New Look has secured a £30 million investment from its shareholders to improve its digital transformation and online experience.

The fashion retailer said that as part of the move it will implement technology that uses data and AI to provide New Look customers with hyper-personalised marketing and a tailored shopping experience, leading to higher satisfaction and lower return rates.

The retailer is focusing the investment on data-driven innovation and real-time analytics to boost supply chain efficiency and anticipate customer trends and improving its app and shopping journey by enabling customers to find the items they need.

It is also using the investment to boost loyalty and engagement, with an aim of cementing its market dominance with rewards and using AI to refine product development.

Additionally, it will use the funding to support its customer migration.

The retailer said it will optimise the store network to underpin digital initiatives in selected retail locations which draw on what it has learned from recent store upgrades in Manchester and Bluewater where digital enhancements have delivered “double digit” growth.

"This new capital injection means we can ramp up our digital operations, enhance customer service, and drive growth and achieve our goal of £1 billion online demand by 2030,” said Helen Connolly, chief executive of New Look. "It will allow us to get even closer to our growing customer base, giving them more of what they want: trend-led, high-quality fashion and a seamless shopping experience.

“By combining our digital expertise with our UK store network, we’re creating a shopping journey that’s smarter, faster, and more personalised.”

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