Looks to complement the physical stores with a mobile one.
HMV's future looked uncertain at the start of the year, but a rescue acquisition by Hilco Capital in April means 140 stores are still open for business.
However, the music retailer has now looked beyond bricks-and-mortar and online to sell CDs and bring home the bacon, now unveiling a digital music download store for Android and iOS.
The mission is to capitalise on the growing trend of mobile commerce and rising use of smartphones. Just yesterday, data found the UK is the European leader in m-commerce, while ten per cent of Brits prefer shopping via their devices instead of in stores.
Be that as it may, HMV's digital store employs different methods to sate the various needs of customers.
Mobile fans can sift through different charts – such as recommended, bestsellers and more – while proceeding to make a payment in just two-clicks. The download will then appear in the device's respective music library, iTunes in the case of the iPhone version.
And for those that prefer real world shopping, SoundHound integration provides app users the ability to make a 'sound search' and track the name of songs playing around them.
Additionally, 'image search' allows users to scan albums when in stores, with the recognition feature taking them to the playlist and offering 30-second song previews and the opportunity to buy.
Digital music service 7digital – who HMV has shares in – is powering the app and the payments procedure, just as it does for the brand's web store.
Although HMV is introducing native apps for Android and iOS, the company is also releasing a HTML5 version to support BlackBerry, Windows and so on.
The app is available in the UK today and in Ireland on October 24th.