Mobile point of sale (POS) has been a hot topic in the retail space for a few years now. Retailers, restaurants and hospitality brands, are taking cues from their consumers — who are becoming more connected to the web and their mobile devices — by integrating mobile with customer interactions.
Infinite Peripherals is one company at the center of the mobile POS revolution. Selling mobile peripheral devices, receipt printers and receipt printer-related components, Infinite Peripherals provides the necessary items to turn tablets and smartphones into robust POS solutions. For example, sporting goods retailer Moosejaw implemented Infinite Peripherals hardware to improve the in-store shopping experience.
A fundamental contributor to Infinite Peripherals’ growing presence in the over-crowded mobile space is its channel. In early 2013, the company hired Victor Bobadilla to drive the channel side of the business.
As channel manager, Bobadilla has helped Infinite Peripherals establish a channel network that consists of resellers and distributors nationwide.
“Right now we have two key distributor partners that we try to regionalize: one on the east coast and one on the west coast,” said Bobadilla in an interview with Channel Marketer Report. On the reseller side, although Infinite Peripherals has many partners that “range from regular business, to one-off partners,” the company has approximately 50 loyal partners.
But as the Infinite Peripherals channel world grows, how will the company ensure that their partners remain engaged?
“We take a real grassroots approach to resellers,” Bobadilla said. “We keep all reseller partners in the loop regarding what we’re doing from a product perspective. And on the marketing side, we do a lot of handholding, so to speak. We talk to people on a daily basis regarding technologies and trends.”
Partner engagement and education comes in many forms—from trade shows, to email announcements, to online and in-person training—to ensure resellers are “aware of all hardware and technological capabilities.”
Because the mobile space is becoming so over-saturated, Infinite Peripherals is focused on winning partners that are “knowledgeable in the mobile space,” Bobadilla explained. “We don’t just want people to move products. We want them to have an understanding of what technology is needed for mobile POS to be successful.”
To help drive this “knowledge is power” mindset, Infinite Peripherals sends email blasts to give partners the scoop on new hardware. Bobadilla also noted that trade shows, such as RetailNOW, are “very valuable” in the partner engagement process. “Any time we do major tradeshows we set meetings with them.”
Events also are very important in the lead generation process. Typically, Infinite Peripherals will generate the opportunities — either at a tradeshow or through the web site inquiry page — and trickle those leads down to partners.
Through 2014, Bobadilla is focused on winning more partners, as well as increasing partner loyalty, especially as new Infinite Peripherals solutions go to market. For example, the company will soon be releasing a POS scanner designed for iPad minis.