H&M Group tests new tech in US Cos stores

(Source: H&M Group)

H&M Group is piloting tech-enabled shopping solutions across its US Cos stores as part of its strategy to tap into the in-store technology-driven retail experience, to deepen its customer relationships. 

The initiatives include seamless payment options, personalised styling recommendations, faster checkout and upgraded delivery and return options. 

“We are developing and imagining how Cos retail spaces can inspire our customers, both now and in the future,” said Lea Rytz Goldman, MD at Cos. “Our ambition is to pilot new technologies that allow us to meet and exceed our customers’ in-store shopping expectations.”

The program was first tried at the Cos Beverly Hills store, where fitting rooms are equipped with smart mirrors that recognise products brought into the room and allow customers to request items without having to leave the room. Meanwhile, there are other types of mirrors used for virtual try-on and styling. 

“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,” Goldman added. 

Chief technology officer at H&M Group, Alan Boehme, said the group will test a new frictionless and personalised shopping experience throughout this year. 

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