Retail Aware
The business, the turning points, and the decisions behind them.
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Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
Retail Aware was an Omaha, Nebraska-based retail analytics company founded by Keith Fix in 2016 (a spinoff of his digital-signage startup work). It built a real-time, sensor-informed analytics platform that gave brands and retailers shelf-level data on their products — impressions, dwell time, product engagement, audience demographics, plus operational factors like temperature and stock outages — all without cameras. It served raw data, customized dashboards and an API, grew 60% between Q2 and Q3 of 2020, and expanded internationally with millions of dollars in annual sales. It raised $6.7 million across 11 rounds through 2023. Note: no failure evidence was found; funding activity continued into 2023, so it may still be operating or inactive — no confirmed outcome.
02 / FAILURE REASONS
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03 / EVENT HISTORY
Events in the structured record
- Founded
Keith Fix founded Retail Aware in Omaha to measure in-store shopper behavior with sensors.
- Growth and funding
Retail Aware grew 60% quarter-over-quarter in 2020, closed a $1.1 million seed round and expanded internationally; by 2023 it had raised $6.7 million in total across 11 rounds.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
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Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
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