HMV Introduces New Integrated Platform to Build Stronger Brand Reputation
Aiming to better integrate its multichannel operations and offer more personalised experiences to engage consumers, HMV is set to scrap its traditional loyalty programme in favour of a digital platform.
The My HMV platform will seek to combine a number of previously "fragmented" marketing initiatives to produce a stronger single brand identity covering online and offline retail.
As part of the upcoming roll out, the entertainment retailer will introduce free Wi-Fi at its 270 High Street shops across the nation so that when consumers enter one of their stores, My HMV will automatically send them a welcome message with an invitation to the new programme.
HMV e-Commerce and Marketing Director, Mark Hodgkinson, commented: "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. Pure HMV's two million members will be automatically migrated to the new platform and customers will still be able to collect and redeem reward points under the new My HMV platform."