guitarguitar's journey

to pitch-perfect customer experiences with Feefo

Case Studies


The UK’s largest guitar retailer and multi-award-winning company, guitarguitar, is on a mission to deliver the best possible customer experience and service. As an employee-owned brand, like Waitrose, each of its 160 expert staff is invested in and committed to delivering the same too.

As well its six stores across the UK it sells online now too. And, despite its name, the company deals in more than just guitars. It also sells digital drums, amps, pedals, synths, keyboards, and many other things as well.


‘’Our 4.9 out of 5 Feefo rating is one we take a lot of pride in talking about and promoting. The next step is to get 5/5.’’

Robert Simpson, Operations Director


4.9 / 5

Feefo rating

The Challenge

Other than anecdotal feedback, the business had no way of knowing what customers thought of guitarguitar. So they couldn’t, as they put it, ‘’celebrate the positives and overcome the negatives.’’


How Feefo has helped

Feefo’s platform has made it easy for guitarguitar to ask customers what they thought of its service and products. The fact the request for feedback wasn’t coming directly from the company has allowed customers to be totally candid in their replies too.

guitarguitar uses any negative reviews it gets to address issues directly with the customer, so they can put things right and win back their trust.

The company also uses this feedback to proactively improve its processes, procedures, and policies. And it views this as one of the reasons it’s been able to become the UK’s biggest guitar seller, with online sales now representing 50% of its business.

Each week guitarguitar sends company reports on the Feefo feedback it gets and uses it in its planning and decision making. For example, issues they saw reflected in its scores have helped it improve its online sales and support team management. It’s also improved its packaging standards as a direct result of Feefo reviews from customers.

As Feefo is a Google Licensed Content Partner, guitarguitar has been able to use its impressive star ratings within both organic and paid search campaigns too. That’s proved to be a massive trust signal for new and existing customers.


100% genuine feedback

As an invite-only platform guitarguitar knew all its Feefo reviews were from verified buyers. So it could be sure the feedback it was getting was real. This meant it could confidently use the insights it received, good and not so good, to drive its management policies.


Beyond just stars and words

In addition to star ratings and opinions of the services and products they’ve had from the company, Feefo allows customers to include their own content – such as pictures of them with their instruments. And guitarguitar has found this very valuable in boosting its authenticity, which in turn helps build brand loyalty.



increase in web traffic



boost in on-site conversions (YoY)

The Results

With approaching 33,000 verified customer reviews, guitarguitar has:

• Seen its website traffic grow by over 23%

• Increased on-site conversions year-on-year by 29%


guitarguitar's review of Feefo

‘’Feefo makes it easy for guitarguitar to find out what our customers really think about us as a business and understand where we can improve. Without Feefo’s insight, we’d not have taken many of the steps we have over the last two years to improve our customer experience and would have lost some customers. Feefo gave us the chance to engage with them for a second time and turn negatives into positives.’’

Robert Simpson, Operations Director


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