Universal Music's Customer Loyalty Program

The Client

Universal Music is the number one record company in Canada. They own and distribute some of the world's best-known and prestigious labels in pop, rock, hip-hop, jazz, country, classical, and children's music, as well as some dynamic and entertaining video properties and movies. Such labels include Interscope, Decca, Deutsche Grammophon, Dreamworks, Geffen, Hollywood, Island Def Jam, MCA, Mercury, Motown, Philips, Polydor, Universal Home Video, Verve, Walt Disney Records and more.

The Case

Universal Music's Special Markets division offers online CD, DVD, and download programs and custom branded CDs for sales promotion, sales incentives and customer loyalty programs. Using Universal's vast catalogue of hit music and movies and years of promotional expertise, they wanted to reach consumers in an exciting and innovative way.


The Challenge

Take Universal Music's paper-based catalogue and incentive program into an online format.


The Signature Solution / Strategy

The Choose Your Music website had to be designed in such a way that it was simple for consumers to use and robust enough to offer flexibility and customization. The site also had to be developed to accept all variations of currency including PINs, coupons and cash, and combinations thereof. The complexity of the back-end was critical to integrate with Universal Music's fulfillment system and with the website's front end with multiple sites running concurrently and various offers for some of Canada's leading brands.

In the end, Universal Music's Choose Your Music/Movies customer loyalty web-based program offers its clients a simple turn-key customer loyalty solution giving their customers and employees instant CD and DVD rewards they can choose. The online store www.chooseyourmusic.com carries over 2000 CDs of Universals hottest entertainment properties in the world, such as U2, Black Eyed Peas, Hilary Duff, 50 cent, Diana Krall and many more. The addition of over 500 new movie titles added this summer means recent releases like Meet The Folkers, Bride & Prejudice, Ray and In Good Company add even higher perceived value to customers.

The solution Signature designed and built is easy for companies to activate, exciting and personalized for customers and employees, and ultimately saves Universal time and money compared to their old paper based catalogue system.

The Payoff

In less than a year, the Choose Your Music web-based customer loyalty site has attracted some of Canada's leading brands including The Source By Circuit City, RE/MAX Canada, Cadbury Chocolates, Ristorante Pizza, NABS, and more.