Ben Greener of Andertons Reveals How a Guitar Shop Became the World's Best Music Store

What does it take to turn a local guitar shop into the world's best music store? Jamie Hamer sits down with Ben Greener, Head of Technology and Marketing at Andertons, to find out.

Ben has spent 11 years at Andertons, starting as a content writer at 20 and growing into the role that now drives one of the most impressive e-commerce and content operations in retail. In this episode, they get into how Andertons built a YouTube channel with over a million subscribers, what their replatform to BigCommerce actually unlocked and why Ben thinks your on-site browsing experience is about to matter far less than you expect.

They also dig into the tension between storytelling and selling, what it really means to build an agile culture inside a heritage business and why the shift from SEO to GEO is the trend most retailers are completely unprepared for. If you want to know how a lean 15-person team continues to out-innovate retailers ten times their size, this episode is well worth your time.

About Andertons Music Co.
Andertons Music Co is a family-owned music retailer based in Guildford, Surrey, founded in 1964. Stocking 400+ brands across guitars, keys, drums, and studio gear, it is one of Europe's largest independent music stores. Its YouTube channel, with over a million subscribers, is widely regarded as the gold standard for content-led commerce in music retail.