Which brand is missing a trick?

 

Brand loyalty in the tourism sector is poor. Thomas Cook is one of many brands that isn’t capitalising on this. They could do so by developing a more robust CRM model. Currently the brand underutilises social and other digital platforms. I believe offering more personalised communications through an IMC strategy, would benefit the brand. People book holidays on reviews, price, availability and ease. Factor these into a model and a long term relationship can start to be built between brand and consumer by applying Gamification traits. Instead of using social as a sales mechanism, Thomas Cook needs to realise the demand for a more ‘involved service’. Aspects could be: Reward customer holiday reviews on shared media (social); offer a utility list customers can use when purchasing holiday stuff (mobile); App containing current exchange rates, countdown to flight departure and texts to remind them to have their passport. Also, direct mail could be used to purchase more activities. 

 

What brand do you think is missing a trick? Do you agree? Let me know on Twitter via @nickwilliamgale