H&M is using some of its stores to test new concepts as it looks to improve the customer experience both in its physical shops and online.
During 2018 the retailer experimented with the interior and exterior of its stores, the product range, and the overall look and feel of the shops. These tests are continuing in 2019.
Interior concepts currently being piloted include new designs to create a more personal and welcoming ambiance. The retailer is also introducing new technology to make it easier for staff and customers to navigate their way around its shops and find products.
