Thomas Cook’s new flagship store: see what it’s going to look like
Thomas Cook will unveil a new flagship concept store in Leeds before Christmas, elements of which it may roll out to some other stores if they prove popular.
The travel giant said the store, in Leeds’ White Rose shopping centre, marked the first phase in its store evolution project and showcased what high street agents could look like in the future.
The new 130 square metre store enables customers to research and book their holidays directly with one of 25 travel consultants at a newly-installed "advice bar", or online using in-store tablets.
Ambient music and video content will be streamed throughout the store.
In a statement, Thomas Cook said: "The store concept is designed to create an environment that encourages greater customer interaction and allows them to dictate how they engage with the business and what level of service they require.
"The new concept will also deliver a level of service that’s different to the existing routine and journey, and one that inspires and excites customers about their holiday."
Customers will be able to check-in on Facebook to receive special offers and share personalised holiday-related content.
It said that research shows that 46% of customers still want to deal face-to-face with an expert at some stage before booking their holiday, but that it needed to provide an "omni-channel" for the future.
Thomas Cook retail director Joanna Wild said: "Our new store will be more Apple than travel and uses technology and techniques championed by iconic, high-tech brands to place our customers at the heart of the experience; allowing them to choose how they access information and dictate the level of assistance they receive from us.
"We know that shopping habits are changing, with more and more customers researching their holidays online and transactions becoming quicker, but we also know that a holiday is a massive purchase for customers who want to be inspired and enjoy that purchase process, and of course they still value that human touch and having expert advice on-hand if they need it.
"This is where our concept store will stand out and we will use it as a test bed to see what elements we might want to introduce to other stores in future."
The launch follows two earlier proof-of-concept store trials in Oldbury and Wimbledon which, it said, generated positive results and feedback from customers.
"Leeds White Rose concept store is the next step of this journey to create the ultimate store of the future."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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