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Virtual reality Tesco store to open its doors in Berlin

A virtual reality Tesco supermarket is to open its binary gates to retail executives at the TCC International Marketing Forum, Berlin.

Created by VR creative agency Figure Digital the demonstration has been set up to illustrate the marketing initiatives and consumer research opportunities that such technology throws up for European retailers.

Tesco’s Pele experience was first created for the TCC Global’s retail innovation centre at the tail-end of last year, utilising the latest hardware and software including Oculus Rift headsets.

Malcolm Fogarty, global digital director, TCC Global "It is a facility where we can get retailers in and inspire them about different and new ways of customer loyalty campaigns.”

Figure Digital founder and managing director, Ben Paterson added: “We plan to create virtual experiences for brands that advertisers could only have dreamed about only a few years ago.

“We can now create 360-degree cinematic experiences and gamified interactive solutions that allow consumers to totally immerse themselves into a brand’s message.”

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