Marketing firm TCC has created a virtual reality centre to help retailers develop loyalty schemes from the shopper’s perspective.

The multi-million pound Solution Creation Centre is equipped with virtual reality technology enabling retailers visualise in-store loyalty programmes. It is the first of its kind in Europe and will serve retailers in the UK and Europe.

TCC chief executive Michael Ioakimides said: “Our vision for the Solution Creation Centre is to create a facility that puts the latest virtual reality innovations at its core, enabling us to work with customers to bring ideas to life in an engaging way.

“With the recent global economic downturn, the rise of multi-channel shopping and ever increasing demands from shoppers, it has never been more important for retailers to reward their loyal customers.”

Retail technology firm Red Dot Square, which is owned by advertising agency WPP, supplied TCC with the virtual technology.

Founder and chief executive of WPP Sir Martin Sorrell officially launched the centre at TCC’s London offices.

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