High street fashion retailer New Look has today launched a new website specially designed for mobile phone users.
The new m-commerce platform will be fully transactional, allowing New Look customers to purchase items through a one-click payment system whilst on the move.
Dom McBrien, e-commerce Director at New Look, commented: “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.”
Many retailers have embraced the app as their mobile channel of choice but BT Fresca recently argued that investment in mobile-optimised websites is the best way to exploit m-commerce trade.
A report by Keynote Systems released today has found that Tesco currently runs the fastest m-commerce site in the UK, followed by Next, Marks & Spencer and John Lewis.
Technology firm Usablenet runs all of these sites and its President Nick Taylor was keen to emphasise how important site speed is to mobile sales conversion.
“As speed is the most essential benchmark to judge mobile usability, it is vital for brands to consider the speed and overall usability of their mobile sites in order to drive brand loyalty, traffic, and sales, in addition to preventing poor user experiences that can result in customer losses,” Taylor said.