What Retail Safari does

Retail Safari (legal entity: Retail Activation Pty Ltd) is a B2B retail marketing and field sales agency headquartered in Sydney, Australia, with a secondary office in Melbourne. Founded in 2010 and operating with approximately 900 employees, the company provides outsourced retail merchandising, field sales teams, in-store assisted selling, retail marketing, local area marketing, creative solutions, training solutions, and insights and analytics to enterprise clients. Its primary customer segments are Consumer Electronics, Telecommunications, Financial Services, and FMCG brands requiring in-store brand representation, product demonstration, and sales support at point of purchase. Named enterprise clients include Microsoft Australia (a nine-year partnership spanning Field Labour and Influence and Virtual Product Advisors programs across Australia and New Zealand) and Optus.

The company's service portfolio is executed through a national field marketing force that delivers 40,000 customer interactions each week, 2,000+ store visits, 5,000 mystery shop calls annually, 50 kiosks per year, and 100+ custom-made training modules. Its core technology is a field marketing and retail activation platform supporting workforce management, reporting, and customer interaction tracking. The most differentiated product is Virtual Product Advisors (VPA), a digital workforce solution that enables consumers to access product information through videos on social media platforms and live virtual advisors, replicating the in-store advisor experience online. VPA has been recognized with multiple Shop! ANZ awards (Pinnacle 2021, three Gold 2021) and an Auscontact Excellence Award (2023). Retail Safari is a member of CPM Australia (since approximately 2015) and joined forces with Strikeforce AMC in January 2026 to create a combined national field marketing organization.

Retail Safari operates on a professional services revenue model with quote-based pricing, serving enterprise clients exclusively through direct B2B field sales. It generates revenue through multi-service retail activation contracts rather than modular software licensing. The go-to-market motion is enterprise field sales, with the company designing and executing in-store retail programs on behalf of major brands. Long-tenured client relationships, an industry-recognized brand, and an Australian national footprint through the Strikeforce AMC combination form the foundation of its commercial position. The company has no disclosed patents, no venture funding, and no public financial statements.

Name

Retail Safari

Legal name

Retail Activation Pty Ltd

Website

https://retailsafari.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

Retail Safari is an Australian B2B retail marketing and field sales agency providing outsourced merchandising, in-store assisted selling, and field marketing services to enterprise clients in Consumer Electronics, Telecommunications, Financial Services, and FMCG.

Ownership category

akta.pro rank

Product category

Retail Marketing & Field Sales Services

akta.pro primary industry

Shopper Insights & Path-to-Purchase Research (MPAAAJAL)

Keywords

• Retail merchandising services
• Field sales outsourcing
• In-store activation
• Shopper marketing agency
• Retail marketing services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Retail Marketing Services: Professional services revenue generated from providing retail merchandising, field sales teams, in-store assisted selling, retail marketing, local area marketing, creative solutions, training solutions, and insights & analytics to enterprise clients

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Retail Safari is a B2B retail marketing and field sales agency that provides outsourced retail merchandising, field sales teams, in-store assisted selling, retail marketing, local area marketing, creative solutions, training solutions, and insights & analytics to enterprise brand clients across Australia. Services are executed by a 900-person field workforce deployed in retail stores and complemented by a proprietary technology platform that includes Virtual Product Advisors for online customer advisory support.

Product overview

Retail Safari offers a unified suite of retail activation and field marketing services rather than a modular software platform. The core service portfolio comprises Retail Merchandising, Field Sales Teams, In-Store Assisted Selling, Retail Marketing, Local Area Marketing, Creative Solutions, Training Solutions, and Insights & Analytics. The company also developed Virtual Product Advisors (VPA), a digital innovation enabling online shoppers to access live product advisory support. These services work together to provide end-to-end retail activation, from strategy and merchandising to sales execution and analytics, with a reported 40,000 customer interactions each week across 2,000+ store visits annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Merchandising In-store product display, planogram management, and visual merchandising services designed to optimize product visibility and sales performance at point-of-purchase for enterprise brand clients in Australian retail.
• Field Sales Teams Outsourced field sales teams deployed to retail locations to drive sales, represent brands, and engage customers directly on behalf of enterprise clients across Australian retail channels.
• In-Store Assisted Selling Trained sales professionals stationed in retail stores to guide customers through purchase decisions, provide product demonstrations, and enhance the shopping experience on behalf of brand clients.
• Retail Marketing Strategic retail marketing services including campaign planning, execution, and performance measurement across physical and digital retail channels for enterprise brand clients.
• Local Area Marketing Location-specific marketing initiatives targeting consumers within designated geographic areas to drive foot traffic and local brand engagement in retail environments.
• Creative Solutions Creative and digital marketing services encompassing graphic design, content creation, and digital campaign development for retail environments and brand activation programs.
• Training Solutions Custom training programs for retail staff and field teams, including over 100 custom-made training modules developed annually to equip teams with product knowledge and sales skills.
• Insights & Analytics Data-driven retail intelligence services providing consumer insights, shopper behavior analysis, mystery shopping, and performance analytics to inform retail marketing strategies for brand clients.
• Virtual Product Advisors (VPA) Digital advisory service that replicates the in-store advisor experience online, connecting virtually with customers through live video consultations and social media videos to assist with online purchasing decisions.

Quantifiable outcome

• 22% uplift in sales when combined with Brand Advocacy amongst retail staff (Consumer Electronics)
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Strikeforce AMCcoreStrategic or Co-development Partner · 5 January 2026Retail Safari joined forces with Strikeforce AMC in January 2026, creating a stronger national field marketing force. The acquisition brings together two Australian success stories combining sales and technology expertise with Strikeforce's national scale and retail presence.
• CPM AustraliacoreStrategic or Co-development PartnerRetail Safari is part of CPM Australia, a leading retail activation and marketing organization. CPM Australia conducts annual research reports including Christmas Shopping Intentions and State of Customer Experience reports in partnership with Swinburne University.
• Swinburne University CXI Research GroupcoreStrategic or Co-development PartnerOngoing research partnership conducting annual Christmas Shopping Intentions Reports and State of Customer Experience in Australia reports. Partnership has produced 10 annual reports tracking Australian consumer shopping behavior since 2016.
• Microsoft AustraliacoreStrategic or Co-development PartnerNine-year partnership guiding and assisting customers in purchasing decisions around Microsoft's suite of products at leading electronics retail stores throughout Australia and New Zealand. Programs include Field Labour and Influence Program and Virtual Product Advisors.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Crossmark: Retail marketing services agency providing merchandising, field sales, and retail execution across Australia and New Zealand. Directly comparable in scope of in-store activation services and customer base.
• Gekko Field Marketing: Australian field marketing and merchandising agency providing outsourced retail execution, mystery shopping, and field sales services to brands in Australia, the same niche as Retail Safari.
• Strikeforce AMC: Australian field marketing and merchandising organization that acquired Retail Safari in January 2026. Operates a comparable national in-store execution and merchandising model serving consumer brands and retailers across Australia.
• Acosta: US-headquartered sales and marketing agency providing retail merchandising, field sales, and category management to consumer brands. Closest large-scale direct comparison to Retail Safari's outsourced field marketing model.
• Smollan: South Africa-headquartered field marketing and retail services group operating across multiple continents. Comparable outsourced merchandising and field sales model serving global consumer brands.
• CPM Australia (CPM Group): Retail activation and field marketing agency that was Retail Safari's parent from 2015 until the Strikeforce acquisition. Offers the same category of merchandising, sales, and insights services across Australia and globally.
• PromoStar: Australian sales and merchandising agency providing field marketing, in-store activations, and brand representation services. Operates in the same Australian B2B retail services market as Retail Safari.

Broad incumbents

• Advantage Solutions: Publicly traded US retail sales and marketing services company spanning merchandising, in-store, and category solutions. Significantly larger and broader in portfolio but competes for the same enterprise brand budgets as Retail Safari.

Emerging players

• Planorama: Retail execution technology vendor using image recognition to automate shelf auditing and merchandising. Represents the technology substitution risk to human-led field marketing models like Retail Safari's.

Regional players

• Relay (Australian retail services): Australian retail merchandising and store-execution services provider supporting FMCG and consumer brands in-store. Comparable outsourced retail execution model focused on the Australian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Retail_Safari
• Facebookfacebook.com/cpmaus

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 Retail Safari