HMV hires EHS Brann for group loyalty initiative

by Ed Kemp, Marketing 15-May-07, 08:30

LONDON - HMV Group is introducing a points-based loyalty scheme, which will include rewards from sister retailer Waterstone's.

HMV has run several such schemes aimed at specific groups such as students and video-gamers, but the latest initiative is intended to encompass all its customers.

The exact nature of the programme has yet to be finalised, but it is understood that customers will be able to accumulate points by making purchases in either HMV or Waterstone's and redeem them against future purchases. The scheme is set to debut later this year.

HMV has hired EHS Brann to handle the launch, after it won a competitive pitch against OgilvyOne overseen by HMV marketing director Graham Sim.

The decision to introduce the scheme follows a successful trial across Waterstone's stores in the South-West and Wales. The pilot was created by OgilvyOne.

EHS Brann will create a range of direct material to promote the scheme. Activity will include on- and off-line communications, with online work managed by the agency's digital department Euro RSCG 4D Digital. CRM and database management will be handled by EHS Brann Discovery.

Earlier this year, HMV and Waterstone's hired OMD UK to handle their consolidated UK media business, worth an estimated £24m. OMD was the incumbent on HMV's £19m media account; the Waterstone's business moved from PHD.