Growing Australian online bookstore Boomerang Books has adopted a new design this week, a precursor to a host of changes that the site will undertake in 2008. 

The new design offers a cleaner, more contemporary and less cluttered look for the website. The site retains its mascot, Boomer the Kangaroo, and the earthy tones and royal blue flag colour that identify the site as Australian. 

At the launch of the new design, proprietor Clayton Wehner said: ‘There will be some major changes to Boomerang Books this year, both cosmetic and functional. We want to take the website to a new level by adopting some exciting Web 2.0 initiatives that have not been seen in the Australian online bookselling industry to date’.

Clayton went on to say: ‘To be successful in online business going forward, it is clear that ‘first generation’ online shopping carts alone will not suffice – increasingly customers are looking to participate in an online ‘experience’. We’re going to facilitate that through such initiatives as integration of data sources, exploitation of the ‘long tail’, and user-generated content’.

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