Can Borders Actually Compete With Amazon With Virtual Bookshelves?
from the the-magic-shelf-ain't-gonna-do-it dept
Back in 1998 when I worked at an e-commerce startup, I spent a few months working on a project to try to rethink the online retail "browsing" experience. The idea was simple: the experience of browsing an online store was still inherently different than walking into a book or music store, where you would browse across many items on shelves and maybe discover a totally unexpected gem. That process doesn't seem to work as well online. We were unable to solve it a decade ago, but I'm always interested in ways that others try to solve the same problem. However, so far, no one has really been able to do something amazingly useful in the browsing department... and that includes the new Borders website. For years, Borders, the well-known bookstore chain, had handed over its entire online operations to Amazon.com. Basically, if you went to the Borders website, you just saw Amazon.com with a Borders logo. However, a little while ago, the company decided to end that deal and strike out on its own.The new site has now launched with its main selling point apparently being a shelf-browsing interface using Flash. Unfortunately, it seems that whoever built the website modeled it almost too much like a real physical bookshelf. That is, it includes all of the inefficiencies of a real bookshelf, without adding in many benefits. It's a neat little gimmick, but unless it adds more functionality quickly, it's difficult to see this putting much of a dent into Amazon's efforts. Update: In sort of, but not entirely, related news -- a judge has dismissed an antitrust lawsuit filed against Borders and Amazon for working together. The court found that there was no evidence that the guy filing the suit ever paid more than marketprice for a book due to the two companies working together.
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Filed Under: bookshelf, bookstore, e-commerce
Companies: amazon, borders
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Working backwards
Just doing a Flash-version of a bookshelf is useless. I love the atmosphere of rows of bookshelves, but a Flash app doesn't replicate that atmosphere (and unless we actually get a holodeck, never will), and as the author pointed out, doesn't improve a buyer's ability to find what they aren't necessarily looking for. It basically degrades both experiences, and indicates that someone at Borders doesn't understand books very well.
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Bricks and mortars...
You'll notice that, in addition to the typical "add to cart" and "add to wish list" checkout buttons there's also a "Reserve in store" option so you can browse online and then if needed zip over to your local store to pick it up.
If you really want it today, and not tomorrow or next week, I think tight web site/physical store integration could give Borders a competitive advantage that Amazon can't easily match.
They may not be able to make a big dent, but there's definitely a niche there that's worth exploring...
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Amazon's Features
Inquisitively,
Dimitri
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First Sentence
I have to question how much value Borders's "shelf" system adds in comparison to Amazon's already-existing feature set.
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someone at Borders doesn't understand books very well
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Huh?
Has the new site design not been placed yet or what? Have they possibly taken it down already? Because what's there is nothing like what you're describing.
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Good idea...
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Border's new website doesn't work
The new website is indicative of the problem where a development team focuses on "sizzle" and forgets about the core functionality.
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That being said, I think that Amazon's recommendations, reviews, and who-bought-what tools actually do a pretty good job. If I were to browse a physical bookstore for 30 minutes I might find 5 books that I would consider buying. If I browse on Amazon for the same amount of time, I'd probably have about 20.
But perhaps the bookshelf experience is something that is best left to the physical stores. Is the "bookshelf" metaphor something that translates to the web? I'm sure someone will come up with something that works well (maybe even works great), but I wonder whether it may be thinking too literally for a platform as versatile as the web.
A little off-topic, but I have to bring it up: When I want a book buying experience at a brick-and-mortar store, Borders is the last place I'll go. It is so far from a traditional bookstore experience, it's not even funny. Toys, cafes, calendars, crappy sales, and TVs (!) do not equal a bookstore experience in my mind. (Check this out, too: http://www.nytimes.com/2007/11/12/business/media/12borders.html).
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But who's going to fix Border's horrible prices?
But ignoring all this, a book I recently purchased on Amazon is $29.69 and on Border's website it's $44.99 so if Border's is wondering why they are having problems competing, they need to stop sniffing binding glue and wake up.
PS: the book in question is ISBN:1590599098
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Agreed - who cares about the site's interface if prices SUCK
Cute little flash graphics of a bookshelf are not worth paying list price for. Hell, even if the "bookshelf" concept somehow worked better than Amazon's recommendations, I'd just use bookshelf to find what I want and then go buy it for much less from amazon.
This'll be no different than when they first tried to go online. Borders is gonna lose.
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Border's search is lame
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