The U.K. retailer partnered with tech co Texel for 3D-scanning technology that lets mobile and store shoppers create digital avatars for perfect fits

In a move to decrease returns and bolster profits, retailer Marks & Spencer has invested in digital technology that assists in specialized fitting for each unique customer.

The technology enables precise assessment of the customer's size and shape, striving to provide them greater confidence that their online and in-store purchases will fit. Marks & Spencer took stake in Texel, the software and development manufacturer, to build digital avatars for customers using 3D scanning technology. Shoppers will be able to implement the tool via smartphone app or through a sensor in-store.

The move is in line with the company's desire to enhance its digital potential with the end goal of growing business and embracing new technology. The tech is still in development, slated to pilot later this year.

Mark & Spencer


Lead image: stock photos from ThankKC/Shutterstock

In a move to decrease returns and bolster profits, retailer Marks & Spencer has invested in digital technology that assists in specialized fitting for each unique customer.

The technology enables precise assessment of the customer's size and shape, striving to provide them greater confidence that their online and in-store purchases will fit. Marks & Spencer took stake in Texel, the software and development manufacturer, to build digital avatars for customers using 3D scanning technology. Shoppers will be able to implement the tool via smartphone app or through a sensor in-store.