Unique rewards for HMV loyalty scheme

Entertainment retailer HMV has launched its new loyalty scheme, PureHMV, which allows customers to redeem points collected from transactions against 'money-can't buy' items.

The scheme costs £3 to join and lets shoppers collect 100 points for each pound spent in-store or online. Members receive a newsletter and email alerts when new offers and rewards are announced.

Points can be traded in for concert tickets and items such as posters signed by musicians and film directors including Bob Dylan and Martin Scorsese, guitars signed by rock bands and games consoles. The special items are dispatched with free delivery.

"The Purehmv rewards scheme will be unique in the market place. 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," says HMV head of CRM marketing Matt Button.

The scheme has been trialled at HMV stores in the West Midlands and East Anglia since October last year, distributing rewards including a Gibson SG guitar signed by Paul Weller.

EHS Brann has been the lead agency on Purehmv. It has been responsible for much of the research, strategy and development of the project, and which will continue to manage member communications. HMV's brand consultant Venturethree developed the brand identity and creative for the membership card and online arena, and IT partner Clarity Commerce developed the technical infrastructure.