HMV readies tech push

HMV is to launch a major push for its consumer technology offering as it looks to arrest declining sales by moving away from the shrinking physical music and DVD retail market.

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The campaign highlights the headphones, speakers and tablet products it offers and encourages shoppers to “touch it, watch it, hear it, feel it, play it, wear it, live it”.

HMV has expanded its personal technology offer in its 250 stores with about a quarter of its retail space now dedicated to electronic devices and accessories.

The retailer has seen sales slump in recent years – its most recent financial report showed like for like sales dipped 11% in the year to April – as consumers’ appetite for physical music and sales wanes.

A television advertisement, soundtracked by French dance act Justice, breaks tomorrow (21 October) backed by radio, press and digital activity.

Ad variants highlighting special offers and different products will run until Christmas. The campaign was created with brand agency venturethree.

HMV recently drafted in former Asda digital head Mark Hodgkinson as its new marketing and ecommerce director.

https://www.youtube.com/watch?v=pKezYt_hpnM

Read Marketing Week editor Mark Choueke on the need for HMV to change strategy.

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