Red Planet in tune with left-handed guitarists

Sales figures at a guitar shop in Cannock have rocketed after its website hit the right note with customers.

Liz Beauchamp and Ross Keeling set up left-handed guitar specialist store Red Planet Guitars with his son Richard and her daughter Libby in March 2007. Recently the National B2B Centre, which is based at the University of Warwick, offered its assistance when Ms Beauchamp and Mr Keeling sought help increasing visitors to the company’s website.

The centre carried out a website assessment and also supplied expert advice which assisted the company with their essential IT purchases.

“The impact of changes to the website has been phenomenal and has undoubtedly helped us to grow,” Ms Beauchamp said. “Before the changes we would sell between two and three guitars a week but now we regularly sell at least seven or eight.”

It was not just the quantity of business that increased for Red Planet Guitars but the international level on which it was taking place. The company regularly receives orders from as far afield as Australia, Slovenia, Sweden, Italy and the United States.

The idea behind the company was to provide instruments to left-handed guitarists’ specific needs. A shortage of left-handed instruments inspired the co-founders to set up the business which began as an online store.

Since then the company has opened a shop premises at the Hawks Green Business Park and deals in right-handed instruments with the emphasis remaining on left-handed product ranges. “Myself, Ross and his son are all left-handed and the idea was born when Ross was not being able to get the style of guitar he wanted,” Ms Beauchamp said.

• www.redplanetguitars.co.uk