H&M' Touch Points

Hello again, my dear readers! Now I am going to tell you about touch points of the H&M company.

  ·         Advertisement

o   Advertisement brochure

o   Newspaper/magazine advertisement

o   Outdoor/posters advertisement

o   TV-spot advertisement

o   Online advertisement

o   Flyer advertisement

o   Direct mailing advertisement

o   SMS advertisement

H&M puts a lot of effort into advertising its special collections from famous designers using posters and magazines. H&M also makes use of flyer advertisement in the city when opening a new store.

H&M also has an e-mail newsletter that is available to both club members and regular customers. By signing up to this, customers receive fashion news, additional offers and prior information about upcoming events and sales as well as other important information to their emails. In addition to its online website, the company communicates and interacts with customers through its huge social media presence. People can follow the latest fashion (and non-fashion)developments at H&M on Facebook, Twitter, Instagram, YouTube, Google+, Pinterest, as well as on their mobile phones through apps for iPhone and Android.  This allows the company to get closer to its customers, allowing for better communication and feedback, and more useful marketing data. What is more, H&M uses SMS advertisement in order to remind club members about different happenings.

  ·         Special feature

o   Company magazine

o   Loyalty card

o   Personal invitation events

o   Discount coupons

The H&M magazine covers fashion news, trends, articles and styling tips from professionals and is meant to work as an invitation next to all other communication activities pointed at customers and to help in the long-term brand building process. H&M offers personal invitations to events to their club members. These include discount shopping combined with different activities and celebrities. H&M also provides discount coupons that can be used when purchasing products.

  ·         Sale Channels

o   Web shop

o   Physical store

o   Catalogue

The physical stores are H&M most important sales channel with the web shop and catalogue working as complements. The catalogue and web shop are meant to raise the consumers’ interest for the different collections and to increase the customers’ perceived services.

“Our stores should always be in the best locations for business. By leasing store premises instead of owning them we remain flexible in a constantly evolving retail landscape, and can make sure we are represented in the most attractive streets and shopping centers in all our markets” (H&M,2014).

As I have already sayd in the previous article, the company renews its store inventory daily. Key store element’s like windows are changed every 10 – 14 days and every 3 years a completely new interior design is implemented for stores in key markets.  Fashion that sells in high volumes is ordered about six months in advance; however, the trendiest clothes must reach the stores within just a few weeks .

  ·         In-store and outside store attributes

o   Bags with the logotype

o   Advertisement entrance

o   Advertisement in the store

o   Sales people attributes

o   Product display

The physical stores should have a cozy environment, which should provide customers with inspiration and ideas. Shop windows, torsos and tables should always have the latest fashion in order to be attractive to the consumers. H& M’ advertisement at the entrance such as shopping windows and H&M’ sign are important when trying to attract consumers into the stores and stimulate purchases.

Thanks for your attention and I am ready to answer any of your questions ;)
Yours faithfully, T-shirt Emily.

Sources:

https://gupea.ub.gu.se/bitstream/2077/20776/1/gupea_2077_20776_1.pdf