Thomas Cook claims multi-channel strategy helps convert consumers
Travolution summit special report: Thomas Cook is forging ahead with its multi-channel strategy, claiming shops, online, television and call-centres attract more bookings across all channels.
E-commerce director Carol Dray said vertical integration meant the operator could track customers and their needs and that led to increased conversion rates.
Research carried out for thomascook.com on more than 4,700 people in January showed 87% would come back to the site and 34% had made a booking on that visit.
Dray said: “Forty three per cent were browsing and researching and that is one of the key things we need to recognise. Consumers have access to more data than ever before and will need to browse before they buy. We don’t have a problem with that.”
The study also revealed that 27% had made a booking within the group before and after looking at the website, 16% said they would visit a shop and 9% said they would phone a Thomas Cook Direct call-centre.
Dray said: “Online gives us the opportunity to be able to go out and compete in different markets for people who have never booked with Thomas Cook before. Companies like lastminute and Expedia took the market and made it their own and this is a challenge for us now.”
Report by Linda Fox
Linda Fox
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