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TRO plans business events crossover for new retail arm

Agency's new sub-division will focus on creating experiences specifically in and around the retail environment

Pictured: Ben Taylor

TRO says TRO Retail - a new arm focusing on creating experiences specifically in and around the retail environment - can be translated into business events.

For the past 18 months the retail sector has been identified as a growth area for TRO and the move to create TRO Retail as a sub-division of the business reinforces the agency’s strategy to drive experience into retail across the globe.

Michael Wyrley-Birch, chief operating officer EMEA, said: “The launch of TRO Retail is a very natural extension to our core business and provides us with an exciting opportunity to venture into an emerging experiential territory. 

“We know consumers are now heading into stores armed with online research. They know prices, specifications, and all available options. The experience that they have with a brand at the final moment, or during a crucial decision making period, can make all the difference in converting them to purchase. It boils down to trust. And what TRO Retail can create is a real, authentic brand experience when and where it matters the most.”

The new division is predominantly aimed at creating consumer experiences, but there will also be crossovers into the B2B world. Retail experience director Ben Taylor returns to TRO after four years supporting the start-up of two retail ventures to help drive TRO Retail forward.  

He said: “TRO has already seen great and measurable success creating experiences in retail from pop-up showrooms for BMW through to interactive shop windows for Telstra and in-store training devices for Nestle. 

“We can provide a full service offering in-house – from strategy, design, creative technology development, build and production right the way through to provision of brand ambassadors. But it is our proven expertise in telling a brand story through experience that we believe will add true value for our clients – crucially at the point where sales can be made and real ROI can be measured.”

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