Toshiba Turned Commerce Modernization Into Revenue Growth and Lower Operating Friction
AAXIS helped Toshiba modernize a high-volume commerce estate around better conversion, stronger acquisition, and more efficient operations — without losing the scale the business already depended on.
Toshiba · Business Impact
35%
Higher Online Conversion
Personalized customer experiences increased conversion across Toshiba's digital commerce journey.
20%
Higher Desktop Revenue
The modernized experience translated into measurable revenue growth on desktop.
20%
Higher Customer Acquisition
SEO improvements expanded the number of new customers reaching Toshiba through digital channels.
The Business Challenge
Toshiba needed growth from digital commerce without carrying the cost and friction of an aging platform.
Toshiba's existing commerce estate had to support very high traffic, broad product catalogs, and hundreds of retail locations while the business was also under pressure to reduce operational cost and modernize the customer experience.
The objective was not just a platform refresh. Toshiba needed a commerce model that could improve conversion, acquisition, service efficiency, order management, merchandising, and operational visibility at the same time.
AAXIS helped build a more scalable digital commerce foundation that connected commerce, service, sales, marketing, and operational workflows more consistently.
The result was a modernization program measured in business performance, not just technology replacement.
Modernization had to improve the economics of the channel while it was still serving customers.
The program supported high traffic, large catalogs, and retail integration while creating room for faster growth and lower operating friction.
How AAXIS Enabled It
The operating model was rebuilt around growth, service efficiency, and a more consistent customer experience.
The supporting capabilities all laddered to business outcomes: more revenue, better acquisition, lower fraud, stronger service productivity, and more opportunities to cross-sell and up-sell.
- Personalization Improved ConversionCustomer experiences became more relevant, helping drive the reported 35% increase in online conversion.
- SEO Became a Growth LeverSearch improvements increased customer acquisition by 20%, expanding the top of the digital funnel.
- Order Management Improved Customer ExperienceFulfillment, tracking, revisions, split shipments, exchanges, rebates, and refunds were managed more comprehensively across the journey.
- Fraud Controls Reduced Transaction RiskAddress verification, stronger payment capabilities, and real-time monitoring tightened fraud prevention around digital orders.
- Service Teams Gained Better Commercial VisibilityAgents could work with real-time pricing, inventory, promotions, and upsell context, improving service efficiency and making assisted selling more effective.
- Unified Customer and Order Views Created More Revenue OpportunitiesService agents and sales representatives gained the context needed to identify cross-sell and up-sell opportunities across the customer relationship.
The Business Impact
Toshiba's modernization paid off in growth, acquisition, and operating efficiency.
The program increased online conversion by 35%, desktop revenue by 20%, and customer acquisition by 20%, while also improving fraud controls, service efficiency, order management, and the ability to monetize customer relationships more effectively.