New Look is investing a total of £3.3m into upgrading and improving its store estate across Greater Manchester, Retail Week can reveal.
The fashion retailer plans to dedicate the investment to in-store technology, improved loyalty schemes, store upgrades and staff training.
New Look will trial a range of initiatives across its 20 stores in the area over the next 12 months to “create a blueprint” for further improvements across its wider store estate.
It will then evaluate the success of the new concepts after the trial period before deciding which ones to roll out across its wider UK store portfolio.
New Look said Greater Manchester was selected as the trial location as a result of its reputation as a “UK fashion hub”.
A ”significant part of the investment” is expected to go towards cosmetic store upgrades to improve the in-store experience for consumers.
Customers can expect to see interactive displays throughout stores, highlighting online exclusives, and a wider range of products available for next-day collection.
New technology is also being introduced to back-end systems to run an “improved returns approach” and a new click-and-collect service to create a more seamless shopping experience.
The trial will include investment in team resources through more training and upskilling of New Look staff members.
New Look also plans to bring a more bespoke approach to its stores, depending on their location, to ensure there is something of “value and quality on offer for every customer and any occasion”.
The fashion retailer said the investment reflects its “strengthened commitment” to bricks-and-mortar retail and its current store estate as part of its ongoing omnichannel strategy.
New Look chief executive Helen Connolly said: “We’ve always been very proud to have a strong presence on British high streets, ever since we opened our doors over 50 years ago.
“This investment programme is an exciting step for us in how we can continue to elevate the shopping experience for our customers while bringing them fantastic-quality products and creating future growth for New Look.”
New Look retail director Elaine Cartwright added: “With over 20 stores in the surrounding area, Manchester is the perfect location for us to trial these exciting new initiatives and turn up the dial on our omnichannel offer.
“I am looking forward to working with colleagues to implement our plans and see which experiences add the most value to our customers.”
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