December 1, 2010, 12:00 AM

A new Borders.com features more shipping deals

Borders Group Inc. unveiled a new version of its e-commerce site last month, aiming to grab the attention of online book shoppers as the holiday season gets underway.

Bill Briggs

Senior Editor

Borders Group Inc. unveiled a new version of its e-commerce site last month, aiming to grab the attention of online book shoppers as the holiday season gets underway.

The site now features more discounts, free shipping options and other upgrades, in keeping with the company’s growing emphasis on the web. Shipping enticements include free standard shipping for Borders Rewards Plus paid loyalty program members. Rewards Plus members also receive an additional 10% off the purchase price of most items on Borders.com. Members of the enhanced free Borders Rewards program get free shipping on orders of $25 or more. Borders is also part of ShopRunner, a multi-retailer program that offers online shoppers unlimited free two-day shipping on all orders and free shipping on returns for $79 annually.

Borders.com also enhanced its customer review program, managed by vendor PowerReviews. Borders will invite its more than 40 million loyalty program members to share product reviews on Facebook, aiming to drive traffic to Borders.com, the company says. Borders also is encouraging its 19,000 workers to post book reviews online and will select reviews from both customers and employees to feature on the site.

“Ensuring a world-class online shopping experience is at the core of Borders’ brand transformation strategy,” says CEO Mike Edwards. “We’ve listened to our customers, discounted tens of thousands of our top online titles, and rolled out new product lines and a streamlined, more social online experience.”

The redesigned site, operated by Borders Direct, the company’s e-commerce arm, provides access to such resources as the New York Times bestseller lists. Navigational tabs feature drop-down menus that highlight Borders.com’s expanded array of products other than books and music CDs, such as posters, crafts and scrapbooking items.

Additional changes include product recommendations via technology from ChoiceStream Inc. Also, the title details page for each book lists all the formats in which that book is available, and some books feature a Google Books preview that enables shoppers to virtually flip through a few chapters.

billb@verticalwebmedia.com

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