Travel agents to ditch shop window cards

WINDOW cards are being shown the door by the travel trade amid growing evidence they are bad for business, time-consuming and risk landing travel agents in trouble with Trading Standards.

Southwest miniple Bath Travel has cut the number of cards it displays following ‘pestering’ from Trading Standards, and First Choice is in the middle of a pilot that has so far found its travel agencies fare better without window cards.

Bath Travel joint director Stephen Bath said constant scrutiny of his windows by Trading Standards prompted the company to cut the number of cards in each shop from 64 to 16.

He said: “What tipped the scales was the sheer amount of pestering we get from Trading Standards officials. Perhaps cards have run their course.”

Trading Standards travel lead officer Bruce Treloar would like to see an end to the cards. “Our role is to ensure there are no misleading prices on the high street,” he said.

In January, First Choice’s Portishead branch traded without window cards and performed 1% ahead of the rest of the company. In February, 10% of its estate replaced cards with three promotional panels and business rose 5%; and in March the trial was extended to 50% of outlets, boosting business by 6%.

First Choice Retail managing director Cheryl Powell said 18 stores are trialling lecterns featuring offers. “Customers can see into the shop and make eye contact with staff. Agents are even going out on the street to talk to customers. Keeping cards updated is a massive job.”

If the trial is successful, First Choice will ditch cards in October.

However, rival Thomas Cook has no plans to get rid of window cards but has standardised them to present a more professional image.

Director of commercial relations Marc Bennett said: “Thomas Cook remains committed to window cards as customer feedback confirms they are important.”

After last year’s prosecution by Trading Standards, Going Places’ windows now advertise holidays without specific prices. Thomson has already halved the number of cards in its windows, and introduced posters and whispering windows.

Some independent travel agencies have never had window cards. Reading-based Goldcrest Travel managing director Ian Corbett said: “We’ve got better things to do with our time. I don’t have Trading Standards on my back and I can sleep at night.”