A new H&M smart mirror trial will be tested inside the Swedish fast fashion retailer's Times Square, New York flagship. The connected retail device aims to increase consumer engagement while helping to push sales with outfit-combining and product-suggesting features.
Developed in partnership with Microsoft, Visual Art and Ombori, the H&M smart mirror allows in-store visitors to take a selfie with both voice and face recognition features. From there, consumers are able to virtually try on products and access suggestions to other related items and outfit pairing ideas. Lastly, those looking to purchase these products can buy directly via a QR code which shows up conveniently on screen.
Though only in its trial stages, the smart mirror has already received positive feedback from shoppers, making it a successful interactive feature that H&M could potentially adapt in other locations down the road.
Image Credit: Visual Art