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How XY Retail is Helping Global Brands Like Fender Craft Immersive Experiences

For nearly 80 years, Fender, the renowned guitar manufacturer, has been synonymous with innovation and artistic expression. As part of their ongoing commitment to engage, inspire, and connect with players and fans worldwide, Fender partnered with XY Retail to create a cutting-edge retail experience in their first-ever direct-to-consumer flagship store in Harajuku, Tokyo.

Evolving Customer Expectations and the Need for an Immersive In-Store Experience

The retail landscape is rapidly changing, with customers demanding more personalized and immersive experiences. Fender recognized the need to create a unique space that would not only showcase their products but also allow customers to become part of the brand's rich history and culture.

Integrating Technology For an Omnichannel Journey

Fender had multiple components to their vision for the flagship store. To deliver on this vision, they needed a retail technology partner that could seamlessly integrate with their existing systems, provide a comprehensive suite of features, and offer the flexibility to create a truly immersive experience for customers across various touchpoints.

Fender chose XY Retail for their retail customer experience platform due to its versatility, ease of integration, and comprehensive feature set. With XY Retail's platform, Fender was able to:

  • Implement a versatile point-of-sale (POS) system that catered to the unique needs of the store, including mobile and fixed/tablet versions for smooth and efficient operations
  • Utilize customer creation and clienteling services to personalize interactions and foster long-lasting relationships with customers
  • Access mobile reporting for real-time insights into store performance and customer behavior
  • Seamlessly integrate with Adyen, SAP, and Salesforce for a unified and consistent experience across all channels
  • Offer convenient options like online purchasing with in-store pickup to cater to modern customers' preferences
  • Integrate with Precisely EnterWorks PIM to deliver accurate and complete product information, enriching the customer experience through the entire product lifecycle

The Result:
Taking the Retail Experience Forward

Fender's collaboration with XY Retail has positioned the brand as a trailblazer in the experiential, direct-to-consumer retail landscape. By partnering with XY Retail, Fender was able to create a flagship store that is truly an immersive and interactive space, reflecting the brand's ethos and commitment to providing a world-class sensory experience for musicians and enthusiasts.

The store features interactive displays, experiential elements that immerse customers in the Fender story, and a cafe, "FENDER CAFE powered by VERVE COFFEE ROASTERS", that fosters a sense of community among patrons. With XY Retail's platform, Fender has successfully created a best-in-class customer experience within their flagship store, while also laying the foundation for future expansion. As Fender continues to evolve their brand, their partnership with XY Retail will remain a crucial component of their success in connecting with customers and delivering unforgettable experiences.

With XY Retail, we discovered more than just a technology provider; we found a collaborator keenly attuned to Fender's commitment to innovation and artistry. This partnership has been pivotal in crafting a retail environment that resonates with our brand ethos.

Michael Spandau SVP Global IT, FENDER

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