Telstra's enterprise and government convergent solutions executive director, Lynda O'Grady, said the new retail solution is an example of how industries can leverage the company's national IP network to change the way they do business.

"This is quite a milestone for Telstra [and] the whole technology means it can be served to retailers and customers more real-time and as the circumstances might motivate," O'Grady said, adding an example might be Retravision offering discounts on air conditioning systems on hot days.

"Consumers have a latent appetite for in-store messaging and we're keen to see retailers use the solution."

O'Grady said extending the solution to mobile devices is the next step and she is looking forward to how converged networks can provide such services so "watch this space".

Retravision's content will be provided by its marketing agency PDM.