My plan for HMV in terms of products is a bit of an overhaul. Based on the research I carried out in my Development booklet, I found that it was no longer a good idea to stock DVDs or CDs and instead the shelve spaces will be transferred to focus on the new stock.
This will be split into three main areas, music, photography and merchandise. The music will include vinyl records and electronics (e.g. speakers, record players, headphones etc.). The photography will include instant cameras, instant camera film and products that will be used alongside side photography (e.g. frames, stands, lenses, cases and accessories). The merchandise will include clothing, pop vinyl’s, posters and all sorts of different products that are branded with entertainment brands (music, film and TV).
The place element of HMV is going to be changed dramatically. There is going to be a dedicated app and a membership system. On this app, customers will provide their email and then can login to build a collection of vinyl’s, compare collections with friends, get price/stock updates on vinyl’s in their wish list and learn about new releases. On the app the customers can also link their Instagram and be apart of HMV’s Polaroid community where pictures are shared based on using the power of the instant camera format. The app will also allow customers of the store to vote for what album to be played next, each album will then be played on vinyl, set up by a member of staff and then played throughout the store to show off the quality of the vinyl players and speaker sold. This will also give people something to enjoy in the cafe/bar area which is another part of what the store is going to adopt.
In terms of promoting HMV, the experience factor is going to be pushed through imagery and copy. There will be advertising on social media platforms including Snapchat, Instagram and Twitter due to these being where the majority of my target market will see them. There will be a push on social media to get people to wear band t shirts, hold up vinyl’s, share their Polaroid’s, all with a HMV associated hashtag.
