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H&M Group is currently rolling out a pilot in US COS stores, where tech-enabled in-store shopping solutions provide visitors with seamless payment options, personalised styling recommendations, faster checkout, and upgraded delivery/return options.

Among the tech solutions in the first pilot-store in Beverly Hills, California, are fitting rooms equipped with smart mirrors that recognise products brought into the room (e.g. item, 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.

H&M Group is now rolling out a pilot in the US, where tech-enabled in-store shopping solutions provide visitors with seamless payment options, personalised styling recommendations and faster checkout options. Photo: H&M Group

The goal is to build valuable connections and exciting pathways that deepen relationships with customers. This is one example of H&M Group’s ambition to pilot new technologies that meet customers’ demands.

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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.

Lea Rytz Goldman, Managing Director COS

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.

Alan Boehme, Chief Technology Officer, H&M Group

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