Trax

Trax was founded in 2010 by Joel Bar-El and Dror Feldheim, based on the observation that consumer packaged goods brands and retailers have historically relied on manual, time-consuming store audits, in which field representatives physically visit stores and manually record information about product availability, shelf placement, and pricing compliance, a slow, labor-intensive process that is difficult to scale across the very large number of retail store locations many consumer brands need to monitor, and that often generates data too outdated by the time it's compiled and analyzed to support timely operational responses to shelf issues like stockouts or pricing errors. Trax's platform uses computer vision and machine learning to automatically analyze photographs of retail store shelves, whether captured by field representatives' smartphones, fixed in-store cameras, or increasingly robotic shelf-scanning devices, automatically identifying which specific products are present and correctly placed on a shelf, detecting stockouts and other availability issues, verifying compliance with negotiated shelf placement and promotional agreements between brands and retailers, and monitoring pricing accuracy, generating much faster, more comprehensive, and more consistent shelf data than manual audit methods typically provide at comparable scale and cost. The company's image recognition technology has been trained on a very large proprietary dataset of retail shelf images across many product categories and store types, reflecting years of accumulated training data that the company argues gives its computer vision models particularly high accuracy for retail-specific product recognition tasks relative to more generic computer vision models not specifically trained on this retail shelf recognition use case. Trax merged with FORM, a retail execution and workforce task management company, combining Trax's image recognition technology with FORM's broader retail field team management and workflow automation capabilities into a more comprehensive combined retail execution platform. The company's customers span major consumer packaged goods brands and retailers globally seeking better, faster visibility into how their products are actually being displayed, priced, and stocked across large numbers of retail locations. Trax has raised substantial venture funding from investors including Investcorp, Warburg Pincus, and Hopu Investment Management, reaching unicorn status.

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