TEACHING BEGINNERS AND TRAINING MASTERS.

With annual sales of electric guitars declining over the past decade, Fender launched Fender Play, a guided online and mobile subscription service designed to teach new guitar players how to play a song in minutes. KERN was tasked with mapping each customer’s journey for not just beginners, but also lifetime guitar players who would need more equipment as they learn advanced skills. We gathered a tremendous amount of data to templatize digital communications that looked highly customized to both customer segments, while staying agile and flexible enough to make changes in near real-time at scale. The resulting increase in service usage helped Fender sell more guitars in 2020 than any other year in its history.