Co-Op unveils multi-channel retail offering

Co-op Travel has unveiled a concept store aimed at bridging the gap between traditional high-street bookers and online customers.


Part of the concept is to turn the commission structure on its head and reward consultants according to how the service is rated by customers.


Head of Co-op Travel Tony Evans said: “Teams are normally incentivised on profit and sales but this is about customer satisfaction. If you’re serious about customer service then you have to have a metric for it. It’s about getting the customer back next year and increasing the likelihood that they will recommend you to friends and family.”


So far the concept has been rolled out in two shops, Thame and Evesham, and the aim is to provide a seamless experience between bricks and online.


Shop staff receive a cut of online bookings made within a radius of postcodes in their area thus rewarding them for customers who use the shops for research and then go online.


Consultants have access to 2,500 videos through an agreement with Trailstream and podcasts are to be added in the coming weeks.


They will also have access to Live Person enabling them to see who is online, the search terms they used to get there and any pages they have viewed. Consultants will then be able to open up a live chat service to help consumers through the booking.


A cruise platform is also under development with Amadeus Cruise and Click with Technology.


The concept store also offers a  coffee shop area and a Travel Library has been built up with Rough Guides and other destination information for customers to use for research.


The concept will be reviewed over the coming months with plans to extend it to other shops depending on its success.


Co-op Travel is part of the Midcounties Co-operative.

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