Website Design & Development | Marketing Strategy | Magento managed Services

D’Addario is one of the world’s most prestigious “makers of fine music strings,” crafting high quality strings for a range of instruments from acoustic to bass to ukulele. With a rich family history dating back to the 1700s, the company has grown to require the talents of people working together towards the same goal of growth, while staying true to the values and traditions that the company was founded on. Today, they manufacture products for strings, woodwinds, and percussions.


  • Because of D’Addario’s fragmented sales model, they wanted to create an opportunity for their loyal customers to interact with their brand. They needed a platform to engage (a website) and a reason to engage (a loyalty program).

  • D'Addario looked to Groove for Loyalty Program Recommendations, Marketing Strategy + Multimedia Strategy, Analytics & Reporting Refinement, Maintenance of Magento Site

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  • Together, D’Addario and Groove came up with The Players Circle, a loyalty based rewards program where customers earn points that can be turned in for D’Addario branded merchandise.
  • Groove worked with Sweet Tooth to develop a rewards program that created value for the customer as well as providing valuable data for D’Addario’s marketing efforts. By integrating this data with D’Addario’s analytics, D’Addario was able to identify profitable customers.
  • To drive awareness and engagement, we created a rich site experience and launch marketing for the program.
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The Results

  • “The team at Groove really understood the complexities of digitizing our loyalty efforts and quickly identified Sweet Tooth as the optimal Magento extension to power the reward functionality in our Players Circle program.  The cyclical rewarding process we envisioned 3 years ago was brought to life by this collaboration and stands as the pillar of our digital marketing efforts at D’Addario.”


  • 18%Decrease in bounce rate
  • 74% Increase in traffic
  • 47% Increase in sign-ups
  • 3
    Minutes increase in time on site

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