Developer of proprietary, smartphone measurement applications MySize Inc. has revealed it is developing a new application, designed to support 'off-line' apparel shopping and boost customer loyalty and retention.

The Israel-based company uses what it calls sophisticated algorithms to drive its measurement technology and says the new app, which has yet to be branded, aims to support retail sales in brick-and-mortar stores by allowing staff to create a measurement profile for customers that can be used for future purposes, on or off-line.

According to MySize, this is "likely" to encourage return visits and drive customer retention.

"To date, it's been all about the online clothes shopping, which continues to grow at lightning speed," explains MySize CEO Ronen Luzon. "However, off-line retail still remains the bigger piece of the pie and a very important market. Our intention is to improve the shopping experience for all customers, whether shopping on or off line so that [they] can always choose the right size, the first time. And, like we always say, happy customers mean less returns and better profits for retailers. It's a win-win situation for everyone."