High street value fashion retailer New Look has announced the launch of a fully-transactional mobile commerce site.

The site has been designed and built by mobile and digital communications business Mobile Interactive Group (MIG).

The company said it integrates into New Look's back end systems and utilises latest developments in mobile technology, such as Javascript, CSS3 & HTML5.

Features of the site include a 'One Click' checkout, zoom functionality and easy to browse products, a statement said.

Dom McBrien, e-commerce director of New Look, said: "At New Look our aim is to offer customers an outstanding multi-channel experience. 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."