July 29, 2008, 12:00 AM

Borders.com promotes e-commerce with online contest for bookworms

To promote its new Borders.com e-commerce site, the book and media retailer is giving away a $1,000 gift card that consumers can use to purchase items in its stores or on its web site.

Katie Evans

Managing Editor, International Research

To promote its new Borders.com e-commerce site and ramp up sales and buzz, Borders is giving away a $1,000 gift card that consumers can use to purchase items in its store or on its web site. The card also can be used for purchases in Walden Bookstores.

To enter the contest, consumers visit www.borders.com/grandopening , take a 90-second virtual tour of the new e-commerce site and sign up for the sweepstakes at the end. All viewers receive a thank you gift for watching the video, such as 40% off at Borders.com.

Sweepstakes entries will be accepted through July 31. The winner will be notified by August 20.

“We are excited to celebrate the grand opening of the new Borders.com,” says Kevin Ertell, senior vice president of e-business for Borders Group. “By creating a sweepstakes where customers can receive an instant gift-as well as the opportunity to win the grand prize of a $1,000 Borders gift card-we’re making it fun and worthwhile for customers to discover all the great features of the new Borders.com.”

Borders, which had been selling its books online through Amazon.com for seven years, launched its own e-commerce site in May. The site boasts several features that strive to make consumers feel like they are in an actual store, including a Magic Shelf that displays the covers of the novels rather than the spines. A click on a Magic Shelf book brings up a quick synopsis and an option to buy and shoppers can create up to 20 shelves they can save to access later. Another feature called Picked for You offers personalized recommendations. The site also features live videos of book club meetings complete with guest authors.


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