The company has created a campus in Fort Wayne, Indiana, complete with a huge warehouse of instruments, a guitar gallery, a music academy, a recording studio, a diner, a coffee bar, a theater, and a giant metal slide that runs through the atrium. In short—absolute heaven for music lovers.
And the team at Sweetwater is downright dedicated to passing on that joyful spirit to every potential customer it comes across. In fact, Sweetwater is famous for including a bag of candy in every order that ships from its warehouse.
Every customer of Sweetwater’s is paired with one sales rep—for life. The retailer employs 300 Sales Engineers to help customers select the right gear and product models.
The Sales Engineer is assigned to a customer in Sweetwater’s database and is always the point-person throughout that customer’s relationship.
The social team, led by Steve Dwyer, is extremely proud to optimize Sweetwater’s renowned customer service through the power of social media.
Since Steve joined Sweetwater in September 2014, he has worked to scale this unparalleled customer service with the newest possibilities to do so online.
Equipped with the power of social media listening, Sweetwater has a digital way to invite online fans – who might otherwise be anonymous – into personal relationships with its team of Sales Engineers.
The process of buying a musical instrument, like a guitar, is intensely personal.
Sweetwater takes great care to make the in-store experience playful and customized—so Steve’s challenge is to provide the same experience online in an efficient and cost-effective way. This dedication to fans online is used hand-in-hand with the store’s digital marketing efforts, including Sweetwater’s famous online “Guitar Gallery.”
The Guitar Gallery is a high-res photo tour for guitar seekers to flip through. Every guitar that they have in store, the employees take out of the box to photograph, and upload it to the site.
Let’s say the Sweetwater warehouse has four guitars in a specific model in stock. Customers can pick which of the four guitars in a specific model they’d like down to the glistening finish.
Before being shipped off, each guitar goes through a thorough 55-point evaluation, and the buyer receives a certificate with the purchased guitar.