H&M Group enhances in-store technology

H&M Group is launching a new in-store technology-based shopping experience, as part of its wider aim to build “more relevant and meaningful relationships with consumers.”

The group is rolling out a pilot in COS stores across the US, following an initial trial in its Beverly Hills, California store.

The new shopping experience includes seamless payment options, personalised styling recommendations, faster checkout and upgraded delivery and return options.

The initiative also includes a smart mirror that allows customers to request items without having to leave the fitting room.

“We are developing and imagining how COS retail spaces can inspire our customers, both now and for the future,” COS managing director Lea Rytz Goldman said.

“Our ambition is to pilot new technologies that allow us to meet and exceed our customers’ in-store shopping expectations.”