purehmv Canada is a entertainment customer rewards program implemented by HMV Canada Inc. The loyalty program

Loyalty program

Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior which is potentially beneficial to the firm....

 is modeled off of the rewards program of the same name currently active in the UK HMV

HMV

His Master's Voice is a trademark in the music business, and for many years was the name of a large record label. The name was coined in 1899 as the title of a painting of the dog Nipper listening to a wind-up gramophone...

stores. Though Canada and the UK program share the same name, the memberships are separate and not interchangeable.

History

purehmv Canada officially launched on June 14, 2010, with more than 300,000 customers joining the program in its first four months.

Method

The program rewards customers (who pay a $3 CAD fee) with points given for purchases made at HMV stores and websites. Customers can then redeem their points at purehmv's website, which offers music, films, games, and promotional items.

Marketing exclusivity

The brand works to build cachet through offering exclusive item which can only be redeemed with the program's reward points, embodied in their marketing tagline: "cool stuff money can't buy". Such items, distributed throughout the four categories of reward items, include limited edition collectibles and autographed merchandise.