HMV Launches Reward Scheme to Get Even Closer to its Customers

HMV is working with Clarity Commerce to launch a new scheme aimed at rewarding its core customers.

purehmv, developed in conjunction with Clarity Commerce, enables consumers to earn points on the high street and online, which they can swap for “money-can’t-buy” rewards such as VIP tickets to film premieres, gigs and music festivals and artist-signed merchandise.

purehmv members will earn 100 points for each £1 spent and can redeem these points against a range of rewards from the world of music, film and games.

Clarity Commerce has used its proprietary retail solution, FREEDOM, to provide the back-office engine required to run the scheme, which links to point-of-sale systems and processes data from all stores as well as hmv.com and purehmv websites in real-time. This data is fed hourly to HMV’s CRM partner, EHS Brann Group, to enable it to analyse customer types and spending habits, and better target customer segments with relevant new promotions and offers.

The nationwide launch follows a successful trial at 35 stores in the West Midlands and East Anglia over the past six months. Development is underway for Phase II – with updates to the rewards scheme planned for launch before Christmas.

Matt Button, head of CRM marketing, at HMV, explains: “Customer feedback on the trial was extremely positive, and rewards such as a Gibson SG guitar signed by Paul Weller, a ‘walk-on’ role in the latest American Pie movie and VIP tickets to the European premiere of Star Trek were snapped up.

“The technical infrastructure provided by Clarity Commerce was integral to making the scheme work online as well as in-store. Sales data are streamed real-time to a central hub and feed into EHS Brann hourly for them to analyse customer types and spending habits. Using this data, we can better target customer segments with relevant new promotions and offers. This level of relevant targeting is powerful and will enhance the HMV customer experience. ”

Tony Houldsworth, business development director at Clarity Commerce, says: “Competition in the entertainment sector is coming from not only other retailers, but from digital developments such as internet television, cinemas and other venues. The need to use technology to help build hard-working loyalty programmes has never been so important. Securing additional revenue from a ‘budget-challenged’ audience is tough.

“Reward schemes are a proven way of increasing customer loyalty, helping to bring back customers and their spend, time and time again,” he adds.

Further information can be found at http://pure.hmv.com, and customers can join the scheme for just £3 in-store or online at HMV.com.
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