UK entertainment retailer HMV has launched an interesting new customer loyalty scheme that offers members the chance to snap up a range of limited edition or hard to find items not available on the High Street.

Following a successful trial in the West Midlands and East Anglia, Pure HMV is to be rolled out nationwide. Money spent either in the shops or on HMV’s website will be added to a user’s account, with 100 points available for every £1 spent.

Examples of the items on offer include a guitar signed by Kasabian, tickets for the UK premiere of Transformers: Revenge of the Fallen, signed artwork by Paul McCartney and the chance to work as a roadie at the upcoming Download Festival.

“The Pure HMV rewards scheme will be unique in the market place,” HMV’s head of CRM marketing Matt Button stated. “There is no other card out there that gives people access to such amazing, ‘money-can’t-buy’ rewards ranging from signed guitars to VIP tickets for film premieres.

“The real beauty of it is that in getting our customers closer to the music, film and games they love, Pure HMV will also enable HMV to get even closer to its customers.”