From 2006 through to 2016, I had the opportunity to lead the design and build of the Magento eCommerce platform for BBC Top Gear, working closely with Amber Promotions.
Amber Promotions are one of the best in the business when it comes to licensed TV merchandise. They partner with major broadcasters and production companies to bring brands like Top Gear, MasterChef, and Alan Partridge to life through retail—and they take that responsibility seriously.
A 10-Year Partnership Built on Results
This wasn’t a quick project. It was a long-term partnership focused on growth, performance, and continuous improvement.
Over a decade, we evolved the platform to handle increasing traffic, expanding product ranges, and changing customer expectations. The goal was always simple: build something solid, scalable, and commercially effective.
What We Delivered
Reaching Over 1 Million Customers
We built and ran email marketing campaigns to a database of over one million active subscribers. These weren’t just broadcasts—they were targeted, performance-driven campaigns designed to drive repeat sales and keep customers engaged.
Enterprise-Level Hosting That Just Worked
Top Gear is a global brand, so downtime wasn’t an option. I implemented robust, enterprise-grade hosting solutions to ensure the site was fast, reliable, and capable of handling spikes in demand without breaking a sweat.
Building Despatch.IT
One of the most important pieces of this project was creating my own eCommerce operations platform: Despatch.IT.
I built Despatch.IT to solve real problems retailers face every day:
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Automating inventory and order management
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Reducing manual processes and operational costs
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Improving fulfilment speed and accuracy
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Giving businesses the tools to scale properly
It became the engine behind the operation—streamlining workflows and making the entire business more efficient.
Why This Project Matters
For me, this project represents what Pink Digital is all about.
Not just building websites—but building platforms that drive revenue, improve operations, and stand the test of time.
Ten years is a long time in digital. The fact that this platform delivered consistently over that period comes down to doing the fundamentals properly—solid tech, clear strategy, and constant iteration.
If you’re serious about growing your eCommerce business, you need more than just a good-looking website.
You need something that works.
Let’s build it properly.