Fulfilling Royal British Legion’s Poppy Shop

In challenging times for the charity sector, Royal British Legion has continued to help our ex-service personnel, with Linney supporting online sales for the iconic organisation.

Helping the Poppy Appeal thrive

The Poppy Shop, the trading arm of Royal British Legion, has, like many charities, faced a huge challenge in recent years, and has needed to plug the gap in revenue caused by the reduction in volunteers selling Poppy Appeal products.

Scaling the Poppy Shop’s online reach

Linney is the ecommerce fulfilment partner for the Poppy Shop, with its items stored, picked, and despatched from our warehouses. Aware of online fundraising opportunities, we were keen to find creative ways to help Royal British Legion close the funding gap left by the reduction in traditional fundraising methods.

RBL launched additional products to its online shop, including new collections, wreaths and pins. We worked in close partnership with the Poppy Shop to add all the new product lines and get all orders out to customers on time, even with an uplift in online orders. 

The results of the Poppy Shop campaign 

The Poppy Appeal saw more than 156k orders picked, packed, and despatched from our fulfilment centre.  

• Email continued to be the most popular way for customers to get support with their orders – we answered more than 12,500 emails
• New collections proved popular, with an increase in the number of products purchased together
• Despite supply chain demand over the past year, delivery performance hit 98%