Trax Retail

The World Cup kicks off today and I'm so ready for it. ⚽

I love everything about the World Cup! The passion, the surprises, and the way it brings the entire world together for a month. As much as I enjoy the games, I always find myself fascinated by what happens at retail during moments like these.

Brands launch a wave of limited-edition packaging - regional designs, team-specific SKUs, special editions. Brilliant marketing when the timing works.

Here's the challenge: when Coke launches 6 new World Cup designs in 3 weeks, most image recognition systems can't keep up. They need weeks of retraining before they can recognize the new packaging. Brands are left with incomplete shelf visibility during one of their biggest selling windows. It's a small technical gap that can create a very real business problem when execution matters most.

Historically, new packaging meant weeks of retraining and hundreds of in-store images before IR systems reached acceptable accuracy. At FORM, we've worked hard to eliminate that gap, enabling brands to have visibility from the moment the new design hits the shelf!

I'll be watching the matches this month - and yes, probably noticing which brands nailed their in store execution.

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