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Case Study

Amplifying Success: The Sam Ash .COM Transformation

With declining store sales, Sam Ash’s ecommerce strategy needed to pave the way for the future of the 100-year-old brand.

Hitting the Right Notes with a Strategic Partnership

When Sam Ash, the iconic music store known for its deep-rooted history and commitment to musicians, sought to enhance its ecommerce presence, they turned to 2 Visions. Founded by Yates Jarvis, we are an award-winning strategy, marketing, and research firm that specializes in helping direct-to-consumer (DTC) ecommerce brands grow by developing their in-house capabilities. Our collaboration with Sam Ash was aimed at revitalizing their digital strategy and ensuring their continued success in a highly competitive market.

Understanding the Sam Ash Legacy

With a rich history dating back to 1924, Sam Ash has always been more than just a music store. It is a community hub where musicians of all levels can come together, explore, and play. The Ash family’s dedication to supporting musicians is reflected in their personalized service and extensive selection of musical instruments and equipment. However, with the rise of digital commerce, Sam Ash recognized the need to strengthen its online presence to better serve its customers and stay ahead of the competition, particularly against giants like Guitar Center and Sweetwater.

Strategic Overhaul and Immediate Wins

Our engagement with Sam Ash began with an in-depth market and competitor analysis, along with a detailed internal review that included interviews with key staff and store visits. This comprehensive approach enabled us to identify both long-term strategies and quick wins. One of our key initiatives was to enhance the ecommerce user experience (UX/UI), streamline the checkout flow, and improve segmentation. These efforts resulted in an immediate 50.5% increase in conversion rates (CVR) and a 24% increase in engaged sessions.

Long-Term Vision and Sustainable Growth

Working closely with the CEO, CMO Derek Ash, and other senior leaders, we developed a tailored, comprehensive long-term strategy. This strategy was designed to position Sam Ash for sustained growth, leveraging our expertise in SEO, CRO, and digital marketing. Weekly one-on-one meetings with the CMO ensured that the plan was continuously refined and executed effectively. Our efforts culminated in a remarkable 47% year-over-year revenue lift and a 72% increase in average purchase per user.

Building a Stronger Ecommerce Ecosystem

Beyond immediate improvements, our focus was on building a robust ecommerce ecosystem for Sam Ash. This involved facilitating discounts with top technology providers, streamlining workflows with their development partners, and providing access to scalable contract services and analytics platforms. These initiatives not only enhanced operational efficiency but also significantly increased the return on ad spend (ROAS) while reducing customer acquisition costs (CAC).

A Partnership Based on Trust and Results

Throughout our collaboration, the Ash family appreciated our holistic approach and honest communication. Derek Ash noted that our work went beyond mere consultancy; we acted as mentors in entrepreneurship, leadership, and business communications. He also noted that our ability to adapt to external changes and provide valuable insights even before formal agreements were in place demonstrated our commitment to their success. The results we achieved together—47% YOY revenue lift, 50.5% increase in CVR, and significant improvements in customer engagement and ROAS—underscore the impact of our partnership.

Looking Ahead

Our ongoing work with Sam Ash continues to focus on enhancing personalization, targeting, and segmentation to further drive traffic and brand awareness. By continuously refining strategies and implementing innovative solutions, we aim to help Sam Ash maintain its position as the world’s favorite music store while navigating the ever-evolving digital landscape. Our partnership exemplifies the transformative power of strategic collaboration and the importance of developing in-house capabilities for long-term success. developing in-house capabilities for long-term success.


Charleston, South Carolina

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Ecommerce Consultant Yates Jarvis

After you reach out via this form, we’ll schedule a 1:1 call for introductions. Looking forward to connecting soon!

– Yates Jarvis, Founder & Principal Consultant


Charleston, South Carolina

General Inquiries

Not looking for services?

Prospective partners can email

Step 1

Introductions & Fit call

Reach out via our form and we’ll schedule a call to better understand your current situation and goals to see if/how we can help.

Step 2

Free Assessment

We then assess your situation and recommend a customized plan.

Step 3

1:1 Help

You will work directly with Yates to bring the plan to life.

Who is 2 Visions?

2 Visions is an award-winning strategy, marketing, and research firm helping direct-to-consumer (DTC) ecommerce brands grow by developing their in-house capabilities for long-term success.

Founded by Yates Jarvis, who has worked with notable companies such as TGW, Ancient Nutrition, Express, Kay, DIFF Eyewear, Jeep, and Spanx, 2 Visions focuses on high-touch teaching and side-by-side collaboration to empower brands to avoid costly missteps and build profitable ecommerce strategies.

To supercharge your entire ecommerce ecosystem, we deploy in-depth, granular market research, which serves as a secret sauce for clients aiming to improve personalization, AI, CRO, SEO, and targeted journeys in ecommerce customer experiences.

Our research enables clients to uncover powerful data-driven insights and develop more effective product, brand, marketing and CX strategies tailored to their target audiences.

Top Ecommerce Consulting Firm Award Clutch 2023 Gray
Ecommerce Business Consultant Award Expertise 2023 Gray
Top Ecommerce Consultant Award Design Rush Gray
Top 50 DTC Ecommerce Company Award MARsum Gray
American Marketing Association Ecommerce Portfolio White
Strategic Management Society Ecommerce Portfolio White
Insights Association Ecommerce Portfolio White