Customers will be able to redeem points, accrued on the card through purchases, for items such as signed products, back-stage passes and invitations to special events.
The card is being trialled in two regions in the UK to obtain customer feedback and operational information.
Matt Button, HMV's head of CRM, said that the brand did not yet have an exact date for the card roll-out, but added that it would look to launch it nationally next year.
In the 18 weeks to 30 August, HMV announced market-share gains across all product categories and a 4.3% growth in like-for-like sales, which it attributed to a stronger focus on games and technology.
HMV first launched a loyalty card in 2003. This is now being phased out, although an HMV spokesman said this was unrelated to the debut of purehmv.
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