Trax Acquires Nielsen Store Observation (NSO) Assets In USA

Trax, the world leader in computer vision for retail, announced today that it has acquired Nielsen’s Store Observation (NSO) project-based services in the US market. NSO is the market leader in custom, in-store research for manufacturers, retailers and distributors. Trax will now assume full responsibility and ownership for delivering NSO to existing customers, with the aim of driving greater efficiencies and value in shelf activation for clients.

The acquisition builds upon the momentum of two significant milestones for Trax. Firstly, Trax has formed an alliance with Nielsen to bring unprecedented shelf insights to the FMCG industry through a suite of syndicated and advanced analytics solutions. This alliance will first service the U.S. market and is anticipated to grow to global markets in the future.  Secondly, the news that Trax has closed a US$64 million round of investment led by Warburg Pincus, their biggest to date.

With this strategic acquisition, Trax will bring its expertise to deliver shelf insights with greater granularity and efficiencies necessary to drive today’s in-store execution strategies of NSO customers.  NSO provides custom measurement and reporting of retail shelf conditions derived from in-store data collected through manual store audits. With Trax’s breakthrough computer vision and analytics platform, the company digitizes the retail shelf to provide manufacturers and retailers with an accurate, consistent and real-time view of their shelf performance across all channels.

“In the US, this acquisition of existing services and the strategic alliance with Nielsen for new services allows Trax to holistically meet clients’ needs” says Dror Feldheim, Trax Chief Commercial Officer. “Customers can better understand their in-store realities with a full spectrum of data services: custom in-store measurements, syndication and advanced data science.”

Both companies are committed to a smooth and seamless transition for clients and have agreed to a transition where Nielsen will continue to provide the NSO service as supported today, while transitioning to Trax operations to ensure that Trax will deliver with the same standard of care, skill, quality and timeliness for clients.


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. The company 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. Trax does this using smartphones and tablets to gain actionable shelf analytics in real-time.  With over 175 clients, in over 50 countries, top brands such as Coca-Cola, AB InBev, Nestle, Henkel, PepsiCo and many more, leverage Trax globally to manage their in-store execution and increase revenues at the shelf. Trax is headquartered in Singapore with offices worldwide. To learn more about Trax, please visit


Fei Fei Ho, Trax ; +65 9775 5569

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