Borders.com brings bookstore buzz to Internet

The demand for authentic and user-generated reviews is hard to ignore and that’s just one reason Borders.com has rolled out a ratings and review function on its new ecommerce site.

by Helen Leggatt

Recent research has indicated that the majority of Internet users use ratings or reviews when purchasing and expect it to be part of a site's offering. The benefit to online retailers is clear with many experiencing higher site conversion rates after adding interactive functions, along with improved customer service.

Borders.com recently announced that they are to encourage customers to rate and review products using Bazaarvoice Ratings & Reviews. As well as customer feedback, Bazaarvoice will enable Borders.com staff and experts to interact bringing “the bookstore experience to life online", according to Borders Group Inc. senior vice president of e-business, Kevin Ertell

Borders will be encouraging their customers, of which they have about 26 million Rewards members alone, to contribute their opinions by reminding them to do so at every touchpoint including invoices, web splashpages and packing slips. Borders are even providing customers with tips on how to write good reviews and how to use a review to help with the purchasing decision.

Product ratings and reviews will also be made available via Borders’ bricks and mortar store kiosks, introduced earlier this year, which will be rolled out to most stores over the coming months.