Fender Retail Experience / Academy

We had a great time with this large initiative. The goal was to create a Fender brand presence that was consistent no matter what music instrument store our customers walked into. Prior to this, it was a free-for-all and our products would be mixed with competitors. Fender offers many different products in just about every price range so one of our main points of focus was to help make sense of it for the customer (and our 3rd party dealers). We did months of research, visiting stores and gathering information from many industries. We designed, created and provided a modular way to lay out our products within their stores, no matter the size or offering. We also offered an educational component for our dealers, which we called Fender Academy. This was to make sure they were educated on our history, our products and how everything should be displayed. On top of that, we created other items to improve the customer experience and journey in stores i.e. hangtags, pick-guard stickers, point-of-purchase booklets and cards that are attached to the products to showcase their benefits.