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Marks & Spencer invests in digital fit technology

To support its efforts to move a third of its clothing sales online, British retail chain Marks & Spencer has invested in a specialist fitting technology that will help shoppers find the right size.

According to Retail Week, M&S has now a stake in Texel, which uses 3D scanning technology to create digital avatars for customers. Making it easier to find the right fit based on shape and size, the tool is designed to reduce return rates.

The technology can be used through a single sensor in-store or via the retailer’s mobile app, and the latter option will potentially prove more valuable given its ability to improve the brand’s e-commerce conversion rates.

M&S marketing director for clothing and home, Nathan Ansell, said in a blog post on Tuesday: “Retail is changing and changing faster than ever before. Therefore, being at the sharp end of new features on social media and technology is key to inspire our customers and provide new and convenient ways for them to shop.”

In fact, the business has implemented several ideas over the last year to drive clothing sales, including two successful collaborations with TV star Holly Willoughby, the launch of a photo search feature called Style Finder and the introduction of an intelligent virtual assistant.

Texel joins the list of innovations, and will be tested by the retailer as part of the new partnership.