Borders Launches New E-Commerce Site
By: Liese Cope |
Wednesday May 28, 2008 |
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Unique Magic Shelf |
| For seven years Borders has relied on Amazon.com for E-commerce. Borders previously sold their books through Amazon online, but now the two giants in the literary and musical world are splitting up. Borders has decided to go at it alone with the help of their new website and most importantly their new feature: Magic Shelf. This new website also includes Borders Media original and exclusive video programming and the chance for all the Borders Rewards members to earn and redeem “Borders Bucks” and Rewards without ever leaving the house. So what is this revolutionary Magic Shelf? Magic Shelf is basically a virtual online Borders bookstore. On the main screen of the website there is a virtual bookshelf with twenty shelves of books and movies that the viewer can click on, learn more about, and then purchase. The books are sorted into easy to find categories such as: “Books that Really Cook”, “New Fiction”, “New Non-Fiction”, “Borders Original Voices” and more. The Magic Shelf also includes DVDs and audio books as well. One of the most creative and exciting features of The Magic Shelf is the ability to customize according to preferences. This process is called “Picked for You”. The viewer simply creates an account, marks the genres of books and types of music and movies that he or she likes, and the Magic Shelf will automatically refresh every week featuring picks in the preferential categories. This way the book enthusiast will get to view new and exciting releases, staff and customer recommendations, and more all within their chosen genres. This is definitely a revolutionary and very personalized way to shop.  This new website also features Borders Media original and exclusive video programs which took the literary world by storm in 2007 and continues to today. There is a wide array of programs to choose from. For example, "Borders Book Club" is a program which is similar to an intimate neighborhood book club, but the author is there for discussion! “Borders Book Club” has featured authors like Mitch Albom, Marisa de los Santos, Stephenie Meyer, Khaled Hosseini, Elizabeth Gilbert, and Lalita Tademy. "Borders Kitchen" features some of the top selling cookbooks, recipes, and cooks themselves, such as Nigella Lawson, Lidia Bastianich and Mario Batali. "Borders Presents" provides in depth interviews with amazing people like Julie Andrews, John Grisham, and Joel Osteen. And there are many more programs such as "Borders Advice for Living with Mel Robbins", "Live at 01", and "Borders Open Door Poetry". These programs give readers the chance to discuss and learn more about their favorite books and people then they ever thought possible. Borders.com also features staff and customer recommendations, the ability for the customers to check inventory and reserve books to be picked up later at their local bookstore, wish lists, the ability to send information of interest to a friend, and the ability to use gift cards and return books purchased online at a store. Another very unique feature is the Borders Marketplace. At the Borders Market Place customers have exposure to millions of rare and used books which they can easily purchase. Customers can view the Magic Shelf at Borders.com now. Although the Magic Shelf is not exactly like shopping at a local Borders Bookstore, it does have striking resemblance and gives online shopping a more personal and warm feeling than just scrolling down random lists online. Borders.com is especially nice for customers who may live a great distance from a Borders Bookstore or any bookstore for that matter (yes, there are plenty of people who are unfortunate enough not to have a bookstore right down the street). This website gives those customers the chance to browse the bookstore shelves without getting in the car and driving an hour away. The Magic Shelf does seem to be truly magic and has been awing customers. Try the magic for yourself at Borders.com! |
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