New Look launches first loyalty scheme as part of £30m digital transformation

New Look has rolled out its first-ever nationwide loyalty programme, Club New Look, offering members exclusive discounts, early access to collections and events and entry into prize draws.

The free-to-join scheme marks a major milestone in New Look’s ongoing digital transformation strategy, following a £30 million investment announced in April to enhance its technology, data and online experience. With the cash injection, New Look is planning to double digital orders from £500 million to £1 billion by 2030, and achieve 10% online market share by FY28.

Club NewLook Members will receive a 25% online welcome discount on full-price items, weekly 'Club Prices' on selected products, early access to sales and new launches, and automatic entry into member-only competitions.

Following a successful trial phase and positive customer feedback, Club New Look is now live across the UK. The retailer said the programme is designed to deliver a more personalised, data-led shopping experience while rewarding loyalty among its 10 million known customers.

Helen Connolly, CEO of New Look, 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 join 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 launch is the latest step in New Look’s broader shift toward digital innovation. Over the past five years, the brand has upgraded its website and app, built a 7-million-strong social following and strengthened its leadership.