Celerant Technology, a preferred retail software provider for the National Shooting Sports Foundation (NSSF), will showcase comprehensive retail management solutions at SHOT Show® 2026 in Las Vegas, NV., from January 20-23. Celerant is highlighting four key initiatives: the Customer Engagement Suite for unified digital marketing, the GunBroker integration featuring Precision Pricing, a new Armslist integration for automated marketplace listings, and the Master FFL integration to streamline firearm transfers. These tools eliminate manual data entry and compliance friction while expanding dealer reach across multiple online platforms.
"Our goal is to give independent retailers every opportunity to stand out and compete with larger players by automating what were once time-consuming, manual processes," said Michele Salerno, Chief Growth Officer at Celerant. "From personalized digital marketing and real-time marketplace pricing to automated FFL transfers that can save a dealer up to 30 minutes per order, we are providing the tools necessary to work smarter and grow a customer base across every available platform."
A Unified Hub for Data-Driven Digital Marketing
The new Customer Engagement Suite unifies email marketing, SMS, live chat, social media management, and online reputation tools into a single, integrated dashboard directly connected to the retail system. Retailers can automate personalized marketing based on real-time sales data, loyalty points, and abandoned carts from their Celerant POS and eCommerce sites. The platform features a mobile app for managing campaigns and responding to customer reviews on the go, as well as a modern interface that enables users to drag and drop product images directly from their SKU catalog into marketing materials.
Maximizing Margins with Pricing Intelligence from GunBroker
Celerant's enhanced GunBroker integration introduces Precision Pricing. This tool analyzes a dealer's catalog against live marketplace data to identify items most likely to sell. The system flags overpriced listings and suggests competitive price adjustments, enabling dealers to post listings to GunBroker directly from their POS in just a few clicks. This automation eliminates the need for manual research. It prevents overselling by synchronizing inventory levels across all sales channels in near real-time.
Automating Local and National Reach via Armslist
A new strategic integration with Armslist.com enables FFL dealers to push selected inventory to the leading classifieds marketplace directly from their point of sale. This connection simplifies the flow of key product data and on-hand quantities, making merchandise visible to local and national buyers without repetitive manual entry. All orders generated through Armslist route through the Celerant retail system for processing, allowing dealers to manage their storefront, website, and marketplace listings from a single interface.
Streamlining the FFL Transfer Experience via Master FFL
Celerant's partnership with Master FFL simplifies the online checkout experience with a modern, daily-updated FFL directory that ensures receiving dealers are open and fully licensed. For advanced workflows, the premium FFL360 platform automates the transfer process by securely connecting compliance agents and exchanging license documentation behind the scenes. This integration reduces administrative overhead and can save retailers up to 30 minutes per order by eliminating manual emails, phone calls, and document follow-ups.
Learn More at SHOT Show
Be sure to visit Celerant Technology at the 2026 SHOT Show. Stop by the Venetian Convention Center, Level 1 booth #42502 and #11277 on the Venetian Level 2, and SHOT University on Level 3. Attendees can enter for a chance to win a Q HoneyBadger and other great prizes. Visit any of the Celerant booths to learn more & enter for a chance to win. No purchase required. All terms and conditions apply. Learn more by visiting www.celerant.com/ShotShow/.
About SHOT Show
The Shooting, Hunting, and Outdoor Trade Show (SHOT Show) and Conference is the largest and most comprehensive trade show for professionals in the shooting sports, hunting, and law enforcement industries. It is the world's premier exposition of combined firearms, ammunition, law enforcement, cutlery, outdoor apparel, optics, and related products and services. The SHOT Show attracts over 60,000 industry professionals from all 50 states and more than 100 countries. For more information, please visit www.shotshow.org.
About Celerant Technology
Since 1999, Celerant has supported the archery and outdoor sports industries with innovative retail software, enabling dealers to expand their business in-store and online. As a preferred software provider for the ATA, NSSF, NRA, and NASGW, Celerant provides point of sale, eCommerce, distributor integrations, A&D/e4473, range and membership management, marketplace integrations, and more. For more information, visit www.celerant.com/firearms