Selling total retail technology solutions instead of components
One standout topic was the growing importance of wireless connectivity in retail environments. Benefits include enhanced mobility for point-of-sale (POS) transactions both inside and outside traditional store boundaries, redundant connectivity to prevent missed sales during power outages or Wi-Fi disruptions, and improved device tracking, especially for mobile operations. Wireless solutions also support seasonal spikes in usage, such as large crowds at stadiums, and reduce infrastructure costs for outdoor venues or pop-up shops. Multi-carrier options further optimize connectivity for route-based transactions. Ansley Hoke, SVP of ScanSource’s Integrated Solutions Group (ISG), emphasized that partner needs have evolved beyond just payments or POS. Today’s demands include networking, security, device management, and connectivity. ScanSource has responded by creating ISG to enable partners to deliver comprehensive, scalable solutions. 

Embedding managed services to drive recurring revenue
Pat Ward, SVP of Mid-Market and ISV Sales at Bluefin, highlighted two intersecting vectors where value and recurring revenue emerge: managed services and infrastructure monitoring. Embedding subscription-based network management, uptime tracking, SLA compliance, and proactive support into solution designs turns one-time installs into ongoing relationships. The panel made a compelling case that future-proofing isn’t about adding the latest gadget—it’s about designing for observability, resiliency, and adaptability so merchants can evolve without ripping and replacing.

Using content and education to build trusted advisor status
Marketing isn’t an afterthought—it’s a strategic lever. Hoke called out the power of consistent, valuable content to build the “trusted advisor” status. Webinars, collaborative forums, educational assets, and customer reviews aren’t just lead-gen tactics; they lower adoption friction for technology-averse or resource-limited merchants. In a world where 88% of B2B buyers trust brands more when they receive helpful content, providing contextual guidance on how a solution tangibly supports business outcomes becomes a competitive advantage.Matt Swanson, VP of Operations at North Country Business Products, explained that the company has developed a dual-tiered approach to customer support. They introduced self-service tools for those who prefer a quick and independent setup, while also offering personalized, one-on-one guidance to customers seeking a more hands-on experience. This flexible strategy acknowledges that different customers have varied needs, and catering to both can offer opportunity for increased adoption and customer satisfaction. 

Curating an ecosystem instead of reinventing the wheel
Smart VARs and ISVs don’t attempt to own every layer; they partner strategically. Modular integrations allow flexibility while preserving a unified merchant experience. Curated alliances give retailers choice without chaos, enabling scalable deployments that can flex as business conditions change.