Case study / BOXTEC

Turning industry relationships into qualified pipeline

POS & SCO

UK retail market

Dozens

of new qualified leads

Multi-million £

qualified pipeline

Client snapshot

BOXTEC designs and manufactures customer engagement technology—point-of-sale systems, self-service checkout (SCO) kiosks, and panel/embedded PCs—for retail, hospitality, gaming, healthcare and industrial markets. With in-house design and manufacturing, BOXTEC's engineering credentials were never in question. Getting that story in front of the right people in UK retail was a different problem.

The challenge

UK retail POS and self-checkout is a crowded, competitive market, and BOXTEC's ambitions were commercial, not reputational: grow brand awareness among the retailers who actually buy this technology, and turn that awareness into qualified pipeline. The gap wasn't product or delivery—BOXTEC's own case studies prove the engineering holds up at scale. The gap was reach: getting in front of the senior retail decision-makers who control POS and SCO budgets, in a way that felt like a genuine industry relationship rather than a vendor pitch.

The approach

Content with real retail credibility

Redline Retail produced What's in the Box, a podcast carrying the BOXTEC name to an audience of retail decision-makers, with C-level guests from organisations including Olympia, Fortnum & Mason, Sainsbury's and Gibson. Each episode put BOXTEC's name next to the people actually setting retail technology budgets—association by proximity, not advertising.

Listen to the podcast

A personal network, not a prospect list

Andrew Busby's 25+ years inside UK retail meant introductions to BOXTEC were personal, not cold. That distinction matters in a market where buyers are wary of vendors and generous with people they already trust.

Leaders Roundtables

Redline Retail's invitation-only executive dinners put BOXTEC's leadership in the room with senior retail decision-makers in a Chatham House setting—no pitches, no sponsor branding, just the kind of conversation that builds the relationships a cold outbound campaign never reaches.

“Andrew consistently contributed deep industry knowledge and a clear understanding of emerging retail trends. His insights added significant value to our strategic discussions, helping us better understand the challenges and opportunities facing retailers and how technology can be leveraged to deliver meaningful business outcomes.”
Conor Begley · Managing Director, BOXTEC

The room BOXTEC was put in

Through Redline Retail's Leaders Roundtable programme, BOXTEC's leadership sat down with senior decision-makers from organisations including Currys, John Lewis, M&S, Harrods, Boots, DFS, Holland & Barrett, Primark and the British Retail Consortium—at chief officer, chair and director level, not delegates sent in their place. These aren't contacts from a database: every invitation is personal, and the access exists because Redline Retail is independent of any vendor, retailer or agency.

“Andrew's extensive network and credibility within the retail sector enabled introductions to key stakeholders across major UK retailers, helping BOXTEC establish and strengthen strategic relationships that would have otherwise been difficult to access.”
Conor Begley · Managing Director, BOXTEC

The results

The combination of content, personal network and roundtable access converted into commercial outcomes: dozens of new leads and qualified pipeline running into the multi-millions, built from relationships BOXTEC could not have reached through advertising or outbound sales alone. As Conor Begley put it, Andrew Busby has been "an invaluable asset to BOXTEC, bringing a unique combination of retail expertise, industry connections, and genuine passion for helping retailers navigate change."

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