Thomas Cook India to boost customer with multi-channel strategy

Thomas Cook India Limited (TCIL) is set to expand its customer base as it successfully targets both online and offline channels, and by capitalizing on its branch network, which is the company’s primary competency and a significant contributor to sales and profits, says GlobalData, a leading data and analytics company. GlobalData’s latest Report, ‘Case Study: Thomas Cook (India) Limited (TCIL)’, reveals how TCIL is marrying its online and offline channels to drive sales of trips and additional services.

Akshat Sharma, Travel and Tourism Analyst at GlobalData, comments: “GlobalData Q4 2021 Consumer Survey* reveals that 25% of Indian respondents reported booking holidays through the online channel, while 5% reported booking holidays in store. As TCIL is well established online, it is able to cater to this preference. With its 160+ store network, it is also well-placed to attract customers who prefer to book in person by visiting its physical stores.”

Sharma continues: “A key part of the company’s strategy is to use the online channel to supplement its offline operations. For example, many of its customers book travel packages online, and then the company invites them to visit its stores for additional value-added services such as forex, insurance, and visa application assistance.”

Customers are first engaged online by TCIL before they are transferred to the company’s physical stores for these additional services. Those looking for a store to book their vacation can also take advantage of TCIL’s range of services in one location. This multi-channel strategy is expected to increase both internet traffic and brick-and-mortar sales. Customers who have previously interacted with TCIL will continue to do so, avoiding visits to multiple agents for different services.

Sharma concludes: “While the company is enjoying some success, it does face challenges, including a lack of a marketing strategy to rival MakeMyTrip, which impacts its brand recognition. TCIL must tackle this challenge and act soon to make sure that it remains at the top of the Indian travel industry in the future.”

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