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Fender’s new website has an AI chatbot that helps you find your perfect guitar
The new Fender.com also features integrated sound demos so you can hear the gear before you buy.
Credit: Fender
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Fender has embarked on an ambitious redesign of its website, signalling an evolution from an online store and commerce destination to a “connected global digital ecosystem”.
Designed to “deepen Fender’s relationship with players and fans at every stage of their musical journey”, the new Fender.com introduces a number of bold new features aimed at making guitarists’ buying journeys more streamlined.
They include Ask Fender, a new AI-powered chatbot-style tool which helps musicians find the perfect instrument for them via natural language prompts, as well as new sound demos that showcase the sound of Fender gear directly on Fender.com.
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There’s also the new integration of My Fender and Fender Play to enhance the experience of customers beyond the point of purchase, as well as new “enhanced artist content”, via a planned five-show concert series with performances from Dinosaur Jr., Marc Ribot’s Ceramic Dog, Steve Gunn, Thurston Moore Group, They Are Gutting a Body of Water, Mike Kinsella of American Football and Snail Mail.
Ultimately, the newly relaunched Fender.com is built around six core pillars:
- Discover: Brings together products, artists and stories to make it easier for players to discover what inspires them
- Understand: Improved product education, navigation and comparison tools to ensure buying with confidence
- Choose: New AI-powered Ask Fender tool – launching first in the US
- Experience: Hear instruments via integrated sound demos
- Buy: Simplified shopping journeys, improved product pages, streamlined checkout
- Connect: CRM, My Fender, product registration, Fender Play and personalised content all under one roof
“This is about more than a new website. We’ve reimagined Fender.com, empowering players to shape their own journey. Moving beyond a traditional ecommerce platform, it’s a place where people can discover new gear, find what’s right for them and connect with the brand,” says Kelly Magrath, Fender Interim Chief Marketing Officer.
“Fender.com is also a destination for fans and music lovers, with original stories and content that celebrates the artists, players and culture that make music so meaningful. Our new digital experience is designed to create a deeper connection with players and fans everywhere.”
“For 80 years, Fender has been part of the connection between musicians, fans, artists and the music culture that brings people together,” adds CEO Edward “Bud” Cole.
“As the way people find inspiration continues to evolve, so does Fender. The new Fender.com brings that experience full circle, making it easier to find the right instrument, explore the artists and stories that inspire us, and connect with Fender in entirely new ways. It’s an invitation into our world, built for everyone who loves music.”
Check out the new Fender.com now…
Sam is the Associate News Editor for Guitar.com and MusicTech. Thoroughly immersed in music culture for the majority of his life, Sam has played guitar for 20 years, studied music technology and production at university, and also written for the likes of Guitar World, Total Guitar, Metal Hammer and MusicRadar.