Guitar Center announced the appointment of a new chief technology officer, selecting a niche retail industry veteran to freshen up the consumer shopping experience and bring new tools to the chain’s digital operations.
The retailer tapped Adolfo Rodriguez for the role of executive vice president, chief technology and information officer. Rodriguez will be responsible for the end-to-end technology vision and execution for Guitar Center’s business. Now, in hiring Rodriguez, Guitar Center hopes to deploy disruptive technologies while reimagining its customer experience. He will also report directly to Guitar Center CEO Gabe Dalporto.
His arrival on the executive team follows other high-level Guitar Center hires this year. Recently, Guitar Center brought in Michael Martin to lead retail and sales operations. It also hired Kristin Shane to head merchandising and marketing.
Guitar Center is No. 108 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest online retailers in North America. Digital Commerce 360 categorizes Guitar Center as a Toys & Hobbies retailer.
Guitar Center’s new head of technology
Adolpho Rodriguez, executive vice-president, chief technology and information officer, Guitar Center | Image credit: Guitar Center
Rodriguez has experience in niche product categories. He came to Guitar Center from Advance Auto Parts, where he helped implement internal technology innovations. Previously, he also served in leadership roles at both Citrix and IBM. In addition, he brings a personal passion for music, having co-founded a band called Mind the Gap that performs for charity events.
“I am thrilled to join Guitar Center at such a pivotal time in its history,” Rodriguez said. “As a passionate musician and advocate for leveraging technology to drive business growth, I am eager to blend my professional expertise with my personal experience.”
Dalporto praised Rodriguez’s past experiences as an asset to Guitar Center, which has over 300 stores nationwide.
“His expertise in core retail systems and processes and his passion for transforming the customer experience make him a perfect fit at Guitar Center,” Dalporto said. “We are confident that we will reach new heights under his leadership and deliver groundbreaking solutions to our customers.”
Guitar Center’s strengths
Guitar Center is a survivor in the “category killer” space, which it shares with retailers like PetSmart, Party City and others that grew through dominating niche categories.
Mike Allmond, a longtime retail veteran and co-founder and vice president of the apparel and specialty chain Lover’s Lane, said Guitar Center’s personnel moves this year are hitting all the right notes.
“Retail has had to adapt to rapid disruption from ecommerce businesses and direct-to-consumer sales,” he stated. “In our niche, it has become critical to leverage technology and find the right people to manage a growing tech stack. From my 30-plus years in retail, Guitar Center is doing the right things to remain relevant.”
Allmond underscored that Guitar Center’s in-store offerings provide the chain with certain advantages.
“The specialized customer experience helps customers select the right products, something that general merchandise retailers most likely won’t be able to do,” Allmond said. Guitar Center can also build on its core business by offering lessons, instrument rentals and other music-centric experiences.
“In a retail landscape that is seeing a lot of bankruptcies and store closures, it is survival of the fittest, and the fittest are going to be those that continue to innovate at every level,” Allmond said.
Do you rank in our databases?
Submit your data and we’ll see where you fit in our next ranking update.
Sign up
Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, Twitter, Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.
Favorite