TRUNO and Toshiba Partner to Bring AI-Powered Retail Tech to the Masses

LUBBOCK, Texas – March 10, 2026 – In a significant move set to accelerate the adoption of artificial intelligence in the retail sector, TRUNO Retail Technology Solutions announced today it has become the first certified partner authorized to sell and deliver Toshiba's ELERA® Commerce Platform across North America. The partnership aims to make sophisticated, AI-driven store intelligence accessible to a broader market, promising modernization without the operational chaos of traditional system overhauls.

This certification marks a major milestone for both companies. For Toshiba Global Commerce Solutions, it expands the sales and implementation channel for its flagship AI platform. For TRUNO, a long-standing Toshiba Diamond Partner, it adds a powerful, next-generation tool to its portfolio, solidifying its position as a leading integrator in the competitive retail technology space.

Modernization Without the Mayhem

For years, retailers have faced a difficult choice: continue operating with aging, siloed legacy systems or endure a costly and disruptive “rip-and-replace” strategy to modernize. This challenge has often left advanced capabilities, such as unified commerce and AI-driven insights, out of reach for many. The TRUNO and Toshiba partnership directly confronts this dilemma by championing ELERA®’s core promise of “innovation without disruption.”

Unlike monolithic systems of the past, the ELERA® platform is built on a modular, API-first architecture. With over 45 pre-packaged microservices and more than 550 APIs, the platform is designed to coexist with a retailer's existing technology stack. This allows businesses to introduce new features and modernize specific capabilities—such as point of sale, loyalty, or inventory management—incrementally. Retailers can roll out new services, test them independently, and scale them without tearing down the foundational systems that run their daily operations. This agile approach is critical for maintaining business continuity while still pushing for innovation.

“At TRUNO, we take our role in navigating customers through the ever-changing world of retail technology seriously,” said Chris St. Clair, CEO of TRUNO. “That's why we work with the most respected brands in the industry, and Toshiba is a partner who helps us equip retailers with the right tools for the job. ELERA® gives our customers the flexibility to innovate without disruption, and we're proud to be the first partner certified to deliver it.”

Unifying Commerce with Intelligent Operations

The ultimate goal of the ELERA® platform is to create a truly unified commerce environment, erasing the lines between a retailer’s physical and digital channels. In today's market, consumers expect a seamless experience whether they are shopping in-store, online, or via a mobile app. Delivering this requires a single, consistent source of data for customers, products, and transactions.

ELERA® achieves this by leveraging AI and the Internet of Things (IoT) to create smarter, more responsive store operations. The platform can integrate with a network of in-store devices like cameras and sensors, using edge computing to process data in real-time. This enables a host of intelligent functions that directly impact both the customer experience and the retailer's bottom line. For example, AI-powered computer vision can automatically identify produce at self-checkout, reducing customer friction and preventing loss. The same technology can be used for real-time shrink detection, alerting staff to potential theft or scanning errors as they happen.

Beyond loss prevention, the platform’s AI capabilities extend to enhancing customer engagement. By unifying data from all touchpoints, ELERA® provides a deeper understanding of customer behavior, allowing for dynamic, personalized promotions and loyalty rewards delivered in real time. This transforms the store from a simple point of transaction into an intelligent, data-rich environment.

A Strategic Alliance in a Competitive Race

The retail technology landscape is fiercely competitive, with giants like Salesforce and SAP offering their own comprehensive commerce clouds. The deepened partnership between Toshiba and TRUNO represents a strategic maneuver to carve out a distinct advantage in this crowded field. By combining Toshiba’s globally recognized hardware and advanced software with TRUNO’s proven implementation expertise, the alliance offers a compelling, end-to-end solution.

TRUNO brings over 45 years of experience and a track record of success across more than 13,000 customer sites, particularly within the demanding grocery sector. Their expertise in managing complex, large-scale deployments for clients like Food Giant and Northgate Market makes them an ideal partner for bringing a sophisticated platform like ELERA® to market. They understand the practical realities of retail operations and have a history of solving complex integration challenges.

This hands-on experience is precisely what Toshiba is banking on to accelerate adoption. “By certifying TRUNO to sell and implement ELERA®, we're combining Toshiba's AI-driven retail platform with TRUNO's deep industry expertise to help retailers modernize operations faster, simplify store technology, and unlock greater value from their investments,” stated Crystal Harrison, Vice President, Channel & Pre-Sales Solution Architects at Toshiba Global Commerce Solutions.

Expanding Access and Overcoming Hurdles

While the benefits of unified commerce are clear, adoption has been hampered by significant barriers, including high costs, a lack of in-house technical expertise, and the complexity of integrating new platforms with legacy systems. The partnership is structured to lower these barriers.

By authorizing an experienced integrator like TRUNO, Toshiba is effectively creating a more accessible on-ramp for retailers who may lack the internal resources to manage such a transition on their own. TRUNO can guide clients through the entire process, from initial strategy and system design to deployment and ongoing support, mitigating the risks associated with large-scale technology projects.

Initially targeting the grocery and general merchandise segments where ELERA® is already proven, the partnership aims to expand its reach into new retail verticals across North America. By offering a scalable, modular path to modernization, TRUNO and Toshiba are betting that they can empower a wider range of retailers to compete in an increasingly digital-first world. This collaboration is not just about selling software; it is about delivering a strategic framework for continuous innovation, making the future of retail more accessible for everyone.