How A Leading Seafood Retailer Solved the Chaos of Multi-Channel Distribution with RCS and NCR Counterpoint POS
We recently explored the operational realities of wholesale food retail and distribution by focusing on Western Edge Seafood, a nationally recognized seafood supplier based in Pittsburgh. Known affectionately as “The Fish People,” their success lies in balancing diverse business models: fulfilling bulk wholesale orders for restaurants and managing bustling customer-facing retail markets.
Their solution for this unique complexity? Implementing the NCR Counterpoint POS System through their partnership with RCS. This powerful unified POS system addresses the key challenges every wholesaler faces. Here are the educational points, unique challenges, and insights on how the right technology delivers a unified solution for modern wholesale and retail operations.
The Dual Identity Challenge: Unified Wholesale and Retail POS
How do you handle wholesale bulk orders and retail walk-ins using the same POS system?
Oftentimes, this is where many food businesses struggle. For Western Edge Seafood, the answer was finding a solution powere 
d by NCR Counterpoint POS that truly understands both worlds. The system manages massive bulk orders destined for restaurant kitchens while simultaneously processing quick cash-and-carry transactions for retail customers.
The key is the NCR Counterpoint platform’s automatic application of contract pricing and quantity discounts—no manual calculations, no separate systems, and no confusion. This unified system ensures wholesale and retail POS operations run side by side without needing duplicate technology, streamlining all transactions under one roof.
The Perishability Problem: Advanced Wholesale Inventory Software
How does NCR Counterpoint track inventory that’s fast-moving and time-sensitive like fresh seafood?
Inventory is the challenge that keeps wholesale food operators up at night. Highly perishable products, tight margins, and constant rotation make inventory management crucial.
Western Edge utilizes the system’s:
- Bin-level warehouse tracking to ensure precise location awareness.
- Automated reorder points to prevent dreaded out-of-stock calls from clients.
- Expiration controls that safeguard margins by minimizing spoilage/shrinkage.
The result is real-time inventory visibility that ensures fresh products reach customers, minimizes waste, and preserves profitability on every sale.
The Accounting Headache: Seamless QuickBooks Integration
Can NCR Counterpoint integrate seamlessly with QuickBooks for wholesale accounting?
Every wholesale distributor understands the end-of-day reconciliation nightmare. NCR Counterpoint solves this with a robust QuickBooks integration that automatically pushes sales and payment data from the POS directly into the financial system. There is no manual data entry or transcription errors, just faster, cleaner reporting that provides the financial visibility needed to run the business.
Speed and Service: Modern POS Hardware and Functionality
Whether it’s a rushed restaurant manager or a walk-in customer, nobody wants to wait. Western Edge relies on touchscreen interfaces, secure integrated credit card processing, and instant application of discounts. This ensures faster lines and allows staff to focus on product knowledge rather than wrestling with clunky technology.
Meeting Modern Ordering Expectations with E-commerce
What POS features support 24/7 online ordering for wholesale customers?
Today’s buyers expect to place orders on their schedule. Western Edge utilizes integrated e-commerce that syncs online orders with in-store inventory in real-time. Restaurants, grocers, and distributors can place orders 24/7, and inventory automatically updates across all four locations. It’s the kind of convenience that modern wholesale customers increasingly demand.
The Multi-Location Puzzle: Centralized Management
Managing multiple locations plus wholesale distribution is complex. Western Edge relies on multi-store management tools that unify pricing and inventory across all locations. This, combined with labor management and mobile POS devices, creates consistent control across the entire operation and streamlines staff oversight.
Always-On Technology: The Power of Offline POS
What happens when the internet goes down at the store?
For seafood wholesalers, downtime is catastrophic. NCR Counterpoint’s Always-On Technology keeps transactions flowing even during internet outages. This means no lost sales, no frustrated customers, and no operational paralysis during peak hours.
Building Long-Term Relationships with CRM and Loyalty
Wholesale retail is a relationship business. Western Edge leverages the system’s integrated loyalty and CRM tools to track top accounts, offer targeted rewards, and personalize outreach. It’s about turning casual buyers into committed, long-term wholesale customers.
The Data-Driven Advantage: Advanced Reporting
Can POS reporting help me make smarter purchasing decisions?
Western Edge uses advanced reporting dashboards to analyze sales patterns by product, season, and location. This intelligence enables smarter purchasing, more accurate demand forecasting, and enhanced margins. In a business where profitability hinges on purchasing correctly, this insight is invaluable.
The Bigger Picture: Your Operational Backbone
Western Edge Seafood’s story highlights that thriving wholesale businesses successfully integrate multiple channels—wholesale, retail, online, and mobile—into a cohesive operation. The NCR Counterpoint POS System provides the operational backbone needed to scale intelligently while maintaining the service quality and product freshness that customers depend on.
