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.
Clarity Commerce has used its proprietary retail solution, Freedom, to provide the back office engine required to run the scheme, which links to PoS systems and processes data from all stores as well as hmv.com and purehmv websites in real-time. The nationwide launch follows a 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.
“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,” says Matt Button, head of CRM marketing at HMV. “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 our CRM partner, 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.”
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