Borders Ramps Up Social Media, M-commerce and Web

Borders unveils a series of digital initiatives that will help transform its business which includes plans to reinvent its Borders Rewards customer loyalty program, upgrade its Web site, and ramp up its social media presence.

According to the company, 37 million customers have signed up for its Borders Rewards program since it was launched. The retailer plans to revamp the Borders Rewards program with enhanced personalization, which the retailer anticipates will help drive customer engagement.

Borders also announces it will invest and improve the customer interface, checkout and search capabilities on its Web site. The company also announced a new Borders powered Kobo e-bookstore that will become part of the experience.

According to Mike Edwards, Interim President and CEO of Borders, there will be more than two million e-book titles available on Kobo. In addition, Borders launched mobile apps with Kobo that will enable customers to purchase e-books from Borders on the iPhone, Blackberry, and the iPad.

The retailer also is enhancing its social networks including Facebook, Twitter and YouTube, as well as exclusive Web content with its publishers to extend the Borders brand experience.
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