Fender has launched into an bold redesign of its web site, signalling an evolution from a web-based retailer and commerce vacation spot to a “linked world digital ecosystem”.

Designed to “deepen Fender’s relationship with gamers and followers at each stage of their musical journey”, the brand new Fender.com introduces various daring new options aimed toward making guitarists’ shopping for journeys extra streamlined. 

They embody Ask Fender, a brand new AI-powered chatbot-style instrument which helps musicians discover the right instrument for them by way of pure language prompts, in addition to new sound demos that showcase the sound of Fender gear immediately on Fender.com.

There’s additionally the brand new integration of My Fender and Fender Play to boost the expertise of consumers past the purpose of buy, in addition to new “enhanced artist content material”, by way of a deliberate five-show live performance sequence with performances from Dinosaur Jr., Marc Ribot’s Ceramic Canine, Steve Gunn, Thurston Moore Group, They Are Gutting a Physique of Water, Mike Kinsella of American Soccer and Snail Mail.

In the end, the newly relaunched Fender.com is constructed round six core pillars:

1. Uncover: Brings collectively merchandise, artists and tales to make it simpler for gamers to find what conjures up them
2. Perceive: Improved product training, navigation and comparability instruments to make sure shopping for with confidence
3. Select: New AI-powered Ask Fender instrument – launching first within the US
4. Expertise: Hear devices by way of built-in sound demos
5. Purchase: Simplified procuring journeys, improved product pages, streamlined checkout
6. Join: CRM, My Fender, product registration, Fender Play and personalised content material all beneath one roof

“That is about greater than a brand new web site. We’ve reimagined Fender.com, empowering gamers to form their very own journey. Transferring past a standard ecommerce platform, it’s a spot the place individuals can uncover new gear, discover what’s proper for them and join with the model,” says Kelly Magrath, Fender Interim Chief Advertising and marketing Officer. 

“Fender.com can be a vacation spot for followers and music lovers, with authentic tales and content material that celebrates the artists, gamers and tradition that make music so significant. Our new digital expertise is designed to create a deeper reference to gamers and followers in every single place.”

“For 80 years, Fender has been a part of the connection between musicians, followers, artists and the music tradition that brings individuals collectively,” provides CEO Edward “Bud” Cole. 

“As the best way individuals discover inspiration continues to evolve, so does Fender. The brand new Fender.com brings that have full circle, making it simpler to seek out the fitting instrument, discover the artists and tales that encourage us, and join with Fender in completely new methods. It’s an invite into our world, constructed for everybody who loves music.”

Take a look at the brand new Fender.com now…

Sam is the Affiliate Information Editor for Guitar.com and MusicTech. Completely immersed in music tradition for almost all of his life, Sam has performed guitar for 20 years, studied music know-how and manufacturing at college, and likewise written for the likes of Guitar World, Whole Guitar, Metallic Hammer and MusicRadar.