Research & Advisory

Competitive Market Leaders – When and Why Vendors Win


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Product Overview

Date of PublicationJanuary 7, 2020
GeographyNorth America

Who is really winning among IT Vendors?  Are retailers really shunning Amazon Web Services (AWS).  Who are customers increasing business with in 2020, when does SAP win verses Oracle verses NCR verses SalesForce or Aptos or Toshiba? When do they lose business?  What are the highest priorities for each vendor’s customers?  Are their customers growing faster than the market, increasing IT Spend or decreasing?  Are they increasing store counts or decreasing?  How fast are they moving to the cloud? Are there customers more likely to be investing in emerging technologies like AI/Machine Learning, Serverless Computing or SDWAN or IoT or Beacons or Big Data?

This is just some of the data that is included in this research. This is what they said who is winning their business and why.

Competitive profiles in this study for Amazon (AWS), Apple, Aptos, Cisco, Dell, Fujitsu, HP Inc.,IBM, Infor, JDA, Manhattan Assoc., Microsoft, NCR, OneView Commerce, Oracle, SalesForce, SAP, SAS, Toshiba GCS, Sensormatic Retail and Zebra.

The IHL Insight Market View series of research studies build upon all this knowledge and add analyst insight to graphically display vendor positioning, drive for innovation  and projected growth.

The goal of this report, as well as the entire IHL Retail Executive Advisory Program (REAP), is to provide the retail community with the most detailed and complete picture imaginable of the retail technology landscape. We do this to assist retailers in vendor selection and to help the industry understand the trends, drivers and barriers that are fundamentally transforming our industry.

Retailers are encouraged to use these charts in discussions with their vendor partners. It is our intent that they provide unique insights into vendor strategy and provide thought-provoking questions as we all move though and prosper in the Era of Intentional Innovation.

NOTE: This study is available individually or at a discount as part of the IHL Retail Executive Advisory Program.

This is one of  several studies under the IHL Insight Market View series of research that is part of the Retail Executive Advisory Program (REAP) at IHL.  This study looks at top vendors and what their customers are saying about them for their investment plans in 2020.

This data is the result of a primary research study and was collected from retailers representing over 300 retail brands.  The data is a cross-tabbed view of individual vendor’s customers and their responses. The manner in which it is written is recommendations from the data to each individual vendor represented based on their data, but there is GREAT competitive value in the data and insight for retailers considering each vendor.  For it helps them understand why other customers buy their solutions and why.

Each profile is a series of charts and reviews of the data in the broader study. Here are some of the data points that you get on each vendor.

Average Order Value Increase – This is the average increase/decrease in sales revenue for each customer who responded to the survey.  This includes customers increasing, decreasing, don’t work with, won’t work with.  It is a level measurement across all vendors and all respondents.

% of Customers Decreasing/Increasing Business with the Vendor– The bar represents the percentage of customers increasing or decreasing spend.

Overall Sales Growth Comparison – This is a picture of the sales growth of the company’s customers in 2019 and expected increase in 2020 compared to the average retailer in the study.

Expected 2020 Revenue Growth by Channel – This looks at the vendor’s customers vs. the market in terms of plans sales growth at store level, through desktop ecommerce and mobile ecommerce.

Customer 2020 Growth Plans- This is a comparison of the vendor’s customers growth plans in terms of growth in the number of stores, store remodels.

Top Priorities for 2020 – Looking at the top Store Priorities in the current IHL/RIS News study, how do this vendor’s customers prioritize these items verses the entire market. This shows where this vendor wins and doesn’t win with great data insights.

IT Spend Comparison – This looks at a comparison of customers increasing business with this vendor and average retailer in terms of plans to increase overall IT spend and store level IT spend.

2020 Ecommerce Fulfillment Plans – For each vendor, what is the % of their business is at the store or mobile or desktop ecommerce.

Adoption of Emerging Technologies – Retailers area investing in technologies like AI/Machine Learning, Beacons, Analytics, IoT, and many others are differing rates.  This section rates the average increase in spend for customers increasing business with a vendor and overall retailers in the study.

Concluding Thoughts– This is our overall observations of the data as it relates to the vendor.


How To Read This Report  
Vendor Profiles  –  Profiles of the vendors listed above
Overall Market View – Who Is Winning In Their Markets

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Why These Vendors and Not Others?

We actually included a lot more vendors in the research, however, we did not receive enough answers for each of those vendors to make what we believed was a fair assessment about their business.  These are the top 30 or so vendors by number of responses.  If a vendor did not achieve a minimum level of retailers or restaurants in the responses, we did not include.

What Segments Constitute Your Definition of Retail?

We use the following segments to define Retail and some examples.  This research uses all of these segments.

Food/Grocery (Kroger, Safeway, Trader Joe’s, Wakerfern, Aldi)
Drug Stores (Walgreens, CVS)
Superstore/Warehouse Clubs/Hypermarkets (Walmart, BJ’s Wholesale, Costco)
Mass Merchants (Target, Meijer Stores)
Department Stores (JC Penney, Kohls, Beall’s, Macys)
Specialty Hard Goods (Home Depot, Lowes, Best Buy, Rooms to Go, Canadian Tire)
Specialty Soft Goods (H&M, American Eagle, Coach)
Convenience/Gas/Forecourt (Chevron, Exxon,)
Fast Food (McDonald’s, Subway, Burger King, Pizza Hut, Taco Bell)
Bar/Restaurant (Applebees, Buffalo Wild Wings, Chipotle)
Lodging (Marriott, Sheraton, Hilton)
Entertainment:Casinos and Cruises (Carnival, Harrah’s, Wynn, Caesar’s Palace)
Entertainment:Museums, Theme Parks, Theaters, Others (Disney, Universal, AMC, Carmike)

What types of software are included?

In total there are over 116 software categories included in the research.  These fit into the following categories:

Store Systems
Commerce Solutions
Enterprise Accounting, Finance, and HR
Enterprise Application Development
Enterprise Collaboration
Legal and Real Estate
Merchandise/Supply Chain Management
Sales and Marketing
Business Intelligence

Is this put together by primary research, secondary research?

This particular research was a primary research survey of North American Based Retailers.  Many of these retailers are global in nature, but they were based in the US.  In total there were retailers representing 300 retail brands.

Can I share this study in my company?

Yes, if your company has an advisory relationship with IHL, you can share internally.

Can I share the data externally?

Not specifically, we ask that you reach out to us in writing to ihl(at)

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This research is available individually or via a subscription of our Retail Executive Advisory Program.  Please click here or contact us at and we can customize a program specifically for your company. You can receive immediately by ordering via the button above.

Each of the research studies comes with an Enterprise license so the data, studies can be shared internally among your entire team. For more questions and to begin, contact us.

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