Case Study: Tokyo Gas triples online visits and boosts membership 600% with Avanade's Sitecore platform

Tokyo Gas triples online visits and increases membership by 600%

Tokyo Gas, Japan’s largest natural gas utility, needed a stronger digital presence after entering the retail electricity market so it could engage customers beyond billing and build long-term loyalty. Its legacy portal was slow to update, offered only a single view of usage and charges, and relied on local stores for customer outreach—limiting the company’s ability to promote new services and deliver personalized, timely content.

Working with Avanade, Tokyo Gas migrated its myTOKYOGAS portal to the Sitecore Experience Platform with an analytics database and Web Form for Marketers, enabling in‑house content release, targeted personalization and faster surveys. The new platform nearly tripled monthly visits (from 35,000 to 91,000), increased membership engagement 6–7× with about 7,000 daily logins, added ~300 new registrations per day and grew membership roughly 600% (about 400,000 members), improving customer interaction and supporting growth.

Tokyo Gas

Hajime Nakamura

Digital Marketing Group Manager