Action
Action Technographics
Action Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Action and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 84246 Action employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Action has purchased the following applications: UKG Workforce Central (ex Kronos Workforce Central) for Workforce Management in 2013, TCS Optumera Software for Retail Management in 2022, Adobe Connect for Audio Video and Web Conferencing in 2017 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Action is running and its propensity to invest more and deepen its relationship with UKG , Tata Consultancy Services , Adobe Systems or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Action revenues, which have grown to $18.56 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Action intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Action Tech Stack and Enterprise Applications
Action HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| UKG | Legacy | UKG Workforce Central (ex Kronos Workforce Central) | Workforce Management | HCM | n/a | 2013 | 2013 |
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Action ERP Services and Operations
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Tata Consultancy Services | Legacy | TCS Optumera Software | Retail Management | ERP Services and Operations | n/a | 2022 | 2022 |
In 2022 Action Nederland partnered with Tata Consultancy Services to deploy TCS Optumera Software. The implementation targeted intelligent, dynamic pricing within the Retail Management category for Action's European multi-country operations, with explicit goals to automate price changes, run what-if simulations and maintain price parity across markets.
TCS Optumera Software was configured primarily for pricing optimization, covering price setting, promotions and markdown management. The deployment leveraged the solution's what-if simulation capabilities to enable scenario planning for assortment and promotional outcomes, and it embedded automated workflows to operationalize price changes across Action's store network.
Operational scope centered on Action's multi-country merchandising operations and pricing teams across European stores, supporting centralized decisioning while preserving market-specific pricing rules. The work addressed merchandising and pricing functions, enabling merchandising planners and pricing analysts to execute scalable pricing policies aligned to rapid international expansion.
Governance and process changes accompanied the technical rollout, with pricing workflows restructured to accelerate decision cycles and enforce price parity across markets. The engagement with Tata Consultancy Services implemented TCS Optumera Software as the strategic pricing engine for Action Nederland, enabling faster, scalable pricing decisions to support the retailer's expansion.
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Action Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Adobe Systems | Legacy | Adobe Connect | Audio Video and Web Conferencing | Collaboration | n/a | 2017 | 2017 |
In 2017, Action Nederland deployed Adobe Connect for Audio Video and Web Conferencing on their public website. The Adobe Connect application was embedded to deliver web based conferencing and webinar sessions directly through Action Nederland's site, relying on browser meeting rooms and hosted meeting infrastructure to provide live audio, video, screen sharing and session recording without requiring separate client installations.
Configuration centered on Adobe Connect modules such as persistent meeting rooms, breakout room functionality, chat, presenter controls and recording capabilities, aligned with Audio Video and Web Conferencing workflows for scheduling and attendee management. Operational coverage is website facing, enabling customer facing webinars and web conferences accessible via the site while the Adobe Connect application also supports internal remote sessions using the same meeting framework, with governance focused on role based presenter and moderator controls, session recording and archive controls, and session lifecycle management tied to web access patterns.
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Collaboration | Collaboration |
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2015 | 2015 |
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Action Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application, Web and Enterprise Search | Content Management |
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2021 | 2021 |
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Web Content Management | Content Management |
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2019 | 2019 |
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Action SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Demand Forecasting and Planning | SCM |
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2017 | 2017 |
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Demand Forecasting and Planning | SCM |
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2023 | 2023 |
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Order Management | SCM |
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2022 | 2022 |
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Transportation Management | SCM |
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2016 | 2016 |
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Action CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Customer Experience | CRM |
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2017 | 2017 |
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Customer Experience | CRM |
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2021 | 2021 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2021 | 2021 |
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Action ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Performance Management | ITSM |
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2017 | 2017 |
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Application Performance Management | ITSM |
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2021 | 2021 |
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Action PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Transactional Email | PaaS |
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2017 | 2017 |
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Action IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Hosting and Computing Services | IaaS |
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2019 | 2019 |
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Application Hosting and Computing Services | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2017 | 2017 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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IT Decision Makers and Key Stakeholders at Action
| First Name | Last Name | Title | Function | Department | Phone | |
|---|---|---|---|---|---|---|
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Head of Supply Chain Strategy & Innovation | Director | Supply Chain | |
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Supply Chain Director | Director | Supply Chain | |
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Head Of Supply Chain Planning | Director | Supply Chain | |
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Logistics Manager | Manager | Supply Chain | |
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Fleet Manager | Manager | Supply Chain | |
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Apps Being Evaluated by Action Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Action IT executives and key decision makers. This section highlights Action's latest recorded technology evaluations, including Salesforce Loyalty Management for Customer Loyalty on 2025-02-04 and SAP S/4 HANA for ERP Financial on 2024-06-25. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Action digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
|---|---|---|---|---|---|---|
| 2025-02-04 | Action | Evaluated | Salesforce | Salesforce Loyalty Management | Customer Loyalty | CRM |
| 2024-06-25 | Action | Evaluated | SAP | SAP S/4 HANA | ERP Financial | ERP |
FAQ - APPS RUN THE WORLD Action Technographics
Action is a Retail organization based in Netherlands,
with around 84246 employees and annual revenues of $18.56 billion.
Action operates a diverse technology stack with applications such as
UKG Workforce Central (ex Kronos Workforce Central), TCS Optumera Software and Adobe Connect,
covering areas like Workforce Management, Retail Management and Audio Video and Web Conferencing.
Action has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as UKG, Tata Consultancy Services and Adobe Systems.
Action recently adopted applications including
Tata Consultancy Services Optumera in 2023, TCS Optumera Software in 2022 and Symphony RetailAI Order Management in 2022,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Action’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Action’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Action technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.