New Look increases sales by 45% after mobile site launch

Fashion retailer New Look has increased sales by 45% three months after the launch of its mobile commerce site.

New Look launched its mobile commerce website in April 2011, which was built by Mobile Interactive Group (MIG). The retailer claimed mobile sales increased 500% year-on-year, with a 60% increase in orders and 45% increase in sales between April and July 2011.

"We've seen some incredible results since going live with our mobile internet site in April, totally exceeding initial key performance indicators (KPIs)," said Dom McBrien, multi-channel director at New Look. "We have more plans in place over the coming months to ensure we are providing an outstanding multi-channel customer experience."

Built on Javascript, CSS3 and HTML5 technology, the mobile site includes "zoomable" product images, integration with Google Maps and one-click checkout for registered users. The site also links to social media platforms and personal e-mail accounts to allow users to share favourite products.

"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," said McBrien.

Research by internet monitoring firm Keynote Systems showed UK retailers are falling behind other international stores with in terms of mobile site availability.

According to the research, 24 of the top UK retailers experienced a fall of up to 13% in mobile site availability over a period of month.