Barrhead Travel’s Jacqueline Dobson urges bosses to take a spell on the frontline to gauge customer trends
Last Saturday, I enjoyed our third annual Back to the Floor Day and spent time across several of our Scottish locations.
I’m no stranger to a branch, with the beginnings of my career firmly rooted in retail. I’m also a firm believer in staying connected to the sales floor as it’s so important to understand the modern retail environment and what our customers are asking for.
Reflecting on what’s working well, how the market feels and taking on board feedback are all crucial parts of returning Back to the Floor. It’s a fun day, and the momentum behind it really does seem to drive up sales performance.
But, for me, the most important part is listening and learning. How can we improve what we do and what are our people telling us?
Here’s what the team and I have reflected on this year.
‘Holidays are non‑negotiable’
While this isn’t a new learning, being out and about in stores and actually hearing customers tell us this in-person is a real indicator of how the year will pan out. Research and reports have been presenting similar findings, so it’s reassuring to hear real-life customer feedback that echoes this sentiment.
Mostly, it seems, family holidays are at the centre of this as people pledge to spend quality time with loved ones. But solo holidays are also on the rise and the feedback is that there’s a confidence in people to do the things they’ve always dreamt of – whether on their own or with family or friends.
Being out and about in stores and actually hearing customers is a real indicator of how the year will pan out
In-store, customers are preferring to seek out value for money as opposed to rock-bottom prices. When they come into a branch, they’re already pretty price-aware, thanks to their own research.
What they’re most concerned about is making sure their budget is working as hard as possible – they’re receptive to considering upgrades, longer durations or add-ons if it offers good value.
‘Customers will listen to agents’
It’s interesting to watch our expert agents in action, and I’m so impressed with the support and advice they give customers. The role of an agent really has evolved over the past decade or so.
It’s not just about booking a trip – it’s also about being able to understand customers’ exact needs, matching them with product, comparing competitive options, curating tailor-made experiences and providing clients with in-depth destination advice.
I noticed that some customers were coming in with one idea, but after hearing what our agents had to say, they were leaving with a holiday they’d never even considered, or perhaps imagined was beyond their budget.
What is clear is that customers are placing their trust in our experts. They know we have their best interests at heart and they’re open to hearing ideas and inspiration. Our Back to the Floor colleagues who were in stores have fed back that they often heard customers asking, ‘What do you think?’ and are appreciative of honest advice and personal recommendations.
‘The power of referrals’
One constant running through all our stores when it comes to generating new enquiries or introducing new customers is word of mouth and referrals.
As much as our brand reach and innovative marketing are essential tools when it comes to increasing our presence, we mustn’t forget the power of great customer service and how that translates into new bookings.
Travel really is about people – particularly at the booking stage – and this is clear across our network when you see high repeat and referral business.
All in all, heading back to the store has filled me with more optimism than ever for the year ahead. Given we held our Back to the Floor Day in February for the first time, it’s also reminded me that peaks is now not just limited to January.