New Look, the “value” fashion retailer, is rolling out its first ever loyalty club as it seeks to recalibrate its mix of online and bricks and mortar operations on the back of a £30m investment to drive personalised customer experiences.
Club New Look members will get a 25% discount welcome offer online, exclusive “club prices”, early access to sales, new launches and promotional events, and the chance to win entry into exclusive member-only prize draws and competitions.
New Look CEO Helen Connolly said: “At New Look, we’re always exploring ways to better recognise and reward our customers.
“Club New Look is our new loyalty proposition, designed to offer exclusive, added-value benefits that make our members feel seen, appreciated and inspired.
“Following a successful soft launch, which saw 500,000 customers joining our club, we are now aiming to have 800,000 members by the end of the financial year.”
She added: “We’re excited to roll this out nationally as part of our ongoing strategy to create a more digitally driven, personalised and rewarding shopping experience.”
The move comes as the company is ramping up its store closure programme following tax increases which came into effect in April.
Around a quarter of the fashion retailer’s 364 stores nationwide are understood to be at risk when leases expire, putting some of its 8,000 workforce at risk.
The business has restructured its store estate twice in the last six years and has downsized its portfolio from 600 UK stores in 2018.
A New Look spokesperson told Metro: “Our store estate is an important part of our business, alongside our best-in-class website and app.
“It is this omni-channel approach which allows us to best serve our 10 million customers, however, they like to shop.
‘We have recently invested over £3m in our stores in Greater Manchester to trial new omnichannel initiatives to improve customer experience. Using the learnings from these trials, we are now upgrading a further 17 stores across the country.
“We also continue to invest in our thriving online platform, which has resulted in a strong online sales performance, with volumes significantly outpacing last year and an improved online margin.”
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