Smaller retailers need more sophisticated IT

Mark Keohane encourages partners to push sophisticated technology to more small firms

There has never been a greater opportunity for small businesses than right now. With prime Minister David Cameron launching StartUp Britain to encourage entrepreneurs, there is more support for small businesses and even some pressure on them to help an enterprise-led economic recovery.

To do this and to compete with larger companies, they need to be agile and in tune with their customers' needs, wants and buying patterns.

Technology has a key role here, but not all SMBs and independents fully embrace technology and the long-term benefits for their businesses. I have read that a proportion of SMB retailers plans to reduce IT spend in 2011, and a smaller number plans to increase it.

I believe that many are worried that sophisticated technology is too expensive to implement, especially when they don't have as many financial resources as larger companies. Another concern could be that the technology is also complex to implement and use.

The truth, in my view, is that smaller firms can now access the latest IT in tailored, affordable packages. This augments the potential market for VARs, and I believe this is where the channel can truly make a difference.

Small companies such as independent retailers can use IT to develop their own loyalty programmes and a wider capability to use almost any PC-based POS device, improve stock management and control, and get more in-depth cash and financial reporting.

This gives the retailer more insight into products that sell well, better analysis of their sales and an improved customer experience. This should also benefit their own customers, promising a better customer experience and expanding the choice of provider.

Our VARs, which sell our retail and hospitality technology to SMBs and independents, tell me that such firms also worry about scalability, sustainability and support. This is something that VARs can provide.

They can also rely on local, hands-on training and post-implementation advice.

More offerings could be tailored to suit smaller customers. I believe there is an untapped market of smaller businesses that could benefit from tailored technology sales and advice.

Mark Keohane is director of channel partners and solutions at Torex