• January 10, 2008

Borders Group Inc. has hired Omniture to provide Web analytics services for its new online store set to launch during the first quarter.

For the beta version of the forthcoming site, Ann Arbor, Mich.-based Borders is already using Omniture software that looks at how customers are using new interactive features such as the Magic Shelf, which simulates an in-store shopping experience with 3-D imagery.

Once the site is launched, Borders will use Omniture to track things like inventory, marketing campaigns and sales promotions. It will also be able to analyze customer behavior according to interests, shopping habits and geographic location. Until now, Borders has sold books, CDs, DVDs and other products online through a partnership with Amazon.com. The new site will pit Borders directly against the online retailing giant.

--Mark Walsh