Conde Nast Publications' Lucky magazine has introduced Lucky At Your Service, a digital shopping concierge Web site and application for Apple's iPhone, featuring advertisers such as Nine West, Dr. Martens and Jessica Simpson Footwear.

Debuting with Lucky's March issue, known as the Spring shoe guide, this service lets women shop both the editorial content and ads from a mobile device with Web-browser capabilities. Digital shopping database NearbyNow Inc. fulfills the service by directly tapping into the inventory of retailers and using a call center to confirm and verify availability at the retailer closest to the consumer, or she can buy immediately online.

"Lucky is always looking for new ways to connect our reader to her passion and help her shop smarter," said Michelle Cardone, associate publisher of creative services for Lucky magazine, New York.

"Lucky At Your Service provides more options and helps close the loop between consumers and products with innovative new technology," she said.

The digital shopping concierge mobile site is at http://www.LuckyAtYourService.com.

The target demographic is the Lucky reader, as well as anyone who is looking to shop more efficiently.

Lucky is positioned as a title about shopping and style, showcasing what to wear and how to wear it and incorporating the best features of a catalog and a magazine.

Since Lucky's launch in December 2000, circulation has gone from 500,000 to more than 1.1 million. It is a monthly.

Lucky's March issue hits newsstands nationwide Feb. 10.

Consumers can download the iPhone app from the iTunes App Store or by visiting LuckyAtYourService.com.

Users can shop the entire shoe guide by trend, brand or color, and select their favorite pair.

Lucky's call center, run by NearbyNow, will locate and confirm availability at the retailer closest to each consumer, as well as place it on hold for same-day pick-up so she can go try it on or can buy it online immediately.

Lucky At Your Service is designed to provide speed and ease of shopping via mobile commerce.

This service was created as a result of Lucky's identification of the emerging and intertwined relationship between shopping and technology, the company said.

NearbyNow provides an online service that lets consumers search all products, brands and sales currently available in local shopping areas near them using the Internet or mobile phones.

Shoppers can put items on hold to pick up with a single click, ensuring that items will be available in the needed size and color.

The company also creates a marketing tool for retailers to target nearby consumers, with the goal of increasing sales by turning online shoppers into in-store buyers.

NearbyNow is based in Mountain View, CA.

How is Lucky getting the word out about its mobile commerce platform?

"Lucky is promoting the application throughout the March issue and through a viral online and mobile effort," Ms. Cardone said. "The model we are employing for this March initiative is added value."