As Oasis bring Britpop roaring back to UK arenas, one sound is unmistakable: the Gibson guitar. A staple of Noel Gallagher’s career and an iconic brand for thousands of musicians across generations, Gibson’s legacy is remarkable. Behind the scenes, its future is being powered by personalisation.
The legendary guitar brand has achieved a 120% uplift in email revenue since adopting the SAP Emarsys Customer Engagement platform to drive greater personalisation, as part of a major shift towards direct-to-consumer retailing that is turning musical moments into lasting customer loyalty.
Gibson has also doubled its email engagement figures, achieving a 50% uplift in email-driven revenue within the first year alone, and increasing the contribution of automated marketing to 46% of its total revenue in 2024, up from 36% in 2022.
With SAP Emarsys’ Consumer Products Engagement Report finding that email remains a preferred channel for UK consumers, the overall impact of email on Gibson’s business outcomes has also risen by 27% over the same period.
As the Oasis reunion tour sparks renewed interest in 90s sound and style, Gibson remains the guitar of choice for musicians across genres. But cultural relevance alone doesn’t drive loyalty. According to the SAP Emarsys Customer Loyalty Index, 60% of consumers stay loyal to brands that personalise experiences to their preferences, and Gibson has got that down to a fine art.
“At Gibson, we’re building relationships with people who love music. SAP Emarsys has helped us tell our story more personally, and at scale, which has been key to the growth we’re seeing,” said Jonathan Martz, CRM Manager at Gibson, speaking during April’s 2025 Personalisation Masterclass.
Martz explained that Gibson continues to invest in a diversified business model; 45% of UK marketers see launching new channels for customer engagement as a priority for 2025, and Gibson is no different. With email established as a foundational engagement channel, Gibson has connected data sources and additional channels, like mobile, apps, and in-store, to create targeted, meaningful interactions at every stage of the customer journey through the channels they prefer.
Once reliant on third-party dealers, the brand is now focused on driving sales through its online store, has launched two experiential retail sites in Nashville and London, and introduced a dedicated learning app for aspiring guitarists.
Bridging the online and offline experience has been central to Gibson’s success. Customers who visit Gibson Garages, often making a special trip during visits to Nashville or London, remain connected to the brand long after they leave, through personalised e-commerce, mobile and app-based experiences.
“When someone walks through the doors of a Gibson Garage, it shows they’re truly passionate about the brand. SAP Emarsys has made it possible for us to continue that conversation after they leave, whether that’s through personalised emails, wish list updates, or learning journeys in the app,” Martz added.
Gibson is now looking ahead to the launch of a new loyalty programme, aiming to reward and nurture its dedicated customer base. With new customer loyalty schemes and rewards the #2 priority for UK consumers, and more than a quarter of us (26%) using apps to engage with brands in 2024, the brand is looking to meet consumers where they hope to be met.
“Building emotional connections is essential to long-term success. Gibson shows how heritage brands can scale digital engagement without losing the authenticity that makes them special. Their ability to engage buyers beyond the initial purchase — through preferred channels and immersive experiences like the Gibson Garages — demonstrates a commitment to creating exceptional moments and nurturing lasting customer relationships. As a marketing provider, we believe loyalty is earned through meaningful engagement, not just transactions,” said Daniel Hagos, Managing Director at SAP Emarsys UK.
To learn more about Gibson’s journey, sign up for September’s Personalisation Masterclass at the SAP Emarsys Festival here.
