HMV plans to extend its purehmv loyalty card to its live venues and cinemas once it is satisfied with its membership base.

The retailer is currently focused on managing the scale of the programme, which it launched in early May, and says that the insight it derives will be used to enhance its relationship with all its customers.

HMV head of CRM marketing Matt Button said that the project to put the necessary technology in place had been complicated as tills, the website, a reward website, reward fulfilment and customer services have all needed to be linked.

The retailer has worked with Clarity Commerce on the system that runs the loyalty scheme. HMV is running Clarity’s FREEDOM system as its back-office engine, which links to EPoS, and the purehmv website.

Clarity Commerce solutions delivery manager Simon Helliwell explained that one of the benefits of this complex integration is that the system updates in real-time. This means that a when a customer earns points in store or online, within a minute or two those points are available for them to spend through the loyalty website.