New Borders.com Features Technology Solutions from Allurent
2008-05-28

New Borders.com Features Technology Solutions from Allurent; Allurent Powers Magic Shelf Feature on Borders.com

Cambridge, Mass. – May 28, 2008 – Allurent ^TM, an innovative software company powering superior online shopping experiences, today announced that Borders®, a leading global retailer of books, music and movies, has implemented Allurent's solutions to enrich the online shopping experience on the newly launched Borders.com. Allurent provides the complete technology platform for the Magic Shelf™, the most prominent feature on the Borders.com homepage.

Capturing the essence of the Borders store experience, the innovative Magic Shelf enables customers to easily view books, music and DVDs much the way they browse the book tables, displays and shelves in their favorite Borders stores. Once customers have found items of interest on the Magic Shelf, they can easily and immediately add those items to their shopping cart, all without leaving the Magic Shelf.

Allurent has designed the Magic Shelf with Web 2.0 functionality including product quick views, a rich merchandising display with elegant navigation aids and an administration dashboard that enables Borders' merchandising experts to easily update the products available on the Magic Shelf. All the features work together seamlessly to provide an engaging customer shopping experience.

"The Magic Shelf is a critical component of the unique experience we offer to our customers online," said Kevin Ertell, vice president of e-business for Borders Group. "Working with Allurent, we were able to bring our vision to fruition. The company's innovative solutions and expertise are truly revolutionary and we couldn't be happier with the results."

"Borders desired a site that would really set them apart from the competition," said Graeme Grant, chief operating officer, Allurent, Inc. "We assisted Borders in creating an engaging online shopping experience that combines the look and feel of the physical store with intuitive features only available on the Web. We believe the Borders.com site will serve as a prototype for many cross-channel retailers looking to engage customers in new and interesting ways."

About Borders Group, Inc.

Headquartered in Ann Arbor, Mich., Borders Group, Inc. (NYSE: BGP) is a leading global retailer of books, music, movies and gift and stationery items. Through its subsidiaries, Borders Group employs approximately 30,000 and operates over 1,100 stores and Borders.com. More information on the company is available at www.borders.com.

About Allurent

Leading retailers like Anthropologie, Borders®, Kohl's^TM, and Urban Outfitters partner with Allurent to create the most compelling online shopping experiences imaginable. Its innovative e-commerce products deliver rich interactions throughout the shopping lifecycle, from browsing to choosing to buying. The result is a superior shopping experience leading to more satisfied customers and greater sales. Allurent’s deep experience developing world-class e-commerce software helps the company deliver intuitive and engaging products that are easily configured to match a retailer’s brand and integrate with their existing e-commerce infrastructure. Allurent is headquartered in Cambridge, Mass. For additional information please visit www.allurent.com.

Contact:
Keri Bertolino
fama PR
617-758-4148
pr@allurent.com

Debi Rich
Allurent
617-497-6200
debi@allurent.com