EHS supports HMV reward scheme with CRM

EHS Brann Discovery is supporting the launch of HMV's 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 stores or online against 'money-can't-buy' and other items.

Rewards include red-carpet treatment at UK film premieres, access to gigs and music festivals, signed artist product and memorabilia and 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.

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