Wifi-test to optimise store experience
One of the key focus areas for the H&M Group is to offer the best possible customer experience. To support our ongoing work in this area a test will be launched during March and April to get a better understanding of how customers are using the store environment.
12 stores in Sweden and UK will be part of the in-store customer analytics project including the brands H&M, COS, H&M Home and Afound and with support of this data H&M group aims to create attractive stores that engages the customers and offers a seamless customer journey. The test will also give an opportunity to develop a store design that captures the full potential of all individual areas.
The movements of visitors who have their wifi enabled on their mobile phones while shopping in the test stores will be captured by the wifi sensors. Later these movements will be displayed as data that can be analysed. None of the movement can be connected to an individual.
Everyone will be informed about the test via a sticker when entering the store. Anyone who does not wish to participate can easily opt out by temporarily switching off their phone-wifi.
The test is conducted in accordance with applicable data protection law. Personal data will be pseudonymised.
The in-store customer analytics project is specifically looking into: customer flow, bottlenecks, unwanted queues and how staffing can be optimised based on customer visit patterns. With support from the results in this project we can better understand how visitors and customers are using our stores and will be able to maximise the store experience.
