Fact Sheets

The Magic Shelf^™—Captures the Essence of a Real Bookstore Store Experience

Taking center stage on the Borders.com homepage is the Magic Shelf^™, a realistic-looking virtual bookshelf that allows customers to browse books, music and DVDs much as they would peruse book tables and merchandising displays in their favorite Borders store. Equipped with innovative technology that makes it intuitive and simple to navigate—and customizable based on a customer’s personalized preferences—the Magic Shelf captures the essence of a Borders store experience and brings it to customers online.

The Magic Shelf includes the following features:

• “Picked for You”—This unique feature allows customers to personalize the Magic Shelf with book, music and DVD titles that reflect their interests and personal preferences. Customers simply select categories of interest—such as history, pop music or foreign films—and we stock the shelf instantaneously with titles representative of those interest categories. Selections are refreshed week to week giving customers a regular variety of interesting and compelling titles to browse and purchase. Customers may go in at any time and update choices and the Magic Shelf will stock the titles according to their current preferences.

• “Quick View”—A simple but useful tool, “Quick View” allows customers to click on an item on the Magic Shelf to learn details about the item—including its price, description and customer ratings, if applicable—and even purchase the item directly from the Magic Shelf.

• Expandable shelves—The Magic Shelf can be expanded side to side and up and down revealing a wide array of titles—20 shelves of titles in all. 

• Menu options—The Magic Shelf includes a menu of options on the left hand side of the shelf highlighting a variety of themes to help customers quickly and easily hone in on titles that spark their interests. Like displays in Borders stores, these groupings will change frequently to remain current and in line with seasons, holidays and trends.

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