Obsessive customer focus

We are committed to listening and responding to our customers. This requires internal co-ordination and a single, shared view of the customer. We therefore relocated our core buying, merchandising, design and marketing teams from split sites to one office near Oxford Circus, London. As well as providing access to one of the world’s fashion capitals, this move has made it easier for almost 250 people to work together to deliver the fashion our customer wants.

Our customers drive every aspect of our business
We have a dedicated in-house Customer Insight unit focused on sourcing customer information using traditional methods such as quantitative and qualitative market research, activity-based panels and focus groups. We also spend time listening to our customers all over the world. We talk to them in the stores, in groups and one-on-one. We have an online community of over 3,500 New Look shoppers (myLook) who give us feedback 24/7 and our very own customer run TV channel on YouTube. It is this obsessive focus on our customers that means we can keep delivering new ideas, new looks and new reasons to keep coming back.

Did you know over the last year we:

  • Launched our Customer Scorecard to track New Look performance across brand, market and channel to help educate and inform management actions

  • Extended international insight coverage to France and Ireland to improve our understanding of the customer in local markets

  • Undertook four seasonal price benchmarking studies across the business, ensuring New Look maintains its competitive price position

  • Launched an ongoing programme of customer wearer trials to benchmark the quality and fit of New Look products

  • Spoke to over 65,000 shoppers to track our customer experience; initiatives arising from this included a service programme in stores that has now been rolled out across the portfolio

  • Interviewed over 125,000 customers and conducted over 75 focus groups with high street shoppers to ensure we are continually learning how to improve our business and give our customers what they really want.