H&M's Gustav Zetterström talks retailer's use of data driven solutions that power smart stores

Gustav Zetterström, SVP & Global Head of Emerging Technology & Innovation at H&M, has lifted the lid on how the retailer is using data driven tools to create smart stores that integrate operations, help staff, and elevate the shopping experience.

Speaking at an event held by supply chain intelligence firm, Zero100, he commented: “We’re turning a bold idea into reality - digitally connecting our supply chain to serve customers wherever and however they choose to shop.”

“We’re making this a reality at H&M through: Real-time product tracking; Digital twins of our store network; Integrated AI agents. There’s no silver bullet for optimising supply operations. It’s the mix of innovation and people that makes the difference. Thanks Zero100 for hosting a top tier event.”

Also at the event, Simon Ross explored how SLB is leveraging tech to boost its supply chain under ultra complex global conditions.

Mohamed el Koubai shared how Unilever is turning agentic concepts into real-world solutions, taking their strategy from the lab to real life. And Eliza Simeonova explained how Mars’ approach to upskilling and org design is enabling teams to confidently leverage AI tools.

2025 RTIH INNOVATION AWARDS

Supply chain technology will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.