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 Community

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Customers

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Employees

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Markets

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Offices

Our leadership team

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Joel Bar-El

Executive Chairman

Joel Bar-El is a co-founder and the Executive Chairman at Trax. Joel is responsible for Trax’s long-term vision and leads…

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Justin Behar

Chief Executive Officer

Justin Behar is the Chief Executive Officer at Trax. He was appointed in January 2021, after having served three years…

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Dror Feldheim

President, Corporate Development

Dror Feldheim is a co-founder and President at Trax. Dror is responsible for broader strategic initiatives, expanding Trax’s global partnerships…

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Anil “Bob” Kothari

Chief Revenue Officer

Bob is the Chief Revenue Officer at Trax. He is responsible for the company’s go-to-market strategy and execution and manages…

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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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Dor Sela

Chief Marketing Officer & Head of Strategy

Dor Sela is the Chief Marketing Officer and Head of Strategy at Trax. Dor has over 20 years of experience…

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Flora Bondici

Chief People Officer

Flora is the Chief People Officer at Trax, responsible for the global people strategy. This includes driving end to end…

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Mark Schwartz

Chief Financial Officer

Mark Schwartz is the Chief Financial Officer at Trax. Mark is responsible for the global financial strategy and direction of…

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Paulina Fogel

Chief of Staff

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

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Youval Bronicki

Chief Technology Officer

Youval Bronicki is the Chief Technology Officer at Trax. Youval is responsible for the design and implementation of the company’s…

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Dave Fisch

Chief Executive Officer, Shopkick

David Fisch is the Chief Executive Officer at Shopkick, a leading shopping rewards app in the U.S. David is an…

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David Gottlieb

Managing Director Americas

David Gottlieb is the Managing Director, Americas at Trax. David is responsible for Trax’s strategy, sales, marketing, business development, and…

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James Tang

General Manager & President Greater China

James Tang is General Manager and President, Greater China at Trax. James is responsible for leading the company's Greater China…

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Karine Eloy

Managing Director EMEA

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

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Mark Cook

Executive Vice President, Retail Solutions

Mark Cook is the Executive Vice President of Retail Solutions at Trax. Mark is responsible for development and delivery of…

Our locations

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São Paulo
Av Brig Faria Lima, 1485, Pinheiros
1st Floor Room 139
São Paulo
Brazil
+55 11 4810-1870
Duluth
1960 Satellite Blvd
Suite 4100
Duluth
GA 30097
United States
+1 770 727 0029
Shanghai
Room 2213-19, Floor 22, SHUI ON PLAZA
333 Middle Huaihai Road, Huangpu District
Shanghai 200021
China
+86 21 6346 2530
London
4th Floor
One Kingdom Street
Paddington Central
London W2 6BD
+44 203 755 0955
Tel-Aviv
Computer Vision Center of Excellence
114 Yigal Alon Street
ToHa Building, 26 floor
Tel-Aviv 6744320
Israel
+972-363-353-70
San Francisco
655 Montgomery St,
Suite 1400
San Francisco
CA 94111
United States
Mexico City
Puebla 403, Colonia Roma Nte
Ciudad de México
C.P. 06700
Mexico
Beijing
LenzTech Headquarters
5th Floor, Jinglong Building
No. 225 Chaoyang North Road, Chaoyang District
Beijing 100025
China
+86 21 6346 2530
Redwood City
Shopkick Headquarters
2317 Broadway Street
Redwood City
CA 94063
United States
+1 650-763-8727
Tokyo
〒101-0051
2-11-15 Kanda Jimbocho
Chiyoda-ku
Tokyo
Budapest
EMKE business centre
Rakoczi ut 42 1072
Budapest
Hungary
+36 1-633-3266
Paris
38
rue Bréguet 75011
Paris
France
+33 01 82-28-41-41
Moscow
Presnenskaya embankment, 12
Federation Tower, East Entry, 31st Floor
123100
Moscow
Toronto
33 Bloor St E
5th Floor Toronto
ON, M4W 3H1
CA
+1 650-763-8727
Chicago
10 N. Martingale Rd
Suite 400
Schaumburg
IL 60173
New York
22 W 19th St
New York
NY 10011
USA - 9th floor
+1 650-763-8727
Melbourne
Level 22
120 Spencer Street
Melbourne
3000
Victoria
Singapore
Corporate Headquarters
65 Chulia Street
#19-01 OCBC Centre
Singapore
049513
+65 6224 9145
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