HMV Set to Reinvent Itself with Fresh Consumer Strategy and Marketing

Following Hilco's £50m acquisition of the HMV chain in April, they are now preparing to relaunch the ailing brand in a bid to gain some of its former glory before it was crushed by the advent of digital content.

Hilco is soon to announce a range of changes, including recruiting a number of key new marketing personnel to spearhead the rebrand. HMV has also shifted its media planning and buying account with OMD to The Seven Stars agency.

The relaunch campaign is expected to roll out later this year, with HMV thought to have an annual marketing budget of around £4m (half of what it previously had).

Plans in the pipeline include the retailer relaunching its website with a focus on streaming music and film, instead of selling physical CDs and DVDs. This new strategy replaces the previous model which saw HMV losing money whenever it sold physical products online because of distribution and postage costs.

HMV is also rumoured to be launching a UK version of 'The Vault' - a digital streaming platform officially launched in April by its sister business in Canada (also owned by Hilco) after four months of beta testing.

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