TNG Tangent

    
  Tangent Communications PLC
  16 June 2008
   

    
                        Press information

                                            Contact
                                            Chris Rogers/Rachel Argyle
                                            +44(0)209 7822 0200
                                            cr@redleafpr.com
                                            ra@redleafpr.com


    Borders UK launches new transactional website 
    designed by Tangent

    12 June 2008.  Leading book and entertainment retailer Borders UK today launched its new transactional website, developed by digital
marketing specialist Tangent, at www.borders.co.uk, which for the first time allows Borders customers to purchase books, music and DVDs
directly from the wholly-owned Borders site.

    Tangent's aim in designing the website was to complement the atmosphere created at a Borders store, allowing customers to move around
the site with clear, logical navigation and improved functionality, whilst at the same time offering them something just a little bit
different.

    The intelligent new website features a bespoke 'Spookily Accurate Book Suggestor': a search engine that recommends relevant book
purchases, drawing on real user web forums for content, as well as Borders staff views. This allows customers to find inspired
recommendations for related publications rather than simply recommending a similar genre or books by the same author, with Tangent's
innovative design also ensuring that the search bar offers an auto-complete function which gives suggestions to a customer after just a few
letters are typed.  

    In addition, the website also has dedicated recommendation areas for fiction, non-fiction and children's books, as well as music and
DVDs, while Tangent has ensured a considerable focus is placed on the establishment of unique online community forums allowing customers to
share ideas and thoughts with each other, as well as members of staff, much like a book club.  

    Further features of the website include exclusive video content at 'Borders TV': a facility that gives a new dimension to the user's
experience and includes interviews with a selection of favourite authors, book trailers, competitions, writing tips, industry news and
launch offers. Tangent has also made provision in the design of the website to allow customers the opportunity to upload their own videos,
and to review their own choice of books.  

    Greg Jackson, Director, Tangent, said: "The principles of this website are to reflect the corporate ethos of Borders, and to make online
book buying an enjoyable and straight-forward experience for the customer. This website is intended to minimise the difficulty of online
purchasing, as the simpler such a service is, the better it is likely to be received by the consumer."

    Philip Downer, CEO of Borders UK, said: "I am thrilled with the site's unique features and the response it has engendered - I really
think we have caught the essence of the Borders brand.  My thanks go to everyone at Borders, and at Tangent Labs and the supply chain, for
working together to deliver this great new online store."

                                                                                -ends-

    Background

    About Tangent:

    Specialising in creating customer-friendly, profitable web sites and compelling email marketing campaigns, Tangent also captures, stores
and analyses consumer data, and sends messages via email, mobile, personalised digital print (where each piece in a mailing is adapted to
each individual) and interactive telephone lines.

    Tangent clients include the Labour Party, the National Lottery, Ted Baker, Nike, Coca Cola, EMI, Universal Music, Capcom, Kwik Save,
Mercedes Benz, HarperCollins Publishers and the RSPCA amongst many others. 

    About Borders UK:
    Leading retailer Borders UK offers the widest range of books and magazines in the marketplace, and has a growing share of the specialist
music and DVD markets. With their Starbucks coffee shops and Paperchase stationery concessions, as well as dedicated children's sections,
Borders stores offer a warm and friendly shopping environment where customers can browse and relax.   
    Retail Bookselling Chain of the Year 2005 & 2006, Bookselling Company of the Year 2006 & 2007, Children's Retailer of the Year 2007, and
Magazine Destination Retailer of the Year 2007, Borders UK has over one million square feet of retail space and around 8% of the retail
bookselling market. Borders currently operates 42 Borders superstores in city centres and retail parks from Bournemouth to Inverness and 26
high street and airport bookshops under the Books etc. and Borders Express brands. In October 2006 Borders opened its first superstore in
the Republic of Ireland, in the West Dublin suburb of Blanchardstown, and in September last year it opened its new flagship store in the
heart of Cardiff City Centre.


    For further information please contact Rachel Argyle or Chris Rogers, Redleaf Communications, on 020 7822 0200 / cr@redleafpr.com


This information is provided by RNS
The company news service from the London Stock Exchange
 
  END 
 
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