The H&M Group has announced that it intends to use more technology in its stores to create a better shopping experience. A pilot project will initially be launched with COS stores in the USA.
The company wants to test seamless payment options, personalized styling recommendations, faster checkout and improved delivery and return options.
“We are developing and envisioning how COS retail spaces can inspire our clientele, both now and in the future. Our goal is to explore new technologies that enable us to meet and exceed our customers’ expectations when shopping in-store,” said Cos Managing Director Lea Rytz Goldman in a statement.
The technical solutions in the first pilot store in Beverly Hills, California include fitting rooms with smart mirrors that can recognize products brought into the room by article, size and color and provide personalized product and styling recommendations.
“At COS Beverly Hills, we have seen first-hand how our customer experience can be improved through technical optimizations. As such, we will be rolling out these innovations to additional Cos stores across the US this year,” adds Rytz Goldman.
The question arises as to whether the Group can expect success with one brand to be successful with another. After all, the price levels differ and so do the customers.
For example, it is doubtful whether, given the already long queues in front of the main brand H&M’s changing rooms, it would be advisable to extend visitors’ stay in them with technical gadgets such as smart mirrors. Perhaps these should be set up outside in order to suggest possible combinations to visitors in advance and thus allow them to try them on quickly?
It makes more sense to pay “on the spot” using a technical sales aid that scans the desired items and then makes payment via smartphone possible. This should at least avoid long queues at the cash registers.
“Throughout 2022, we will test a new frictionless and personalized shopping experience – from fitting room to checkout. This initiative is a natural next step in H&M Group’s long history of innovation, in which we use technology to find new ways to enjoy fashion,” promises H&M Group CTO Alan Boehme.
One can hope that the H&M decision-makers will simply shop in the group’s stores themselves at busy times such as weekends or public holidays and tackle problems practically.