PMT and HERO® Partner to Bring Live Virtual Shopping to Musicians

The UK’s largest musical instrument retailer, Professional Music Technology (PMT), has partnered with Hero to launch its first live virtual shopping experience. Known for its unique in-store experience, PMT operates 16 physical locations described as “mega Houses of Rock, rammed to the rafters with the latest gear and expert help.” PMT online customers can now get the same expert product advice and personalized equipment demos from anywhere, at the tap of a button.

Against the backdrop of the pandemic and temporary store closures, PMT had to devise a solution to bring its standout in-store experience online. With Hero, the new virtual PMT Live experience completely reimagines the shopping experience for musicians. Shoppers log-on, tap Hero as they browse to get connected to the right product expert, and start interacting via video, text, or chat.

“Our expert store staff have always been vital to the PMT experience,” says Professional Music Technology CMO, Ollie Hunt. “We’re thrilled to be offering a new way for musicians to get the personalized advice and product demos they’re used to from the comfort of their own homes.”

Hero gives the PMT team the ability to foster human connections with its community, placing 1-on-1 interactions at the heart of the virtual shopping experience. From seeing instruments and equipment up close to asking detailed questions in real-time and even hearing a few chords played, Hero ensures that the convenience of shopping online comes with music experts’ experience and knowledge.

The PMT team can also use Hero to schedule in-store appointments when stores re-open, stay in touch with musicians via text to share new product releases, recommend complementary items, or notify customers when a product is back in stock. For more information on PMT Live or to connect with a PMT Expert, visit

PMT joins leading brands around the world partnering with Hero to offer shoppers a seamless virtual shopping experience. Check out our customer stories to discover how others are making online shopping more human.

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About Hero®

Add the “IRL” experience to your online store, with the #1 virtual shopping platform. Headquarted in London and New York. Hero is trusted by brands including Levi’s, Nike, Herman Miller and LVMH.