WPP’s Kantar Group has acquired Red Dot Square Solutions, a provider of interactive virtual reality retail environments.
Red Dot Square’s key clients include Safeway, Walgreens, Tesco and Wal-Mart among its key clients, while it has also worked in collaboration with leading global marketers including General Mills, Kimberly-Clark, Kraft, MillerCoors, Sara Lee and Unilever.
Eric Salama, Kantar CEO, said: “In-store elements of the marketing mix are critical to clients. Red Dot Square is already renowned for its creative and innovative work in virtual reality.
“By combining their expertise with the broader shopper, retail and consumer research and consulting capabilities across Kantar and WPP we can deliver market leading solutions.”
Red Dot Square’s existing senior leadership team, led by CEO Keith Dickens and President Mark Edwards, will continue in their current roles.
The company is headquartered in Milton Keynes in the UK with the US office in Chicago, Illinois.
Mark Edwards, Red Dot Square founder & president, said: “We are very excited about the opportunity to co-develop a world-class shopper marketing capability within Kantar and WPP. Our technology has broad application across a range of customer needs and the alliance with WPP/Kantar adds scale, expertise, flexibility, speed and superior delivery to our offer.
“For example, there are times when virtual store tests are a more accurate representation of at-shelf product selection and other shopping behaviours than traditional methods of consumer research and a faster, more cost-efficient alternative to in-store field tests.”
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