International fast fashion retailer H&M recently outlined new interior and exterior concepts it has been testing in-store, such as altering the product range and the overall look and feel of stores, over the past year.

The interior concepts that were tested focused on creating a more personal and welcoming ambience, while the altered product selection created a more spacious experience for customers.

H&M also tested alternative revenue streams within stores, including an in-store cafe concept known as It’s Pleat, a florist shop-in-shop, as well as monogramming and repair services.

The tests were conducted on stores across Stockholm, Uppsala, Madrid and London.

“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,” H&M managing director Fredrik Olsson said.

“We are looking forward to continuously [evaluating] these tests, where we are exploring the strength of a global brand in combination with a more personal touch and local relevance.”

Olsson said the brand will roll out digital services and features to offer its customers seamless shopping experiences in line with the broader business’s omnichannel strategy.

Throughout 2018, H&M introduced and expanded on its digital capabilities, including the expansion of its click-and-collect function, as well as the introduction of ‘in-store mode’, which enables customers using the H&M app to check product availability at bricks-and-mortar locations from their smart device.

The brand also introduced self-service checkouts and tested a digital-video wall connected to #HMxME, enabling customers to share their own experiences on the signage.

This is an altered version of a story that originally appeared on sister-site Inside Retail New Zealand.

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