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New Look kick starts next generation m-commerce with site built around HTML5

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High street fashion retailer New Look has launched a fully transactional m-commerce site built using the latest in HTML5 and CSS3 technology to offer a much more app-like experience on mobile web and marking a move by retailers into the next generation of mobile retail that harnesses the functionality and user-experience of apps and the flexibility of m-web.

Key features include fast ‘One Click’ checkout for registered users; quicker journey from homepage to products with engaging zoom functionality; easy to browse products in one, two or three column formats; seamless viewing with accordion navigation to reduce page refreshes and single consumer shopping basket between the website and mobile site.

The site also boasts multiple calls to action and a prominent ‘Search’ bar on the homepage to enable 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 product 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 application 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 right 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 up seamlessly to Facebook and Twitter.

The challenge of most m-commerce sites is to give customers the confidence to purchase via mobile. The focus of the project was to launch the most engaging and seamless transactional service of any high street fashion retailer to date that would encourage New Look’s mobile savvy customers to buy.

Dom McBrien, eCommerce Director, New Look says: “At New Look our aim is to offer customers an outstanding multi-channel experience. To do this we must offer an easy and convenient shopping experience through a multitude of channels. 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. Crisp and zoomable product imagery, social media integration and an easy one-click checkout for registered users are just a few of the cutting-edge features.

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.”

Matt Cockett, Commercial Director, Mobile Interactive Group, the company that built the site, adds: “We’ve worked closely with New Look on the design, user experience (UX), the end-to-end build and integration of the site with a suite of API’s, provided by New Looks eCommerce software provider ATG, to deliver a future proofed mCommerce site that is connected to all product and customer account systems. Like many online retailers, New Look are seeing a daily increase in shoppers viewing their website via a mobile device, now they’re able to give consumers choice of ordering what they want, how they want and wherever they want.”

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