As Its Divorce From Amazon Nears, Borders Quietly Launches Its Beta
September 14th, 2007With Borders just seven months away from having to fly on its own without Amazon.com, the nation's second-largest bookseller has quietly launched its beta site. When Borders announced in March that it was ending its agreement with Amazon—where Borders all-but-surrendered its online presence to Amazon—it's executives outlined an unusually aggressive plan to turn its stores into models of merged-channel strategy.
In the preliminary beta site triggered live on Sept. 6, only the most faint hints of that strategy is evident. The layout/design is intended to visually reinforce the chain's roots. "The site now feels like a bookstore," said Kevin Ertell, VP of E-Business at Borders.
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