Research & Advisory

Competitive Market Leaders – When and Why Vendors Win


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Product Overview

Date of PublicationJanuary 2, 2018

Who is really winning among IT Vendors?  Who are customers increasing business with in 2018, when does SAP win verses Oracle verses NCR verses SalesForce/Demandware 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 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 Accenture, Amazon, Apple, Aptos, AT&T, Capgemini, Cisco, Cognizant, Diebold Nixdorf, Epicor, Fujitsu, HP Inc., HP Enterprise,
IBM, Infor, Infosys, JDA, Manhattan Assoc., Microsoft, NCR, Oracle, Pitney Bowes, PwC, SalesForce, Samsung, SAP, SAS, Tata Consultancy Services, Toshiba Global Commerce, Tyco Retail, Verizon, Wipro, 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 2017.

This data is the result of a primary research study and was collected from 122 different larger retail chains.  This data was piggy-backed onto the survey we did that generated the Retail Transformation Study. 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.

Business Increasing or Decreasing Among Core Segments – This measures purchase intent among this company’s customers and what percentage are increasing business, decreasing, not changing, don’t work, or won’t work with in 2017.

How Customers View Themselves in Tech Leadership – This is a picture of the vendor’s customers vs. everyone in their key segments as to whether they consider themselves a Leader, Quick Adopter, Late Adopter or Trailer in terms of adopting technology.

Key Priorities – Looking at the top Priorities in the Retail Transformation Study, how do this vendor’s customers prioritize these items verses the entire market.  This shows where this vendor wins and doesn’t win.  There is great insight in this data.

Customer 2017 Growth Plans – This looks at the vendor’s customers vs. the market in terms of plans for growing store count, enterprise IT spend and store level IT spend.  Together with the first measurement, this shows how their overall business is likely to grow, indicating potential takeover targets and updated competitive positioning.

For Core Segments, % of Software Spend Cloud-Based for 2017 – By key line of business categories and in the segments this vendor operates, what percentage of software budget in 2016 is being spent in cloud technologies of total software budget.

Customers Spend on Emerging Technologies – This looks at differences between this vendor customer’s plans for budget growth in emerging technologies verses the overall market in their segments.  Are their customers more or less bullish on Beacons, RFID and Predictive Analytics, and Data Visualization?

Sales by Channel – This looks at where this vendor’s customers get their business.  Are they higher or lower in sales at stores, ecommerce, mobile commerce or other types of transactions?

IT Spend by Type – This shows the breakout of what type of spending they are doing for the coming year. Is it going to be mostly Maintenance Upgrades, Ongoing Integration, Upgrading Existing Systems, or truly Transformative IT Spend.

IT Spend Increase By Task for 2017 – Where the previous table has the breakout of spend, this looks at the growth rate of investment in the budget for 2017 for those customers.

How Do Their Customers Drive Innovation? – This looks specifically at this vendor’s customers and how they drive innovation in their companies.  Do they look outside to Innovation Labs, Consultants, Universities, have their own team or simply rely on established technologies once they are mature.


How To Read This Report  
Vendor Profiles  
Diebold Nixdorf
HP Enterprise
Manhattan Assoc.
Pitney Bowes
Tata Consulting
Toshiba Global Commerce
Tyco Retail
Overall Market View – Apples to Apples On Who Is Winning In Their Markets

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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, Tesco,)
Drug Stores (Walgreens, CVS)
Superstore/Warehouse Clubs/Hypermarkets (Walmart, BJ’s Wholesale, Costco, Auchan)
Mass Merchants (Target, Meijer Stores)
Department Stores (JC Penney, Sears, Kohls, Kaufaf, Marks and Spencer)
Specialty Hard Goods (Home Depot, Lowes, Best Buy, Rooms to Go, Canadian Tire)
Specialty Soft Goods (H&M, Limited Stores, Wet Seal)
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 80 retailers representing 100 stores.  The ratio of respondents by size of company was the following:

Greater than $5B – 24%
$1-5B – 33%
$500M – $1B – 14%
Less than $500m – 29

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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