Direct Line Blog

Borders gets social online

Share this article:
At today's PMA digital event lunchtime keynote, Kevin Ertell, senior VP of e-business at Borders Group, demoed the new Borders site and proved that Borders is embracing the interactive experience online. While Ertell will never directly say that he is trying to compete with Amazon, when it comes to online book shopping, Amazon is the first place that comes to mind. I've been shopping there for more than 10 years!

But still Borders' new online site is offering what Amazon does not offer, an in-store experience. While adding a preference center for a personalized shopping experience and sending e-mails when favorite titles come into stock is nothing new for Amazon veterans, the book store experience that Borders is offering such personalization in a fun way through its magic book shelf --a shelf that welcomes you on your visit with suggested titles.

Other new offerings on the site includes being able to look up product stock in various stores and being able to order a book to a store, a good way to tie in the physical book store in with the Web site. 

And the brand is bringing events to the site as well, with Borders TV. It includes the typical readings you might find in a store as well as bonus features such as CD shopping with a musician to hear about their influences and interests. In addition Borders TV is getting involved in local communities by connecting local book clubs to authors. At a discuss of "Eat, Pray, Love," a video of one reading demonstrated the author getting involved with her readers.

All-in-all the site looks like a great new place to shop and socialize like a Borders book store itself.

http://www.borders.com/online/store/Home
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

4 Elements of Modern Marketing

4 Elements of Modern Marketing

Marketers who want to stay relevant need to go back to these four basics.

This Summer Vacation, Drift Into the Polar Vortex

This Summer Vacation, Drift Into the Polar Vortex

The demon that brought you the killer winter is back, but this time around the vortex will be a builder of revenues, not snowdrifts.

When it Comes to Storytelling, Tyson Is No Chicken

When it Comes to Storytelling, Tyson Is No ...

The poultry processor launches a 360-degree campaign to generate awareness for a new product.