A multi-channel business utilizes various channels in a customer's shopping experience such as retail stores, websites, mobile apps, social media, telephone sales and print media. For a travel company like TUI, this means being present wherever customers search for travel information and providing a seamless experience across all touchpoints. Both customers and TUI face challenges in a multi-channel environment but opportunities exist for TUI to enhance the customer experience through personalized service, rapid response times and continuous innovation.

1. Multi Channel Business
Presentation
By
Joanne McFarlane
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2. What is a Multi Channel Business?
Retail stores
Online websites (desktop)
Mobile stores
Mobile apps
Telephone sales
Media (TV, Newsfeed)
Print (Media, Brochures)
Social Media
Blogs/ Newsletters
Reviews
Multi-channel retailing is the use of a variety of channels in a customer’s
shopping experience, including research,purchase and post sales.
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3. Multi Channel Business
• Multi Channel interaction includes browsing, buying, returning as well
as pre-sale and after-sale service.
• Potential buyers use many different channels to compare and
purchase products and services, and they expect retailers to provide
fast, consistent and seamless interactions in stores, online and via
mobile devices.
• Customers expect the same levels of service however they contact
you – by phone, in store, on the web or from mobile.
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4. Opportunities for Tui
Group CIO Mittu
Sridhara brings a vision of
what he’d like TUI to
provide for customers -
an “end-to-end, connected
and seamless” experience
that “takes the hassle out of
travel” by anticipating what
travellers want, and
fulfilling that requirement.
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5. Opportunities for Tui
• To be at the forefront of travel
transformation (as with ‘My Thomson’
App).
• To engage with customers throughout
the research, purchase, holiday and
post sales experience.
• The ability to respond to rapidly
evolving customer demands.
• Better data collection. Ability to have
all customer history in one place with
Tui Connect. In turn maximizing
revenue potential.
• Ability to have all contract and pricing
options available online.
With a portfolio of 240 brands, TUI Travel is Europe’s largest
and most successful leisure travel company with a track record of innovation.

6. Opportunities for Customers
Imagine, for example, a mother has
forgotten to buy a specialist suntan
lotion for her son for their
Thomson package holiday. Perhaps
TUI could offer to deliver that
lotion - that she’s added to her
holiday checklist in her
MyThomson mobile app - directly
to the seat on the Thomson
Airways flight she is booked onto.
And when she checks in for her
flight, TUI could automatically
check her into her Thomson
resort hotel to save her the
trouble of doing so when she
arrives at her destination.
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7. Opportunities for customers
• Research holiday opportunities on
any device at their leisure.
• More buying power and choices to
consider ; more sources / outlets /
offers / opinions.
• Can contact their travel agent and
receive immediate feedback and
advice.
• Take the hassle out of travel with
additional extras such as extra
luggage or money exchange, being
tailored in with them in mind.
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The Multichannel Consumer takes information from a variety of devices (phone, tablet, TV, laptop
computer) and sources (Twitter, Facebook, LinkedIn, Blogs, YouTube, news websites, etc). Because they
are regularly interacting in a variety of places, they expect you to be there as well.

8. Opportunities for the team
• Ability to engage with customers
over a variety of different channels
and respond rapidly.
• Opportunity to personalize
experiences to each customers (via
Connect) thereby maximizing
revenue and customer loyalty.
• Opportunity to access company
data in one online system.
• Increase knowledge base of Tui
and new technology.
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9. Challenges facing Tui
• Integrating multiple channels: retail, web, mobile, print,
phone – A seamless booking experience through all touch points,
channels and devices. A single view of the brand is essential to
engaging, building and maintaining customer loyalty.
• Potential buyers use many different channels to compare and purchase products and
services, and they expect retailers to provide fast, consistent and seamless interactions
in stores, online and via mobile devices. Tui needs to be in all the places where
customers are searching for information and help them find it.
• Capturing and growing online sales. Online competitors - a plethora of choice and price
discounts.
• Ensuring consistent brand awareness and message with all TUI employees.
• Aligning technology with sales : staying ahead of the pack through constant innovation
in both products and online development with superb customer interaction.
• Maintaining consistent/rapid response to clients reviews and comments through
channels including online reviews, blogs and social media interaction.

10. Challenges facing customers
• Choice online.
• Time poor.
• Potential travel hazards with
online bookings.
• Potential lack of customer
service.
• Loss of emotionally based
experience when booking
online.
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11. Challenges facing the team
• Skill gap; Learning new online systems and innovative technology.
• Responding rapidly and appropriately to customer needs across
multiple channels.
• Time management; understanding client priorities, booking
requirements and engagement expectations.
• Facing corporate changes; new KPI’s to match transforming industry,
new expectations from management, knowledge of online channels.
• Ensuring a seamless and joyous experience for the customer whether
‘on’ or ‘offline’.
• Wider understanding of TUI brand required to maximize revenue
opportunities. “Our people are our most important asset, so it’s about
keeping them upskilled in our products.” (Jill Carter, Tui Retail Director, April
2015 interview for Travel Weekly )
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12. In Summary
• The Multichannel Consumer takes information from a variety of devices
(phone, tablet, TV, laptop computer) and sources (Twitter, Facebook,
LinkedIn, Blogs, YouTube, news websites, etc).
• Tui needs to be in all the places where customers are searching for
information and help them find it, taking any stress from the experience.
• The customer has more buying power and online choice, but also more
confusion and a potential disconnect from an emotional buyer experience.
• To continue at the forefront of travel as a Multi Channel business, Tui
innovates in both product and technology, understands each customer base
and tailors offerings. Tui educates its employees in new technologies and
approaches to working in a Multi Channel environment.
• Seamless integration of these channels will enhance customer trust and
loyalty.
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