H&M explores tech-enabled in-store shopping solutions in US stores

Among the tech solutions in the first pilot-store in Beverly Hills, California, are for example, fitting rooms equipped with smart mirrors that recognise products brought into the room (for example, item, size, and colour) with the possibility to offer personalised product and styling recommendations. On the store floor, other types of smart mirrors can be used for virtual try-on and styling. The company is testing new checkout solutions and more sustainable delivery and return options.

“The company is 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. With COS Beverly Hills, we have seen first-hand how our customer experience can be elevated with tech enhancements. As a result, these innovations will be rolled-out in more COS’ US stores this year,” Lea Rytz Goldman, managing director COS, said in a statement.

“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’s long history of innovation, where we use technology to discover new ways of enjoying fashion,” Alan Boehme, chief technology officer, H&M, said.

Fibre2Fashion News Desk (GK)