Fender Musical Instruments

Fender Musical Instruments has been making guitars and basses since 1946. The company has placed greater importance on increasing instrument sales online with a balance between online and selling in local physical music stores.

There were many pain points that customers were experiencing shopping through the e-commerce site via fender.com. One main issue was that due to the popularity of items, equipment would be made available but sell out quickly. A temporary stop gap measure was implemented allowing customers to enter in their email addresses to be notified when a item would be back in stock. However, the issue was that it could be months before they were notified. Once customers signed up with their email addresses, nothing happened from their point of view.

We needed a way to streamline this process so that customers could see when the items they wanted were available to buy and set expectations.

Fender already had a great user experience team in place who had done research on our customers. Through discovery in email surveys, we discovered that customers got upset when they gave away private information such as thier email adresses with no immediate response. Quotes we received were "I entered my email and nothing happened." and "Why am I giving this info to you without getting a response?"