Visitors to the positioning will be unable to shop goods they’d find in store. That’s understood that HMV has accepted that it cannot compete with rivals resembling Play.com, Apple and Spotify inside the digital entertainment business.

Instead, HMV is offering a spot for users find information on new releases and older products, in addition to at the company itself, aiming to accumulate a faithful community round the brand and drive them into its stores.

The site was created by Code Computerlove and replaces a holding site that have been live since Hilco bought HMV out of administration back in April. It has a sturdy discuss content curated by a brand new editorial team, with staff across its chain of stores also contributing.

It is dominated by music content for the time being, however it will broaden far from this to spotlight the variability of entertainment products, including games and flicks, that HMV stores sell. It also integrates with HMV’s recently launched digital music store, providing 30-second track previews and allowing users to buy digital downloads via 7digital.

Personalisation will even play an enormous role, with HMV hoping to be told what users are buying in store and searching at on its website with the intention to offer a tailored experience, equivalent to news on local stores, favourite artists or upcoming movies. Users shall be ready to check in through 7digital or HMV’s loyalty programme, pureHMV, that is set to relaunch later this week.

Further improvements to the positioning also are planned. A search function is within the works, as is a whole product catalogue, while there’ll be more integration with downloads. However, there aren’t any plans in place right now to begin selling any physical products, equivalent to CDs or DVDs.