As convenience retail continues to evolve, resellers are increasingly being asked to support multi-site POS migrations that balance speed, reliability, and long-term scalability. These projects often involve multiple stakeholders, tight budget windows, and solutions that may be new to the channel.
This case highlights how BlueStar supported a UK-based reseller in delivering apg's smarttill® into the convenience retail sector—while navigating a first-time delivery model through distribution.
The Challenge: Delivering smarttill® Through the Channel
A reseller was engaged to support a multi-site convenience retail operator transitioning to smarttill®, their new POS platform. The rollout included multiple store locations, each requiring two smarttill® systems, and formed part of a broader migration strategy.
While the technical fit was clear, the delivery model presented several challenges:
- smarttill® had limited prior exposure through distribution
- Both the distributor and reseller were early-stage in delivering the solution
- smarttill® had historically followed a direct sales model, requiring alignment on pricing, stock availability, and fulfilment
- The project involved a third-party MSP to support software migration and smarttill® integration
- The customer was working within a defined budget and rollout timeframe, increasing pressure on delivery schedules
The objective was not only to support the immediate deployment, but to ensure smarttill® could be delivered smoothly and confidently through the channel.
The Solution: Coordinated Channel Alignment
BlueStar worked closely with the reseller and APG to structure a channel-aligned approach to delivering smarttill®.
After reviewing the operational needs typical of convenience retail—such as uptime, scalability, and ease of deployment—BlueStar collaborated with APG to align smarttill® pricing and availability, ensuring the reseller could remain central to the opportunity.
To support the POS migration, a specialist MSP with existing smarttill® integration experience was engaged to manage the software transition. This ensured continuity for the end customer while allowing the reseller to focus on solution delivery and ongoing account management.
During the delivery phase, a component shortage temporarily impacted timelines. BlueStar coordinated directly with APG to identify a technically suitable alternative configuration for the smarttill® units, allowing shipments to proceed and keeping the project aligned with the customer's planning window.
To further support deployment readiness, BlueStar facilitated a joint technical session involving the reseller, APG presales, and technical stakeholders. This session addressed smarttill® installation considerations and highlighted the value of ongoing support, resulting in the inclusion of an extended warranty and support package as part of the final solution.
The Results: A Repeatable Delivery Framework
- Initial deployment of two smarttill® systems at the first site
- Additional sites planned as part of a phased rollout
- Initial order value of €2,900, with €5,800 in anticipated follow-on orders
Beyond the initial deployment, the project established a repeatable framework for delivering smarttill® through distribution within the convenience retail sector—providing clarity on pricing, fulfilment, and technical collaboration.
Why It Matters for Resellers
This project demonstrates how BlueStar supports resellers beyond product supply.
By coordinating with APG, managing delivery challenges, and facilitating technical collaboration around smarttill®, BlueStar helps resellers confidently introduce solutions into new verticals—even when the delivery model is evolving.
For resellers operating in convenience retail, this approach reduces friction, mitigates risk, and creates a clear pathway for scaling smarttill® deployments across multiple sites.
