HARVEY World Travel will use its branches in Morrisons’ supermarkets to grow its client database after a successful trial gathered information on 20,000 customers in just a month.
With the latest in-store branch having opened in Morrisons in Thamesmead this week, HWT managing director John Donnelly said a promotion for a London theatre weekend break trialled in Bolton will be rolled out to all seven stores.
Each Morrisons store averages a footfall of 40,000 people per week and in Bolton check-out staff were given incentives to fill out leaflets for customers to enter the competition for the weekend break.
All customers were also offered a ‘gift card’ with £10 credit, qualifying them for money off their grocery bills.
“In just four weeks we collected 20,000 names and we now own that store’s database. It’s very important to own your client, to get to know your client,” Donnolly said.
Meanwhile, HWT is considering installing self-sevice pods in shops where customers can apply for loans. They are likely to be trialled in six shops next summer.
The chain offers financial services through Promise Finance. This covers credit for customers to buy holidays, but also debt repayment plans and mortgages. Loans are available on holidays costing more than £3,000, with repayment rates around 7% – much less than credit card rates.
Donnelly said agents will not be expected to become financial experts, but would just pass on leads to Promise Finance.
“It’s not about pushing our customers into debt, but helping them to finance that dream they have of a one-off, no-expense-spared trip to Australia,” he said
“We are not suggesting our agents push financial services, but listen to customers and, if the opportunity arises, mention we offer those options.”
Meanwhile, HWT is developing a training programme for agents called the Harvey World Travel Academy, along with an awards scheme for top performers.