H&M will leverage the data analytics capabilities and global infrastructure of Google Cloud to enhance customer experiences.
Indeed, the global fashion retailer will work with Google to develop an “enterprise data backbone” consisting of a core data platform, data product, and advanced AI capabilities.
In doing so, the company strives to create an innovative “data mesh” to connect data from across the enterprise. This includes insights from in-store and online experiences, the brand’s internal ecosystem, and suppliers.
As a result, H&M promises to exploit this increased data availability to optimize its supply chains and create “next generation” experiences across its physical stores, sales channels, and eCommerce platform.
Discussing this further, Alan Boehme, Chief Technology Officer at H&M Group, said:
H&M Group has a long history of innovation across all our brands and always wants to build meaningful relationships with our customers. We are now further accelerating digitalization as we believe in sustainable growth powered by advanced analytics and tech.
Such digitalization is data-fuelled as the partnership further develops the data science and AI capabilities across the H&M business, which is becoming increasingly experience-driven.
In recent years, the company has trialed many CX innovations. For instance, it created an “inspiring digital wall” where customers shared their H&M favorites on social with the hashtag “HMxME”.
Other examples include how the fashion retailer has:
- Introduced an “in-store mode” to its app, allowing customers to see which items were available in their nearby outlets.
- Started working on high-definition human holograms in augmented reality for its sister brand Monki.
- Considered new in-store concepts, including a florist “shop-in-shop” and a café.
In addition, H&M has also teamed up with Google for CX advancement before, developing a voice app for H&M Home in 2018
Harnessing Google Assistant, the app offered styling suggestions, mood boards, and personalized recommendations, after asking questions to customers and learning about their preferences.
Yet, the latest evolution of the partnership is much more substantial. As Eva Fors, Managing Director of Google Cloud Nordic Region, stated:
“We’re delighted to announce this partnership and look forward to working with H&M Group to create new and exciting customer experiences, whether that is in-store or online.
We admire H&M Group’s commitment to innovation and are excited to move forward in our journey together.
The deal comes at an exciting time for Google Cloud after recently expanding into the CCaaS space and bolstering its speech recognition capabilities.
It has also launched several other high-profile partnerships, now working with the Dutch government, BT, and airasia Super App.
