Expert Perspectives

Expert Perspectives

Episode 78

H&M: Why H&M is rethinking everything about ecommerce—and what you can learn from it

Podcast

Jenn Volk

Head of Digital (Americas)

In this episode we talked about:

How H&M blended digital storytelling with ecommerce conversion in their 2024 site relaunch
Why product detail pages (PDPs) are now the first brand touchpoint, and how to optimize them
The omnichannel mindset: How H&M integrates in-person events with shoppable online experiences
How to align loyalty programs and measurement to boost cross-channel engagement
Why customer journeys are unpredictable, and how H&M stays agile in response
How influencer marketing is being embedded directly into the ecommerce experience
The key metric Jen’s team uses to evaluate digital success in 2025

Read more about Jenn's episode here.

Episode highlights:

[00:29] Jen’s career path: From Google to Sephora to H&M

[02:34] The 2024 website relaunch: Vision, execution, and cross-functional collaboration

[05:11] Trends influencing UX and PDP strategy

[09:26] Customer behavior post-relaunch: Analytics and omnichannel insights

[11:49] Store synergy: Avoiding attribution wars through unified metrics

[15:46] Jen’s #1 success metric: ROI on marketing spend

[16:54] 2025 outlook: Agility, innovation, and evolving customer journeys

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