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Rinnai’s Digital Transformation

Moving from a proprietary CMS to an open source platform, Drupal 8, presented a breakthrough opportunity for a strategic overhaul of Rinnai’s entire digital platform, improving performance, scalability, and reporting.

Project Highlights

Rinnai, a worldwide leader in the manufacturing of gas appliances, relies on its website to connect customers to an extensive dealer network. A suite of online tools to facilitates the process from initial product search to dealer follow-up.

Beyond a surface level website redesign, Rinnai set out to transform their business in response to changing market demands. They had a vision: to connect a disjointed lead capture system, improve product positioning, and link with smart home IoT devices. Mediacurrent met the challenge with a re-envisioned digital strategy, fresh design, and new Drupal architecture.

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    increase in the number of pages viewed per session and 10% increase in the average session duration indicate deeper engagement with the new site.

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    Improvement in page load speed.

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    Improvement in bounce rate across the site shows that more visitors are looking past the initial landing page.

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The phrase "digital transformation" is thrown around a lot, but there's no better description for the work Rinnai and Mediacurrent completed over the past year. Together we took a process-first approach to streamlining content management, dealer enrollment and lead capture processes. Now we’re spending less time maintaining the website and more time captivating customers — one of our core beliefs.

Mark Buss

Vice President of Marketing, Rinnai

Digital Strategy

Starting with Strategy

Mediacurrent took a broad view of Rinnai’s digital ecosystem and discovered that their Product Registration system and Knowledgebase and Trade Support Portal were inseparable. Being mindful of these interdependent platforms, Mediacurrent rebuilt Rinnai’s partner portal on Drupal with a new design that optimizes the lead capture process.

Engaging User Experience

Tying it Together

Integrating the partner portal with the public site provides a seamless experience for consumers, professional dealers (those who sell and install the product for residential and commercial end users) and Rinnai’s internal team.

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Charting a New Course

Mediacurrent created a new sitemap and redirect plan to mitigate the risk of SEO fallout and ensure that previously saved bookmarks point users to the correct page of the current site.

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Savvy SEO

An international SEO strategy serves to proactively addresses duplicate content issues between the closely mirrored and sites.

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Challenges and Solutions

Connecting Customers, Capturing Leads

Rinnai’s deeply integrated lead capture system connects customer with the appropriate dealer across several points of contact on the site. Google Tag Manager and Google Analytics were configured to better track KPI's and business goals. Now, the website serves as a key lead generation tool.

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Challenges and Solutions

Engaging Customers with Location-Based Personalization

To combat low category awareness for tankless hot water heaters, we enabled personalized product recommendations on Rinnai’s Product Finder tool by engineering an integration with a third party IP lookup tool that automatically detects the geolocation of an IP address. Now, the site connects a product to place by matching a user’s zip code, latitude, and longitude to geographical data like average groundwater temperature. Drupal’s internationalization capabilities were leveraged to translate content between USA and Canada sites. Content on is written in English but handled as a separate language so that it can be translated to account for regional nuances.

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Challenges and Solutions

Achieving Interoperability

Flexible integration with nearly a dozen third-party tools and internal systems — including CRM, data analytics, and a new, cloud-based product information management system — make Drupal the central tool for Rinnai admins. Drupal 8’s powerful suite of built-in web services made it possible to expose and import content via RESTful API without additional development.

Forward-Thinking Design

  • User focused: During the wireframing and design phases, we considered how new pages would meet the needs of each user persona.
  • Mobile-first: Audience research validated the importance of applying a mobile-first strategy to design, engagement and user experience. Bold: The new design provides a modern, clean look and feel. Bold, fluid images scale smoothly for large displays down to mobile displays.
  • Clear: Calls-to-action and direct paths to view products guide users through the shopping experience.
  • Flexible: The new site offers an easier way for the content team to manage and present content, empowering them to create new pages with a range of layout options. homepage shown on desktop and mobile devices
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Simplifying an Internet of Things Integration with React and Node.js:

We built an application using Node.js and React that serves as a faster, automated solution, integrating with Rinnai’s third-party wifi-connected cloud platform to facilitate product registration and web-based water heater status monitoring.

The new middleware integrates the Websocket based API from Rinnai’s third-party provider with Drupal. Now, for easy referencing, error messages and updates are stored in Drupal. React was leveraged to build a user interface on top of the Node.js app for Rinnai to monitor and control the connection between the third party Websocket API and Drupal. As a result, real-time product updates are available to consumers and dealers on

Final Thoughts

Built on the Drupal 8 platform, the site provides a scalable architecture that supports seamless integration with third-party systems. With Mediacurrent’s continued support and partnership ensures, Rinnai will remain digitally ready to sustain continuous improvement in their businesses and operations.