Tomax tries to take the ailing out of retailing. The company develops and hosts software that helps retail chains simplify business processes, manage marketing channels, and reduce IT infrastructure costs. Clients use Tomax's Retail.net suite to manage customer transactions, deal with returns, streamline workflow processes, and forecast staffing needs. The company also provides support and training services. Customers include 24 Hour Fitness, Benjamin Moore, Kroger, Safeway, and Trader Joe's. Eric Olafson (president and CEO) and Jaye Olafson (COO), who are husband and wife, are the principal shareholders of Tomax. Oracle has a minority equity stake in the company.