Lots of hand wringing around about the news that HMV has followed Jessops in going into receivership. Given that HMV reportedly have 38% of the UK music market as well as some major gig venues, distribution and ticketing, it’s going to shake things up.
This is a wakeup call for High Street chains. In my experience, the thing that has reduced my spend is poor customer service. There’s no way any bricks and mortar shop can compete with online vendors on price so the differentiator has to be something that adds real value to the shopper. The problem is, as times have got harder, service and flexibility has plummeted.
Some examples. Just before Christmas, HMV had an Android tablet on their web site for a very good price. I ordered one and got the email to say it was on the way. Then it got interesting. People on the various bargain hunter websites such as HotUKDeals started to chatter about the rumour HMV didn’t actually have any. It then moved on to this being a regular thing with HMV. An awful lot of people said they had vowed never to shop there again having been caught out before. Sure enough, my order turned sour. Whether incompetence or policy, it seems HMV’s website had no real stock management and would happily accept orders for products that didn’t exist. People remember these sort of things and after looking around, it seemed within a certain section of the online community at least, HMV had joined Sony as one of the companies people loved to hate.
Another example. I used to buy a lot of stuff at Jessops. I mean a lot. They could always be relied on to do a deal. They couldn’t always match the best online prices but if they got close, they got my business as I valued being able to browse, especially on high value items. As their fortunes dipped, so did their interest in deals. Whereas once they could be relied on to knock £999 down to say £850, the last time I went there they knocked 50p off a £450 lens IF I BOUGHT A FILTER TOO. They were pretty surly about it to boot. That was the last time I shopped there.
In both these examples, they lost customers for stuff they really should be doing right, but weren’t.
Going back to HMV, there’s been some interesting blogs today from people on the inside and it seems the senior management were woefully missing the way things were going such as dismissing downloading music as a fad, saying they didn’t need a web presence (OK, that was a while ago) or throwing out marketing people for pointing this sort of stuff out to them. Old school thinking in a world that was no longer old school. Time and time again they clung on to the old model, sure they would win through and that each new tech opportunity was a temporary thing. Bad news HMV, you were too late to every party and now people have stopped inviting you.