Gus Kratzer, Vice President of Sales, North America
Alpha High Theft Solutions

Committed - Engaged - Delivering Value

Gus Kratzer, Vice President of Sales, North America, has played a vital role in Alpha’s success since joining the company in 2003. Over the last nine years, Gus has dedicated himself to helping Alpha become one of the most trusted brands and industry leaders in developing innovative, technologically advanced products designed to protect high-theft merchandise for retailers.

Prior to Alpha, Gus worked for Checkpoint Systems, Inc. Starting in 1990 shortly after earning his Bachelor’s degree in Business Administration from the University of Central Florida, Gus began as an Account Manager and worked his way through the ranks, eventually earning the title of Senior National Account Manager before moving to Alpha.

A significant contributor to Alpha’s success, Gus embodies the entrepreneurial spirit and team philosophy that Larry Yeager, Global Vice President and General Manager, has fostered throughout the entire organization. This "one-for-all, all-for-one" mentality extends well beyond Alpha’s four walls and incorporates all the retailers they work with, which are considered "partners," not "customers." As a partner, you work together to solve problems, something that Alpha takes to heart. In addition to collaborating to solve issues, one of Gus's primary goals is that Alpha adds value to every retailer they interact with, regardless of whether or not they actually do business with them. Proof of that are Alpha’s consistent investments in industry associations like LPRC, RILA, NRF, FMI and others. We don’t just show up, but rather actively participate and try to add value for the benefit of our industry.

Gus prides Alpha on the level of commitment each team member has for developing the best solution possible for every retailer. Gus understands that developing true long term relationships and driving value for the industry goes well beyond just making sales. Gus points to Alpha's "best in class" client support and training departments that delivers on their commitment to their retail partners. As Gus says, when you make an investment with Alpha, "...the support will be there year after year." From custom training videos to manuals, webinars and best practice documents, Alpha is focused on ensuring that their retail partners maximize their sales, solve their theft issues, and achieve a return on investment.

Supported by one of the most innovative product development teams in the business, Gus enjoys working with a close-knit, "outstanding group" of individuals focused on challenging themselves to anticipate the needs of retailers and develop products that go beyond solving theft issues and work to help their business partners grow profitably. The Alpha team is constantly looking for the next product or game changer to ensure they remain the number one manufacturer of high-theft solutions.

Over the years, Gus has been fortunate to work with the great leadership team at Alpha and has learned important principles that he is focused on instilling to his team today. From leading by example to enjoying what you do and having some fun while you do it, Gus challenges the Alpha team to go beyond the expectations of their business partners and always deliver solutions that add value to their business. Gus is engaged and committed to his team and to the industry. Given his background, fundamental philosophy and personality, it's obvious why Gus is leading Alpha’s sales effort. Combined with Alpha’s innovative culture and track record, we are certain that Gus and Alpha will continue to lead the way in delivering high theft solutions for retailers.