Magento support for Europe’s leading smokeless coal and firewood fuel supplier.




Increase in revenue


Increase in transactions


Increase in conversions

Heating up Coals2U and Homefire's online presence. CPL Industries is the UK’s leading smokeless coal and firewood fuel supplier. They’ve been in business since 1731 and are leaders in renewable smokeless fuels. Sustainability and the environment are core to their business.


CPL have multiple store fronts with varying requirements. They required an agency that has a dedicated team to turn around support tickets at pace and with attention to detail. Absolute were tasked with multiple improvements in 2021 to help CPL grow their direct-to-consumer sites.


The team at Absolute worked closely with CPL to understand individual requirements on support tickets, some of which required significant changes to CPL and its core offering. Absolute put together a dedicated team of account managers and developers to ensure that this was delivered on time.


Dot Digital

Migration over to Dot Digital to allow for a more robust and feature-rich mailing platform. This allowed the team at CPL to harness the power of automation and segmentation while reducing the workload on the team.


The integration to Adyen from Opayo allowed CPL to quickly add additional payment methods. All their consumer sites now take Apple Pay, Google Pay and Paypal, alongside more traditional card options. Since going live this has been a robust and versatile partner.

Site Speed

New Relic and Blackfire to continually profile and suggest improvements to the site. We also implemented Cloudflare for an added layer of security with an industry leading web application firewall (WAF) and world standard content delivery network (CDN). We continue to monitor and review performance in our regular audits to identify bottlenecks and in efficiencies.

Social Login

Users can now log in with their Google or Facebook accounts. For existing customers that try to use this feature a prompt appears saying they already have an account registered with that email address. This feature takes the friction out of account registration and speeds up the customer journey and ultimately the conversion rate.

Pricing Databse

Building a new pricing importer and structure to allow for the client to upload bespoke price, postcode and depots combinations via SFTP for the site to import and process, vastly reducing the admin burden.

Custom Content Blocks - Product Upsell Feature

Adding functionality that would allow the admin to assign a pop-up at product level with a chosen upsell content block, to help increase average order value (AOV). This needed to be easy to enable and disable. Custom content blocks can then be created in the admin to show the correct imagery and text for each individual product that you assign this feature to.

Adding in the ability for Coals2U to accept click and collect orders for specific postcode regions and depot locations.

A new landing page was created to list the click and collect products and current pop ups were amended to ensure the correct messaging was displayed when added to the cart. The checkout was edited to make it clear that mixed baskets with non-click and collect items had to be removed if they wanted to proceed with the order. Testing and development were extensive, to make sure the integration of Perito to their ERP system was updated to allow for the new order type.




As an Adobe Bronze Solution Partner, we have expertise in delivering Magento support and development for our eCommerce clients in a vast array of business sectors.

For a no obligation, highly accurate estimate and timeline, please Contact Us.

We are always on the lookout for like-minded and talented people who can work in a team to a high standard. Send us your CV along with your previous experience.

Enter your email address to sign up to our newsletter, featuring case studies, insights, industry news and much more.