When it comes to item level tagging in retail, cosmetics and jewelry are hot on the heels of apparel items. The maturation of RFID technology, resulting in smaller and less expensive tags, is driving tagging in both sectors.
Last week Seattle-based fine jewelry brand Ritani unveiled plans to launch an RFID-based solution designed to boost in-store consumer engagement. Ritani plans to test the technology at select stores, and potentially roll it out to 150 stores this winter to augment the sales experience.
According to JCK Magazine, the solution was rolled out as a test during last week’s LUXURY trade show in Las Vegas. The company hopes to begin rolling it out a the store level this winter.
Tagged jewelry items are scanned by an RFID reader when leaving the display case and immediately interact with an iPad, which displays images of the item, such as a ring, that the consumer is interested in. The iPad shows product information and options for altering each ring.
The solution also offers retailers the ability to tracks analytics when it comes to how successful salespeople are at closing sales. For retailers, the app offers back-end analytics that track the success rates of salespeople and helps to develop a database of brand-specific sales activity for each of Ritani’s retailers, which can be used to pursue omni-channel retailing.
The following is an excerpt from the article in JCK Magazine:
The items queue up on the side of the screen, allowing staffers or shoppers to click on each to unfurl multiple pages of information about each style, along with numerous options for altering each ring—including choice of metal and gemstone shape and size.
With a single tap, undecided shoppers can email friends or family a full-color image of a ring, embedded into a message that is cobranded with Ritani and the independent store and includes the salesperson’s name and photo, a map to the shop, and store hours.
The company is still configuring the costs of the RFID rig for retailers, but Ritani president Brian Watkins says he hopes to roll it out this coming winter in it stores. “We wanted to debut it [at LUXURY] to test it out with our partners,” he says, “and really see what the response will be.”