Migrating off the Amazon.com platform last year, Borders was determined to bring the in-store shopping feel to the new Borders.com. Kevin Ertell, vice president of e-business, will talk about how the bookseller did that at the Internet Retailer Web Design '09 Conference in Miami Beach, FL, next week in a session entitled "Borders claims its online channel".
The new site, which is highlighted by a virtual bookshelf designed to give shoppers an in-store-like browsing experience, rang up $20.3 million in sales for the nine-week period ended Jan. 3, as overall sales declined 12%.
Borders.com, which launched in late May 2008, accounted for 3% of all offline and online sales under the Borders brand during that nine-week holiday shopping period.
At the Web Design Conference, Ertell says hewill address his e-commerce strategy under the following outline:
- An overview of Borders' cross-channel strategies and execution.
- A guided tour of the new Borders.com, including a discussion of innovations like the Magic Shelf.
- A demonstration of Borders Media for original video programming.
- A discussion of pre-holiday site design improvements and their effects on site performance.
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