H&M recently unveiled its new store in Hammersmith, London that unfolds a new line of strategic changes that are a part of the chain’s drive to increase sales at its physical stores.
Spanning about 2,300 sq m, the store resides in the Kings Mall shopping centre. It is an integral part of the brand’s sustainability pursuit as it features a “Repair and Remake” section. It aims at “encouraging customers to keep garments for longer” by altering and mending H&M clothes free of charge for H&M Club members, its digital loyalty programme.
The section also offers the customers a chance to get personalized embroidery done on suitable garments from prices starting at £3. The famous London florist Grace & Thorn stocked the store’s permanent florist shop.
These initiatives are executed in order to encourage customers to visit the brick and mortar stores rather than going online. The firm also brought the new in-store café concept to the United Kingdom with its Westfield London opening for the same objective.
What sets the Hammersmith store apart from H&M’s other branches is the interior that boasts of flagstone flooring and live trees and plants to create a courtyard feel. Digital screens showing images of H&M customers line the walls and customers can share their recent purchases via the #HMxME hashtag on their pictures on Instagram. The store also features self checkouts making it the first UK opening to do so and also offers them the convenience of placing online orders from within the location.
