PRINTING United Alliance is grateful to serve its members who make such significant impacts on the printing industry. Through our Member Spotlights, we continue to recognize our members, and help our community get to know their peers better, both professionally and personally. The following is a Q&A with Christian Wolfe, CEO and General Manager of Crosscap.
Can you share a brief history of Crosscap and its core mission?
Crosscap was founded with a bold vision to modernize how retailers and their print partners plan, produce, and deliver in-store signage and marketing programs. While the company’s early growth centered on large omnichannel retailers, Crosscap has always maintained deep roots within the printing ecosystem.
Its core mission is to bring greater accuracy, efficiency, and transparency to store-level marketing execution—helping printers and retailers reduce manual work, eliminate waste, and confidently deliver complex programs at scale. Crosscap serves retailers and their print partners through best-in-class distribution, budgeting, and omnichannel marketing software designed to support modern, high-volume print environments.
Are there any markets or industries outside of your traditional offerings you’ve expanded into (or are looking to expand into)? If so, what?
While Crosscap originally focused on supporting large omnichannel retailers, the company has intentionally expanded deeper into the print industry. As the print landscape continues to evolve, Crosscap has invested heavily in capabilities built specifically for printers—addressing challenges such as compressed timelines, shrinking margins, sustainability demands, and the need for real-time visibility.
This expansion reflects Crosscap’s commitment to supporting printers as strategic partners, not just service providers, within the broader retail marketing ecosystem.
What would you consider some of Crosscap’s most significant achievements to date?
One of Crosscap’s most significant achievements has been building trusted, collaborative partnerships with printers who need greater precision, efficiency, and cost savings for their retail clients. Because our platform is shaped by deep, hands-on experience with real marketing and production workflows, we’ve been able to focus on the actual problems printers face rather than forcing them into rigid, legacy systems. This user driven approach has allowed us to create best in class distribution software that transforms complex store level workflows into automated, intelligent processes that dramatically improve accuracy and reduce waste.
A major milestone has been proving how advanced distribution logic—powered by real time data, automation, and decades of retail and print execution expertise—can elevate operational performance at scale. Our continued investment in printer specific capabilities reflects a commitment to innovation and to developing technology that evolves alongside our partners’ needs.
What are some future goals for Crosscap? Any upcoming product enhancements, new capabilities, or integrations clients can look forward to?
Looking ahead, Crosscap’s goals center on continuing to expand and evolve its technology in close partnership with the print community. This includes enhancing automation, increasing transparency across distribution and budgeting workflows, and supporting more scalable, sustainable omnichannel marketing programs.
With ongoing leadership input from experienced print industry professionals, Crosscap plans to co-create new capabilities that help printers remain competitive, strengthen retailer relationships, and deliver a more modern and differentiated experience.
Why did you decide to join the Alliance? What resources do you plan to or have already utilized through your membership?
Crosscap joined the Alliance to deepen its connection with the print industry and actively participate in shaping its future. The Alliance represents a trusted community of printers who value innovation, collaboration, and education—principles that closely align with Crosscap’s mission.
Through membership, Crosscap looks forward to engaging with industry research, educational resources, and shared insights that support both printers and technology providers as they navigate ongoing change together.
Is there anything else you’d like to share?
Crosscap views printers as essential partners in delivering accurate, efficient, and impactful retail marketing programs. By combining printers’ long-standing customer relationships and production expertise with Crosscap’s technology platform, both parties can deliver greater value to retailers.
To further support this commitment, Crosscap recently welcomed two highly respected print industry veterans—Jacqueline Andrews and Steve Urry—to its team. Their decades of experience in print production, retail execution, and client partnerships bring invaluable perspective to how Crosscap continues to evolve its platform. Their involvement ensures that future enhancements are grounded in the real-world needs of printers and reflect the realities of modern print operations.
Together, Crosscap and its print partners are focused on building smarter, more automated, and more sustainable ways to deliver in-store marketing at scale.
To learn more about Crosscap and its capabilities in the print industry, visit their website at https://printers-distropro.crosscap.com/.