Cummins Australia Merchandise Store

Background

Our partnership with Cummins began in 2013, and over more than a decade we have continued to evolve and grow alongside the brand. What started as a small merchandise program has transformed into a sophisticated, fully managed merchandise and distribution solution that supports Cummins’ teams, dealer network, and customers across Australia.

1. The Brief

Cummins Australia required a premium merchandise solution that could:

• Maintain the strength and consistency of the Cummins brand across all merchandise categories
• Service multiple user groups, including Head Office, dealers, staff, and the general public
• Streamline ordering, stock control, and national distribution
• Deliver a seamless online purchasing experience
• Provide clear visibility over product performance, usage, and overall spend
• Allow for ongoing updates to reflect campaigns, product launches, and seasonal activity

The challenge was to build a system that was both operationally robust and flexible enough to support Cummins’ large and diverse audience.

2. The Solution

We developed a fully managed, multi-tiered ecommerce store designed specifically for the needs of the Cummins Australia network.

Premium, Brand-Aligned Product Range

The merchandise assortment is continually refreshed with high-quality, brand-aligned products including:

• Uniforms & high-visibility workwear
• Event and campaign merchandise
• Retail & lifestyle merchandise
• Dealer-specific items
• Corporate gifting
• Kids’ merchandise
• Signage & stationery

All products are designed or sourced to align with Cummins’ brand standards, ensuring consistency across every touchpoint.

Smart Stock Management & Operational Control

A strategic stock management framework ensures consistently high availability of core lines and rapid replenishment of fast-moving items. Seasonal and campaign-based products are managed through adaptable range planning.

Dynamic & Flexible Online Store

The store features interchangeable banners and promotional tiles to support:

• Product launches
• Dealer engagement initiatives
• Seasonal campaigns
• Internal communications

The platform is optimised for ease, allowing all users to browse, order, and check out with minimal friction.

Visibility Through Live Reporting

Cummins has access to real-time performance dashboards covering:

• Top-selling products
• Order volumes
• Usage across different audience groups
• Platform-wide sales and engagement

This data supports better decision-making around stock planning, campaign activity, and future product development.

Seamless National Distribution

Every order is picked, packed, and shipped within 48 hours from our distribution centre, with full tracking visibility provided to recipients to ensure a smooth click-to-delivery experience.

3. The Outcome

Over the course of our 12-year partnership, the merchandise program has grown into a trusted and integral brand asset for Cummins Australia.

Key Outcomes Include:

• A premium merchandise experience that reflects the strength of the Cummins brand
• Reliable national distribution delivering orders in under 48 hours
• Reduced administrative load for internal teams through full-service management
• Improved stock efficiency with consistently high availability
• Strong engagement from the dealer network and broader Cummins community
• Ongoing evolution of the product range to match market trends and campaign requirements

The resulting platform provides Cummins with a modern, efficient, and brand-aligned merchandise ecosystem that continues to grow year on year.