Skip to content
Close
SEARCH
REQUEST DEMO
REQUEST DEMO
about us hero (Desktop)

We Unlock Store Performance

Our unrivalled category management software, supported by expert advice and founded on the need to accelerate retail sustainability enables us to empower our clients to enhance their category performance.

START HERE
Explore Services

WHO WE ARE

We pride ourselves on providing the global retail market with high-quality category management software and unrivalled services that improve the in-store shopping experience for everyone.

We believe in the critical need to accelerate the global retail market towards sustainability so that we can help serve the well-being of shoppers for generations to come. Our deeply integrated all-in-one category management software reduces the complexity of the interdependent nature of data-driven clustering, assortment, floor and shelf planning.

With DotActiv, you get integrated all-in-one software that empowers you with unrivalled support, regular updates and proactive monthly guidance from our customer success team. 

TOUCH
WHAT WE OFFER RETAILERS
WHAT WE OFFER RETAILERS
We offer retailers across all formats category management solutions that enable them to use their retail data to create data-driven product layouts, localised assortments and advanced retail analytics. With our software and services, retailers can create better shopping experiences for shoppers, improve stock turnover and profitability and enhance their overall business performance.
BOOK A CONSULTATION
TOUCH
WHAT WE OFFER SUPPLIERS
WHAT WE OFFER SUPPLIERS

We offer suppliers an exhaustive mix of category management software, training, support and professional services to empower them to help retailers grow their categories. With our software and services, suppliers can improve the performance of the categories in which their products are merchandised and gain influence over shelf positioning and space allocations.

SEE PRICING

WHAT OUR CLIENTS SAY

THE DOTACTIV JOURNEY

We have a rich history that dates back to 1991. Today, retail professionals across the world use our software and services to meet their goals and objectives.

  • 1991 - FOUNDED AS A CONSULTANCY STARTUP

    In 1991 we launched as an independent Category Management consultancy. John Dorfling and Anton Roux co-founded our company and called it CMS, which stood for Computerised Merchandising Services.

  • 1992 - NIELSEN ACQUISITION

    Nielsen acquired our services business and tied our co-founders into a four-year-long restraint of trade agreement. During this time, they remained active in the retail industry.

  • 1996 - RELAUNCHED WITH A NEW VISION

    John Dorfling and Anton Roux re-launched our company, this time with a new vision.

  • 1997 - PICK N PAY SIGNED UP AS A CUSTOMER

    We were the first company to establish a formalised and collaborative category management process between a retailer and supplier.

  • 1998 - SPAR SIGNED UP AS A CUSTOMER

    During this pivotal and vital time in our history, a second prestigious retailer signed up as a customer.  

  • 2001 - BEGAN DEVELOPMENT OF DOTACTIV SOFTWARE

    Up until this point, we were purely a category management consultancy. In 2001 we became the first company to create a data-driven category management system. In 2001 we also renamed the company to DotActiv.

  • 2003 - DOTACTIV SOFTWARE STARTS WINNING

    DotActiv software starts winning.

  • 2004 - FINANCIAL DIRECTOR APPOINTED

    Andrew Dorfling was appointed Financial Director in August 2004, at which time he also became a shareholder.

  • 2007 - A BETTER WAY TO PROCESS DATA

    In 2007 we launched the DotActiv Import Utility to automate the flow of data into the DotActiv software. We also continued to expand the business and gain a foothold in the South African retail industry.

  • 2009 - NEW DIRECTORS APPOINTED

    In 2009 Kyle Dorfling and Robert Stohr were appointed to the Board of Directors. Kyle later took over our international expansion as CMO, while Robert took over operations as COO.

  • 2010 - NEW LEADERSHIP

    Andrew Dorfling, Robert Stohr and Kyle Dorfling acquired 100% ownership of DotActiv, with Andrew being the majority shareholder. At this time, Andrew became CEO.

  • 2010 - DOUBLE DOWN ON SOFTWARE AND SERVICES

    With new leadership in place, it was time for us to double down on our investment into the DotActiv software.

  • 2014 - NEW SOFTWARE PRODUCTS

    In 2014 we released the assortment planning function of DotActiv to our users. We also launched our field marketing software to the market.

  • 2015 - THREE EDITIONS OF DOTACTIV

    To reduce the barrier to entry and better reflect our new marketing vision, we split DotActiv software into three editions. They are DotActiv Lite, DotActiv Pro, and DotActiv Enterprise. In 2015 we began expanding our customer base outside of South Africa and quickly reached over 20 countries.

  • 2016 - CHIEF INFORMATION OFFICER APPOINTED

    Jason Dorfling was appointed Chief Information Officer in January 2016, at which time he also joined the Board of Directors and became a shareholder.

  • 2017 - CLICKS RATES DOTACTIV BEST PERFORMING IT SUPPLIER

    Clicks Group Limited went through a formal IT supplier evaluation process and rated DotActiv number one for all four quarters of 2017.

  • 2018 - DOTACTIV ACADEMY. ONLINE STORE. DOTACTIV FREE

    We launched DotActiv Academy to help our users learn how to make the most of their DotActiv software. We also opened our online store and introduced the completely free version of DotActiv.

  • 2018 - EXPANDED TO 60+ COUNTRIES

    DotActiv's user base expands to over 60 countries, with new users added every day.

  • 2019 - LAUNCH ACTIV8: TEAM MANAGEMENT SOFTWARE FOR RETAIL

    We launched Activ8, which is team management software for retail. This powerful cloud-based software includes everything you need to manage your retail team, including task and project management, time and attendance software, expense and leave claims and more.

  • 2019 - NEW DOTACTIV ACADEMY. DOTACTIV POWERBASE

    We relaunched DotActiv Academy to be more of a social community with category management learning at its core. We also opened it up, allowing anyone to join for free. Available in 10 languages, the DotActiv PowerBase includes concise answers to everything you need to know about making the most of our products and services.

  • 2021 - APPOINTMENT OF CHAIRMAN, NEW CEO, CFO AND CHANGES TO COO PORTFOLIO

    In March, we announced Kyle Dorfling as the new CEO (Acting Chief Executive Officer). Kyle took over from Andrew Dorfling, who took on the role of Chairman. We appointed Jason Dorfling as the new Chief Financial Officer. Robert Stohr continued his role as Chief Operating Officer but also took over the Sales portfolio.

  • 2023 - DOTACTIV FINDS ITS WHY

    While we're good at helping our clients to sell more, we required more meaning behind what we did as a company and how we contributed to the world.

    It's why we added an extra layer to what we do - a new purpose.

    The purpose of our existence is to accelerate the world's transition to retail sustainability through category management that simultaneously delivers remarkable performance, exceptional shopping experiences, and meaningful strides towards sustainability.