New Look boosts customer data strategy with AI and cloud powered Amperity and Databricks partnership

New Look reports the implementation of Amperity, an AI powered customer data cloud, integrated with the Databricks Data Intelligence Platform. Amperity was selected earlier this year following results from a pilot programme.

The 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," says 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."

“What's remarkable about New Look's transformation is how quickly they turned customer insights into action,” says 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 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," says 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."

"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,” comments 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."

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

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 Wednesday, 3rd September.