SIRAS Introduces OmniTrace™, New Product and Transaction-Tracking Service for Retailers and Manufacturers

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Cloud-based data service provides comprehensive product and transaction records required for omnichannel strategies

SIRAS retail fraud prevention
Any successful omnichannel solution requires all channels—from retail clerks to call centers to mobile apps—to have immediate access to detailed information about products and their transaction histories

SIRAS, the Redmond-based subsidiary of Nintendo of America Inc. that provides retailers and manufacturers cloud- and web-based services for tracking and authorizing sales and returns of products sold through major retail stores and Web sites, announced today the availability of OmniTrace™, a system of patented and patent-pending business methodologies supporting omnichannel strategies for retailers and manufacturers. OmniTrace methods use each product or transaction’s unique identifier (UID) to track and record the product’s history and to report its eligibility for return, warranty, and other post-sale events. Utilizing OmniTrace, every retail channel and manufacturer can have access to on-demand data about a specific product and its history. OmniTrace enables retailers and manufacturers to jointly improve customer service while also increasing operational efficiencies and profitability, and deterring crime.

When a customer purchases a product certified and activated in the OmniTrace program, the retail employee captures the UPC(or retail item number, RFID, etc.) just as in any other sale transaction. The system then prompts the employee to scan the UID. In a real-time verification using SIRAS's patented ‘mask,’ the system validates the UID entry before proceeding, ensuring that the product has not been stolen or isn’t counterfeit. When the purchase is completed, the item's UID is printed on the consumer receipt.

Web-service enhancements to OmniTrace can include on-demand product activation or digital download codes, recall or counterfeit notifications (to prevent unauthorized sales), and more. All retail transactions are systematically time- and date-stamped by the retailer and transmitted to SIRAS, and omits any consumer-specific information that might jeopardize the customer’s privacy. SIRAS processes the transaction logs and manages the data for a variety of future uses, such as verifying a purchase record or warranty status, by both the retailer and the product's manufacturer.

Today, most products' UIDs comprise a Universal Product Code (UPC) and a serial number. OmniTrace also supports UIDs based on EAN, IMEI, EPC, GTIN, GS-10, and unique item-level RFID.

“Any successful omnichannel solution requires all channels—from retail clerks to call centers to mobile apps—to have immediate access to detailed information about products and their transaction histories,” said Dimitry Erez, vice president at Boston Retail Partners. “By collecting this data through a secure cloud service—OmniTrace—and making it securely available through other on-demand services, SIRAS provides an essential piece of the omnichannel solution puzzle, benefiting retailers, manufacturers, and ultimately customers.”

“At SIRAS, we’re committed to creating and delivering data services that make retailers and manufacturers more successful, even as they adapt their strategies and operations to account for the growing importance of online sales and mobile sales,” said Peter Junger, president of “Today, SIRAS services are improving customer service and operational efficiency for over 70 manufacturers and 25 retailers. Our OmniTrace service collects and stores the critical information that manufacturers and retailers need in order to make the best possible business decisions about returns, refunds, and warranties and to provide best possible service to customers. ” is exhibiting its OmniTrace solution in Booth C646 at the National Retail Federation 102nd Annual Convention and Expo this week in New York City.

SIRAS ( is the pioneer in Electronic Registration (OmniTrace™) and comprehensive return-validation methodology (ReturnFlex™), which allows participating retailers and manufacturers to optimize their retail business operations, and to provide customers with a seamless omnichannel experience. SIRAS helps clients improve customer satisfaction, protect and elevate their brands, track products, reduce returns and fraud, protect inventory, recover stolen products, identify counterfeit goods, validate warrantees, and improve forward and reverse logistics operations. By tracking each product throughout its sales lifecycle by its unique “fingerprint” rather than by customer data, SIRAS respects and preserves consumer anonymity. SIRAS provides valuable tools for its manufacturing, retailer and law enforcement partners to optimize operations, resolve investigations, improve visibility, business intelligence and forecasting, and improve the consumer experience.

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Trademarks are properties of SIRAS. SIRAS technology is protected by one or more U.S. patents. All other trademarks are registered by their respective companies.

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