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First Choice does away with brochures

Customers to pick out holidays online


A late offer sign in a shop window

One of Britain’s largest travel agents has launched the country’s first brochureless branches.

First Choice has installed the compact pods in two supermarkets in the north west of England. Although First Choice already has branches within supermarkets, the new pods are less than half the size.

And instead of leafing through brochures, customers will be shown potential destinations on the internet by First Choice staff, who can make colour print-outs if necessary.

The first units are at an ASDA store in Eastlands, Manchester, and a Sainsbury’s in Knotty Ash, Liverpool.

Portable nail bar was the inspiration

Managing Director of First Choice Retail, Cheryl Powell, described the inspiration behind the idea.

‘A while ago, I was walking through Telford and saw a portable nail bar, so I stopped at it. As they filed my nails, I thought ‘This is a great idea. Why can’t we create something similar to sell travel and foreign exchange?’

‘They can be easily moved and are economic to produce, so I’m pleased to see the concept come to fruition.’

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