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TC website gets personal
Thomas Cook UK & Ireland claims to have made its website more personalised for customers.
The site, now powered by ATG (Art Technology Group), is also now fully transactional.
ATG said Thomas Cook can now recognise new and repeat customers, providing personalised product offerings and more effective cross- and up-sell opportunities through customer insight and behavioural tracking.
In addition, the website improvements means the operator can reduce the amount of bookings made online without offline intervention.
Russell Gould, Thomas Cook director of e-commerce, said: “Today more people are choosing to shop online, and travel is becoming one of the most popular areas to make a web purchase.
“We’re seeing increased competition in the market, and have chosen to work with ATG to remain at the forefront of innovation, and to offer our customers the best online experience.”
Frank Lord, ATG’s regional vice president EMEA, added: “The travel sector is in a prime position to benefit from all the advantages of effective e-commerce technologies, such as site search, personalised journey planning, and effective cross and up-sell opportunities.”
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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