Borders is now striving to differentiate itself from its online competitors - namely, Amazon and Barnes & Noble - with some unique features. The company wants to create more of a brick-and-mortar experience for its online customers with the "Magic Shelf" for example - a feature that allows users to view as many as 20 shelves of book, movie and music titles. Borders customers can personalise the Magic Shelf by using the "Picked for You" feature to select categories of interest. The Shelf instantly reloads with title suggestions.
The new site gives more prominence to original video programming from Borders Media, including "Borders Book Club," "Borders Kitchen" and "Borders Open Door Poetry". Additionally, Borders.com for the first time allows Borders Rewards members the opportunity to earn and redeem Rewards coupons and Borders Bucks online.
