Enhancing CRM Contacts and Increasing Brand Loyalty through the Metaverse: H&M Virtual Showroom

In conclusion, H&M’s experiment in the metaverse, carried out with the collaboration of Journee, not only broke new ground for brand-customer interaction in the fashion industry, but also provided valuable lessons on how emerging technologies can be leveraged to strengthen consumer connections. The results demonstrate the effectiveness of such initiatives in attracting the interest of a younger audience, improving brand image, and converting virtual interaction into concrete loyalty.

The takeaways from this pioneering experience offer a clear indication of the path brands can take to remain relevant in a constantly evolving marketplace:

Increasing Gen Z interest through Virtual Experiences: The virtual showroom initiative demonstrated a strong appeal to Gen Z, with a significant percentage of interest in the experience. This indicates that virtual environments and digital experiences can be powerful tools in capturing the attention and interest of younger people, who value innovation and digital immersion.
Increased Conversion to H&M’s Loyalty Program: The initiative played a crucial role in converting visitors into H&M Hello members, with a substantial percentage of participants signing up for H&M’s loyalty program. Immersive and interactive virtual experiences can, therefore, effectively encourage customer engagement and loyalty by providing an innovative avenue for brands to connect with their audiences and reward them for their engagement.
Improved Brand Perception and Recognition: The high percentage of participants who reported a positive brand image and the numerous awards received highlight the potential of virtual platforms in significantly improving a brand’s image and market perception. This success underscores the importance of innovative and user-friendly digital strategies in building a strong positive brand identity, especially in an industry as competitive as fashion.