HMV picks new CRM system

HMV’s new rewards scheme, PureHMV, is using a customer relationship manager (CRM) system from EHS Brann Discovery.

PureHMV allows customers to collect points for transactions, then trade them in for ‘money can’t buy items or experiences such as autographed guitars or concert tickets.

EHS Brann Discovery is supporting the launch of the unique scheme, which has now gone nationwide after a six month trial across 33 stores in East Anglia and the West Midlands. The agency’s approach will utilise reward scheme data from multiple sources including HMV’s point-of-sale systems and in-store and website sign-ups, all of which will feed hourly into the CRM system.

The system will analyse sales data by customer types and spending behaviour to allow for better targeted and more relevant communications on promotions and offers. This aims to make the customer’s journey more personal, relevant and valuable and HMV’s marketing more efficient, profitable and insightful.

“The implementation of a CRM system will enable HMV to maximise the value it derives from PureHMV, and provides the tools to ensure that its approach to customer loyalty remains current and credible. Investment in customer loyalty generates a vast quantity of customer insight, and by carefully analysing this data and applying it to the interactions it has with its customers, HMV can continue to enjoy profitably and long term relationships,” says EHS Brann Discovery managing director Richard Greenhalgh.

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