New Look has further modernised its omnichannel strategy in time for the festive peak with the completion of its migration to SAP Commerce Cloud.

Through a partnership with SAP and Accenture, the UK womenswear retailer integrated the new platform – designed to unify customer, product, sales and financial data – to boost targeted engagement and sales whilst reducing costs.

Building on a £30 million capital investment announced earlier this year to accelerate the brand's digital growth, the cloud transformation consolidated and cleansed disparate customer data into a single platform that connects the omnichannel experience across web, mobile and stores.

The migration was completed in six months, with the move boosting personalised offers and experiences that aim to encourage repeat purchases and loyalty.

The company said that the new platform will also help to accelerate the time-to-market for new features for an improved customer experience.

New Look will use its cloud infrastructure to grow its recently launched online loyalty programme, Club New Look, through real-time, data-driven interactions across all channels.

The business said that today's rapidly changing fashion world requires retailers to anticipate customer demand and “remain agile” in response to emerging trends, especially as the peak shopping season approaches.

Lynda Petherick, chief technology officer at New Look, said the move has helped further strengthen New Look’s digital foundations.

“With engagement and sales already up, we are looking forward to building on this momentum throughout the upcoming festive season,” she said.

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