With its new Happily Ever After online dating service, Borders UK demonstrates book retailers using the internet to reach out to customers in non-traditional ways is not just a US phenomenon.

Borders UK, which Risk Capital Partners acquired from US book retailer Borders Group, Inc. in 2007 and which now operates as an independent, privately-held company, runs Happily Ever After, a service for single customers looking to meet other singles with an interest in books. According to The Bookseller, for an introductory period the monthly membership fee is approximately $1.66 USD. The fee will eventually rise to about $16.60 USD, writes Retailer Daily.

In addition to dating services, Happily Ever After features dating books for discounts as high as 25%. Online dating support services company Whitelabeldating.com provides the software and database, as well as payment processing, customer support and hosting services.

Across the pond, leading US book retailers Borders and Barnes & Noble have made a variety of efforts to more directly connect with customers online. During Q1 2009, both retailers reported decreases in net sales, net losses, and declines in comparable store sales, with Borders reporting particularly steep declines in these areas.

Unlike these publicly held retailers, Borders UK does not release financial figures, but a brief look at some of Borders' and Barnes & Nobles' recent online activity shows a similar willingness to offer online services beyond simple bookselling.

Borders is looking to make personal connections with science fiction fans and young adults via its new science fiction blog, Babel Clash.

Babel Clash is moderated by Borders' science fiction buyer and features appearances by authors and other guest contributors who engage in online debates and trade blog posts with science fiction fans. In addition, Borders recently launched a Facebook page dedicated to readers of young adult books and graphic novels that features interviews, book recommendations, photos, guest postings, and other exclusive author content. It also communicates with customers via Twitter.

Borders’ dedicated young adult Facebook page has about 600 members. However, Borders’ Twitter page, which covers general topics relating to the retailer, has about 12,000 members, although Twitter users tend to be in the younger age demographic.

Barnes & Noble has also attempted to more directly reach out to consumers by launching a new multimedia blog feature promoting interaction between customers and store employees. Barnes & Noble also has pages on Facebook and Twitter.