High street fashion retailer, New Look, has seen sales on mobile grow by more than 500% year on year since August, according to its own research, as well as seeing a 60% overall increase in orders and a 45% surge in revenues.
The three months since launch in April 2011 have seen the fully transactional mobile site, which displays New Look’s full product range, already far exceed key performance indicators with conversions at times outstripping internet transactions.
Dom McBrien, Multi-Channel Director, New Look said: "We’ve seen some incredible results since going live with our mobile internet site in April, totally exceeding initial KPI’s. Plus we have more plans in place over the coming months to ensure we are providing an outstanding multi-channel customer experience.
We’ve utilised the latest technology to create a feature-rich mobile shopping experience that offers our customers an easy and convenient way to shop whenever they choose. Features such as the fast ‘One Click' purchasing and engaging browse, zoom and view functionality deliver a seamless and rewarding user experience, which since launch has seen the mobile conversion rate double."
Matt Cockett, commercial director, Mobile Interactive Group, which built the site. adds: “The past 12 months have seen m-commerce move to being a central strategy for all major retailers. We are particularly proud of the design and build for New Look as it perfectly demonstrates how far we can push the possibilities of the mobile internet, transactions, and social media and also work with the native device features, like mapping and location, to deliver an amazing user experience and deep user engagement.”
MIG worked extensively on the usability of the site to reduce the user journey from enquiry to product to check-out, developing a ‘One Click’ purchase option for registered users. Non registered shoppers are also able to browse the site and make one-off purchases.
The company also pushed deep in to the functionality enabled by HTML5 to deliver product zooming and spinning, the ability to browse 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 the mobile site. In addition, the site gives users the option to locate their nearest store and use social networking to share products via Facebook, Twitter and also email.