James Watson is Managing Director of OnTrack Retail, the UK ticketing specialist. Prior to joining the company’s product team in 2016, he spent 14 years at Tesco – first on the shop floor, and later as a Store Manager and IT Product Owner.

James was drawn to rail’s complexity, describing it as “an interesting problem to solve.” And in this Guest Writer article, he explains how innovative digital channels – including rail retailing platforms – could drive real growth for the industry.

Achieving growth remains a priority for the UK rail industry. In a 2025 report, the Railway Industry Association (RIA) revealed that rail demand had already recovered to 97 per cent of pre-pandemic levels. It added that demand could almost double over the next 25 years, increasing up to 97 per cent further.

To unlock this potential growth, RIA stressed that the industry should focus on restoring public confidence in rail. And alongside train operating companies (TOCs) and the forthcoming Great British Railways (GBR), independent retailers like OnTrack Retail, Trainline and Raileasy will have an important role to play. We believe it’s about making rail travel the most attractive option – work that begins long before a passenger boards their train. With the right digital solutions, we can make booking tickets easier, help customers find the best prices and routes, and inform and reassure them when things don’t go to plan. This kind of innovation is a powerful way to create growth.

At OnTrack Retail, we often fly under the radar – but we have been at the forefront of rail retailing innovation for over a decade. With powerful and proven technology, we provide the online retailing capability for leading TOCS like Southeastern, Govia Thameslink Railway (GTR) and TransPennine Express. And, since our launch, we’ve sold more than 50 million tickets in the UK.

OnTrack Retail was established in 2014, as a joint venture between Go-Ahead Group and Assertis. Go-Ahead wanted to develop a bespoke online retailing solution for the TOCs it managed – one that could be tailored to their different needs. It was an ambitious undertaking, but the OnTrack Retail team launched a solution for GTR just a year and a half later. And we’ve been innovating and iterating ever since. On an almost weekly basis, we release new features and upgrades, address any bugs or issues, and unlock further benefits.

Our solutions have evolved with the digital landscape and customer expectations. Back in 2015, I remember implementing a feature that enabled users to save a payment card in their account – it seemed revolutionary! Today, applications like Google and Apple Pay mean customers can transact without a payment card. They’re used to shopping that way with their favourite retailers, so it’s the standard they expect from the rail sector too.

And there have been huge advances in the data-sharing space. RDG’s Rail Data Marketplace has proved hugely successful for the industry, making a wealth of data available for innovative companies to explore. We’ve made great use of it, improving the customer experience pre, during, and post travel.

The landscape continues to evolve, with new payment methods released regularly. Open banking, which bypasses traditional card networks to enable faster payments, is the ‘new kid on the block’. And it’s a feature we plan to integrate into our solutions soon. Customers will soon expect it as standard, which shows how the world of digital payments never stands still. We’re committed to keeping the platform fresh – ensuring our technology meets passenger needs.

Because, to grow demand, we must make rail travel simpler – and buying a ticket is an important part of the process. If customers struggle at this opening stage, they might decide against travelling by rail at all. Our job as tech retailing specialists is to insulate passengers from the sector’s complexity and make rail travel an effortless experience.

And it goes beyond selling tickets. With access to new data and services, independent retailers can now provide a much richer product set, developing digital solutions that enhance the customer experience.

Working with operator Southeastern, we’ve made huge leaps in the field of passenger assistance. Initially, we integrated a passenger assist form into our app, enabling customers to request assistance when they booked a journey. Today, they can set up an accessibility profile and book assistance at the touch of a button. This kind of feature alleviates anxiety, reassuring passengers that they’ll be able access support when they need it.

Over the last few years, we’ve also introduced features like journey alerts, which notify customers when there are delays, diversions or cancellations on their chosen routes. How often have you rushed to the station, only to find your train has been cancelled? It’s a stressful experience.

We recognise that some disruption is inevitable – but the right technology can make events less impactful, restoring confidence in rail travel.

Because, for all the negative headlines, the UK’s rail network is remarkably safe and reliable. It’s our job, as technology providers, to help customers navigate it, simplify the booking process and make journeys easier.

Companies like OnTrack Retail and its peers are very good at bringing passengers the information they need. And we are strong innovators, cutting through red tape and driving growth in an industry that can’t afford to be slow to change.

As Great British Railways (GBR) brings track and train together, independent retailers will have a key role to play.

GBR’s forthcoming retailing channels present an exciting opportunity to transform rail retailing – if it gets the design right. Fair competition between rail’s new ‘guiding mind’ and agile independent retailers would create an emphasis on innovation. And this, in turn, could deliver a major win for customers and unlock real growth for the industry.

Simplicity will be key. We believe GBR should avoid gold plating, instead creating a simple, effective platform that works well from day one. Otherwise, it risks losing its customers’ trust and goodwill at the very start. From there, GBR can build on this solution over time, developing something truly powerful. That was our approach at OnTrack a decade ago, and it’s a model that works.

That’s why we’re so excited about what lies ahead. 2025 was a record-breaking year for OnTrack, and 2026 looks set to be even more successful. In rail retailing, there are so many opportunities to innovate, drive growth, and help bring about a modal shift. We’re looking forward to being part of the journey.