Thomson Travel Group (TTG) UK Distribution is integrating the online and high-street booking system of its Lunn Poly travel agent as part of a 100m e-commerce drive.
Under the new system, customers will be able to find holiday information online and can either book instantly or make further enquiries at a Lunn Poly outlet.
If a customer logs an enquiry online, the information will be instantly available to in-store travel assistants. The information can be logged by the travel company to keep a profile of potential holidaymakers.
Lunn Poly is also considering whether to introduce a separate price structure for online bookings.
About 800 stores will be fitted with the updated computerised holiday directory and booking systems aimed at building closer relationships with Lunn Poly customers.
Paul Kendrick, who has spent six years at TTG and was recently appointed director of new media, will oversee the roll out of the new service.
Kendrick is also developing new booking services through the agent’s website Lunnpoly.com, which will relaunch early next year, and digital TV channels.
Lunn Poly recently signed up as a content provider for Telewest’s digital interactive channel.
Lunn Poly is working with existing creative agency WCRS and media agency Media Planning on a multi-million pound, integrated campaign to back the roll out of the new system.
Kendrick says the “clicks and mortar” service will differentiate Lunnpoly.com from Internet companies such as Lastminute.com, which do not have a high-street presence.