Guitar Center shifts strategy toward community and customer experience

American musical instrument retailer Guitar Center is refocusing its business model on customer experience and community engagement. The company aims to emulate the personal connection found in smaller, independent music shops by fostering deeper relationships between staff and customers.

As part of this approach, the retailer has lifted its unofficial ban on playing ‘Stairway to Heaven’ in stores, welcoming beginner musicians back to the space. Additionally, the company has revived its ‘Drum-Off’ competition after a ten-year hiatus. The most recent winner, professional drummer and teacher Jonathan Fortson from Alabama, participated in the event as a teenager before returning years later to secure a victory.