Interstate Batteries Expands Online

NEW YORK--Interstate Battery System of America Inc. is launching an e-commerce initiative designed to utilize the Internet as a strategic distribution channel.

Interstate Batteries is opening the e-commerce functionality on its website, www.interstatebatteries.com, as part of an expanded business model to sell “Every Battery for Every Need.”

The initiative, developed by Rare Medium, includes B2B sales to retail customers as well as direct sales to consumers, who can now order batteries for laptop computers, cellular phones and camcorders directly from the website. The new site also features a sophisticated dealer locator that will allow businesses and consumers to find automotive and other “non-shippable” batteries through an extensive network of dealers, distributors and the growing number of Interstate’s new All Battery Centers.

“We wanted a world-class site that would help us establish interstatebatteries.com as an easy-to-use battery source on the web as well as to drive business to our dealer, distributor and All-Battery Center locations,” said Dennis Brown, Interstate Batteries’ vice president of e-commerce and retail sales. “With Rare as our partner, we’ve been able to bring our new offerings together in a short timeframe, and we’re very excited to see what the new year brings with the new site in place.”

“We built the site to interface with existing inventory and fulfillment systems providing an interface that meets the needs of both B2B and B2C environments,” said Rare Medium’s Chris Johnston. “By redesigning the graphic look and feel of the site and integrating the e-commerce component, we believe this will be the premier battery site on the web.”

In addition to its e-commerce component, the site also features extensive information related to Interstate Batteries’ sponsorship of the Joe Gibbs Racing team, featuring Bobby Labonte, last year’s winner of NASCAR’s Winston Cup Series.