# Trax Retail

> Trax Retail develops computer vision software that converts shelf images into product-level retail analytics and corrective actions for consumer goods brands and retailers. Its cloud and on-device tools measure availability, shelf share, pricing and merchandising compliance. In February 2026, Gemspring combined Trax’s image recognition business with FORM, bringing shelf intelligence and field workflow software together.

- **Founded:** 2010
- **Headquarters:** Singapore, Singapore
- **Founders:** Joel Bar-El (Co-founder; former CEO and Executive Chairman), Dror Feldheim (Co-founder; historically President and Chief Commercial Officer)
- **Products:** Trax Cloud Image Recognition, On-Device Image Recognition, Trax Connector for Salesforce Consumer Goods Cloud, Signal-Based Merchandising, Dynamic Merchandising
- **Notable:** Henkel case study reports 50% less distribution-check/data-collection time, 150% more time available for active selling, a 4.3% reduction in out-of-stocks and 2.1% sales uplift; these are vendor-reported customer results., Announced US$640 million Series E in April 2021, including primary and secondary capital., Company reports winning Best Use of AI in Retail and eCommerce at the 2024 A.I. Awards.

## Products & services

- **Trax Cloud Image Recognition** — Converts shelf photographs into SKU-level availability, shelf share, planogram and pricing/compliance insights, with mobile reports and configurable dashboards. Now part of the FORM portfolio.
- **On-Device Image Recognition** — AR-based shelf scanning and local recognition that produces corrective guidance without requiring an internet connection; offered standalone or as an add-on.
- **Trax Connector for Salesforce Consumer Goods Cloud** — Connects Trax shelf-recognition insights to Salesforce retail execution workflows. The public listing specifies separate Trax CPG NXT licenses.
- **Signal-Based Merchandising** — Uses store signals and merchandising coverage to prioritize locations and tasks; the November 2023 debt announcement funded investment in this offering.
- **Dynamic Merchandising** — Historically combined retail signals with an on-demand workforce to address in-store merchandising issues.
- **Shopkick** — Shopping rewards and consumer-engagement app acquired in 2019. Historical Trax portfolio offering; the 2026 Trax IR transaction should not be assumed to include it.

## Achievements

- Henkel case study reports 50% less distribution-check/data-collection time, 150% more time available for active selling, a 4.3% reduction in out-of-stocks and 2.1% sales uplift; these are vendor-reported customer results.
- Announced US$640 million Series E in April 2021, including primary and secondary capital.
- Company reports winning Best Use of AI in Retail and eCommerce at the 2024 A.I. Awards.
- Company reports being a 2024 Inc. Power Partner honoree in AI and Data.
- Trax’s 2026 transaction announcement reports customer coverage in more than 80 countries.

## Latest updates

- **2025-07** — Launched AR-powered On-Device IR for offline recognition and immediate corrective actions; Unilever FIMA described early deployment in Portugal.
- **2026-02** — Gemspring acquired and combined FORM with Trax IR, placing Trax image recognition alongside GoSpotCheck and FORM OpX; Ali Moosani leads the combined platform.

## Links

- Website: https://traxretail.com/
- LinkedIn: https://www.linkedin.com/company/trax-retail/
- Twitter/X: https://twitter.com/TraxRetail
- YouTube: https://www.youtube.com/c/TraxRetail
- Facebook: https://www.facebook.com/TraxRetailTech/

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Profile page: https://yespress.io/trax-retail
Published by YesPress — https://yespress.io
Last updated: 2026-10-17