Borders UK has implemented a system from Tangent Labs to allow its stores to control the content on their own web pages.
Managers at each of the retailers’ 70 UK and Ireland stores can upload information on special events and offers relevant to local shoppers. In addition, each store can provide information on its staff and their favourite products, as well as a photo album.
The store-specific content is accessible via Borderslocal.co.uk. Store managers have been trained to use Tangent’s Web Creator system, which provides a simple interface for updating the site.
The retailer said that it hopes this will lead to store managers offering a more personalised service via the site and encourage store loyalty.
Borders UK CRM and online manager Laura Stafford said: “This is really an extension of the customer experience in store. We have some of the best booksellers in the country who are passionate about their product and are giving customers the best service possible.
“These local sites enable stores to have a dialogue directly with their most loyal customers.”