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Fluid Powers Fender's Customizable Guitar Experience

Posted on 6.15.2016

To cater to the increasing demand for personalization from its customers, Fender Musical Instruments Corporation (FMIC) is debuting a new digital studio experience that gives consumers the ability to design their dream guitar via a variety of customizable options.

The experience, dubbed Fender Mod Shop, is made possible through a partnership with e-commerce solutions provider Fluid. In fact, Mod Shop is powered by Fluid Configure 3.0, which gives consumers an easy-to-navigate experience with the ability to see their custom designs from all angles as they build it.

“We are excited to launch the new fully customizable Fender Mod Shop, which is an organic next step in our continued commitment to accompany players on their musical journey,” said Andy Mooney, CEO Fender Musical Instruments Corp. “The more comfortable you are with your guitar, the better you play. Mod Shop grants you the ability and convenience to create a factory-manufactured model truly tailored to your personal preferences. With Mod Shop, you get exactly what you want, in every way.”

Through the experience consumers are able to select the look, feel and sound of their instrument by choosing one of four Fender models. Then, consumers can modify their selection with a curated menu of options like body color, pickups, pickguard material, fingerboard, hardware color and style, bridge and orientation to create a factory-customized model tailored to their personal preferences. Once the instrument is finished, orders are built to the specified options and shipped out within 30 days. It is also important to note that the Fender Mod Shop is available on both desktops and mobile devices.

“Consumers are seeking something different,” said Kent Deverell, Founder and CEO of Fluid. “They want the iconic Fender brand but also what no one else has, the Mod Shop says, ‘you can instantaneously have literally thousands of variations of our products


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