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D’Addario Rocks Out with Artifi Product Customization


D'Addario is a leading manufacturer of strings for classical guitars, bass, ukuleles, banjos, mandolins and other instruments. The heritage company also distributes and produces musical accessories such as drum heads, drum sticks, and guitar picks.


D’Addario was using an older flash-based product customizer for its line of drum heads. This product customizer was no longer supported by most common web browsers. Flash was supported through an additional download process creating customer experience headaches.

This lack of compatibility, along with a lack of mobile support, lead to a poor shopper experience. Additionally, the customizer was limited in the ability to add new products, and thus D’Addario was limited in how many customizable products it could sell. Frustrated with its antiquated system, D’Addario needed a better product customizer.


D’Addario chose Artifi to improve its product customization experience and provide a rockstar solution. Artifi empowers D’Addario shoppers with a contemporary customer experience through a HTML5-based product customizer that allows for mobile browsing and eliminates the need for required system downloads to ensure browser compatibility.

Artifi also allows D’Addario to add more product SKUs, doubling what could be customized on its former product customizer and enabling D’Addario the ability to continue to add more products and SKUs based upon shopper demand. The SKU-based configuration of Artifi creates a live visual proof, reducing the need for shoppers to call customer service, and encouraging them to keep on rockin’.

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