RetailOasis: Creating retail's future

by connecting retailers with their future customers

What We Do

We are a consultancy that believes retailers can play a positive and significant role in people’s lives.  We partner with like-minded clients to create sustainable pathways for growth. Our experience stems from the creation of new retail concepts and offer expansions to business refinement. Everything we do is grounded in consumer data and our unique brand of creative intuition, developed from over 40 years in the industry. We’re also proud to be a registered B-Corp – using business as a force for good.

Our Clients

When businesses are ready to step into the future of retail they call us.
We work with start-ups, manufacturers, e-tailers and established retailers.

Case Studies

Supercheap Auto

Supercheap Auto

Letting the customer drive the store experience



Getting local against the National players

Ray’s Outdoors

Ray’s Outdoors

Reinvigorating Ray's

The Athlete’s Foot

The Athlete’s Foot

Getting back to performance

Our Team

Welcome to the Family. We’re a collection of senior practitioners (and Kulmar family members) that challenge the norm, using a collaborative approach and a desire for continuous improvement.

Steve Kulmar


Former CEO of IdeaWorks & founder of RetailOasis, Steve is an expert and one of Australasia’s most regarded in the retail marketing & comms industry, with experience from Woolworths to Westfield & most specialists in-between. He also sits on several public boards & frequents the speaking circuit.

Madeline Kulmar


Madeline is one of the founding members of the Retail Oasis team. She is Steve Kulmar’s executive assistant, support event manager and accounts payable/receivable assistant. Outside work, she is a passionate and active landscape photographer.

Paula Bogaz

Senior Strategist

Paula has a strong passion enhancing the customer experience. Bringing over 10 years of retail experience in product development, buying and merchandise planning, Paula has a strong understanding of the inner workings of retail business.

Pippa Kulmar


After starting her career in advertising, being awarded Cannes Young Marketer of the Year in Australia and being recognised for her work at award shows like Cannes, D&AD and the Effies - she moved into the family business. Curious by nature, her interest lies in understanding what makes people tick.

Trent Rigby

Senior Strategist

Trent specialises in looking at how retailers build strategy around qualitative analysis and business modelling. He has 3 Master's degrees in Applied Finance, Management and an MBA. Plus, he's currently doing his CPA. He is also the current holder of the RetailOasis Blind Wine Tasting Challenge (much to Steve's horror).

Jessica Sinclair

Senior Strategist

With a strong foundation in marketing strategy, Jess brings a wealth of experience from digital strategy to customer engagement and retention. Her curiosity in customer behaviours and passion for analysis makes her an integral part of our strategy team.

Nerida Jenkins

Senior Strategist

Neds has 20+ years experience in retail strategy & deep consumer behavior data analytics. She's currently furthering this passion through a Data Science Masters at Sydney University. She's worked with some of Australia's biggest retailers from Woolworths, Westfield, The Warehouse, Myer and many more.

Julie Schilvold

Junior Strategist

Julie graduated from BI Norwegian Business School with a degree in Marketing Communications. She travelled across the world to find work and found it here at Retail Oasis. She was also the 2011 Jr Moose Hunting Champion.

Kate Hall

Junior Strategist

Kate has finished her final year of university studying Business Marketing at the University of Technology, Sydney; where she won the Scenario Planning Competition and was a finalist for Police Bank strategy competition. She has a passion to learn more about human behaviour.

Michelle Lee

Finance Manager

Michelle, our resident Kiwi, works across the Oasis Group as the Finance Manager. Handling client billings, accounts payable/receivable, monthly management reporting & payroll. She brings 15 yrs experience of working in advertising accounts. She's currently celebrating 7 years as part of the RO family!

Rob Joannides

Junior Strategist

Rob has just finished his Bachelor of Business at UTS. His interest is in furthering his knowledge and passion for marketing. He loves to travel and is conversational in Spanish. He's also an excellent photographer with a passion for capturing intimate moments between stationary items.

Jace Loh

Senior Strategist

Jace has a management consulting background with strong foundations in fact-based strategy development and implementation. She is passionate about devising customer-led strategies that fit her clients’ capabilities to execute. Prior to starting at RetailOasis, Jace worked at Big W as a strategy associate. She also plays the mandolin in her spare time.

Our Thinking

How do you innovate whilst maintaining your core business?

| Data & Research, Digital, Ongoing Trends, Retail, Technology, Uncategorized, What's Cool | No Comments

Retail is going through a period of true disruption. Technological advances and shifting consumer mindsets (to name a few influences)…

How to create a culture that accepts failure?

| Data & Research, Retail, RetailCampus, Uncategorized | No Comments

Why do we want to create a culture that accepts failure? It’s definitely a counterintuitive concept but failing is a…

What really is innovation and how to make it commercial

| Ongoing Trends, Retail, RetailCampus, Sustainability & Responsibility | No Comments

Innovation is one of the most used buzzwords in global business today, but exactly what it means can be confusing…

Consumer-centricity: How should you be measuring success?

| Data & Research, Digital, General, Multichannel & E-commerce, RetailCampus | No Comments

The simple answer is – there is no simple answer. There’s no silver bullet that takes care of your consumer-centricity…

M1 - Week 3 - rewarding staff

How to reward your team for being customer centric?

| RetailCampus | No Comments

First off, a personal experience to help illustrate my point around rewarding staff, bear with me. A recent retail journey…

How to Create a Business Your Customers Will Love?

| RetailCampus | 2 Comments
Building a business your customers will love is a huge topic but maybe best summarised by the founder of Walmart,...

6 telltale signs you think you’re customer centric but you’re not

| General, Ongoing Trends, Retail, Uncategorized | One Comment

Just because your organisation says it’s customer centric a lot, do you actually know how to make it real? I…

Why Retail has a Millennial Problem

| Data & Research, Multichannel & E-commerce, Ongoing Trends, Retail, Uncategorized, What's Cool | 11 Comments

If you’re in the industry, you know that retail has a serious millennial problem (and obsession). The result of being…

Is Alibaba Leading Amazon In The Race To Dominate Retail’s Future?

| Data & Research, Digital, General, Multichannel & E-commerce, Ongoing Trends, Retail, Technology | No Comments
Together, Alibaba and Amazon have about a $1.4 trillion market cap, ($459 billion for Alibaba and $910 billion for Amazon)...

Nike just used consumer behaviour data to disrupt the retail game

| Data & Research, Digital, Multichannel & E-commerce, Ongoing Trends, Retail, Technology, What's Cool | No Comments

To quote Andy Warhol: “They always say time changes things, but you actually have to change them yourself.” And this…

Sephora sales associate

The sales associate – A retailers best asset

| Retail | 2 Comments

I was recently shopping in Sephora; I was looking for a specific item and had even brought the empty box…

Sex, drugs and going green.

| Conferences & Trips, Data & Research, Digital, Fashion, General, Multichannel & E-commerce, Ongoing Trends, Retail, Sustainability & Responsibility, Technology, What's Cool | One Comment

Turn your minds back to the early 1950’s… or at least imagine. The sound of Elvis pulsating through radios, propelling…


 RetailOasis – Retail Industry Consultants & Specialists, Research Marketing Trends and Brand Strategies

+61 (2) 9976 6222

Level 4, 1A Rialto Lane
Manly NSW, 2095