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Customer Win

Toshiba Simplifies Shopping for Southwest Grocer Chain

Toshiba Global Commerce Solutions’ premium retail technology is driving high customer satisfaction throughout Southwest grocer chain HAC. Inc, dba Homeland.    

Homeland operations are now even more efficient and effective having deployed Toshiba’s latest point-of-sale (POS) and self-checkout systems.  These retail technology solutions are providing Homeland shoppers the convenience, accessibility, and choice of completing their purchase with a store associate or through self-checkout.  
Homeland locations deploying Toshiba’s
Self Checkout System 7 offer four open lanes throughout the day.  This is helping fulfill the employee-owned grocer’s primary objective of providing exceptional customer service with multiple checkout options and faster checkout times.  Toshiba’s self-service checkout option also provides Homeland customers a low-touch checkout option to ensure safe social distancing during the current COVID-19 pandemic while allowing store personnel to focus on other essential tasks. 

“Implementing Toshiba’s POS and self-checkout systems in our stores is definitively improving our shopping experience,” said Homeland Vice President of IT Chris Smith. “As a community-centric and employee-run organization, it is vitally important to deliver elite service to every customer. Toshiba is helping us accomplish this objective.  Whether completing transactions through self-checkout or via traditional lanes, our customers appreciate the convenience and simplicity Toshiba has made possible.”  

Toshiba Diamond Level Partner, TRUNO Retail Technology Solutions understood that Homeland’s customer-experience driven culture made them a great fit for Toshiba’s self-checkout technology. 

Vital to any adoption of new technology is its integration into existing systems, such as Homeland’s loyalty solution. 

“TRUNO’s professional services team managed both the point-of-sale and self-checkout projects to ensure successful implementation into our operations and ultimately providing a seamless experience for our shopper,” Smith added.

Toshiba’s sharing of best practices with Homeland’s IT leadership was integral in establishing shopper acceptance and implementation. TRUNO provided onsite training to reinforce Toshiba’s deployment best practices.  

Toshiba’s focus on utilizing best practices is now resulting in a better than a 40 percent customer utilization rate surpassing Homeland’s 30 percent objective. This degree of self-service usage allows the grocer to deliver a frictionless customer experience while optimizing store operations. 
Homeland will continue improving the customer experience within its traditional lanes by deploying Toshiba’s SurePoint 4820 POS touchscreens, which TRUNO is scheduled to install within a year.  This technology solution will improve associate productivity and further lessen checkout times by enabling store personnel to input transactions more intuitively.  TRUNO is also responsible for servicing Toshiba’s POS and self-checkout systems within Homeland’s Texas and Oklahoma locations.  
“Toshiba is thrilled with the opportunity to work alongside TRUNO to design, engineer and implement a retail solution to simplify and improve the shopping journey for Homeland’s customers,” said Toshiba Global Commerce Solutions Senior Vice President, Head of Global Sales, Bill Campbell.  “We look forward to continuing our close collaboration with Homeland and TRUNO to further enhance the grocer’s customer experience and front-end operations.”

“TRUNO is proud to be the trusted technology partner chosen by Homeland in navigating technology solutions while providing superior professional services to enhance and optimize in-store experiences for their consumers,” said TRUNO President Steven Watters.

About Homeland
Homeland is part of the HAC, Inc. grocery chain headquartered in Oklahoma City, Oklahoma.  As of 2020, HAC, Inc. operates 80 grocery stores in Oklahoma, Texas, Kansas and Georgia. HAC, Inc. operates under multiple banners including Food World, Piggly Wiggly, Country Mart, United, Cash Saver, Ponca City Discount, Super Save and Homeland. Homeland is HAC, Inc.’s largest banner as well as Oklahoma’s largest locally-owned grocery store chain with 30 locations statewide.  Homeland has been 100 percent employee-owned since 2011. The company traces its roots back to 1916 when the first United Supermarket was opened. 
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About Toshiba Global Commerce Solutions 
Toshiba Global Commerce Solutions is a global market share leader in retail store technology and retail’s first choice for integrated in-store solutions.  Together with a global team of dedicated business partners, we achieve brilliant commerce by advancing the future of retail with innovative commerce solutions that enhance customer engagement, transform the in-store experience, and accelerate digital transformation. To learn more, visit and engage with us on Twitter, LinkedIn, Facebook and YouTube. #MomentsThatInspire

TRUNO is the national leader in integrated retail technology solutions.  With 40 years of experience and innovation, 12,000+ customer sites, unmatched customer service, and a best-in-class product portfolio, TRUNO provides secure, stable and integrated technology solutions empowering businesses of any size to succeed in an ever-changing, competitive environment. To learn more, visit and engage with us on Twitter, LinkedIn, and Facebook.

Media Contacts: 
Dennis Maxwell
[email protected]

Toshiba Global Commerce Solutions
Fredrik Carlegren
[email protected]

TRUNO Retail Technology Solutions
Kara Watson
[email protected]


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