Ben Taylor, retail experience director at TRO, told Event that the new division was created as a result of two key factors. "The launch has been in response to the marketplace," he said. "There has been a significant shift in how people are buying with the advent of online shopping, which means there is less brand loyalty. This makes it more important for retail to be used to bring brands to life.
"There has also been a high demand for these services from existing clients," he adds.
The stand itself is designed to showcase TRO’s design, production and creative technology offering. "It displays how we can take any object and make it interactive," says Taylor.
"There are interactive lollypops that light up as people approach, a vending machine that works on emotion recognition and dispenses gobstoppers, and a seaside telescope with footage that we filmed in a real life sweet shop called Spun Candy."
He added that measurement is also a key part of the offering. "The stand also features an area that really focuses on analytics, so we can start to look at demographics such as age and gender. It offers a massive opportunity to measure ROI."
Taylor is heading up the new division, which he explains will leverage talent across the agency. "It is spread throughout the business, and has been set up so that we can tap into the existing skill set within TRO.
"It will deliver everything from in-store events to semi-permanent installations on a client by client basis," he adds.
TRO announced its plans to launch the new division earlier this month.
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