Shopkick’s programs help provide data and insights into customer behaviour and loyalty for clients from EBay Inc. and General Electric Co. to Lego and Unilever. “Bringing together shelf and shopper data will deliver new and powerful insights to consumer-packaged-goods brands and retailers,” Trax Chief Executive Officer Joel Bar-El said in a statement.
The transaction comes as Trax finalises a deal to raise US$100 million at a pre-money valuation of about US$1.1 billion. The round was aimed at financing acquisitions, including of LenzTech Co., a Beijing computer vision startup it recently purchased. Trax is also in advanced talks to buy a European competitor, Bar-El has said.
The Singapore startup plans an initial public offering in 18 to 24 months and it is in talks with Singapore Exchange for a potential dual listing after the local bourse approached the company, the CEO said in an interview last month.
Bar-El and partner Dror Feldheim co-founded Trax in Singapore in 2010. The firm works with retailers and brands in more than 50 countries and counts New York-based private equity firm Warburg Pincus, Chinese private equity firm Boyu Capital and Singapore’s sovereign wealth fund GIC among its shareholders.
