CrossCom: Guiding Retail Stores to a Digital Future

“We see ourselves as partners to retail, grocery and restaurant customers and support all aspects of their business, striving toward the common goal of enhancing the consumer experience,” says Greg Miller, president and CEO of CrossCom. This is clearly visible in CrossCom’s client onboarding process. CrossCom starts by understanding a client’s direction first, in terms of understanding their most pressing challenges and business vision. Once CrossCom identifies the specific challenges, they follow a proven process bolstered by their team’s extensive knowledge and expertise in the retail domain.

Another area where CrossCom’s approach benefits its retail clients is its OEM-agnostic support services. Rather than being a technology representative of the OEMs, CrossCom acts as an extension of its retail clients. Especially since retailers do not stick with one brand for their in-store technology requirements, their stores are filled with equipment from a multitude of OEM vendors. And, the challenge arises when the stores need to upgrade or service their systems. Since most OEM technicians cater to specific brands, retailers have no choice but to employ multiple service providers. CrossCom, as an OEM-agnostic service provider, helps clients overcome this issue by delivering bespoke solutions as per their needs while also offering extensive support for the same.

The Changing Winds in Retail

In the current pandemic crisis, there has been a significant change on the payment side of the retail business. As a company catering to a broad clientele, including mall-based, general, and grocery retail stores, CrossCom is witnessing drastic changes in the landscape. While some clients are cutting back on technology investment with the pandemic’s onset, others are accelerating their digitalization goals to keep up with the rapidly changing market. CrossCom is helping its clients navigate the unchartered waters of the pandemic by providing cost-effective, flexible, and agile service offerings.

“Today, this sudden surge in digital evolution has led to an increasing number of businesses providing online shopping services alongside their brick-and-mortar stores,” says Mark DiGregorio, executive vice president of sales at CrossCom. “And we are assisting those businesses in terms of strengthening their underlying infrastructures to deal effectively with the changing customer requirements.” Whether it is mobility tools, touchless solutions, or curbside pickup and drop, the company is providing retail businesses with the necessary technical support needed to sail through the choppy waters. “We are assisting our clients on a course where they can thrive,” says Mark.

CrossCom is also playing a critical role in facilitating more engaged retailer-to-customer interactions. A case in point is when a retail client approached CrossCom for a seamless solution that would allow them to communicate with their customers. As it was the early days of the pandemic, communication while maintaining social distance was a new challenge. CrossCom piloted a solution in the first two weeks of the COVID-19 Pandemic that successfully helped the staff communicate with consumers while maintaining safe social distancing. That solution was then rolled out to hundreds of locations in the following weeks.

Bringing Enhanced Flexibility to Clients

CrossCom is highly efficient when it comes to evolving with the changing demands of clients. In fact, most of its clients are able to maneuver with ease, relying on CrossCom’s robust technological capabilities. But that is not all that the company offers. “The main factor of our innovation lies in the fact that we are not just a service provider, but also a data company,” says Jerry Gore, CIO of CrossCom. While most service providers today directly go to the client and glean from their pain points, CrossCom takes a different approach.