The two companies will now offer a tool – In-store Intelligence – to help trade marketing and sales managers better understand the sales impact of in-store execution, campaign compliance, product positioning and pricing and trade marketing budget planning.

The GfK-Trax alliance tool incorporates GfK’s proprietary point of sales and catalogue data, as well as Trax’s proprietary image-recognition technology, business intelligence platform and the company’s computer vision platform. 

Grégoire Lemaître, vice-president, sales effectiveness at GfK, said: “With our Trax alliance we’re taking an important step in GfK’s mission to become the trusted and indispensable data and analytics partner of the technology and durable goods industry.”

Joel Bar-El, chairman and co-founder of Trax, added: “It’s our mission to provide leading consumer brands with ‘eyes in the store,’ working alongside GfK as the trusted source of market and consumer information.”