New Look announces m-commerce success

Fashion retailer, New Look, has recently announced

the benefits of its collaboration with marketing solutions provider, Responsys.

It’s a sign to other retailers looking to improve their m-commerce facilities; the collaboration allowed New Look to automate highly personalised and mobile-optimised emails designed to drive traffic to its new m-commerce website. Responsys conducted research which identified the browsing habits and behaviours of New Look’s customers, and it allowed the fashion retailer to determine the best form of marketing its products, having specified a desire to increase sales via mobile phones.

Results showed a 300 per cent increase in programme performance from the “mobile segment”, proving that smartphone users were more strongly engaged with the brand than other customers.

Simon Robinson, Marketing & Alliances Director of Responsys’ EMEA region, said: “New Look is an excellent example of how marketers can use website behaviour to produce more targeted and relevant campaigns, and one of the leading retail companies testing the success of m-commerce.”

Sita Patel, E-commerce CRM Manager at New Look, claimed that the company’s work with Responsys had reinforced the importance of retailers understanding their customers. “The successful launch of our new m-commerce site reinforces how vital it is to continue to provide excellent customer service and mobile experiences for our mobile users,” she commented. “When we determine that a user has a preference for using a mobile device to view the New Look website, a mobile-optimised email is three times more successful than a non-optimised email.”