6 questions to APG/Cash Bases

Interview of Stephen Bergeron, Vice President Global Marketing at APG/Cash Bases


Stephen Bergeron, Vice President Global Marketing at APG/Cash Bases

Can you briefly describe your activity?

APG Cash Drawer, LLC of Minneapolis, Minnesota USA and the Cash Bases company of Newhaven, East Sussex United Kingdom, merged to form the APG/Cash Bases company in September 2015.  The new company represents over 67 years of cash drawer solutions and cash management experience. We supply cash drawer and cash management solutions for major retailers in 75 countries worldwide. Our vision is To Globally Enhance Security and Efficiency at the Point of Sale. 

What are the main features of your services? What are the innovations you will be putting forward?

APG/Cash Bases supports a product range of over 10,000 unique cash drawer offerings ranging from general application solutions to total custom offerings. Cash drawer formats include slide out, flip-top, and cassette styles - paired with 25 possible interfaces. Connectivity options include Bluetooth, WiFi, Ethernet, Serial, USB, and various printer interfaces which create a deep portfolio that meets any retailer’s business needs. We constantly strive to produce innovative solutions that deliver personalised value to our customers; the emphasis is always on supplying what the customer actually needs and not just a ‘close fit.’

What are the trends in your field market?

The ever expanding number of e-payment options continues to dominate the marketplace. Mobile phones, lending themselves to mobile wallets, seem to appear in everyday conversations.There is always the traditional credit card and credit card security topic which continues to make headlines.  Lost in this discussion is the fact that on a worldwide basis 85% of all retail transactions are cash based. 

As the cost associated with managing cash continues to rise, retailers are being forced to look for cost effective cash management solutions. The APG/Cash Bases SMARTtill™ Cash Management Solution is such a tool that helps retailers improve their cash loses while reducing the in-lane and back office labor costs. The SMARTtill™ Intelligent Cash Drawer immediately counts the cash contents of each individual coin and note compartment after every transaction and reconciles the cash to the sales transaction. The information is then made available electronically allowing the retailer to automate its audit process.  

Who are your current customers and which audience would you like to reach?

We currently supply cash drawer solutions to leading retailers in a variety of sectors including: Quick Service Restaurants, grocery, DIY chain, fashion, gas stations. Our customers include: Auchan, Leclerc, Carrefour, Mc Donald’s, KFC, Decathlon, La Poste, Castorama, and many others.

What motivated your decision to take part in Equipmag?

France is an important market to us and as such we have found that Equipmag is the best way to reach this marketplace. We have been exhibiting at Equipmag for over 20 years. During these exhibitions we have successfully introduced new products to the marketplace. The show is a high profile event; the quality of presentations, the range of technology vendors, combined with the networking opportunities, makes Equipmag a go to event for vendors and retailers alike.

What are your thoughts about the creation of Paris Retail Week and Equipmag being held jointly with E-Commerce Paris?

Retail is moving beyond traditional brick and mortar as it merges with e-commerce and becomes omni-channel. By merging the two events it will give suppliers and retailers better insight to the emerging trends. We welcome this opportunity and hope it will be beneficial to our company.

Paris Retail Week is:

  • Sept. 2017
  • Sept. 2018