Your Co-op Travel is to convert more travel stores within its existing network to a new design format as part of a “test and learn” strategy.
Co-op Travel, the travel retail division of The Midcounties Co-operative, this week officially launches its relocated store in Lydney, Gloucestershire (pictured), with the more interactive and sustainable format.
Head of omnichannel development Ellis Cain-Jones said the group now hoped to convert more stores in its 71-strong network to the new design. Stores may also be relocated within the towns they operate as part of the change to the new format.
He hoped the new design in-store would attract younger clients and retain clients who have turned to agents post-Covid.
The group is currently assessing the best locations and will make data-driven decisions, depending on footfall hotspots.
“It’s understanding where the concept works and understanding our target audience. We will take a live data approach, we will identify footfall hotspots,” he said.
The move follow the announcement of the group’s new, relocated Lydney and Sutton Coldfield branches – the first two with the new interactive format – which include travel hubs, digital screens and interactive maps, to inspire customer engagement and interest in travel.
Touch screen tablets showing animals on magnetic maps aim to encourage children to interact with them and find out, for example, where endangered species can be found on the planet.
They group said its new stores form part of its aim to become sustainable by working more closely with the local community and other businesses, encouraging sustainable products and charities, for example on boards in store. This could include asking local farms to bring sustainable produce for customers to try out.
“Supporting other local businesses and charities is really important,” said Cain-Jones, adding that recycled or upcycled building materials had been used to build parts of its new travel money kiosks, including the flooring and walls, along with energy efficient lighting.
“We are introducing more sustainable elements and products in store. We are using upcycled materials. Most importantly it’s about creating a modern environment for staff and customers while having these sustainable measures in place,” he said.
It follows news revealed at Abta’s Travel Convention that the group is looking to expand its homeworker numbers by 30% and hinted at opening in “non-travel spaces”.