Borders’ New Internet Strategy

When Borders decided to outsource its Internet book sales to Amazon, the move raised many eyebrows – after all, why hand over a potentially huge revenue source to someone else? So no wonder new CEO George Jones has announced that the company is developing a plan to distinguish Borders from larger rival Barnes & Noble, and is reviewing options for its Internet relationship with Amazon, the Seattle Post-Intelligencer reports.

“We need to differentiate ourselves so that a customer is willing to drive by our competitor’s stores for certain products we carry,” Jones said. “We want to focus on certain key categories where we will really stand out.” But Jones declined to be more specific about what categories would get primary focus. The plan will be unveiled in February or March, at which time more specific information will be revealed.

Launch a social media campaign that will build your brand and deliver results in our online Social Media Marketing Boot Camp starting June 7. Speakers include Abigail Cusick (Bravo Digital), Gregory Galant (Sawhorse Media), Alex Leo (Thomson Reuters Digital), Jim Tobin (Ignite Social Media), and many more. Read the reviews.