H&M Group rolls out tech-heavy Cos store pilot in US

By

Sandra Halliday

Published
May 30, 2022

H&M Group is taking a deep dive into in-store technology via its Cos brand and it’s particularly interesting that it’s doing so in the US first.

The Swedish company, which generally chooses to launch new initiatives in its home continent first, said it’s aiming to build “more relevant and meaningful relationships with our customers” via the “new in-store shopping experience enabled by technology”.

The tech pilot follows a successful test in the Beverly Hills branch of Cos and will see the innovations rolled-out in more Cos US stores this year. That includes seamless payment methods, personalised styling recommendations, faster checkout, and upgraded delivery and return options.

Fundamental to this is a smart mirror that allows customers to request items without having to leave the fitting room. The mirrors will recognise products brought into the room — spotting the item, size, and colour — with the possibility to offer personalised product and styling recommendations. 

Meanwhile, on the shop floor, other types of smart mirrors can be used for virtual try-on and styling. 

And the company’s testing new checkout solutions and “enhanced, more sustainable” delivery and return methods.

The move comes as “the entire retail experience is rapidly changing and we see increasing customer expectations for broad choice and exceptional convenience,” the company said. “Our customers expect retail experiences that are smooth, creative and fun while also catering to their individual, unique style. That is why we continue to challenge ourselves and explore new ideas, to create true customer value and drive change”.