H&M Omnichannel Integration Strategy
How can H&M avoid stagnation and develop new market
August 2018 - December 2018
During my semester abroad in Denmark, I took an International Marketing class where the Marketing Director of the H&M Denmark branch visited and proposed a Marketing project for the class.
Main Challenge
H&M has always been one of the biggest players in the fast fashion industry but in the last few years, it has experienced stagnation, especially in in-store traffic, resulting in the closure of hundreds of stores worldwide. Our job was to propose a strategy that would help H&M increase customer satisfaction as well as balance out the in-store and online traffic.
Chosen Strategy
With H&M’s declining in-store foot traffic and its need for enhanced omnichannel integration methods, we are proposing a new in-store experience strategy using H&M’s already existing mobile app.
This strategy entails developing a section of the H&M app to serve a similar purpose to an employee or information kiosk that consumers can use as they shop in-store, getting all of the information, promotional and marketing materials they need to have a full and premium experience all in the palm of their hands.
This new development will be branded as not just a new feature to the app, but a completely new and premium way of shopping. The focus of marketing and advertising efforts will be on convenience and the excitement of the experience of using the H&M app to shop.
What I Learned
Technical Knowledge
I learned how to perform situational analysis for a brand, which helped me understand its values and strengths, as well as its problems much better before developing a marketing strategy. On top of that, competitor analysis was also a crucial step to further understand the current market and where the brand is currently standing in said market.
For more details on the project, please visit: H&M.