Serving thousands of customers across the globe, APG powers cash management solutions across a range of worldwide industries. Focusing on custom designed solutions, APG Cash Drawer will be showcasing their latest launch, the SMARTtill Cash Management Solution, at Anti-Counterfeit and Currency Expo (ACCE) in November.
We spoke to Stephen Bergeron, VP of Global Marketing at APG, to find out more about their latest innovation, emerging industry developments and trends, and what APG are hoping to achieve by exhibiting at ACCE.
Hi Stephen, please tell us a bit about your current role. What are your key focus areas and responsibilities?
As Global Vice President I am responsible for the global branding and market development for APG’s complete product range including our core cash drawer offerings all the way through our in-lane SMARTtill® Cash Management Solution. As Business Development Manager for the SMARTtill Solution I oversee the sales process for the solution. I have a team of end user and software specialists that exclusively support the SMARTtill Solution.
What inspired you to join APG Cash Drawer?
I joined APG 7 years ago after having worked with the company for the previous twenty years. I found APG’s culture and focus on its customers enlightening.
What are the key opportunities and challenges your company faces at present?
The retail marketplace is changing quickly. Whether it’s the presumed demise of cash as a transaction medium or the again presumed demise of brick and mortar retail or the introduction of e-payments, the change is real. Another significant challenge is we are not only introducing new technology with the SMARTtill® Solution, we are helping to educate and develop a new front-end cash management market. Cash management has historically been perceived as a back-office solution and we are bringing cash management to the front end at the Point of Sale.
Are there any new technology developments that you are currently working on? Can you tell us about them?
We are introducing and launching our SMARTtill Solution into the US retail marketplace. The SMARTtill Solution is an intelligent Cash Drawer that counts the value of the drawer at the end of every retail transaction. When integrated with the POS t-log, the retailer has instant visibility to its cash position by till and denomination. The SMARTtill® Solution gives a retailer electronic cashier accountability. We refer to it as the four pillars:
The SMARTtill Solution is an intelligent Cash Drawer that counts the value of the drawer at the end of every retail transaction. When integrated with the POS t-log, the retailer has instant visibility to its cash position by till and denomination. The SMARTtill® Solution gives a retailer electronic cashier accountability.
What most excites you about your role as VP of Global Marketing?
We can improve how retailers manage their cash at the front end, something that hasn’t really changed since PC based POS was introduced some 20 years ago. In my role I am helping to create a new market and launch a new product at the same time. For a sales and marketing specialist that is truly a rare opportunity.
How do you think the industry will develop within the next five years? Can you tell us about any emerging trends?
The retail industry will continue to morph. Mid-tier retail is under attack and will continue to struggle unless they can find a formula of differentiation and value add. This attack will bring about the continued bifurcation of brick and mortar retail. Retailers at the upper end of the spectrum who offer considerable amounts of customer service or those that compete in a low service, low cost model will continue to grow and expand. Other key trends will include the continued repurposing of brick and mortar retail where in the store becomes a local warehouse. The “seamless experience” will also continue giving people the opportunity to shop online and have the ability to pick the item up at the store. Mobile transactions and e-payments will continue to expand as well.
What do you hope to achieve at the upcoming Anti-Counterfeit & Currency Expo? Are there any connections you're hoping to make there?
Our goal is dual focused. One is to generate end user retail interest in the SMARTtill® Solution, showing retailers the benefits to of the 4 pillars and how the ROI is achieved. The second aspect is to develop relationships with other aspects of the cash management ecosystem and develop new relationships and alliances.
In one sentence, what has been your greatest achievement to date?
I assume you are referring to greatest personal achievement? That would be my family and our lives together, in this throw away society; my wife and I have been married soon to be thirty-nine years and have two wonderful adult children and a 7 year old granddaughter.
Don't miss APG Cash Drawer, showcasing their innovative SMARTtill Cash Management Solution, at booth 425.
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