What TRUNO, Retail Technology Solutions does

TRUNO, Retail Technology Solutions is a privately-held U.S. retail technology provider founded in 1983 and headquartered in Lubbock, Texas. The company specializes in integrated technology solutions for the grocery retail industry, serving approximately 8,000 retail locations across North America with a team of nearly 500 employees distributed across 11 U.S. office locations. TRUNO operates as a vertical-focused systems integrator and value-added reseller, combining proprietary software with third-party point-of-sale platforms (primarily NCR and Toshiba), hardware, professional services, and 24x7 managed support. The company was formed and scaled through the 2017 merger of TRUNO, SAM Group, and StorePOS (with brand assimilation effective March 2018) and the acquisition of DMA (back-office analytics) and TimeForge (human capital management).

The company's product portfolio is organized around four solution categories: Point of Sale (NCR ENCOR, Toshiba ACE POS, self-service checkout, mobile POS), Margin Management (DMA analytics, electronic shelf labels via DisplayData, Store Director shelf-audit application, scales and wrappers), Risk Management (TruView BI platform, TruBalance cash management, remote systems management, data security/PCI, return management, backup services via TruHosting), and Digital Commerce (TruCommerce cloud middleware, healthy benefit programs including SNAP Double Up Food Bucks, FoodStorm food ordering, and Caper Carts). Proprietary software assets include TruView (BI and mobile analytics for NCR and Toshiba POS clients), TruCommerce (cloud middleware for back-office/POS integration), DMA (data aggregation and analytics), and Store Director (shelf-label audit app). TRUNO also distributes TimeForge, a human capital management platform acquired in 2016, into grocery accounts.

TRUNO's revenue model combines recurring software licensing and platform subscriptions with hardware sales, professional services (staging, installation, integration, customization, implementation, back-office support), and managed services with a stated 99% SLA success rate and 168,956+ annual service/support calls. The go-to-market is dual-channel: direct sales to mid-market grocery operators via an 11-office field network, and certified partner channel relationships with major platform providers, most notably as the first certified partner authorized to sell and deliver Toshiba's ELERA AI-powered Commerce Platform (announced March 2026). Pricing is not publicly disclosed and is custom-quoted based on store count, scope, and integration requirements. No revenue figures are publicly reported. The customer base is concentrated in regional and independent grocery retailers in the United States, with named case-study customers including Food Giant, Foodarama Supermarket, Northgate Markets, and Porter's Thriftway.

Name

TRUNO, Retail Technology Solutions

Legal name

Truno Retail Technology Solution, Inc.

Website

https://truno.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

TRUNO is a privately-held U.S. retail technology integrator serving roughly 8,000 grocery retail locations with proprietary software (TruView, TruCommerce, DMA) and certified-partner delivery of NCR and Toshiba POS systems, hardware, and 24x7 managed services.

Ownership category

akta.pro rank

Product category

Retail Technology Solutions

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Retail ERP (Merchandising, POS Back Office) (HDAEAEAD)

akta.pro secondary industries

POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC), Self-Checkout Kiosks & Interactive Retail Kiosks (HDACAKAH), POS Accessories & Spares (Cables, Stands, Cases, Replacement Parts) (HDACAKAL)

Keywords

• Grocery point of sale
• Retail technology solutions
• Back office management
• Retail business intelligence
• POS systems integration

Headquarters

HQ city

Lubbock

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Software Licensing and Platform Solutions: Sales and licensing of NCR ENCOR, Toshiba ACE POS, and proprietary software solutions including TruView, TruCommerce, and DMA.
2. Hardware Sales: Sales of POS hardware, self-service checkout, mobile devices, electronic shelf labels, scanner scales, and related retail technology hardware.
3. Professional Services: Staging, installation, systems integration, implementation, customization and development, and back office support services.
4. Service and Support: 24x7 national service and support including remote and on-site services with 99% SLA success rate.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

TRUNO provides integrated retail technology solutions to grocery retailers across North America, including point-of-sale software (NCR ENCOR and Toshiba ACE POS), proprietary business intelligence and middleware tools (TruView, TruCommerce, DMA), electronic shelf labels, self-service checkout, mobile POS hardware, and 24x7 professional services spanning staging, installation, systems integration, and ongoing support.

Product overview

TRUNO is a retail technology solutions provider serving grocery retailers for over 40 years, offering a portfolio of integrated solutions organized around Point of Sale (NCR ENCOR, Toshiba ACE POS, Self-Service Checkout, Mobile POS), Margin Management (DMA analytics platform, Electronic Shelf Labels, Store Director), Risk Management (Business Intelligence via TruView), and Digital Commerce (TruCommerce middleware, Loyalty Programs). The company recently added Toshiba's ELERA AI-powered commerce platform through a new certified partnership. Products are designed to integrate with each other and existing retailer systems, with professional services including implementation, systems integration, and 24/7 support. TRUNO serves approximately 8,000 retail locations nationwide with a team of nearly 500 employees across multiple U.S. locations.

Differentiator

Problem solved

Functional benefit

Brands

• DMA: Retail-focused software providing advanced data insights, store and headquarter solutions, reporting, and data integration for retail operations.
• TimeForge

Products and services

• NCR ENCOR Complete point-of-sale service platform for grocery retailers creating a frictionless shopping experience, providing item master, DSD receiving, perpetual inventory, cash office processes, and cloud-enabled open architecture supporting omnichannel shopping.
• Toshiba ACE POS Point-of-sale solution built on Toshiba's extensible platform with AI-based produce and product recognition, flexible interfaces, lightning-speed scanning, advanced payment options, and industry-leading stability and security.
• Toshiba ELERA Commerce Platform AI-powered retail commerce platform enabling retailers to modernize operations and adopt AI-first commerce architecture without traditional rip-and-replace strategies.
• TruView Proprietary business intelligence platform and mobile application empowering NCR and Toshiba POS clients with insights including hourly sales, transaction history, POS reports, cashier performance, and store trend analysis.
• TruCommerce Proprietary cloud-based middleware solution providing painless and cost-effective integration between back office and point-of-sale systems, enabling seamless data flow.
• Store Director Shelf price audit application for Toshiba and NCR point-of-sale users that enables associates to audit shelf labels using a single device, search for items, create custom lists, and print labels.
• DMA (Data Management Analytics) Retail-focused software providing data aggregation, reporting, and integration solutions across existing systems and databases, including headquarters solutions, store solutions, reporting, and integration modules.
• Electronic Shelf Labels Digital shelf label technology that automates pricing updates across stores, reducing labor costs and eliminating manual price tag changes while enabling dynamic pricing strategies.
• Self-Service Checkout Self-service checkout solutions that shorten lines and maximize floor space while reducing labor requirements by allowing associates to assist customers on the floor.
• Mobile POS Mobile point-of-sale functionality using Zebra devices, providing workforce productivity tools with consumer-style devices designed for retail environments.
• TimeForge Complete human capital management solution with labor management modules designed for maximizing workforce productivity in retail environments.
• Professional Services and 24x7 Support Staging, installation, systems integration, customization and development, back-office support, and 24x7 national service and support with a 99% SLA success rate, delivered by nearly 500 technicians and support staff.

Quantifiable outcome

• 99% SLA success rate
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ToshibacoreChannel Partner/ Reseller/ Distributor · 10 March 2026TRUNO became the first certified partner authorized to sell and deliver Toshiba's ELERA Commerce Platform, an AI-powered retail solution. This certification enables TRUNO to help retailers modernize operations and adopt AI-first commerce architecture without traditional rip-and-replace strategies. The expanded partnership aims to accelerate AI-driven retail innovation across North America.
• NCRcoreTechnology or IntegrationTRUNO provides NCR ENCOR grocery POS software and ISS45 systems. NCR ENCOR is a complete service platform creating friction-less shopping experiences. TRUNO offers conversion services from ISS45 v8 to ENCOR with seamless implementation.
• SAM GroupcoreStrategic or Co-development PartnerIn 2017, TRUNO, SAM Group, and StorePOS formally united efforts to become the most elite retail technology provider in the industry. Effective March 2018, the SAM Group and StorePOS brand identity assimilated into TRUNO.
• StorePOScoreStrategic or Co-development PartnerIn 2017, TRUNO, SAM Group, and StorePOS formally united efforts to become the most elite retail technology provider in the industry. Effective March 2018, the SAM Group and StorePOS brand identity assimilated into TRUNO.
• TimeForgecoreTechnology or IntegrationTimeForge is a complete human capital management solution with modules for labor management. It was integrated into the TRUNO brand family as part of the 2017-2018 brand consolidation, working together with sales and operational data for workforce optimization.
• My Cloud GrocerminorGTM or Marketing PartnerPartner spotlight relationship for click-and-collect solutions. TRUNO expanded its point of sale offerings through this partnership to provide omnichannel capabilities.
• Swift ShopperminorGTM or Marketing PartnerPartner spotlight relationship for skip-the-checkout solutions. Partnership focused on enhancing the point of sale experience through innovative shopping technology.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Diebold Nixdorf: Diebold Nixdorf is a large established provider of POS hardware, software, and managed services for retail and banking. Overlaps with TRUNO across POS hardware sales, deployment, and services but at significantly larger scale and broader portfolio.
• Manhattan Associates: Manhattan Associates provides enterprise supply chain, inventory, and store operations software for large retailers including grocers. Overlaps with TRUNO on store-level analytics and operational software but operates at a much larger scale with a broader portfolio.

Direct peers

• Celerant Technology: Celerant Technology provides point-of-sale and retail management software for specialty and mid-market retailers, including grocery. Comparable to TRUNO in offering integrated POS, back-office, and eCommerce tools aimed at small-to-mid-sized retail chains.
• Zumasys: Zumasys is an IT services and retail technology provider specializing in POS, ERP, and managed services for retail and grocery customers. Comparable to TRUNO in services-led delivery model focused on mid-market grocers and multi-location retailers.
• Retail Pro International: Retail Pro provides POS and retail management software for specialty retailers with a global partner channel. Comparable to TRUNO's indirect-channel and software-led model, though more focused on specialty retail than grocery.
• Retail Consult: Retail Consult is a global retail technology consulting and integration firm offering POS implementations, store systems, and digital transformation services. Comparable to TRUNO in services-led model serving mid-market and large grocery and specialty retailers.
• LS Retail: LS Retail offers unified POS and retail management software built on Microsoft Dynamics, serving grocery, hospitality, and specialty retail globally. Comparable to TRUNO in vertical-software-plus-services approach targeting mid-market retail chains.
• Aptos: Aptos provides unified commerce and POS software specifically for grocery and specialty retail, offering similar back-office, point-of-sale, and analytics capabilities to TRUNO. Highly comparable in vertical focus, customer base (mid-market and regional grocers), and delivery model.
• GK Software (Fujitsu): GK Software, now part of Fujitsu, provides enterprise POS and store solutions software for retail, including grocery. Competes directly with TRUNO's POS software offering and integrates with similar back-office and BI ecosystems.
• Stanchion: Stanchion is a retail technology solutions integrator delivering POS implementation, payment, and store systems to grocery and retail chains. Direct peer to TRUNO in providing professional services, hardware staging, and platform integrations around major POS vendors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/truno_tech
• Facebookfacebook.com/trunotech
• LinkedInlinkedin.com/company/truno

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TRUNO, Retail Technology Solutions