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H&M partners with Google Cloud to boost customer experience

H&M and Google Cloud are partnering on a new core data platform. The partnership will also work together on the development of a new data mesh… View Article

FASHION

H&M partners with Google Cloud to boost customer experience

H&M and Google Cloud are partnering on a new core data platform.

The partnership will also work together on the development of a new data mesh so that H&M can access all types of data and events from multiple sources, including in-store, online, through suppliers and of its brands ecosystem.

They are also creating what they describe as an “enterprise data backbone”, which will include the new data platform, a data product, and advanced AI and ML capabilities.

According to Google, the new partnership will enable the further creation of data science and AI capabilities throughout the retailer’s business.

“H&M Group has a long history of innovation across all our brands and always wants to build meaningful relationships with our customers,” said Alan Boehme, chief technology officer, H&M Group. “We are now further accelerating digitalisation as we believe in sustainable growth powered by advanced analytics and tech. Therefore, I’m happy to announce we’ve found a provider who matches our needs.”

The announcement comes after H&M recorded a 20 per cent hike in sales to roughly £8.4 billion (SEK 103,670m) in the six months to 31 May 2022.

“We’re delighted to announce this partnership, and look forward to working with H&M Group to create new and exciting customer experiences, whether that’s in-store or online,” said Eva Fors, managing director Google Cloud Nordic Region. “We admire H&M Group’s commitment to innovation and are excited to move forward in our journey together.”

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