Expert Insights
August 12, 2026
What does it take to support grocers and retailers across 32 states with practical, scalable tech?
In this Expert Insights interview, Audrey Hogan talks with Bobby Bauer, President of Business Machines Company (BMC), about how his journey from warehouse worker to company president shaped his people-first leadership philosophy. Bobby shares how he approaches technology adoption at the right pace for each client and why focusing on solving current customer problems is more important than chasing bleeding-edge innovation.
Watch the full interview to learn how BMC is helping retailers thrive with thoughtful service and adaptable solutions.
Start at the bottom and grow with purpose: Bobby began his career sweeping floors at BMC and now leads the company as president — showing what’s possible through service and merit.
Service is the core of fulfillment: Solving problems for real people is Bobby’s biggest motivation and is central to BMC’s success.
You don’t need an Ivy League degree to lead: Retail tech offers career paths to people from all backgrounds, especially those focused on helping others.
Customer-first innovation works best: Instead of pushing bleeding-edge tech, Bobby recommends solving immediate problems with tiered solutions and building from there.
The industry is entering a generational shift: New leadership is emerging across retailers, vendors, and wholesalers — and the industry will evolve based on how open they are to new ideas.
Relationships matter in retail: As Audrey and Bobby discuss, this is a close-knit industry that rewards helpfulness, collaboration, and real conversations.
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BMC (Business Machines Company): A Michigan-based point-of-sale technology reseller supporting grocery, restaurant, and retail across 32 states.
POS (Point of Sale): The system used to complete sales transactions, typically including registers, scanners, and software.
Bleeding edge technology: The latest and most advanced technology, often adopted early by vendors before retailers are ready.
Retail tech: Technology used in the retail space to improve operations, customer service, and profitability.
Tiered rollout: A phased approach to technology implementation, allowing clients to start with essential tools and build over time.
WGA (Women Grocers of America): A nonprofit supporting women in the grocery industry through mentorship, leadership, and networking.
00:06 – Audrey Hogan:
Would you just introduce yourself freely for everybody?
00:08 – Bobby Bauer:
Sure. I’m Bobby Bauer with BMC — President of Business Machines Company out of Lansing, Michigan.
00:13 – Audrey Hogan:
What’s BMC?
00:14 – Bobby Bauer:
We’re a point-of-sale reseller. We serve the grocery, restaurant, and retail spaces. We’re based in Michigan but operate in 32 other states.
00:23 – Audrey Hogan:
Wow — that’s a lot of states. What was your first hourly job?
00:28 – Bobby Bauer:
My first hourly job was actually at BMC, working in the warehouse — sweeping floors, receiving packages, mowing the lawn.
00:39 – Audrey Hogan:
Paying those dues! What’s your day-to-day look like now?
00:44 – Bobby Bauer:
Mostly sales, managing our team, refining processes, and making sure we’re on the right path strategically.
00:55 – Audrey Hogan:
What do you find fulfilling about working in this space?
01:19 – Bobby Bauer:
Serving people. I enjoy solving problems, and every day it’s something different. But each problem helps a real person. That’s what I enjoy — helping people solve what’s in front of them.
02:04 – Bobby Bauer:
The opportunity in retail isn’t limited to Ivy League grads. If you start at the bottom and focus on the needs of others, there are people who’ll help you grow — because they started the same way.
02:24 – Audrey Hogan:
I just spoke with Kristin Popp of WGA — she’s creating space for women to feel supported and confident in the industry.
02:56 – Audrey Hogan:
And what I love about this industry is that people who’ve been in it five years or 40 years are always asking, “What are you working on? Can I help?”
03:13 – Bobby Bauer:
Absolutely. I’ve seen some interesting tech here — robotics folding napkins, AI in back office reporting, smart suggestive retail. It’s starting to feel tangible, not just conceptual.
03:42 – Audrey Hogan:
I’ve heard a lot of discussion about labor, recruiting, and retention. On the vendor side, we’re on the bleeding edge — but many retailers aren’t there yet. It’s frustrating because we see what’s possible, but they’re not ready to leap.
04:34 – Bobby Bauer:
I see that too. NGA has a generational shift happening. A lot of executives are sunsetting their careers. A new wave of leadership is emerging — it’ll be interesting to see if they’re more open to bleeding-edge adoption or stick with the old ways.
05:10 – Audrey Hogan:
Time will tell. We’ll compare notes next year.
05:16 – Audrey Hogan:
Any final insights you’d like to share?
05:29 – Bobby Bauer:
Focus on the problems your customer actually has today. Maybe they’re not ready for the bleeding edge — that’s okay. Offer a tiered solution. Help them solve today’s problem, and you’ll earn the right to introduce the next solution when they’re ready.
05:47 – Audrey Hogan:
Thanks so much for your time.
05:49 – Bobby Bauer:
Of course. Thank you for having me.
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