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Gibson Brands Consumer Products | NA SAP Emarsys Customer Engagement
Consumer Products
Founded in 1894, Gibson is built on a foundation of innovation, world-class quality, and craftsmanship. The Gibson Brands portfolio includes Gibson, Epiphone, Kramer, Steinberger, Tobias, Mesa/Boogie, Maestro and KRK, with each brand holding a unique identity and compelling story.
50% Growth Growth in email revenue in the first year since using SAP Emarsys 27% Increase Increase in email impact on the business overall 10% of Revenue Revenuedriven by automation in 2022 2x email
Headquarters United Kingdom
Products Guitar manufacturer
gibson.com Web Site
Business Challenges • Increase engagement across channels • Build stronger customer relationships and loyalty • Convert single-channel customers to multi-channel customers • Understanding customers through data Customer Benefits
• Driving cross-channel engagement through storytelling, and delivering highly relevant content to customers • By syncing app users into SAP Emarsys, the brand gained a better understanding of what stage their customers were at and could deliver better recommendations • Gibson used automation to drive the right products to different personas, and leveraged SAP Emarsys pre- built tactics as a baseline for personalizing automated journeys • With the help of Emarsys, Gibson started integrating data from in-store visits, bringing together digital and in- person for a more holistic experience “The goal is to get a single channel fan to interact with our brands in a multiple channel way. So anything that we can do to get them further down that funnel, whether it’s to make a purchase, whether it’s how they want to learn how to play guitar even better, whatever their goal is…we want to make it as easy and simplistic as possible for them to actually get to that content to make that decision.”
engagement Since using Emarsys
Josh Ehren Global Head of Direct to Consumer Gibson Brands
Read the Success Story
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