Borders' e-commerce had been previously ran by
Amazon
from 2001 until last year when the second largest book chain cut ties.
For the last 18 months or so Borders has been researching a new way for
them to do business - electronically. They came up with an online
bookstore - a real
bookstore online with shelves to cycle through.
Excerpt:
Borders has been exploring strategic alternatives including a sale since March, but continues to execute its turnaround strategy announced last year, Jones has said. The new e-commerce site is a big part of the turnaround.
The dominant feature at Borders.com is something called the Magic Shelf. Borders says the shelf captures the essence of shopping in one of its stores.
Books are placed cover out and side by side on the shelf. Shoppers can move up or down and from side to side. Roll the cursor over a book and a box with details about it pops up.
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