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, ...