Borders using web analytics to segment customers on new e-commerce site

Multi-channel book and music retailer Borders Group is deploying web analytics on its forthcoming retail e-commerce site to segment customer shopping behavior and build a personalized shopping experience, the retailer says.

Borders will use Omniture Discover analytics technology from Omniture Inc. to segment customer behavior to address customer interests on both the new site and on in-store kiosks that will eventually be connected to the new web platform.

“Our goal is to create an e-commerce site that consistently engages customers with the Borders brand and provides them with a rich and satisfying experience,” says Kevin Ertell, vice president of e-business for Borders.

Borders already is using Omniture SiteCatalyst web analytics on the company’s beta site at beta.bordersstores.com.

The new Borders e-commerce site, which will replace the existing Borders e-commerce site hosted by Amazon.com Inc., includes such features as the Magic Shelf, a realistic looking, three-dimensional shelf of books, CD and DVD covers displayed as they would be in a store. The Magic Shelf was designed to let customers quickly and easily view new releases, staff-picks and “picked for you” titles, which are suggested selections based on the customer’s subject of interest, Borders says.

The beta site also features improved search and navigation capabilities, and a wish list that lets customers mark items they’d like to buy or receive as gifts.

By using Omniture to measure customer satisfaction with these features while they are being piloted, Borders has the flexibility to enhance the features before making them part of the forthcoming Borders.com site, Ertell says.

Ertell will speak at the Internet Retailer Web Design ’08 Conference, Jan. 30-Feb. 1 in Miami, in a session titled How to get feedback to help with your redesign.