Building sales and boosting visits
From improving user journeys to exceeding growth expectations, we’ve continued to develop our retail activity this year.
Evolving our offer to increase sales
Stocking over 250 products, VisitBritain’s global online retail operation is a one-stop shop where visitors can buy products before they travel to Britain. Through the site, customers can purchase (in seven languages) everything from airport transfers to tickets for trains, tours and attractions – all making travel, daytripping and holiday planning easier.
2015/16 saw continued growth for our shop. We worked closely with our key partner Transport for London (TfL) in the global promotion and distribution of the Visitor Oyster card and the wider network of TfL products to both our trade and consumer clients. In 2015/16 the total sales of the Visitor Oyster card through our channels reached over £21 million, representing a 45% increase on last year. For the fifth year running we’ve exceeded retail targets for revenue, delivering £22 million in revenue (up 19% on last year); contributing a net profit of £1.8 million, all of which has been used to boost our marketing of Britain to potential overseas visitors.
Moving to a new ecommerce platform last year enabled us to improve user journeys and enhance customer experience. We saw an increase in positive feedback and a 20% rise in conversion rates. By closely managing and monitoring our acquisition channels we also improved performance and efficiency, contributing to the shop surpassing its profit target by 10%.
Increase available products from 200 to 250
Introduce new regional products including Brighton Pavillion, Spinnaker Tower and Jacobite Cruises
Experience double digit growth for the fifth year running