A BRANCH of Thomas Cook increased its profit by £400,000 after it launched a direct marketing crusade.
Retail managing director Andrew Windsor said the shop, in Meadowhall, Sheffield, went all out in contacting its most profitable customers, and within 12 months, profits soared from £100,000 to more than half a million pounds.
“You have to get into the attitudes and behaviour of people,” said Windsor.
“We looked at the profitability in pounds and pence of customers in the last three years and set about targeting them.”
He said at Meadowhall, just 16% of customers accounted for 82% of the business. “Loyalty is crucial but it is important to ensure you get the right customers to be loyal – those who are profitable,” he said.