Hmv Final

Presented By Celina Sanchez5 June 2009E-Marketing/Prof. D Tomas

Presentation Contents

• I. What is HMV?• II. Why is HMV.com important?• III. What is the future for HMV.com?

–Positive Elements–‘Constructive Criticism’ Elements

• IV. Conclusion

What is HMV?

Historical Perspective on HMV.com• His Master’s Voice (HMV) is a click ‘n brick

– Founded in 1921 on Oxford Street, London as one of the first destinations for popular music

– 250 outlets in UK; 692 outlets in Canada, Ireland, Hong Kong and Singapore

– Includes Waterstone’s, a book retailer– 2008 sales were 1.8 billion GBP (up 11.3% from

07); before tax profit, 56.6 million GBP (up 25.2% from 07)

Historical Perspective on HMV.com

Why is HMV.com important?

The Internet is the future of HMV!• HMV.com is the e-commerce site for the

UK/Ireland• Offers both physical and downloadable products• To leverage its stores and online presence,

HMV.com also now includes getcloser.com, a social discovery website

• Main competitors include Amazon.com, Play.com, and other mass merchants, like Asda.com

The Internet is the future of HMV!

• As part of its strategy, HMV wants to grow HMV.com to around 20% of HMV’s UK and Ireland total sales!

• HMV.com sales for 2008: 107 million GBP (or 10% of total sales)

What is the future of HMV.com?

What is the future of HMV.com?

Clear script and color

Personalization features

Loads of product and information available

Easy to purchase goods

Simple graffics

Product categories clear and easy to nasivgate

Safe site for purchases

Clear search results

Strong brand recognition

Always have the latest stock on sale

Pages are consistent

What is the future of HMV.com?

Solution #1: Cut down on information, graphics, headlines on homepage

• Clear up the homepage so that it is not so cluttered

• Make the initial visit to the site ‘easy on the eyes’

• Only show what is most important and necessary

• Focus on one promotion, one list of up-coming hot releases and one list of best sellers

More info to scroll down

Repeat of information

Solution #2: New proposal to grab attention, explain ROI

• Right now, “Get Closer” is the grabber• New campaign of “We know entertainment”• Communicate to the users that all their music,

film, game, and digital needs can be met at HMV.com– Using HMV.com will expand your music, film,

gaming, digital knowledge– You will feel fulfilled and not need to search

around other entertainment sites

Where is the grabber?

Solution #3: Organize hierarchy of information

• Get rid of unnecessary information and various text boxes (ex: Mojo Honours list)

• Everything else can get shuffled into its respective tab (music, DVDs, games, etc)

Loads of lists and perhaps an abundance of information

Distracting and annoying

Important info not at the top!

Solution #4: Create stronger synergy between the stores and the website

• Permit consumers to return goods to the store

• Provide more incentives to visit the local store, such as special in-store concerts, signings, listening parties

Button for store finder hard to locate

Solution #5: Make ad campaigns consistent with HMV.com

• “My inspiration” magazine campaign– Juxtaposed current hot bands (Glasvegas) with

their idols (Elvis)– Not only marketing current releases but also

catalog

• Creates a sense of trust: HMV is about the music and not just the business side of music

Solution #6: Use technology that is hidden

• Create a listening widget that does not entail the user downloading additional plugins

• K.I.S.S. method—Keep It Simple Stupid

Need a special plug-in to listen!

Solution #7: Utilize the Getcloser.com site

• Cool concept but not enough push to get users to Getcloser.com

• Users want the interaction so let them have it• Make the link to the site more prominent so

that when they click on the link a NEW tab will open up to Getcloser.com

Where is the HMV signage? Link?

Concluding Remarks

• Overall, the HMV.com architecture is awesome– Great search engine, great social interaction

concept, great amount of information– Best of all: easy to use!

• STILL, there are things that need to be improved in order to satisfy the online shopping experience that converts user from a passive to active consumer

Many thanks for your attention!

• Questions?• Comments?• Concerns?