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Microsoft Dynamics AX finds a new route to SMB market with launch of Retail Realm Essentials

by Jason Gumpert
February 06 2015

Retail Realm recently launched its new SMB offering, Retail Realm Essentials for Microsoft Dynamics. Based on Microsoft Dynamics AX, the solution takes a novel approach to licensing that exposes just a fraction of the underlying AX capabilities, making it viable for sale by SMB retail focused.

Retail Realm Essentials (RRE) customers will be buying a Dynamics AX-based solution focused around POS, inventory management and a few other capabilities in areas like multi-store management, merchandising, pricing, loyalty, customer management, employee management, and financials. Retail Realm  has added features around mobility, stock take,  store based availability, store reports, and rich label design and printing, among others. You can see a longer list of the capabilities here, including supported integrations.

A way to grow into Dynamics AX

One selling point of the RRE approach is that a growing company can turn on added Dynamics AX features if they reach RRE's 75 lane threshold or simply need a larger ERP solution. 

"It's a good way for the market to start investing at their current level and [be able to adapt] as they move into the enterprise," says Afshin Alikhani, Retail Realm's chairman and owner. "They don't have to install anything new, just a key to turn on [in Dynamics AX ] if they choose to."

Retail Realm supports over fifty thousand customers in the retail space using Dynamics RMS today through its partner network. RRE is the result of a long term effort to bring to market a next generation SMB retail offering from Microsoft that RMS partners and others will adopt, he says.

About Jason Gumpert

As the editor of, Jason oversees all editorial content on the site and at our events, as well as providing site management and strategy. He can be reached at

Prior to co-founding, Jason was a Principal Software Consultant at Parametric Technology Corporation (PTC), where he implemented solutions, trained customers, managed software development, and spent some time in the pre-sales engineering organization. He has also held consulting positions at CSC Consulting and Monitor Group.

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