{"href":"https://api.simplecast.com/oembed?url=https%3A%2F%2Fwww.skipthequeue.fm%2Fepisodes%2Fvac-conference-2025-and-playbook-ZlyXXGPk","width":444,"version":"1.0","type":"rich","title":"How to Build a High-Converting Online Gift Shop for Museums and Attractions - Stephen Spencer and Simon Jones","thumbnail_width":300,"thumbnail_url":"https://image.simplecastcdn.com/images/668581e4-f4a1-444a-909d-46355da4abc8/be301292-401a-46dd-af83-25a3ce87d777/episode-20thumbnail-20vac-20playbook-20-2-20copy.jpg","thumbnail_height":300,"provider_url":"https://simplecast.com","provider_name":"Simplecast","html":"","height":200,"description":"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.\n\nThe 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.\n\nThey 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."}