New Look plans to launch multichannel services such as click and collect as it aims to increase online sales to 10 per cent of its total revenue in the next three to four years.  

The fast-fashion retailer will redevelop its website on the ATG e-commerce platform and is due to go live with a second-generation website in October.  

Once the site has relaunched, New Look will begin work to introduce multichannel services such as click and collect.

New Look group business change director Adrian Thompson told Retail Week the retailer planned to generate 10 per cent of total sales online, but would not say what percentage the company has reached since launching the transactional website in December 2007. He said that it is no longer appropriate to talk of the present online sales figure in terms of a large store.

New Look has a 2.79 per cent market share of visits to UK apparel and accessories websites, according to Hitwise, with between 850,000 and over 1 million visitors each week.  Thompson said the second-generation site won’t be significantly different at launch in terms of functionality, but will showcase the brand’s fun and fashion elements. Over time, the new platform will be used to introduce a more seamless multichannel customer experience.  

Thompson said: “We were the first value-fashion retailer to launch a transactional website and now have a clear strategy for multichannel, as opposed to e-commerce.”  He said that while the first-generation platform, supplied by E-inbusiness, had worked well, the move to ATG’s platform – working with digital agency Design UK and technology outsourcing partner Accenture – will help deliver this strategy.  

The retailer revealed plans in January to launch websites for the French and Belgian markets, where it already has stores. It has now confirmed that it will continue to work with E-inbusiness on these plans, and is in the process of developing sites that are specifically tailored to these European markets.