H&M Group tests tech-enabled shopping experiences in US

H&M Group is  launching a new tech enabled in-store shopping experience in the US as it looks to create “smooth, creative and fun” experiences for its customers.

This includes the rolling out of a pilot in COS stores where tech-enabled in-store shopping solutions provide visitors with seamless payment options, personalised styling recommendations, faster checkout and upgraded delivery and return options.

Lea Rytz Goldman, managing director of COS, explained: “We are developing and imagining how COS retail spaces can inspire our customers, both now and for the future. Our ambition is to pilot new technologies that allow us to meet and exceed our customers’ in-store shopping expectations.”

The tech solutions in the first pilot store in California’s Beverly Hills include fitting rooms equipped with smart mirrors that recognise products brought into the room, with the possibility to offer personalised product and styling recommendations. Other types of smart mirrors on the shop floor can be used for virtual try-on and styling. The group is also testing new checkout solutions and enhanced and more sustainable delivery and return options.

If successful, the innovations will be rolled out to more COS stores in the US this year.

Alan Boehme, chief technology officer at H&M Group, said: “Throughout 2022 we will test a new frictionless and personalised shopping experience — from the fitting room to checkout. This initiative is a natural next step in H&M Group’s long history of innovation, where we use technology to discover new ways of enjoying fashion.”