Boosting business through our shop
This year saw us offer more products and develop new tools and approaches for our online shop, to grow visits and encourage tourists to explore more of Britain. We harnessed the power of digital media to connect visitors with products and services across the UK and to increase awareness of the incredible variety of tourism available nationwide.
We continue to work with Transport for London in partnership to build awareness of tube, bus and Santander Cycle Hire promoting across the shop network which led to an increase in sales of +19% versus last year.
During 2016/17, we merged Visa Facilitation Services (VFS) shops with our VisitBritain Shop platform to make it easier for visitors to access more products across the VFS network.
Nine newly created, monthly newsletters cover all aspects of the visitor journey, from pre- and post-travel to special offers and industry updates. These newsletters are targeted to customers who have purchased within 4 weeks of travel.
- A new ‘Hub City’ approach offered comprehensive itineraries to build awareness of destinations across the length and breadth of Britain. More than 14 products are now live in Wales, 36 in Scotland, 68 in England and five in Northern Ireland
- Over 70 new products were loaded on the VisitBritain Shop platform, taking the total number of bookable products to more than 350, including 123 regional itineraries
- VisitBritain’s online shop revenue reached £28.4m with a net profit of £2.23m – up 25% on 2015/16 – income that can be reinvested in marketing Britain overseas
- New seasonal campaigns for bookable products focussing on key events such as Easter, summer, Halloween, Christmas and Valentine’s Day have led to an average of 12% increase in sales in the period versus prior year.