H&M continues to test new retail concepts
H&M is using some of its stores to test new concepts as it looks to improve the customer experience both in its physical shops and online.
During 2018 the retailer experimented with the interior and exterior of its stores, the product range, and the overall look and feel of the shops. These tests are continuing in 2019.
Interior concepts currently being piloted include new designs to create a more personal and welcoming ambiance. The retailer is also introducing new technology to make it easier for staff and customers to navigate their way around its shops and find products.
The tests are being run in stores that opened in 2017 and 2018 in Sweden as well as in Madrid and London. The shops include services such as café concept It’s Pleat, a florist shop-in-shop, self-service checkouts, monogramming services and repairing services. Another test service is a digital wall where customers share their H&M favourites under #HMxME. H&M is also experimenting with stocking external brands in-store.
Fredrik Olsson, managing director of H&M, said: “These stores give us a chance to try out and explore new concepts and activities to make our stores more inspiring and offer customers a great experience. We are looking forward to continuously evaluate these tests where we are exploring the strength of a global brand in combination with a more personal touch and local relevance. We are also rolling out digital services and features to offer fashion fans inspiring and seamless shopping in line with our omnichannel strategy.”
Throughout 2018 H&M also introduced and expanded range of digital services. One such service is In-store Mode where customers in selected markets can use the H&M App as a digital in-store shopping tool to discover what is available in their favourite store and those nearby.
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