After the second administration, the Pure hmv loyalty scheme was folded. This was the primary tool for stitching together customer data between in-stores & online. I was the first person to identify the opportunity of eReceipts within hmv as being able to not only plug that gap, but also provide significantly richer and deeper data sets. I put together the initial business case for the project, identifying the costs and potential revenue upside from the scheme, as well as modelling out Good, Better, Best case scenarios, and KPIs to track. I presented this business case to one of the directors, and it was accepted immediately, beginning the process of setting up eReceipts.

I was involved from the very beginning of setting live the project, including designing and building email templates, developing out in-store POS, managing issues that came up and analysing KPIs and reporting. Through this process we were able to prove the value of eReceipts for the wider business, and demonstrate that the modelling I had done was in fact significantly more conservative than actual uptake. This meant that not only was the project more valuable to the business than initially believed, it was significantly more so.

After the initial trial was completed and the results confirmed our projections, we then rolled this out to all 120 stores in the UK. I then moved my role over to integrating the store eReceipt data into Bloomreach Engagement. This involved developing with the IT team systems that allowed us to enrich eReceipt data with as much item data as possible. This meant that eReceipt data became the gold standard for segmentation and analysis, allowing for detailed personalisation for customers within digital marketing. This also allowed for identification of opportunities across both the ecomm & in-store commercial elements of the business, to spots items & collections that were selling well online but not in-store, or vice versa.

This project has revolutionised hmv as a business, giving it for the first time a unified view across in-store & online, and allowing the many solid assets to work together in concert for a true omni-channel shopping experience.