FORM and Trax Merge, Creating a New Global Force in Retail Execution and Shelf Intelligence

FORM and Trax Merge to Create an Industry Leader in Retail Execution, Insight, and Performance

FORM and Trax have announced a merger that brings together two established leaders in retail execution technology.

FORM, known for its market execution software GoSpotCheck and FORM OpX, and Trax, a global pioneer in image recognition and AI-powered shelf-level insights, are joining forces to form a single organization focused on modern retail execution.

The combined company is designed to help consumer goods brands and retailers improve execution, availability, and growth in the physical store by connecting shelf intelligence directly to frontline action.

Ali Moosani, CEO of FORM, said the merger will allow customers to benefit from greater speed, innovation, and impact through timely, accurate, and actionable insights delivered at global scale.

A Broader Platform for End-to-End Retail Execution

A central element of the merger is the integration of Trax’s image recognition solution into the FORM product portfolio, alongside GoSpotCheck and FORM OpX.

Together, these capabilities create a more complete retail execution offering that combines:

• Mobile task management and intelligent workflows
• AI-powered shelf visibility through image recognition
• Photo reporting and field-level documentation
• Advanced analytics to support faster decisions

The goal is to give retail and CPG teams a unified way to spot issues in-store, prioritize action, and measure improvement across every location.

Expanded Global Reach and Deeper Customer Support

With operations spanning North America, Europe, Asia-Pacific, and Latin America, the combined organization brings broader geographic coverage and stronger regional expertise.

Customers are expected to benefit from localized support, global consistency, and the ability to scale execution programs across diverse retail environments.

Accelerating Innovation in a Changing Retail Landscape

As retail and consumer goods industries continue to evolve, FORM expects the combined organization to have the scale, talent, and data needed to anticipate emerging challenges and deliver new technology more quickly.

The merger is also intended to increase investment in innovation, helping customers respond to rising complexity in store conditions, shopper expectations, and execution requirements.

Turning Shelf Intelligence Into Real Growth

David Gottlieb, Chief Revenue Officer, emphasized the importance of connecting insight to follow-through:

“Dashboards don’t sell products. Decisions and follow-through do. By uniting real-time shelf vision with mobile task execution and global coverage, we are giving retail and CPG teams a single command center to spot issues, act immediately, and measure results at scale.”

Serving the World’s Most Innovative Brands

FORM and Trax each bring long-standing customer relationships across some of the largest and most forward-looking companies in CPG and retail, including Unilever, Southern Glazers Wine & Spirits, Sanofi, AB InBev, and Suntory Global Spirits.

Customers can expect continued reliability, accuracy, and innovation throughout the transition.

Backed by Gemspring Capital

The merger is backed by Gemspring Capital, a middle market private equity firm with deep expertise in specialty software and data-enabled services. Gemspring will support accelerated product innovation and global expansion for the combined organization.

About FORM

Founded in 2001, FORM began as a pioneer in digital data capture and task automation, empowering frontline operations teams to move quickly in the field.

Over time, FORM expanded its offerings through acquisitions including GoSpotCheck, ShelfWise, and BossaNova, building a strong portfolio focused on retail execution and shelf intelligence.

Today, FORM supports mobile teams worldwide with technology that improves execution from the frontline, combining task management and AI-powered shelf visibility to drive faster actions and better decisions.

About Trax

Founded in 2010, Trax pioneered retail computer vision by bringing image recognition and AI-driven analytics into the physical store.

Trax equips customers with granular visibility into changing store conditions, enabling timely, data-driven decisions that improve planning, execution, and performance.

Trax is a global leader in retail image recognition, delivering shelf-level insights to brands across more than 80 countries.

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