H&M wraps up a year of technology and store tests as it looks to improve customer experience

As the competition heats up, fashion retailer H&M is betting on digital disruption and new stores improvements to boost it's customers' shopping experience.

Reflecting on its performance in 2018, H&M pointed out how it has launched exciting tests in selected stores and rolled out digital features to close “the gap between online and offline.”

By using new store concepts, activities and technologies, the Swedish firm hopes to create a smoother experience, making it easier for staff and customers to navigate its stores.

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H&M highlighted how it has trialled self-service checkouts as well as an “inspiring digital wall” where customers can share their H&M favourites using the hashtag ‘HMxME’.

Additionally, it has also expanded its Click & Collect service and introduced ‘In-store mode’ whereby customers in selected markets can use the H&M app as a digital in-store shopping tool to discover what’s available in nearby stores.

Last year, H&M Group also teamed up with Google to develop a voice app for H&M Home.

Accessible in selected markets, H&M claims it is “one of the first voice applications to ever be released within the fashion and interior market segment".

In June, H&M Group’s brand Monki also partnered with HoloMe to create high definition human holograms in Augmented reality.

“At H&M group we constantly work on innovations that create extraordinary customer experiences,” said Elin Frendberg, H&M group Business Development.

“The fashion industry is changing fast and technology is more important than ever as an enabler in adapting to an ever-changing society."

The fashion retailer has also invested in new in-store concepts such as trialing selected external brands, a florist shop-in-shop as well as a new cafe concept called It’s Pleat.

Photo and video credit: H&M Group