British retailer New Look has rolled out a mobile commerce-enabled Web site, which strategically places the search functionality front and center to ensure consumers have access to its full product range.

The site is available at http://m.newlook.com. The site contains integrates links to Facebook, Twitter and email, letting consumers share their favorite links.

“What retailers have to realize is that a significant portion of their customers are ready to buy via mobile devices,” said Neil Strother, Kirkland, WA-based practice director at ABI Research. “So, it’s necessary to have a mobile site that enables a transaction right from the handset.

“If not, you risk losing a sale and your customer going to a competitor’s site that has this capability,” he said.

New Look did not respond to press inquiries. Mr. Strother is not affiliated with New Look. He was asked to comment on this story based on his mobile expertise.

Site features
The mobile Web site links consumers to New Look TV and New Look’s Fashion Blog, making it easy to keep up to date and watch the latest trend at any time.

The search functionality makes the journey from homepage to product page very quick. Users can browse products using one, two or three columns and can zoom in to see things in greater detail.

The site is available in JavaScript, CSS3 and HTML5, making it available on all smartphone platforms.

The store locator feature is fully integrated with Google Maps. Users can also check for store hours.

To make delivery easy, shoppers can pick which day they want their products delivered.

“At New Look our aim is to offer customers an outstanding multichannel experience,” said Dom McBrien, ecommerce director at New Look, in a statement to the press. “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,” he said. “As a result, New Look is launching a market-leading mobile-optimized 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.”