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Client Overview

RNLI is the charity that saves lives at sea with a 24-hour lifeboat search and rescue service and a seasonal lifeguard service, saving 431 lives and aiding 20,538 people in 2016. Having been without its own online store for a year, the brand needed to get back online and in front of their customers.

Shopify Plus

Custom Checkout

Donation System

Shopify Scripts

RNLI homepage
RNLI boat

The Challenges

With Christmas fast approaching and the need to launch their own eCommerce store in time for this period, the RNLI team needed a fast launch without compromising on quality. RNLI's service is highly dependent on revenue brought in by various channels, including from the vital online shop, and the team looked for a Shopify partner that they could trust to deliver. As well as a variety of features such as the need for a review system and to take donations online, the eCommerce store had to give users a similar experience to that of the main RNLI non-shop website.

RNLI product page of a Blow Boat


The charity chose our team to complete the project due to our extensive experience in the charity sector and our extensive Shopify knowledge. We supported the charity throughout the build of the new eCommerce shop, developing an experience that matched the style of the charities key informational site, giving users a seamless experience between the two seperate websites.

Alongside this, we built a donation system to increase the value of customers carts and developed custom features into the checkout process to meet the charities legal compliances. A review system was then integrated to increase conversion rates and the tight turnaround time met, to allow them to take advantage of the key Christmas period.

RNLI product page of a Blow Boat
Mobile view of RNLI Homepage
Mobile view of RNLI Collection
Mobile view Hamper Product page