EPISODE · Oct 22, 2025 · 49 MIN
How to Build a High-Converting Online Gift Shop for Museums and Attractions - Stephen Spencer and Simon Jones
from Skip the Queue · host Paul Marden, Kelly Molson, Stephen Spencer, Simon Jones, Andy Povey
Paul Marden and Andy Povey head to the VAC 2025 Conference at the Queen Elizabeth II Centre in Westminster, London, to explore the evolving world of attraction retail and e-commerce.With special participation from Skip the Queue’s founding host, Kelly Molson, the conversation delves into practical steps for creating seamless, authentic and profitable online experiences.Joining him are industry experts Stephen Spencer, Director of Stephen Spencer + Associates, and Simon Jones, Managing Director of Navigate Agency, to discuss how attractions can create e-commerce gift shops that truly enhance the visitor experience.They discuss the Visitor Attraction Playbook and explore how storytelling, sustainability and smart integration can transform your retail offer from an afterthought into a powerful brand extension.This episode also marks the launch of our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth.Download your FREE copy here: https://pages.crowdconvert.co.uk/skip-the-queue-playbook Skip the Queue is brought to you by Rubber Cheese, a digital agency that builds remarkable systems and websites for attractions that helps them increase their visitor numbers. Your hosts are Paul Marden and Andy Povey.If you like what you hear, you can subscribe on iTunes, Spotify, and all the usual channels by searching Skip the Queue or visit our website SkiptheQueue.fm.If you've enjoyed this podcast, please leave us a five star review, it really helps others find us. And remember to follow us on LinkedIn. Show references: Stephen Spencer, Ambience Director of Stephen Spencer + Associateshttps://www.stephenspencerassociates.com/https://www.linkedin.com/in/customerexperiencespecialist/Simon Jones, Managing Director of Navigate Agencyhttps://www.navigate.agency/https://www.linkedin.com/in/simontjones/Kelly Molson, Skip the Queue’s founding host, Agency Advisor, Kelly Molson Consultinghttps://www.kellymolson.co.uk/ https://www.linkedin.com/in/kellymolson/ Download The Visitor Attractions Website Survey Report - https://www.merac.co.uk/download-the-visitor-attractions-survey We have launched our brand-new playbook: ‘The Retail Ready Guide to Going Beyond the Gift Shop’ — your go-to resource for building a successful e-commerce strategy that connects with your audience and drives sustainable growth. Download your FREE copy here
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What this episode covers
In this episode of Skip the Queue, recorded live at the VAC Conference 2025, industry experts Stephen Spencer from Stephen Spencer + Associates and Simon Jones from Navigate Agency join Paul Marden and Andy Povey to talk about the first Visitor Attraction Playbook, focused on building successful e-commerce gift shops, with special participation from Skip the Queue’s founding host, Kelly Molson. The conversation marks the launch of the Skip the Queue Playbook: The Retail Ready Guide to Going Beyond the Gift Shop — a practical resource designed to help attractions reimagine their retail strategies and create meaningful online experiences. They discuss how attractions can extend their visitor experience online using Stephen’s STARS model (Story, Team, Ambience, Recipients and Sustainability), while integrating systems, improving fulfilment and creating authentic, seamless shopping journeys. The episode highlights how e-commerce can become a natural extension of an attraction’s brand, offering new ways to engage audiences and generate revenue sustainably.
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How to Build a High-Converting Online Gift Shop for Museums and Attractions - Stephen Spencer and Simon Jones
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