How Consumer Centricity Built An ISV

By Matt Pillar, chief editor

By focusing its tech development on its customers’ customers, hospitality VAR/ISV PointOS keeps on growing.

Like most POS VARs, ISVs, and retail/hospitality technology vendors, you would likely classify your business as B2B. You are, after all, in the business of selling solutions to businesses that address those companies’ business problems. But retail and hospitality are changing fast, and the changes we’re seeing are predicated less on the needs of the businesses you sell to and more on the needs of their customers — the American consumer. From menu boards to CRM to payments, retail and hospitality technologies aren’t just inching ever closer to the consumer, they’re making giant leaps in that direction. Online and mobile ordering, Apple Pay, and any number of the self-service applications and hardware that have hit the market in recent years are proof positive that it’s anything but business as usual for retail and hospitality technology providers. To succeed in the new age of retail, VARs and ISVs must see beyond the immediate needs of their customers and become students of customers’ customer demands.