H&M wants to offer fashion fans an inspiring, relevant and comfortable shopping experience in the future. In 2018, several tests were launched in selected stores. At the same time, digital functions and services were introduced to expand the customer offering.
Last year, H&M had already set itself the goal of improving the customer experience in physical stores as well as online. Various tests were carried out to modernise the stores and tailor the ranges to local customers with improved services. The focus was on the interior and exterior as well as the range and overall appearance of the stores.
“We are testing new, updated furnishing concepts, all aimed at a more personal and welcoming ambience where a curated range contributes to a more airy feel. For a smooth shopping experience, we also introduce technical solutions that make it easier for employees and customers to find their way around our stores and find their fashion favourites. This work will continue in 2019 in line with our Omni Channel strategy,” a recent press release says.
H&M focuses on new furnishing concepts
Various tests were carried out at different locations. As a result, new stores were opened in Stockholm in November 2017 and August 2018, in the Swedish city of Uppsala in November 2018, in Madrid in November 2018 and in London in December 2018.
These include selected third-party brands, the “It´s Pleat” café concept, a florist shop-in-shop, self-service checkouts, monogramming and repair services, and a digital wall where customers can share their H&M favourites under #HMxME.
“These stores give us the opportunity to try out and explore new concepts and activities in order to make our stores even more inspiring and provide customers with a great experience. We look forward to continuously evaluating these tests, examining the strength of a global brand combined with a more personal touch and local relevance. We are also rolling out digital services and features to enable fashion fans to enjoy inspiring and seamless shopping in line with our Omni-Channel strategy”, said Fredrik Olsson, Managing Director, H&M.
Digitalization to continue this year
During the year, H&M introduced and expanded a number of digital services and functions. Some examples include the expansion of Click & Collect and the introduction of in-store mode, where customers in selected markets can now use the H&M App as a digital in-store shopping tool to find out what is available in and near their favorite store. “We look forward to continuing this work in 2019 as we accelerate our transformation to capitalize on the opportunities of digitalization in the fashion industry”, concludes the report.