New Look has followed the debut of its transactional m-commerce site with the launch of its first iPhone app, which has also been designed for use in-store.

The app is free to download, contains fashion advice and downloads and directs users to New Look’s m-commerce site.

The retailer’s app also uses GPS to direct users towards the nearest New Look store and also has a barcode scanner to point users to more information on the products, such as other items in the range or availability in plus-size clothing.

Dom McBrien, New Look’s multi-channel director, said, “The ability to combine the latest trend information with ability to scan in-store barcodes and order through your mobile takes us another step closer to our vision of providing an exemplary multi-channel customer experience.”

The retailer paired with Mobile Interactive Group (MIG) for the app, which it also used to launch its m-commerce site (nma.co.uk 5 April 2011).