H&M opens in Hammersmith with new features to drive footfall
H&M has opened a new store in London's Hammersmith but it’s more than ‘just another’ branch with the location including a number of new features that are part of the chain’s drive to increase sales at its physical stores.
The 2,300 sq m space, at the Kings Mall shopping centre, is part of the firm’s sustainability push and includes a Repair and Remake section that “encourages customers to keep garments for longer” by mending H&M clothes without charge for H&M Club (its digital loyalty programme) members.
The service station also offers embroidery personalisation with customers able to customise suitable garments from prices starting at £3.
And the store also contains a permanent florist shop, which was stocked for the opening by London florist Grace & Thorn.
It’s all part of a drive to add extra reasons for shoppers to visit stores rather than going online and comes as the company has also just brought its in-store café concept to the UK for the first time with an opening at Westfield London.
Back with the Hammersmith store, it has been designed quite differently from regular branches with flagstone flooring and live trees and plants “creating a courtyard feel.” There are digital screens showing images of customers wearing their recent purchases and shared via the #HMxME hashtag on Instagram. It’s also the first UK store to include self checkouts and customers can also place online orders from within the location.
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