- Customer Story -

Toshiba Direct

Toshiba increased conversion rates by 35% and top-line revenue by 20% due to completely re-building their Digital Commerce customer experience.


icon-who Who?

Headquartered in Irvine, Calif., Dynabook Americas, Inc., provides a diverse portfolio of enterprise-grade hardware and software offerings, including awarding-winning mobile computers, innovative wearable devices, augmented reality applications, and security solutions. Dynabook designs, engineers and manufactures its offerings in its own-operated facilities to ensure quality and reliability. Dynabook Americas is an independent operating company wholly-owned by Dynabook, Inc., of Japan, a majority-owned company of Sharp Corporation.

“What set AAXIS apart from other agencies we’ve worked with in the past was their ability to both design and execute a marketing strategy. AAXIS took things to the next level by taking ownership of figuring out how to help Toshiba perform better online.”

Paul Collas, Marketing Director

icon-business The business in numbers


Acquisition increase


Conversion Rate increase


Revenue increase


Mobile Revenue increase

icon-project The Project

Toshiba knew that in order to remain competitive in the digital age, they needed to upgrade their eCommerce platform. Their old, in-house solution was becoming increasingly difficult to support and unable to keep up with the pace of innovation. Toshiba wanted a modern digital commerce solution that would provide faster innovation, improved support, and world-class customer experiences. They engaged AAXIS Digital to help them select a new platform and then worked with the Toshiba marketing team to create a world-class customer experience.

Together, we implemented a new Digital Commerce solution using Oracle Commerce and integrated it with their existing enterprise systems. We also created a new marketing strategy and approach that would engage customers and drive conversions. The results have been impressive, with faster innovation, improved customer experiences, and increased sales.

icon-approach Our Approach

Digital Commerce

We started by working through the complexities of their customizable product experience to make it easy to use yet accurate and quick to configure all the required attributes. We then turned to their shared-service OMS and worked with Toshiba to bring those capabilities in-house to their ERP system and integrated that with the new Digital Commerce solution.

Finally, we built a custom application for call center and outbound sales that enabled Toshiba clients to move previously outsourced business and IT processes in-house. This application was also integrated with the Digital Commerce solution to provide a seamless customer experience.


Marketing & CX

The next step was to work with Toshiba to improve several aspects of their personalization & customer journey, including a focus on:

  • Personalization Strategy & Execution
  • Conversion Rate Optimization – UX & IA Optimization
  • SEO and Site Search Relevancy Tuning
  • Adobe Analytics, KPI Management, and Adobe DTM


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icon-project The Results

The results speak for themselves. In the first year, Toshiba:

  • Acquisition increased ~20% due to SEO enhancements within Endeca XM and improved keyword targeting.
  • Conversion rates increased ~25% due to UX improvements and improved site performance and reliability.
  • Conversion rates increased an additional ~10% due to personalization introduced 30 days post-launch.
  • Retention increased ~10% due to targeted upsells of related products corresponding to items in the cart.
  • Revenue increased 20% compared to a 14% decline trending 60 days prior to launch.
  • Mobile Revenue increased ~850%

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.