In many ways, the Borders makeover seems to mirror a multimedia Web experience, and it’s no coincidence that the new stores are opening in concert with a redesigned Web site, currently in beta (BordersStores.com), which features original content interspersed with an expanded shopping experience.
“Many retailers have their physical stores and an e-commerce Web site, and the two experiences are quite different, or at least not maximized in the way they could be by being more integrated,” Roman says. “When we launch [the Web site] this spring, we will not only have two channels—physical store and online store—but we [will] have the unique opportunity to marry the two in ways that will truly add dimension to the customer experience ….”
SPECIAL REPORT: The Transforming Booksellers’ Landscape
In many ways, the Borders makeover seems to mirror a multimedia Web experience, and it’s no coincidence that the new stores are opening in concert with a redesigned Web site, currently in beta (BordersStores.com), which features original content interspersed with an expanded shopping experience.
“Many retailers have their physical stores and an e-commerce Web site, and the two experiences are quite different, or at least not maximized in the way they could be by being more integrated,” Roman says. “When we launch [the Web site] this spring, we will not only have two channels—physical store and online store—but we [will] have the unique opportunity to marry the two in ways that will truly add dimension to the customer experience ….”