Macey's and Lin's Upgrade POS System to Enhance Operational Efficiencies and Customer Engagement

Macey’s and Lin’s, two of Utah’s premiere community grocery stores, recently installed DUMAC’s RORCv6 point-of-sale (POS) software system, which is specifically designed for the independent grocer. Both retailers, which are members of Associated Food Stores, have increased the efficiency and effectiveness of their business operations and customer engagement through this system upgrade.

Although adding the new software meant retraining staff, Ashlee K. Johnstun, manager, Associated Food Stores, said the process was quick, easy and user friendly.

“Training was great and everybody was able to catch on right away,” says Johnstun. “The system’s intuitive design means we spend less time on training for our POS system and more time developing employees in other areas.”

One area where RORCv6 has benefited Macey’s and Lin’s is at checkout. The system enables the stores to go from cashier accountability to lane accountability, making shift changeover quick and efficient, without any disruption to guest service. Cash and sales information are accounted for via the RORCv6 system at each checkout lane. This streamlined approach reduces the time required when changing shifts by 50 percent and virtually eliminates counting errors. Lanes are now counted only once a day, by a trained manager, versus multiple times a day by cashiers. Efficiency and accuracy are further improved because bookkeepers no longer have to enter drawer amounts by hand.

In keeping with their belief in creating a great shopping experience and adjusting to their customers’ needs, Macey’s and Lin’s provide their customers with the option to shop for groceries online. Macey’s and Lin’s integrated Rosie’s e-commerce platform into the RORCv6 system. All retailers using RORCv6 software have access to Rosie’s eCommerce suite, which includes web and mobile shopping apps for consumers, order fulfillment tools, digital marketing services and data analytics.

“Our partnership with the Rosie app from day one has just been awesome,” says Troy Marchant, assistant store director, Lin’s. “The Rosie app truly does make it very simple to offer online shopping and it’s been a perfect fit.”

To further serve their customers, Lin’s and Macey’s recently added a loyalty program. With the RORCv6 system, DUMAC was able to seamlessly integrate the third-party loyalty program, helping to engage customers and encourage customer loyalty.

“The biggest thing we like is that whenever we ask DUMAC for new features and capabilities, they’re easy to add,” says Johnstun. “Whether our customers are shopping in-store or online, RORCv6 has helped improve the customer experience, both at Macey’s and Lin’s, which keeps our customers coming back.”

According to Phil McCarthy, vice president, DUMAC Business Services, customer service is key to their business. “It’s really important to us that independent grocers have all of the capabilities that big chains have and then some,” says McCarthy. “What makes independent retailers stand out is their creativity, so it’s really important that we listen to their ideas and respond with the features that make them come to life.”