HMV boosts CRM functionality

Retailer improves systems supporting loyalty card scheme to better target products and services

HMV customers can earn points instore and online. Pic credit: Edward

HMV is revamping its loyalty programme, using new technology that integrates with its customer relationship management (CRM) system to improve the analysis of customer behaviour and better target promotions.

The retailer’s new scheme will allow consumers to earn points in-store and online, which could be swapped for rewards such as music festival tickets.

The loyalty programme is supported by a back-office engine provided by Clarity Commerce that links to the firm’s point-of-sale systems and processes data from all stores and web sites.

Data from the loyalty scheme is fed hourly to HMV’s customer relationship management (CRM) system. This in turn analyses sales data by customer types and spending habits in order to better target promotions and offers.

Following a six-month trial across 35 HMV stores, the firm aims to launch the new rewards scheme in time for Christmas.

Being able to analyse sales data in real-time will translate into improvements in the level of service as well as marketing efficiencies, said Matt Button, head of CRM marketing at HMV.

“Using this data, we can better target customer segments with relevant new promotions and offers. This level of relevant targeting is powerful and will enhance the HMV customer experience, ” said Button.