H&M Customer Experience and Marketing Analytics

Jürgen Fälchle - stock.adobe.com

A strategic analysis of H&M’s customer experience, digital presence, and brand positioning.

Role

Customer Research + A/B Testing

Team

Golden Hour Consulting

Focus

CX + Marketing Analytics

The Challenge

We explored how customers perceive H&M, where they experience friction, and how the brand could create a more consistent and engaging shopping experience.

My Role

Focus Groups

First, I conducted digital group interviews to understand customer perceptions and room for improvement.

A/B Testing

Next, I tested survey subject lines to identify the stronger-performing option.

Survey Research

Finally, I analyzed responses from college students to understand H&M shopping behavior.

Key Insights

Quality

Average to low quality perceptions

Digital

Website display and customer experience gaps

Experience

Sizing inconsistency and store organization

Brand

Affordable, trendy, but often associated with fast fashion

What Customers were saying

“Inexpensive and trendy.”

“Better alternatives like Zara”

“Good enough for the price”

Strategic Opportunities

  1. Improve product discovery

  2. Create a more consistent experience

  3. Strengthen digital engagement

Heorshe - stock.adobe.com