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The Silicon Review Asia

World Leader In Computer Vision Solutions For Retail: TRAX

The Silicon Review
December, 2019


“Understand how your products look, perform and compete on the shelf with Trax’s breakthrough computer vision platform.”

Trax is the world leader in computer vision solutions for retail, ranking in the top 25 Fastest Growing Companies on Deloitte’s Technology Fast 500 list. Trax digitizes the physical world of retail. In 2010 Trax introduced a revolutionary new image recognition technology to the consumer goods industry. Our purpose was twofold – to raise awareness of the significance and value of image recognition and to drive greater efficiencies and effectiveness for consumer goods companies. For the first time, sales representatives could receive a detailed product and category information including out-of-shelf, the share of shelf, planogram, pricing and promotional compliance and more, all delivered to their mobile phones within minutes in the store.

Today, Trax is the global leader in computer vision solutions for CPGs and Retailers, ranking in the top 25 Fastest Growing Companies on Deloitte's Technology Fast 500 list. The Trax platform enables tighter execution controls in-store and the ability to leverage competitive insights through their in-store execution tools, market measurement services and data science to unlock revenue opportunities at all points of sale. In addition to mobile phones and tablets, Trax partners with leading innovators of IOT technologies including fixed cameras, robotics, and more, to capture retail reality in-store.


The Trax technology stack is a cascade of advanced engines working in parallel to go from image to insight in the quickest time.

Advanced Computer Vision: Core technology powered by neural networks; a game-changing innovation in Computer Vision that excels in detecting objects within shelf images, and classifying these images with unparalleled accuracy.

Store Digitization: Our experts have developed a system that uses geometric techniques to account for the angle and distance from the shelf from which the photo was taken. This results in a digital coordinate database that captures spatial details like the size and location of each product on every shelf, even accounting for stacked items.

Data Discovery And Visualization:

  • Collect everything so that you can dive in anywhere and explore and enrich the data the way you want.
  • Visualize the data with engaging dashboards for those light bulb moments.


Simplify store operations and maximize store productivity to deliver a consistent shopping experience free from preventable shelf issues like out of stocks or misplaced products.

Trax for Store Operations:

  • Improve store productivity: Improve store productivity by automating in-store execution.
  • Increase store sales: Increase store sales with improved replenishment and reduced out-of-stocks.
  • Drive consistent shopping experience: Drive consistent shopping experience with right product placement, promotions, and price.


  • Introduce real-time photo recognition analysis to retail
  • Scale above 500,000 store visits per month
  • Deliver KPI reporting back to the salesperson in the store
  • Bring retail image recognition to mobile smartphones
  • Recognize nearly 1 billion SKUs per month
  • Develop Trax Smart Cooler: a hands-free, real-time monitoring solution for coolers

Trax is headquartered in Singapore, with offices throughout APAC, Europe, the Middle East, North America, and South America. We are proud to include global brands like Coca-Cola, ABInBev, Heineken, Nestle and Henkel as our clients.

Meet Joel Bar-El

Joel Bar-El is a Co-founder and the Chief Executive Officer (CEO) at Trax. Joel is responsible for Trax’s vision and overall market strategy and execution. Before being named CEO of Trax in October 2011, Joel was Trax’s Chief Technology Officer. Joel also co-founded Tersus Software Limited, where he built and managed the global sales channels and marketing activities. Joel has a unique ability to envision, develop and deliver paradigm-changing technologies and is in every sense, a tech entrepreneur. Joel has spent the last 20 years delivering technology solutions to blue-chip clients and holds a B.Sc. in Physics from Tel Aviv University.


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