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Thomson appoints 20.20 to create “next-generation” in-store experience

Thomson is fusing its digital and in-store customer experiences as part of its strategy to create the “next generation” of stores that cater for multichannel shoppers.

The travel brand, owned by TUI UK & Ireland, has appointed agency 20.20 to help overhaul its shopping customer experience, embedding digital technologies into physical stores to increase in-store engagement.

The new design will see all next-generation store fronts fitted with a giant, immersive video wall showcasing new video content and images of holidays. Interactive maps and tables will be positioned around the entrances, for customers to research holidays and Thomson products.

New stores will feature free wi-fi and an “advice bar”, from which customers can access self-service laptops to browse Thomson and First Choice holiday offers and speak to staff.

High-definition screens and booth projections will feature around the store showing images and videos of holiday destinations. Customers that want to have a more personalised experience of their chosen holiday can visit booths in which their holiday will be projected onto the wall.

Meanwhile all customers will be served barista-style coffee.

TUI UK & Ireland director of retail and financial services Kathryn Ward said: “Our next generation store recognises the importance of people when it comes to choosing and booking a holiday, while integrating technology into the whole experience to really bring it to life. Customers will be able to immerse themselves in stunning, rich and evocative content as they research and browse our unique holidays in-store.”

Jon Lee, creative director of 20.20 said it is vital every visit a memorable experience. "Every journey is personalised leisure time where the customer is in control. The role of the retailer and ours, as omnichannel designers, is to ensure that the experience is relevant, enjoyable and uniquely irresistible," he added.

Thomson is yet to confirm the locations of the first shops, but a further ten are to be refitted with the new design in time for Christmas. The plan is to roll out to 100 shops in the next few years.

Previously TUI UK & Ireland marketing director Jeremy Ellis told The Drum mthat brands must start aligning their high street presence with what they can do online if they are to thrive.

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