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.
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