Marks & Spencer has signed a two year partnership deal with creative technology and production studio Happy Finish. 

The collaboration will see Happy Finish establish and implement a new roadmap for customer experiences and content creation for M&S, which has been identified as a key business opportunity for the retailer. 

The Happy Finish studio team will employ a digital approach to solve challenges around displaying hidden innovations for all products, deploying augmented reality for product visualisation, and creating scalable imagery across all furniture and upholstery areas. 

The primary aim of the partnership is to enable M&S to deliver engaging lifestyle content using CGI, with Happy Finish seeking to showcase products in a “realistic form and to continuously evolve and reflect growing customer expectations right across the customer omni-channel journey.”

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“Improving the online customer experience is a crucial part of reshaping M&S,” M&S head of digital content Stuart Stiles said. 

“We’re excited to be partnering with Happy Finish to push the boundaries of immersive experiences and to really show off the style, value and quality of our products across all digital channels. 

“Working with Happy Finish allows us to be at the forefront in adopting creative technologies which merge the physical with digital as we focus on maximizing our omnichannel advantage.” 

Happy Finish chief executive Mirko Scolari added: “This partnership is the perfect opportunity for Happy Finish to utilise our core competencies in digital asset creation and immersive experiences to maximum effect. 

“It’s brilliant to be working with such an iconic, forward-thinking business to deliver cutting-edge immersive experiences as part of the evolution of retail.”

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