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Borders UK & Ireland has launched the beta version of its new transactional website. The retailer announced last year that it would launch its own website, ending its ties with Amazon, and from today users are able to register at www.borders.co.uk to browse the new site.
On the log-in welcome screen, the website announces: "Our new website is in beta testing, but we thought you might like to try it now rather than waiting for the doors to open officially."
Borders also promises a "spookily accurate book suggestion system", "innovative search and browsing" and a "unique online community of blogs, discussions and product reviews".
It also offers exclusive video content from Borders.tv, a site that broadcasts streaming videos of book-related television shows, author interviews and book trailers, and launch offers for new users.
Talking about the new website last month, recently departed commercial director David Kohn said it would aim to "create something which is a little bit different and something that reflects the Borders brand".
Last week, its former parent company Borders US, launched its transactional website after its deal with Amazon.com came to an end.