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RetailCraft 50 – “Bring Joy” – in conversation with Mark McKenzie, Technical Director at GuitarGuitar

Welcome to a special episode featuring Mark from Guitar Guitar, who joins us to celebrate the company’s 20th anniversary. Hosted by Ian Jindal, Editor-in-Chief of Internet Retailing, and Georgia from Adobe, this episode dives deep into the evolution of Guitar Guitar and its unique approach to music retail.

Mark shares the history of Guitar Guitar, from its humble beginnings to becoming a significant player in the music retail industry. He discusses the company’s commitment to providing a personalized customer experience, both online and in-store, and the challenges and triumphs they’ve faced over the years.

The conversation touches on the innovative ways Guitar Guitar has integrated technology to enhance customer interaction, the importance of maintaining a physical store presence, and the company’s recent transition to an employee-owned business model. Mark also highlights their efforts in music education and community engagement, reflecting on how these initiatives align with their core values.

Join us for an insightful discussion about the past, present, and future of Guitar Guitar, and learn how they continue to make music more accessible and enjoyable for everyone.


Run time: 33 minutes


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Guitar Guitar – and

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Mark McKenzie:

Georgia Scott:  

Ian Jindal:   and 

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