Borders Launches Own E-commerce Site
Following a seven-year partnership with Amazon.com that handled its e-commerce needs, Borders launched its own e-commerce site this week at Borders.com.
“Today is another milestone for our company as we launch Borders.com, a site that is much more than just another place to shop on the Web—it is a source of information and entertainment that brings a real bookstore experience to life online,” says George Jones, Borders Group CEO. “What’s more—Borders already has existing computer kiosks in all of our stores nationwide, and now we can bring the new Borders.com site to these kiosks over the coming weeks. By creatively combining the assets of our new online channel with the many advantages of our stores and vice versa, we’re now giving customers an elevated experience that we believe they’ll find more satisfying than anything else in bookselling today.”
Jones said that, upon his arrival at Borders in 2006, he knew the company should have its own e-commerce site, adding that the new site “will be one of the cornerstones of our company’s long-term success. We’ve invested significant capital and resources in the development of this new site and are delighted that with its launch, we can move it forward from pure investment to a sales and profit generator.”