Direct Line Blog

Lack of e-comm strategy was Borders' big mistake

Share this article:

Industry observers are blaming Borders' lack of action on the e-commerce front for its financial troubles. The book retailer filed for Chapter 11 bankruptcy protection on February 16.

MarketWatch's Shawn Langlois, noted that in a “critical” error, “Borders initially eschewed a major online presence, opting to roll out more superstores while Amazon.com and Apple crashed in on a growing consumer appetite for electronic books.”

Washington Post blogger Rob Pegoraro noted that Borders decision not to open its own online store until 2008 – 2008! – had a major negative impact on the chain.

“Its worst mistake may have been its decision to opt out of online sales…More recently it opted for an all-of-the-above e-books strategy, in which it sold an assortment of third-party e-reader devices instead of developing one of its own,” he said.

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

My Plan to Replace the Postal Service's Truck Fleet

My Plan to Replace the Postal Service's Truck ...

The Postal Service uses its aging fleet as an object of pity. Why not deploy it as a revenue-generating media vehicle instead?

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.