Thomas Cook will develop a more personalised email marketing programme for its new ecommerce division which it has stated it wants to develop into a leading European OTA.
The travel giant has teamed up with e-Dialog to develop its email campaigns with the aim of driving up customer loyalty and improve their experience.
E-Dialog said it will improve customer data capture and relationship management for Thomas Cook and improve the integration of online and offline data.
Luke Griffiths, vice president of professional services at e-Dialog, said: “Thomas Cook is the UK’s most well-known and respected name in travel and holidays, and it is testament to its commitment to customer service that they are implementing e-mail marketing programs that will deliver the best possible experience to its customers.”
Simon Robinson, UK managing director, eCommerce at Thomas Cook Group, said: “The sophistication of e-Dialog’s solution provides the ideal components to drive our more personalised e-mail marketing campaigns. Working closely with them, we hope to identify fresh opportunities for engagement with our customers.”
Robinson was put in charge of Cook’s eCommerce division, that is based in new offices in central London, on June 1 having previously been director of sales.