Fender Centralizes Product Information

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Fender Centralizes Product Information


Fender Musical Instruments Corp. has selected EnterWorks’ product information management solution to organize, centralize and manage its diverse content and product attributes.

Because the manufacturer launches a significant number of new guitar products and accessories each year, it's critical to create and present specific attributes to showcase unique features yet still pass all system validation and export rules.

According to Chris Ingraham, Fender's vice president of IT–solutions delivery, the centralization of product content and information via the PIM solution has been invaluable. “Initially, we brought on EnterWorks to help organize information that was stored all over the place — in marketing materials, SAP, image databases, various websites, etc. We made it available on our consumer website first,” he said. "However, once we realized how simple the solution was to use, we decided to use it throughout all our channels.”

Currently, Ingraham and his team are rolling out a program that will make Fender's product content available to the company’s global dealer network through a new business-to-business portal. 

While some of the main drivers for creating a new dealer portal are updating the design and improving performance, the new portal will also introduce several features not available on the old website such as serial number lookup, archived product searches and the ability to download inventory, parts lists, and new product overview files.

“Via ongoing PIM updates, we have truly made it the center for all product information at Fender. We continuously ask ourselves how we can distribute the information to all our consumer sites (both Fender and our specialty brands) as well as our dealer touch points (new product announcements, price lists, marketing materials,),” Ingraham added. “We continue to look for additional opportunities, including customizing for specific dealer needs as well as for regional variations and translations — all which will be managed by the PIM team.”