Developed in-house by its incubator tech team, the new technology creates world-class, photo-realistic visuals for the interiors division to offer customers an elevated immersive buying experience.

The visual selector technology has been integrated by one of the businesses within the Donaldson Group, Kitchens International Ltd, which is working with housebuilders including Cala and CCG to offer the tool to prospective homebuyers.

Using cutting-edge technology, the visual selector platform allows customers to select and order their kitchen using 3D visualisation once their sale is agreed. In turn, this will bring their dream kitchen to life from the comfort of their sofa.

Housebuilders have full autonomy about the elements included in the selector tool and the costs associated with them. Full training for the housebuilder’s sales, design and commercial teams is also offered and there is the option for a soft launch onsite in the sales centre, before it is available online for the homebuyer.

Developers can showcase the premium kitchen designs on offer, as well as the elements that customers can modify, creating a truly unique immersive experience. For the housebuilder, the modification options can be as modest or extensive as required, and timescales can be set and adjusted as necessary; maintaining full control throughout.

New homeowners can walk through their own kitchen on any device at any time, and design the space by changing colours, materials, and appliances. They can also make additional upgrades to tailor their kitchen to their specific requirements, including cooking and laundry appliances; internal storage; worktop surface and power socket changes; wine storage; and cooking accessories.

The group’s incubator tech team is continuing to innovate its digital presence and make progress to ensure cutting edge technology is applied to every part of the Donaldson Group. This is currently being applied to its e-commerce sites and has been a particular commitment for the Group’s Plane & Simple business, a specialist online marketplace that connects DIYers with trusted local independent merchants, as well as with MGM, UK’s largest partner of Bauformat and Burger kitchens. MGM Kitchens will be offering the tool to contractors, tradespeople, and homeowners renovating their kitchens.

Les Calder, chief technology officer at the Donaldson Group, said: “We’re excited to launch our 3D design capabilities within the Donaldson Group. The visual selector tool offers an immersive walk-through experience and really elevates the homebuying or renovating experience. It not only enables the customer to design and see their own dream kitchen virtually, it goes one step further; it also makes the design process more efficient for both the housebuilder and the homeowner. For the early adopters of this system, housebuilders can show a point of difference to their customers with this enhanced offer to the public. It really is a fantastic initiative from our innovation team.

“This commitment is just one example of several tech solutions being developed across the Group’s portfolio, and we have both short and long-term plans to continue evolving and expanding our expertise in the industry.”

Andrew Donaldson, CEO of the Donaldson Group, added: “As the world becomes more and more digital, we’re delighted to launch our specialist technology offering, a first to market in customer experience, which is the result of innovative research and collaboration from our incubator tech team. Services like the virtual selector demonstrate the Donaldson Group’s commitment to investing in and strengthening the digital customer experience in our markets.

“With the acceleration of digital innovation across the industry, we are focused on being best in class and being at the forefront of digital technology. We’re proud to offer this exciting tool, enhancing the experience for both our customers and the end-user.”