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H&M talks customer engagement and digital signage
Digital signage isn't just for pushing sales, it's also useful for crafting better customer engagement. By doing this, retailers can improve sales and create more loyal customers. The most innovative end users understand this principle of customer engagement well, such as H&M, a clothing retailer headquartered in Stockholm, Sweden.
May 16, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
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Digital signage isn't just for pushing sales, it's also useful for crafting better customer engagement. By doing this, retailers can improve sales and create more loyal customers.
The most innovative end users understand this principle of customer engagement well, such as H&M, a clothing retailer headquartered in Stockholm, Sweden.
The retailer has performed a number of innovative deployments, such as an interactive voice mirror in Times Square, New York. Customers were able to use the mirror to take a selfie and download their own virtual H&M fashion magazine cover by scanning a QR code.
Digital Signage Today spoke with Alex Bilbao, business development U.S. at H&M to learn how it used digital signage to enhance customer engagement.
Q. As a retailer, what have you found to be the most challenging when it comes to customer engagement?
A. Technology and innovation must come with a heart and a soul in order to connect with our customers. It is challenging to get customers engaged in a world with too many options and messages, we are all saturated. It's not just getting their attention, it's above all connecting with them, speaking their language, understanding their needs, knowing their preferences and providing them seamless experiences and solutions in order to be relevant to each of them. That is why we try not to compare ourselves with others but to differentiate ourselves by being unique, authentic and faithful to our brand and values.
Q. Why did you decide to use digital signage?
A. We are constantly testing new things to surprise and engage our customers with one goal: elevate their experience with our brand and fashion. Technology is one of the areas where we are putting so much effort since we want to be creative and innovative for our customers. Once you break the technical dependencies and integration barriers the digital world opens endless possibilities to create truly innovative omnichannel experiences and these clearly engage with today's customers, especially when these are interactive and convenient.
Q. How has digital signage improved your customer engagement?
A. The one and only voice interactive mirror in our flagship store in Times Square in NYC is a good example. Numbers speak for themselves: the customer engagement has been very positive since the date we launched. We have seen an average of 150 interactions per day and 85 percent of QR downloads.
Customers of all ages and from very diverse countries interact with our mirror every day and each of them bring a unique experience with our brand and fashion to their homes, this is something really beautiful to see.
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