Case Study: Fender achieves higher customer engagement and lifetime value with Segment

How iconic guitar maker Fender® increases customer engagement and lifetime value with its Fender Play® music lessons app

Fender, the iconic guitar maker, needed a single view of the customer to better understand journeys, improve marketing efficiency, and boost Fender Play activations and paid conversions. The company also wanted to move users from free to paid accounts while increasing engagement and lifetime value using Segment.

Segment helped Fender unify customer data into a single source of truth across web, mobile, and server events. With Segment’s audience builder, identity resolution, and real-time personalization, Fender streamlined onboarding, targeted messaging, and improved app and website experiences. The results included a 5% increase in active paying users, a 29% reduction in churn for the paid app, and a 3% increase in Fender.com checkout conversion rates.

Fender

Claire Armstrong

Director of Digital Product Management