Richline Kiosk Big Draw at Berkshire AGM, Buffet Offers “Crazy Warren” Prices at Borsheims
May 08, 12
(IDEX Online News)
The Vigix Vending Machine
Richline is one of the jewelry companies owned by the Berkshire Hathaway Group. Other jewelers in the group include Ben Bridge, Borsheims and Helzberg Diamonds.
The Vigix vending kiosk dispensed commemorative gold and silver coins, pendants, and money clips throughout the meeting. Sales were strong over the weekend, reaching annualized sales per square foot of more than $1,125,000 for the 2 square foot of floor space.
The kiosk allowed shoppers to experience a conventional retail experience including the ability to browse product information on the kiosk’s large touch screen, accepting payment for items purchased, and dispensing the purchases on the spot.
One customer summed up the experience by saying it was more convenient than shopping on the Internet because he received his purchase immediately. “It’s the best of both worlds.”
“Normally, retailers keep our jewelry products in locked cases, which requires a shopper to find a store clerk to learn about the product or to purchase it. With the Vigix kiosk, we can provide pictures, video and text describing the product and allow the consumer to purchase the product herself quickly and easily,” said Richline’s chief marketing officer, Mark Hanna. “We know consumers love self-service, and Vigix is the best solution we’ve seen.”
But the Richline kiosk was not the only jewelry novelty on offer over the weekend. Shareholders could also buy jewelry from the man himself as Warren Buffet offered “Crazy Warren” prices to buyers at Borsheims.
“We are so grateful that he came back to Borsheims to sell this year,” said Borsheims president and CEO Susan Jacques. “We are thrilled that he was able to experience what we do every day – helping our customers celebrate the special occasions in their lives.”