The Brief:

Coeliac UK required a far more flexible online solution than their existing open source CMS; one that could give members and visitors the information they needed, easily, intuitively and quickly.

The digital team at Coeliac had attempted to implement a website and CRM integration in a previous version of their site but were unhappy with the functionality and the outcome of the project.

Our team of integration experts identified a number of areas for improvement and were able to offer a far more stable and functional integration. With big plans to develop a new site in conjunction with a new CRM and leverage this to massively increase their member engagement, Coeliac UK also wanted a solution that would personalise the user journey, whilst measuring success against a number of key performance indicators.

Key Features

NetXtra designed and built one of the best and most informative resources for the condition used by members, regular site visitors and healthcare professionals worldwide.

It provides support and dietary information for those with Coeliac disease and is also a central hub for research into the condition. The website truly comes into its own thanks to full integration between the CMS and CRM. This allows Coeliac UK to collect detailed information and intelligence about all visiting members, enabling them to be better informed on what areas are being used the most.

Integrating the website with the new CRM also provides the UK’s most comprehensive gluten-free venue guide with a list of places catering for the gluten-free diet; all supported using Google Maps technology, as well as Coeliac UK’s unique food and drink directory. There is also a new recipe database, allowing members to share their best gluten-free recipes with one another.



Each of these valuable sources of information were then made available through a custom API to the newly developed native mobile apps so that authorised members could access the information when shopping or looking for somewhere suitable to eat.

 The benefits:

Coeliac UK has solidified its position as the primary resource for people with the condition, with a significant rise in members, both new and renewing.

The integration between the CMS and CRM has resulted in significantly improved efficiency and a reduction in the time needed to process event bookings, ecommerce sales, member sign ups and renewals. This allows Coeliac to devote internal resources to much more productive work.

They now also have a much more robust understanding of how their website is being used by their members thanks to the integration between the CRM and Google Analytics with the ability to see CRM data in regular reports. This enables them to create far more targeted marketing campaigns.

The knowledge gained from this innovative integration helps inform future projects as Coeliac UK now have a much better engagement with their members.