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Case study: Ridgeway revitalises HMV's ecommerce store

By Adele Button | Marketing Manager



The Drum Network article

This content is produced by The Drum Network, a paid-for membership club for CEOs and their agencies who want to share their expertise and grow their business.

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January 20, 2020 | 3 min read

Following their acquisition by Sunrise Records in February 2019, HMV has been working with Ridgeway as their digital agency to upgrade their existing ecommerce solution and provide a more streamlined user journey. The upgraded website went live in November 2019 in time for the peak season of Black Friday and the Christmas period.

Ridgeway has worked in partnership with HMV since 2015 when the home of entertainment launched its very first ecommerce store. The online store has gone from strength to strength with traffic, transactions and revenue increasing year on year.


The new solution has been built in the latest version of Kentico, V12, which provides the team with enhanced features which have been carefully crafted to deliver content to users quickly. Stocking over 61,000 products, the new platform is built using the latest tech stack which provides improved performance and reduced load times, with pages responding in less than 0.105 seconds. With over 80,000 pages Kentico offers hmv an ideal, technically robust platform to cope with a site of this size while delivering great site speed and performance.

In addition to the platform upgrade, HMV needed a more streamlined checkout journey, particularly for mobile users. The Ridgeway team have designed and built a faster checkout which shortens the journey from up to four to just two steps. The new checkout also features a summary banner and a delete option.


Black Friday is the busiest day of the year for the hmv team and this year was no exception. The site seamlessly handled over 150,000 users on the day itself with a peak of 1,440 concurrent users. On average the site was handling over 6,000 users per hour and achieving an ecommerce conversion rate of 3.75%. The HMV solution is hosted with Microsoft Azure to ensure a flexible and functional solution allowing the site to manage these huge peaks in traffic with ease.

Terry Roffey, retail and ecommerce applications manager, said: “Performance plays a major role in our success. Having a high-performing site is vital to engage and retain our customers. The upgrade to Kentico V12 has meant we are able to provide the fast, smooth online experience our users expect.”

Simon Cole, managing director, Ridgeway, said: “It has been a pleasure working with the hmv team over the last five years and see their ecommerce site go from strength to strength. The latest version of Kentico will provide even more opportunity and the team are reaping the benefits already.”

The HMV team will continue to work with Ridgeway on lots more exciting developments in 2020. Check out other client projects or get in touch with the team to see how they can help you.

Technology Agency World

Content by The Drum Network member:


We work with a diverse portfolio of clients that includes Krispy Kreme, Yo!, De Beers, Twinings, Silver Spoon and hmv, building their brands and audiences through beautiful design and immersive content.

From copywriting, SEO and design projects to full ecommerce website builds, we’re experts in crafting and building immersive digital experiences that grow a more invested, engaged and loyal audience for our clients.

Our approach is upfront and collaborative, involving our clients from the start through information gathering workshops that explore ideas, unearth the details, and give honest direction. This understanding is brought to life by our experts in strategy, customer experience, digital marketing, design, and development.

Our work wins awards. We’re the current holder of Kentico Site of the Year, won the Ecommerce Award at The Drum Recommends Digital Awards 2017 and won an Ecommerce Award for our work with HMV in 2016.

In short, we’re a straight-talking digital partner that delivers success.

See our work and discover more at

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