A new company is looking to boost the use of technology in the planning and execution of travel retail.
Former Nestlé Global Head of Sales Alan Brennan has partnered with British firm dcactiv to create dcGTR, which aims to boost the use of virtual reality, augmented reality and mobile apps across all aspects of the travel retail market.
Alan Brennan
The new entity is built on six core pillars – planning, design, research, selling, execution and learning – and hopes to work with stakeholders from planning stores and activations, to enhancing both digital and in-store selling.
Brennan explained: “We bring to market, a powerful and differentiated combination of cutting edge technology merged with insight that offers industry stakeholders a unique opportunity to capture better and more effective shopper intelligence as to what drives greater purchase on the shopper journey.”
From a planning point of view, dcGTR’s use of virtual and augmented reality allows retailers and brands to create and test virtual shops, activations and POS systems with shopper groups before creating the physical structure.
The 3D integrated digital Apps can be used to enhance retail and operational teams’ mobile learning and knowledge development in such areas as in-store execution, store compliance, shopper engagement, retail skill and brand knowledge development
dcactiv is a trading name of Bath-based Design Central. The company has worked internationally with brands including Unilever, LEGO and Coca Cola.
The new dcGTR team plan to attend the upcoming TFWA Asia Pacific show in Singapore to discuss their systems with members of the wider industry.