Promo - July 2008 - (Page 8) 10 cowparade 12 retail 14 Interactive 16 Experiential THE PLAYERS Borders hopes browsable online bookshelves will drive Web traffic and in-store sales. Shelf Help Borders relaunches Web site with a new feature: book sales/Brian Quinton Borders wants to sell you a book online—at last. That’s right. The chain hadn’t sold books on the Web until it relaunched its site (www.borders.com) in May. However, that fact comes with an asterisk. Back in 2001 Borders delegated all Web-selling duties to Amazon.com. The latter hosted the e-commerce site, used Borders’ logo and took a cut of the sales. With this setup Borders was able to avoid the cost of building an online sales presence from scratch, something Barnes & Noble had been doing since 1997. The Amazon deal started looking like a bad move for Borders a few years ago, and not just because it handed control of online sales to its prime Web rival. Borders has stumbled financially during the last few years, posting a $157 million loss in 2007 on sales increases of 2.4%. This past March the company said it was investigating “strategic alternatives,” including the sale of some divisions or even the whole company. Whatever the future may hold, Borders saw a need to market more effectively both online and off. In March 2007 Borders announced it would end the Amazon deal and establish a full-fledged Web site that could help sales by bringing the best parts of the store experience onto the Internet and vice versa. Vice president of e-business Kevin Ertell says the new Borders.com grew out of conversations within company walls about what elements best defined the brand. “Cross-channel selling is a big opportunity for us,” he says. “We think we can create an experience that custom- W For more articles on entertainment marketing, visit www.promomagazine.com/retail. Newsletter Web RSS Webinar Conference Podcast 8 july 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.borders.com http://Amazon.com http://Borders.com http://www.promomagazine.com/retail http://www.promomagazine.com
Table of Contents Feed for the Digital Edition of Promo - July 2008 Promo - July 2008 Contents Editor's Note Shelf Help Beautiful Bovines Rest Stop Who Let the Dogs Blog? A Helping Hand Commentary Solid Gold Q and A: Mighty Mattel Flying the Coup Putting E-mail in Motion Resource Center The Agency Center The Young Prefer Mail Index of Advertisers Promo - July 2008 Promo - July 2008 - Promo - July 2008 (Page Cover1) Promo - July 2008 - Promo - July 2008 (Page Cover2) Promo - July 2008 - Contents (Page 3) Promo - July 2008 - Contents (Page 4) Promo - July 2008 - Contents (Page 5) Promo - July 2008 - Editor's Note (Page 6) Promo - July 2008 - Editor's Note (Page 7) Promo - July 2008 - Shelf Help (Page 8) Promo - July 2008 - Shelf Help (Page 9) Promo - July 2008 - Beautiful Bovines (Page 10) Promo - July 2008 - Beautiful Bovines (Page 11) Promo - July 2008 - Rest Stop (Page 12) Promo - July 2008 - Rest Stop (Page 13) Promo - July 2008 - Who Let the Dogs Blog? (Page 14) Promo - July 2008 - Who Let the Dogs Blog? (Page 15) Promo - July 2008 - A Helping Hand (Page 16) Promo - July 2008 - A Helping Hand (Page 17) Promo - July 2008 - Commentary (Page 18) Promo - July 2008 - Commentary (Page 19) Promo - July 2008 - Commentary (Page 20) Promo - July 2008 - Commentary (Page 21) Promo - July 2008 - Solid Gold (Page 22) Promo - July 2008 - Solid Gold (Page 23) Promo - July 2008 - Solid Gold (Page 24) Promo - July 2008 - Solid Gold (Page 25) Promo - July 2008 - Q and A: Mighty Mattel (Page 26) Promo - July 2008 - Q and A: Mighty Mattel (Page 27) Promo - July 2008 - Flying the Coup (Page 28) Promo - July 2008 - Flying the Coup (Page 29) Promo - July 2008 - Flying the Coup (Page 30) Promo - July 2008 - Flying the Coup (Page 31) Promo - July 2008 - Putting E-mail in Motion (Page 32) Promo - July 2008 - Putting E-mail in Motion (Page 33) Promo - July 2008 - Putting E-mail in Motion (Page 34) Promo - July 2008 - Putting E-mail in Motion (Page 35) Promo - July 2008 - The Agency Center (Page 36) Promo - July 2008 - The Agency Center (Page 37) Promo - July 2008 - The Agency Center (Page 38) Promo - July 2008 - The Agency Center (Page 39) Promo - July 2008 - The Young Prefer Mail (Page 40) Promo - July 2008 - The Young Prefer Mail (Page 41) Promo - July 2008 - The Young Prefer Mail (Page 42) Promo - July 2008 - The Young Prefer Mail (Page 43) Promo - July 2008 - The Young Prefer Mail (Page 44) Promo - July 2008 - The Young Prefer Mail (Page 45) Promo - July 2008 - The Young Prefer Mail (Page 46) Promo - July 2008 - The Young Prefer Mail (Page 47) Promo - July 2008 - The Young Prefer Mail (Page 48) Promo - July 2008 - Index of Advertisers (Page 49) Promo - July 2008 - Index of Advertisers (Page 50) Promo - July 2008 - Index of Advertisers (Page Cover3) Promo - July 2008 - Index of Advertisers (Page Cover4)
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