As per a Textile Today report, Swedish retailer H&M is fast-tracking the digitization of its operations by optimizing store portfolio and integrating sales channels. The brand has launched a few initiatives to meet new consumer outlooks and offer better client experience, including customer engagement through technology, customer service initiatives, and product transparency. It has extended membership programs to communication app WeChat and launched new payment solutions such as ‘Pay Later in Spain and 12 other marketplaces.

H&M has also launched its ‘Next day’ and ‘Express’ deliveries in 14 markets. The brand offers climate-smart deliveries Italy and Sweden. The brand’s customers in 30 cities of the Netherlands can choose to receive and return items by a bicycle delivery service. Moreover, it’s ‘Find-in-store’ option is available in 22 markets which allows its customers to easily find on their mobile phones if an item of their choice is available in a store or online. Also, ‘In-store Mode’ in 13 markets enable customers to see on their smartphones which items are in the store they are currently in, as well as online; the ‘Click & Collect’ service is available in 14 markets. H&M customers can also locate and buy products online by scanning a QR code.

To ensure product transparency, H&M has developed the Higg Index Tool in partnership with the Sustainable Apparel Coalition (SAC) and other companies. This allows the brand’s customers in select markets to see environmental scores of over 7,000 product pages on the company’s website.