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New Look Transforms Customer Data Strategy with Amperity and Databricks Partnership

Leading Fashion Retailer Unifies Customer Data to Deliver Exceptional Omnichannel Experiences and Drive Revenue Growth

LONDON – 1 July, 2025 – New Look, one of the UK’s leading fashion retailers, today announced the successful implementation of Amperity, the AI-powered customer data cloud, integrated with the Databricks Data Intelligence Platform. Amperity was selected earlier this year following successful results from its pilot programme. The partnership aims to unify customer data to deliver exceptional experiences across channels and drive revenue growth.  

The joint solution enables New Look to connect data across all customer touchpoints – online and in-store – to better identify high-value customers and activate insights in real time. Results from the pilot indicated a projected return on investment within the first quarter, driven by more efficient marketing campaigns, improved audience targeting, and increased cross-channel conversions.

“With Amperity’s AI-powered identity resolution, we’ve uncovered that 3.4 million customer profiles had been fragmented across multiple records,” said Jack Freeman, Customer Analytics Manager at New Look. “Most importantly, we discovered that 31% of our top customers were using multiple email addresses, making it nearly impossible to recognise and properly serve our most valuable shoppers.”

Other key findings from the pilot demonstrate significant potential for improved business outcomes, with the ability to:

  • Identify and reach up to 24% more high-value customers through enhanced data-driven marketing.
  • Achieve over £1M in media savings and boosted return on ad spend by 50% using Amperity-built audiences.
  • Deliver personalised customer experiences across online and in-store channels, driving higher conversions.

“What’s remarkable about New Look’s transformation is how quickly they turned customer insights into action,” said Matthew Lubeck, General Manager, EMEA at Amperity. “We found that customers with multiple identifiers spend 95% more and place twice as many orders. This is the power of unified customer data in driving business impact.”

The partnership leverages capabilities from the Databricks Data Intelligence Platform in combination with Amperity’s customer data cloud, using bidirectional data sharing that processed over 7.5 billion records in minutes without requiring complex schema mapping. Due to the ability to seamlessly share data between Amperity and Databricks, the full solution implementation took less than 90 days.

“The integration between Databricks and Amperity demonstrates how powerful a modern data architecture, such as the Databricks Data Intelligence Platform, can be when paired with purpose-built AI for customer data,” said Michael Green, Managing Director UK and Ireland at Databricks. “New Look can now democratise data access across its organisation while maintaining governance and quality, enabling teams to derive insights in minutes rather than days or weeks.”

The solution has already further identified several high-impact opportunities for New Look, including:

  • Potential to recover £2.1M in revenue by converting just 5% of one-time buyers into repeat customers
  • Projected £2.4M in revenue from reactivating only 1% of lapsed customers
  • Opportunity to generate £8.1M by converting 1% of single-channel shoppers to omnichannel customers

“This partnership represents a fundamental shift in how we approach customer data, we’re now able to understand that 71% of our top customers shop across multiple channels, which is a key behaviour on the journey to becoming a high-value customer,” added Daniel Chasle, Chief Data Officer at New Look. “These insights allow us to launch campaigns that incentivise customers to shop both online and in-store, driving higher lifetime value.”

About New Look

New Look is one of the UK’s leading womenswear brands in the 18-44 sector, operating in the clothing and footwear market, with a strong online presence and store estate. New Look offers products, and a shopping experience based on excitement, value, and newness. The New Look brand is distinct and trusted in the UK, with strong sustainability credentials, catering to a broad customer audience. 

About Amperity

Amperity’s Customer Data Cloud empowers brands to transform raw customer data into strategic business assets with unprecedented speed and accuracy. Through AI-powered identity resolution, customizable data models, and intelligent automation, Amperity helps technologists eliminate data bottlenecks and accelerate business impact. More than 400 leading brands worldwide, including Virgin Atlantic, Dr Martens, Wyndham Hotels & Resorts, and Reckitt, rely on Amperity to drive customer insights and revenue growth. Founded in 2016, Amperity operates globally with offices in Seattle, New York City, London, and Melbourne. For more information, visit amperity.com or follow us on LinkedIn, X, Facebook, and Instagram.