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Ritani Creates RFID Solution to Engage Shoppers, Increase Sales

The jewelry company is preparing pilots of a system that automatically displays information about items removed from a showcase, and enables consumers to share that data with others via the Internet.
By Claire Swedberg

Each jewelry tag will be encoded with a unique ID number that is stored in Ritani's software, residing on the company's server, where it will be linked with details regarding that item, such as its serial number and type, as well as related media—for instance, pictures, specifications and price. To access the server, the retailer would download a Ritani app on an iOS device, typically an Apple iPad.

If a customer asks to view a specific piece of jewelry, the salesperson will remove the item from the case and pass it within range of the reader. The interrogator will capture the tag's ID number and forward that information to the back-end server, which will then push the media to devices logged into the server via the app, such as an iPad used at that cabinet. In that way, a customer can automatically view the data on the tablet after being handed the piece of jewelry. The software also allows him or her to scroll through other items that are similar, and send the data to a friend's or family member's e-mail or social-media account, in order to get that person's opinion.

Ritani's Mark Keeney
Although the technology's primary benefit will be to better engage with shoppers, and thereby increase jewelry sales, Keeney says, it will also provide other value to retailers. With the system in place, a store's managers will know when and how often a particular item was viewed, as well as whether it was then purchased. If a salesperson inputs an ID number, the system will also know that associate's sales performance.

The pilots are expected to begin during the next 30 to 60 days, Keeney reports. If they go well, he says, Ritani plans to offer the solution to all of its retailer partners, splitting installation costs with each retailer.

Ritani exhibited a prototype of the system at the Jewelers' Circular Keystone (JCK) trade show, held this week in Las Vegas. According to Keeney, the technology is being received at the event with a great deal of enthusiasm from retailers.

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