HMV has unveiled its new transactional website, store.hmv.com, marking the entertainment retailer’s return to selling physical products online in the UK for the first time since the business was acquired by Hilco Capital in April 2013.
The launch of the new website follows overwhelming customer demand and a highly successful trial in Ireland.
Reflecting the successful revision of HMV’s bricks-and-mortar store ranges, layouts and promotional strategy under Hilco’s ownership, the new online store provides a clean and clear, easy-to-shop environment which focuses on HMV’s core vinyl, CD, DVD and Blu-ray product ranges. In the coming months, additional ranges will be added, including entertainment franchise merchandise and t-shirts, while customers can already purchase music downloads and event tickets from the HMV’s other websites.
Just as HMV’s stores have hit a sweet spot with customers by replacing generic was/now discounting with curated promotions which draw on the entertainment specialist’s expertise, such as ‘US TV’, ‘Every Home Should Have One’ and ‘HMV loves…’, the same prices and promotions are available online, together with multi-buy offers such as HMV’s hugely successful ‘5 Blu-rays for £30’. HMV’s approach provides a fresh take on entertainment ecommerce and marks a significant point of difference to its online competitors.
The product range offered online exceeds that of HMV’s largest stores and includes numerous HMV-exclusive products, such as its hugely popular exclusive Blu-ray steelbooks, together with the ability to pre-order forthcoming titles.
Further development throughout the year will see the site integrated with hmv.com, HMV’s flagship editorial and content website, to provide reviews, interviews, staff picks and features alongside products. While members of HMV’s award-winning loyalty programme, PureHMV, can currently earn points on online purchases, PureHMV will also be more tightly integrated with store.hmv in the coming months.
HMV Chairman Paul McGowan commented: “Our trial in Ireland over the past 12 months has proved beyond doubt that ecommerce sales are incremental rather than cannibalising the retail stores.
“While we remain cautiously optimistic, store.hmv will become HMV’s biggest store worldwide and we’re well placed to achieve that with a strong team and streamlined operations in place.”