October 01 2007

HMV rebrand leads to results

The rebranding of HMV.com has resulted in the "highest-ever margin rates, average transaction values, email open rates and email sales", reports the online business. The new look site - which launched during the first week of September - incorporates HMV's new brand identity and 'get closer' strap-line, a fresh creative approach and provides online shoppers with enhanced usability.

Justin Moodie, HMV's Head of Online, explained: "After months of usability research, design and coding we've completely changed the look and feel of the HMV site - it's more open, bright and welcoming.

"We've changed our messaging to make it easier for customers to find what they want and then buy it; standardised our icons to make the site more intuitive; and updated all our promotions and offers to reflect the new look of the company.

"Our customer e-shots have also been redesigned to be easier to use, more interesting to read and better targeted to what customers want.

"And that's just the start. In the coming weeks and months we'll be introducing a ratings and reviews system, customer tagging, a new wish-list, an improved shopping basket and checkout, better navigation, an integrated digital / physical product offering and a new in-store kiosk, with free downloadable music and movies. All of which is designed to allow customers to find what they want and buy it as quickly, easily and enjoyably as possible."

HMV's digital design agency Code Computerlove has been instrumental in the re-design of the site and online marketing.

Emma Herrod