Borders Swims Back Out Of The Amazon To The Web

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News Posted: Tue, May 27 2008 11:02 AM

Internet years go by fast. Way back in ancient web history --2001-- Borders books thought it was a good idea to ally themselves with a fast-growing web portal called Amazon.com. Perhaps you've heard of it. I'm sure it seemed like an interesting sideline revenue stream to Borders enormous brick-and-mortar book sales at the time. Borders has now finally woken up to the fact that Amazon is basically putting Borders' regular stores out of business, and they're trying to recapture sales revenue currently lost to the Internet by launching their own e-commerce site, borders.com.

“The decision to partner with Amazon, at the time it was made, was
made I think for very good reasons,” said Kevin Ertell, the vice
president for e-business at Borders. “Now the world has changed
significantly. It’s right for us now to own our own e-commerce
experience and to tie into stores and really connect with our customers
in a way we could not do in a partnership with another company.”


The new Borders site offers plenty to like, such as the Flash
video-based “magic shelf” on the main page that recreates the
experience of browsing the tables of new books at the entrance to
stores. The site also ties in with the Borders reward card program and
the physical book search kiosks in most Borders outlets, and offers
video of author book signings and book discussion groups.


HotHardware would love to tell you all about how swell or lousy the new website is, but it locked up our browser solid and we had to bail out. So until Mozilla fixes Firefox 3, or Borders fixes their website, our advice to our readers is to watch television or play Halo 3.




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shanewu replied on Tue, May 27 2008 11:13 AM
I can't believe it took them so long to decide to run their own e-commerce show. Seems like a business decision that should have been made a long time ago.

"Everyone always wants new things. Everybody likes new inventions, new technology. People will never be replaced by machines. In the end, life and business are about human connections. And computers are about trying to murder you in a lake. And to me, the choice is easy." - Michael Scott (The Office)

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rapid1 replied on Tue, May 27 2008 12:15 PM

I don't get the computers are to murder you in a lake reference ???????

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SqUiD267 replied on Tue, May 27 2008 2:50 PM
I am tempted to go there, but I have Firefox 3 . I dont like Amazon, but I like borders...

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Play Halo 3?  Alright, I'll take that advice. :-) 

Hello

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SqUiD267 replied on Tue, May 27 2008 4:20 PM

Crisis Causer:

Play Halo 3?  Alright, I'll take that advice. :-) 

 

 

I'd totally do that too, but my tv is broken and halo 3 feels a lil old now.

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