Trax And Nielsen Form Alliance To Bring Unprecedented Shelf Insights To FMCG Industry

LOS ANGELES and NEW YORK, June 22 2017 /PRNewswire/ — Trax, the world leader in computer vision for retail, and Nielsen (NYSE: NLSN) announced today an alliance that will provide the fast-moving consumer goods (FMCG) industry with unprecedented shelf insights. This alliance, which will first service the U.S. market, is anticipated to grow to global markets in the future. Through this alliance, a new, joint-solution known as Shelf Intelligence Suite will be created. This suite includes a new syndicated offering from Trax and Nielsen that digitizes the shelf, allowing brands to have a more frequent and accurate measurement of how their products are represented in store and how this influences their sales.

The new Shelf Intelligence Suite is composed of two solutions:

  • Shelf Pulse, which provides FMCG companies with ongoing digitized measurement of in-store shelving conditions for their brands and competitors, shelf compliance vs plan and visual proof for store activation.
  • Shelf Blueprint which provide predictive analytics to help FMCG manufacturers set the best strategy for store merchandising (facings, adjacencies, shelf placement, flow, etc.)

At the core of the offering, a new category benchmark will also be introduced to the market called the Shelf Quality Index. This index enables brands to measure their own shelf performance relative to shelf share, observed promotions, observed shelf pricing and many other KPIs against a category. With this new retail currency, Trax and Nielsen are set to deliver market shaping change to the retail industry.

Trax’s breakthrough computer vision and analytics platform turns photographs of a retail shelf into insights that can be used to improve in-store execution strategies. This enables companies to easily control performance gaps, identify category opportunities and maximize their sales velocity.  Nielsen, a global leader in retail measurement and analytics services, holds the largest FMCG point of sale dataset in the industry. Nielsen’s purchase data offers comprehensive information on market shares, competitive sales volumes and insights into distribution, pricing, merchandising and promotion. Together, Nielsen’s Retail Measurement Services (RMS) and Trax’s computer vision platform will help FMCG companies better understand how shelf performance directly impacts product sales. 

“Combining the powerful data assets from both companies will be a game changer for the consumer goods industry,” says Dror Feldheim, Trax Chief Commercial Officer. “The alliance with Nielsen, will not only see sales uplifts for FMCG companies, but will help drive continuous improvement and category growth between brands and retailers. Users will have access to a granular level of shelf measurement and analysis that has never been possible before.”

“The powerful visualization of sales and detailed store conditions will enable faster activation that yields greater financial outcomes for manufacturer and retail clients,” says Doug Bennett, Nielsen EVP U.S. Buy. “This alliance is a natural fit – we are thrilled to bring our clients a holistic solution with greater analytical depth and measurement frequency for local action.”

The Shelf Intelligence Suite is available in the U.S. market and is expected to expand to other global markets in the near future. For additional information visit:

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy.  Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

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

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