I agree with Matt that online and offline interactions with Borders should be seamless to the customer. In my experience, well-intentioned companies will try to brand their website and stores separately, which leads to confusion amongst customers about exactly what is available from each.
The interactions don't just have to go from online to offline though. Borders has a chance to innovate and provide real value to online shoppers with unique programs that leverage existing in-store events, promotions, trends, etc. I wish them luck.
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