Carolyn Erickson

I just found out, quite by accident, that Borders has terminated its partnership with Amazon and now has its own online store.

I couldn’t be happier. The AP News story reports that as a Borders Rewards Club member, I will now be able to use my rewards and coupons at the online store, which I previously couldnot do when Borders was partnered with Amazon.

But my question to Borders executives: Why am I hearing this from the AP? If I were you, I would have been splashing this across the top of the Borders Rewards e-newsletter, announcing this juicy tidbit directly to those customers who are most likely to be downright excited about the prospect. (I was always slightly annoyed with the previous arrangement. How many books didn’t I buy because I had to visit the bricks-and-mortar store, or found myself there by impulse, but couponless?)

If you did this, I missed it. Let us know: “You can now use your Borders Rewards online! And here’s a special coupon just for valued customers like you! Yada yada yada.” (The rest of the message will not be seen, because we will have already clicked the link.)

According to the AP article, analysts think the new Borders website has a long uphill climb, and that the move was somewhat risky. Even more reason, in my opinion, to target the audience that loves you best.

To read the story yourself, click here (Yahoo News) or here (Google News), whichever you prefer.

To see the new site, which by the way can finally be reached at the borders.com url - another new and smart move - click here.

 Borders, I like you. You’re the only major bookstore within 10 miles of my home. Take every advantage you can get. I promise you, it will be rewarding!

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