What CROSSMARK Australia does

CROSSMARK Australia is a B2B field sales and marketing agency headquartered in Sydney, with secondary operations in Melbourne. Founded in 1984, the company deploys permanent and casual field teams to deliver merchandising, brand activation, field sales, mystery shopping, and Bunnings-specific execution across Australian retail. The agency executes 25,000+ store visits weekly across major retailers including Coles, Woolworths, Bunnings, Big W, Myer and pharmacy networks, serving enterprise FMCG, consumer electronics, hardware, liquor, and pharmacy brands such as PepsiCo, DJI, General Mills, Lion, Twinings and Pelican Products.

The technology backbone is Storetrack, a proprietary field team management platform with iOS/Android mobile apps and a web-based administration portal. Storetrack integrates geo-tagged visit verification, real-time BI dashboards, automated compliance scoring, and Vision AI image recognition (via an exclusive Australian partnership with Pensa Systems) for shelf analytics and planogram adherence. An in-house BI team operationalizes 3.5 million+ internal data points combined with supplier and retailer data to power predictive deployment tactics, OSA anomaly alerts, and catalogue analysis. Storetrack is also licensed to third-party organizations (e.g., Hoop NZ) as a SaaS product, opening a recurring software revenue stream.

The business model combines professional services revenue (contracted field execution and e-commerce/Amazon optimization programs billed against engagements) with emerging subscription/recurring revenue from Storetrack licensing and data services. Distribution is direct sales-led to brand owners and manufacturers via dedicated account management and a named business development contact. Since March 2020, CROSSMARK Australia has operated as a subsidiary of DKSH Smollan (a DKSH–Smollan joint venture spanning 12 Asia Pacific markets), with CEO Andy Kirk retained post-acquisition. The company positions itself as Australia's market leader in field sales and marketing agency services with 35+ years of retail expertise.

Name

CROSSMARK Australia

Legal name

CROSSMARK Australia Pty Ltd

Website

https://crossmark.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

CROSSMARK Australia is a Sydney-based B2B field sales and marketing agency that deploys field teams for merchandising, brand activation, and retail execution across Australia, executing 25,000+ store visits weekly for enterprise FMCG, pharmacy, hardware, and consumer electronics brands. The proprietary Storetrack platform powers field management, real-time BI, and Vision AI shelf analytics.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Field Sales & Retail Execution Services: Deploys field teams to retail locations for merchandising, brand activation, mystery shopping, and field sales. Services delivered across 25,000+ store visits weekly. Revenue generated through contracted service agreements with brand owners and manufacturers.
2. Technology & Data Services: Storetrack platform licensing to third-party organizations, data analytics, reporting dashboards, and AI-powered insights. Platform licensed to external organizations with separate data storage.
3. E-commerce Services: Amazon optimization services including visibility enhancement, content optimization, and sales growth programs for brands.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

CROSSMARK Australia is a B2B field sales and marketing agency that deploys field teams and proprietary technology to deliver retail merchandising, brand activation, and in-store execution services for brand owners and manufacturers across Australia. The company combines a 25,000+ weekly store visit field workforce with its award-winning Storetrack software platform, AI-driven image recognition (via Pensa Systems), and live BI dashboards to provide measurable sales growth across FMCG, pharmacy, hardware, consumer electronics, liquor, and mass & specialty retail channels. Storetrack is also licensed as a standalone SaaS platform to third-party organisations.

Product overview

CROSSMARK Australia is a field sales and marketing agency offering an integrated portfolio of retail execution services and proprietary technology platforms. The core offering combines field sales teams, merchandising, and brand activation services with a proprietary technology stack anchored by Storetrack — the company's award-winning field team management platform available as a mobile app (iOS/Android) and web-based portal. Data and analytics capabilities are delivered through Live Reporting & BI, Vision AI Image Recognition (powered by Pensa), and SaaS/AI Tools for catalogue analysis and market intelligence. The company operates across six specialist channels (FMCG, Pharmacy, Mass & Specialty, Consumer Electronics, Liquor, Hardware) and executes over 25,000 store visits per week. With 35+ years of retail expertise and backed by DKSH Smollan, the integrated service-technology model enables brands to achieve measurable sales growth through data-led field execution.

Differentiator

Problem solved

Functional benefit

Brands

• Storetrack: Award-winning field team management software built to deliver speed, flexibility, data-led strategies, and sales growth.

Products and services

• Storetrack Suite Proprietary award-winning field team management software platform for CROSSMARK's Australian operations, delivered via a Storetrack mobile application (iOS and Android) and a web-based administration and reporting portal. Includes geo-tagged visit verification, routing, scheduling, task management, real-time reporting, image recognition integration, and automated compliance scoring. Also licensed to third-party organisations like Hoop NZ as a standalone SaaS product.
• Sales & Retail Execution Field marketing services including merchandising, field sales, and Bunnings VIS execution delivered to brand clients across Australian retailers. Manages over 25,000 store visits per week with field teams and dedicated account support for major brands.
• Merchandising Retail merchandising services ensuring quality and consistency in every store, including planogram compliance, promotional execution, and inventory replenishment support for brand owners across Australian retail estates.
• Field Sales Direct sales support delivered through CROSSMARK field representatives conducting store visits, holding commercial conversations with store managers, and driving sales growth via relationship management at retail.
• Bunnings VIS Specialised in-store sales support and merchandising execution at Bunnings hardware stores, including Off-Floor Display (OFD) placement and hardware category management for clients like Pelican Products.
• Brand Activation & Experience Brand experience and activation service offering brand ambassador programs, live interactive in-store displays, mystery shopping, and experiential marketing campaigns that bring brands to life when and where it matters across Australian retail.
• Brand Ambassadors Trained brand ambassadors placed in retail environments to demonstrate products, engage shoppers, and drive brand awareness and sales at point of purchase for client brands.
• Mystery Shopping Retail execution assessment service using undercover shopper evaluations, compliance auditing, and customer experience measurement across the store estate.
• Amazon Optimization E-commerce service focused on Amazon marketplace optimization for brands selling on Amazon Australia, including content enhancement, visibility improvement, content management, and sales growth strategies.

Quantifiable outcome

• Muk Haircare Amazon channel transformed from worst to most profitable online channel
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• Pensa SystemscoreTechnology or Integration · 1 September 2022Exclusive partnership in Australia bringing Pensa's Vision AI to the Australian retail market. Pensa's Chief Commercial Officer Mark Abernathy stated the partnership allows bringing full strength of Pensa's Vision AI to the AUS market with a team that knows retail execution inside and out.
• IMA (Intermarketing Agency)supportingStrategic or Co-development Partner · 1 October 2020Partnership agreement with IMA, an award-winning global creative agency with offices around the world including Sydney. Allows CROSSMARK to tap into global network and support clients with new creative services offerings including digital engagement programs, e-commerce, and online virtual training.
• DKSH SmollancoreStrategic or Co-development Partner · 1 March 2020DKSH Smollan completed acquisition of CROSSMARK Australia in March 2020. The acquisition strengthens DKSH Smollan's existing offering through adding further scale, service offering, and local expertise. CROSSMARK operates as part of the DKSH Smollan Group which has regional coverage across 12 Asia Pacific markets.
• KrunchboxsupportingTechnology or IntegrationPartnership to tackle underperforming inventory for hardware clients. Combined CROSSMARK's field execution capabilities with Krunchbox's data analytics to turn dead stock into sales.
• Hoop NZsupportingTechnology or IntegrationHoop NZ licenses Storetrack field force management software from CROSSMARK. Gavin Nixon, Director/Owner of Hoop NZ, stated It's been a game changer for how we approach field management and reporting.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Smollan: South African-headquartered field marketing and merchandising services company and joint-venture partner of DKSH (the parent of CROSSMARK's acquirer). Operates essentially the same in-store execution, merchandising, and retail activation model across multiple continents, making it the closest functional peer.
• Salesforce Australia / The Sales Department: Australian field sales and merchandising agency directly serving FMCG and consumer brands with in-store execution, merchandising, and retail activation. Closest domestic direct competitor to CROSSMARK in Australia.
• Redmark: Australian retail execution and field-marketing agency offering merchandising, mystery shopping, and brand activation to CPG brands. Operates in the same Australian retail environment and serves an overlapping client roster.
• Slingshot (PMSI): Australian sales, merchandising, and retail marketing agency serving FMCG and consumer brands nationally. Provides an almost identical portfolio of field-marketing services competing for the same enterprise client budgets.

Broad incumbents

• Advantage Solutions: Large US-listed provider of outsourced sales, merchandising, and marketing services to CPG brands. While primarily North American, it is one of the largest global field-marketing incumbents and competes for the same multinational brand budgets as CROSSMARK.
• Acosta: US-based sales and marketing agency providing retail execution, merchandising, and brand activation services to CPG brands. Comparable service model and client base (multinational FMCG manufacturers) to CROSSMARK.
• Cognizant (Retail/Consumer Goods practice): Global IT services firm with a substantial retail and consumer goods practice offering digital merchandising, retail analytics, and execution platforms. Adjacent competitor for tech-enabled retail execution work where CROSSMARK pitches Storetrack.

Emerging players

• TCC Global: International retail marketing and shopper-loyalty specialist with APAC presence. Comparable in shopper-marketing focus and data-driven retail campaigns, though more emphasis on digital/loyalty than physical field execution.

Others

• Pensa Systems: US-based computer-vision provider for retail shelf intelligence and CROSSMARK's exclusive Australian Vision AI partner. Enabling technology peer rather than direct competitor, but a key determinant of CROSSMARK's AI roadmap capability.
• Krunchbox: Australian retail data analytics provider partnered with CROSSMARK for hardware channel inventory optimisation. Adjacent technology ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crossmark_ap
• YouTubeyoutube.com/c/CROSSMARKAustralia
• Facebookfacebook.com/CROSSMARKAustralia
• LinkedInlinkedin.com/company/crossmarkaustralia
• Instagraminstagram.com/crossmarkaustralia

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CROSSMARK Australia