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Lynchpin to track HMV's online cosumer 's methods

High street retailer HMV has appointed analytics company Lynchpin to track how its online shoppers buy its products.

The one year contract will see Lynchpin aid HMV to continue the company’s online strategy to build the online side of its business and find how customers engage with the brands through its online retail presence.

Lynchpin will work with HMV’s marketing and web content teams where it has been tasked to accurately monitor and interpret information about how HMV's web purchases are made.

The Edinburgh based agency will introduce systems to enable HMV to track customer journeys across all online marketing mediums right through to POS. The will be tracked over a period to identify the buying procedures of its customers.

Justin Moodie, head of online for HMV, explained: “We want to better understand how our customers engage with us online, but not when on our site. Lynchpin’s tools and insight help make sense of an otherwise extremely complicated picture.”

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