Thomas Cook

10 examples of great travel marketing campaigns

Great marketing creative is always popular on the Econsultancy blog. Thus far, I’ve enjoyed rounding up some campaigns from big brands (e.g. Ikea and Lowe’s). Now, I want to pick some pearls from across a sector. This week, I’ve chosen travel – enjoy! 1. The Airbnb Guidebooks Let’s start with something new. Airbnb launched guidebooks […]

What’s next for customer experience in retail stores?

No wonder customer experience is such a hot topic – we all shop and we all know when we don’t like a store.

But customer experience in retail can be a catwalk for the emperor’s new clothes.

Remember how many people talked about the ability to use social media on an interactive terminal in store? To perhaps ‘Like’ a product or upload some ropey augmented reality selfie to Twitter?

Six brand case studies that proved the value of customer experience

Delivering a brilliant customer experience is all about balancing genuine emotions with the right tools.

It’s not enough to use technology to deliver a personalised experience on a website, brand’s have to create and measure its emotional impact across every channel to help build relationships and stand out from the competition.

Agile creative to improve email marketing conversion rates

Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.

This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.

A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.

I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.

We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.

In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.

17 useful examples of EU Cookie Law compliance

The EU e-Privacy Directive was introduced last year as a way of forcing websites to be more open about the type of cookies they used to track visitors.

Initially there was quite a lot of apprehension as site owners were concerned that they’d be forced to add intrusive pop-ups and force visitors to opt-in before they could begin using the site.

Thankfully the Information Commissioners Office (ICIO) took a lenient approach to enforcement and allowed sites to use an ‘implied consent’ measure, which means that they can get away with simply making their cookie policy more prominent rather than explicitly asking for users to accept cookies.

Even brands that do explicitly inform users that the site uses cookies generally don’t give an option to opt-out, but instead direct people to change the settings in their browser.

Digital transformation: creating value for customers in the travel sector

I’m continuing my journey, exploring what digital transformation means in the real world. I’ve been speaking to David Jarvis from TUI Travel plc (the world’s largest leisure travel company). 

David works for Specialist Holidays Group (SHG) within TUI and is currently VP of Customer Engagement for Marine brands Sunsail and The Moorings. His experience with online goes back to the mid-90s with a focus on user experience, and he’s now helping to drive transformation at TUI.

When I spoke to David he highlighted a few key themes he has been experiencing when driving change within his part of the business.

User tests: How well does Thomas Cook work on iPad?

Tablets are a big deal for online retailers, with stats showing high AOVs and conversion rates, so it makes sense for websites to provide an excellent experience for users of these devices.

Thanks to some user testing videos from whatusersdo.com, I’ve been looking into the user experience offered by Thomas Cook for tablet users. 

The user tests uncovered some serious problems with Thomas Cook on tablets, issues likely to cause customers to abandon the site. 

Here’s a summary of the issues…