New Look dives into loyalty programmes for first time

Womenswear retailer New Look has launched its first-ever loyalty programme, Club New Look. The company, which is one of the biggest British names in womenswear targeting the 18-44 age group, said it comes with an online 25% off Welcome Offer, exclusive weekly ‘Club Prices’, early access to sales, new launches and promotional events, and entry into exclusive members-only prize draws and competitions.

It’s the latest result of the £30 million investment the retailer announced back in the spring as it continues its digital transformation journey, supported by a £30m investment announced in April to accelerate its online and data capabilities. Over the past five years, the business has transformed its digital offer, including an upgraded website and app, a 7-million-strong social community and category-leading positions in dresses, denim, outerwear, and footwear.

The launch of the free-to-join programme follows “a successful trial and extensive customer feedback”. It’s now live across the UK and CEO Helen Connolly said it’s targeting 800,000 members by the end of the financial year. 

A couple of months ago, it was reported that New Look’s owners — investment firms Alcentra and Brait — had take a step forward in their plan to sell the business and had appointed bankers to run a strategic review.

A Sky News report said the review “is expected to see the company change hands next year” and that the owners had received a number of “unsolicited approaches for the business from unidentified suitors”.