Cool Stuff Money Can’t Buy

HMV’s efforts to reinvent itself now include a new customer loyalty initiative that promises to get members closer to the music, movies and games that they love by offering them “cool stuff money can’t buy.”

“Whether it’s walking the red carpet with their favourite stars, hanging out backstage at the hottest gigs in town, or signed merchandise, PureHMV guarantees access to a whole host of exclusive offers and surprises,” the marketing blurb explains.

PureHMV members can also redeem points against money off in HMV stores and within HMV’s new digital music store, magazine subscriptions and in other retailers, now including Topshop and Topman.

At the beginning of the year the high street chain collapsed with debts of more than £180 million. Since being bought out of receivership by restructuring specialist Hilco, it’s tried to restore itself to former glories. 

At the end of October it re-launched its website to focus fans’ attention on what was so great about HMV in the first place.

“One of the disappointing things is that in recent years, in terms of content, the company was a little lax in recognizing what they were actually having in the stores,” was how HMV chairman Paul McGowan explained it to Q magazine.

PureHMV was originally launched by HMV Group in 2008 and many of its 1 million active members had point balances on their cards when the previous HMV went into administration.