Grays
Grays Technographics
Grays Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Grays and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 400 Grays employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Grays has purchased the following applications: Microsoft Dynamics AX for ERP Financial in 2015, Frontier Software iChris for Core HR in 2019, GumGum for Artificial Intelligence Marketing in 2020 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Grays is running and its propensity to invest more and deepen its relationship with Microsoft , Frontier Software , GumGum 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 Grays revenues, which have grown to $82.0 million 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 Grays 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.
Grays Tech Stack and Enterprise Applications
Grays ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Microsoft | Legacy | Microsoft Dynamics AX | ERP Financial | ERP | n/a | 2015 | 2015 |
In 2015, Grays implemented Microsoft Dynamics AX as its ERP Financial system. The implementation supported the companys Sydney Australia retail and online operations, aligning finance and inventory workflows for an organization of approximately 400 employees.
Microsoft Dynamics AX was configured to support core financial modules and standard ERP Financial workflows including accounts payable processing with EFT payments, fixed assets depreciation schedules, accrual posting and month end journal entry processing. The system also handled vendor file management, balance sheet reconciliations, profit performance reporting for product groups, and generation of accounts payable reports to reconcile against vendor statements.
Operational integration included transactional links to The Stone Edge ORDER Manager Enterprise version 5.612 and routine use of advanced Excel for reporting and analysis, enabling reconciliations for received stock, sales and refunds, claims register maintenance, rebate identification and drop ship reconciliations. Business functions covered by the deployment included finance, procurement and inventory control with day to day use by accounting staff responsible for AP and stock control activities.
Governance centered on structured month end reporting, accrual and journal approval processes, vendor file governance and supplier follow up procedures to address variances discovered during reconciliations. The implementation emphasized consistent reconciliation workflows for direct costs and item variances and formalized claims and rebate handling within the Microsoft Dynamics AX ERP Financial environment.
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Grays HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Frontier Software | Legacy | Frontier Software iChris | Core HR | HCM | n/a | 2019 | 2019 |
In 2019 Grays implemented Frontier Software iChris to centralize Core HR and payroll activities for its Australian retail operations. Frontier Software iChris was used to support HR administration and payroll processing across Sydney, New South Wales, for approximately 350 full time and casual employees managed on weekly and fortnightly pay cycles.
The implementation focused on core payroll processing, employee masterfile management, time and attendance interfacing, and ad hoc reporting. Operational tasks documented during the deployment included end to end processing of weekly payrolls, masterfile changes, uploading of banking files, payroll and taxation files, and use of Single Touch Payroll reporting within Frontier Software iChris.
Operational governance was organized around the payroll team with defined responsibilities for a Senior Payroll Officer to resolve employee and supervisor queries, assist with masterfile changes for alternate payroll runs, and perform payroll file uploads. The configuration and workflow emphasis aligned Frontier Software iChris Core HR capabilities with retail payroll operations and timekeeping integrations to support routine HR and payroll administration.
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Payroll | HCM |
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2019 | 2019 |
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Time and Attendance | HCM |
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2019 | 2019 |
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Grays AI-Powered Application
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| GumGum | Legacy | GumGum | Artificial Intelligence Marketing | AI-Powered Application | n/a | 2020 | 2020 |
In 2020, Grays implemented GumGum on its website, adopting an application in the Artificial Intelligence Marketing category to augment site level digital media and content intelligence. The deployment was oriented to the company's online retail storefront and customer facing pages, aligning with marketing and ecommerce business functions. Grays operates in Australia with roughly 400 employees and annual revenue of 82,000,000, which positioned the engagement as a web focused implementation rather than an enterprise wide platform rearchitecture.
GumGum was embedded into page templates and tag management layers to enable contextual advertising, image recognition driven content classification, and automated media placement, capabilities typical of Artificial Intelligence Marketing platforms. Operational ownership rested with marketing operations and digital teams who managed tagging, creative standards, and measurement configuration, while site operations coordinated script deployment and version control. Governance emphasized on site workflow adjustments and creative review processes to align contextual targeting with brand standards, and the implementation scope remained focused on web page level instrumentation and media delivery.
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Chatbots and Conversational AI | AI-Powered Application |
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2020 | 2020 |
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Grays Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Collaboration | Collaboration |
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2020 | 2020 |
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Grays 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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2020 | 2020 |
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Grays eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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eCommerce Fraud Protection | eCommerce |
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2020 | 2020 |
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Personalization and Product Recommendations | eCommerce |
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2020 | 2020 |
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Grays SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Order Management | SCM |
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2015 | 2015 |
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Grays CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Campaign Management | CRM |
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2015 | 2015 |
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Customer Data Platform | CRM |
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2021 | 2021 |
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Customer Experience | CRM |
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2020 | 2020 |
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Customer Experience | CRM |
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2021 | 2021 |
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Customer Support | CRM |
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2021 | 2021 |
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Customer Support | CRM |
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2021 | 2021 |
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Digital Advertising Platform | CRM |
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2020 | 2020 |
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Digital Advertising Platform | CRM |
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2020 | 2020 |
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Digital Advertising Platform | CRM |
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2020 | 2020 |
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Marketing Analytics | CRM |
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2015 | 2015 |
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Marketing Analytics | CRM |
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2015 | 2015 |
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Marketing Automation | CRM |
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2020 | 2020 |
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Grays ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2020 | 2020 |
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Grays 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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2020 | 2020 |
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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IT Decision Makers and Key Stakeholders at Grays
| First Name | Last Name | Title | Function | Department | Phone | |
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Chief People Officer | CXO | HR | |
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Technology Director | Director | IT | |
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Chief Financial Officer | CXO | Finance | |
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Senior Payroll Officer | Director | HR | |
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General Manager Customer Service | Manager | Customer Service | |
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Head of Sales and Business Development | Director | Sales | |
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Customer Success Manager | Manager | Customer Service | |
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Customer Service Team Lead | Manager | Customer Service | |
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People & Culture Lead | Manager | HR | |
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Group Chief Technology and Product Officer - Slattery / Grays | CXO | IT | |
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Apps Being Evaluated by Grays Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Grays IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Grays digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD Grays Technographics
Grays is a Retail organization based in Australia,
with around 400 employees and annual revenues of $82.0 million.
Grays operates a diverse technology stack with applications such as
Microsoft Dynamics AX, Frontier Software iChris and GumGum,
covering areas like ERP Financial, Core HR and Artificial Intelligence Marketing.
Grays has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Microsoft, Frontier Software and GumGum.
Grays recently adopted applications including
Insider Connect in 2021, Adobe Experience Cloud in 2021 and Zendesk Service in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Grays’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Grays’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 Grays technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.