Fender has announced that it will no longer sell its Fender Custom Shop online grocery shopping site, after users complained about the store’s poor user experience.
The online store was one of the first to launch in 2017, and since then has been a key component of Fender’s online store business.
Fender Custom has been around since 2013 and was initially designed to help people customise their guitars, but over the years it has grown into an online marketplace for guitars, amplifiers, amps, pedals and more.
Fender says the move will help it “reduce the barriers to entry for new customers”.
The store, which has been operating under the Fender name for almost two decades, was designed to be an online hub for customers to find the right instrument for them.
“We have always tried to make the experience as easy as possible to shop,” Fender said in a statement.
However, the company says the site’s current design and user experience were not as easy to use as it could have been.
“Fender is a global leader in quality guitars and amplifiers and is the only company that offers complete online catalogs, plus over 50,000 new guitars, amps and pedals at affordable prices,” it said.
A user who bought an Fender Precision guitar, for example, was told that it needed to be installed and re-wired by an Fenders technician.
“We’ve found that many customers were not able to find this information, or did not know where to look,” the company said.
Fenders website also had problems with a lack of colour options, and the product pages lacked an option for “customer ratings”.
“It was obvious that the website needed to have a more user-friendly design and better customer service,” the statement said.
Fenders has also struggled to compete with a range of cheaper online retailers that cater to smaller, more niche markets. “
Customers need a greater understanding of what they are purchasing, and also a better understanding of the products they are buying.”
Fenders has also struggled to compete with a range of cheaper online retailers that cater to smaller, more niche markets.
In 2018, Fenders started selling online from the UK and Europe, but this was not until 2019.
Fending said it plans to move to more mainstream retailing over the coming years.
“Over the next few years, we will be rolling out a range more accessible to the broader Australian community, and we’ll also be expanding our focus in the US, where we have seen a significant increase in orders from our customers,” the retailer said.