The t-Retailing Concept

We understand that retailing travel products is different to marketing other products online – the challenges are unique and so are the opportunities. The companies that derive the greatest commercial benefit from selling Air, Hotel, Car, Vacation Packages and other Ancillary products are those that acknowledge and capitalize on this difference.

Travel companies have been inspired by the phenomenal success of the traditional online retailing ‘giants’.  In order to emulate their success travel companies can now adopt a specialist approach designed for our distinctive industry – t-Retailing is the blueprint for excellence.

Developed on the back of over a decade of travel retailing experience, t-Retailing outlines four principles of best practice. By focusing your travel retailing strategy and product development on these core principles, you will drive consumer demand, realise your own opportunities, and create the best online shopping experiences for your customers – in a way that benefits your business most.

Inspire

Inspiration closes the gap between consumer search and your product. Compelling content is at the heart of t-Retailing inspiration. This content can come from a multitude of sources – your own business, that of multiple suppliers and from your customers. An effective means of managing and curating this content is fundamental to travel retailing excellence.

The rewards

• More effective Search Acquisition
• More visitors, more recurring visitors
• Greater customer engagement
• Grow the market, raise awareness
• Seamless transition from research to shopping

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Personalise

t-Retailing acknowledges the importance of forging meaningful, value-added connections with your individual customers. It highlights that deeply understanding individual buyer behaviour and motivation is more effective than the broad generalisations of market segmentation.

The rewards

• Make better offers, drive conversion rates
• Increase customer loyalty
• Maximise share of customer’s wallet
• Create brand ambassadors

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Differentiate

In a market driven to commoditisation and tight margins, having the same products at the same price is not viable. In order to differentiate from the competition and to quickly respond to competitive threat, t-Retailing advocates that the Business should have direct control over the business model.

The rewards

• Gains in market share
• Increased revenue
• Maximise margin opportunity
• Maintain distance from competitors

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Convert

Convert sales at all customer touch points by employing intelligent retailing strategies. Best practice strategies include: in-path cross sell, post booking cross sell, up sell and switch sell, that along with dynamic packaging drive conversion levels.

The rewards

• Improved conversion and attach rates
• Increased average transaction size
• Become trusted shop for entire travel spend
• Channel shift – increase online and direct
• Increase revenue and engagement in the redemption program.

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