1

Using RFID to Engage

Shoppers, Increase Sales

2

Who Is Ritani

• High-end jewelry designer and manufacturer based in Seattle and New York

• Seller of loose diamonds, diamond engagement rings, wedding bands and other fine jewelry products

• Pioneer in online to offline (clicks to bricks) ecommerce

• Partnering with over 150+ independent jewelers representing 200+ stores

• We provide the technology and ecommerce presence to drive customers and transactions online to offline and in-store

What Inspired Us?

• We wanted mobile and leverage the power of a device like an iPad

• We wanted interactivity

• We experimented with– 3D cad rendering

– Augmented reality

– Diamond image processing

• Then we gave up and decided we need practicality…– RFID gave us illusion of no wires

– RFID + iPad + jewelry gave us interactivity

– Enriches customer experience (virtual catalog)

What We Built

In-store iPad

Application

• Features our entire collection of diamond engagement ring settings

• Interactive diamond education

• Interaction with physical rings in display case

• Virtual catalog

• Mechanism to communicate between RFID reader and iPad application

In-store Application

• Serves as back of

house application

• Incoming receiving of

packages

• Potential/propensity

for leads

Add-on RFID Technology

Times 7 RFID Antenna

RFID ReaderTimes 7 RFID Antenna

Key Ingredients

Impinj Speedway Revolution RFID Reader

Wi-fi enable RFID reader

RFID tags + jewelry

tags

iPad Air 2 + custom

application

Challenges We Faced

• Time (3 months)

• Expertise (RFID knowledge, iOS development)

• Speed and directionality of RFID tag detection (must seem mostly natural)

• Custom manufactured antenna by Times 7

• Placement and size of antenna within existing environment

• Installation and accessibility of Internet, wifi (look, no wires!)

• Turnkey installation

Retail Analytics

• Instrumented our iPad

application with

Google Analytics

• Store level granularity

• Application

engagement

• Product views

• SKU level

12