HMV owner Hilco has hired Dan Truscott as managing director of its soon-to-be-relaunched customer loyalty programme, Pure.

Truscott, who has worked in customer loyalty for both Barclaycard and GE Money, will relaunch Pure in October 2013 in the UK and will also update the scheme for HMV Canada, which is also owned by Hilco.  

Irish entertainment retailer Xtra-vision, which Hilco acquired out of receivership in June, and HMV Ireland, which will launch in September, will also join the Pure programme.

The loyalty scheme will carry new branding and will have a “whole new look and feel” according to the retailer.

HMV chairman Paul McGowan said: “We are very pleased to have recruited somebody of Dan’s calibre to develop and grow the customer loyalty programme. This appointment demonstrates our commitment to re-enter and grow the Pure customer loyalty service and to properly engage with our customer base which already numbers over five million registered members.”

“The new Pure scheme will bring unique rewards to its members and we will continue to seek other relevant partners to join the programme.”

The hire follows the appointment of new ecommerce director James Coughlan, which revealed last week.