In the November 2012 issue of RSPA’s connect Magazine, pcAmerica CEO David Gosman spoke on the topic of “showrooming” and how it can help and hurt retailers. Showrooming is the act of examining an item in-store and then price-shopping it online. It has been an eye-opener for many brick and mortar retailers as they have been forced to rethink how they engage their customers in-store.

With new technology from Red Laser, customers can scan a product and can instantly view product price, availability, promotions, related products and services, and even the local store’s open-box store levels to give them a lower priced option. Red Laser can also use store loyalty card numbers to further personalize the experience. Armed with this new technology, retailers can dramatically change the conversations happening inside of their stores.

Read the full article in connect Magazine here.