- Customer Story -


Putting the experience into experiential marketing, Freeman knew it was time to embrace digital innovation - for the benefit of the business and for their clients.


icon-who Who?

Freeman was founded in 1927, starting life as an experiential events and party planning business under the leadership of Founder, Buck Freeman. The business is now the global leading provider of integrated services for experiential marketing, creating immersive and innovative events, and delivering memorable moments for B2B customers and clients across all industries.

With expertise across hybrid, physical, and virtual events, Freeman has become a crucial touchpoint for businesses looking to expand their events program and repertoire through a blend of technology and lasting moments. Freeman’s event services include and cover everything from health and safety consulting, event sponsorship, and design, to full event management - and everything in between.

Buck Freeman, Founder of Freeman, sums up his vision for the business in one single line: “I was never really focused on being the biggest, simply being the best.”

“AAXIS brought years of experience to the table.  Because Freeman is such a custom industry, to make any commerce platform work for Freeman becuase of our custom event business we couldn't have found a better partner than AAXIS.”

Troy Thompson, Director of Digital Development at Freeman

icon-business The business in numbers


Year's experience in the enterprise events sector




Office locations

icon-project The Project

Offering full event support to clients and customers, the Freeman team is always seeking new ways of optimizing their client’s experiences while streamlining the businesses own processes and workload. The existing business model relied heavily on Freeman’s presence at - and management of - event shows to reach out to new potential customers and clients while also connecting with vendors and third-party suppliers.

While these event shows are integral for business, they require a great deal of planning and logistical management - not just on the day but months in advance of the event. Because of this, Freeman were looking for a way of relying more heavily on technology to manage certain aspects of event shows - smoothing out the experience for customers, vendors, and Freeman employees.

AAXIS were brought in by Freeman to help guide strategic investments in digital innovation, with the aim to increase top-line revenue and expand market share by creating value through digitalization and boosting the potential of digital sales. We were also tasked with optimizing the customer journey through Freeman’s website, supporting their global expansion.

icon-approach Our Approach

The project commenced with an overhaul of the Freeman website, shaping it around the creation of a seamless navigation system and presenting more relevant content with added value for customers.

This website revamp was designed to:

  • Streamline the exhibitor ordering experience by providing all products and information online and gathering more information up front, reducing the need for clarification after orders are submitted.
  • Develop a Standard Retail Rate Catalog (SRRC) and customer price master sheet to provide more dynamic, consolidated views of product and pricing information to customers, eliminating online catalog redundancy.
  • Provide improved visibility to show organizers for products alongside pricing—eliminating the need to cross-reference multiple files.
  • Deliver faster turnaround time to customers for orders entered online, with reduced back-and-forth review steps during event setup.

Throughout the delivery of the project, the Freeman team was keen to ensure that the customer experience and their ability to meet customers’ needs and expectations remained uninterrupted. To achieve this, we helped and supported Freeman in monitoring their system 24/7, leaving no customer inquiry or issue unresolved regardless of geographical location.

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icon-project The Results

The move to an integrated digital experience was embraced by customers, which in turn led to an increase in the average daily orders being received through Freeman’s platform. The website was also able to manage and direct customers towards self-service features, such as enabling them to configure a show exhibit online - thus reducing the need for Freeman team members to answer customer calls and manually work with every customer directly.

Another key result for Freeman was the reduction in operational costs associated with the Digital Commerce platform, with the introduction of 24/7 monitoring allowing the business to remain consistent without the need for daily restarts.

Finally, the online checkout experience was improved for customers, creating an easier and faster process for them to manage and complete their own orders and communications. This again reduced the number of customer calls coming through to the Freeman team, enabling the business to redirect its resources in more productive ways.

During the first 4 years since launch:

  • Average Order Value increased by ~36%
  • The number of shows produced increased by ~34%
  • Online revenue increased by ~31%
  • Customer show setup time reduced by ~68%

AAXIS Digital is committed to delivering enterprise digital solutions that deliver the results you need.  Get in touch for more information on how we can support your business and help your online presence thrive.