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:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the Week


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...