Gibson - SAP Innovation Awards 2025
Gibson connected all its engagement channels for a more holistic customer experience. Using email as their main engagement channel, Gibson leverages first-party data to drive personalization across other channels, communicating with customers where they are to drive awareness, purchase, and loyalty. Download the DocumentPUBLIC
Entry Pitch Deck
Gibson, Inc.
Jonathan Martz
Music / Entertainment
Rocking omnichannel to drive
improved customer engagement
Entry Pitch Deck
Gibson, Inc.
Jonathan Martz
Music / Entertainment
Rocking omnichannel to drive
improved customer engagement
COMPANY NAME:
HEADQUARTERS:
INDUSTRY:
WEBSITE:
NUMBER OF EMPLOYEES:
Company information
2
Gibson, Inc
Nashville, TN, USA
Music / Entertainment
https://www.gibson.com/
1,300
Since 1894, Gibson Inc, the world’s most iconic guitar brand, has been
shaping the sound of music.
Gibson’s legacy of world-class craftsmanship, legendary music
partnerships, and progressive product evolution is unrivaled among
musical instrument companies, and it is unique in its appeal to rookie
players, rock stars and celebrated music artists alike.
Gibson is dedicated to quality, innovation, and sound excellence so that
music lovers for generations to come will continue to experience music
shaped by Gibson.
PUBLIC
HEADQUARTERS:
INDUSTRY:
WEBSITE:
NUMBER OF EMPLOYEES:
Company information
2
Gibson, Inc
Nashville, TN, USA
Music / Entertainment
https://www.gibson.com/
1,300
Since 1894, Gibson Inc, the world’s most iconic guitar brand, has been
shaping the sound of music.
Gibson’s legacy of world-class craftsmanship, legendary music
partnerships, and progressive product evolution is unrivaled among
musical instrument companies, and it is unique in its appeal to rookie
players, rock stars and celebrated music artists alike.
Gibson is dedicated to quality, innovation, and sound excellence so that
music lovers for generations to come will continue to experience music
shaped by Gibson.
PUBLIC
CHALLENGE: SOLUTION: OUTCOME:
Rocking omnichannel customer engagement
3
Increase in revenue from email since first
using Emarsys in 2022
of revenue driven by marketing automation
in 2024
email engagement since using Emarsys
120%
Gibson Inc
46% 2x
Gibson wanted to expand its DTC (Direct to Consumer)
business, while maintaining strong relationships with
trusted partner sellers and:
▪ Build retail channels/ engagement tactics from
scratch while still supporting partner sellers.
▪ Engage a diverse customer base, from beginners to
professionals, with relevant content.
▪ Increase engagement across channels and convert
single-channel to multi-channel customers.
▪ Use data to understand customers and build loyalty.
The business. needed to connect with fans across all levels of
expertise, and different purchasing channels. Using the SAP
Emarsys Customer Engagement platform the business could
learn more about their customers and engage consistently and
thoughtfully across each customer’s preferred channel by:
▪ Connecting various data sources (product, sales, behavior,
app) to the SAP Emarsys integrated data layer
▪ Using unified data to scale personalization and execute
across channels and customer lifecycles
▪ Deploying strategies & tactics including cross-sell, upsell,
abandoned cart and welcome journeys to drive revenue
▪ Connecting the Gibson app and Gibson Garage data to
SAP Emarsys to leverage data and power personalized
content
Gibson can now connect all its engagement channels for
a more holistic customer experience. Using email as
their main engagement channel, Gibson leverages first-
party data to drive personalization across other channels,
communicating with customers where they are to drive
awareness, purchase, and loyalty.
Their next step is to continue driving better connections
and experiences between environments, sellers, brands
and continue expanding to new channels. The plan is to
continue to enhance foundational automation to drive
better journeys to increase loyalty and explore how to
improve this further with a connected, integrated loyalty
program, powered by SAP Emarsys.
PUBLIC
Rocking omnichannel customer engagement
3
Increase in revenue from email since first
using Emarsys in 2022
of revenue driven by marketing automation
in 2024
email engagement since using Emarsys
120%
Gibson Inc
46% 2x
Gibson wanted to expand its DTC (Direct to Consumer)
business, while maintaining strong relationships with
trusted partner sellers and:
▪ Build retail channels/ engagement tactics from
scratch while still supporting partner sellers.
▪ Engage a diverse customer base, from beginners to
professionals, with relevant content.
▪ Increase engagement across channels and convert
single-channel to multi-channel customers.
▪ Use data to understand customers and build loyalty.
The business. needed to connect with fans across all levels of
expertise, and different purchasing channels. Using the SAP
Emarsys Customer Engagement platform the business could
learn more about their customers and engage consistently and
thoughtfully across each customer’s preferred channel by:
▪ Connecting various data sources (product, sales, behavior,
app) to the SAP Emarsys integrated data layer
▪ Using unified data to scale personalization and execute
across channels and customer lifecycles
▪ Deploying strategies & tactics including cross-sell, upsell,
abandoned cart and welcome journeys to drive revenue
▪ Connecting the Gibson app and Gibson Garage data to
SAP Emarsys to leverage data and power personalized
content
Gibson can now connect all its engagement channels for
a more holistic customer experience. Using email as
their main engagement channel, Gibson leverages first-
party data to drive personalization across other channels,
communicating with customers where they are to drive
awareness, purchase, and loyalty.
Their next step is to continue driving better connections
and experiences between environments, sellers, brands
and continue expanding to new channels. The plan is to
continue to enhance foundational automation to drive
better journeys to increase loyalty and explore how to
improve this further with a connected, integrated loyalty
program, powered by SAP Emarsys.
PUBLIC
4
When you buy Gibson guitar,
the relationship does not start
or end at that point. Guitar is really like a
lifelong journey for people.
And so, for us to be able to connect
with them throughout different steps
in that journey has been really vital.
Jonathan Martz
Senior CRM Manager, Gibson
PUBLIC
When you buy Gibson guitar,
the relationship does not start
or end at that point. Guitar is really like a
lifelong journey for people.
And so, for us to be able to connect
with them throughout different steps
in that journey has been really vital.
Jonathan Martz
Senior CRM Manager, Gibson
PUBLIC
GLOBAL CHALLENGES
Challenges
BUSINESS CHALLENGES
PUBLIC 5
Post-pandemic, customers are increasingly looking for
meaningful experiences and connections - not just
transactions - from the brands they love.
Without these, shopping online can create a disconnect,
where products are more typically sold via in-person
experiences—sound, feel, and craftsmanship matter for
musicians.
While the pandemic drove a renewed interest in music and
hobbies that benefited brands like Gibson, the challenge
was to sustain this momentum in a digital-first world.
The business had created digital experiences, but needed
to bridge the gap to physical interactions, ensuring
musicians could connect with their instruments.
Johnny B Goode’, ‘Layla’ and ‘Wonderwall’ all have one
thing in common – they, like countless other classics, were
all written on a Gibson guitar.
However, as the business evolved, it faced a pivotal
challenge: how to scale direct-to-consumer (DTC) while
preserving the harmony with its long-standing trusted
partner sellers like Guitar Center and Sweetwater.
Historically, revenue relied on partner sellers, but to drive
future revenue the brand needed a stronger direct
connection with fans.
The business challenge was bridging online, in-store, and
partner experiences seamlessly and selling directly to
customers while maintaining trust with partner retailers.
Challenges
BUSINESS CHALLENGES
PUBLIC 5
Post-pandemic, customers are increasingly looking for
meaningful experiences and connections - not just
transactions - from the brands they love.
Without these, shopping online can create a disconnect,
where products are more typically sold via in-person
experiences—sound, feel, and craftsmanship matter for
musicians.
While the pandemic drove a renewed interest in music and
hobbies that benefited brands like Gibson, the challenge
was to sustain this momentum in a digital-first world.
The business had created digital experiences, but needed
to bridge the gap to physical interactions, ensuring
musicians could connect with their instruments.
Johnny B Goode’, ‘Layla’ and ‘Wonderwall’ all have one
thing in common – they, like countless other classics, were
all written on a Gibson guitar.
However, as the business evolved, it faced a pivotal
challenge: how to scale direct-to-consumer (DTC) while
preserving the harmony with its long-standing trusted
partner sellers like Guitar Center and Sweetwater.
Historically, revenue relied on partner sellers, but to drive
future revenue the brand needed a stronger direct
connection with fans.
The business challenge was bridging online, in-store, and
partner experiences seamlessly and selling directly to
customers while maintaining trust with partner retailers.
PROJECT OBJECTIVES WHY SAP
Objectives
6
Gibson Inc chose SAP for its comprehensive SAP Emarsys
consumer engagement platform, allowing for seamless
integration of data across channels to provide personalized,
scalable customer experiences.
The decision was driven by SAP's ability to unify data sources,
enabling Gibson to better understand and engage customers
through integrated and automated campaigns.
SAP's solutions supported Gibson's goal of increasing
engagement and loyalty by leveraging first-party data
effectively. The alignment of SAP Emarsys with Gibson's vision
of delivering meaningful, personalized customer journeys
made it the ideal choice to implement this transformative
initiative.
Gibson Inc set the following objectives for this project:
▪ Increase engagement across channels – create
seamless, personalized experiences across digital, in-
store, and partner touchpoints to deepen customer
interaction.
▪ Convert single-channel to multi-channel customers –
engage buyers beyond their initial purchase, through
the channels they prefer
▪ Strengthen customer relationships & loyalty – foster
long-term engagement, catering to both beginners and
seasoned musicians.
▪ Leverage data for personalization – deliver tailored
content and recommendations to guide customers
through their musical journey.
▪ Balance DTC & retail partnerships – build a DTC model
that coexists with retail partners, supporting a B2B2C
approach without disrupting existing relationships.
PUBLIC
Objectives
6
Gibson Inc chose SAP for its comprehensive SAP Emarsys
consumer engagement platform, allowing for seamless
integration of data across channels to provide personalized,
scalable customer experiences.
The decision was driven by SAP's ability to unify data sources,
enabling Gibson to better understand and engage customers
through integrated and automated campaigns.
SAP's solutions supported Gibson's goal of increasing
engagement and loyalty by leveraging first-party data
effectively. The alignment of SAP Emarsys with Gibson's vision
of delivering meaningful, personalized customer journeys
made it the ideal choice to implement this transformative
initiative.
Gibson Inc set the following objectives for this project:
▪ Increase engagement across channels – create
seamless, personalized experiences across digital, in-
store, and partner touchpoints to deepen customer
interaction.
▪ Convert single-channel to multi-channel customers –
engage buyers beyond their initial purchase, through
the channels they prefer
▪ Strengthen customer relationships & loyalty – foster
long-term engagement, catering to both beginners and
seasoned musicians.
▪ Leverage data for personalization – deliver tailored
content and recommendations to guide customers
through their musical journey.
▪ Balance DTC & retail partnerships – build a DTC model
that coexists with retail partners, supporting a B2B2C
approach without disrupting existing relationships.
PUBLIC