EHS Brann Discovery is supporting the launch of HMV’s unique new rewards scheme, purehmv, through the development of a new customer relationship management (CRM) system.
purehmv, which has been launched nationally following a six-month trial across 33 HMV stores in the pilot regions of East Anglia and West Midlands, will enable customers to redeem points they have earned on purchases made at any of HMV’s 260 UK stores nationwide or online at hmv.com against ‘money-can’t-buy’ and other fantastic items. Rewards include red carpet treatment at UK film premieres, access to gigs and music festivals, signed artist product and memorabilia and plenty more.
EHS Brann Discovery’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.
In turn, the system will provide the functionality to analyse sales data by customer types and spending behaviour to allow for better targeted and more relevant communications on promotions and offers.
This will make the customer’s journey more personal, relevant and valuable. It will also make HMV’s marketing more efficient, profitable and insightful.
Richard Greenhalgh, Managing Director at EHS Brann Discovery commented, “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.”
For further information, comment and images, please contact Elizabeth Mercer or Phil Borge at Eulogy!
Phone: 020 7927 9999
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