H&M fashion group kickstarts tech



The international fashion chain of Swedish origin H&M is developing its technological devices in its points of sale, for its omni-channel customer experience and on its supply chain.

Use of Google Cloud’s data analysis capabilities

In particular, the H&M group will rely on Google Cloud’s data analysis tools and solutions to develop an enterprise data infrastructure. The project is led by Alan Boehme, Chief Technology Officer of the H&M group. As the project grows, this should translate into optimization of internal supply chains, as well as next-generation customer experiences across different sales channels, ranging from brick-and-mortar stores to e-commerce.



Alan Boehme, Chief Technology Officer of H&M Group

The H&M group wants to develop its data science capabilities

This agreement with Google is to be used to develop data science and data intelligence capabilities across the H&M group’s businesses. The data infrastructure will include a central data platform, product data, and artificial intelligence and machine learning capabilities. This will also include a new data mesh to make all types of H&M data and events accessible from multiple sources, be it its stores, the internet and its brand ecosystem and its suppliers.

This evolution of the supply chain is taking place even as the retailer deploys new devices at certain points of sale in order to improve the shopping experience. In particular, it is installing smart mirrors in its Cos stores – COS is a sign of the H&M group which stands for “Collection of Style” – in the United States, which offer personalized style recommendations and virtual try-ons.

Pilot test in a COS store of the H&M group


Create smooth and fun customer experiences

Customers want exceptional convenience, we remember at H&M. ” Our customers expect seamless, creative and fun experiences summarizes H&M. The fashion group is currently implementing a pilot project in COS stores, in the United States for a new in-store shopping experience including more transparent payment options, personalized recommendations, faster payment and management of returns. improved.

“These innovations will be rolled out to more stores in the United States this year”

We imagine how COS commercial spaces can inspire our customers explains Lea Rytz Goldman, CEO of COS. ” We want new technologies that help meet and exceed our customers’ in-store shopping expectations. With our COS store in Beverly Hills, we have seen how our customer experience can be elevated through technological improvements. As a result, these innovations will be rolled out to more COS stores in the US this year. she announces.

Among the technological solutions employed in the first pilot store in Beverly Hills, California are, for example, fitting rooms equipped with smart mirrors that recognize the products brought into the room, i.e. the article, the size and color, with the possibility of personalized product and style recommendations. In store, other types of smart mirrors can be used for virtual fitting and styling.

A smart mirror in an H&M COS fitting room

Faster payment and more sustainable deliveries

We are also testing new payment solutions and more sustainable product delivery and return options. commented Alan Boehme, Chief Technology Officer of H&M Group. In 2022, H&M will test a new seamless and personalized shopping experience, from fitting room to checkout.

The H&M group operates around 4,700 stores worldwide. It employs 107,000 people. More than two out of three management positions are held by women. H&M is present in 75 countries including 54 countries in e-commerce and achieves a turnover of 18 billion euros in its financial year in 2021 and a profit of 1.3 billion euros.

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