By Keri Algar

SYDNEY, NSW: The giant retailer said it that it would continue to expand and improve the content, navigation and functionality of its flagship online shopping website, in the second half of 2011. The site has recently undergone a revamp.

According to a statement on the Australian Securities Exchange, the company’s newest website is under trial and has the added bonus of market testing new products.

“Our website has gone live for a period of testing and refinement,” said the report. “This is an exciting new business targeting a different and growing consumer segment.

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“ is a value focussed online business that is quite different to the existing Myer department store and offering. The site has been in development in conjunction with our Global Sourcing Offices in Shanghai and Hong Kong and our key logistics partner, Cargo Services.

“The site gives us the ability to test new merchandise and explore potential new product and range extensions and will give customers access to a dynamic range of competitively priced products that are not necessarily available in store or elsewhere online.”

Myer said iPad and iPhone application downloads continue to rise.