Reinventing an omnichannel experience that rocks
Gibson Brands, Inc. (est. 1902) is one of the premier names in American guitars. However, with a new management team in place and a bold, “125-year-old startup” vision, it was time to reimagine Gibson’s digital presence. We worked with Gibson to create a modern, direct-to-consumer platform and omnichannel digital experience that rocked the industry.
The Ask: Customer experience transformation
Gibson wanted to refresh its marketing tech stack, all the way down to the way customers purchased instruments and equipment. They also needed to make space for their family of brands, new products, and new acquisitions, including Epiphone and Kramer Guitars, and Mesa/Boogie amplifiers. (which had their own tech stacks)
Gibson also wanted to move into the direct-to-consumer landscape, selling new and used guitars, amps, and accessories online and in-store without cannibalizing their existing audience.
Only Gibson could be both an iconic American brand AND a 125-year old start-up. Being part of their next golden age has been fantastic.
Graham Ericksen / Chief Strategy Officer / Modus
