HMV overhauls loyalty scheme

HMV has folded its award-winning loyalty scheme PureHMV into a new digital platform MyHMV, designed to bring together its multichannel operations and provide more personalised offers instore and out.
As part of the overhaul, HMV will introduce free WiFi at its 270 high street shops, enabling members to interact with the brand once they are in an outlet.
MyHMV will become a hub for the brand’s programme of in-store events so that it can build up a profile of customers attending events and make every interaction with the brand “more rewarding and richer”.
The platform will be marketed heavily through social media and in-store where customers can use the online platform to access content such as music streaming, movie clips and reviews or product demonstrations to enrich the in-store experience.
The 2 million PureHMV’s members will be signed up automatically to the new platform and all MyHMV members will still be able to collect and redeem reward points as before.
HMV e-commerce and marketing director Mark Hodgkinson claims the new scheme offers a “360 degree platform that integrates loyalty with online and offline retail, social media and content”.
He said: “In its own right rolling out WiFi isn’t interesting, but it’s about what we’ll do with it to bring MyHMV to life. We want you to be able to access all the value and richness of HMV through it. We want to make the world of HMV much bigger for customers and provide digital interaction alongside stores. It’s a move away from the one size fits all relationship and it’s a more instantaneous relationship than traditional CRM.”
PureHMV was rolled out in 2009 by then head of CRM Matt Button as the company’s first insight programme. Button left earlier this year, and now heads up Underwired’s marketing strategy team.

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