Skip to content

Empowering Charitable Retail: How Feefo and Help for Heroes Shop are Supporting Veterans

Help for Heroes is a British charity that provides lifelong support to veterans and their families, no matter when or where they served.

In the UK today veterans and their families are struggling with painful injuries, mental trauma, isolation, sleepless nights, disability and poverty. Help for Heroes’ mission is to ensure that everyone in the UK Armed Forces community lives well after service, and no one is left behind.

The trading arm of the charity, Help for Heroes Shop, is there to deliver on this promise of support with an extensive range of merchandise, including hoodies, T-shirts, polos, wristwear, gifts, and Christmas cards. Raising awareness of the charity and addressing the needs of the veterans.

What sets this shop apart is that 100% of its profits go directly toward supporting veterans. Last year, Help for Heroes had a positive impact on nearly 4,000 veterans and families. Their commitment to excellence is evident through their collection of reviews with Feefo, which they take great pride in. We met with Deepika Bajaj, the store’s E-commerce Marketing Manager, to find out how we’ve helped her team throughout our decade-long partnership.


An excellent service, for an excellent cause

Help for Heroes Shop has distinct needs from its sister charity. When people visit the online store, they don’t just want to support veterans; they also expect high-quality products like any consumer would.

That’s where Feefo comes in. Reviews are a significant factor in the decision-making process, with 96% of people reading them before making a purchase. By showcasing positive reviews, the Help for Heroes store instils confidence in potential buyers.

These reviews represent the overall customer journey, from clicking on an ad to completing the purchase. When browsers see positive feedback, they feel assured about buying from the store.


Deepika emphasises that while sales are the primary focus, Help for Heroes Shop also actively encourage donations before purchases. This year, the store has surpassed its overall donation target by 25% and 16% growth versus last year. Help for Heroes Shop attributes this success to the overall customer experience.


“When customers have a positive experience with us, they are more inclined to add a donation to their cart. Reviews play a central role in our customer experience strategy, providing valuable insights, allowing customers to share with experience and assisting potential buyers in their research and buying decisions.”

Deepika Bajaj

E-commerce Marketing Manager, Help for Heroes Shop


Verified feedback: A symbol of trust

Feefo ensures that all reviews come from verified customers who have interacted with the business or charity. Deepika highlights the importance of this verification process for Help for Heroes. As a charity, maintaining a strong reputation is crucial for winning new customers and fostering loyalty among donors. The third-party verification provided by Feefo helps them prove their credibility, assuring potential supporters that their practices are authentic and trustworthy. When people recognise this authenticity, they feel confident in making purchases or donations.


Help for Heroes Shop bestseller: Tri-colour leather ID bar bracelet, 4.8 stars


Help for Heroes Shop has also earned the prestigious Platinum Service Award for two consecutive years. Deepika expresses delight in this achievement, emphasising that it demonstrates their commitment to excellence in products, services, overall experience, and support for veterans. The Platinum Badge prominently displayed on their website, emails and marketing communications serves as an additional trust signal, encouraging more people to buy and contribute to their cause.


A partnership for the future

As our conversation concludes, Deepika’s enthusiasm for the future and Feefo’s ongoing support for Help for Heroes Shop is evident.

Verified reviews play a pivotal role by offering unparalleled insights. They guide businesses and charities toward necessary adaptations, aligning their approaches with customer needs. By leveraging these insights, organisations like Help for Heroes Shop can enhance their offerings and overall customer experience.

Before we wrap up, we pose one final question to Deepika: Would she recommend Feefo to other charities or retailers? With a smile, she responds:

“Feefo allows us to be transparent with our customers. We appreciate the excellent service and overall experience that Feefo provides. The platform is user-friendly, and any new implementations are swiftly executed. The responsive team ensures that we receive timely support. Without hesitation, I would recommend Feefo to others.”

Founded in 2010, Feefo is a ratings and reviews platform that collects reliable and constructive reviews for thousands of clients worldwide. We only send invitations to verified customers to ask them to leave a review, so consumers can learn how people like them feel about different products and services. And companies can truly discover what they’re doing right, and where they can improve. This allows Feefo’s clients to create transparent, trusted relationships and deliver exceptional services that their customers can depend on - every time.

Latest Articles

Totality Services Turns Feedback into Trees with Treefo
Customer Stories

Totality Services Turns Feedback into Trees with Treefo

Totality Services partners with Feefo to showcase client feedback, increase revenues, and meet ESG goals by planting trees with Treefo. Dis...

June 25, 2024

drvn uses Feefo to enhance their quality control and compliance
Customer Stories

drvn uses Feefo to enhance their quality control and compliance

Discover how drvn utilised Feefo to enhance quality control and compliance, leading to a significant increase in customer retention and bus...

June 19, 2024

Empowering Charitable Retail: How Feefo and Help for Heroes Shop are Supporting Veterans
Customer Stories

Empowering Charitable Retail: How Feefo and Help for Heroes Shop are Supporting Veterans

Help for Heroes Shop and Feefo are working together to support British veterans and their families, no matter when or where they served.

June 05, 2024

Speak to the team