DFS Group and 3D Cloud are among the finalists at the 2026 RTIH Innovation Awards.

DFS Group, which owns both DFS and Sofology, had an ambitious goal. After seeing early success with AB testing of 3D product page features and experiences, it decided to take on a huge scale challenge and create 3D experiences for nearly every product in its catalogue.

It did this for both DFS and Sofology. Different catalogues, same approach, with 3D first, full coverage, standard available everywhere. The focus was on an immersive, differentiated shopping experience.

Sofology's CGI team has been doing high poly renders for years using high fidelity LiDAR scans for lifestyle renderings, then converting those down into real-time assets that can be used in interactive experiences.

3D Cloud worked with it to build the 3D real-time assets pipeline into its CGI pipeline. The Sofology team operates on a self-serve basis. They upload their own assets and build their own configurators. In doing so, they became one of American company 3D Cloud's first fully self-serve clients based in the UK.

And the winners are...

Our 2026 winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony.

The event will consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.