HMV hires Lynchpin to probe path to purchase

UK-- Entertainment retailer HMV has engaged web analytics firm Lynchpin in a bid to understand how its online display advertising drives purchase behaviour on its e-commerce site.

Lynchpin's technology will drop a cookie on a web user's computer whenever it encounters a HMV display ad, allowing the retailer to anonymously track what other sites a person visits in the lead up to making a purchase on HMV.com.

Andrew Hood, Lynchpin managing director, said: “Consumers look for products far and wide online. They are active on search engines, sites with banner ads and price comparison sites. With so many things going on, the problem lies with accurately assessing how customers found and bought the final product.”

The contract will run for a year. HMV's head of online Justin Moodie said: “We want to better understand how our customers engage with us online, but not when on our site.”

Author: Brian Tarran