HMY > “In technology, what’s new today will be outdated tomorrow”

“In technology, what’s new today will be outdated tomorrow”

Tecnología del mañana


The change in consumer behaviour in physical stores, where the shopping experience becomes a differential value, makes its necessary to progress towards increasingly innovative solutions that surprise the buyer. Therefore, the technology applied to the sales area is revealed as a key element in the final purchase decision.

“In technology, what’s new today will be outdated tomorrow. For this reason, at HMY we continuously strive to remain at the forefront of the industry in order to offer specific solutions to each of our customers and in each segment of the business,” Lorena Gómez Latorre, Retail Technology Manager at HMY, explained.

With the rise of e-commerce and the increase in competition in the vast majority of sectors, the shopping experience is positioned as the main differentiating, dynamic and loyalty factor of both traditional retailers and brands with their own stores.

In this context, “considering the change in consumer behaviour, retailers must transform their stores to focus on developing a consistent brand experience for the buyer, on moving online strategies to the physical store and on smart processes. They achieve this by optimising the design and functionality of each establishment”, Lorena added.

One of the main objectives of HMY with its clients is to transform sales areas into attractive and efficient spaces that offer buyers a unique and convincing experience. With a view to strengthening its business model thanks to a vast array of innovative solutions and services.

“We are one step ahead, becoming strategic partners to help our clients select and implement the solutions appropriate to each particular case and need. In this way, they manage to stay aligned with how consumers and their demands develop, while at the same time increasing return on investment,” Lorena maintained.

In addition, HMY acts as an integrator and works with specific partners to provide the correct solution. The company collaborates exclusively for retail with partners such as Netip, Toshiba, Diebold Nixdorf, NCR, Hiberus, RetailNext and DeuSens. In this regard, Lorena explained that “each of our partners is specialised in a specific area, which allows us to stay at the technological forefront and continuously update our offer with the latest market developments.”

With this firm commitment to innovation as a guarantee, HMY has gained a solid customer base formed by leading brands such as Coca-Cola, Vodafone, Volkswagen, Huawei, Carrefour, Sony, L’Oreal, P&G and Ferrero, among many others. “Working with high-level brands and distributors throughout Europe is a source of continuous inspiration to create solutions at the forefront of the industry, which is something that will undoubtedly continue to nourish and boost HMY’s activity in the future,” Lorena concluded.

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