Musical Instrunment Case Study.


Musical Instrument Manufacturing


Enhance the ecommerce experience for their customers and share social proof to retailers.


Collect reviews and customer imagery, integrate the content into the Magento ecommerce environment, and syndicate to retailers like Guitar Center.


223.8% conversion lift for shoppers interacting with user-generated content on their website, and 112% on Guitar Center.

The Opportunity

For musicians, the Zildjian name is legendary; the brand has a very loyal and passionate customer base. Its cymbals are a high-consideration item, with size specifications ranging from 12 to 20 inches and several additional varying characteristics.
One reason Zildjian wanted to focus on crowdsourcing reviews – and ratings and reviews in particular – from its fanatical community was to help provide critical insights from musicians to help others select the right product for their needs.
Not surprisingly, the greatest Zildjian and Vic Firth buyer consideration is how the products sound, so capturing video was deemed a critical experiential proof point in the path to purchase. To get its ratings and reviews program rolling, Zildjian worked with Reviews Junction to orchestrate a review solicitation and collection strategy.

Multiplying the Impact of Reviews Via Syndication

One of Zildjian’s most significant go-to-market channel partners is Guitar Center, the world’s largest musical instruments retailer, and a Reviews Junction ratings & reviews software customer. “Guitar Center’s first-hand positive experience with Reviews Junction was an important reference for us,” said Burgess. “And, since they were already on the Reviews Junction platform, this also made for seamless integration and synchronization of our reviews syndication program.”
The launch of the Zildjian ratings and reviews program and syndication to Guitar Center along with Zildjian’s network of dealers was instantaneous as part of the implementation process.

Powering Future Growth

In the past, Zildjian relied on its dealer network to understand what was working or not working when it came to marketing and product strategy. Now that Zildjian has tapped into the voice of the customer, it has a direct customer feedback loop that will be extremely beneficial to the growth of the company moving forward, says Burgess.
“We now have a qualitative data set to share with our marketing and product development team to assist in their efforts. We can also provide our dealers with this information so they are aware of our product performance at a greater scale. We’ve just begun to scratch the surface here.”
Additionally, Zildjian has plans to coordinate its ratings and reviews program with its artist relations team to drive additional impact when a new product is launched in conjunction with well-known and influential drummers from across the music world. “We see these two efforts as very complimentary to expand our circle of influence in the drummer community,” said Burgess.

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