Digital milestone for fashion retailer New Look as it wraps SAP Commerce Cloud migration project

New Look has completed its migration to SAP Commerce Cloud, pitched as a major milestone in the retailer’s ongoing digital transformation journey.

Building on existing deployments of SAP Emarsys and S/4HANA Finance, the new platform unifies customer, product, sales and finance data with the aim of enabling targeted engagement, boosted sales and reduced costs.  

As part of its broader investment in data, AI and digital infrastructure, New Look partnered with SAP and Accenture to modernise its commerce platform and better reach, convert and retain customers. Building on the £30 million capital investment announced earlier this year to accelerate its digital growth, the project consolidated and cleansed disparate customer data into a single platform.

“New Look is a prime example of how clean data and a clear digital strategy unlock real value,” says Leila Romane Managing Director at SAP UKI.

“SAP Commerce Cloud helps the brand reach customers on every channel and deepen loyalty through timely, personalised interactions, supporting initiatives like Club New Look. The platform has already delivered over £4 million in savings through improved resilience and reduced downtime, creating a strong foundation for continued growth.”

Lynda Petherick, CTO at New Look, says: “We’re focused on creating a seamless, data led shopping experience that feels personal and rewarding for every customer.”

“Partnering with SAP and Accenture has allowed us to further strengthen our digital foundations, helping us to connect with our customers in smarter, more meaningful ways. With engagement and sales already up, we are looking forward to building on this momentum throughout the upcoming festive season.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.