One of the most notable upgrades is smart mirrors that recognize products brought into fitting rooms (e.g., item, size, and color) and offer personalized product and styling recommendations. The company is also testing other types of smart mirrors that allow shoppers to virtually try-on products and get styling recommendations on the store floor.
“We are developing and imagining 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. 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’ U.S. stores this year.”
As part of its pilot program, H&M Group is also looking to provide visitors with seamless payment options, faster checkout, and upgraded delivery and return options.
The move to test new tech-enabled shopping experiences is part of H&M Group’s continued effort to rethink its shopping experience.