Entertainment retailer HMV has become the first UK company to launch a mobile app dedicated to a games trade-in offer. Developed by MoPowered, the mCommerce arm of the MoBank Group, HMVs re/play app is free, and available to use now on ioS and Android.
It enables customers to check the latest trade-in value of their video games and consoles, either by entering details of the title and console type in question, or by using the phone’s built-in barcode scanner. The app then feeds back the most up-to-date price they can expect to receive as a credit from HMV against other purchases they may wish to make instore. The app also gives details about instore trade-in offers, as well as a store locator, to direct customers to their local HMV store.
Trade-ins are becoming increasingly important within the UK games market as consumers seek ever-greater value. They enable customers to cash-in on games they are no longer playing and consoles they are no longer using, in return for credit towards the purchase price of new games and other products offered within the scheme. The traded-in products can then be sold to other customers at a lower price than their new-release equivalents – thus extending choice, while also encouraging greater recycling.
In the case of HMVs offer, games can be traded-in not just against other games products, but pretty much everything in store – from CDs and DVDs to personal technology, such as the latest iPod and iPad ranges, and even gig and festival tickets that HMV increasingly sells through its hmvtickets box office kiosks. If customers prefer to be given credit that they can spend on another visit, they can simply ask for an hmv gift card loaded to that value, and theres also a cash option – the re/play app quotes a value for this too. 
MoPowered says that one of the key benefits of the re/play app is the time-saving convenience and confidence that it extends to customers, who now no longer have to check relevant information in press advertising or with their local HMV for current trade-in prices. Instead they can simply find out details via their app, which will be updated weekly, and plan their next shopping visit accordingly.
re/play is the latest in a number of recently-launched HMV apps, including an HMV iPhone shopping app, and the Purehmv iPhone app, which enables newly-signed-up members of HMVs purehmv loyalty scheme to register and activate their card. In addition, customers accessing www.hmv.com from their mobile phone are automatically redirected to the mobile-optimised version of the site, unless theyre on an iPhone, in which case they will be sent to a landing page alerting them to the existence of the HMV iPhone app and giving them the option to download it or to go through to the mobile-optimised site.
“Were incredibly proud and excited to be the first-to-UK-market with a games trade-in app for iPhone and Android,” says HMV Games re/play and range manager, Martin Baxter. “This ground-breaking app will not only become a must-have download for current trade-in users, but will encourage a whole new range of customers who may have previously lacked the confidence or awareness to trade their games in.”
