New Look has secured a £30million investment from shareholders to accelerate its digital transformation and optimise its online customer experience (CX). The investment will focus on data, AI and enhancing its ecommerce platforms as it looks to drive £1billion in online demand by 2030.

Over the last five years, New Look has invested in elevating its digital capabilities, including an upgrade to its website and app and growing its 7million-strong social media community. It has also created its own proprietary Enterprise Data Platform, which uses data and AI to deliver hyper-personalisation to shoppers, aimed at enhancing CX and driving down returns.

The new £30million investment will power the next stage of New Look’s digital transformation. It will be strategically deployed across data innovation, tech investments in its app and ecommerce platforms, AI enhancements to its loyalty programmes, and dialling up omnichannel capabilities.

“Our goal is to be the number one online destination for feel-good fashion, powered by our loyal customer base and proven digital model,” Helen Connolly, CEO of New Look, commented. “This new capital injection means we can ramp up our digital operations, enhance customer service and drive growth and achieve our goal of £1billion online demand by 2030.” 

Seeking to create data-driven innovation, New Look will expand its Enterprise Data Platform to deliver hyper-personalised shopping experiences. It will also look to leverage real-time analytics to improve supply chain speed and efficiency, and anticipate customer trends. Meanwhile, planned upgrades to its app and ecommerce platform include improving search and product discovery for online shoppers, and streamlining the checkout experience to improve CX and drive sales.

With a focus on driving loyalty and engagement, New Look plans to use AI-powered insights to refine product development, ensuring its collections remain trend-led, while offering its 10million customers good value. It will also introduce new digital initiatives for its loyalty programme, Club New Look, offering members exclusive rewards, products and promotions to boost engagement and repeat purchases.

“Our customer is at the heart of everything we do. We know them inside out – what they love, how they shop, and what inspires them. This new funding is a clear endorsement of our compelling strategy. It will allow us to get even closer to our growing customer base, giving them more of what they want: trend-led, high-quality fashion and a seamless shopping experience.

Helen Connolly, CEO, New Look

Having launched a new ‘omni-hub’ concept store at Bluewater and having deployed upgrades to its Manchester flagship store, which it said delivered double digit sales growth, New Look will also continue to invest in its physical retail network. It said it planned to optimise its store estate to underpin digital initiatives to streamline the customer journey and strengthen in-store digital engagement.

“By combining our digital expertise with our UK store network, we’re creating a shopping journey that’s smarter, faster and more personalised,” Connolly concluded.