H&M uses ‘chat app’ to connect employees company-wide

A fast-fashion retailer is making it easier for its associates to share information.

H&M has added the Retail Social Collaboration Platform from Convo, technology that supports secure, real-time, two-way communication and collaboration between more than 15,000 employees across over 500 locations in the United States. The platform, which provides task management and chat apps, eliminates corporate email for non-desk employees — a large majority of H&M’s workforce.

The solution encourages in-depth discussions through context-aware threads and visual feedback, and all conversions are accessible to all employees, regardless of the device they use. Teams are able to use posts and comments to communicate store updates, including styles per store and seasonal sales; store interior designs, merchandise displays, and ideas for customer-first competitions. Meanwhile, corporate employees can use the solution to poll employees, launch campaigns, recognize top performers and provide updates on employee benefits.

The solution resonates with H&M’s young workers who grew up on social media, operate on instant information, and rely on their mobile phones, according to the company.

“With a geographically dispersed workforce that is 80% mobile, it’s crucial for us to connect in one place,” said Luca Michelangeli, marketing manager for H&M USA, a division of H&M.

“Convo provides a simple way to do that,” Michelangeli added. “Its user interface and real-time feed are very familiar and similar to other commonly used social platforms. When we rolled this out to our employees, they knew how to use it immediately.”