Guitar Center revises Web wish lists for holiday shopping season

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Guitar Center has revamped its online wish list feature to allow musicians to personalize and share their lists of desired gifts for this holiday shopping season.

Musicians can create an online “wish list poster” and personalize it based on their favorite music genres. They can then drag instruments they want onto their wish lists and upload their own images. Once they create the poster, they can share it with family and friends via Facebook, Twitter and e-mail.

The goal of the application, which launched November 10, is both to retain existing customers and to acquire new ones.

“We hope that this will catch the eye of our regular site visitor, but we think it will trigger new customer activity because of the social component,” added said Scott Archambault, director of customer acquisition at Guitar Center. “Musicians are very social with each other.”

The campaign ties to Guitar Center's holiday gift guide catalog mailing, which will be distributed this week. Consumers who create these wish lists are given a coupon for 10% off a single item.

Guitar Center worked with Organic, an Omnicom-owned digital agency, to create the tool. The effort is the first time the company and the agency worked together.

“It is very difficult to shop for musicians, because musicians all have very personal preferences; there are a million vagaries about what kind of guitar a musician might prefer,” added Archambault. “We wanted to create a highly shareable and fun wish list to help people to communicate this holiday season.”

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