Making Beautiful Music Together

How Astound Commerce helped Sam Ash hit all the right notes

32% increase in organic search visits
49% increase in PDP views since launch
2X increase in conversion rate

Business Environment

It’s not just music that’s gone online: the same can be said for the devices and equipment that produce the music. For decades, brick-and-mortar stores have been the standard outlet for musical instruments and sound equipment—but ecommerce has upended this model dramatically. Today, instrument and sound system retailers—even those with multiple physical stores—must develop robust digital strategies to remain competitive.


Sam Ash Music, a top purveyor of musical instruments and professional sound and DJ equipment with almost 50 retail stores across the US, understood its digital presence needed to keep pace with the growing ecommerce sector. The company had worked with digital solution leader Astound Commerce on various projects over the course of a decade, so it turned to its longtime partner to identify the right ecommerce platform to support its next-generation digital vision.

Astound delivers incredible ecommerce experiences for some of the biggest names in the industry. We’d love to show you what we can do.

Strategy & Execution

Working closely with Sam Ash, Astound created a new website utilizing its proprietary Magento M2 Launch2, accelerating speed to market and driving increased revenue. Salesforce Marketing Cloud, Salesforce Einstein, and ChannelAdvisor were implemented, optimizing order fulfillment and spurring increased global sales and profitability via dozens of online channels, including Amazon, eBay, Google Express, Newegg, and Walmart.

Integration of Synchrony, PowerReviews, and GiveX also were implemented, driving intensive brand engagement by enabling easy payments, onsite customer reviews, and loyalty programs. Flexible and contactless payment solutions—including Amazon Pay, Apple Pay, and PayPal—were employed, creating a seamless shopping experience that dramatically improved retention rates. Finally, the categorization structure of Sam Ash’s large and diverse product catalog was refreshed and streamlined for easier use and increased consumer engagement.

Our VEI interactive dashboard measures the influence of leading consumer brands across 115 metrics from initial product search to post-purchase. Comparing your brand’s experience across major digital commerce touchpoints, VEI reveals what your brand must do to reach top performance.


Astound’s implementation of the next-generation Sam Ash digital commerce experience yielded major dividends:

  • +32 percent increase in organic search visits
  • +49 percent increase in PDP views since launch
  • 2X increase in conversion rate