UK based online fashion retailer Asos, which has just opened an Australian store, has launched a new application allowing people to shop from iPhone, iPad or iPod Touch. 

Asos says the app gives “an elevated user experience when browsing and purchasing from the site” when using any of the Apple devices.

James Hart, Asos e-Commerce director, says following year-on-year growth of over 800 per cent in mobile revenue, Asos wanted to take a considered approach to releasing these first apps, “so that the foundations were rock-solid, thereby allowing us to now develop and improve the experiences”.

Shoppers can seamlessly synchronise between the website, mobile site and app. Key shopping features, such as Save for Later – where products of interest are saved from the category results page to review in the customer’s preferred timeframe – and Shopping Bag, will be accessible upon sign-in.

Additional features exclusive to the app include the ability to search and locate local drop-off points (by map) for returns, and saved searches to access favourite types of products faster.

Hart added: “We also wanted to make sure the app synced with the main site, so we built APIs to do that. As a result, we’ve delivered real-time stock availability and your Bag and Saved Items syncing with your main Asos account. Finally, we’ve built some app-specific features in such as offline browsing of ‘New In’ items, for those underground moments, and a new My Searches area; both designed for speed and convenience on the go. Watch this space for much more over the coming months.”

The launch comes one month after the Asos Magazine app, and a year since the dedicated mobile site, in a series of innovative new technological platforms from the global online store, which added Australia and Italy to its site portfolio within the last week.