H&M embraces Microsoft Surface 2, Teams and more in new store

H&M embraces Microsoft Surface 2, Teams and more in new store
Outlet in Berlin has been designed to provide an enhanced shopping experience

Elly Yates-Roberts |

Fashion retailer H&M has adopted Microsoft technologies including Surface 2 and Teams in its new H&M Mitte Garten outlet in Berlin, which has been designed to empower staff and provide an enhanced shopping experience. 

The flagship store was developed by H&M Laboratory in collaboration with Microsoft, digital agency AKQA and digital technology firm Turnpike Group. 

Despite the store’s small size, customers can view the brand’s entire fashion line on digital assortment tables which use Microsoft Surface Studio 2. The space also features strategically placed help buttons, screens and sensors so that customers can easily request assistance as they shop. 

H&M is also using an internal application built on Microsoft Teams and PowerApps which is accessible through a connected bracelet. They can use the digital accessory to receive the latest styles and trends, advice or best practices, and tactical information such as scheduling. Through the app, these frontline workers can also connect with other team members with questions or concerns from customers and share feedback.

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