Trax announces another acquisition as Survey.com deal wraps

Singapore-headquartered computer vision and analytics solutions venture Trax has acquired Survey.com, a provider of prescriptive sales activation and merchandising services for emerging/mid-market consumer packaged goods (CPG) brands.

Terms of the deal were not disclosed. Trax says that it will combine both companies’ technologies, product offerings and customer delivery to create “a first-of-its-kind closed-loop merchandising system for physical retail.”

Chief Commercial Officer and Co-founder Dror Feldheim says: “We will strengthen our leadership in prescribing best-in-class, data-driven in-store strategies to brands and retailers, and become a differentiated provider of on-demand sales activation and merchandising services to the entire spectrum of CPG brands.”

“In addition, this acquisition allows Trax to serve the unique needs of emerging/mid-market brands, a segment that is a significant source of growth in CPG today.”

Qopius

Last month, Trax acquired Paris-based startup Qopius, which provides AI-based in-store solutions to the likes of Carrefour, Casino, Metro and MediaMarktSaturn.

This built on three other recent acquisitions across as many continents: LenzTech in China (June 2019), Shopkick in the US (June 2019) and Planorama in Europe (July 2019).

“The key to retail success in the new decade is using technology to support employees. This means capturing critical shelf data in real-time to enable employees to fix merchandising and availability issues faster than ever before,” said Trax CEO and Co-founder Joel Bar-El. “Qopius’ proven expertise in digitising supermarket shelves across Europe and phenomenal talent make it a strategic fit for Trax.”

Trax was founded in 2010 and has raised $360 million to date, valuing it at $1.4 billion. The lead investor is Warburg Pincus, along with private equity firms such as BlackRock, Boyu Capital and GIC.