Retail Champion launches support scheme to help transform Lincolnshire's visitor economy businesses

Photograph of a woman in a shop. She is at the till with her debit card out, ready to pay for a couple of food packages.
Local shops are using COVID-19 support funding to become more resilient.

Visitor economy businesses across West Lindsey, Boston, and East Lindsey can super-charge their skills with The Retail Champion, Clare Bailey, who is launching a new support program this week.

This is a golden opportunity for those working in retail, hospitality, leisure, and visitor attractions to register their interest and be involved, tapping into Clare’s 10 Step Action Plan and advice thanks to funding by West Lindsey District Council, Boston Borough Council and East Lindsey District Council.

Charlotte Goy, Chief Executive at Destination Lincolnshire said:

“The role of retail within the wider visitor economy is critical. Shops and independent businesses are the heartbeat of Lincolnshire’s economy and together they make Lincolnshire distinctive as a place to live and visit through the experiences they offer, the products they sell – and most importantly the shopkeepers and business owners who add personality and passion to town centres, market squares, and villages.

“Because retail is so important to the visitor economy, we have reached out to Clare. But the breath of her knowledge means she can work with any business. Businesses on Clare’s program will receive their very own 1-2-1 action plans which will focus on their marketing campaigns (awareness building), business engagement (collaboration) and best practice (training).

“While it is businesses across West Lindsey, Boston and East Lindsey that will be able to benefit from 1-2-1 support with Clare, the messages and key action points she is instilling in these areas will be amplified across Greater Lincolnshire through our Destination Lincolnshire channels.”

Using COVID-19 recovery funding from the councils, Clare’s work will show businesses how to better market themselves, tackle social media, manage stock control, sell to their ideal customer, dress shop windows, and generate curb appeal - all looking towards building a more resilient business. Clare’s aim will be to instill business confidence, so that together, we can develop joint shopping/leisure marketing campaigns.

Clare said:

“I'm very much looking forward to working alongside the councils and Destination Lincolnshire. For me, this is about the whole offering of a place. What makes a destination is as much about the locals who visit daily as well as those visiting from further afield. Encouraging collaboration between local businesses across retail, hospitality, leisure, personal care, and attractions, is what enables more exciting and curated experiences to be developed, giving people a more compelling reason to visit one place over another.

“I’ve seen first-hand how – with a little support – businesses can come together to deliver unique experiences. In West Lindsey already we’ve seen new Indian food experience weekends, themed restaurant nights, coffee roasting, blending, and tasting tours, and pampering spa retreats!

“Typically, only larger organisations can deliver such experiences, but by encouraging smaller businesses to combine their skills and offering, they could present something much more appealing to visitors. That's exactly what we'll be looking at doing over the coming months, and in so doing the aim is to boost trade for all by delivering greater visitor attraction, boosting footfall, and creating a real buzz about our beautiful county.”

Vice-Chairman of the Prosperous Communities Committee, Councillor Tracey Coulson is delighted Clare Bailey will be available to support our businesses through this free support programme. She said:

“The Visitor Economy is considered a priority sector at West Lindsey and we are pleased to be supporting this excellent opportunity that will help our businesses develop and grow. Claire has already successfully delivered support to a number of businesses in the district and we are confident she will continue her excellent work through Destination Lincolnshire.

“This programme will add value to the growth and development of the district’s visitor economy, allowing the area to move forward as a visitor destination, as well as attracting more visitors and encouraging them to explore further and spend more during their stay.”

Clare is the best-selling author of The Retail Champion: 10 Steps to Retail Success and a leading retail and business consultant in the UK. Using COVID-19 recovery funding, Clare will help you set and achieve your business goals. One of the most well-known and respected retail experts in the UK, Clare is a leading authority on the sector, a regular TV news guest – featuring on the BBC, Talk TV, Sky, Channel 4 and ITV. She speaks at conferences worldwide and through the pandemic supported 1000s of independent and high street businesses to transform, adapting to the “new normal” and the dramatically changed consumer behaviours. You can find out more on The Retail Champion website.

With her extensive knowledge of the retail sector, Clare will be working in partnership with Destination Lincolnshire, funded by West Lindsey District Council, Boston Borough Council and East Lindsey District Council, to deliver tailored support and retail marketing campaigns. While the focus of this work is on the retail sector, Clare will be adopting a place based approach, ensuring the aims for Greater Lincolnshire are encompassed within her work, to continue strengthening the visitor economy in a wider sense.

If you run a business in the visitor economy, we invite you to register your interest today. Successful businesses will benefit from 1-2-1 business support with Clare, insight into Clare’s 10 step growth plan, input and guidance on marketing campaigns, the opportunity to meet like-minded businesses, build business resilience and strengthen the visitor economy.

To register and get started on unleashing your business’s full potential, email Clare at

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