FENDER PLAY
One of the biggest challenges facing the guitar industry is retention: how do we encourage people to not only buy guitars, but become lifelong players? Fender’s research has shown that for every 100 people who buy a guitar for the first time, only 10 of them tend to stick with it beyond the first year. Obviously, a guitar company has a vested interest in converting more of those players into lifetime customers, but there’s more to it than that – and from talking to some of the people behind Fender Play, it
