THE ICONIC
Level 18, 338 Pitt Street International Towers,
Sydney, 2000, NSW,
Australia
Sydney, 2000, NSW,
Australia
61 2 8294-8828
Retail
THE ICONIC Technographics
THE ICONIC Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by THE ICONIC and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 1100 THE ICONIC employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that THE ICONIC has purchased the following applications: Microsoft Dynamics 365 Business Central for ERP Financial in 2019, Workday Absence Management for Absence and Leave Management in 2021, FreeWheel Demandsuite for Agency Management in 2023 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems THE ICONIC is running and its propensity to invest more and deepen its relationship with Microsoft , Stripe , Workday 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 THE ICONIC revenues, which have grown to $508.0 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 THE ICONIC 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.
THE ICONIC Tech Stack and Enterprise Applications
THE ICONIC ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Microsoft | Microsoft Dynamics NAV | Microsoft Dynamics 365 Business Central | ERP Financial | ERP | n/a | 2019 | 2020 |
In 2019 THE ICONIC migrated from Microsoft Dynamics NAV to Microsoft Dynamics 365 Business Central as its core ERP Financial platform. The change is documented alongside internal ERP engineering activity in Sydney, Australia, where roles spanning Microsoft Dynamics NAV and Dynamics 365 Business Central between 2019 and 2022 show ongoing in-house development and support for the new application.
Implementation focused on Microsoft Dynamics 365 Business Central financial modules, with configuration and custom development to support general ledger, accounts payable, accounts receivable, fixed asset accounting, and financial reporting workflows typical of ERP Financial systems. THE ICONIC’s internal engineering team designed and developed complex solutions and extensions for Business Central, indicating bespoke configuration, automation of accounting processes, and tailoring of financial dimensions to retail operations.
Integrations were delivered and maintained as part of the Business Central program, implemented by THE ICONIC’s own ERP engineers, and included development of complex integration interfaces and support processes necessary for continuous operation. Operational coverage centered on finance and ERP engineering functions in Sydney, with governance handled through internal development and support workflows that sustained the Business Central estate from rollout into steady state.
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Payment Processing | ERP |
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2021 | 2021 |
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THE ICONIC HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Workday | Legacy | Workday Absence Management | Absence and Leave Management | HCM | Alight Solutions | 2021 | 2022 |
In 2021, THE ICONIC implemented Workday Absence Management as part of its broader Workday HRIS deployment. The rollout targeted Absence and Leave Management processes and was executed with Alight Solutions as the systems integrator, with internal data leadership from a People Data and Insights Specialist who led the data stream of the project.
Workday Absence Management was configured to support standard absence and leave capabilities, including absence type definitions, entitlement and accrual calculations, request and approval workflows, time off balance tracking, and absence reporting for People and Culture. Configuration work was guided to align with P&C requirements and the wider business, with the internal data stream lead directing process configuration to ensure Workday Absence Management met operational needs.
Integrations were an explicit part of the implementation, with the data stream contributing to the integrations stream to connect Workday with ADP Payroll, Greenhouse, Culture Amp, and edCast. These integrations focused on ensuring accurate absence-related data exchange for payroll adjustments, candidate and onboarding signals, engagement feedback alignment, and learning records synchronization.
Governance and rollout included centralized data validation and a data transformation cadence led by the People Data and Insights function, which successfully transformed all facets of HRIS data into Workday requirements with no errors and maintained data validity and accuracy. Alight Solutions supported implementation activities and partner coordination, while operational ownership sat with People and Culture and HRIS teams across THE ICONIC in Australia.
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Applicant Tracking System | HCM |
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2019 | 2019 |
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Compensation Management | HCM |
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2021 | 2022 |
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Core HR | HCM |
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2021 | 2022 |
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Employee Experience | HCM |
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2018 | 2018 |
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Learning and Development | HCM |
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2019 | 2019 |
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Onboarding | HCM |
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2020 | 2020 |
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Payroll | HCM |
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2018 | 2019 |
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Payroll | HCM |
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2019 | 2019 |
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Talent Management | HCM |
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2021 | 2022 |
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THE ICONIC ERP Services and Operations
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| FreeWheel, A Comcast Company | Legacy | FreeWheel Demandsuite | Agency Management | ERP Services and Operations | n/a | 2023 | 2023 |
In 2023, THE ICONIC deployed FreeWheel Demandsuite as its Agency Management solution on its public website. The implementation positions FreeWheel Demandsuite to manage programmatic demand workflows and centralize advertising operations within the site’s monetization stack.
The deployment configures core Agency Management capabilities including ad decisioning, campaign trafficking, inventory configuration, yield and price control, and publisher-facing reporting and analytics. FreeWheel Demandsuite is used to orchestrate campaign setup, creative targeting rules, and trafficking controls consistent with standard publisher demand-side and agency-facing workflows.
Operational coverage is focused on THE ICONIC’s digital advertising and marketing functions, with the application embedded in the website ad delivery path to control campaign pacing, inventory allocation, and reporting for agency buys. The implementation supports advertising operations workflows across the site without named third party integrations specified in the source.
Governance for the Agency Management deployment centers on trafficking and reporting controls, campaign QA procedures, and inventory governance tied to site-level ad operations. Configuration and operational ownership reside with internal ad ops and marketing teams to manage campaign lifecycles through FreeWheel Demandsuite.
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THE ICONIC AI Development
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Generative AI Platforms | AI Development |
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2025 | 2025 |
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THE ICONIC AI-Powered Application
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Chatbots and Conversational AI | AI-Powered Application |
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2014 | 2014 |
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Chatbots and Conversational AI | AI-Powered Application |
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2019 | 2019 |
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THE ICONIC Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Collaboration | Collaboration |
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2012 | 2012 |
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THE ICONIC Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Digital Signing | Content Management |
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2021 | 2021 |
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THE ICONIC eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Shipping Management | eCommerce |
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2020 | 2020 |
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THE ICONIC SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Supply Chain Management | SCM |
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2016 | 2016 |
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THE ICONIC CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Customer Data Platform | CRM |
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2014 | 2014 |
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Customer Engagement, Customer Loyalty | CRM |
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2019 | 2019 |
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Customer Experience | CRM |
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2010 | 2010 |
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Customer Experience | CRM |
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2018 | 2018 |
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Customer Experience | CRM |
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2017 | 2017 |
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Customer Support | CRM |
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2018 | 2018 |
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Customer Support | CRM |
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2020 | 2020 |
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Data Management Platform | CRM |
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2015 | 2015 |
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Data Management Platform | CRM |
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2016 | 2016 |
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Digital Advertising Platform | CRM |
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2017 | 2017 |
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Digital Advertising Platform | CRM |
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2013 | 2013 |
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Digital Advertising Platform | CRM |
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2012 | 2012 |
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Marketing Analytics | CRM |
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2016 | 2016 |
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Marketing Analytics | CRM |
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2018 | 2018 |
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Marketing Analytics | CRM |
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2020 | 2020 |
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Marketing Analytics | CRM |
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2014 | 2014 |
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Marketing Analytics, Data Management Platform | CRM |
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2020 | 2020 |
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Marketing Automation | CRM |
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2016 | 2016 |
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Marketing Automation | CRM |
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2015 | 2015 |
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Marketing Automation | CRM |
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2021 | 2021 |
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Marketing Automation | CRM |
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2020 | 2020 |
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Marketing Automation | CRM |
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2017 | 2017 |
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Marketing Automation | CRM |
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2021 | 2021 |
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THE ICONIC ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2011 | 2011 |
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Incident Management | ITSM |
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2018 | 2018 |
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IT Service Management | ITSM |
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2018 | 2018 |
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THE ICONIC PPM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Project Portfolio Management | PPM |
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2020 | 2020 |
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Project Portfolio Management | PPM |
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2020 | 2020 |
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THE ICONIC PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Transactional Email | PaaS |
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2015 | 2015 |
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Transactional Email | PaaS |
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2016 | 2016 |
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THE ICONIC 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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2014 | 2014 |
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Application Hosting and Computing Services | IaaS |
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2015 | 2015 |
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Content Delivery Network | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2021 | 2021 |
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IT Decision Makers and Key Stakeholders at THE ICONIC
| First Name | Last Name | Title | Function | Department | Phone | |
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Chief Financial Officer | CXO | Finance | |
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Financial Controller | Director | Finance | |
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Director People & Culture | Director | HR | |
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Chief People & Culture Officer | CXO | HR | |
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Director People & CultureDirector | Director | HR | |
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People & Culture Business Partner | Manager | HR | |
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Payroll Manager | Manager | Finance | |
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Head of CRM & Experimentation | Director | IT | |
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Senior Customer Service Representative | Non Manager | Customer Service | |
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Head of Customer Strategy, Insights & Analytics | Director | Customer Service | |
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Operations Manager, CX | Manager | Customer Service | |
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Regional People & Culture Director | CPO | CXO | HR | |
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Senior People & Culture Manager | Manager | HR | |
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People Services Manager | Manager | HR | |
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Project Manager | Manager | Operations | |
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PMO Manager | Manager | Operations | |
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Head Of IT | Director | IT | |
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GM, Operations | CXO | Operations | |
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People and Culture Manager | Manager | HR | |
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Senior Payroll Manager | Manager | HR | |
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Apps Being Evaluated by THE ICONIC Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from THE ICONIC IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the THE ICONIC digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD THE ICONIC Technographics
THE ICONIC is a Retail organization based in Australia,
with around 1100 employees and annual revenues of $508.0 million.
THE ICONIC operates a diverse technology stack with applications such as
Microsoft Dynamics 365 Business Central, Workday Absence Management and FreeWheel Demandsuite,
covering areas like ERP Financial, Absence and Leave Management and Agency Management.
THE ICONIC has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Microsoft, Workday and FreeWheel, A Comcast Company.
THE ICONIC recently adopted applications including
Google Cloud Vertex AI in 2025, FreeWheel Demandsuite in 2023 and Stripe Payments in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of THE ICONIC’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates THE ICONIC’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 THE ICONIC technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.