What is the advantage of a physical CD?
* Price of downloads is no different – may as well have the physical CD.
* Pleasure/pride of have physical object
* CD’s can be re-sold/swaped
* CD’s can regardless be save as files on a device
* Artwork and info can be included
* Purchasing experience can be ‘fun’
* In store music experts
* True ‘real world’ social interaction potential
* CD’s are technically simpler to understand how to use

So here is my solution for HMV – combine the two experiences. If a client buys on line have the file they purchased, and downloaded, available for them to ‘collect’ from the store, that is: burnt their file to a disc for them while they wait. Don’t send them the disc only allow it to be produced if they go to the store. Get the punter into the shop and they will make further purchases.

A store burnt disc does not have to be a ‘replication’ of a specific artist’s CD album. It can be assembled from any tracks the purchaser has on their account and selects/requests. The store should have terminals where customers can go and select the tracks from their on-line purchases they want burnt to disc – store staff can help and guide. Artwork and insert info can be selected and printed. Store staff manage the production and assembly process handing a finished product to the customer.

Make the store a ‘coffee shop’ style multi-media hard/soft digital/physical experience. Let clients go to the store and buy digital products in store if they wish and walk away with the file on a CD and, if they want, loaded onto their portable device (or waiting for them to log-on to their HMV account from home and accept the download purchased in-store).

* Make a HMV store a ‘digital media resource centre’.
* Train clients in-store on how to get the best out of their devices and all digital media technologies.
* Form commercial alliances that will improve the service for the client.
* Make everything about providing the best service to the client at the best possible price (H Ford style) and success will follow.
* Make the experience alluring – Go to a (proper) * Apple Store (such as at Milton Keynes – it like visiting another world) to see how 21st century retailing can and should be done!