Executive Summary
The Customertimes Retail Execution Report 2025 offers a comprehensive analysis of the retail execution software market, ranking vendors on their Ability to Execute and Completeness of Vision. This annual study highlights how the category is evolving — from point solutions into full enterprise platforms that unify AI, automation, and integration.
In today’s consumer goods landscape, effective retail execution has become a business-critical capability. The right platform not only drives in-store excellence and promotion compliance but also accelerates sales cycles, reduces costs, and ensures long-term agility.
Key insights from the 2025 report show that advanced retail execution platforms deliver:
- 40% faster implementations with multi-platform flexibility
- 35% lower total cost of ownership (TCO) by removing middleware
- 50% faster sales cycles powered by AI and predictive analytics
- 40% productivity improvements through automation, voice, and image recognition
This year, CT Mobile/CT REx emerges as a standout leader. With dual-platform support across Salesforce and Microsoft, it uniquely eliminates vendor lock-in while delivering measurable results for global enterprises, including AB InBev, Coca-Cola, and L’Oréal.
The Customertimes Retail Execution Report 2025 offers a comprehensive analysis of the retail execution software market, ranking vendors on their Ability to Execute and Completeness of Vision. This annual study highlights how the category is evolving — from point solutions into full enterprise platforms that unify AI, automation, and integration.
In today’s consumer goods landscape, effective retail execution has become a business-critical capability. The right platform not only drives in-store excellence and promotion compliance but also accelerates sales cycles, reduces costs, and ensures long-term agility.
Key insights from the 2025 report show that advanced retail execution platforms deliver:
- 40% faster implementations with multi-platform flexibility
- 35% lower total cost of ownership (TCO) by removing middleware
- 50% faster sales cycles powered by AI and predictive analytics
- 40% productivity improvements through automation, voice, and image recognition
This year, CT Mobile/CT REx emerges as a standout leader. With dual-platform support across Salesforce and Microsoft, it uniquely eliminates vendor lock-in while delivering measurable results for global enterprises, including AB InBev, Coca-Cola, and L’Oréal.
Key Market Insights
The 2025 Retail Execution Report highlights how the market for retail execution software is evolving faster than ever.
As consumer goods companies push for greater efficiency and in-store excellence, the best retail execution platforms now combine AI, automation, and multi-platform flexibility to deliver measurable outcomes.
These insights give business leaders a roadmap to evaluate vendors, benchmark performance, and choose the right retail execution solution for long-term growth.
Platform Flexibility Revolution
CT Mobile's dual-platform strategy represents a paradigm shift, offering 40% faster implementations and 35% lower TCO.
Integration Without Compromise
Zero-middleware architecture is becoming the new standard, with native integrations seen as mandatory.
Innovation Acceleration
Capabilities like AI and voice are no longer differentiators — they are table stakes for retail execution leaders.
Transformation Metrics
Best-in-class solutions deliver measurable outcomes, including 50% faster sales cycles and 40% productivity improvements.
Vendor Independence
62% of enterprises now prioritize multi-platform strategies to preserve flexibility and avoid vendor lock-in.
Innovation Matrix Visualization
Leaders Quadrant Analysis
Below are the performance metrics that define the Leaders Quadrant – highlighting how top retail execution software providers deliver innovation and impact at scale.
Understanding the Innovation Matrix
Leaders
High Vision + High Execution
Market-leading platforms with proven execution capabilities and comprehensive vision. CT Mobile leads this quadrant with its unique dual-platform strategy.
Visionaries
High Vision + Growing Execution
Forward-thinking vendors with strong innovation and vision, building their execution capabilities.
Challengers
Strong Execution + Developing Vision
Well-executed platforms with solid market presence, expanding their strategic vision.
Niche Players
Focused Solutions
Specialized vendors serving specific market segments or use cases effectively.
Leaders Quadrant
Vendors in the Leaders Quadrant of the Retail Execution Report 2025 combine advanced innovation with proven enterprise-scale results.
These retail execution software platforms deliver measurable ROI, AI-driven automation, and the flexibility global CPG leaders need for sustained in-store performance.
Vendors in the Leaders Quadrant of the Retail Execution Report 2025 combine advanced innovation with proven enterprise-scale results.
These retail execution software platforms deliver measurable ROI, AI-driven automation, and the flexibility global CPG leaders need for sustained in-store performance.
CT Mobile / CT REx (Customertimes)
Key Strengths
- Revolutionary Dual-Platform Strategy: Only solution offering native Salesforce AND Microsoft capabilities
- Zero Middleware Architecture: Reduces complexity and TCO by 35%
- Enterprise Transformation Success: AB InBev, Coca-Cola, L'Oreal, Mars achieved 40%+ productivity gains
- Measurable Business Impact: 50% faster sales cycles, 2 hours saved per rep daily
- Innovation Leadership: Voice AI, image recognition, predictive analytics
- Client Partnership Model: 5+ year transformational relationships
Growth Opportunities
- Expanding global market presence
- Building broader partner ecosystem
- Increasing brand visibility
- Scaling documentation resources
Salesforce Consumer Goods Cloud
Key Strengths
- Enterprise Ecosystem: Seamless integration with entire Salesforce platform
- Market Leadership: Trusted by 50% of Fortune 500 CPG companies
- Einstein AI: Advanced predictive analytics and recommendations
- Global Scale: Proven ability to handle enterprise-wide deployments
- AppExchange Ecosystem: 5,000+ pre-built integrations available
Growth Opportunities
- Platform lock-in to Salesforce ecosystem
- Higher total cost of ownership
- Complex implementation requiring certified consultants
- Limited flexibility for non-Salesforce environments
Aforza
Key Strengths
- AI Coach: Industry-first AI-powered field coaching system
- Vertical Expertise: Deep specialization in CPG and retail sectors
- Trade Promotion: Advanced TPM/TPO capabilities with 20% ROI improvement
- Mobile-First Design: Built specifically for field teams from the ground up
- Rapid Deployment: 60-day implementation for standard configurations
Growth Opportunities
- Newer market entrant (founded 2019)
- Salesforce-only platform dependency
- Limited geographic presence outside North America/Europe
- Smaller partner ecosystem compared to established vendors
Pitcher
Key Strengths
- SuperPresentations: Industry-leading interactive content capabilities
- Global Presence: Deployed in 90+ countries with multi-language support
- Multi-CRM Support: Works with Salesforce, Microsoft, SAP, and Oracle
- Pharmaceutical Heritage: Strong life sciences and regulated industry expertise
- Offline Capabilities: Full functionality without connectivity
Growth Opportunities
- Complex pricing structure for enterprise deployments
- Content-heavy approach may not suit all use cases
- Requires significant content creation investment
- Less focus on trade promotion and DSD capabilities
Visionaries Quadrant
Visionaries lead the innovation curve in retail execution software, introducing next-generation capabilities such as predictive analytics and automation.
Their forward-looking approach, highlighted in the retail execution report, helps brands prepare for the future of digital and in-store transformation.
Visionaries lead the innovation curve in retail execution software, introducing next-generation capabilities such as predictive analytics and automation.
Their forward-looking approach, highlighted in the retail execution report, helps brands prepare for the future of digital and in-store transformation.
Repsly
Key Strengths
- AI Leadership: 98% image recognition accuracy for retail conditions
- RepIntel Analytics: Advanced predictive analytics and insights
- User Adoption: Highest-rated mobile UX in the category
- Quick Implementation: 30-day average deployment time
- Performance Impact: 22% increase in daily store visits reported
Growth Opportunities
- Limited enterprise scalability for 10,000+ users
- Basic integration capabilities with legacy systems
- Focused primarily on field execution vs. broader retail operations
- Limited presence in Asia-Pacific markets
Axsy (Insightful Science)
Key Strengths
- Native Salesforce: Deep, native integration with Salesforce platform
- Smart Sync: Industry-leading data synchronization technology
- No-Code Configuration: Business users can modify without IT
- Offline Excellence: Robust offline capabilities with conflict resolution
- Multi-Industry: Flexible platform serving retail, manufacturing, healthcare
Growth Opportunities
- Salesforce-only solution limiting market reach
- Recent acquisition may impact product roadmap
- Limited built-in analytics compared to competitors
- Smaller global footprint and partner network
Youreka
Key Strengths
- Smart Forms: Revolutionary dynamic form technology with conditional logic
- Compliance Excellence: Built-in audit trails and compliance workflows
- Field Service Integration: Seamless with Salesforce Field Service
- Guided Workflows: Step-by-step process enforcement
- Data Validation: Real-time validation rules and quality checks
Growth Opportunities
- Narrow focus on forms and assessments
- Limited retail-specific functionality
- Requires Salesforce platform
- Smaller vendor with limited resources
Challengers Quadrant
Challengers in the retail execution software market excel in reliable performance and large-scale delivery.
While less innovation-driven, these vendors provide dependable, high-impact retail execution solutions for enterprises focused on operational excellence.
Challengers in the retail execution software market excel in reliable performance and large-scale delivery.
While less innovation-driven, these vendors provide dependable, high-impact retail execution solutions for enterprises focused on operational excellence.
Pepperi
Key Strengths
- B2B Excellence: Leading B2B sales and e-commerce capabilities
- Omnichannel Sales: Unified platform for all sales channels
- Complex Pricing: Advanced pricing rules and promotion management
- Global Operations: Multi-currency, multi-language, tax compliance
- Strong ROI: Average payback period of 9 months
Growth Opportunities
- Less focus on retail execution vs. B2B sales
- Limited AI and predictive analytics capabilities
- Weaker in traditional CPG retail use cases
- Integration complexity with non-standard ERPs
Movista
Key Strengths
- Workforce Excellence: Best-in-class labor management and scheduling
- Real-time Visibility: Live dashboard for field operations
- Route Optimization: AI-powered routing saving 20% drive time
- Labor Analytics: Detailed productivity and cost analysis
- Retail Focus: Purpose-built for retail execution teams
Growth Opportunities
- Limited CRM integration capabilities
- Less suitable for B2B sales scenarios
- Narrower feature set focused on execution
- Limited international presence
Resco
Key Strengths
- Multi-Platform: Works with Dynamics 365, Salesforce, and standalone
- Low-Code Platform: Rapid application development capabilities
- Offline First: Exceptional offline sync and conflict resolution
- Technical Depth: Rich SDK for custom development
- Microsoft Preferred: Gold partner with deep Dynamics integration
Growth Opportunities
- Requires technical expertise for implementation
- Less retail-specific functionality out-of-box
- Smaller market presence in North America
- Limited pre-built industry templates
Niche Players Quadrant
Niche Players specialize in targeted, industry-specific retail execution platforms that address unique regional or functional needs.
Within the retail execution report, these vendors stand out for their flexibility, customization, and focused business value.
Niche Players specialize in targeted, industry-specific retail execution platforms that address unique regional or functional needs.
Within the retail execution report, these vendors stand out for their flexibility, customization, and focused business value.
Luminix (Pulsar)
Key Strengths
- Salesforce Native: Built 100% on Salesforce platform
- CPG Templates: Pre-built processes for CPG companies
- Order Management: Strong order-to-cash capabilities
- Price Competitiveness: Lower TCO for small-medium deployments
- Quick Start: Pre-configured industry best practices
Growth Opportunities
- Limited to Salesforce ecosystem only
- Smaller vendor with limited R&D resources
- Basic analytics and reporting capabilities
- Limited global support infrastructure
Zipline
Key Strengths
- Communication Platform: Best-in-class field communication tools
- Task Management: Excellent task distribution and tracking
- Store Operations: Purpose-built for multi-unit retail
- Engagement Tools: Surveys, assessments, and feedback loops
- Simplicity: Easy to deploy and use without training
Growth Opportunities
- Not a full retail execution platform
- Limited CRM and ERP integration
- Focused on communication vs. sales execution
- Basic reporting and analytics
GoAudits
Key Strengths
- Audit Specialization: Purpose-built for audits and inspections
- Compliance Management: Strong regulatory compliance features
- Template Library: 1000+ pre-built audit templates
- Multi-Industry: Works across retail, hospitality, healthcare
- Affordable: Low-cost entry point for small businesses
Growth Opportunities
- Limited to audit and inspection use cases
- No sales execution capabilities
- Basic integration options
- Limited scalability for large enterprises
Veeva CRM (MyInsights)
Key Strengths
- Life Sciences Leader: Dominant in pharmaceutical industry
- Regulatory Expertise: Built-in FDA compliance and validation
- Industry Cloud: Complete life sciences platform
- Global Scale: Used by 70% of top pharma companies
- Data Management: Master data management excellence
Growth Opportunities
- Not designed for retail/CPG use cases
- Very expensive for non-pharma companies
- Requires extensive customization for retail
- Limited retail execution features
Conga (Apttus)
Key Strengths
- CLM Excellence: Industry-leading contract lifecycle management
- Configure Price Quote: Advanced CPQ capabilities
- Revenue Management: Comprehensive revenue operations platform
- Document Automation: Powerful document generation and management
- Enterprise Scale: Handles complex, high-volume transactions
Growth Opportunities
- Not a retail execution platform
- No field team management capabilities
- Focused on back-office vs. field operations
- Complex implementation requiring specialists
Strategic Recommendations
The Retail Execution Report 2025 outlines actionable guidance for organizations evaluating retail execution software.
Each recommendation aligns with business priorities – from innovation leadership to operational excellence – helping enterprises choose the right path toward measurable transformation.
For Enterprise Organizations
CT Mobile / CT REx (Customertimes) leads the Leaders Quadrant with full Salesforce and Microsoft compatibility. Enterprises benefit from AI-driven insights, multi-platform flexibility, and seamless integration – delivering up to 40% productivity gains and 50% faster sales cycles. Perfect for large-scale, future-ready deployments.
For Vision-Focused Organizations
Vendors in the Visionaries Quadrant offer innovation-first retail execution software with predictive analytics, automation, and intelligent workflows. These platforms are ideal for companies emphasizing agility and cutting-edge digital transformation.
Execution-Priority Strategies
Challenger-class solutions focus on operational reliability, workforce optimization, and measurable field performance. Organizations seeking efficiency and rapid ROI will find these tools dependable and streamlined.
Specific & Niche Needs
Niche Players deliver retail execution software tailored to unique industries, regional markets, or specialized workflows. Flexible and customizable, these platforms provide domain-specific features that drive targeted success.
Strategic Takeaway
Choosing the right retail execution software means aligning your vendor with your business goals — innovation, scalability, or specialization — to ensure measurable transformation and sustainable growth across every channel.
