British fashion retailer New Look has announced the implementation of a new AI-powered customer data cloud.

The technology is designed to connect data across all online and in-store customer touchpoints with the aim of identifying high-value customers and providing consumer insights in real time.

The data cloud, which has been installed in partnership with customer data management firm Amperity, is integrated with a data intelligence platform from analytics company Databricks.

The move follows a pilot of the technology, with New Look saying that results from the trial suggest return on investment within the first quarter, driven by more efficient marketing campaigns, improved audience targeting, and increased cross-channel conversions.

The company added that the technology can identify and reach up to 24 per cent more high-value customers through enhanced data-driven marketing as well as boosting return on ad spend by targeting audiences provided by the technology.

New Look has said it is already using the data provided to form actionable insights, with the retailer finding that customers with multiple identifiers spend around 95 per cent more and place twice as many orders.

Prior to rolling out the technology, around 3.4 million customer profiles had been fragmented across multiple records, with 31 per cent of New Look’s top customers using multiple email addresses, making it harder to recognise and properly serve them.

"This partnership represents a fundamental shift in how we approach customer data, we're now able to understand that 71 per cent of our top customers shop across multiple channels, which is a key behaviour on the journey to becoming a high-value customer,” said 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."

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