For the past seven years Border has been outsourcing its e-commerce function to Amazon. Well, now Borders relaunched its Borders.com web site under its own control.
The site contains many of the same features that the retailer had been beta testing for several months. This includes The Magic Shelf home page which allows browsers to scan 20 rows of books, face out, and click on any title to get more information on the book, few some text or to buy the title. According to Kevin Ertell, Borders v-p of e-business, the Magic Shelf is designed “to make customers feel they’re browsing one of the front tables at one of our stores.”
Borders.com will have a total of 2 million books, DVDs and music in its inventory. In addition, through an agreement with Alibris, Borders will now offer about 60 million used books for sale.
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