ATouch of Magic
After a seven-year leave of absence from its e-commerce venture,
In May, Borders launched a series of innovative online features to truly capture customer attention. Not only do these features keep shoppers on the site, they keep them coming back for more.
The most dynamic feature is dubbed “The Magic Shelf.” Powered by Cambridge, Mass.-based software company Allurent, Borders’ Magic Shelf is a three-dimensional wooden shelf of actual book, CD and DVD covers virtually displayed as they would be in a store. Consumers can scroll up and down the shelf to look at book covers and click for more details. Shoppers can then add any item to their shopping cart.
Over time, The Magic Shelf becomes personalized based on past purchases. It displays products catered specifically to each person and what he or she might be interested in buying.
Magic Shelf also has a “Picked for You” feature where customers can indicate subjects of interest, from science fiction to audio books. “Picked for You” then highlights books on those subjects.
In addition to the Magic Shelf,
Other winning features include customer and employee reviews and recommendations for all
The site has an engaging and lively “Book Club” section with streaming video of author interviews. And the “Live at 01” section, which is filmed at Borders’ first store in Ann Arbor, Mich., includes readings, interviews and performances from notables such as Bill Clinton and David Sedaris.
To further give customers a deeper look into the authors they love, the site features a “Guest Short List” where acclaimed authors share their favorite picks for reading, watching and listening.
Despite all of these features, the interface remains clean and sleek.