Music retailer HMV, responding to declining in-store sales, will launch a three month trial on June 5th to buy CDs via mobile phone. The service (developed by Digital Rum) will be called Txt2Buy, and HMV will run ads in national newspapers and lifestyle press such as NME, Heat and Empire magazines.
“Each ad has a unique ordering code for a music, film or game title. Customers text it to a shortcode number and receive a mobile internet link to a secure site where they can pay using credit or debit card. The products are then posted out.” This is a fair bit of effort, but not compared to traveling to a retail store only to find the CD you want is out of stock.
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