Computer vision and analytics provider Trax has completed the acquisition of US shopping rewards platform Shopkick in order to digitise the physical retail channels.

As part of the deal, Trax will integrate its technologies and solutions with Shopkick’s platform to digitise and connect mobile and physical retail for global and regional retailers.

Shopkick operates a path-to-purchase platform enabling brands and retailers to engage with consumers before they shop.

The rewards platform allows customers to earn rewards for shopping activities such as browsing content and online offers, watching videos, walking into stores, engaging with products online and at shelf, and making purchases, both online and offline.

Brands and retailers can drive incremental traffic, product engagements, sales, customer acquisition and loyalty by engaging with customers through the platform.

Shopkick currently works with major brands and retailers including Coty, eBay, GE, Georgia-Pacific, Kellogg’s, LEGO, TJ Maxx and Unilever.

Shopkick CEO Adam Sand said: “Joining forces with Trax will accelerate and further expand our innovative consumer experiences.

“The combination of Trax’s unparalleled computer vision technology and Shopkick’s engaging omnichannel approach will offer our current and future customers the most powerful set of tools on the market.”

In addition, Trax will operate the Shopkick platform independently based in Redwood City, California, under its own brand.

Trax CEO and co-founder Joel Bar-El said: “Bringing together shelf and shopper data will deliver new and powerful insights to CPG brands and retailers.

“Shopkick’s unique direct access to customers, first-party database on consumer in-store actions, omnichannel insights and access to a broader ecosystem of retailers and brands made this a strategic fit for Trax.”

Earlier this month, Trax and Chinese retail artificial intelligence (AI) and Big Data service platform LenzTech partnered to offer Chinese consumer packaged goods companies (CPGs) with greater visibility into store conditions.