H & M
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H&M’s online and in-store experience are not connected, however, the brand’s mobile application does a fairly good job of bridging the gap between the two via an accurate and intuitive scanning feature. By using the scanning feature, users are able to quickly seeing alternative inventory and online sizes. Unfortunately, users aren’t given the option to check in-store or nearby store inventory. It remains to be seen if the brand will overcome this barrier by completing their omni-channel journey or perhaps offering free shipping of merchandise purchased online while in a brick and mortar store. What H&M is doing, they’re doing well – but their functionality is limited.