Join Claire Armstrong, Director of Digital Product and Cliff Kim, Director of Insights & Analytics, from Fender to discuss how the iconic, world-leading guitar brand expanded its digital strategy by launching mobile app products to improve their customer experience. With its digital products, Fender can connect directly with customers leading to increased customer activation, LTV and cross-sell opportunities.

Leading enterprise businesses understand the importance of providing personalized customer experiences. They invest in 1st party data infrastructure, to activate digital tools and place customers at the center of their engagement strategies. In fact, 49% of consumers say that they will likely become repeat buyers, after having a personalized brand experience

Reliable customer data is essential to providing personalized interactions. Companies that engage directly with their end user, and successfully capture this information, will know more about their interests and preferences and can serve relevant information at the right time in a customer's journey.
  • How Fender is using a CDP to shift toward D2C business strategies.
  • How “re-thinking the guitar playing consumer” led Fender to launch mobile apps, connect directly with its customers and provide personalized user journeys.
  • How Fender uses Twilio Segment to optimize marketing campaigns and increase customer engagement with mobile platforms and increase ecommerce revenue.
Claire Armstrong
Director of Digital Product at Fender
Product manager obsessed with data and user experience
Cliff Kim
Director of Insights and Analytics at Fender
Steve Schuler
Director of Product Marketing at Segment
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