The Iconic

JULY 2030 ISSUE 750 NEXT-GEN RETAIL

SPECIAL ISSUE: WHAT'S HAPPENING IN 2030?

THE FUTURE OF RETAIL, UNIFIED

The Power of One Platform: ERP-Driven Retail Innovation. Real-Time Retail: Pricing, Inventory & Fulfillment in Sync. Built to Flex: A Scalable Tech Foundation for Growth. SCALE

UNIFY Invest Once. Scale Always. Unifying Merchandising to Maximise Agility. From Siloed to Seamless: The Future is Connected Retail.

LEAD 50% Lower Integration Costs. Infinite Possibilities. Data-Driven. Margin-Boosting. Future-Proof . Smarter Systems, Stronger Margins.

WHAT OUR LEADING CUSTOMERS ARE SAYING

“We now have one, single, global, multi-brand platform that provides a foundation for real-time features, including inventory checks, in-store pickup, and ability for sales associates to reserve product for customers” - SVP & CIO

“With SAP we will be able to offer the same customer experience all around the world. Customers will be able to find the same availability of jewelry and individual suggestions for what pieces to purchase no matter from where they shop.” - Chief Digital & Technology Officer

“Consumer experience and IT are very tightly connected at ALDO. We have a strong connection between marketing strategy, brand, digital products, user experience, and development, and SAP solutions help these teams.” - VP, Digital Product & Experience

“Our SAP solutions provide us with a standardized way of working and one version of the truth. As we are going to become a true omni-channel organisation, this foundation will be critical to grow our brand and provide the best possible customer experience.” - CTO

THE ICONIC LEADS THE PACK ANZ’S TOP E-COMMERCE PLATFORM IN 2030

SYDNEY, July 5, 2030 — THE ICONIC has cemented its place as Australia and New Zealand’s leading e-commerce platform, both for shoppers and the brands that power it. With seamless mobile-first experiences and personalised recommendations driven by real-time data, it has set the gold standard for digital retail. Despite fierce competition and a challenging retail landscape, THE ICONIC has returned to strong growth by delivering a more connected, frictionless experience from order to delivery — for customers and brand partners alike. The company has become the region’s most trusted platform for fashion, beauty, and lifestyle, winning awards for Best E-Commerce Customer Experience and Best Marketplace for Brand Growth. "For us, THE ICONIC is the perfect blend of visibility and velocity. Our products are discovered and delivered faster than anywhere else," said one global fashion label. “No other platform in ANZ offers such an intuitive experience for customers and robust support for brands.” Equally impressive is THE ICONIC’s bold commitment to sustainability. This year, it became the first major e-commerce retailer in the region to achieve full carbon neutrality, not just in logistics and operations, but across its entire product supply chain. All items sold are sourced through fair, ethical partners and supported by 100% traceable materials,

enabled by blockchain-integrated vendor management and supplier mapping systems.

Much of this success stems from a pivotal 2025 decision to partner with SAP and unify operations into a single digital backbone. Building on investments like its upgraded warehouse management system, THE ICONIC brought together merchandising, finance, supply chain, and customer engagement, gaining the visibility and insight needed to scale sustainably and respond quickly to market shifts. Looking ahead, THE ICONIC is investing in deeper personalisation, circular fashion initiatives, and AI-powered retail planning. With sustainability, innovation, and experience at its core, THE ICONIC isn’t just shaping the future of retail — it’s defining it.

Challengers

Leaders

Niche Players

Visionaties

Completeness of Vision

THE FUTURE OF THE ICONIC WITH SAP

Retail is evolving at an unprecedented pace, and THE ICONIC is uniquely positioned to lead the next wave of innovation in the industry. By approaching merchandising not as a siloed initiative but as a critical pillar of a broader digital transformation, SAP believes THE ICONIC can unlock new efficiencies, accelerate growth, and build a more agile, future-ready business. Together, we see an opportunity to reimagine retail operations—laying the groundwork for long-term scalability, responsiveness, and customer-centricity.

When merchandising choices are instantly reflected across supply chain, finance, and fulfillment operations, it eliminates inefficiencies, reduces rework, and enables agility at scale. Retailers leveraging unified systems see up to 20% higher margins* through data-driven promotions, optimised pricing, and real-time markdowns. With SAP, THE ICONIC can gain end-to-end visibility and control—ensuring the right product, at the right price, reaches the right customer every

UNLOCKING OPPORTUNITY THROUGH CONNECTED RETAIL For THE ICONIC, the next phase of growth lies in unifying core retail functions-merchandising, inventory, procurement, finance, logistics, and customer experience—within a single intelligent platform. This connected approach empowers smarter, faster, and more impactful decisions across the business.

*SAP Value Engineering benchmarks.

BUILD FOR AGILITY, SCALE WITH CONFIDENCE For THE ICONIC, aligning merchandising with core business systems from the outset is more than a technical decision — it’s a strategic advantage. A unified, ERP-led approach eliminates the complexity of siloed platforms, where custom integrations, manual workarounds, and duplicated data often slow

growth and inflate costs. By investing once in a connected foundation, THE ICONIC can reduce future integration spend by up to 50%*, while enabling true agility — from real-time pricing and inventory optimisation to rapid demand response.

DESIGNING FOR END-TO-END TRANSFORMATION END-TO-END TRANSFORMATION

collaboration across teams. With SAP, THE ICONIC can unlock faster time to value, stronger cross-functional alignment, and a scalable technology backbone — empowering the business to move faster, stay ahead of trends, and continuously innovate without the need for costly rework.

THE ICONIC has a rare opportunity to bypass the inefficiencies that many retailers face by embedding merchandising into a broader, future-ready transformation. A single, integrated platform ensures consistent data, streamlined processes, and seamless

*SAP Retail Benchmarks.

THE FINAL WORD

SAP has recently participated in THE ICONIC’s merchandise management RFI and sees this as an important opportunity to explore what these capabilities could look like as part of a broader, holistic digital strategy. THE ICONIC has earned its place as the leading fashion e-commerce destination in Australia and New Zealand through bold decisions and a relentless focus on innovation. As the business scales, sustaining this leadership across customer experience, platform growth, and sustainability will require more than functional enhancements—it will depend on an integrated foundation that connects core processes across merchandising, supply chain, finance, and customer touchpoints. Our goal is to understand THE ICONIC’s priorities deeply and explore how merchandise management can evolve from a standalone function to a connected, strategic capability. We believe this integrated approach can reduce complexity, improve agility, and create the platform needed for long-term growth. SAP has helped leading retailers like Woolworths, Fast Retailing, and Allbirds build resilient, responsive operating models by unifying their core processes. For THE ICONIC, we see the same opportunity to deliver faster, simpler experiences for brands and customers—while advancing key goals like ethical sourcing and emissions transparency.

We welcome the chance to partner with you to shape a roadmap that reflects both your immediate goals and long-term ambition to redefine modern retail.

Angela Colantuono President and Managing Director SAP Australia and New Zealand

WHY SAP FOR THE ICONIC

WITH SAP, THE ICONIC WILL GAIN

With a proven track record in retail and fashion, SAP helps leading brands embed merchandising into the heart of their operations—not as a siloed system, but as part of a unified, intelligent platform. Our approach tightly connects planning, pricing, inventory, logistics, and finance from the start, eliminating the complexity, cost, and rework of stitching systems together later. For THE ICONIC, this means a connected digital foundation that drives agility, speed, and innovation. Merchandising becomes a real-time, data-informed engine aligned with company-wide goals—enabling smarter pricing, better forecasts, faster decisions, and more profitable outcomes.

Real-time across merchandising, finance, and supply chain. More accurate forecasts powered by AI and predictive insights. A single source of truth for seamless cross-functional collaboration. decision-making Reduced complexity and manual effort. Greater agility to adapt to customer and market shifts. A scalable, future-ready platform for long-term growth.

14,100+ RETAILERS RUN SAP

8 OF TOP 10 LARGEST RETAILERS RUN SAP

80% OF RETAIL CUSTOMERS ARE SMB

83% OF RETAIL INDUSTRY’S TOTAL REVENUE

Here to Help you Grow, Scale and Innovate Let’s Discuss what a Strategic Partnership could Achieve

Kevin Hosken Account Executive | SAP Kevin.Hosken@sap.com +61 447 177 844

For more information, please reach out to:

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