Case Study: Gibson drives 50% email revenue growth with Emarsys

How Gibson Drives Engagement by Rocking Omnichannel

Gibson, the iconic music brand, needed a better way to turn one-time guitar buyers and music fans into long-term, multichannel customers. The company was initially limited in CRM capabilities and struggled to personalize engagement across its online store, app, and in-store Gibson Garage experience, so it turned to Emarsys to better understand different personas and the full customer journey.

Using Emarsys, Gibson connected purchase, web, app, and in-store data to build a more complete omnichannel view and run personalized automation across welcome, post-purchase, and abandoned-cart flows. The results were strong: email revenue grew 50% in the first year, email impact on the business rose 27%, and automation drove 10% of total revenue, while email engagement doubled with Emarsys.

Gibson

Josh Ehren

Global Head of Direct to Consumer