Company size

As one of the UK’s leading entertainment retailers of music, films and games, hmv needs no introduction. A well-established high street name with a history starting in the 1920s, hmv has evolved over the years to deal with the changing, complex landscape of the retail world. Meeting its challenges head-on through intelligent business decisions and technological changes, it now trades in over 120 stores in the UK and more than 110 locations in Canada.

The challenge

hmv wanted to relaunch its loyalty points program to appeal to new and existing customers and encourage brand loyalty. In line with hmv's focus on ensuring a competitive presence online, they needed customers to be able to use the points scheme online as well as in-store. They had to be capable of being used for money off in-store, online, against online competitions, for magazine subscriptions and with partner retailers. hmv had to have a back-end system to manage the above, but also they needed to manage members, process orders, and include partners to the platform.

The solution

We built a front-facing site with a full e-commerce solution and a fully-functioning back-end enabling hmv to manage members, process orders and include partners to the platform. This had real-time processing of orders etc. In order to achieve all of the above, we integrated with APIs with the existing points engine developed by hmv. We also enabled the updating and extraction of information with an external database of membership details. hmv are now able to offer their customers membership to purehmv. A loyalty system allowing points to be built up from purchases and redeemed against the wide range of value additions discussed above, and which also enables opportunities such as priority access to in-store events. All of this is offered through real-time processing, improving the customer experience. By doing this, hmv are able to increase brand loyalty, brand image and, ultimately, increase sales through the purehmv experience.