High street fashion retailer New Look has launched a fully transactional mCommerce site, designed and built by mobile and digital communications business, Mobile Interactive Group (MIG). The site integrates with New Look’s back end systems and uses Javascript, CSS3 & HTML5 to offer what MIG calls: “the ultimate mobile shopping experience”.
The challenge of most mCommerce sites is to give customers the confidence to buy via mobile, says MIG. For this reason, the focus of the project was to launch the most engaging and seamless transactional service of any high street fashion retailer to date, one that would encourage New Look’s mobile savvy customers to buy.
Key features include a faster journey from homepage to products with zoom functionality; easy browsing of products in one, two or three column formats; seamless viewing, with accordion navigation to reduce page refreshes; and a single consumer shopping basket between the website and mobile site.
A search bar on the homepage enables users to get to relevant products quickly and easily. Within the product pages, users can refine category searches without leaving the page and define how they want to display their search results page. Users will be notified if that particular product is running low in stock or is out of stock. The site also offers a seamless user experience across both high-end and feature phones, enabled by MIG’s mobile website and app publishing platform. 
Registered users benefit from a quick, simple and secure ‘One Click’ purchasing process, and users are also able to shop anonymously with no registration required. To make delivery easy, shoppers have the option to nominate a particular delivery day and time from their mobile device. Consumers can also review their account details; track their orders; check out recently- viewed items when returning to the site; and post seamlessly to Facebook and Twitter.
“At New Look, our aim is to offer customers an outstanding multichannel experience. To do this we must offer an easy and convenient shopping experience through a multitude of channels,” notes Dom McBrien, New Look’s eCommerce director. “Research suggests that in 2012, access to the internet via smartphone devices will even supersede the desktop PC, so this is a clear opportunity. As a result, New Look is launching a market-leading mobile-optimised site…By offering a best-in-class user experience suited to the mobile shopper, we are confident that New Look will be the fashion brand of choice for the shopper, wherever they are.”
