Retail tech startup Trax adds customer-tracking through Shopkick acquisition

Singapore-based retail technology company Trax has acquired the SK Telecom’s Shopkick, an app that offers users rewards for shopping online and in-stores, for an undisclosed amount, according to a statement.

The move adds a customer-tracking service to Trax’s growing list of offerings, which includes computer vision technology and analytics tools.

Freight is a robot that uses Trax’s image recognition technology to analyze in-store product placement. / Photo credit: Trax

Based in California, Shopkick provides rewards and gift cards to customers who browse online deals, watch videos, go into offline stores, scan product barcodes, and make purchases. For brands, its programs give insights into customer behavior and loyalty.

“Bringing together shelf and shopper data will deliver new and powerful insights to consumer packaged goods brands and retailers,” said Trax CEO Joel Bar-El.

Just last month, it was reported that Trax was looking to raise US$100 million at a pre-money valuation of roughly  US$1.1 billion as well as to go public in 18 to 24 months. At the time, Bar-El said that Trax was aiming to get listed on the Nasdaq or the New York Stock Exchange and was also in discussions with the Singapore Exchange for a potential dual listing.