(Oops, we got a first name wrong-ed)
U.S. bookseller Borders has created a new vice president of customer loyalty position in an apparent effort to ramp up for its upcoming e-bookstore as it seeks to catch up to rivals Amazon.com and Barnes & Noble Inc in the race to win the e-books market.
David Dan Angus, who previously worked at various retailers such Guitar Center and American Eagle Outfitters, got the job and will have his work cut out for him.
Analysts say that Amazon and bricks-and-mortar bookstore Barnes & Noble have a major head start because the masses of data they have on their shoppers allows them to customize offers to an individual shopper’s taste, which in turn drives return traffic to their web sites.
By late June, Borders is set to begin selling e-books on its own site through a partnership with Canadian tech firm Kobo. Borders said it has 35 million members in its loyalty program and CEO Ron Marshall told Reuters earlier this month Borders’ loyalty program will give it the data needed to make personalized suggestions to readers, though he said Borders hadn’t taken full advantage of the data trove.
While Angus’ responsibilities are not new, apparently the title is. Customer loyalty used to be part of the portfolio of vice president of acquisition and retention marketing.