“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.