HMV is introducing new point of sale (PoS) software across its store estate as it looks to continue its recovery under the ownership of restructuring firm, Hilco.

The music and film retailer has replaced its legacy PoS system with technology that allows its staff to conduct assisted selling in store via mobile devices, and as part of a wider in-store tech refresh it has reduced the number of fixed tills by 10%.

Existing tech partner, Omnico, has supplied HMV with its 'omniBasket' software for the PoS refresh, and the new technology has been deployed on some 1,200 units across the retailer's UK estate. It marks an extension of that particular vendor partnership, as HMV has already been using Omnico's 'omniEngagement' software to manage consumer promotions and the retailer's 'Pure' points-based loyalty scheme at the point of purchase.

HMV is looking to the new system to help provide a platform for offering more targeted customer promotions in store. The retailer can now also now take advantage of any modern payment innovations, including Apple Pay, although no official plans to launch this service have been announced.

Darren Houghton, head of IT for HMV, remarked: "Our customer experience is incredibly important to us as we look to interact more with consumers prior to, and during their purchase.

"Omnico truly understands consumer behaviour in a retail environment, and they are continuing to push the boundaries of what's possible. That's why we chose Omnico, and are working with them closely on our technology strategy."

News of HMV's latest investment comes as the business has been ranked the second largest entertainment retailer in the UK, in terms of market share.

Kantar Worldpanel data shows that in the 12 weeks to 10 April 2016, HMV overtook Tesco as the main challenger to Amazon in the entertainment space. While it still sits five percentage points behind Amazon, HMV did close the gap during the quarter to within one percentage point, which Kantar said was an indication of the former high street giant's return to consumers' minds.

Such a strong performance from HMV has not been reported since it entered administration in 2013, which led to Hilco taking over and running a much changed and smaller scale organisation.

According to Kantar, HMV has created an in-store environment that "stimulates and excites consumers like it did in its heyday". This was backed up by data which indicated that over half of its sales in the quarter came from customers who had not planned to make a purchase – above the market average of 38%.

Click below for more information:

Omnico

Kantar Worldpanel