H&M has been using some of its stores to trial new concepts as it looks to improve the customer experience both in store and online.
The retailer experimented with the interior and exterior of its stores, and the product ranges offered in 2018, and this is set to continue into 2019.
It is also introducing new technology to make it easier for staff and customers to navigate through the stores to find products.
Fredrik Olsson, managing director of H&M, said: “These stores give us a chance to try out and explore new concepts and activities to make our stores more inspiring and offer customers a great experience. We are looking forward to continuously evaluate these tests where we are exploring the strength of a global brand in combination with a more personal touch and local relevance. We are also rolling out digital services and features to offer fashion fans inspiring and seamless shopping in line with our omnichannel strategy.”
