HMV: Engagement programme

With the decline of traditional entertainment formats, HMV, the UK music and entertainment retailer, needed to refocus on its audience to engage, retain and drive revenue from both retail and online buyers of music, DVDs and digital downloads.

HMV: Engagement programme

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THE TEAM

Mark Brennan, Matt Button, Lisa Davidson, Jenna Gugich, Jim Nicholson, Leigh Brady, Nathan Sukkar, Kerry Levere, Mo Van Praag.

WHAT IS WONDERFUL ABOUT THIS WORK?

A multi-channel engagement programme to deliver new capability, designed to strategically drive engagement with millions of online customers and loyalty cardholders, using precision 1-2-1 eCRM, email and DM. Activity has driven 16% incremental revenue and ROI of over 600%.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

HMV is in a tough market. The decline of traditional entertainment formats requires radical changes within a business that has...

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