Marks & Spencer Leverages 3D Computer-Aided Design to Improve Product Testing

Marks & Spencer has partnered with First Insight and Optitex to improve its ability to bring products to market. The retailer is utilizing First Insight’s digital product testing solution and the Optitex 3D computer-aided design (CAD) software to improve its understanding of the customer, increase speed to market, support digital workflows, create sustainable sampling processes and reduce waste.

Marks & Spencer already has been leveraging First Insight’s consumer-driven predictive analytics software solution to help it make design, buying and pricing decisions across categories including apparel, lingerie, footwear, accessories, food, home and beauty.

With the addition of Optitex, Marks & Spencer can use 3D CAD visualizations in product testing for a number of departments to further refine its efforts Thus far, the transition to 3D imagery has resulted in increased test completion rates and boosted respondents’ comments by 50%, providing more product feedback to the company’s product development and merchant teams.

“We are excited to continue our relationship with First Insight and Optitex as we transition our strategy to a more digital product development-focused model,” said Elaine Wheeler, Head of Digital Product Development at Marks & Spencer in a statement. “Our customers are at the heart of everything we do. We’ve put customer-focused digital innovation at the heart of our business, and this partnership will allow us to bring winning products that our customers truly want to market more quickly and sustainably.”


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