Treasure Trails
Treasure Trails was set up in 2005 by Steve Ridd and his wife Teresa, who are based in Probus. Just one year later, they won the ‘Best Leisure Pursuit in Cornwall’ award in the Cornwall Tourism Awards 2006.
This innovative company offers a range of trails, made interactive by the inclusion of a string of intriguing clues. Initially focused on Cornwall, the company has sold over 10,000 trails since launch and is now expanding nationwide through selling licenses for other parts of the UK. By Autumn 2007, there will be seven licenses established across the UK.
Managing Director Steve Ridd says ‘The heart of the business idea it to make it easier for people to enjoy getting out and about and exploring. In early 2007, we made a step change to the business by investing in a new website and a new online management system. This has taken the business to a new level and has opened the way to our becoming a national business rather than a local business.’
Steve continued ‘At the outset, we printed hard copy trails. But they were immediately out of date if just one of the clues included in the trail was affected by external factors. By bringing the product online rather than using hard copies, it is simple to revise the PDF and make sure the trails are always current. This transforms our cost base and our product quality.’
With the help of a £4000 grant from actnow, the new Treasure Trails website was created by IT West in Hayle. Steve says ‘What IT West has done is fantastic! It’s more than just a website they’ve created – it includes a software programme that has been specially created for us, taking into account our business plan and ambitions, so that we can continue to grow and develop. We plan that every town and city in the UK will have a trail by 2009’
The content management system is designed to be used easily by the national licensees, who can customise the sections for their area as well as use the system to create new trails for their own territory. Licensees also have access to certain management information online.
Steve says ‘The website also includes an eCommerce facility and already online sales is accounting for roughly 50% of our income. It has also opened the way for our branching out into branded merchandise.
The launch of the new website was accompanied by intensive search engine optimisation activity which is ongoing as the company continues to expand. ‘Keyword analysis was carried out both for us and for the various license areas and these keywords have been embedded throughout the site’ says Steve. In addition, there has been an extensive link building exercise - with deep linking for each individual area.’
Steve says ‘ The new site launched two months ago and already we have seen a noticeable uplift in sales.’
Looking ahead, Steve has plans to make more of broadband.
‘ We are going to launch online treasure trails later this year, including 360 degree photographs, so people can enjoy the beauty of Cornwall from the comfort of an armchair over the winter period.
‘We are also developing a ‘community area’ on the site, so customers can share tips and photos with each other. This kind of interaction is made so much simpler with broadband and so far, most companies have not fully exploited the potential of customer networks. We have strong customer loyalty with around 80% repeat usage, so we have the opportunity to create something very powerful
‘We also plan to start using webcams to communicate with our license holders later this year. This extra degree of human contact enabled by broadband will make it easier to maintain good relationships with a team spread out across the UK.’
Steve concludes ‘Broadband internet has proved to be the springboard that has transformed our original business idea into a growing national business with a constantly expanding product range and distribution network. And we can achieve all of this from our base in Cornwall.’
