June 1, 2006, 12:00 AM

Borders Group turns a page on e-commerce innovation to engage shoppers

With a new online loyalty program and innovative online gift finders, Borders Group is developing ways to better engage and market to consumers, Borders executives Michael Tam and Kevin Ertell will tell the Internet Retailer 2006 Conference next week.

With a new online loyalty program and innovative online gift finders, Borders Group is developing ways to better engage and market to consumers, senior vice president of marketing Michael Tam and director of interactive marketing Kevin Ertell will tell the Internet Retailer 2006 Conference in Chicago next week.

Although it partners with Amazon.com Inc. to operate its retail e-commerce site, Borders is implementing its own innovations to engage online shoppers and turn them into loyal customers, Tam and Ertell will tell the conference. The two Borders executives will team up to present the 9:15-9:45 a.m., June 7 general session, “The Many Ways the Internet Can Drive Brand Preference and Loyalty.”

Tam will describe how Borders is using rich media applications-including gift finders that change with shopping seasons-that help shoppers personalize gift selections and build repeat traffic to the Borders web site.

Ertell, former senior vice president of TowerRecords.com, will address how Borders uses its new online loyalty program to gain knowledge about customers, then use that knowledge to develop personalized shopping experiences presented in seasonal highlights, monthly newsletters and book recommendations. An added plus, he says, is that the book recommendations routinely go to the top of best-seller lists.

 

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