As customers and retailers look across all touchpoints rather than siloed channels, so IR retailer reviews look at the entire retailer’s eco-system of website, mobile, the use of digital in store and their overall strategy. Longer in-depth analysis of the four areas can be viewed online at www.internetretailing.net. This issue our reviewers examine HMV.
Rob Thurner, Managing Partner, Burn The Sky
Three months after HMV went into administration, restructuring company Hilco bought 144 of the shops. The entertainment brand went on to record £16.7m in operating profit between January 29 and December 28, 2013. More recently, HMV regained its crown as the UK’s top music retailer from Amazon.
From a digital perspective, since its restructuring the entertainment retailer has:
> Overhauled the editorial-led HMV.com responsive website, including loyalty scheme purehmv;
> Launched music download service HMVDigital.com and accompanying app HMV Music in a bid to go toe-to-toe with iTunes;
> Relaunched its ecommerce site Store.HMV.com following a two-year hiatus.
Today there’s integration between HMV’s various digital offerings – though a ropey user experience makes it feel like a work in progress. Given the retailer’s other achievements over the last three years, perhaps that’s unsurprising.
HMV has done an admirable job in turning its fortunes around since its early-2013 troubles, but the chain’s various mobile offerings have a way to go before troubling the digital big boys. Just for starters, our priority list would include additional integration, a UX rethink, design continuity and some ecommerce TLC.
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