The National Trust recognises the benefit of ensuring visitors are properly refreshed and entertained. Increasing customer dwell time in this way increases visitor spend which in turn contributes to the maintenance and improvement of their properties; a virtuous cycle. As such, I-AM were asked to modernise and strengthen The National Trust brand by developing their retail and catering formats.
I-AM created, developed and implemented three different formats: ‘Elegant Living’, ‘Home, Gift and Garden’ and ‘Outdoor’ for retail and ‘Simple Food’, ‘Kitchen Cafe’, and ‘Restaurant’ formats for catering. Implementation around the country across a selection of sites has yielded excellent results with visitor spend increases throughout.
I-AM have subsequently been commissioned to develop a farm shop concept to enable The National Trust to bring fresh produce grown and sourced by the Trust itself to market.