LUNN Poly has launched its first shop specifically for families, with plans to roll out the concept to other branches throughout the UK.
The Lunn Poly Families brand continues the retailer’s policy of segmenting the market and comes just months after it launched Getaway, which specialises in late deals.
Managing director Nigel David claims the families store in Coventry is very different from any other Lunn Poly shop.
“This is us learning about the family market. If it succeeds there will be more,” he said.
“We have a play area for children. We also have staff that are friendly to families because the bulk of them are mothers. They’ve had a very specific training and they know the type of holidays that are suitable for families.”
The store also offers baby-changing facilities and refreshments. David denied Lunn Poly was copying Holiday Hypermarkets’ idea of providing recreational facilities and rest areas for families.
“This is far better than any of the hypermarkets I’ve seen,” he claimed.
David said the market does not serve families well.
“At Lunn Poly we’ve been as good as the market. But the market in terms of a retail experience for families is awful. It is a real chore buying a holiday.”
David said he was not concerned that the family shop may alienate customers without children.
“This is segmentation, giving people what they want,” he said. “If you try to cater for everyone with one shop you become a jack of all trades and a master of none. There are plenty of Lunn Poly shops for couples or single people.”
He declined to reveal how many shops the multiple was planning to open featuring the new concept.