• H&M is a global retail giant, with thousands of stores around the world. In China, it is rapidly growing, opening an average of one new store every week. But it’s not all glamor behind the scenes. The market is becoming an obstacle course for H&M; hurdles are popping up left and right as they continue to speed ahead to meet growth targets.

• As competitors began to latch onto e-commerce platforms to efficiently push their products, the enormous amount of social content being pumped out every second delivered one very clear message: H&M faced a new era where their fashion trends weren’t keeping up with the pace of consumer demand.

• It came time to rapidly change strategies. While competitors feverishly attempted to recruit new followers with coupons and other run-of-the-mill strategies, H&M needed a market solution not just about being fast, but also innovative.

• We built a social data management platform into H&M’s WeChat ecosystem, essentially transforming what used to be a content broadcasting platform into an automated social CRM tool.

• This ensured that while it now had a deep understanding of its existing fans, there is also a sophisticated engine in place that’s always learning more about its expanding customer profiles.

• This is an always-on data mining platform that has been used by H&M since 2015. The system, for example, knows Lily is a real fashionista based on her recent check-in at the H&M X KENZO Special Collection Launch Event. So, in the future, she’s the first to know about new exclusive collections and gets first dibs at VIP party tickets.