This is Trax

Pioneering the store of tomorrow

Trax is the driving force of the store of the future. The world’s top consumer goods companies and retailers use our cloud platform to gain the power to see what happens at shelf and the agility to delight shoppers in new ways.
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Our Purpose

At Trax, our mission is to help brands and retailers harness the power of digital technologies to enable the best shopping experiences imaginable.

Our platform allows customers to understand what is happening on shelf, in every store, all the time so they can focus on what they do best – delighting shoppers.

With Trax data and insights, customers gain granular, SKU-level visibility to changing store conditions. Our customers not only plan and execute their retail strategy better, but also engage better with shoppers. And each timely, data-driven decision and action lowers costs and accelerates revenue growth.

We believe brands, retailers and shoppers need a better way to navigate the new retail reality, one that promises a more fulfilling and engaging shopper experience. 

Our customers include the world’s most loved consumer brands like Coca-Cola, Nestle, Unilever, P&G and Heineken as well as innovative retailers like Best Buy, Sam’s Club, Auchan and TJ Maxx.

Our people are at the core of why we exist. Careers at Trax offer all kinds of opportunities to join an incredibly elite team that believes in making an impact every day.

Check out our Newsroom for the latest company updates.




Our Story

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Trax is founded and incorporated in Singapore by Joel Bar-El and Dror Feldheim.

Brightly coloured products on a supermarket shelf

We launch our Computer Vision center and our now-famous algorithms recognize a consumer product for the first time.

coca cola bottle tops

We sign one of the world’s largest FMCG companies as our first customer. Go big or go home!

People jumping into the sea from a platform

The Trax family grows to a hundred, as new offices open in Brazil and the UK.

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Trax breaks into the Deloitte Technology Fast 50, Israel’s foremost tech award. Motors runnin’!

Trax shelf camera in a supermarket

Cameras in the store! IoT powered shelf-monitoring solution, Retail Watch comes to retail.

corporate building in the city center

30 of the 50 largest CPG brands work with Trax. A big year for acquisitions as Shopkick, Lenztech and Planorama join Trax.

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Salut! We turn ten. Nearly a thousand Traxers celebrate the journey. And we’re just getting started.

Trax for good

At Trax, our environmental, corporate and social responsibility is central to who we are.

Stand-up paddling for a cause

Children & Youth Empowerment

Empowering educators and setting low-income students and at-risk youth up for success.

Trax Israel visited Sheba Medical Center at Tel HaShomer Hospital as part of this initiative

Employee Volunteering

Trax encourages employees to contribute their time and talents to support social organisations.

Helping to break the poverty cycle in Cambodia by building houses

Communities in Need

Providing food, shelter, materials – and sometimes, just solidarity for communities in need.

Our leadership team

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Gary Laben

Chief Executive Officer

Gary Laben is the Chief Executive Officer at Trax and was appointed in March 2024. Most recently, Gary was CEO…

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David Gottlieb

Chief Revenue Officer

David Gottlieb is the Chief Revenue Officer at Trax. David is tasked with ensuring Trax achieves its overall sales and…

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Regi Vengalil

Chief Financial Officer

Regi Vengalil is the Chief Financial Officer of Trax. Regi is responsible for the financial management of the company including…

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Daniel Cohen

Chief Operating Officer

Daniel Cohen is the Chief Operating Officer at Trax. Daniel is responsible for managing and transforming the company's overall delivery…

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Marcus McCarty

Chief Legal Officer

Marcus McCarty is the Chief Legal officer at Trax and has responsibility for the legal and compliance, and people organizations.…

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Paulina Kadman

Chief of Staff

Paulina Kadman is the Chief of Staff at Trax. Paulina is working with cross-functional operational and strategic projects. As one…

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Karine Eloy

Managing Director APAC & EMEA

Karine Eloy is the Managing Director APAC & EMEA at Trax. Karine is responsible for Trax’s strategy, sales, marketing, business…

Our locations

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1001 Bannock St.
Suite 7
CO 80204
United States
615 S. College St
NC 28202
United States
Corporate Headquarters
One Beacon St., 15th Floor
MA 02108
United States
São Paulo
Av Paulista, 1374
Floor 12th kit A113
Bela Vista
São Paulo-SP
1960 Satellite Blvd
Suite 4200
GA 30097
United States
Room 2213-19, Floor 22, SHUI ON PLAZA
333 Middle Huaihai Road, Huangpu District
Shanghai 200021
Computer Vision Center of Excellence
114 Yigal Alon Street
ToHa Building, 26 floor
Tel-Aviv 6744320
Mexico City
Regional Headquarters
Prado Norte 225, Int. 112
Col. Lomas de Chapultepec.
Miguel Hidalgo
C.P. 11000Mexico
LenzTech Headquarters
5th Floor, Jinglong Building
No. 225 Chaoyang North Road
Chaoyang District
Beijing 100025
1 Chome-10-5 Toranomon
Minato City
Tokyo 105-0001
Kalvin Square Office Building
1085 Budapest
12 Kalvin Square, 6th Floor
Regional Headquarters
CVDM Solutions
34, Rue Laffitte, c/o Morning
New York
22 W. 19th St
9th Floor
New York
NY 10011
+1 650-763-8727
Level 5
111 Cecil Street
South Melbourne
135 Cecil Street
red bottle caps
checking product
customer checking product
sales executive calculating

Harness the power of Trax to enable the best shopping experience possible.

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