[Reading] American jewellery company Ritani is planning to launch an RFID solution that allows jewelry retail stores to automatically display the information consumers want to see. At the same time, consumers can also share jewelry images and detailed descriptions with friends and relatives before purchasing jewelry to seek their advice. More importantly, store managers can also obtain sales data including item viewing, purchase rate, and employee sales.
Ritani is a wholesaler specializing in custom-designed rings, pendants, earrings and more. In 2012, the company established the Ritani.com division to sell custom jewellery online with partner retailers. Consumers can design Ritani jewelry online and pick up directly at the nearest store.
The purpose of the RFID program is to create an offline shopping environment for online shopping experiences, making it easier for consumers to access product information. Ritani installed the EPCGen2 UHF passive RFID tag on the jewellery and built an RFID reader on the display. This system is installed in 180 retail stores in the United States that sell Ritani products.
In addition to online sales, Ritani tries to create a good in-store shopping experience to attract consumers. The company has 180 cooperative retail stores, each of which has a display case with 65 pieces of jewellery. In this way, consumers can look at the appearance of the jewelry and try on it. According to Markini, vice president of marketing at Ritani, consumers usually share photos of jewelry with friends, but these photos are usually low-quality photos and cannot convey too much information.
Ritani will install a UHF reader on the back of the product display cabinet and install some RFID tags on each jewelry price tag. Gini refused to disclose the specific manufacturer of the label and reader and said it was a trade secret.
Each jewelry tag has a unique ID code that stores the product serial number, category, image, specifications, and price, all stored on Ritani's servers. Retailers can connect to corporate servers through iOS-related applications.
When a consumer wants to view a particular style of jewelry, the salesperson can take it out of the display case and place it within the reading range of the reader. In this way, the reader reads the tag ID number and then transmits the secondary information to the server on the back end. Then, the iPad in the retail store will automatically receive the information pushed by the server. In this way, consumers can view jewelry information on a tablet. Through this app, consumers can also share this information with friends via email or social platforms to get their advice.
The technology can provide consumers with a better in-store experience and increase the sales of jewelry, while also providing other value to retailers. Using this system, the store manager can get information such as the frequency at which jewelry is viewed and its purchase rate. The program will begin in the next 30 to 60 days. If it goes well, Ritani also plans to offer this solution to all retail partners. Ritani exhibited the system at the JCK trade show in Las Vegas this week. This technology is loved by retailers.
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