Borders UK needed a site that was both functional and true to their brand. The Borders retail legacy is slightly quirky, friendly and customer-focused, which made excellent starting places for the website interface on Tangent’s incredibly robust TaoShop platform. As well as best practice user flow through product pages, auto-complete search and single page checkout designed to maximise sales, Tangent One also created the Spookily Accurate Fiction Finder, a system built on a database of book lovers’ entire collections, which makes recommendations that go well beyond just the books purchased on Borders.co.uk.

Tangent also runs the site’s SEO, ensuring the highest possible number of relevant pages are indexed by Google, achieving an impressive lead over more established competitors in just a few months.

Finally, regular email communication to the Borders database drive traffic to the site and footfall to bricks and mortar shops, using vouchers that can either be used online or printed out and used in-store. They are further personalised using the Fiction Finder for a Borders experience that’s truly unique to each customer.