H&M Group pilots tech-enabled shopping experience in COS US stores

H&M Group is piloting with the launch of a tech-enabled retail experience at US COS stores, offering shoppers seamless payment options, personalised styling recommendations and upgraded delivery and return options.

Among the tech solutions are fitting rooms equipped with smart mirrors that recognise products brought into the room, including the item's 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 are also testing new checkout solutions and enhanced more sustainable delivery and return options.

Shop associates will have a real-time picture of inventory they can see on a tablet or other device. They will also have full visibility into which products, in which sizes, are in the stock room or out on the selling floor, as well as how customers interact with them.

The rollout is beginning at COS’s store in Beverly Hills, and will continue across its 11 US stores through the fall. The group also plans to launch the features at a small number of H&M stores in the US in late 2022.

The group said the aim of the new retail innovation is to better serve and engage shoppers, by suggesting items shoppers might like or informing them immediately if an item is available nearby or can be ordered online.

Lea Rytz Goldman, Managing Director COS said: "We are 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."

Alan Boehme, Chief Technology Officer, H&M Group added: "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 Group’s long history of innovation, where we use technology to discover new ways of enjoying fashion."