Barnes and Noble buys Borders Group Inc. customer details
The recent acquisition of Borders Group Inc. customer details by Barnes and Nobles, the well-known U.S.-based book retailer, has caused a rage. The Michigan-based leading music and books retailer, Borders Group Inc. became bankrupt, and the court approved its demand for the sale of its intellectual rights. Apparently, Barnes and Noble paid $13.9 million for Borders’ intellectual property, which involves 48-million client database. It seems like the organization had got a jackpot of gold coins.
The reports say that the data was acquired in an auction, which led Barnes and Noble to send the message to their clients regarding the data that was recently purchased by them. The entire process was supervised by Michael St. Patrick Baxter, the newly appointed ombudsman.
Baxter, in court documents, said "It was clear to the ombudsman that a robust and meaningful opt-out was critical to reaching the negotiated privacy related terms of the sale. Barnes & Noble's failure to provide such relevant and material information in the opt-out notice may defeat the very purpose of the notice.”
The Wall Street Journal reported “Barnes & Noble fought the pro-active opt-in approach every step of the way, including providing the proof of the proposed e-mail to Baxter with a two-hour deadline to review (somewhere, e-mail marketers are smiling at this familiar predicament). Barnes & Noble ignored Baxter's comments (again, hits home for e-mail marketing pros), agreeing only to use his proposed subject line, 'Important Information Regarding Your Borders Account', and one minor text edit.”
The existing Barnes & Noble customers have the option of moving out of the Barnes & Noble e-mail program until October 29th. If the clients don’t do the same, they will become a part of the new e-mail program.