GOING Places has redesigned its brochure racks to make them more customer friendly.
The multiple has split its brochures into four colour-coded sections – summer sun, winter sun and ski, long-haul and cruise and short breaks and UK holidays to help make it easier to select products.
Brochures relating to a specific destination are now racked in blocks rather than in vertical lines.
Marketing and business development director Francesca Ecsery-Merrens said change was needed to avoid being left behind by other sectors.
“We hired a team of visual merchandisers after realising other retailers were changing and that we should follow suit,” she said. Ecsery-Merrens denied the move was sparked by the colour-coded racking policy of Travel Choice, the in-house retailer for First Choice. Industry observers say the new shops with booths replacing desks and a coffee bar are making its rivals look dated.
Meanwhile, customers at Tesco can now flip through a file copy of Airtours 2000 summer sun brochure at 330 of the supermarket branches.
Ecsery-Merrens said it was a chance to widen the customer base.