Helping Penny Plain Grow with a Stronger Magento Platform
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Revenue Growth
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Orders Placed
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Search-led Conversions
Overview
Penny Plain is an established fashion retailer with both physical stores and a growing online presence. When we started working together in 2020, Magento was already an important part of the business, but the site needed clearer technical ownership, stronger day-to-day support and a more reliable ERP integration to support future growth.
Since then, the relationship has developed from stabilising the platform to improving performance, supporting marketplace expansion and making ongoing improvements to the website and customer journey.
The Starting Point
In 2020, Penny Plain had a clear priority: Magento needed to connect reliably with Microsoft Dynamics NAV. Magento was already central to the business, but the existing setup had not yet provided the reliability or flexibility needed to support day-to-day operations and future online growth.
Without a dependable connection between Magento and Microsoft Dynamics NAV, the business faced challenges around:
Stock accuracy
Operational efficiency
Supporting online growth
Confidence in the platform
Magento itself wasn’t the issue. The first objective was to bring more control, stability and reliability to the way the platform supported the business.
Stabilising the Foundation
We began by reviewing the platform architecture and Microsoft Dynamics NAV integration strategy in detail. The focus was not just connecting systems, but making sure the integration worked reliably in day-to-day trading conditions.
Once the foundations were more stable, Penny Plain had a platform that was better equipped to support online growth, improve stock accuracy, and reduce operational friction.
Stable System Integration
Reliable synchronisation between Magento and Microsoft Dynamics NAV
Accurate Stock & Order Management
Improved accuracy across stock availability and order processing
Improved Operational Efficiency
Fewer manual checks, workarounds and day-to-day platform issues
Greater Confidence in Magento
A more stable platform for supporting online growth
Enabling Growth
Once the foundations were more stable, our work shifted towards improving the online shopping experience and supporting Penny Plain’s next stage of growth. Over time, this included marketplace expansion, better product discovery, improved checkout options and a stronger email marketing tool.
Marketplace expansion included:
Search & Product Discovery
After reviewing search provider options, we implemented Klevu Search & Recommendations to improve product discovery and help customers find relevant products more easily.
Improved on-site navigation
More relevant product results
Better support for browsing and conversion
Payments & Checkout Experience
We migrated Penny Plain from Takepayments to Mollie, introducing Apple Pay, Google Pay and more flexible payment options.
Improved checkout experience
More payment choice for customers
Easier payment management for the team
Email Marketing Improvements
We supported Penny Plain’s move from Mailchimp to Klaviyo, giving the team stronger tools for customer communication, segmentation and campaign reporting.
More advanced automation flows
Improved customer segmentation
Stronger campaign reporting
Clearer insight into email performance
Customer Reviews & Product Insight
We implemented Yotpo Reviews to help Penny Plain collect more meaningful customer feedback across the website. Alongside standard reviews, customers are asked additional questions around fit, fabric quality, pattern and design.
This gives the internal product team useful insight for future ranges, while also improving the shopping experience. Fit feedback is displayed on product pages to help customers choose the right size more confidently, with the aim of reducing size-related returns.
Warehouse & Fulfilment Efficiency
A Royal Mail integration made it easier for the warehouse team to print, pick, pack and dispatch online orders efficiently. This reduced manual steps in the fulfilment process and gave the team a smoother workflow as order volumes increased.
Growth Results
Annual online revenue has increased by over 400%
Online order volume has increased by over 400%
Search-led conversion has improved by 151%
Marketplace channels now contribute additional revenue streams
Email marketing became a more structured and scalable growth channel
Growth has been supported by
A reliable ERP foundation
Ongoing customer journey improvements
Carefully selected ecommerce integrations
The Ongoing Partnership
We continue to support Penny Plain through:
- Ongoing Magento support and maintenance
- Performance monitoring and optimisation
- Integration management
- Strategic technical guidance and planning
Magento is now a dependable platform for the business, supporting day-to-day trading while giving Penny Plain the confidence to keep improving and growing online.
Looking Ahead
Growth in ecommerce is not a one-off achievement - it’s an ongoing process. Our partnership with Penny Plain continues to focus on:
- Refining performance
- Strengthening the customer experience
- Supporting marketplace expansion
- Making practical improvements that support growth
In their words
Their expertise and knowledge have enabled us to integrate with other third party platforms like Debenhams/Mirakl and Fruugo, allowing us to trade on different marketplaces whilst having one pool of stock.
2simplify have been able to carry out custom work and helped us grow at a good pace
Need your Magento platform to support growth more confidently?
If your ecommerce site is held back by unreliable integrations, poor product discovery, manual processes or unclear technical direction, we can help create a more stable platform that’s easier to manage and better equipped for growth.