'Out the box' or outrageous?

OWNER of Imagine
Holidays and Imagine
Cruising is taking his
retail agency to the next level,
setting up shop in popular
Stuttafords retail stores. But
travel agents have expressed
their doubts on whether the
concept will work in South
Africa.
Imagine ceo, Robin Deller,
told TNW he is hoping to
attract the attention of affluent
South African shoppers.
“By aligning its brand with
Stuttafords, Imagine benefits
from a captive audience of
loyal shoppers who are the
right target market for its
cruising and holiday packages,
while Stuttafords offers its
existing and prospective
customers an additional,
convenient, and classy travel
consultation service in-store.”
But agents are doubtful.
One ITC voiced her concern
on TNW’s online sister
publication, eTNW, saying:
“The in-store desk was
tried in South Africa and
did not attract the business
anticipated. The cost of
installing, maintaining and
staffing a unit far outweighs
the turnover. Clients know
when a consultant does not
have the knowledge and
expertise. These desks will
be competing with existing
agencies in the malls where
these stores are to be found.”
Another agent questioned
whether Imagine would be
available after hours to
assist travellers in case of an
emergency.
Robin says, however, that
Imagine operates as any other
retail travel agency, with the
same expertise, service fees
and supplier commissions.
He says the concession store
within Stuttafords is just
another distribution channel
to reach the target market.
“The fact that these retail
stores are located in an area
where people are already
in a shopping mindset, in a
store with a respected brand,
lends further convenience
and credibility to the shopping
experience.”
In the UK, the concept of
opening up a travel agency
within a retail fashion store
has proven to be a successful
business model. Virgin
Holidays opened its first
‘concession stores’ in two
Sainsbury’s supermarkets
in 2011 and found the
concept very lucrative. Virgin
Holidays customer director,
Mark Anderson, says:
“Our concession stores
give shoppers the chance
to buy their dream holiday
in an environment they’re
comfortable in as well as
giving them ample opportunity
to discuss options, ask
questions and consider their
choices before purchasing.”