Tomizawa Shouten Implements awoo AI, Achieving 3.9x Migration Rate and 5.5x CVR from Recipe Pages
awoo Inc. has released a case study detailing the implementation of 'awoo AI' on the official online shop of Tomizawa Shouten, a major retailer of baking ingredients and tools. By placing AI hashtags on recipe pages, they successfully reduced bounce rates, improving the user migration rate to related recipes and products by 3.9x and the conversion rate (CVR) by 5.5x.
📋 Article Processing Timeline
- 📰 Published: May 19, 2026 at 19:00
- 🔍 Collected: May 19, 2026 at 10:31
- 🤖 AI Analyzed: May 19, 2026 at 16:57 (6h 25m after Collected)
awoo Inc. is pleased to announce the publication of a case study regarding the implementation of 'awoo AI' on the official online shop operated by Tomizawa Shouten Co., Ltd.
Tomizawa Shouten offers an extensive product lineup of over 10,000 SKUs, including baking ingredients and cooking tools, along with approximately 8,000 recipe contents on its e-commerce site. Recipes served as a crucial entry point for new customers visiting from organic search, acting as a catalyst for brand and product discovery.
However, they faced a challenge: customers who viewed a recipe page would often leave the site immediately after obtaining their desired information, failing to migrate to related recipes or products.
To address this, Tomizawa Shouten implemented awoo AI's 'AI Hashtags' on their recipe pages. This transformed recipes from mere informational pages into dynamic pathways that expand user interests and naturally lead to related content and products.
As a result, users who interacted with the hashtags exhibited a 3.9x higher migration rate and a 5.5x higher CVR compared to non-hashtag users (*Measurement period: March 2026). Furthermore, these users tended to compare and evaluate products more thoroughly, leading to a positive shift in the average purchase value. The implementation also positively impacted organic search traffic, uncovering previously unanticipated search demands.
The published case study highlights the role of recipe content on Tomizawa Shouten's site, pre-implementation challenges, the application of hashtags on recipe pages, post-implementation outcomes, and the company's perspective on utilizing AI.
**Comment from Satoshi Odate, Manager, EC Main Store, EC Division, Tomizawa Shouten (Excerpt)**
At Tomizawa Shouten, we believe a vital role of e-commerce is not just 'buy and done,' but supporting customers through 'how to use' and 'how to enjoy' the products.
We decided to utilize awoo AI's hashtags because we believed they could broaden our customers' interests starting from recipes. Post-implementation results show that users engaging with hashtags have a 3.9x higher migration rate and a 5.5x higher CVR compared to those who do not.
We also observed that hashtag users carefully compare products, leading to a higher average purchase price. There have been positive changes in organic search traffic as well; we have confirmed influxes from previously unanticipated areas, such as savory meals, in addition to baking-related keywords.
We view these changes as valuable insights not just for customer acquisition, but for our product strategy. Understanding the angles from which customers are interested in products or recipes can be leveraged for future product development and content planning.
We will continue aiming to realize an e-commerce experience where the 'desire to create' naturally expands.
**About awoo**
awoo is a company that provides marketing support utilizing AI. Its flagship solution, 'awoo AI,' is a marketing platform centered on 'AI x Product Labeling Technology.' It enables AI to understand and verbalize product features and usage scenarios, enriching the encounter between consumers and products.
Specifically, awoo offers features such as 'AI Hashtags' that automatically generate intuitive keywords conveying product appeal, 'Image Recommendations' using labeling, 'Auto-Generation of Product Data' for descriptions and use cases via image analysis, and 'Campaign Pages' that streamline page creation by combining product and behavioral data.
Currently implemented in over 160 e-commerce sites in Japan, awoo contributes to improving CX metrics like migration rates and CVR, transforming e-commerce sites from 'places to search for products' into 'places to discover products.'
Furthermore, awoo is expanding its expertise into the era of Generative AI and Large Language Models (LLMs). By structuring product data and brand information into AI-readable formats, awoo supports the realization of new purchasing experiences tailored for AI search and the zero-click era.
Tomizawa Shouten offers an extensive product lineup of over 10,000 SKUs, including baking ingredients and cooking tools, along with approximately 8,000 recipe contents on its e-commerce site. Recipes served as a crucial entry point for new customers visiting from organic search, acting as a catalyst for brand and product discovery.
However, they faced a challenge: customers who viewed a recipe page would often leave the site immediately after obtaining their desired information, failing to migrate to related recipes or products.
To address this, Tomizawa Shouten implemented awoo AI's 'AI Hashtags' on their recipe pages. This transformed recipes from mere informational pages into dynamic pathways that expand user interests and naturally lead to related content and products.
As a result, users who interacted with the hashtags exhibited a 3.9x higher migration rate and a 5.5x higher CVR compared to non-hashtag users (*Measurement period: March 2026). Furthermore, these users tended to compare and evaluate products more thoroughly, leading to a positive shift in the average purchase value. The implementation also positively impacted organic search traffic, uncovering previously unanticipated search demands.
The published case study highlights the role of recipe content on Tomizawa Shouten's site, pre-implementation challenges, the application of hashtags on recipe pages, post-implementation outcomes, and the company's perspective on utilizing AI.
**Comment from Satoshi Odate, Manager, EC Main Store, EC Division, Tomizawa Shouten (Excerpt)**
At Tomizawa Shouten, we believe a vital role of e-commerce is not just 'buy and done,' but supporting customers through 'how to use' and 'how to enjoy' the products.
We decided to utilize awoo AI's hashtags because we believed they could broaden our customers' interests starting from recipes. Post-implementation results show that users engaging with hashtags have a 3.9x higher migration rate and a 5.5x higher CVR compared to those who do not.
We also observed that hashtag users carefully compare products, leading to a higher average purchase price. There have been positive changes in organic search traffic as well; we have confirmed influxes from previously unanticipated areas, such as savory meals, in addition to baking-related keywords.
We view these changes as valuable insights not just for customer acquisition, but for our product strategy. Understanding the angles from which customers are interested in products or recipes can be leveraged for future product development and content planning.
We will continue aiming to realize an e-commerce experience where the 'desire to create' naturally expands.
**About awoo**
awoo is a company that provides marketing support utilizing AI. Its flagship solution, 'awoo AI,' is a marketing platform centered on 'AI x Product Labeling Technology.' It enables AI to understand and verbalize product features and usage scenarios, enriching the encounter between consumers and products.
Specifically, awoo offers features such as 'AI Hashtags' that automatically generate intuitive keywords conveying product appeal, 'Image Recommendations' using labeling, 'Auto-Generation of Product Data' for descriptions and use cases via image analysis, and 'Campaign Pages' that streamline page creation by combining product and behavioral data.
Currently implemented in over 160 e-commerce sites in Japan, awoo contributes to improving CX metrics like migration rates and CVR, transforming e-commerce sites from 'places to search for products' into 'places to discover products.'
Furthermore, awoo is expanding its expertise into the era of Generative AI and Large Language Models (LLMs). By structuring product data and brand information into AI-readable formats, awoo supports the realization of new purchasing experiences tailored for AI search and the zero-click era.
FAQ
What results did Tomizawa Shouten achieve by implementing awoo AI?
By adding AI hashtags to recipe pages, the migration rate increased by 3.9x and the CVR increased by 5.5x for users who interacted with the hashtags.
What are 'AI Hashtags' by awoo AI?
It's a feature where AI automatically understands and verbalizes product features and usage scenarios, generating intuitive keyword hashtags.
What e-commerce challenge was Tomizawa Shouten facing?
Despite having rich recipe content that attracted visitors, users were leaving the site immediately after viewing the recipes without browsing products.