• World-Class Ecommerce for the Royal British Legion

    Globally recognised charity, The Royal British Legion, sees online sales soar after delivering a new, fully integrated ecommerce solution with PureNet.

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15m+ Annual Page Views

Over £130m Raised Each Year

36m Poppies Made Every Year


The Challenge

The Royal British Legion appointed PureNet to redevelop its existing Magento ecommerce solution with a focus on usability, best practice and conversion optimisation. The solution also had to be capable of handling extremely large volumes of traffic during peak periods.


The Royal Brith Legion's Poppy Shop website underwent a full redesign that was implemented by PureNet as part of the wider project.


The new solution was aimed to optimise the purchasing and browsing process including a streamlined checkout and improved navigation.


PureNet implemented a highly intelligent ecommerce personalisation solution for The Royal British Legion, enabling the website to automatically present personalised content and search results.

How PureNet Helped

The Project

The PureNet team worked closely with The Royal British Legion to understand its business objectives and future goals before developing a full project plan and specification. The solution had to be easy to use for The Royal British Legion’s range of customers whilst offering best practice ecommerce features, including:

  • Streamlined checkout process with a one-step checkout
  • Integration of Feefo throughout the user journey
  • Improved navigation structure
  • Responsive design

As part of the ecommerce development project, PureNet partnered with an innovative personalisation software, PureClarity, to provide smart site search and personalised merchandising for The Royal British Legion. Following a seamless integration, The Royal British Legion is now able to segment its website visitors based on their behaviour and present personalised content, search results and product recommenders.

The Most Successful Year

The Results

The Royal British Legion has seen extraordinary results following the launch of the new Poppy Shop. Visits, sales and average order value have all increased to an all-time high. The new solution has provided additional benefits, including:

  • The ability to run personalised campaigns based on visitors’ on-site behaviour
  • Best practice user journey with improved navigation and advanced search
  • Less management time with automated, personalised product recommenders featured throughout the site
  • Advanced reporting, providing a complete overview of ecommerce activity

Growth for The Legion

The Statistics


Increased Conversion Rate

The Poppy Shop has seen an impressive increase in conversion rate.


Increased Revenue

The new Poppy Shop website has generated a whopping 205% increase in revenue.


Average Order Value

The Poppy Shop's advanced merchandising features have led to an increase in AOV.


Increased Mobile Revenue

The responsive design and user experience has led to a significant increase in mobile revenue.

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