Adds Social Features

    July 2, 2008
  has partnered with Bazaarvoice, a social commerce applications provider to offer user rating and reviews on its recently launched Web site.

Borders said its working with Bazaarvoice because it helps create a "Compelling and interactive online experience."

"When you walk through a Borders store, you quickly realize that customer conversations are an essential part of the shopping experience," said Kevin Ertell, senior vice president of e-business for Borders Group, Inc.

"Our goal with the new is to bring the bookstore experience to life online, and Bazaarvoice plays a key role by allowing us to infuse the voices of our customers and our staff throughout the site via customer, staff and expert reviews."

Bazaarvoice Ratings & Reviews and Ask & Answer programs are designed to create a more interactive Web site for visitors, and to use user-generated content as a way to drive traffic to a site.

Other features on the Borders site include users ability to link their product reviews to their own social networking profile on MySpace or Facebook. Users can also upload photos and videos to their reviews.

Borders is promoting the new ratings and reviews features through a new splash page that offers tips on writing reviews. The company said ratings and reviews will also be available in Borders physical locations where customers can access them via computer kiosks.