Myer reveals its online initiatives

By Keri Algar

SYDNEY, NSW: Myer has revealed its current online initiatives, inspired by "extensive” consumer research and a new online operations manager.

Within the connected mobile domain in 2010 new ventures included iPhone applications for the Myer website and an iPad application for the Emporium magazine, according to a report to shareholders on the Australian Securities Exchange.

The report also said that customer and market research indicated that gift giving is the primary online purchase driver. Furthermore, there is an online demand for products not listed in local stores, such as high fashion and niche brands.

Interestingly, while many Australians purchased from international websites to make the most of the high local dollar, 28 per cent of online Myer purchases came from overseas.

Myer's intention to improve customer service was also a priority. The report said rewards, recognition and training schemes would be implemented for better results.

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