A Detailed List of Blockchain Profiles in Retail

1 • © Aptos, Inc. All rights reserved. v19© Aptos, Inc. All rights reserved. v19
Detailed Profiles of
Blockchain Initiatives with
Impact on Retail
Nikki Baird
VP, Retail Innovation
Chief Storyteller, Aptos Labs

2 • © Aptos, Inc. All rights reserved. v19
Examples of Retail Initiatives by Category
Food Safety
• IBM Food Trust
• Carrefour Italia
• Connecting Food
Marketing
• IBM AdLedger
• Lucidity
• Network GURU
• TMG
Loyalty
• Nucleus Vision
• Shopin
• Boltt Coin
• Swych
• QashBack
B2B Contracts
• ChainLink
• Walmart
• TigerTrade
• IBM Microloans
Supply Chain Vis
• ChainLink
• Walmart
• TigerTrade
• IBM Microloans
Product Info
• Ailsa Bay Whiskey
• Starbucks
Consumer Resale
• Rakuten + TechRock
• Bandwagon
• Kuverit
Consumer Contracts
• Smart Trip
Anti-counterfeit
• ChainLink
• Walmart
• TigerTrade
• IBM Microloans
Consumer Identity
• Ailsa Bay Whiskey
• Starbucks
NOTE: Discussion of any example does NOT constitute
endorsement of any company or business model.

3 • © Aptos, Inc. All rights reserved. v193 • © Aptos, Inc. All rights reserved. v19
Product Safety
Primarily focused on food supply chain

Maturity: Consortium network, starting to achieve scale
From farm to processor to distributor to retailer to consumer
Complete history & details (temp, certifications, etc.)
Modules: Trace, Fresh Insights, Certifications,
Data Entry & Access
Key Benefit: “Each member organization owns its data on the
blockchain network and maintains full control over who can
access different data elements. All data is made accessible only
as data owners grant permission to share relevant records.”
Pricing starts at $100/month for companies under $50M
Over 80 companies, including brands and retailers, participate
IBM Food Trust
Food Safety
IBM Food Safety – Albertsons joins Unilever, Nestle, and Walmart

Maturity: A private, custom blockchain
Carrefour Italia initially invested in blockchain
to track and certify Tarocco Oranges and Sicilia
Filiera Qualità Lemons
• Part of Carrefour's Filiera Qualità range, a line dedicated
to quality and sustainability that respects the environment,
producers and seasonality of production
• Mapping of individual partners in the supply chain,
down to grower level
An expansion of blockchain originally used to track
organic free range chickens
Consumers can access details about product movement
through the supply chain
Carrefour has been investing across countries
Carrefour Italia
Food safety
Carrefour Italia Extends Blockchain Technology To Citrus Fruit

Connecting Food
Food Safety
Maturity: Blockchain solution provider – an
IBM incubator company
Five solutions targeted to supply chain
visibility from multiple angles:
• Mapping of individual partners in the supply
chain, down to grower level
• Real-time tracking of products
• Audit compliance
• Ethics auditing
• Consumer interface for transparency
IBM Wants to Lead on Blockchain Innovation, Announces
10 Blockchain Startups Joining Their Accelerator

Supply Chain Visibility
Connecting the global network

Maturity: Blockchain solution provider,
focused on CPG supply chain
Provides traditional supply chain solutions, including
demand planning & inventory optimization,
but does it using blockchain as the foundation
Biggest selling points: Ease of integration across
multiple partners, and transparency
Omnichain
https://www.omnichains.com/

Maturity: Consortium, currently in Pilot only
CHIP = Chain Integration Pilot
Currently 21 partner companies across ecosystem.
Public participants: Under Armour & Spanx
A test to see if blockchain can improve
supply chain-wide compliance and data quality
Focused on sharing serialized inventory
provided by RFID scans
Auburn University CHIP
Auburn University partners with 21 retail supply chain stakeholders
on blockchain project

Maturity: Pilot, custom
Grant awarded to:
New America, ConsenSys,
Harvard T. H. Chan School of Public Health,
and the Levi Strauss Foundation
Objective:
Provide a workforce-level view into factory
conditions and individual health and well-being
in 3 Levi’s-contracted factories in Mexico
Levi’s + Harvard
Harvard & Levis partner to track labor welfare overseas
Levi’s Photo Source: Fortune

Maturity: Consortium, with many participants;
one of the most mature consortiums
Over 100 supply chain operators participate,
including 2 direct competitors to Maersk
Key Benefit: everyone owns their own data and
has control over authorization of who sees their data
IBM and Maersk are the sole owners of the
platform, but advisory board is much more open
IBM + Maersk: TradeLens
TradeLens – the IBM & Maersk joint effort
Maersk and IBM Introduce TradeLens Blockchain Shipping Solution
IBM, Maersk Finally Sign Up 2 Big Carriers for Shipping Blockchain

Anti-counterfeit
Product provenance & authentication

Maturity: consortium network, but currently
only with LVMH brands participating
AURA: “Serving the entire luxury industry with
powerful product tracking and tracing services.”
Ensures that customers in search of
authentic products aren’t duped by fakes
AURA provides a certificate of authenticity
to a consumer, which can be carried over
into the resale market
Louis Vuitton and Christian Dior are the two
initial brands participating
LVMH + Microsoft
Anti-Counterfeit
LVMH creates blockchain platform to track luxury goods
LVMH Launches Blockchain Service as Authenticity Comes Under Microscope

Maturity: Blockchain solution provider creating a
consortium, with a few companies participating
Primary activity in China today
Labels go on products which tie to blockchain-based
records
Focus on CPG and consumable goods,
for product authenticity from the manufacturer
to the retailer
LINFINITY
Anti-Counterfeit
Fighting counterfeits in retail through blockchain with LINFINITY

Maturity: Blockchain solution provider with
a consortium, no public members yet
Provides eCommerce authentication
of sellers for brands
Uses crowdsourcing and AI together to
identify bad actors and counterfeits
Provides whitelist/blacklist registry for brands
to report authorized or unauthorized sellers
Has POCs – Counterfeit Risk Detector and also
a consumer app for becoming a crowdsource
verifier of products
Heavily reliant on simplyBrand tokens
simplyBrand
Anti-Counterfeit
World's First Blockchain-Based Anti-Counterfeiting Platform Kicks Off Token Pre-Sale
https://simplybrand.io/en/

Blockchain in Marketing
Digital marketing authentication, social media influencer contracts

Maturity: Consortium with several
high-profile media participants
Currently two POCs: GDPR Compliance
and Campaign Reconciliation
Overall goals: create transparency and
efficiency in digital media
Focus on fighting ad fraud by verifying actors
in an ad buy
Reduce the complexity and lack of accountability
in where and how ads are placed
Improve speed of reconciliation to track ad
effectiveness for targeted groups
IBM AdLedger
Marketing
Can Blockchain Solve Media Transparency? We Think it Can

Maturity: Consortium with several partners,
including Toyota and GameStop
Member IBM Blockchain Incubator
Verifies all ad transactions using blockchain
Plans to sell analytics on top of the data,
like ad and channel effectiveness
Lucidity
Marketing
IBM Wants to Lead on Blockchain Innovation, Announces 10 Blockchain
Startups Joining Their Accelerator

Maturity: an ICO that does not have
customers or a developed platform yet
Also branded as Gagapay Network
A platform for affiliate and referral marketing,
powered by smart contracts
Coin-based: the coins buy access to the network of
affiliate marketers, and then are used to pay those
marketers for delivering new customers
Network GURU
Marketing
How Blockchain Will Disrupt the Future of Social Media Influencers

Maturity: A blockchain-based service provider
with some customers
Unique approach: An agency that utilizes
blockchain to secure advertising for its clients
Expanding to “Truth Data Cloud” - a way
for consumers to control the data they share with
third parties
TMG TRUTH
Marketing
TMG’s Truth Launches World’s First Blockchain-enabled Advertising Campaign
https://www.truth.agency/#About

Product Information
Consumer-facing consumption of product information & provenance

Maturity: Private, closed blockchain network
Ailsa Bay, a whisky distiller, used blockchain to
create a consumer-facing view of a whisky
bottle’s production journey
Scan a QR code to access the journey
Cask types, filling dates, bottling dates, journey to
the store
Ailsa Bay Whisky
Product Information
Ailsa Bay Whisky: bottle contains QR code that leads to a
“visual history of their whisky”

Maturity: Private, closed blockchain network
Feature being added to existing
consumer-facing Starbucks app
Shows the journey to consumer for
packaged coffee
Where it was grown, ethical commitments
in the area, where and when it was roasted,
tasting notes, etc.
Leverages Microsoft’s Azure Blockchain
Starbucks
Product Information
Starbucks partners with Microsoft to provide customers visibility
into the lifecycle history of packaged coffee

Consumer Identity
Consumers control which information they share – or revoke –
through blockchain authentication

Maturity: Consortium, no public members yet
Tackles customer identity through
the challenge of on-boarding
Captive audience on-boarding
[i.e. to apply for a job]
Consumer Login: Replace Facebook, Google, and
give consumers more control over what they share
GDPR compliant
Sphere Identity
Consumer Identity
https://www.sphereidentity.com/

Maturity: Consortium with several banks
participating
Focused on identity in Canada
Based on information you share with one of
soon-to-be seven Canadian banks
Two receiving participants: Equifax (credit score)
and Sun Life Financial (life insurance)
Individuals authorize the banks to share
information that confirms identity
Consumer controlled, but based on data the
receiving company requests
Verified.Me
Consumer Identity
Canadian bank-backed blockchain-based ID verification system launches
https://verified.me/

Maturity: Private blockchain solution
for the State of Illinois
Working with Evernym
Creates a “self-sovereign” identity for Illinois
civilians during birth registration process
Pilot in 2017 – appears to be concluded
without rollout?
Illinois Blockchain
Initiative
Consumer Identity
Illinois Blockchain Initiative puts birth certificates on blockchain
https://illinoisblockchain.tech/
Illinois Partners with Evernym to Launch Birth Registration Pilot

Maturity: Private blockchain solution that has
signed multiple vending machine partners
12 Partners: Over 1,000,000 internet-connected
vending machines “automated retail” but selling
age-gated items like tobacco or alcohol
Expect to have 1,000 rolled out by the end of 2019
Demonstrated at SXSW
“Knowledge based” verification OR scan of
documents like driver’s license that can be used
for age verification
Civic
Consumer Identity
Civic Inks Deal to Bring Blockchain ID to 1,000 Vending Machines
https://www.civic.com/solutions/automated-retail/

Loyalty

Maturity: Proof of concept, 9 brands, no public
customers yet
Focused on bringing customer insights to offline
Initial market: India & SE Asia
nCash Pay: a way of connecting online browsing to
offline (in-store purchases)
Connects online profile, consumer mobile app and
in-store beacon (ION sensors) to create
connections, shared to store employees as
clienteling app
Rewards consumers with loyalty points based
on the nCash tokens
Nucleus Vision
Loyalty
Nucleus Vision, Using Blockchain and IoT to Bring Valuable Customer
Insights to Retailers
https://www.nucleus.vision/roadmap

Maturity: Products, but no public customers yet
Universal shopper profiles hosted on
blockchain, enriched via AI
Shopin Federation – data-sharing part
of the platform
RIDE – Retail Intelligence Data Engine
Consumer participation through ID management,
wish lists, loyalty rewards through Shopin tokens
Shopin
Loyalty
Shopin harnesses customer data to launch retail intelligence platform

Maturity: Private blockchain, deployed to market
Based in S. Korea
“Health rewards engine”
A personal fitness tracker with loyalty and
gamification, powered by blockchain
Earn BolttCoins by meeting fitness goals
Use the coins for in-app purchases via
a network of 25,000 retailers
Businesses participate by buying into the
platform to share potential rewards with consumers
Boltt Coin
Loyalty
Bolstered by blockchain, this fitness app allows you to earn
digital currency for every step you take
https://bolttcoin.io/english/index.html

Maturity: Private network with consumer and
retailer adoption
Staples, Macy’s, Amazon, Walmart, more
For Consumers: Download mobile app. Buy gift
cards to send to other people, or load your gift cards
to redeem. Pay with crypto
For Retailers: Enable cross-border gifting,
rewards & redemptions
Swych
Loyalty
Swych Unveils Blockchain-Powered Global Gifting and Shopping Platform
http://goswych.com/about-us/

Maturity: Startup with no released product
or customers yet
Based in Singapore
“Decentralized reputation management system”
A clearinghouse for user profiles to try
to eliminate fake reviews
An incentive program for customers who have
genuinely purchased a product to write a review
Permission-based marketing from retailers on
the network to consumers on the network
All funded with QBK tokens
QashBack
Loyalty
QashBack Platform Will Soon Revolutionize Traditional Retail & Services Industries
https://qashback.net/

Consumer Resale
Providing authentication and verification, on-going provenance and
ownership transfers of goods sold in resale marketplaces

Maturity: In production, selling to consumers
Rakuten is partnering with Ecommerce
site Techrock to bring Japanese goods
to the Chinese market
Techrock is dedicated to only authentic goods:
a “safe channel”
Powered by Techrock’s own anti-counterfeit
blockchain
Rakuten gets a dedicated “Rakuten Zone”
on the Techrock site
Rakuten + Techrock
Resale
Rakuten Partners With Techrock to Bring Verifiable Authentic
Japanese Products To China

Maturity: VC-funded, no customers yet
“Stadium Identity Management Platform”
Attached to event tickets, so that when fans buy
or sell tickets, ownership is tracked via blockchain
Personalization of event experience through
tracking who will actually show up on event day
Bandwagon
Resale
Bandwagon boosts fan experience through blockchain
https://bandwagonfanclub.com/

Maturity: currently offering an ICO – no product yet
Targets P2P fraud reduction on open marketplaces
Insurance of a kind, taken to the P2P market for
individuals or a group of individuals
Example:
Party 1: “I need a loan for $400”
Party 2: “I will loan you $400 for a $12 fee”
Party 3: “I will guarantee the loan for an $8 fee”
A crowdsourced payday loan…
Kuverit
Resale
https://www.kuverit.io/

B2B Contracts
Smart contracts, cross-border, escrows, microloans, more…

Maturity: No public customers
Smart contract solution
Connect APIs to a ChainLink smart contract,
so that external data can trigger authorization
of payments
Seeks to monetize both the creation of contracts
as well as a network for providing data that can
be used as a trigger to authorize payment
ChainLink
B2B Contracts
https://chain.link/

Maturity: Patents have been filed
Patent 1: A way for a consumer to make a
payment that is automatically disbursed to a
vendor for dropship based on blockchain/aspects
of smart contracts
Patent 2: A courier system, to facilitate payments
to third parties delivering products to consumers
on behalf of Walmart
Walmart
B2B Contracts
Walmart punts on blockchain tech to secure payment data
US Patent and Trademark Office Patent Application

Maturity: IBM blockchain incubator member,
operating website, no public members
B2B marketplace for clearing excess
inventory in emerging markets
Wholesale orientation
Authentication of goods sold
TigerTrade
B2B Contracts
IBM Wants to Lead on Blockchain Innovation, Announces 10
Blockchain Startups Joining Their Accelerator
https://www.tigertrade.com/about/

• Maturity: Private network, in rollout
• Twiga Foods is a platform supporting the sale of
local farmer produce in 2600 kiosks in Kenya
• IBM added blockchain-based financing to the
platform, enabling microloans
• Leverages AI and data from participants’ mobile
devices to establish credit risk
IBM + Twiga Foods
B2B Contracts
IBM Microloans to Farmers in Kenya Selling through Food Stalls
IBM and Twiga Foods Introduce Blockchain-Based MicroFinancing
for Food Kiosk Owners in Kenya

Consumer Demand Contracts
This is what I want. Go get it for me.

Smart Trip Platform
Consumer Demand Contracts
Maturity: In ICO – no public customers yet
A decentralized platform that connects what
consumers want in a trip to travel providers
Travel providers bid on consumer demands
Accepted bids are added to a blockchain-
based smart contract
Blockchain-based Platform Smart Trip Builds Global Travelers Community

Questions Nikki Baird | @nikkibaird | nbaird@aptos.com

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