Founded in 1900, the American Booksellers Association (ABA) is a not-for-profit trade organization for independently owned bookstores.

The Challenge
Facing intense competition from both large brick and mortar retailers (such as Barnes and Noble) and internet pure-plays (such as Amazon.com), the ABA decided to develop an internet presence that would assist members in the creation and merchandising of virtual storefronts.

The Solution
Named Booksense, the internet offering provides a single reference point through which customers can locate and shop at any independant book retailers in their geographic area.

Retailers have the option of employing a variety of interactive models, from brochure presences to full ecommerce functionality. By pooling members' resources, the ABA is also able to supply customers withcontent and services that individual retailers have neither the resources for nor access to on their own.

More Information
While at iXL, principal Rick Tilghman architected and engineered the prototype for the administrative system that allows members to create, manage, and merchandise their interactive storefronts.