Borders fulfils web vision with order management software

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Borders has edged closer to next year's launch of its own home-grown website by equipping itself with an e-commerce essential - an order management solution - as it tries to strengthen its market position by taking advantage of innovative technologies.

The book giant plans to use fulfilment software from Sterling Commerce, an AT&T subsidiary to ensure supply matches demand once its revamped, proprietary site launches early next year.

Back in March, citing less-than-rosy financial performance in an industry it referred to as "increasingly competitive, technology driven and price sensitive," the company confirmed it was embarking on a strategic plan that would involve scaling down its international focus and beefing up its online efforts.

"After an extensive assessment, we chose the Sterling Order Management solution because it offers a powerful combination - speed of deployment, best-of-breed capabilities, and the commitment of Sterling's senior management - to deliver a highly effective solution that meets our aggressive implementation timelines," said Rick Vanzura, executive vice president emerging business and technology, for Borders Group.

In addition to the dedicated website, which will replace the current site it runs with Amazon.com, Borders' new plan will result in an enhanced customer experience where customers will be able to mix online shopping with in-store behaviour.

The company, which current operates more than 1,200 stores and employs 34,000 people, is expected to divulge further details about its new strategic direction when it releases its first quarter results at the end of the month.

"We need to reinvent our business to exploit the rapid changes taking place in how consumers access information and entertainment," George Jones, Borders' group chief executive, said when talking publicly about the new strategy for the first time.

"Our ultimate goal is to make Borders a vital community gathering place where people come together to see, touch, interact, and learn - online and in-store."

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