Launch of TRO Retail highlights agency’s focus in store

Experiential agency TRO has announced the launch of ‘TRO Retail’, what it calls “a 360 service focusing on creating experiences specifically in and around the retail environment”.

The agency says it has been targeting the retail sector for 18 months as a growth area. The move to create TRO Retail as a sub-division of the business, the agency says, reinforces its strategy to drive experience into retail across the globe.

Michael Wyrley-Birch, COO EMEA at the agency, says: “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 man charged with driving the project is TRO’s Retail Experience director Ben Taylor, who returns to TRO after four years supporting the start-up of two retail ventures.

Taylor adds: “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.”

TRO Retail launches with immediate effect is showcasing its full service offering at the Retail Design Expo, 9-10 March at Olympia London.

TRO employs 400 people in 15 offices in 11 countries and was awarded The Drum UK Event Awards Agency of the Year title in 2015.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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