New Look has launched its first loyalty scheme to provide customers with tailored offers and early access to products.

The fashion retailer said the free loyalty programme, called Club New Look, reflects the company’s commitment to providing a more personalised, data-led customer experience.

The launch of the scheme follows a successful trial and “extensive” customer feedback.

New Look says the move will build stronger, longer-term relationships with its more than 10 million known customers.

Member benefits include exclusive club prices, entry into member-only prize draws and competitions and early access to sales, new launches and promotional events.

“Club New Look is our new loyalty proposition, designed to offer exclusive, added-value benefits that make our members feel seen, appreciated and inspired,” said Helen Connolly, chief executive of New Look. “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.

“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 loyalty programme, which will be rolled out across the UK, follows a £30 million investment announced in April 2025, aimed at powering the next phase of New Look’s digital growth.

Over the past five years, the business has transformed its digital offer, including an upgraded website and app.

In July, New Look announced the implementation of a new AI-powered customer data cloud.

The technology is designed to connect data across all online and in-store customer touchpoints with the aim of identifying high-value customers and providing consumer insights in real time.

The move follows a pilot of the technology, with New Look saying that results from the trial suggest return on investment within the first quarter, driven by more efficient marketing campaigns, improved audience targeting, and increased cross-channel conversions.

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