Global fast-fashion retailer H&M plans to introduce further digital services and features to improve its customer experience both in physical stores and online.

The brand launched a series of tests in selected stores last year while rolling out digital features and services to boost its customer offer, experimenting with factors such as the interior and exterior, the product range and the overall look and feel of its stores. The firm also introduced technical solutions to make it easier for both staff and customers to navigate stores and identify fashion favourites.

H&M plans to continue that work this year in line with the firm’s omnichannel strategy. Testing this year will include cafe concept It’s Pleat, a florist shop-in-shop, self-service checkouts, monogramming services and repair services as well as a digital wall where customers can share their H&M favourites under the #HMxME tag.

“These stores give us a chance to try out and explore new concepts and activities to make our stores more inspiring and offer customers a great experience,” said H&M MD Fredrik Olsson.

“We are looking forward to continuously evaluate these tests where we are exploring the strength of a global brand in combination with a more personal touch and local relevance. We are also rolling out digital services and features to offer fashion fans inspiring and seamless shopping in line with our omni-channel strategy.”