Case Study: Fender achieves higher customer retention with Amplitude

How to reach and keep distinct audience groups by analyzing, communicating, and acting on data

Fender, the iconic guitar brand, faced the challenge of serving a wide and varied audience while keeping customers engaged across different stages of their journey. Working with Amplitude and its analytics tools, Fender needed a better way to understand customer behavior, personalize experiences, and improve retention for products like Fender Play.

Using Amplitude’s funnel analysis and connected dashboards, Fender identified where users were dropping off in lessons and discovered that starting with a song improved engagement. The company restructured its learning flow, which led to a 27% increase in user retention from day one to day two. With Amplitude, Fender also turned customer data into clearer team insights and used experimentation to support longer-term customer lifetime value.

Fender

Cliff Kim

VP of Data and Analytics