THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
The Papers
Retail Solutions
Food & Drink
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.


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.

Want to learn more about what other retailers are doing to improve the customer experience and attract more shoppers? Then join us at the Omnichannel Futures Conference in London on 6 February. Retail Bulletin readers working in retail can attend for just £125 if they use the 50% discount code RETAILER50 when booking. Register now!

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Conference
The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
The 11th HR Summit 2019, Hallam Conference Centre, 44 Hallam St, Marylebone, London W1W 6JJ
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy