HMV on how consistency and community is fuelling its turnaround
Six years after being saved from administration, HMV has deepened its community connections and prioritised in-store experiences as its turnaround continues.
After falling into administration in 2018 – and being rescued a year later by Canadian entrepreneur Doug Putman – HMV has been on a mission to modernise and play into pop culture.
“We did a lot of work last year about how we segment the knowledge base that we have about our customers,” explains head of marketing, Kate Longbottom.
As part of a marketing and commercial restructure, earlier this month Longbottom was promoted to HMV’s top marketer after the departure of marketing and commercial director Patrizia Leighton.
Heading into her new role, Longbottom is focused on driving footfall as she works to “present products in the best way”, as the music chain looks to keep up with shoppers who are “massive fans of pop culture”.
