BRW details how CCA has transformed its inventory management and marketing using image recognition supplied by Trax. Before the change was made, data captured was often out of date, inaccurate or siloed. This meant collaboration among team members was a challenge. With Trax, CCA has optimized its sales and marketing pipeline. The article describes how CCA has partnered with Trax to create a mobile, cloud-based application using Trax Image Recognition software to capture shelf share and category performance. It highlights the benefits that CCA received from using Trax including:

•A detailed and unbiased view of shelf share for business development executives (BDEs), National Customer Centre (NCC) consultants and other customer-facing staff.
•Real-time analytics - providing NCC consultants with the visual information and analysis needed to tailor an order.

Trax Image Recognition CEO, Joel Bar-El commented, "Congratulations to Coca-Cola Amatil for its listing in BRW as one of the most innovative companies of 2014. We are very proud of our unique technology and it's fantastic to be recognised as a key partner in helping Coca-Cola Amatil improve revenue and shelf share. We will continue to work with all of our customers to provide ground breaking retail solutions that meet individual business needs and improve sales.

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