HMV’s loyalty card scheme has surpassed two million users in the UK.
PureHMV allows customers to collect points with every purchase, which can then be spent on exclusive products such as signed items, merchandise and concert tickets.
The scheme launched in May 2009 after extensive trialling and has been so successful that HMV has taken it to other territories.
HMV’s head of CRM Matt Button told MCV that video games have played a significant role in the success.“Gamers can be incredibly loyal and dedicated, so it’s no surprise that game-related items and experiences are amongst the most popular rewards,” he said.
“Games suppliers have been great supporters of the scheme. We had a huge response to the launch of the 3DS, when a large number of PureHMV members attended the spectacular Nintendo launch party at Old Billingsgate.”
Reaching the 2m milestone is even more impressive given the £3 charge for the loyalty card.
“We deliberately wanted to build in a threshold so only the most committed customers sign up,” Button added. “That way, you know they aren’t just going to just throw the card away after a few weeks.”