HMV has achieved success following from its multi-channel efforts, according to the latest Entertainment Retail Barometer.

Successful tactics include offering digital versions of physical products at point-of-sale, a Click & Collect service, in-store Wi-Fi for enhanced customer experience, a host of mobile apps and better online integration of its PureHMV loyalty programme.

The retailer has improved its market share in the first three months of this year by 1.7 per cent to 19.2 per cent. This means it is catching up with online rival Amazon, which currently holds a 19.9 per cent share of the total entertainment retail market.

However the overall online marketplace has seen a growth in market share by 2.7 per cent year-on-year. Nevertheless, HMV's attempt to improve its performance by growing its digital business through a multi-channel strategy is now paying off.

HMV's marketing and e-commerce director, Mark Hodgkinson, comments: "The business has been focussed on survival, but as we move forward now we're able to start putting some plans in place. We've got a clear roadmap, it's now about making sure we execute it."

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