GBR Online Retail - Market Engagement

Background

This preliminary market engagement exercise is being conducted by DfT Operator Limited (DFTO) on the basis described in this notice and in the accompanying documents.

The Fares, Ticketing and Retail (FTR) Programme brings together teams from across the rail industry to transform how passengers purchase and use tickets. By modernising outdated fares, enhancing the passenger experience and unlocking retail innovation, the FTR Programme will improve passenger journeys, drive commercial growth and achieve greater cost efficiency across the rail network.

We intend to make retail, easy, reliable and smart for passengers using modern technology to bring excellence to the experience. The retail experience will be built on a tech stack containing future-facing technology allowing us to take advantage of retail technical advances as these appear.

Through bringing together cross-sector expertise, the FTR Programme is delivering impactful changes for passengers now, ahead of the transition to Great British Railways (GBR). These modernisations will help bring decades of fragmentation and inefficiency to an end through a simpler, more unified railway owned by the public, for the public under GBR.

The FTR Programme is actively steering a series of transformational, cross-industry initiatives re-shaping fares, ticketing and retail. They include trials of easier to understand fares, introduction of tap-in, tap-out payments, and the introduction of smart ticketing. The Government released the Railways Bill on 5 November, sharing its policy position on GBR Online Retail in the related information and consultation-see Railways Bill: tickets and retail - GOV.UK.

The FTR Programme is a collaboration between the Department for Transport (DfT), DFTO, Rail Delivery Group, Devolved and Regional Transport Bodies, and train operators. It is governed by DfT. The FTR Programme regularly engages with other industry stakeholders and delivery partners including ticketing retailers and campaign groups.

Project Description

The GBR Online Retail project will deliver the passenger-facing channel for GBR, GBR Online (website and app), at launch. The aim is to provide a high-quality national retail and journey information service, aligned with broader GBR branding and transition. This preliminary market engagement exercise will set out the current direction and seek supplier insight ahead of procurement.

We will create a unified GBR Online digital experience that

• Simplifies customer experience and opportunity to increase revenue as a result
• Realises cost efficiencies from reduction in duplication of websites and apps across DfT operator brands and nationalrail.co.uk
• Enables improved service information authority and aligned post journey support
• Supports wider FTR initiatives (e.g., fares reform, delay repay, railcards).

GBR Online Retail will operate within a fair and open retail market, designed to foster real improvements for passengers and taxpayers, including innovation in customer service, wider ticketing availability and diverse options to support digital journeys.

Emerging Scope

It is currently envisaged that there would be two phases of work under the GBR Online Retail project:

Phase 1 launch scope (non-exhaustive)

• Ticket retailing and associated services (purchase, fulfilment across paper/Barcode/ITSO, seat & cycle reservations, Passenger Assist).
• Journey planning with clear pricing, comparison and best fare guidance.
• Live service information including disruption and future travel advice.
• Post-sale customer support (changes, refunds, Delay Repay).

Phase Two : TOC integration - over up to 12-months post-launch to integrate capabilities, across all Department for Transport (DfT) publicly owned operators. Beyond the Phase 1, GBR may expect the solution to be continually developed and enhanced based on a roadmap that is agreed with GBR and regularly updated based on customer and market needs. It is anticipated that this may see the phase-out of some services delivered in place of new capabilities.

A significant outcome to GBR of any procurement would be the delivery of an end-to-end accredited online national rail ticket retailing solution, associated payment gateway service and CRM platform, which provides flexibility with regards to future scope and access to APIs for ongoing development opportunities.

Project Objectives

GBR Online Retail will serve as the direct digital sales channel for GBR, supporting the FTR Programme's objectives by delivering a streamlined, accessible, and inclusive ticketing experience. Passengers will benefit from clear fare choices, simplified ticketing across digital and physical formats, and personalized journey information. The platform is designed to integrate railcards, concessions, and support services, ensuring inclusivity from launch.

GBR's ticketing website will combine the existing 14 rail operator websites and apps into one - with the previous websites ceasing to function. The solution will integrate with industry initiatives such as Fares Reform and Delay Repay, accelerate new product development, and support innovative customer propositions.

Key outcomes include a trusted one-stop shop for tickets, best price guarantees, seamless support, and a unified customer experience. For the rail industry, benefits include lower operational costs, increased brand impact, and a platform that drives innovation and competitiveness. The approach emphasises continuous improvement, data-driven customer insights, and rapid response to market opportunities. Hooks will be built in to enable the use of Machine Learning and Artificial Intelligence.