HMV loyalty scheme update to use CRM

A high-street retailer is to use customer relationship management (CRM) as part of its upgraded loyalty scheme.

Computing reported this week that the loyalty programme at HMV is to be subject to major changes, using the business management software to enhance the response to evolving customer trends and demands.

The company's central CRM server will receive hourly updates based on transactions both in-store and online, which will then be analysed by a team of experts at the retailer, who use the information to target upcoming promotions, sales and campaigns at the general public.

This development in HMV's sales techniques comes six months after the announcement in early November, when the organisation appointed Matt Button as the head of its CRM strategy following his hard work with motor industry giant Lexus.

"As a specialist retailer operating in an increasingly multi-channel world, effective customer engagement is, clearly, of critical importance to the business," said marketing director of HMV Graham Sim upon hiring Mr Button.

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