We Capture Retail

Keep up to date with the latest Trax news

Trax was created to change the game for retail. As leaders in retail image recognition and retail analytics, we are in over 40 markets globally, with a world-class team in 16 offices worldwide. Stay tuned to our stories and the latest updates on our global journey.

April 5, 2017

IoT is driving customer experience, savings and operational efficiencies

Trax's Steve Hornyak debunks myths on IoT and AI for retail

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February 8, 2017

Trax Wins Deloitte 2016 Technology Fast 500™ EMEA Award

Trax ranked the number 25 fastest-growing company on Deloitte 2016 Technology Fast 500 EMEA list

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February 6, 2017

Investec Bank leads a $19.5 million investment in Trax Image Recognition

With this latest round of funding, Trax has raised nearly US$100 million since being founded in 2010.

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January 12, 2017

Trax and Fetch Robotics Unite for Better Retail Insights

Tech Forces Introduce New Retail Robot

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November 29, 2016

Trax Wins Deloitte 2016 Technology Fast 50™ Award

Trax Image Recognition Ranks 5th in Deloitte’s Technology Fast 50™

The Fast 50 ranking honours business growth and technological innovation as well as Israeli entrepreneurial spirit

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November 14, 2016

Trax Names Guy Mordoch Chief Operating Officer

Dror Feldheim Appointed Chief Business Development Officer

As COO, Mordoch will have responsibility for all of the company’s day to day activities including sales and delivery worldwide

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November 10, 2016

Trax Turns 6!

Trax is proud to have completed another milestone, celebrating its 6th Anniversary!

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October 14, 2016

Trax Innovation Day APAC

Trax hosted its first Innovation Day in APAC, at the Marina Bay Sands Singapore, bringing together 3 of the respected industry leaders from P&G, Henkel and Nestle.

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September 22, 2016

Trax Innovation Day Dusseldorf

Trax hosted its 3rd Innovation Day in the EMEA region, gathering CPG & Retail experts in the German markets.

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September 15, 2016

Shelf life: how AI will soon be in charge of product displays

Retailers are looking towards artificial intelligence (AI) such as image recognition technologies to help enhance sales staff productivity as well as make them be more competitive against their peers.
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June 8, 2016

Trax Image Recognition Raises $40M in Series C Funding

Trax has raised US$40 million in a Series C round from existing shareholders to support the growth, new product development and innovation of the company.

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June 6, 2016

This Singapore startup has grown globally with its image recognition tech

Trax on Tech in Asia: With retail clients and partners worldwide, as well as the ability to use the cameras we all have in our hands every day, the potential reach for Trax’s products is huge.

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May 11, 2016

Trax @ POI Brussels

Trax is proud to be a 3rd time gold sponsor and speaker at Promotion Optimization Institute, Brussels, a reputed forum in Europe and the U.S for consumer goods companies.

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May 6, 2016

Trax @ Retail & Consumer Goods Analytics Summit 2016

Trax was a gold sponsor and panellist next to tech giants like IBM, Oracle, Mindtree and Hitachi at the Retail & Consumer Goods Analytics Summit 2016.

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March 31, 2016

Trax Innovation Day London

Trax hosted its second Innovation Day, this time in London at The Shard, connecting leaders from the Retail and CPG industry.

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March 15, 2016

Trax Appoints Steve Hornyak to Lead Expansion Across Americas

Retail market data disruptor makes key hire

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February 25, 2016

Trax Image Recognition Recognized Among Top 10 Analytics Solution Providers 2016 by Retail CIO Outlook

Trax Image Recognition makes it to Retail CIO Outlook’s Top 10 Analytics Solution Providers list for its expertise in providing robust analytics, better data that drives better in-store shelf execution decisions.

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February 23, 2016

Trax @ Surge 2016

Trax is proud to be invited as a panel speaker at Surge, bringing together decisions-makers from Fortune 500 companies, and the movers and shakers in the internet tech world including Google and Twitter.

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November 18, 2015 Trax Puts Big Data On The Shelf

What do consumers see when they’re standing in front of a shelf or a product display? Retailers would hope that shoppers’ gazes are drawn to high-margin items and promotional discounts, but everything from supply chain issues, overworked in-store employees and plain consumer preference can get in the way of shoppers buying exactly what merchants want them to.

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Trax turns 5!

November 2015 is a special month for Trax as it marks our 5th anniversary.

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November 11, 2015

Insightful.Mobi partners with Trax Image Recognition to drive advanced in-store shelf monitoring and analysis for consumer goods companies

Trax Image Recognition (Trax), a leading technology provider of in-store shelf monitoring and analysis powered by image recognition, today announced a strategic partnership with Insightful.Mobi to deliver a cloud-based, field merchandising offering for consumer packaged goods (CPG) manufacturers in New Zealand.

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October 26, 2015

Trax Gets a Facelift!

The Trax website gets a facelift! New redesign puts the user at the forefront,has features fresh design, and includes all updated information about our work, our people and our customers.

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October 19, 2015

Vision Technology: The Uses You Never Thought Of

IDG Connect – With growing anticipation for Google‘s self-driving cars and London tech company Blippar being adorned with ‘unicorn’ status for a visual search system still in development, computer vision technology is in vogue. So how has this technology evolved and where else is it being used?

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September 30, 2015

TRAX@FMCG in Russia 2015

Trax is a proud to return as a key sponsor of the FMCG in Russia event for the second year in a row. FMCG in Russia 2015 will take place from 21 to 22 October 2015 at the Marriott Grand Hotel in Moscow, Russia.

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September 21, 2015

Trax@ECR Tag 2015

Together with channel partner Symphony EYC, Trax is participating in ECR Tag 2015, which takes place at the World Conference Centre in Bonn, Germany from 23 to 24 September 2015.

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September 16, 2015

Trax@The NPD Food & Drink Conference 2015

Trax is a proud sponsor of The NPD Food & Drink Conference 2015, an industry-led conference and networking event happening on 15 October 2015 at One America Square, London.

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September 12, 2015

Retail Week’s Start-Up Of The Week: In-Store Image Recognition And Analysis Platform Trax

Retail Week, UK, 8 September 2015 – Trax is an image recognition tool that staff can use in-store to monitor stock levels and sales accurately and efficiently. Co-founder and chief executive Joel Bar-El explains more.

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September 3, 2015

The ‘Eyes’ That Help A Store Track Its Goods

Service Cuts Time Spent On Checking Product Inventory, Shelf Display And Promotions

A Singapore-based firm has employed computer vision technology in a mobile service designed to improve efficiency in the retail sector.

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August 24, 2015

Trax to Host Tel Aviv Data Scientists Networking Gala

As part of Analytics Awareness Week, Trax will be hosting the Tel Aviv Data Scientists Networking Gala at our office premises on 27 August 2015, 6-8pm.

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August 21, 2015

Trax in the Grocer, UK

Trax has been featured in The Grocer, a leading UK-based magazine targeted at the FMCG industry.

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August 12, 2015

Trax@Popai 2015 Shopper Summit

Together with our partner Wired2Cloud, Trax will be co-sponsoring the POPAI 2015 Shopper Summit, held on 8 September 2015 at Doltone House in New South Wales, Australia.

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July 6, 2015

Automated shops: Image recognition knows when shelves are empty

Supermarket shelves can use image recognition cameras to scan the amount of stock on the shelves and alert staff when new products need to be delivered to stores. The technology, which already exists, can help to lead to a more automated shop and processes for those who provide the products.

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May 19, 2015

Trax Image Recognition to Partner with Coheris and Deliver Enhanced Merchandising to the Retail Industry

SINGAPORE, May 19, 2015 – Trax Image Recognition ( has signed an OEM partnership agreement with Coheris, a French CRM, Analytics and Business Intelligence solution provider (

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May 13, 2015

Trax@ Food & Drink – Trends & Innovations

We are pleased to announce that Trax will be participating at the Food & Drink – Trends & Innovations conference.

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May 11, 2015

Trax@POI Global Promotion Optimization Summit

Trax is a proud sponsor of the POI Global Promotion Optimization Summit held on 12-13 May 2015 at the Hotel President Wilson in Geneva, Switzerland.

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April 28, 2015

Trax@ Innovfest Unbound Singapore 2015

We are excited to share that Trax is participating in InnovFest UnBound at the Suntec Convention & Expo Centre in Singapore.

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April 15, 2015

Trax@MRMW New York

Trax is proud to be a sponsor at the Market Research in the Mobile World (MRMW) North America conference, held in New York City at the Wyndham New Yorker Hotel from 19 to 22 May 2015.

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Trax@Coca-Cola Hellenic Russia 2015 Leadership Conference

Trax tier-one client Coca-Cola Hellenic (CCH) Russia held its 2015 Leadership Conference in Moscow on 27 February 2015.

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April 14, 2015

Trax hosts first ever webinar with AFS Technologies

Trax hosted its first ever webinar in collaboration with partner, AFS Technologies on 4 March 2015.

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March 17, 2015

Trax@Israel Machine Vision Conference 2015

Trax Image Recognition (Trax) is an invited guest speaker and sponsor at the premier computer vision event, the 6th annual Israel Machine Vision Conference and exhibition (IMVC). The event will be held on March 24th, 2015 at the David Intercontinental Hotel, Tel Aviv, and will showcase the world’s leading experts in image processing and computer vision across various verticals in the industry.

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March 12, 2015

Trax in Retail Business Magazine, Greece!

To reach out to the market in Greece, Trax, together with channel partner MSPS have run a joint 2-page advertisement in Retail Business Magazine. 

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March 10, 2015

Trax partners with spring mobile solutions to deliver enhanced monitoring and analysis for the retail industry

Spring's mobileRetail application is powered by Trax's image recognition technology to drive productivity and deliver insights into store merchandising activities.

Singapore, 10 March 2015 – Trax Image Recognition, a leading technology provider of in-store shelf monitoring and analysis powered by image recognition, today announced a strategic partnership with Spring Mobile Solutions to deliver a cloud-based, field merchandising offering for consumer packaged goods (CPG) manufacturers.

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March 9, 2015

Trax Featured in Symphony EYC’s iCapture Video

To promote the iCapture solution as part of its G.O.L.D assortment and space solution suite, Trax partner Symphony EYC has launched a video showcasing the features and benefits of the Trax app. The iCapture video will be screened at major conferences, events and presentations.

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February 25, 2015

Trax@Executing Shopper Insights Congress 2015

The annual forum for fast moving consumer goods (FMCG) companies in the UK, Executing Shopper Insights Congress, took place in London on February 17 to 18, 2015. Trax was a key event sponsor and showcased a live demonstration of its image recognition technology which is providing FMCG companies with tighter execution controls in-store and actionable retail analytics in real-time.

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February 16, 2015

Trax@EuroCIS 2015

Trax will showcase its image recognition solutions at EuroCIS 2015. together with its partner Symphony EYC (SEYC).

EuroCIS is Europe’s leading trade fair for retail technology. The event offers inspiration and innovation, and provides insights for those who work and operate with technology in retail. This year’s trade fair takes place in Germany on February 24-26. It is expected that more than 235 exhibitors from 22 countries and over 7,000 visitors across many sectors including wholesale, food, non-food retail and the consumer goods industry will attend.

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January 13, 2015

Trax Partners with Symphony EYC to deliver iCapture

Partnership Enables Retailers and Manufacturers To Benefit from Symphony EYC’s New Mobile App iCapture Powered By Trax’s Image Recognition Technology

Singapore, 13 January 2015 – Trax Image Recognition (Trax), a leading provider of in-store shelf monitoring, analysis and technology powered by image recognition, today announces its collaboration with Symphony EYC to deliver iCapture, a new mobile application utilizing image recognition technology to bring enhanced reporting capabilities and real competitive advantage to retailers and manufacturers.

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January 2, 2015

Trax@NRF Retail’s BIG Show 2015

Trax is participating at the NRF 10th Annual Retail’s BIG Show 2015, held at the Jacob K. Javits Convention Center in New York City from January 11-14, 2015.

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December 15, 2014

Trax Image Recognition Receives Its Largest Cash Investment of US$15 Million To Date

The fourth round of funding from current shareholders will support expansion in the US and Europe, new product offerings and partnerships.

Trax Image Recognition, a leading provider of in-store shelf monitoring, analysis and technology powered by image recognition, today announced a significant US$15 million cash investment from existing shareholders to support the growth, new product development and technical innovation of the company.

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December 10, 2014

Trax Announces Key Partnership with MSPS

Trax Image Recognition, a leading provider of in-store shelf monitoring, reporting and analysis, today announced a key partnership with MSPS, an award-winning integrated marketing and sales services agency, headquartered in Athens, Greece with offices in Bulgaria, Cyprus and Romania.

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December 9, 2014

Trax Partners with Retail-Scan to Deliver India’s First Image Recognition Solution for FMCGs

Trax Image Recognition, a leading provider of in-store shelf monitoring, reporting and analysis, today announced a key partnership with Indian retail audit company, Retail-Scan. The partnership will see Retail-Scan expand its existing reporting and consulting service to offer Trax’s unique image recognition technology to provide real-time analytics on in-store competitive insights and retail execution – a first for India’s rapidly-growing fast moving consumer goods (FMCG) market.

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November 26, 2014

Trax@FMCG in Russia, Moscow!

Trax is proud to be a key sponsor at The 4th FMCG IN RUSSIA event, held from 8 to 9 December 2014, at the Intercontinental Moscow-Tverskaya Hotel. This marks Trax’s inaugural participation in the annual fast-moving consumer goods (FMCG) event.

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November 14, 2014


(Singapore, Nov. 14, 2014) – In the latest edition of Enterprise Innovation, Trax CEO Joel Bar-El shares his insights on the retail industry and how image recognition technology is proving to be a game changer for manufacturers, retailers and consumers alike.

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November 12, 2014


Trax has been featured on renowned online business site, BRW. The Australian site focuses on innovators, disruptors and leaders who are at the cutting edge of industry. Trax is named as a key enabler of innovation for Coca-Cola Amatil (CCA) as it was recognized in BRW’s 50 Most Innovative Companies 2014.

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September 14, 2014


Trax Image Recognition today announced an agreement with AFS Technologies that will enable both parties to co-market their respective retail execution solutions to the Fast Moving Consumer Goods (FMCG) market as one fully integrated product solution suite.

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September 1, 2014

Highlights from Trax CEO Joel Bar-El’s Interview at IIeX North America 2014

Trax CEO Joel Bar-El talks about innovation in retail, new advances in analysis and how today’s consumer wants to interact with the shelf.

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August 25, 2014

Trax Image Recognition Mentioned as a Leading Technology Provider in Gartner Digital Business Report

Trax announced today that it has been mentioned as one of the technology providers in Gartner’s digital business report, “Image Recognition: The Intersection of Digital Business and Analytics at the Store Shelf” by analyst Dale Hagemeyer.

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August 4, 2014


Trax Image Recognition has been mentioned as a sample vendor in the Gartner “Hype Cycle for Consumer Goods 2014” report. Trax was named in the Intelligent Image Interpretation category.

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June 5, 2014

Trax@IGD, London!

Trax is a proud sponsor in this year's IGD’s Category Management and Shopper Marketing Summit on June 11-12 in London, UK.

We would like to extend a warm invite to you and your team to come down to our booth, chat and view a live demo of our Trax image recognition application.

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Trax@IIEX, Atlanta!

We are proud to share that Trax Image Recognition will be a sponsor at this year’s Insight Innovation Exchange on June 16-18 in Atlanta, Georgia, USA.

Come down to our booth, chat and view a live demo of our Trax image recognition application.  And join us as Joel Bar-El, CEO of Trax will be giving a presentation “Facing the Shelf: Changing In-Store Consumer Experiences” on Tuesday, June 17th at 1:00 PM.

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February 27, 2014

Trax Airs Again on Bloomberg Int’l

Trax Technology Solutions to appear on 21st Century Television March 2, 2014 on Bloomberg International

Boca Raton, FL (February 27, 2014) — MMP (USA), Inc. is pleased to announce that Trax Technology will be featured on 21st Century Television – again! Trax technology solutions has developed a simple, “fool-proof” solution to deliver fast and accurate in-store insights in real time. This technology allows sales reps to increase productivity, agility and control in real time.

Click link for airing schedule:

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December 4, 2013

Another Successful Investment for Trax Technology Solutions

Existing Stakeholders Invest an Additional US$ 2.5M

(Singapore, Dec. 4th, 2013) Trax Technology Solutions Pte Ltd. (Trax), has announced another investment round from the original stakeholders. Trax reports receiving an additional US$ 2.5 million in funds. Along with the previous institutional investment reported earlier this year, Trax has raised over US$ 9 million of funding in 2013.

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November 16, 2013

Trax image recognition Nominates New Board

Mr. Gati brings to Trax image recognition wealth of experience in financial markets and corporate growth strategies. Mr. Gati is currently the head of BXR Partners in Singapore.

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August 26, 2013

Trax image recognition was Selected to Appear on 21st Century Business

MMP (USA), Inc. is pleased to announce that Trax image recognition Technology will be featured on 21st Century Business.

(26 Aug 2013) Boca Raton, FL — 21st Century Business is an award winning targeted business show that is independently produced by MMP (USA), Inc. The show provides its business viewers an in depth opportunity to find solutions to the industry problems from some of the top business leaders from across the world. Each exclusive segment is taped in our state of the art South Florida Studio.

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August 6, 2013

Trax image recognition Closes Successful Round-A

Immediate Investment of US$ 6.6M With an Option for an Additional US$ 15M over the Next 18 Months

06 August 2013 Trax image recognition Technology Solutions Pte Ltd., a leading provider of in-store auditing and shelf monitoring solutions for the fast moving consumer goods industry (FMCG), announced that it has finalized an A round financing agreement with one of Singapore’s largest private equity funds.

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May 5, 2013

New Pilot In Brazil Television Series

Trax image recognition has closed a deal for a new pilot with the leading bottler in Brazil, representing a WW tier-1 beverage manufacturer.

The pilot is planned to roll out in Q2, ending in Aug. 2013. The pilot will focus on the benefits provided by Trax image recognition within the Hypermarket channel in the area of Rio de Janeiro.

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