastructure is no longer required (one for lighting and one for ESL operation). Instead, only one infrastructure must be installed, which is the infrastructure for the ESL.

[0012] - As a result, maintenance costs are also reduced by avoiding the need for separate lighting installations. Maintenance expenses will only be incurred for the ESL infrastructure.

[0013] Furthermore, the variability or flexibility of the lighting possibilities themselves is also significantly improved.

[0014] This relates, on the one hand, to product lighting that can be freely adjusted (eg with regard to the instantaneous modulation of light intensity or light color or the aforementioned parameters).

[0015] This also relates to the additional benefits that can be achieved by integrating the lighting devices into the total number of electronic shelf labels installed throughout a retail store. In particular, background lighting, or lighting the entire store during closing hours, can be easily achieved. Furthermore, such (off-hours) lighting of a retail store can be achieved with extremely low power consumption, particularly through the use of relatively low-power lighting devices such as LEDs. In fact, the lighting devices can operate independently of the display screen, particularly independently of its relatively bright light source, which also consumes a lot of energy during operation. "Independently operable" herein also refers to an operating mode in which the display screen, including its light source, is completely shut down. Only the lighting devices remain in operation, for example in a heavy or dimmable operating mode with extremely low power consumption. Furthermore, operating only a portion of the installed electronic shelf labels in such a mode, while shutting down the remaining electronic shelf labels, further reduces power consumption. Overall, this results in lasting and sustainable energy savings in the operation of the retail store. As described above, the total number of lighting devices used to illuminate the store's electronic shelf labels forms a backlighting system for the retail store.

[0016] In addition to this, for groups of lighting fixtures, pulsing the intensity or changing the color on all lighting fixtures synchronously or sequentially will result in an eye-catching effect and trigger the attention of potential customers passing by the store.

[0017] Individual lighting devices, all of which can be controlled individually—on the one hand, with respect to the content displayed on the video screen of the electronic shelf label to which they belong, and on the other hand, independently of each other—can also be used to highlight a certain product or product group compared to other products by generating special lighting effects for that product or product group. For example, color codes can also be assigned to certain categories of products. Here, it would be possible to use red for meat products, or white for cleaning products. Operating the sum of the lighting devices installed on a specific shelf with multiple (e.g., 6) shelf levels and extending along a certain width (e.g., 5 meters) would provide customers in the retailer's store with a precisely demarcated visual indicator. The entire shelf, with all its products placed therein, would appear as a colored wall or structure that has a relatively high degree of visual impact or appeal for a product group or certain offers in the retailer's store.

[0018] Furthermore, it would also be possible to equip all or only some of the individual lighting devices along the shelf layers with perishable products with UV light sources (e.g. UV-LEDs). This would have a disinfecting effect and could extend the shelf life of perishable products.

[0019] The total number of lighting fixtures installed in a retailer's store can also be used to mark the path to a particular shelf or product. This feature can be achieved by turning on only those lighting fixtures that form a line, indicating the path to follow. This feature can also be achieved by turning the lighting fixtures in a line on and off continuously. In addition, flashing groups of lighting fixtures or illuminating only one point in the store can be used to highlight a section of a shelf or an entire shelf line.

[0020] This operating mode can help customers locate a particular product. It can also be helpful for retail store employees, for example, to be immediately directed to shelves requiring employee action. Empty locations on the shelves can be illuminated, for example, using a specific color code, to make them easier for staff to find. Confirmation of the filling / restocking of that location can be communicated to the relevant ESL via its user interface. For example, this can be done using an employee's touch or NFC communication with an employee's NFC-enabled device. Thereafter, normal lighting of the relevant location resumes.

[0021] However, it is also possible to use a special type of light that does not disturb a normal customer or is not recognizable to him. Such light can be, for example, UV light or polarized light. However, for employees, this special light can be seen with the help of glasses or any other device to detect light sources that are invisible to the human eye. Such devices (e.g., smartphones or tablet computers, etc.) can have light sensors and perform the application of camouflaged roads by measuring / detecting light via the light sensors. Of course, this type of lighting can also be used for other management tasks. For example, this includes showing where there are expired products that need to be removed from the shelves, etc.

[0022] Furthermore, highlighting locations on the shelf by means of special lights (visible color codes / color sequences / light visible only with special glasses / ...) can also serve as an orientation or navigation aid for the retailer's employees (in-store pickers) who prepare shopping baskets for customers.

[0023] Furthermore, the path to the emergency exit can also be marked with the aid of such an operating mode.

[0024] In summary, the electronic shelf label itself implements shelf lighting or store lighting or floor lighting, depending on the selected application.

[0025] Further particularly advantageous embodiments and developments of the present invention are described below. It should be noted that certain features can be transferred to other categories after appropriate adaptation and achieve the same effect there. Furthermore, it should be understood that the use of the phrase "... is arranged to..." should be understood as referring to mechanical, structural, or other technical features, technical features formulated in a functional manner, or also technical designs implemented, for example, with the aid of computers or electronic hardware, or even software-based features in the context of computer-implemented inventions, which are based on program code executed on programmable computer hardware to achieve a specific function or effect.

[0026] The content displayed by the ESL may be any type of advertising and / or product specific information, like pricing information or product descriptions.

[0027] In addition to the aforementioned applications and embodiments in the context of the specific features of independently controllable lighting devices, the electronic shelf label further includes a lighting controller device. The lighting controller device is arranged to control the light emittance of the lighting device depending on the content displayed on the display screen of the electronic shelf label. This is achieved by processing content information describing the content displayed on its own display screen. This feature allows the color or intensity of the light used for the lighting to be adjusted similarly to the content displayed on the display screen.

[0028] According to another particularly preferred embodiment, the electronic shelf label includes an interface that establishes a data link with at least one other electronic shelf label when the interface is coupled to the at least one other electronic shelf label; and a lighting controller device that is arranged to retrieve content information from the other electronic shelf label when coupled to the interface. Again, the content information describes the displayed content, but in this case displayed by the display device of the other electronic shelf label. Thus, the retrieved content information is related to the content displayed by the other electronic shelf label. Advantageously, the lighting controller device is arranged to control the light emittance of the lighting device depending on the received content information.

[0029] Content information is created by analyzing the playback image. This is performed within the corresponding electronic shelf label (ESL) or by a lighting controller device, a playback controller device used to control playback within the ESL, or a separate dedicated device. Specifically, the dominant hue and / or denominating brightness of the playback image is calculated across the width of the display. This can be performed at a desired granularity, which should correspond to the technical specifications of the lighting equipment.

[0030] If the lighting device uses the content information of the playback image on its own display screen, it creates content information for the lower portion of the image displayed on the display screen, as this portion of the image is close to the lighting device. This allows the lighting device to produce light with a similar hue or brightness to the lower portion of the playback image. The created content information is represented by content information data and is either processed within the electronic shelf label or submitted to other electronic shelf labels via the interface.

[0031] If the lighting device installed in an electronic shelf label uses content information of an image played back by a display screen of an electronic shelf label installed below the electronic shelf label (the display screen is installed within the electronic shelf label), content information is created for the upper portion of the displayed image. This portion of the image is located near the lighting device installed in the electronic shelf label above the electronic shelf label containing the display screen. By doing so, the lighting device of the upper electronic shelf label can generate light having a similar hue or brightness as the upper portion of the image played back on the display screen of the lower electronic shelf label.

[0032] However, according to another embodiment, it is possible for the upper of the two electronic shelf labels to be aware of the image being played back by the lower electronic shelf label. This can be achieved by submitting image data not only to the lower electronic shelf label but also to the upper electronic shelf label. In this scenario, the upper electronic shelf label can analyze the image being played back by the lower electronic shelf label and control its own lighting device without exchanging any data with the lower electronic shelf label. However, synchronization in the playback of the two images by the two electronic shelf labels is a key point in this operation.

[0033] These features are particularly important for systems in which, for example, playback of a single video is distributed across multiple electronic shelf labels, with each electronic shelf label playing only a segment of the video image, and playback is synchronized across the electronic shelf labels. Different electronic shelf labels learn about their respective playback states by exchanging them within the group of electronic shelf labels, for example, via a bus system or radio communication link. The playback states are used for synchronization within the group of electronic shelf labels without requiring intervention from an external entity, such as a server.

[0034] In general, the lighting device can be implemented in various ways. For example, it is possible to implement it as an organic light emitting diode (OLED) strip, or even as an OLED display. However, considering the relatively high price of such OLEDs, it is advantageous to implement the lighting device as an LCD display, or even more cost-effectively as an LED light strip comprising a plurality of preferably red, green, and blue (RGB) LEDs arranged in a row, preferably positioned equidistant from one another along its length, and a lighting controller device coupled to the LED light strip and arranged so that each LED is individually controllable and / or the LED groups are controllable group by group along its length. Such different embodiments of the lighting device can extend along the entire width of the electronic shelf label, or in less preferred embodiments, only along a portion of said width.

[0035] Depending on the specific application of the electronic shelf label, the lighting device may be arranged to emit its light from any other wall of the electronic shelf label display besides the front wall.

[0036] According to a preferred embodiment, the electronic shelf label includes a rear wall and a bottom wall, and the lighting device is arranged on, integrated into, or embodies the bottom wall. The lighting device is arranged to emit light from the electronic shelf label from the bottom wall, preferably in a direction perpendicular to the bottom wall, and more preferably in a direction slightly tilted away from the plane of the front wall along the plane of the rear wall. Thus, the electronic shelf label is ideally suited for illuminating areas located directly below or slightly offset to the rear of the electronic shelf label, such as when merchandise is positioned on a shelf below the electronic shelf label. If the lighting device is mounted in the plane of the bottom wall, its primary illumination direction is typically perpendicular to the plane of the bottom wall. Of course, around this primary illumination direction, the illuminated area widens conically with distance from the lighting device. Therefore, the bottom wall can be oriented perpendicular to the front wall, or slightly tilted to the rear to form an acute angle between the front and bottom walls. However, this can also be achieved by aligning the front and bottom walls at a 90° angle, with the mounting plane of the lighting device offset from the plane of the bottom wall, forming an acute angle between the plane of the lighting device and the front wall.

[0037] This embodiment is particularly interesting if the electronic shelf labels are used in the invented sales system. Such a sales system comprises (at least) two adjacent shelf levels, arranged one above the other with a free space between them for displaying merchandise on at least the lower of the two adjacent shelf levels. Each shelf level is equipped with an electronic shelf label according to the invention, and the electronic shelf labels are arranged in a row, one above the other. In this configuration, the electronic shelf label installed on the upper shelf level can perfectly illuminate the shelf level below it or the products displayed on that shelf level.

[0038] The sales system may further include a distribution server that digitally distributes a complete set of still images or an entire video movie to each electronic shelf label. In order to process the collection of still images or the entire video movie independently of the server (without any two-way communication or receiving any synchronization signals from the server, etc.), the electronic shelf labels are arranged to digitally store the complete set of still images or the entire video movie and, after distribution is complete, begin playback in synchronization with one another and maintain synchronization with one another during playback of the still images in the collection of still images or the video images in the video movie.

[0039] This can be performed according to the measures as explained on pages 2 to 8 of the text of international patent application PCT / EP2017 / 078844 originally filed on November 10, 2017, which is incorporated herein by reference.

[0040] How playback is performed depends on the specific application of the sales system. It is generally possible to play back the same still image or video image on all display screens. To address various applications and different scenarios, all involved display screens can be used to play back an entire still image or an entire video image distributed across multiple display screens in image segments. Each electronic shelf label includes a playback controller device coupled to or integral to the display screen. An embodiment of the playback controller device is configured to play back image segments within the entire still image or video image. Preferably, the image segments are predefined, and more preferably, the image segments are unique for each electronic shelf label. This allows still image strips or video image strips to be displayed on different display screens, such that the individual strips are assembled into the entire still image or video image. It also allows different still image or video image strips to be shown on different display screens, with other intermediate image strips or other video strips that, together with the displayed image or video strip, form the entire still image or video image being blanked.

[0041] Furthermore, at least two electronic shelf labels are coupled to one another by means of the aforementioned interface.

[0042] In particular, according to the configuration of the sales system of the present invention, the lighting controller device of the electronic shelf label attached to the upper shelf layer is configured to obtain content information related to the content displayed on the electronic shelf label attached to the lower shelf layer via an interface, and is configured to control the light emittance of its lighting device (which is the lighting device controlled by the lighting controller within the electronic shelf label) based on the received content information. Based on its upper position in the relationship between the two electronic shelf labels, it illuminates the space below its lighting device, which, in the context of content playback, is either an empty shelf layer or a product placed on the shelf layer.

[0043] Specifically, the lighting controller device of the electronic shelf label attached to the upper shelf layer is configured to control the intensity and / or color of the light emitted by the lighting device so that the emitted light interpolates the intensity and / or color between the image displayed on the electronic shelf label attached to the upper shelf layer and the image displayed on the electronic shelf label attached to the lower shelf layer. This allows the physical gap between the two display screens, and thus the physical gap between the two stacked shelf layers to which the electronic shelf labels are attached, to be visually narrowed, hidden, or closed. This effect is achieved by illuminating the gap with light having an intensity and / or color background and using the displayed image. In terms of customer perception, the lighting results in an optimal visual match between the image gaps shown on the two display screens of adjacent electronic shelf labels.

[0044] There are different possibilities regarding the granularity or complexity of the illumination of the gaps between display screens.

[0045] According to a less complex embodiment, the lighting controller device attached to the electronic shelf label of the upper shelf layer is arranged to create an interpolation of the entire width of the display screen. This means that only one parameter is used to describe the intensity or color, or even both.

[0046] In a more advanced embodiment, the lighting controller device attached to the electronic shelf label on the upper shelf level is arranged to establish multiple interpolations across the entire width of the display screen, wherein a threshold for change in intensity or color of the displayed image is used to identify width entities across the entire display screen, for which separate interpolations are established and applied to control light emission for spatially corresponding segments of the lighting device. This allows for a more refined process of generating light intensity and / or hue for light emitted along the screen.

[0047] In a most advanced embodiment, the lighting controller device of the electronic shelf label attached to the upper shelf tier is configured to create a separate interpolation for each light-emitting element of the lighting device, preferably for that portion of the display screen that corresponds to the position of the individual light-emitting elements along the width of the display screen. This is where the highest degree of granularity in the generated illumination light is used. Granularity is defined by the number of light-emitting elements of the lighting device along the width of the display screen and / or the distance between such light-emitting elements of the lighting device.

[0048] Features of the invention can be implemented by means of pure hardware or programmable hardware on which software is executed, for example a microprocessor, a microcontroller or a dedicated circuit with a memory device storing software and / or operating data will come into consideration.

[0049] The electronic shelf labels and their displays are powered by a centralized or distributed power supply. Power is supplied via cables. Battery-powered systems are also possible.

[0050] These and other aspects of the invention are apparent from the figures discussed below. BRIEF DESCRIPTION OF THE DRAWINGS

[0051] The present invention will be explained again below based on exemplary embodiments with reference to the accompanying drawings, which however do not limit the scope of the invention. In different figures, identical components are marked with identical reference numerals. They are shown schematically in the following:

[0052] Figure 1-3 It is an electronic shelf label from three perspectives;

[0053] Figure 4 is a block diagram of the electronic components of an electronic shelf label;

[0054] Figure 5 is a first embodiment of a merchandising system having a plurality of such electronic shelf labels;

[0055] Figure 6 is a second embodiment of the sales system;

[0056] Figure 7 This is the third embodiment of the sales system.

[0057] Description of Exemplary Embodiments

[0058] Figure 1 An electronic shelf label 1, indicated here as ESL 1, is shown, of which a front wall 2, a left side wall 3 and a top wall 4 are visible. The front wall 2 shows a display screen 5 for displaying a virtual price label 6. The display screen 5 is implemented as an LCD display. The virtual price label 6 shows price information 7, which is indicated by a rectangular area with a cross therein, and product information 8, which is indicated by a wavy line. The ESL 1 shows the virtual price label 6 in a picture in picture mode overlaying a background image 9 (not shown in detail here, but see for details). Figure 7 ), the background image 9 can be a still image or a video image. For the sake of clarity, it is mentioned that the virtual price tag 6 and the background image are only displayed during operation of the ESL 1. The ESL 1 further shows a connector (not shown in detail) for a wired-based interface 10 (for more details see Figure 4 The wire-based interface 10 allows for power supply. It can also carry out data communication by means of a serial or parallel data bus.

[0059] When with Figure 1 When compared, Figure 2The ESL 1 is shown in a slightly upwardly tilted view. In this view, the bottom wall 11 is visible. The bottom wall 11 shows a lighting device 12 for illuminating an object positioned below the ESL 1 (see, for example, Figure 5 、 Figure 6 and Figure 7 ). The lighting device 12 is implemented as an RGB-LED light bar for generating light in the visible spectrum. Small circles along the length of the light bar indicate individual RGB-LEDs 13.

[0060] Figure 3 ESL 1 is shown from its left side. Also shown in this perspective is the rear wall 14 of ESL 1. Rear wall 14 includes a mechanical coupling arrangement 15 for attaching ESL 1 to a shelf 16, of which only shelf tiers 17 and shelf rails 18 are shown, illustrating the corresponding coupling arrangement. In this illustration, the coupling arrangement is implemented as a sliding mechanism similar to a rail. However, other coupling means are also possible, such as a snap-fit mechanism or a screw-based coupling.

[0061] The mentioned walls 2 , 3 , 4 , 11 , 14 together with the right side wall 19 form the housing 20 of the ESL 1 .

[0062] besides, Figure 3 Also shown is the electronic circuit 21 , which is carried inside the housing 20 of the ESL 1 .

[0063] Figure 4 More details of the electronic components of the ESL 1 are now shown. The electronic circuit 21 comprises a programmable device in the form of a microcontroller 22, which is coupled to the lighting device 12 and the display screen 5. The display screen 5 further comprises a light source 24 in addition to its LCD panel 23 for generating the backlight required for the operation of the LCD panel 23.

[0064] The first software executed on the microcontroller 21 implements a playback controller device 25. The playback controller device 25 controls the playback of the video movie via the display screen 5. The video movie is stored in the form of video data by a memory device 26 (EEPROM) accessible by the microcontroller 22.

[0065] The electronic circuit 21 further comprises a first radio communication interface 27. The radio communication interface 27 allows receiving the video data of the entire video movie from a distribution server 28, as in Figure 5 It also allows communication between different ESL 1.

[0066] Distribution server 28 includes a second radio communication interface 29, a processing device 30, which may be a microprocessor-based motherboard running software to provide the functionality of distribution server 28, similar to distributing a video movie over the air to all ESLs 1 installed in a retail store. The processing device is coupled to a storage device 31, which stores, among other operational data, the video data of the video movie.

[0067] Now focus again on Figure 4 , the second software executed on the microcontroller 21 implements a lighting controller device 32. The lighting controller device 32 controls the light generated by the RGB-LEDs of the lighting device independently of the light source 24 of the display screen 5.

[0068] Figure 5 A sales system 32 using an ESL 1 is shown. In the sales system 33, a plurality of adjacent shelf levels 34 are arranged one above the other with free space between them, wherein each shelf level is equipped with an ESL 1. Different types of merchandise 35, 36 are placed on the shelf levels 33. Each wire-based interface 10 is connected to a central power supply 38 of the ESL 1 via a wire 37 that is guided along the structure of the shelf 16.

[0069] In operation, after downloading a video movie from the distribution server 28, the ESL 1 begins playback of the video movie. If each ESL 1 is supplied with a separate movie, these movies can be played back independently of one another. If only one identical movie is distributed to each ESL 1, they play back the movie in sync with one another. Synchronous playback initiation and maintenance of synchronization during playback within the group of ESLs 1 is achieved by radio communication between the ESLs 1 via the radio communication interface 27.

[0070] Independently of the light sources 24 of the display screens 5 of the ESLs 1, individual lighting devices 12 are now operated to illuminate the space below the respective ESLs 1. This can be done, for example, as follows:

[0071] - the space below the uppermost ESL 1 and the ESL 1 attached to the intermediate shelf 33 (indicated by rectangle 38) is illuminated with green light, e.g. to indicate organic products;

[0072] - the space between the ESL 1 attached to the middle shelf 34 and the lowermost shelf 34 (indicated by rectangle 39) is illuminated with red light, e.g. to indicate spicy products; and

[0073] - Illuminating the layer below the bottommost shelf 34 (indicated by rectangle 40) with bright white light, for example to cause the layer below the bottommost shelf layer 34 to glow.

[0074] The individual lighting 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 store management server (e.g., from the distribution server 28), which may also be used, for example, to manage inventory and store planograms for the retail store.

[0075] Figure 6 Another application of the ESL 1 is now shown. In this embodiment, two shelf layers 34 are shown, and the three ESLs 1 of each shelf layer 34 are attached horizontally close to each other. In general, the ESLs 1 define a 2×3 matrix of the display screen 5. In this operating example, it is assumed that one and the same movie is distributed to each ESL 1. Each ESL 1 is then instructed by the distribution server 28 or any other (remote) control device (not shown) to replay only a segment of the entire video image, which corresponds to its position in the 2×3 matrix. As explained above, the playback is performed synchronously with each other. Now, two groups of ESLs 1 arranged in a daisy-chain on each shelf layer 34 are used to illuminate areas that overlap with the individual positions or longitudinal extensions of each ESL 1. In this example, the different rectangles 41-44 indicate the illumination areas of individual light colors and / or brightness.

[0076] Although not shown in detail, it is mentioned that a wire 37 is connected to each ESL 1 .

[0077] Figure 7 A further embodiment is shown in which the entire video image is split into segments, in this case horizontal segments with the middle area suppressed. Figure 7 It is to be mentioned that the space between ESL 1 is shown which is not visible in reality but is Figure 7 The part of the image that is left out with the help of dotted lines in order to give the impression of a complete image.

[0078] Therefore, each ESL 1 plays back a separate predefined segment (strip) of its entire video image. In this example, a mountain climbing video is played back, and at the moment shown, the video image is:

[0079] - Display screen 5 of the topmost ESL 1 shows a blue sky on its left side and a mountain top with two climbers on its right side, while the sun sets behind the mountain's peak; the left picture content is dominated by bright blue tones, while the right picture content is dominated by bright grey tones.

[0080] - Display screen 5 of the middle ESL 1 shows some mountains covered by a forest in a wider distance on their left side and rocks on their right side; the left picture content is dominated by light green tones, while the right part of the picture content is dominated by dark grey tones.

[0081] - Display screen 5 of the bottom ESL 1 shows some mountains covered by a forest in the closer distance and rocks on the right side thereof; the left picture content is dominated by dark green tones, while the right part of the picture content is dominated by very dark grey tones approaching black.

[0082] In this embodiment, the lighting controller 32 of the topmost ESL 1 contacts the playback controller 25 of the ESL 1 mounted on the middle shelf layer 34 using the radio communication interface 27. The lighting controller 32 receives content information therefrom, which is hue and brightness values, and processes it so that light is produced by the lighting device 12 of the topmost ESL 1, which has a light green hue in the left rectangle 45 and a dark grey hue in the right rectangle 46.

[0083] Similarly, the lighting controller device 32 of the middle ESL 1 adjusts the light produced by the lighting device 12 of the middle ESL 1 to emit light having a dark green hue on its left side (indicated by rectangle 47) and a very dark gray hue close to black on its right side (indicated by rectangle 48).

[0084] The bottommost ESL 1 cannot obtain any content information from the ESL arranged below it, because there is none there. Therefore, its lighting controller device 32 adjusts the light emitted by its lighting device 12 to show similar hues and brightness values to the picture content displayed by its display screen 5 (see rectangles 49 and 50).

[0085] By this process, the image gaps between shelf layers 34 are bridged, giving the viewer the impression that the shelf reflects the entire image and even extends the image down to the bottom layer. This effect works well for still image playback, but it is even more impressive during video playback when the light emitted by lighting device 12 changes dynamically as the video playback progresses. This visually brings shelf 16 to life.

[0086] Finally, let us point out once again that the figures described in detail above relate only to exemplary embodiments that can be modified in various ways by experts without departing from the scope of the present invention. For the sake of completeness, it should also be stated that the use of the indefinite article "a" or "an" does not mean that the corresponding feature cannot appear more than once.

Claims

1. An electronic shelf label (1), arranged to be attached to a shelf (16), the electronic shelf label (1) comprising: - a display screen (5) arranged on or as the front wall (2) of the electronic shelf label (1) and displaying content in the form of still or video images, the display screen (5) comprising a light source (24) for providing backlighting for the display screen (5); - a lighting device (12) which can be controlled independently of the light source (24) and is arranged to emit light from a wall of the electronic shelf label (1) other than its front wall (2); - an interface (27) to establish a data link with another electronic shelf label (1) attached to the lower shelf layer (34); and - a lighting controller device (32) arranged to acquire content information related to content displayed by a display screen (5) of another electronic shelf label (1) attached to a lower shelf layer (34), and to control the intensity and / or color of light emitted by the lighting device (12) depending on the received content information, so that the emitted light visually narrows, hides or closes a physical gap between an image played back on the display screen (5) of the electronic shelf label (1) attached to the upper shelf layer (34) and an image played back on the display screen (5) of the electronic shelf label (1) attached to the lower shelf layer (34).

2. The electronic shelf label (1) according to claim 1, wherein the electronic shelf label (1) is arranged to be attached to a shelf rail (18) located at the front edge of a shelf layer (34).

3. The electronic shelf label (1) according to claim 2, wherein the electronic shelf label (1) is arranged to form a shelf rail (18) with itself and is directly attached to a shelf layer (34).

4. The electronic shelf label (1) according to claim 1, wherein: The lighting controller device (32) is arranged to control the light emittance of the lighting device (12) depending on the content displayed on the display screen (5) of the electronic shelf label (1).

5. The electronic shelf label (1) according to claim 1, wherein: - the lighting device (12) is an LED light bar comprising a plurality of LEDs (13) arranged in a row, and - A lighting controller device (32) is coupled to the LED light strip so that each LED (13) is individually controllable and / or groups of LEDs are controllable group by group along its length.

6. The electronic shelf label (1) according to claim 5, wherein: The plurality of LEDs are RGB LEDs (13).

7. The electronic shelf label (1) according to claim 5, wherein: The plurality of LEDs (13) are positioned equidistant from one another along their length.

8. The electronic shelf label (1) according to claim 1, further comprising - rear wall (14) and bottom wall (11), - a lighting device (12) arranged on the bottom wall (11) or integrated into the bottom wall (11) or realizing the bottom wall (11), and - The lighting device (12) is arranged to emit light from the electronic shelf label (1) from the bottom wall (11) in a perpendicular direction relative to the bottom wall (11).

9. The electronic shelf label (1) according to claim 8, wherein the lighting device (12) is arranged to emit light from the electronic shelf label (1) from the bottom wall (11) in a direction along the plane of the rear wall (14) slightly inclined away from the plane of the front wall (2).

10. A sales system (33), comprising - two adjacent shelf levels (34) arranged one above the other with a free space between them for displaying merchandise (35, 36) on at least the lower of the two adjacent shelf levels (34), and - Each shelf layer (34) is equipped with an electronic shelf label (1) according to one of the preceding claims 1 to 9, and the electronic shelf labels (1) are arranged in a row one above the other.

11. The sales system (33) according to claim 10, further comprising - a distribution server (28) for digitally distributing a complete collection of still images or an entire video movie to each electronic shelf label (1), wherein - An electronic shelf label (1) arranged to digitally store a complete collection of still images or an entire video movie and, after distribution is complete, to start playback in synchronism with one another and to maintain synchronism with one another during playback of the still images in the collection of still images or the video images in the video movie.

12. The sales system (33) according to claim 11, wherein - each electronic shelf label (1) comprises a playback controller device (25) arranged to playback an entire still image or an image segment of an entire video image, - each electronic shelf label (1) comprises an interface (27) for establishing a data link with another electronic shelf label (1) when the interface (27) and the other electronic shelf label (1) are coupled to each other, and - The lighting controller device (32) of the electronic shelf label (1) attached to the upper shelf layer (34) is arranged to obtain content information related to the content displayed on the electronic shelf label (1) attached to the lower shelf layer (34) via the interface (27), and is arranged to control the light emittance of its lighting device (12) depending on the received content information.

13. The sales system (33) according to claim 12, wherein: The image segments are predefined.

14. The sales system (33) according to claim 12, wherein: The image segment is individual for each electronic shelf label (1).

15. The sales system (33) according to claim 10, wherein: The lighting controller device (32) attached to the electronic shelf label (1) of the upper shelf layer (34) is arranged to establish an interpolation across the entire width of the display screen (5).

16. The sales system (33) according to claim 10, wherein: The lighting controller device (32) of the electronic shelf label (1) attached to the upper shelf layer (34) is arranged to establish a plurality of interpolations along the entire width of the display screen (5), wherein a threshold value of change in the intensity or color of the displayed image is used to distinguish width entities along the entire display screen (5), for which separate interpolations are established and applied to control the light emission of spatially corresponding segments of the lighting device (12).

17. The sales system (33) according to claim 10, wherein: The lighting controller device (32) of the electronic shelf label (1) attached to the upper shelf layer (34) is arranged to establish a separate interpolation for each light emitting element of the lighting device (12).

18. The sales system (33) according to claim 17, wherein: The lighting controller device (32) of the electronic shelf label (1) attached to the upper shelf layer (34) is arranged to establish a separate interpolation value for each light emitting element of the lighting device (12) for that portion of the display screen (5) that corresponds spatially to the position of the individual light emitting element along the width of the display screen (5).

19. A method for illuminating the space between two adjacent shelf levels (34), said two adjacent shelf levels (34) being arranged one above the other with a free space between them for displaying goods (35, 36) on at least the lower of said two adjacent shelf levels (34), wherein at least the upper shelf level (34) is equipped with an electronic shelf label (1), said electronic shelf label (1) being attached to a shelf rail (18) of a shelf (16) at the front edge of the shelf level (34), The method comprises the following steps - controlling the lighting device (12) of the electronic shelf label (1) to independently form the light source (24) of the display screen (5) of said electronic shelf label (1), - wherein the display screen (5) is located on or implements the front wall (2) of the electronic shelf label (1) and is used to display content in the form of still or video images, and - wherein the light source (24) provides backlighting for the display screen (5), and - a lighting device (12) arranged to emit light from the electronic shelf label (1) from a wall different from the front wall (2) of the electronic shelf label (1) into the space between two shelf levels (34), The method further comprises the following steps: The interface (27) of the electronic shelf label (1) establishes a data link with another electronic shelf label (1) attached to the lower shelf layer (34); The lighting controller device (32) of the electronic shelf label (1) obtains content information related to content displayed by the display screen (5) of another electronic shelf label (1) attached to the lower shelf layer (34), and controls the intensity and / or color of light emitted by the lighting device (12) depending on the received content information, so that the emitted light visually narrows, hides or closes the physical gap between the image played back on the display screen (5) of the electronic shelf label (1) attached to the upper shelf layer (34) and the image played back on the display screen (5) of the electronic shelf label (1) attached to the lower shelf layer (34).

20. The method according to claim 19, wherein The electronic shelf label (1) forms the shelf rail (18) with itself and is directly attached to the shelf layer (34).

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