HMV is bringing its Pure HMV loyalty programme to an end as it prepares to roll out a new digital platform that it says will offer more personalised experiences for customers and integrate multi-channel operations.
Called My HMV, the platform is part of a previously detailed drive to roll-out more multi-channel initiatives from the retailer.
The new direction includes free Wi-Fi at 270 of the brand’s high street stores that will push a welcome message to customers as they enter, encouraging them to join My HMV.
The 360 scheme hopes to integrate loyalty perks with online and offline retail and social media content.
“In its own right rolling out Wi-Fi isn’t interesting, but it’s about what we’ll do with it to bring My HMV to life,” HMV’s e-commerce and marketing director told Marketing Week.
“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.”
The 2 million members that are currently a part of the Pure HMV scheme will be migrated to the new platform and will still be able to collect reward points under My HMV.
The initiative will be marketed through social media and in-store. The My HMV brand will also be used at ‘multi-channel café’ with Wi-Fi and free charging points.