The web sites can be created and managed by local retail teams, giving each bookstore the forum to talk more personally to local shoppers about special offers, book signings and in-store events. Borders UK has 70 stores across the UK and Ireland.
"This new activity is really an extension of the customer experience in store," said Laura Stafford, CRM and online manager at Borders. "We have some of the best booksellers in the country who are passionate about their product and giving customers the best service possible. These local sites enable stores to have a dialogue directly with their most loyal customers."
The new sites, launched yesterday, have been created by Tangent Lab's bespoke ‘Web Creator'. The system employs a simple user interface that allows store managers to control and regularly update their own content with little training.
The system is already being used by the Labour Party, Greene King and Wolseley. It aims to encourage loyalty in a market where high street stores face online competition.
To see the new Borders and Books Etc. local web sites, visit .
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