News article

H&M Wraps Up a Year of Store Tests and Digital Developments

H&M wants to offer fashion fans an inspiring, relevant and convenient shopping experience closing the gap between online and offline. During 2018 we launched several exciting tests in selected stores while also rolling out digital features and services to boost our customer offer.

10 Jan, 2019

During 2018, H&M has taken several actions to improve the customer experience both in physical stores and online. During the year we have introduced a number of different tests aiming to create modern and inspiring stores with improved services and assortments tailored to the local customer. We are experimenting with factors such as the interior and exterior, the product range and the overall look and feel of the stores. We are testing new updated interior concepts all aiming for a more personal and welcoming ambiance where a curated assortment helps create a more airy feel. For a smooth shopping experience, we are also introducing technical solutions making it easier for both staff and customers to navigate in our stores and find their fashion favourites. This work will continue in 2019 in line with our omni-channel strategy.

We are running several different tests on different locations, with openings in Stockholm in November 2017 and August 2018, the Swedish city Uppsala as well as Madrid in November 2018 and London in December 2018. These stores include things such as selected external brands, the café concept It’s Pleat, a florist shop-in-shop, self-service checkouts, monogramming services and repairing services as well as an inspiring digital wall where customers share their H&M favourites under #HMxME

“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 omni-channel strategy”,                                                                                                                        says Fredrik Olsson, Managing Director at H&M.

H&M has throughout the year introduced and expanded a range of digital services and features. A few examples include the expansion of Click & Collect and the introduction of In-store mode, where customers in selected markets can now use the H&M App as a digital in-store shopping tool to discover what’s available in their favorite store and nearby ones. We look forward to continue this work in 2019 as we are accelerating our transformation to take advantage of the opportunities created by the digitalization of the fashion industry.