Display shelf modules with projectors for displaying product information and modular shelving systems comprising the same

A modular shelving system comprising:

• a shelf support frame comprising a back plane portion and a base portion, wherein the back plane portion comprises a mounting aperture;
• and
• a display shelf module comprising:
• a display panel positioned at a front of the display shelf module;
• a projector disposed within the display shelf module;
• a front mirror positioned proximate the front of the display shelf module;
• a rear mirror positioned proximate a posterior end of the display shelf module;
• and
• a mounting clip positioned at the posterior end of the display shelf module, wherein:
• the projector is arranged to project an optical signal onto the front mirror;
• the front mirror is arranged to redirect the optical signal from the projector onto the rear mirror;
• the rear mirror is arranged to redirect the optical signal from the front mirror onto a rear surface of the display panel such that image data is visible on a front surface of the display panel;
• and
• the mounting clip of the display shelf module engages the mounting aperture of the back plane portion when the display shelf module is coupled to the back plane portion.