H&M, Google Team Up For Mobile Voice-Enabled Shopping

H&M Home and Google have announced a holiday partnership, according to reports.

The apparel, home design and decoration company has created a gift guide for the holiday season with Google, using Google Assistant voice technology.

Customers will be able to order goods from a catalog on their smartphones and Google Home smart devices and will also be able to pay, all using voice controls.

To use the technology, customers will need an Android device that has Google Assistant, as well as a credit card that’s linked to a Google account.

“This fast-growing technology is opening up new possibilities for the retail industry to inspire and interact with customers,” said Managing Director of H&M Home Anders Sjoblom. “We are excited to take the lead when it comes to shaping the voice commerce of the future, to try this new technology and to have our customers be part of this journey.”

The catalog collaboration between the two companies grows on an already established relationship. This year they released the H&M Home Stylist, which is also a voice application. The companies developed the product with Stripe, a technology company that helps businesses and individuals receive payments over the internet.

Last month, H&M had to shutter its brand, Cheap Monday, “a traditional wholesale business model, which is a model that has faced major challenges due to the shift in the industry,” the company said. The closure will be completed by June of 2019 and will impact about 80 employees.

Reuters reported that the trademark Cheap Monday offering is its skinny jeans, and also store chains that include Weekday and Monki. The brand is also sold through an online store and online marketplaces that include Asos and Zalando. Reuters said the core H&M brand, “which has struggled to adapt to the online shift in the industry,” still accounts for much of the firm’s business.