"Investing in top talent upfront saves time and money in the long run."
Haim Heller, the COO and founder of TRACARTS, is a Brooklyn native and holds a BTL degree from MYRCB. His deep-rooted connection with the institution spans over 15 years, during which he has actively served as a dedicated board member.
With more than 30 years in the commercial print packaging industry, Haim has honed his skills in managing intricate commercial relationships, notably excelling in wholesale partnerships and on-demand logistics.
Notably, beyond his exceptional professional achievements, Haim has left a profound impact through his dedicated leadership in a Hurricane Sandy rescue fund.
Presently, he selflessly volunteers as the Senior Coordinator for AAK, a post-graduate fellowship fund that extends support to underprivileged adults.
Haim’s journey is emblematic of academic excellence, unwavering professional expertise, and a deeply ingrained commitment to philanthropy.
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Table of Contents
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Haim Heller: Hi, My name is Haim Heller, COO of Tracarts-https://www.tracarts.com/
Tracarts is an innovative concept that flips the physical shopping cart from a necessary expense to a profitable investment. The Tracarts patented system is designed to return control of the shopping carts to the retailer while delivering valuable shopper data.
The Tracarts system requires each shopper to identify themselves to receive a cart and then incentivizes the customer to return the cart to the TRAC kiosk after they are finished using it.
In the past year, what is the greatest business achievement you’d like to celebrate with your team? Please share the details of that success.
Haim Heller: There are many, but two that our team is especially proud of:
First, we successfully completed a three-month Pilot in August 2023. Our pilot provided us with proof of concept, achieving a 97% cart retention rate. The retailer gained significant insights via the data the TRAC system generated, which allowed them to optimize operations for increased profits.
Additionally, the retailer gained about 6,000 new loyalty signups during the pilot.
Shoppers consistently expressed an enhanced shopping experience during our pilot program. With an impressive tally of nearly 22,000 recorded transactions, no complaint was registered.
We have also secured a partnership with a globally recognized research and development company which marks a significant milestone for us.
Although we have solid proof of concept, we understand the critical importance of ensuring the durability of the TRAC system across various environmental challenges — ranging from extreme heat and cold to rain, snow, and salt, and enduring at least a million uses over a five-year period.
Locating a firm whose engineers possess the requisite knowledge, experience, and resources to design and thoroughly test for these conditions expertly is quite a challenge.
Thankfully, we partnered with a world-class firm whose talents are cutting edge, possessing experience and almost unparalleled professionalism.
What advice do you wish you had received when you started your business journey and what do you intend on improving in the next quarter?
Haim Heller: Talent isn’t inexpensive. Getting the proper talent up front will save you a lot of time and money in the short and long run.
Moving forward on the business end, we are only working with “best in class” talent and partners.
Online business keeps on surging higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for the year to come and how are you capitalizing on the tidal wave?
Haim Heller: That’s a great question. While the TRAC system operates within the realm of brick-and-mortar retail stores, our product is the first to bring physical shopping carts onto the data grid.
There is a noticeable uptrend in brick-and-mortar shopping, so despite the broader shift of interactions toward the virtual space, our market remains robust and enduring.
The TRAC system empowers retailers with the opportunity to create customized marketing and targeted incentives, enabling them to enhance checkout values and foster customer retention.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as THE real challenge right now?
Haim Heller: It’s all about grabbing someone’s attention these days. With the constant flood of social media options, it feels like the list of distractions never ends.
That’s why figuring out where to focus our resources is super important. What used to work like a charm to catch people’s eyes yesterday might not do the trick today.
Considering how much resources are dedicated to marketing, it’s crucial to have a solid plan and execute it well if we actually want to convert those views into sales.
Years 2020-2023 threw a lot of curve balls into businesses on a global scale. Based on the experience gleaned in the past years, how can businesses thrive in 2024? What lessons have you learned and what advice would you share?
Haim Heller: Absolutely, the past few years have been quite a rollercoaster for businesses globally. Looking ahead to 2024, thriving in this dynamic landscape is crucial.
One key takeaway is the incredible importance of customer service. A positive experience tends to outweigh even a lower price point. Businesses prioritizing customer satisfaction often retain clients, creating loyalty even when alternatives exist.
Always be open to learning from others’ mistakes. History and experience are great teachers. Be smart and attentive. Acting on something you learned from someone else’s mistake can spare you the time and money they lost.
What does “success” in 2024 mean to you? It could be on a personal or business level, please share your vision.
Haim Heller: Success means that our team as a whole is all on the same page in the same direction with the same goals.
In a complex environment with varying responsibilities, it takes effort to constantly collaborate cohesively.
When all are on the same page, then you have a blessed company, and goals are reached much sooner.
Jed Morley, VIP Contributor to ValiantCEO and the host of this interview would like to thank Haim Heller for taking the time to do this interview and share his knowledge and experience with our readers.
If you would like to get in touch with Haim Heller or his company, you can do it through his – Linkedin Page
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