As Britpop legends Oasis return, Gibson doubles engagement and grows revenue through personalised CX
As Oasis top the charts once again, on the back of their sold out reunion tour, Noel Gallagher’s guitar brand of choice, Gibson, has announced a 120% increase in email revenue and doubled engagement thanks to personalised customer experiences powered by SAP Emarsys.
With SAP Emarsys’ Consumer Products Engagement Report finding that email remains a preferred channel for UK consumers, the overall impact of email on Gibson’s business outcomes has also risen by 27% over the same period.
As the Oasis reunion tour sparks renewed interest in 90s sound and style, Gibson remains a popular choice for musicians across genres. But cultural relevance alone doesn’t drive loyalty. According to the SAP Emarsys Customer Loyalty Index, 60% of consumers stay loyal to brands that personalise experiences to their preferences.
— Oasis (@oasis) July 4, 2025
“We’re building relationships with people who love music. SAP Emarsys has helped us tell our story more personally, and at scale, which has been key to the growth we’re seeing,” says Jonathan Martz, CRM Manager at Gibson.
Martz adds that Gibson continues to invest in a diversified business model; 45% of UK marketers see launching new channels for customer engagement as a priority for 2025, and Gibson is no different. With email established as a foundational engagement channel, it has connected data sources and additional channels, like mobile, apps, and in-store, to create targeted, meaningful interactions at every stage of the customer journey through the channels they prefer.
Once reliant on third-party dealers, the brand is now focused on driving sales through its online store, has launched two experiential retail sites in Nashville and London, and introduced a dedicated learning app for aspiring guitarists.
Bridging the online and offline experience has been central to Gibson’s success. Customers who visit Gibson Garages, often making a special trip during visits to Nashville or London, remain connected to the brand after they leave, through personalised e-commerce, mobile and app-based experiences.
“When someone walks through the doors of a Gibson Garage, it shows they’re truly passionate about the brand. SAP Emarsys has made it possible for us to continue that conversation after they leave, whether that's through personalised emails, wish list updates, or learning journeys in the app,” Martz adds.
Gibson is now looking ahead to the launch of a new loyalty programme.
“Building emotional connections is essential to long-term success. Gibson shows how heritage brands can scale digital engagement without losing the authenticity that makes them special,” says Daniel Hagos, Managing Director at SAP Emarsys UK.
“Their ability to engage buyers beyond the initial purchase - through preferred channels and immersive experiences like the Gibson Garages - demonstrates a commitment to creating exceptional moments and nurturing lasting customer relationships. As a marketing provider, we believe loyalty is earned through meaningful engagement, not just transactions.”
2025 RTIH INNOVATION AWARDS
Personalisation will be a key focus area at the 2025 RTIH Innovation Awards.
The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.
Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”
He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”
“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”
Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.
For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.
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