They need to group them together more. Like what Amazon are offering. A free download of the album when you purchase one.
If HMV could get a deal like this, it would really help them out. For me personally, I love the security of always having my music collection in the cloud where I can redownload it as many times as I want - but I also love the physical copy. I wouldn't mind paying a couple more quid to get 2 editions.