New Look’s customer loyalty programme has reached one million members ahead of schedule following its national roll-out in October 2025.
Free to join, Club New Look offers exclusive ‘Club Prices’, early access to sales and new product launches, and members-only prize draws, all “underpinned by personalised data-led communications” for a more tailored shopping experience.
The milestone follows a £30 million investment announced in April 2025 to accelerate New Look’s digital transformation and customer engagement strategy.
The programme has resonated strongly with New Look’s core audience, with around 56% of members being aged 18-44. It is also delivering strong results, with over 80% of members active within 90 days and shopping twice as frequently as non-members.
Dresses are the most purchased category for Club New Look members, accounting for 14% of transactions.
Clare Dobbie, Chief Customer Officer of New Look, said: “Reaching one million members is a fantastic milestone and a real testament to the team and how strongly it has resonated with customers. Our customers truly drive our business at New Look and, now powered by a world-class data platform and capability, Club New Look is a true reflection of this approach.
“From the outset, our ambition was to create a proposition that genuinely adds value – rewarding our most engaged customers while allowing us to deliver more relevant, personalised experiences.
“Hitting this target ahead of plan shows the appetite our customers have for being recognised and rewarded, and we’re excited about what’s next for Club New Look.”