Case Study: Australian Red Cross achieves unified digital commerce and personalised stakeholder engagement with Optimizely Commerce Cloud

Australian Red Cross enhances relationships with customers

Australian Red Cross, a century-old humanitarian not-for-profit, needed a modern digital experience to engage present and future generations and unify how supporters interact with the organisation. With 98% of retail income from 180 bricks‑and‑mortar shops, COVID lockdowns made building an online premier destination and a single “MyRedCross” portal that recognises multiple stakeholder identities (donor, volunteer, shopper) an urgent priority. Optimizely and implementation partner Levo ran discovery workshops to align priorities and define the brief.

The team delivered a fast implementation on Optimizely Commerce Cloud and Content Cloud, consolidating four ecommerce channels into one platform-as-a-service and adding a 360° stakeholder portal, personalised experiences, product recommendations, A/B testing and automated admin like volunteer onboarding. The result: quicker deployment, streamlined back‑end processes, measurable efficiency gains, improved visitor insight and increased revenue opportunities — outcomes that earned the project recognition for Best B2C Buying Experience.

Australian Red Cross

Brett Wilson

Chief Information Officer