Half of the Simply Red fans who have bought "Songs of Love," a U.K. retail exclusive with mass merchant Tesco, went on to buy tickets for its farewell tour according to simplyred.com's marketing services company.

Push Entertainment provides the validation mechanic for consumers who buy the the CD, which enables them to access the pre-sale to Simply Red's Farewell Tour dates around Christmas. Visitors to the priority booking Web site insert a copy of "Songs of Love" into their computer to validate their booking privileges.

The album, released Feb. 28, moved almost 9,000 copies in its first week on sale according to the Official Charts Company. In its second week on sale, it increased sales to move up the chart from No. 25 to No. 12, thanks to Mother's Day on March 14.

"Songs of Love" is a 12-track collection featuring 10 previously released songs and two new recordings. It is the first pop/rock album exclusive in the U.K.

"The success of the Songs of Love priority ticketing promotion shows there is still huge potential to offer digital benefits to consumers of physical product," said Push Entertainment director Simon Scott in a statement. "With 'Songs of Love' we believe Simply Red are leading the industry in demonstrating how you can drive concert ticket sales using this technology."

Simply Red manager Ian Grenfell added: "'Songs of Love' is proving to be a great way to raise awareness of Simply Red's last ever concert dates. We are very pleased at the very high conversion rate of CD to ticket sales using Push Technology."

See the new issue of Billboard for more on the outlook for retail exclusives in the U.K.