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HMV loyalty programme offers rewards ‘money can’t buy’

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HMV has launched PureHMV, a loyalty scheme enabling customers to redeem points they have earned on purchases made at HMV stores or at for a range of “money-can’t-buy” items.

Customers pay £3 to join, online or in store, and receive points for all purchases made on the retailer’s website or in its stores. A new section of HMV’s site has also been set up where cardholders can view details of the rewards available.

The scheme has been trialled successfully at stores in the West Midlands and East Anglia since October 2008, says HMV, when rewards such as a Gibson SG guitar signed by Paul Weller, a walk-on part in the latest American Pie movie and VIP tickets to the European premiere of Star Trek were offered.

Examples of current ‘money can’t buy’ offers include:

  • Getting the red carpet treatment at the UK premiere of Transformers: Revenge Of The Fallen

  • An Epiphone Les Paul guitar signed by all the members of Kasabian

  • The chance to ‘roadie’ for Anvil and hang out back-stage with them after their performance at this year’s Download festival

  • A special edition Mean Streets film poster signed by director Martin Scorsese

The lead agency on the launch of PureHMV has been EHS Brann, which has been responsible for much of the research, strategy and development of the project, and which will manage member communications going forward. HMV’s brand consultants Venturethree developed the brand identity and creative for the card and online arena, and IT partners Clarity Commerce developed the technical infrastructure.

“The PureHMV rewards scheme will be unique in the market place,” says HMV’s head of CRM marketing, Matt Button. “There is no other card out there that gives people access to such amazing, ‘money-can’t-buy’ rewards, ranging from signed guitars to VIP tickets for film premieres. The real beauty of it is that in getting our customers closer to the music, film and games they love, PureHMV will also enable HMV to get even closer to its customers.”

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