Music, DVD & games specialist HMV has rolled out its relationship with Code Computerlove globally. The Manchester-based digital agency has been tasked with designing and implementing HMV's consumer website in Canada

The new project comes on the back of the award winning work Code has carried out for HMV UK and Ireland. Code has been instrumental in helping the company achieve its online goals with the new UK site, launched in March 2006 The site has seen conversion rates rising steadily since its inception, with overall online sales increasing by 300% compared with 2005. has been designed to offer Canada a branded shopping experience that is as rewarding as the HMV in-store experience. Despite being a national retailer, HMV Canada did not have its own website but channelled online sales through

Code account manager, James Barley said: "The new site focuses on HMV's existing brand strengths and its Canadian differentials. HMV's position as Canada's largest high street music and entertainment retailer means that particular attention has been paid to not only offer the extensive HMV catalogue, but to support this with the knowledge and expertise that has forged the brand's values on the high street. The site focuses on simplifying the user journey and ease of purchase, using HMV UK site learning's which have resulted in massive increases in customer conversion.

Barley added: "Code has used its experience of designing and building new sites for HMV UK and its stable-mate in the HMV Group Waterstone's to devise the very best solution for HMV Canada. The site also follows online global brand guidelines previously set out by Code."

Dave Marien, VP IT HMV, said: "Code's knowledge of the HMV group enabled them to react with agility as well as deliver a cost-effective solution for Canada. Plus they turned the project around in just four months so we can start reaping the increased revenue very quickly.

"Such strong online results in the UK highlighted the need to embrace e-commerce in our other markets as quickly as possible."

In addition to its work for HMV Canada, Code remains HMV UK's retained digital design agency, providing ongoing creative campaign support, site design and development. Since its launch, the UK site has won numerous industry awards, including best online retailer in last year's Fresh Awards.

Award-winning Code, formed in 1999, is a full service digital marketing agency that employs 48 people. The agency's client list includes Waterstone's, HMV, RHM Food Services, NUS Services, BUPA, and Akzo Nobel. This is not the first time that Code has ventured out of the UK, it has previously undertaken pan-European work for the Kimberly Clark Corporation.

For further information please contact:

Kirsty Hunt, Code PR, Tel: 07816 876091 or email:

Published on: 12:00AM on 13th June 2007