IRONMAN 4x4 wins award for best retail project 2025
IRONMAN 4x4 has been announced as the recipient of the 2025 iTnews Benchmark Award for Best Retail Project.
The award-winning project was a collaboration between Soul+Wolf, a Shopify Plus partner agency, and PKF Digital, a Netsuite implementor. This digital transformation involved integrating Shopify Plus with Oracle NetSuite to modernise IRONMAN 4x4's business operations across the globe.
Founded in 1958 in Melbourne, IRONMAN 4x4 has expanded into a significant player in the 4x4 parts and accessories market, catering to a range of clients including casual adventurers and military organisations across six continents. The company recognised that outdated systems were hindering their potential for growth and sought a comprehensive digital solution to streamline its B2C and B2B operations.
Marco Rosano, Co-Founder and Managing Director of Soul+Wolf, noted, "The project goals were clear: to digitally transform IRONMAN 4x4. Improve operational efficiency and enhance customer experience for both B2C and B2B."
Soul+Wolf, in collaboration with PKF Digital, developed a robust integration between Shopify Plus and Oracle NetSuite to tackle these challenges. This solution included features such as a custom B2B ordering platform for bulk ordering, account management, and automated warranty claims. Additionally, the rollout entailed launching tailored stores in Australia, the USA, and Thailand to support global expansion, while keeping brand consistency.
The integration allows for seamless real-time syncing of Shopify Plus with Oracle NetSuite, thus automating product management, inventory, distributor and customer accounts, pricing, order fulfilment, and financial management across the three launch countries.
Two months following the implementation, the project yielded significant results, with a 20% increase in B2B orders due to the streamlined ordering process. Additionally, search visibility rose by 23%, boosting organic traffic, and 30% of orders became fully automated, reducing customer service expenses and supply chain inefficiencies.
Fabian Wolf, Chief Information Officer of IRONMAN 4x4, commented, "I usually say that I'm not a technology guy, I'm a business guy doing technology. And that's the important thing—we're here to create better business and better ways for companies to operate. With a great team and a shared vision, we managed to truly transform the way IRONMAN 4x4 operates."
This extensive project spanned 18 months across multiple countries and delivered a scale of automation, scalability, and efficiency not previously seen in the industry.
By adopting these advanced digital tools, IRONMAN 4x4 is aiming to set new standards within the off-road and automotive industry, demonstrating that even traditional sectors can evolve to meet modern consumer demands. The ventures undertaken by IRONMAN 4x4 illustrate potential pathways for other businesses within similar industries looking to innovate and improve efficiency through digital transformation initiatives.
