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Window Shopping, Literally: Ralph Lauren Evolves

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Aug 21, 2008 8:15 pm US/Eastern

Window Shopping, Literally: Ralph Lauren Evolves

Swipe And Go: Retail Giant Becomes First In U.S. To Have Touch-Screen Shopping Available Outside Of Stores

Experience It Firsthand At Lauren Rugby Store In Manhattan

By ALEXIS CHRISTOFOROUS, CBS 2 HD News
NEW YORK (CBS) ― With just the touch of a screen we're already used to withdrawing our own money at an ATM, or checking ourselves "in" at the airport.

But now one retailer is taking this touch screen technology to a new level.

How much is that ensemble in the window? If you're on the outside looking in at Manhattan's Ralph Lauren Rugby Store not only can you find out how much the new fall looks cost but now you can buy them all without ever stepping foot inside the store.

"If you're walking by the store window and you see something in the window that you like you literally just press on the glass," David Lauren said.

It's 21st century window shopping. Just like you would on your computer screen at home, shoppers can view images of everything Rugby carries and more. When you see a product you like, just touch it and with a swipe of a credit card it's yours, any time -- day or night.

"It's immediate gratification," Lauren said.

Lance Ulanoff, Editor and Chief of PC Magazine, said it's the wave of the future.

"I guarantee we'll see more and more," Ulanoff said.

Ulanoff said from retailers to restaurants this do-it-yourself gesture based technology is gaining popularity because it's easy and gives the customer control.

"People automatically want to reach out and touch and point to what they are interested in," Ulanoff said.

Another way to let your fingers do the shopping while flipping through a magazine or passing by a store -- m-commerce.

"You hold your phone over the code, it automatically takes a photograph of this code and it shoots all the information about the brand and the product into your phone," Lauren said.

Already wildly popular in Asia, Ralph Lauren is the first U.S. retailer to roll out mobile shopping.

(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)

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