Fender and Bluecore put data to work to bring consumers a more personalised shopping experience

Guitar maker Fender has partnered with Bluecore as it looks to offer customers a more personalised shopping experience.

In the last three years, Fender has significantly increased sales and new shoppers who buy across its network of national, regional and local retailers, as well as its e-commerce site.

The company is tapping Bluecore to move from what has previously been a marketing channel driven approach to one based on being able to recognise each individual customer and automatically give them the right experiences based on the signals they’re putting out through their behaviours. 

“We’re proud to begin working with such an iconic global brand. Fender is known by consumers everywhere from fans to professional musicians, with each customer having a unique relationship with the brand and its products,” says Jason Grunberg, CMO at Bluecore. 

“Our approach to identification and customer movement means that Fender will have the ability to recognise each individual shopper and customer, understand their individual affinities, and automate the right experiences.”

“Our strategy will deliver long-term value as well as the flexibility to meet the needs of their customers and partners in a way that aligns with specific near-term objectives.”

“We are pleased to partner with the Bluecore team, aligning closely around our growth objectives,” says Jonni Murphy, Director, CRM at Fender.

“In our evaluation process, their strategic analysis and its suggestions for increasing customer engagement demonstrated their deep understanding of our business and their focus on identifying opportunities for sustainable growth.”

Fender says it will increase digital identification, retention, reactivation, and purchase frequency using Bluecore’s identification-based technology.

Together, the two companies will deliver relevant experiences that marry Bluecore’s patented approach that combines customer insight with Fender’s company and product data for richer, more effective marketing.

Bluecore’s team migrated the initial launch in four weeks with programme augmentations, including SMS and custom integrations for complete use case flexibility following.