Guitar Center Turned Site Visits into Personalized Engagement with Acxiom

Guitar Center, the leading retailer of musical instruments, lessons, repairs, and rentals in the United States, was an early adopter of Acxiom's expanded Digital Recognition capabilities, and the product struck a wonderful chord.

With more than 90 percent pseudonymous website visitors, the company knew it had significant opportunity with digital recognition to deliver personalized experiences, increase conversion rates, and improve customer lifetime value.

"Prior to Acxiom, we could recognize 23 percent of site visitors among traffic on guitarcenter.com," said Alex Fernandez, senior director of CRM at Guitar Center, in a statement. "After integrating Acxiom's Real ID, we are able to recognize 35 percent, and that continues to increase over time. By bringing Real ID into our Salesforce stack, we now have full visibility into both our frequency of tagging and the effects of our automated optimizations, something the?previous vendor couldn't provide."

By integrating Acxiom's Real ID into Guitar Center's existing Salesforce Marketing Cloud, Guitar Center is now able to re-engage known customers who visit their websites pseudonymously through personalized emails with a new level of control and transparency not available through their previous black-box solution.

The results included more than 50 percent lift in recognition and 30 percent more accurate customer records available for personalization. In addition, the integration of Real ID into Guitar Center's Salesforce stack allowed them to orchestrate more of the customer journey directly through Salesforce, delivering improved personalized customer experience while increasing utilization of their Salesforce investment.

"Acxiom Real ID integrated seamlessly into our existing stack with minimal implementation effort," said Nahum Garcia, director of customer data at Guitar Center, in a statement. "Within a few weeks, we were able to transform previously sparse web signals into a much richer dataset that supports deeper segmentation, personalization, and activation across our customer data platform."