H&M rolls out new in-store shopping tech

H&M Group is rolling out a pilot of new tech-enabled in-store shopping solutions in select US COS outlets.

The tech solutions on offer in the first pilot store in Beverly Hills, California include fitting rooms equipped with smart mirrors.

H&M said these mirrors recognise products brought into the room, for example item, size, and colour, and can potentially offer personalised product and styling recommendations.

On the store floor, other types of smart mirrors can be used for virtual try-on and styling according to H&M.

The retail giant said it is also testing new checkout solutions as well as sustainable delivery and return options.

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

She added: “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.”

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