Page "Borders Group" Paragraph 31

In 2001, as their online store struggled and was therefore viewed as a distraction from the core bricks and mortar retail business, Borders made the decision to outsource their e-commerce to Amazon. com.

Short term, it was convenient.

Long term, it was fatal, as Borders never took the necessary steps to transform the organization so that digital would become a true core competence of their business.

The Amazon experience evolved to provide more choice and convenience than any traditional Borders ' retail experience.

Ultimately Borders had no way of competing at this level of personalized service.