SelfPoint in the News


Retail Strategist Tom O’Reilly Joins Self Point Board of Directors

 Software-as-a-service executive to offer strategic guidance on grocers’ top priorities

for digital solutions partners


BROOKLYN, N.Y.  (May 22, 2018) – Self Point, the leading digital commerce partner for supermarkets and specialty food retailers, today announces the appointment of Tom O’Reilly to the company’s board of directors. O’Reilly is a well-respected retail executive and entrepreneur with experience supporting retailers in elevating their brands, increasing sales, and boosting customer loyalty. As president and CEO of Aptaris, an enterprise marketing and promotions management innovator, O’Reilly transformed the organization from a printing and creative services-focused resource for retailers into a software-as-a-service and marketing intelligence partner. Aptaris was recently acquired by a leading data science company.


Tom is a welcome addition to our board of directors. He has a rich experience in bringing business process and innovations to life with retailers across all trade groups — especially grocers,” said Mike Haaf, CEO of Self Point. “Tom has worked with global brands, national retailers, independent grocers and major technology firms and is known for sparking collaborations toward progressive solutions.”


O’Reilly has a deep understanding of the retail business from both the store and vendor perspectives. With past roles including senior vice president of sales at Vertis Communications and senior sales executive at Valassis, he brings decades of hands-on experience in advertising and promotions including new media innovations. O’Reilly is known as a forward-thinking leader with a history of driving innovation, growth and profitability.


“I’m impressed by the Self Point solution and the tech-savvy team,” says O’Reilly. “My goal is to share what food retailers really care about. It’s exciting to support the Self Point team as they assist supermarkets with their e-commerce strategies.”


For a complimentary consultation, please call (888) 300-9298 or email


About Self Point

Self Point is the leading digital transformation partner for supermarkets, specialty food retailers and consumer packaged goods brands. Serving as a change agent for the industry, the Self Point team supports food retailers’ transition to online, mobile and social media markets while elevating customer experience and loyalty. The Self Point technology suite integrates point of sale and retail catalogs into a mobile-first, custom-branded e-commerce experience within days. Self Point expands grocers’ competitive advantage by making shopping easy, convenient and more personalized, thereby increasing customer satisfaction and revenues. Founded in 2012, Self Point has a growing client base including Unilever Israel, Associated Supermarkets, Piggly Wiggly and more. Visit to learn more.


Media Contact:

Grace Platon | 214.901.4744


A (Biased) Grocer’s Guide To Choosing A Digital Commerce Partner, Or Why I Became CEO Of Self Point


Date: May 08, 2018

Originally Published in The Shelby Report 


Last fall, I was asked to join the board of a promising startup. Although I had never heard of the company, I was immediately impressed by the tech firm’s focus on helping grocery chains fight back against Amazon-Whole Foods, Walmart and other retailers entering the traditional grocery space with a wide assortment of digital solutions and offers.

As a grocer with more than 15 years in the business—first as SVP of sales, marketing and business strategy for Food Lion and then as EVP and GM at Lucky Supermarkets—I have been following the digital transformation of this industry for a while. So I jumped at the chance to join the board of a white-label e-commerce provider with some awesome clients both in the U.S. and in Israel, where the company was founded.

As I got to know the Self Point team and the industry better, I was astounded by all the different players in the space, their vastly different business models and, especially, their enormous differences in costs to the grocer. I decided that irrespective of my position with Self Point, there were probably many grocery executives out there struggling with similar questions. These include how do I know which partner is right for my business? How do I understand a landscape that runs the gamut from completely outsourced, turnkey solutions to seven-figure custom implementations?

So I embarked on some research, trying to understand all the different options, and in particular where did Self Point fit into the landscape? I hoped that my research would culminate in a Gartner-style white paper, complete with a “magic quadrant” that could not only highlight Self Point’s place in the industry but be a solid resource to grocers.

As I was doing my research, I found my perspective as a grocer benefiting Self Point’s business strategy and product road map. Self Point, like many startups, is composed mainly of technology veterans. I suddenly found myself in pitch meetings representing the company on multiple sides of the continent, talking about the operational implications of platform implementation and calculating the ROI of Self Point’s unique offering on white boards with several different prospects. By the time my fellow board members asked me to step into the role of CEO, I had concluded that Self Point does indeed occupy a magic quadrant in the market. They are an agile solution that offers a fantastic customer experience at a great value; who wouldn’t sign up for that combination?


Mike Haaf

Self Point Announces Retail Change Agent Mike Haaf as Chief Executive Officer

Omnichannel retail executive to support Self Point e-commerce innovations to enhance grocers’ performance


BROOKLYN, N.Y.  (March 26, 2018) – Self Point, the leading digital commerce partner for supermarkets and specialty food retailers, today announces the appointment of Michael J. Haaf as the new chief executive officer. With experience in leadership roles at Lucky Supermarkets, Food Lion, LLC, Office Depot, Inc., GE and more, Haaf will drive Self Point’s strategic initiatives to ensure the mobile-first e-commerce platform supports food retailers in elevating targeted offers and simplifying online shopping. Haaf joined Self Point’s board of directors in 2017 and was elevated to executive chairman of the board shortly after. While serving as CEO, Haaf will remain on Self Point’s board.


Self Point Names Retail Technology Expert Don Edwards as Head of Sales



Self Point, the leading digital commerce partner for supermarkets and specialty food retailers, today announces the appointment of Don Edwards as sales executive. With 30 years of experience immersed in the retail and technology industries, Edwards is expert at aligning clients’ needs with software solutions that deliver greater efficiencies and drive customer satisfaction.

“Don started at Kroger working on POS systems and then his career steadily progressed at major technology firms specializing in the retail industry,” said Duke Marr, chief marketing officer at Self Point. “His deep background in software that caters to food retailers and mass merchandisers allows him to understand the challenges that supermarkets face when they are raising the bar on their e-commerce strategies. Don eases the digital transformation journey for grocers because he serves as a go-between for technology teams, ensuring a smoother, faster transition.”


Growing Grocery and Frictionless Shopping


 By Mike Haaf, Executive Chairman of the Board

In January, when Kohl’s announced plans to add grocery to drive traffic to stores, it made sense to me. Especially since the majority of U.S. households visit a grocery store once a week across income levels, according to Statista.


A recent Retail Dive article quotes Kohl’s CEO Kevin Mansell saying the retailer has “identified a whole list of partners” from the convenience and grocery channels that it believes would be a good fit to fill space left in about 300 stores it has “right-sized” over the past several years. The plan is for Kohl’s to lease space to partners that will increase the frequency of store visits and effectively turn the locations into supercenters.


Grocers’ Frequently Asked Questions About E-Commerce


By Mendel Gniwisch, VP, Business Development


We want to start offering online and mobile shopping, but can we test it first? Maybe something manageable like the deli; or start with offering platters online?”


That’s a request we’ve heard many times from specialty retailers and grocers who are just dipping their toes into e-commerce.



Self Point Unveils Technology to Bring Tomorrow’s Grocery Today During The NGA Show



Self Point, the leading digital commerce partner for grocers, today announces the company will demonstrate its proprietary technology at Booth # 421 during The NGA Show, Feb. 11 - 14 at The Mirage in Las Vegas. Self Point has experience supporting hundreds of grocers, specialty food retailers and CPG partners to launch mobile-first, online stores, improving shopper experience, convenience and loyalty. The Self Point solution includes easy integration with the food retailers’ existing point of sale systems so that a customized digital storefront can be introduced for each location quickly and efficiently.


Western Beef Showcases Selection and Value with Self Point Online and Mobile Shopping Technology


Self Point, the leading digital transformation partner for supermarkets, specialty food retailers and consumer packaged goods brands, today announced the launch of a mobile-first, online store for Western Beef’s Bronx, N.Y. location. The new, customized promotions engine from Self Point allows Western Beef customers the convenience of online shopping, the ability to find special offers, and fast, secure check-out. Since launching the new shopping experience in November, the value food retailer is experiencing a 10 percent increased conversion rate month over month.



Do Local Merchants Stand a Chance In E-Commerce Wars With Amazon? 

Jia Wertz, JUL 29 2017  

Amazon, the Goliath of online shopping and the behemoth responsible for shuttering the doors of retail brick-and-mortar establishments, is getting into the grocery game. In the same way bookstores and clothing outlets have been asking themselves how they're going to survive, now the question is, what does this mean for small, independent grocery stores? And more importantly, how are local companies going to be able to compete with the marketing and distribution channels Amazon has in place?


Grocery Shifts To Digital As Customers Demand Online Experience 

Larry Myler, JAN 25 2017  

As an alternative to creating and maintaining an online commerce solution in-house, grocers can partner with B2B companies that provide high-quality online customer experiences that will keep them in the game. Instacart is one solution that is starting to create some traction for its grocery store clients. Another likely suspect for quick adoption is Selfpoint, which just entered the U.S. market. There will be many willing partners with viable solutions to help existing retailers compete in a quickly changing industry. Digital transformation has disrupted many markets in recent years. Now it’s grocery’s turn.