UK Bookseller Gets Ecommerce Update
In time for the Christmas season, UK bookseller Borders has updated its website and online shopping platform as part of a broader effort to change the face of the company and compete with UK competitors and online retailers like Amazon.
Constructive customer feedback about the previous Borders ecommerce experience has led executives to rethink their approach and create a simplified, easy-to-navigate online store and a range of promotions to accompany the launch of the free website. The retailer announced price cuts on more than 100,000 titles and has taken direction from bookselling giant Amazon in offering a range of free and discounted delivery options.
In addition to usability changes to the site's purchasing platform, a range of new features have also been added as part of the redesign. Improved search capabilities and the addition of electronic product previews powered by Google Books and a Facebook-sponsored product review platform should all encourage customers to spend more time using the site.
In an effort to compete with Amazon and cultural megastores like Virgin, Borders is also increasing its product range, including non-book items as part of a new business strategy unveiled earlier this year. Borders CEO Mike Edwards told the press that "We've listened to our customers [and] ensuring a world-class online shopping experience is at the core of Borders' brand transformation strategy."
Industry analysts have suggested that Borders transformation is critical if the brand wishes to succeed in the future, as decreased sales figures reflect a corresponding increase in the popularity of online shopping. The company's most recent earnings statement showed a loss of more than £25 million, and online sales are seen as the only sustainable avenue for attracting new clientele, achieving growth and retaining profitability.
With sales in its physical stores in decline, domain hosting of the new ecommerce platform in time for the Christmas season will prove crucial to the ongoing success of the brand.
Karen Streatham is a busy stay-at-home mum with two bright young boys, ages 3 and 4. When she isn't running after the men in her family, she likes sharing tips on cooking, gardening, parenting and even on domain hosting. Also, posting pictures and sharing stories about her wonderful children.
