Business context

As Britain's oldest business, The Royal Mint has a 1,100-year history built on tradition and craftsmanship. However, the move into the 21st century presented a fundamental challenge: the need to diversify revenue streams and appeal to a new generation of collectors. The existing digital landscape, built on fragmented legacy systems, was unable to deliver a seamless omnichannel experience. 

This created barriers to growth and made it difficult to manage the immense traffic spikes that accompany high-profile product launches. A strategic shift was required to build a centralised, scalable platform capable of supporting a modern ecommerce model and serving a highly engaged collector audience.

Candyspace's remit and objectives

Candyspace was appointed in early 2025 to lead a strategic digital transformation focused on the valuable coin collector audience. Our core objective was to support the brand's shift to an ecommerce-led business model by addressing platform stability and scalability. The remit included the discovery, design, and build of a new coin collections platform architected on the Optimizely Digital Experience Platform (DXP). 

A key focus was leveraging Optimizely Digital Asset Management (DAM) to handle large volumes of high-value collectable assets, creating a scalable infrastructure to drive greater customer lifetime value and support future category expansion.

Team structure and deliverables

To deliver this platform, we deployed a fully integrated, multi-disciplinary squad to work alongside The Royal Mint’s internal teams. This squad included front-end and back-end .NET engineers, product and delivery managers, UX and UI designers, QA specialists, and data analysts. Our methodology was defined by close collaboration and iterative development, including deep-dive user research with key collector personas. 

Key deliverables included a centralised system for managing content and ecommerce, the integration of Optimizely DAM, and the implementation of AI-powered asset tagging. We also utilised modular content design to enhance operational efficiency and usability for content creators.

Innovation and impact

Candyspace’s partnership with The Royal Mint focused on building a scalable digital foundation for future growth. The collaboration has enabled a major step forward in the brand’s digital maturity, moving from a legacy approach to a modern, data-driven strategy. The new platform positions The Royal Mint to drive greater customer lifetime value through a modern ecommerce experience that better serves its collector audience. 

Early metrics show the impact of the new "My Collections" features, with users showing significantly higher engagement than general visitors. 

Early metrics of My Collections users versus general users include;

• 96% more web pages being viewed per session
• 192% increase in visitors returning to the website
• 18% increase in Engagement rate
• 2m 19s increase in User engagement duration per session
• 464% increase in Add to Basket actions
• 6% more Purchases
• 335% more likely to progress to a Product Recommendation
  

Crucially, the component-driven infrastructure can easily support expansion into new product categories and manage the traffic surges that accompany new launches. Beyond the initial platform, Candyspace continues to work on further digital transformation workstreams, including the precious metals business.