Strengthening Channel Partnerships with Elo & Star Micronics

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Kate Orara: Hey there, retail tech enthusiasts! Welcome to the Rising Stars Podcast, your go-to for all things retail tech and point of sale. I’m Kate Orara, Partner Development Manager at Star Micronics, and I’m excited to guide you through this journey. Here, we dive into the latest innovations shaping the retail, hospitality, and cannabis industries. So whether you’re a techie or a business owner, this is your backstage pass to insider knowledge. Join me and the Star Micronics team as we innovate and rise together.

Welcome back to another episode of the Rising Stars Podcast! I’m really excited today because I have one of my old buddies joining me. I know I keep saying this, but truly, the guests I bring on provide valuable insights into this industry—I promise it’s not just me bringing on friends for fun! Today, I have my good friend Rob Nordby from Elo Touch Solutions with me. Rob, how are you?

Rob Nordby: I’m doing well! Thanks for having me. Excited to be here.

Kate Orara: Awesome! I’m happy you could join us today. I know you’re traveling and actually at a conference right now, so I really appreciate you taking the time to speak with me.

Rob Nordby: No worries! Excuse the background noise—I’ll just annoy everyone around me here. But let’s do it! Ready to rock.

Kate Orara: Well, it’s funny because you’re currently at a partner event, and today we’re talking about partnerships! To kick things off, for our listeners who may not be familiar with you or Elo, could you give us a brief introduction about yourself and your role?

Rob Nordby: Absolutely! I’m Rob Nordby, and I’ve been with Elo for six years. I manage our national solution provider team and programs, working with large national partners like CDW, SHI, and Insight. It’s a small but nimble team. Before Elo, I spent almost seven years at Zebra and started my career at PC Mall, which is now Insight. I’ve had a variety of roles in the industry, but my primary focus has always been on the channel, managing relationships and long-term partnerships.

Kate Orara: That’s great! You’ve worked at the manufacturer level and the reseller level. Have you worked at the distributor level as well?

Rob Nordby: That’s actually the one part of the industry I haven’t worked in, but I work closely with distribution. I have great relationships with our distributors and always advocate for collaboration between manufacturers, distributors, and resellers. Even though I’ve never worked for a distributor, I feel like I have offices at many of them!

Kate Orara: That makes sense! So, let’s talk about partnerships. What are some key traits or behaviors you look for in a successful channel partner?

Rob Nordby: Great question! A successful partner is motivated and truly embraces the term “partner.” Transparency and goal alignment are huge. Whether a partner is small or large, if we establish a long-term plan and stick to it, that makes for a great relationship. We love investing in partners who are committed to working toward mutual success.

Kate Orara: From a partner’s perspective, what should they expect in terms of support, resources, and communication from a manufacturer like Elo?

Rob Nordby: Honesty is number one. We all know about channel conflict, but maintaining a clean channel is a priority for Elo. Partners should expect reliable products, transparency about where our solutions work best, and clear guidance. We don’t just push products; we help partners find the right solutions for their customers. When manufacturers and resellers work together with honesty and a shared goal, it leads to successful rollouts and strong relationships.

Kate Orara: Speaking of rollouts, how do you involve partners in launching new products, and what are some best practices for ensuring a smooth rollout?

Rob Nordby: We prioritize roadmaps. Communication is key—we make sure partners are informed well in advance about what’s coming. Training is also essential. With large-scale rollouts, like those for Walmart or Target, understanding needs upfront and sharing that information between manufacturers and resellers prevents surprises down the road. Bringing partners in from day one creates a cohesive strategy and minimizes issues later.

Kate Orara: That makes so much sense! So, tell us about the Elo Elite Partner Program. How does it benefit partners in tangible ways?

Rob Nordby: The Elo Elite Partner Program is designed to reward and support our partners. It’s a tiered program where the more a partner sells, the better their discounts and rebates. But it’s not just about revenue—we also reward value-added services, training participation, and product engagement. We keep a clean channel and use deal registration to ensure partners can remain competitive. The goal is to build a long-term, mutually beneficial relationship.

Kate Orara: What are some common challenges manufacturers and channel partners face in building strong relationships, and how can they be addressed?

Rob Nordby: One big challenge is trust. Customers sometimes try to turn manufacturers and resellers against each other, which can create tension. Maintaining transparency, staying aligned, and working toward the same goal help mitigate those issues. Another challenge is competition and market consolidation, which can make it harder for smaller partners to compete. That’s why we advocate for a balanced channel approach.

Kate Orara: If you could change one thing about the channel today, what would it be and why?

Rob Nordby: I’d like to see less consolidation. The increasing number of mergers makes it difficult to maintain a diverse and competitive market. I also wish resellers would trust manufacturers more. We truly want to help them succeed, but sometimes there’s hesitation to share opportunities early on. Building trust through transparency is key.

Kate Orara: That’s a great perspective. Thank you, Rob, for sharing your insights! We’ll include your LinkedIn and contact details in the show notes for anyone who wants to connect.

Rob Nordby: Thanks for having me, Kate! This was fun. Looking forward to seeing you on the road.

Kate Orara: And that’s a wrap for this episode of the Rising Stars Podcast! A huge thanks to our listeners for tuning in and to our phenomenal guest for sharing his insights. Don’t forget to subscribe, rate, and leave a review. Your feedback fuels our journey to bring you the best in retail tech.

Stay connected with us on social media for updates and behind-the-scenes content. The future of retail technology is in our hands, and together, we are shaping it. Keep innovating, keep rising, and until next time, this is Kate Orara signing off. Together, we rise.

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