During the era when big-box retailers lacked well-equipped consultative salespeople to help consumers choose the latest technology, Brett Beveridge conceptualized the idea of The Revenue Optimization Companies (T-ROC Global). T-ROC was established in response to the growing need for retail businesses to adopt digital technology. Since then, the company has continuously pushed its boundaries and emerged as a parent company that houses stand-alone companies seeking specific retail solutions.
Brett Beveridge: The Man at the Helm
Beveridge understands the retail industry from the inside out and realizes a lack of expertise in helping customers choose the latest technologies, such as cell phones and rate plans. He also recognizes the struggles of retail businesses to cope with customer service, artificial intelligence, connectivity, big data, and the omnichannel experience. These realizations collaboratively paved T-ROC Global’s way in launching revolutionary new technologies and software products to support the retail industry.
Defeating Entrepreneurial Challenges
Beveridge is a serial entrepreneur who thrives on building businesses from the ground up and prides himself on being at the forefront of technology. At a young age, he learned the value of hard work as he shouldered various job roles, from waiting tables to a papaya field. Brett Beveridge’s entrepreneurial spirit since the age of 9 propelled him to try out several ventures before T-ROC.
During his senior year at the University of Miami, he started his first formal venture at the age of 23 years by selling cell phones out of a van. In less than a year, he and his college friend turned that bootstrap company into the largest independent wireless retailer, having 300 stores nationwide, Let’s Talk Cellular & Wireless. Later, he took that company public and sold it to Nextel.
Brett believes in combining people and technology to help companies reduce costs and increase sales while exceeding customer expectations. He propelled the parent company of six brands, T-ROC Global, to become a leader in the wireless, electronics, software, and retail industries, assisting retail giants such as Epson, T-Mobile, AT&T, and Bose.
Beveridge continued to harness his entrepreneurial spirit, raising millions from national venture capital firms like Goldman Sachs to co-found LetsTalk.com, which became one of the largest online e-tailers of wireless products and services.
This statement reflects Brett’s entrepreneurial excellence – “Brett has successfully founded more than 20 companies and used his experience to help national wireless and technology companies with reorganization, profit turnarounds, mergers and acquisitions, and initial public offerings.”
Embracing Success
Brett has embraced entrepreneurial success in many ways. As a top leader in his field, he is the Chair Emeritus of the Consumer Technology Association’s Wireless Board, involved in discussing industry issues and devising solutions. As the past chair of The Young Presidents Organization (YPO) of Miami, Brett fosters long-term personal and business relationships and assists business leaders with strategic ideas. Here are some other remarkable achievements of Brett that mark his entrepreneurial success-
- Ernst & Young’s 2017 Entrepreneur of the Year – Florida
- Gold Stevie Award for Entrepreneur of the Year – Retail category
- The “Powerful Influencer” Leadership Award at the 2019 Extraordinary Women Leading Change 7th Annual Leadership Conference
- An honoree in South Florida Business Journal’s 2021 Ultimate CEO Awards
Apart from these accolades, Brett’s companies have been listed on the Inc. 500|5000 lists and Deloitte Technology Fast 500 fifteen times.
An Exemplary Leadership Approach
Beveridge’s leadership approach focuses on investing in people as he likes to see others succeed. As a Miami native, he has tirelessly dedicated his time and donations to mentor kids in the community. His role as the past chair and member of the Foundation Board of Big Brothers Big Sisters Miami is a validation of his unique leadership approach. As a member of this organization, Brett not only contributes to the tourism and economic development of South Florida but also supports students and athletes of the community. His exemplary contribution to community development has named him one of South Florida’s most influential business leaders for six consecutive years.
As an inspiring leader, Beveridge has shaped the future of many. Serving as a member of the United Way Tocqueville Society, he has provided passionate individuals the opportunity to get deeply involved in the organization’s mission. His leadership approach exceeds the boundary of leading a business only; it encompasses community development as a whole.
Furthermore, he supported higher education as a member of The President’s Council, a past volunteer mentor at the University of Miami’s Business School, and currently serves on the university’s Citizens Council Executive Committee. As a top leader in his field, he is a current member and past chair of The Young Presidents Organization (YPO) of Miami.
T-ROC: Purpose and Services
T-ROC Global is known as a cool, cutting-edge, and disruptive company that continues to win bids and business while also attracting and securing the world’s most well-respected brands. They have emerged as a reckoning force within the industry with a reputation for creativity, productivity, and innovation. Their unwavering dedication makes them a go-to solution for big retail brands.
As a retail branding and consulting partner, T-ROC helps companies navigate the modern-day retail shopping experience, redefining the power of people and technology. The company offers a unique combination of people-based services, applications, technology management, mystery shopping programs, actionable market research, and competitive insights that support the complex needs of assisted selling.
As the vision echoes, “T-ROC Global’s expertise and next-generation technology are delivered by a team that is dedicated to driving sales, optimizing performance, and delivering measurable ROI for businesses every single day.”
T-ROC’s strategic approach focuses on reviewing how things have always been done versus how they should be done. Being a solution-oriented company, T-ROC identifies and analyzes long-term challenges to offer mitigating solutions using disruptive technology. Their patented and proprietary technologies are specially crafted to solve individual client needs.
What Sets T-ROC Apart?
T-ROC Global’s recent launch of VIBA is what sets the company apart. The company spent years creating VIBA (Virtual Interactive Brand Ambassador) and launched it during the pandemic. With expert agents and/or a bot named Valerie, VIBA offers a new paradigm shift for customers. This innovative technology is programmed to answer questions, discuss particular use cases, play videos, product specs, discounts, display and print relevant paperwork, and broadcast product demonstrations.
“VIBA brings a completely new customer experience for shoppers who need immediate answers on a particular product or service in-store or even from home,” shares Brett. Through VIBA, businesses can learn to improve conversion rates, drive revenue, increase coverage, strengthen brand loyalty, and improve customer satisfaction – all while lowering costs and elevating current team productivity.
T-ROC Global’s value propositions also lie in their workplace development approach. The company embraces diversity and emphasizes work-life balance. They strive to incorporate initiatives and opportunities that entice employees and create a productive workplace. Brett’s approach has helped the company secure the honor of the “Best Places to Work” recognition award by South Florida Business Journal.
Unleashing the Power of Technology and Innovation
Under Brett’s leadership, the company has unleashed the ultimate power of innovation and technology with VIBA. It is a first-of-its-kind in-store customer engagement solution that offers a Facetime-like experience for customers while they are at a store. Through VIBA, customers approach a standing digital display that connects them with a live person answering questions, offering advice, and driving them toward the products they need.
Brett and his team’s technological expertise contributed to the development of this zero-touch, contactless sales and customer service solution. This groundbreaking technology integrates artificial intelligence (AI) and natural language processing (NLP) with live people for an outstanding shopping experience, minimizing wait times and maximizing sales. VIBA’s one virtual ambassador can handle 10 different stores at a time. This innovative technology is programmed to manage customer overflow by directing them to another brand ambassador, avoiding delays in service delivery.
Fostering a Culture of Innovation
As the founder and CEO of T-ROC Global, Brett Beveridge has modeled a core value of “have fun and never take ourselves too seriously.” In the view of T-ROC Global’s new hire director, the work environment is full of laughter as the people genuinely love to work and have fun together. With the responses to T-ROC’s employee survey, one can get an insight into their innovative and productive work culture. As per the survey, 94% of employees take pride in working with the company. Their work culture reflects the reliance of employees on each other for professional as well as emotional support.
This work culture is the product of the trust that Brett has built by making the work environment fun. Let us see how. As the corporate suite number of T-ROC is 450, the company quarterly holds “Club 450” events. These events allow the employees to work early and enjoy happy hour in the office.
Under Brett’s guidance, the company annually hosts a Thanksgiving lunch with about 100 participants. During this event, the company supplies the turkey and ham while employees bring the sides and other items. It is an afternoon of people sharing their “special” recipes, swapping stories, and being thankful that they are together. Most years, T-ROC Global hosts a festive holiday party in Miami for employees and guests. This special event makes T-ROCers feel special and valued, as Brett considers it important to thank employees who worked hard all year and the ones who supported them.
They firmly believe that their competitive edge is the strength of the positive relationships amongst their teams that are fostered by their culture.
Embracing the Future
As the two most buzzing technologies, every industry- especially retail has to have a stance to incorporate AI and ChatGPT in their business. According to Brett, “When it comes to retail, there will be more emphasis on applying AI and ChatGPT to the entire ecosystem.” It could be customer-facing or could be related to farming and harvesting data to brighten the future of one’s business. With the VIBA solution, T-ROC Global explores these technologies to empower their future.
Although there is a fear of this kind of technology taking over, at T-ROC, the company emphasizes technology and people working together for good. Brett is continually investing in AI training for employees to embrace the future. Through this training employees at T-ROC are made more efficient in exploring their existing technologies and ensuring a better work-life balance.
Brett Beveridge’s inspiring leadership stands as a testament to T-ROC Global’s success and innovation in transforming the retail landscape and shielding its future.
Leadership isn’t about the spotlight—it’s about empowering others, embracing challenges, and continuously finding ways to grow as a team and as individuals.
