The ”smart mirror” interacts with the customer by voice and Face recognition, and gives him or her an opportunity to take a Cover-selfie, which then is displayed as a unique, digital ”My” H&M cover. One can also experience Fashion Inspiration: Here, the mirror gives outfit suggestions which the customer can choose to buy right away.
All the mirror shopping comes with a special mirror discount, when the customer also signs up for H&M’s newsletter – this is easily done by scanning a QR code that leads to H&M Online.
Since the mirror is driven by Voice & Face recognition, this technique along with the QR codes are central parts of the mirrors’ ecosystem. It creates an up to date customer experience and blurs the distionctions between the physical store and online shopping.
The mirror shows terrific numbers: Each day, several covers are made and customers gets inspired by the outfits. And the conversion rate is remarkable: 86% of all the selfie takers also scanned the QR code, and 10 % of all the scanned QR codes has turned into a newsletter subscriber.