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Fender supports growth with digital customer identification

Fender Bluecore partnership
Fender is deploying Bluecore technology.

A legendary guitar brand is getting to know its customers better.

Fender Musical Instruments Corporation aims to drive growth across multiple channels using Bluecore digital identification-based technology. Having increased sales since 2021, driven by investments in acquisition that have resulted in new buyers, the company seeks to improve customer retention and reactivation.

By deploying the Bluecore customer identification platform, Fender intends to identify shoppers across its direct-to-consumer and retail partner channels to bolster retention and reactivation, as well as ultimately increase purchase frequency. 

Fender intends to combine its company and product data with Bluecore-generated customer insight to enhance marketing efforts. Initial launch of the solution took place in four weeks with program augmentations, including SMS and custom integrations, and began delivering immediate revenue impact. 

"We’re proud to begin working with such an iconic global brand," said Jason Grunberg, chief marketing officer at Bluecore. "Fender is known by consumers everywhere from fans to professional musicians, with each customer having a unique relationship with the brand and its products. Our approach to identification and customer movement means that Fender will have the ability to recognize each individual shopper and customer, understand their individual affinities, and automate the right experiences."

"We are pleased to partner with the Bluecore team, aligning closely around our growth objectives," said Jonni Murphy, director, CRM at Fender. "In our evaluation process, Bluecore’s 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." 

[Read more: Tapestry expands Bluecore customer data analysis to Kate Spade]

Founded in 1946, Fender is a global musical instrument manufacturer, marketer and distributor. Fender Musical Instruments Corporation (FMIC)–whose portfolio of owned and licensed brands includes Fender, Squier, Gretsch guitars, Jackson, EVH, Charvel, Bigsby and PreSonus. Since 2015, Fender’s digital arm has introduced a new assortment of products and interactive experiences, including apps and learning platforms designed to complement Fender guitars and equipment and provide an immersive musical experience. 

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