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Shoppermotion

Trax alternative

Shoppermotion vs Trax: what happens in front of the shelf, and on it.

Trax is known for shelf image recognition: availability, share of shelf, pricing and compliance. Shoppermotion measures the shoppers in front of the shelf, from the entrance to the till, and matches each trip with its receipt.

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Trax pioneered retail computer vision. Its image recognition analyses shelf images to report on-shelf availability, share of shelf, pricing, planogram and promotional compliance, and Perfect Store execution, mainly for consumer goods brands, distributors and retailers. In February 2026 the Trax image recognition business was acquired by Gemspring Capital and merged with FORM, and the Trax Retail website now presents FORM as the new home of Trax IR.

Shoppermotion looks at the other side of the aisle. Bluetooth tags on trolleys and baskets are located by Angle of Arrival antennas with sub-metre precision, so we know when a trip slows down in front of a bay, which we call visual contact, whether it stops to engage, and whether the matched receipt contains the product. There are no cameras and no personal data involved.

The two answer complementary questions. Trax tells you whether the right product is on the shelf at the right price. Shoppermotion tells you how many shoppers reached that shelf, how they behaved and how many bought, which is what Product Analytics and in-store media measurement are built on.

Side by side

CriterionShoppermotionTrax
Primary questionHow shoppers move, engage and buy in the storeWhat is on the shelf: availability, share of shelf, pricing and compliance
Sensing technologyBluetooth tags on trolleys and baskets, located by ceiling Angle of Arrival antennasImage recognition on shelf images, including AR-powered capture during store visits
What is measuredFull path of every trip with a tagged trolley or basket, from entrance to tillSKU-level shelf conditions: stockouts, voids, facings, planogram and promotional compliance
Link to salesEach trip matched with its own receipt at the tillShelf data combined with clients' KPIs and other data sources
Shopper pathsTraffic, dwell, visual contact and engagement per bayNot publicly specified
Main usersRetailers, brands and Retail Media NetworksConsumer goods brands, distributors and retailers, including field teams
Field executionNot the focusNext Best Action guidance and task management through FORM
Company (2026)Shoppermotion (Proximus Analytics S.L.U.)Image recognition business merged with FORM, backed by Gemspring Capital

Last reviewed: 2026-09. Based on publicly available information reviewed in September 2026. Trax is a trademark of its respective owner. Check each vendor for current specifications.

Sources: Trax Retail: home page · Trax Retail: technology · FORM: FORM and Trax merge (February 2026) · Gemspring Capital: FORM and Trax IR combination (February 2026) · Trax Ltd.: divestiture of the image recognition business (February 2026)

Choose Shoppermotion if

  • You need to know how many shoppers reached a shelf or display, how long they stayed and how many bought.
  • You sell in-store media and need impressions, views and sales lift per placement.
  • You want continuous measurement of every tagged trip, without cameras in the store.

Consider the alternative if

  • Your priority is on-shelf availability, out-of-stocks and planogram or price compliance.
  • You are a consumer goods brand auditing execution across many retail accounts with field teams.
  • You want shelf share and competitor presence data to support negotiations with retailers.

FAQ

Questions, answered.

Do Shoppermotion and Trax measure the same thing?

No. Trax analyses images of the shelf to report what is on it. Shoppermotion measures shopper behaviour in front of the shelf and matches each trip with its receipt. Many questions, such as whether a display was both well executed and visited, need both views.

Is Trax still an independent company?

According to press releases from February 2026, Trax Ltd. sold its image recognition business outside China to an affiliate of Gemspring Capital, which merged it with FORM. Trax Ltd. kept its other businesses, such as Shopkick.

Does Shoppermotion detect out-of-stocks?

Shoppermotion does not use cameras, so it does not see the shelf. It reports behaviour such as visits, visual contact, engagement and conversion per bay, which can reveal missed opportunities at a given shelf.

Other comparisons

Shoppermotion vs cameras→Cameras analyse images of people in their field of view. Shoppermotion locates tagged trolleys and baskets and matches each anonymous trip with its receipt.Shoppermotion vs people counters→People counters measure entries and exits at the door. Shoppermotion records what happens between the entrance and the till, and links it to the receipt.Shoppermotion vs Wi-Fi and Bluetooth tracking→Phone tracking locates shoppers' own devices when their Wi-Fi or Bluetooth is on. Shoppermotion locates tags on trolleys and baskets, with no personal devices involved.

See your store the way your shoppers do.

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