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After being acquired by Sunrise Records in February 2019, HMV is partnering with Ridgeway as their digital agency to upgrade their existing e-commerce solution and provide a more user-friendly journey. The upgraded live website was released in November 2019, during the peak season of Black Friday and the Christmas period.

Ridgeway has been working with HMV since 2015 when the entertainment home launched its first e-commerce store. Internet commerce has gone from strength to traffic with traffic, transactions and revenue year after year.


The new solution is built into the latest version of Kentico, the V12, which gives the team enhanced features that have been carefully crafted to deliver content quickly to users. The new platform, featuring more than 61,000 products, has been built using the latest technology suite that delivers improved performance and reduced loading time, with pages responding in less than 0.105 seconds. With over 80,000 pages, Kentico offers hmv an ideal, technically robust platform for dealing with pages of this size while achieving high speed and site performance.

With the platform upgrade, HMV also needed a simplified check-out journey, especially for mobile users. The Ridgeway team designed and built a faster departure that shortens the journey from four to just two steps. The new charge also includes a banner caption and the ability to delete.

the results

Black Friday is the busiest day of the year for the hmv team and this year was no exception. This website seamlessly handled over 150,000 users a day, with a maximum of 1,440 concurrent users. The website averaged over 6000 users an hour and achieved an ecommerce conversion rate of 3.75%. The HMV solution is hosted with Microsoft Azure to provide a flexible and functional solution that allows the site to easily manage these high traffic peaks.

Terry Roffey, retail and e-commerce application manager, said: “Performance has a huge role to play in our success. Having a high-performance website is vital to engaging and retaining our customers. Upgrading to the Kentico V12 meant we were able to provide the fast and smooth online experience our customers expected. “

Simon Cole, managing director of Ridgeway, said: “It has been a pleasure working with the hmv team over the last five years and seeing their ecommerce site progress from strength to strength. The latest version of Kentico will provide even more opportunities and the team is already reaping the benefits. “

The HMV team will continue to work with Ridgeway on many more exciting developments in 2020. Check out other client projects or get in touch with the team to see how they can help you.

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