News

Marketing Week features HMV’s successful ecommerce operation

Laura Kemp
Laura Kemp
  • 03 Apr 2017
  • 20 min read

We’re delighted to see further success of HMV’s ecommerce platform, as highlighted in a new article by Marketing Week. In an interview between Marketing Week and HMV’s Head of Ecommerce, Steve Partridge, and Head of Marketing, Patrizia Leighton, the brand’s strength and digital offering – including Ridgeway’s development of their ecommerce site - were explored in detail.

HMV shop front

The article discusses HMV’s brand refocus and subsequent confidence about the future. The high street retailer has prioritised its ecommerce operation since going into partnership with our digital team. The brand’s ecommerce website was launched in June 2015 following a period of serving as an editorial hub for news around the music industry. The new website has proven to be a success thanks to its ability to enable the brand to broaden its product range, and move into click-and-collect amongst many other features.

Ridgeway’s digital offering

The home of entertainment went truly digital in 2015 by offering a mix of exclusive content, compelling mobile optimised design, and secure online sales to create an engaging and profitable customer experience. The site was fully responsive and optimised for sales with carefully considered design at every stage. Our expert UX Design team worked on clear navigation and visual signposting to create a compelling journey for customers from browsing to purchase.

The site benefits from maximum ecommerce functionality whilst maintaining minimal effort. This is thanks to Ridgeway’s exclusive Ecommerce Accelerator product, which incorporates tailored discounting, exclusive customer service modules, and many more features in less time and budget than a traditional ecommerce build. We’ve since added some additional online features, including intelligent search tool, Bloomreach, to track the browsing history of HMV members to provide them with sophisticated music and film recommendations.

Getting great results

Figures show that between 24 October 2016 and 28 February 2017, the number of transactions on store.hmv.com increased by 67% as overall revenues rose 76%. Basket size was also up by 69%. Similarly, the fact that the website now balances editorial articles and ecommerce is a plus, according to Leighton. “The majority of our competitors aren’t necessarily in both the retail space and the content space. That gives us an advantage.”

Evidence of the website’s success was highlighted when HMV won an Ecommerce Award late last year in the ‘Best Electronics, Computing, DVD, Film, Games, Music & Toys eCommerce’ category. The awards shine light on the UK’s best agencies and companies in the ecommerce space, and other winners at the awards included Amazon, Tesco, and Argos.  

HMV also enjoyed recent success when it nudged Amazon off the top spot by becoming the UK’s largest music retailer, attracting 41,000 new shoppers along the way. The ecommerce site was also featured in the Which? Top 100 online shops, receiving a special mention in the watchdog’s write-up: ‘high street stalwart HMV’s online offering has a decent ranking of ninth place, and many find its website simple to use’.

We look forward to joining more success with the HMV team! 

To find out more about the work we did on the HMV website, or to see our impressive client portfolio, why not get in touch?

Laura Kemp
Laura Kemp
  • 03 Apr 2017
  • 20 min read