BUSINESS PROFILE
The website is the most customer-facing element of the entire technology stack, making it the most important for customerfocused executives.
Platform stability has shifted from a concern to an expectation, allowing Hobbs to showcase digital wins that strengthen his influence across the entire technology portfolio.
Why an integrated platform matters for a growing team
The integrated nature of Optimizely One enables hyperpersonalised customer journeys through unified data that connects across all platform elements.
Managing a single integrated platform means Hobbs can go to one vendor for questions about experimentation, data, marketing or merchandising instead of co-ordinating multiple relationships.
Building for the next 1,000 years
comes out. Sometimes they just change the name, but so often there’ s new functionality. I saw growth in it.”
The CMS 12 upgrade(. NET to. NET Core) was completed seamlessly with Optimizely developers from Vietnam, allowing Hobb’ s team to continue their development roadmap without disruption.
By progressively expanding their Optimizely One platform, starting with CMS stability, then layering on experimentation, ODP and DAM, The Royal Mint created an integrated foundation that is always online Metrics that matter – digital collections success
Digital Collections launched mid-month with a simple email campaign asking customers to sign in and view their collections, resulting in 20,000 sign-ups with 1,500 new users daily.
During the change of monarchy, the website processed one sale every 10 seconds for three weeks with 50 % conversion, a tenfold increase in volumes and zero downtime.
Platform stability during this critical moment earned executive buy-in to invest in DAM and ODP on top of existing products.
THEY’ RE BUILDING THE CAPABILITY TO SCALE HYPER- PERSONALISED EXPERIENCES ACROSS THEIR GROWING E-COMMERCE BUSINESS WITHOUT SCALING HEADCOUNT.
Hobbs said:“ The stability that the website offered us during that period gave us zero downtime. That was probably the most important thing to gain the investment to be able to buy the DAM and ODP on top of all of the products we already had, because the executive team don’ t necessarily want anything other than no noise. They love a great journey and they love seeing the coins on the digital piece. But metrics like that, the underlying metrics, are far more important to the executive team than perhaps the sales.”
But for Hobbs, the real win isn’ t just the metrics. It’ s the operational simplicity of a single integrated platform that lets his small team focus on strategic innovation instead of firefighting technical issues. It’ s the ability to present executives with one clear roadmap instead of fragmented vendor relationships. And it’ s the confidence that when the next major moment arrives, like the change of monarchy that drove one sale every 10 seconds for three weeks, the platform will deliver.
How a CIO knows they made the right investment
Hobbs doesn’ t log into Optimizely products daily because he’ s built a team of experts over five years who handle the platform operations.
As CIO, Hobbs measures success through customer outcomes, speed of launching changes and strong e-commerce numbers rather than platform access.
Now, as Hobbs looks ahead to AI-powered experimentation that can turn his single Conversion Rate Optimisation specialist and analyst into a force multiplier, The Royal Mint isn’ t just maintaining its digital presence. They’ re building the capability to scale hyperpersonalised experiences across their growing e-commerce business without scaling headcount. For an institution that’ s been innovating since the 9th century, that’ s exactly the kind of transformation that matters. x
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