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Brief Published: 29 Aug 2011

HMV’s New Technology Format


Troubled British entertainment retailer HMV is launching a multi-media technology campaign and a new store format in a bid to overcome the sector’s serious hit from online downloads –in time for Christmas.

HMV will soon dedicate more than 25% of its floor space to technology accessories, from headphones to sound systems, from a variety of brands. This shift in focus was trialed in six stores earlier this year, resulting in a significant sales boost for the retailer, it claims.

The new format, which is accompanied by a TV and social media marketing campaign using the strap line “Play It, Touch It, Live It”, comes hot on the heels of the retailer doubling the size of its technology buying team.

For more on technology retailing strategy, look out for our report next week: Tech Boutiques.