Womenswear fashion chain New Look is turning to an AI-driven solution to unify customer data as it strives to deliver exceptional experiences across channels and drive revenue growth.
The retailer, which has 338 stores across the UK and an online shopping site and app which attract more than 223 million visits a year, has implemented Amperity, the AI-powered customer data cloud, integrated with the Databricks Data Intelligence Platform.
Amperity was selected earlier this year following successful results from its pilot programme.
The joint solution enables New Look to connect data across all customer touchpoints – online and in-store – aimed at better identifying high-value customers and activating insights in real-time.
Results from the pilot indicated a projected return on investment within the first quarter, driven by more efficient marketing campaigns, improved audience targeting, and increased cross-channel conversions.
New Look customer analytics manager Jack Freeman said: “With Amperity’s AI-powered identity resolution, we’ve uncovered that 3.4 million customer profiles had been fragmented across multiple records.
“Most importantly, 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.”
Other key findings from the pilot demonstrate significant potential for improved business outcomes, with the ability to identify and reach up to 24% more high-value customers through enhanced data-driven marketing.
The company also achieved over £1m in media savings and boosted return on ad spend by 50% using Amperity-built audiences all the time delivering personalised customer experiences across online and in-store channels, driving higher conversions.
Amperity EMEA general manager Matthew Lubeck explained: “What’s remarkable about New Look’s transformation is how quickly they turned customer insights into action.
“We found that customers with multiple identifiers spend 95% more and place twice as many orders. This is the power of unified customer data in driving business impact.”
The partnership taps into capabilities from the Databricks Data Intelligence Platform in combination with Amperity’s customer data cloud, using bidirectional data sharing that processed over 7.5 billion records in minutes without requiring complex schema mapping.
Due to the ability to seamlessly share data between Amperity and Databricks, the full solution implementation took less than 90 days.
The solution has already further identified several high-impact opportunities for New Look, including the potential to recover £2.1m in revenue by converting just 5% of one-time buyers into repeat customers; a projected £2.4m in revenue from reactivating only 1% of lapsed customers; and, finally, the opportunity to generate £8.1m by converting 1% of single-channel shoppers to omnichannel customers.
New Look chief data officer Daniel Chasle concluded: “This partnership represents a fundamental shift in how we approach customer data, 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 lifetime value.”
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