Powering off-grid ventures.

Essentials for those taking roads less travelled

A dead vehicle battery in a remote area is a big problem. It can quickly ruin an outdoor enthusiast’s adventure — or worse. That’s why, for more than 40 years, offroad recreation enthusiasts have depended on REDARC Electronics to fuel their adventures far from the grid, across Australia’s untamed areas.

REDARC’s vehicular and mobile power controllers, solar panels, battery chargers, and brake controllers help keep explorers safe, even when navigating harsh weather and terrain. A global network of distributors and installers serves the company’s 4x4, caravanner, and RV camper customers, backed by REDARC’s in-house technical support and field staff.

Innovation, high quality, and customer‒centricity have propelled the company’s growth beyond Australia and New Zealand. Shipping to more than 50 countries, REDARC also serves commercial customers with advanced power and safety solutions for automotive, transport and logistics, marine, defense, construction, medical, mining, and other industrial applications.

In recent years, however, REDARC found that its disconnected ecommerce websites were becoming more problematic. The company built its Australia/New Zealand and North America sites on two different technology platforms. Neither had the capabilities the company wanted to easily manage content updates and cater to both B2C and B2B customers. The websites operated independently and lacked integration with the ERP system, forcing REDARC to manually manage inventory.

“Using automations, we can better fulfill B2B and B2C orders and handle marketing promotions, including special tiered pricing for our adventure vehicle outfitters and other trade customers.”

Doug Larsen

Global eCommerce Manager, REDARC Electronics

Taking on global growth

To improve customer experiences and internal operations, REDARC overhauled its ecommerce approach with a scalable, unified environment built on Adobe Commerce. The company worked with Balance, an Adobe Platinum Partner, on implementation and integration with REDARC’s Industrial and Financial Systems (IFS) ERP.

“Adobe Commerce gives our staff and customers easy access to updated stock information by region. Using automations, we can better fulfill B2B and B2C orders and handle marketing promotions, including special tiered pricing for our adventure vehicle outfitters and other trade customers,” says Doug Larsen, Global eCommerce Manager at REDARC.

With the new platform, separate websites for Australia, New Zealand, and the United States display merchandise in the correct currency and help consumers locate their nearest official REDARC outfitter. Trade audiences log in to a storefront with custom product catalogues suited to their business type.

“A standout feature for us in serving our B2B customers is the ability to bring together multiple buyer contacts from one company, so that customers can consolidate ordering. Our trade customers really like the Quick Order and Requisition List features to speed up ordering products they purchase frequently,” says Taylor Boyley, Marketing Manager ANZ at REDARC.

The websites feature a wealth of helpful information for consumers, REDARC’s channel customers, and REDARC’s own staff as they speak with customers. Site visitors can view the entire digitized product catalogue, detailed specs, installation diagrams, comparison charts for similar models, and use case descriptions.

The site technology simplifies complex purchasing decisions. REDARC’s My Vehicle feature lets visitors enter their vehicle make and model to view a customized web page highlighting that vehicle and suitable gear. To assist dual‒battery system shoppers, a helpful selector tool asks visitors about their vehicle make, model, and year, then dynamically confirms if that vehicle is typically equipped with a fixed or variable voltage alternator. Visitors then adjust a dozen variables about their desired auxiliary battery capacity, voltage, type, location, usage frequency, and interest in integrating solar, then click to receive customized charger product recommendations.

Blog articles and videos educate viewers on everything from how to set up REDARC’s portable solar panels to tips for towing a trailer on soft sand. Influencers create content promoting the offroading and camping lifestyle, driving sales by highlighting how to make the most of vanlife in the wilderness or a two-day 4WD escapade.

“With better ecommerce analytics, we make smarter decisions as we develop new online features and reliable gear, so our customers can keep pushing boundaries in demanding environments.”

Taylor Boyley

Marketing Manager ANZ, REDARC

Equipped for better B2B and B2C experiences

The ecommerce platform also reduces the administrative burden on REDARC’s marketing team. Seasonal, limited-time offers are a breeze when marketers pre-schedule automated promotional campaigns for each region. Sales staff enjoy simplified onboarding for new commercial accounts. Employees spend more time fostering great customer experiences.

“We’ve seen incredible results since debuting our revamped REDARC websites,” says Boyley. “We’ve doubled our conversion rates, gained 3.6% more retail customers, and trade accounts are up 29%.”

As REDARC looks to grow in the Americas, Europe, and beyond, its new ecommerce solution provides valuable business insights. “Adobe Commerce gives us in-depth insights into markets and customer behaviors,” says Boyley. “With stronger ecommerce analytics, we make smarter decisions as we develop new online features and reliable gear, so our customers can keep pushing boundaries in demanding environments.”