H&M On How Its Voice-Activated Mirror Is Connecting Its Digital And IRL Identities Through The Power Of Selfies

H&M On How Its Voice-Activated Mirror Is Connecting Its Digital And IRL Identities Through The Power Of Selfies
Fashion & Apparel

The retailer explains to PSFK how it's integrating voice and facial recognition technology into its brick-and-mortar stores in an effort to upgrade the IRL shopping experience and incentivize store visits

Ivanha Paz
  • 30 august 2018

H&M wants its customers to keep visiting its physical retail stores, even though the retailer has a solid presence in the ecommerce market. To do so, the brand developed a way to integrate voice technology with in-store shopping, with the help of developed by MicrosoftOmbori and Visual Art, providing a novel incentive for shoppers to visit the flagship store in NYC’s Time Square.

The retail giant installed a smart mirror that communicates with customers through voice and facial recognition—and allows them to take selfies, which are then sent to their phone via voice commands.

“In the spirit of ‘customer first,’ this collaborative initiative is an effort to bring innovation to our customers and to the retail industry in order to explore new ways of generating engagement with our brand, inspiration with our fashion and provide omnichannel fun experiences for our customers in-store,” an H&M spokesperson told PSFK.

The interactive mirror also provides fashion inspirations based on individual preferences, with a QR code customers can scan to get ‘the look’ at the online store, as well as the option to sign up for the H&M newsletter for a 20% discount.

The brand notices there’s a lull in brick-and-mortar shopping, but not because there’s no space for it in today’s digital world. Rather, it’s because IRL shopping has become monotonous, and lacks the immersive experiences that are dominating other industries. The mirror is an attempt at disrupting the market and closing the gap between online and IRL sales.

“Undoubtedly one of the current trends, not only in our industry, is to provide new interactive shopping experiences with the brand,” said the H&M spokesperson. “These experiences connect us better with our customers and allow us to provide them fun interactions with our fashion in-store. The voice interaction technology is a revolutionary tool and is here to stay.”

The retailer is working on incorporating its digital concept into its physical store, making it an organic experience to navigate the two. “We are working hard in this direction to provide to our customers seamless experiences between both channels. The Voice Interactive Mirror is also part of this idea, connecting our physical store with our online store,” said H&M.

H&M continues to innovate its retail spaces, recognizing that technology plays a fundamental role in digital integration. With concept stores that have launched in Europe and continued efforts to connect the online business to the in-store business, the chain is proving its commitment to translate the retail experience into something that makes sense for today’s shoppers.

“In many ways much of the innovation and technology in which we are working is behind the scenes so it has no visibility but it will be seen in the results, improving the shopping experience of our customers in both channels.”

H&M

H&M wants its customers to keep visiting its physical retail stores, even though the retailer has a solid presence in the ecommerce market. To do so, the brand developed a way to integrate voice technology with in-store shopping, with the help of developed by MicrosoftOmbori and Visual Art, providing a novel incentive for shoppers to visit the flagship store in NYC’s Time Square.

+apparel
+discount
+Europe
+Facial Recognition
+H&M
+Interactive Mirror
+Microsoft
+NYC
+qr
+retail
+selfies
+Shopper education & assistance
+store experience
+store experience & design
+voice recognition

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