THOMAS Cook’s new managing director sales Steve Finlan
has pledged to increase customer loyalty on the high street after claiming the brand
is failing to leverage its full potential.
Finlan, who started in May and previously
worked at clothes retailers Gap and Marks & Spencer, is reviewing all
Thomas Cook’s distribution – shops, web, TV, text, direct – to assess their
viability.
Claiming sales are up 18% in the first fortnight of
Thomas Cook’s 1970s retail campaign, Finlan said more could be done to improve
loyalty to the Thomas Cook brand.
“At the moment we’re not being paid for having the
best brand out there,” he said.
“It’s a question of how you unlock what is a
phenomenal brand. We’re not telling people about the services we want to be
famous for.”
He argued agents were not highlighting services that
distinguish them from rivals.
“The travel high street is too vanilla from a customer
perspective. We have the best service but we have to find a better way of
showing what this brand stands for.”
Finlan said multiples were often guilty of copying
each other’s tactics rather than considering customers’ needs.
He added: “While we huddle together we can be guilty
of not keeping an eye on what customers want.”
Although distribution is under review, no decisions
have been made, said Finlan.
“I have to get my head around whether we’re right to
pursue a multi-channel proposition and which is the most viable option.
“I will not hurry into a decision. I’ve no particular
plans to close or open channels.”
Most sales still come through shops but the TV station
and website are the fastest-growing sales channels.
Finlan also hopes to make
Thomas Cook agencies work together more consistently and improve the shop
environment.