Mobile development is designed to foster instore interactivity for the High Street fashion retailer off and online

Mobile development is designed to foster instore interactivity for the High Street fashion retailer off and online

High Street fashion retailer New Look has launched a new iPhone and iPod Touch application, offering fashion and lifestyle content, special offers and style advice, while providing a link to the New Look mobile commerce site.

Developed by mobile and digital technology business Mobile Interactive Group (MIG), it said the application combines the strengths of an optimised mobile site with the impact of an application, providing New Look iPhone users with an enhanced customer experience.

The application offers users a magazine-style experience, featuring fashion advice and information from ‘New Look Daily’ (a daily fashion alert) plus exclusive offers, which users can share via Facebook and Twitter. The store locator feature helps customers find their nearest shop, while announcing developing stories in New Look stores across the country.

Linking mobile to offer instore

Once instore, the application’s barcode scanner can be used to access more information about products, from New Look’s plus size clothing to the latest coats for Autumn Winter 2011. Users can check whether items are available in a specific size or colour by connecting to the New Look m-commerce site, which opens within the application.

Dom McBrien, multichannel director at New Look, said: “For New Look, mobile is not simply a bridge between our online and offline properties, but a channel through which we can actually enhance the customer experience whether online or instore.

“We are excited about the launch of the New Look iPhone app, and feel that it complements our mobile commerce site excellently. The ability to combine the latest trend information with scan instore barcodes and order through your mobile takes us another step closer to our vision of providing an exemplary multichannel customer experience.”