H&M will work with Google Cloud’s computing services to improve its customer experience and supply chain capabilities, by leveraging data analytics and the technology provider’s secure, sustainable global infrastructure. The partnership’s goal is to develop an enterprise data backbone that includes a core data platform, data product and advanced AI and machine learning to optimize performance.
H&M and Google Cloud’s work will yield a new data mesh that creates access to an array of data and events from different facets of the retailer’s business, including in-store, online, its brands ecosystem and suppliers. Over time, the partnership will develop additional data science and AI capabilities.
“H&M Group has a long history of innovation across all our brands and always wants to build meaningful relationships with our customers,” said Alan Boehme, CTO of H&M Group in a statement. “We are now further accelerating digitalization as we believe in sustainable growth powered by advanced analytics and tech.”
“We’re delighted to announce this partnership, and look forward to working with H&M Group to create new and exciting customer experiences, whether that’s in-store or online,” said Eva Fors, Managing Director Google Cloud Nordic Region in a statement. “We admire H&M Group’s commitment to innovation and are excited to move forward in our journey together.”
In a November 2021 Q&A, Carrie Tharp, VP of Retail and Consumer for Google Cloud, said retailers could facilitate the creation of customer-centric experiences by tapping into their enormous data reserves. Tharp believes these businesses should abandon the idea of omnichannel in favor of a “channel-less ecosystem” that is “nimble and responsive” to accommodate consumer expectations.