New Look has partnered with AI customer data cloud, Amperity, and data intelligence platform, Databricks, to unify cross-channel customer data, in order to power omnichannel shopper experiences and drive revenue growth.

The combined solution from Amperity and Databricks allows New Look to connect data across all its customer touchpoints, including online and in-store, to better identify high-value customers. It then uses real-time insights to deliver more efficient marketing campaigns and improved audience targeting to increase cross-channel conversions and customer lifetime value (CLV).

Using Amperity’s AI-powered identity resolution, New Look discovered that 3.4million of its customers were using multiple records, such as email addresses. This made it difficult to identify, track and engage this cohort of customers, who, despite having fragmented profile data, were actually among the fashion retailer’s most valuable shoppers.

“We discovered that 31% of our top customers were using multiple email addresses, making it nearly impossible to recognise and properly serve our most valuable shoppers,” Jack Freeman, Customer Analytics Manager at New Look, explained. Matthew Lubeck, General Manager EMEA at Amperity, added that it found “customers with multiple identifiers spend 95% more and place twice as many orders.”

Combining Amperity’s customer data cloud with Databricks’ platform, New Look can tap bi-directional data sharing, which processed 7.5billion+ records in just minutes. This enables the fashion retailer to quickly “democratise data access across its organisation while maintaining governance and quality,” said Databricks’ MD UK&I, Michael Green.

“This partnership represents a fundamental shift in how we approach customer data,” Daniel Chasle, Chief Data Officer at New Look, said. “We’re now able to understand that 71% of our top customers shop across multiple channels, which is a key behaviour on the journey to becoming a high-value customer.”

“These insights allow us to launch campaigns that incentivise customers to shop both online and in-store, driving higher CLV,” Chasle added.

The Amperity-Databricks solution has already further identified several opportunities for New Look, including the potential to recover revenue by converting one-time buyers into repeat purchasers as well as reactivating lapsed customers. It has also helped identify a £8.1million opportunity in using data to convert just 1% of single channel shoppers into omnichannel customers.