Digital Transformation Support for Great British Car Journey

This case study outlines how the Digital Upscaler project assisted Great British Car Journey in enhancing its digital capabilities. The project, delivered by East Midlands Chamber, provided one-to-one digital technology advice to Eddie Hoare, the chair of the attraction. The primary objective was to develop an e-commerce channel to digitize visual assets from historical issues of Autocar magazine, enabling online sales of merchandise such as canvas prints and t-shirts. Through five coaching sessions with digital business adviser Tom Conway, Eddie gained insights into creating a digital merchandising platform, improving visitor engagement, and establishing a new revenue stream. The case study details the strategic roadmap created for the organization, which led to the launch of a bespoke online store in November 2022. The support received not only boosted Eddie's digital confidence but also provided valuable commercial insights, enabling him to better understand and manage the digital storefront's performance.