Since H&M is a brand which has reasonable and relatively low prices for their products, it has a wide range of costumers. This causes long lines in front of the dressing rooms and cashiers. As their customer, from time to time this factor makes me angry. Sometimes when I see the long line from outside, I don’t go in because waiting can be pretty time consuming.

Luckily, last week H&M has launched a “try and buy” option for their customers. Now there are cash registers and sales advisors in the dressing rooms section for customers to pay directly after they try the clothes on. The check-outs inside fitting rooms section will allow H&M to get rid of the problem “long and slow lines”.

Normally this system is available only in very high-end brands so this is an original, unusual idea for H&M. Hopefully starting from the Time Square store, this system will spread to every H&M store.

This is a huge step for H&M. Most importantly, among similar brands such as Forever 21 and Zara, they are going to have the first mover advantage. Moreover with shorter lines they will have more customers, thus their sales are going to increase.

Sources:

http://www.psfk.com/2013/11/hm-cash-register-change-rooms.html

http://www.businessweek.com/articles/2013-11-13/h-and-ms-megastore-brings-cashiers-inside-the-dressing-rooms

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