Case Study: Fender increases retention of month-to-month paying users with Iterable

Fender boosts retention with Iterable as 89% of users watch a video on day one

Fender, a leading guitar manufacturer, faced a critical challenge in retaining new players, with 90% quitting within six months. Their rapid digital expansion created a siloed tech stack, preventing a unified view of the customer journey across their apps and e-commerce platform. This lack of insight made personalized engagement difficult. To address this, Fender partnered with the growth marketing platform Iterable.

Using Iterable, Fender consolidated customer data into unified profiles, enabling personalized, cross-channel messaging campaigns for onboarding and engagement. This solution directly improved customer retention for their Fender Play app, driving increased engagement with learning videos. Specifically, Fender achieved an increase in retention of month-to-month paying users, noting that 89% of users watch a video on their first day. Iterable provided the platform to strategically drive customer lifetime value across Fender's digital and physical ecosystem.

Fender