Diamonds International utilizing RFID technology at its Bay Street store
Diamonds International has decided to roll out radio-frequency identification (RFID) technology at its Bay Street location, explaining that the technology will enhance its customers’ buying experience.
RFID is a form of wireless communication which identifies and tracks tags attached to objects which contain electronically stored information. The technology has been incorporated into a standalone console which displays the Safi Kilima Tanzanite collection. The technology will allow customers to interact with the display in order to learn more about the product.
“Customers lift a 3D model of Mount Kilimanjaro and are able to learn the story of Tanzania and the translation of Safi Kilima Tanzanite’s brand name in Swahili, which means ‘Pure Mountain,’” a release about the rollout stated.
“Other features include video imagery of seasonal product
collections, loose stones, annual advertising campaigns and more! The ability to update the console with new information, facts and imagery is what will keep this fixture exciting.”
Diamonds International will introduce RFID and other technological advances in more than 125 of its stores.
The company’s President and Chief Executive Officer Morris Gad said in the release that his company wants to be at the forefront of its industry and is therefore using the technology as a “thought provoker” in its “in-store experience”.
“Those who know tanzanite understand its rarity and profound beauty,” Gad said.
“It’s considered a geological phenomenon, as it is mined in one location in the world: Tanzania, Africa, making tanzanite 1,000 times rarer than a diamond.
“Safi Kilima Tanzanite is and will continue to be the number one tanzanite brand in the world.”
The release added that as RFID technology evolves, Safi Kilima Tanzanite and Diamonds International will continue to create “a deeper brand connection and overall brand experience”.
Education: Florida International University, BS in Journalism
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