Crossing the border

Borders has announced another new US store opening. Just another in the fourteen new stores opening in 2008. Yes, and? You may say. And? But this is not just another series of new US bookstores, but fourteen mega-stores with a difference, 'concept' stores.

In their own words, Borders recognises the challenge of book selling in an ever changing market with books, music and movies available to consumers through an ever-expanding set of channels: online, digital, and a range of bricks-and-mortar options from the discount store, supermarkets to the traditional corner bookstore. Within this environment, they are seeking to differentiate their stores from the competition and to define the “reason for being” as a retailer.

The first concept store opened in February 2008, and has enjoyed a positive start."It has been a huge success and customers love it,” said Borders Group Chief Executive Officer George Jones. “We’ve stayed true to what our customers have always loved about Borders—deep and intelligent selection, knowledgeable staff, and a comfortable, welcoming atmosphere. Yet, we’ve brought a fresh new look and an exciting interactive dimension to the store with a Digital Center where customers can do everything from mix and make their own custom CDs, download books and music, publish their own books, and create photo books—all without being computer experts because we have trained people there to help every step of the way,” he said.

“In addition, we’ve put a strong focus on popular categories—including Travel, Cooking, Wellness, Graphic Novels and Children’s—by incorporating digital options and the online world, making these sections of the store interactive destinations where customers can not only shop our vast selection of books, but also take advantage of computer kiosks featuring recommendations from our expert buyers, related video content including interviews with experts and authors, and much more. In addition, in select destinations, there are large in-section LCD screens broadcasting a depth of content featuring some highly recognizable names in these subject areas, as well as Borders’ own exclusive programs,” Jones continued.

“Overall, this new concept store is a key part of our long-term strategic plan. We set out to differentiate Borders and give customers a reason to choose us over other retailers and we’ve achieved that goal spectacularly with this new concept store. And, now with the new Borders.com, we’ll be able to truly deliver on our cross-channel retail strategy including the option for customers to access the site in our stores to view wish lists and conveniently order from millions of titles for delivery to their homes within two days. I’m proud of what we’ve created and I’m thrilled with the way customers have embraced it.”

It is perhaps a timely adaptation to draw customers into bookstores who may otherwise order their books, music and other merchandise online. There is something rather enjoyable about spending a wet afternoon in the company of a good friend, browsing new books in a store with vast stock, a good coffee shop and leather sofas. The 'bigger and better' may draw anewed gasps of fear from the local bookstore owner, but it is reassuring to see that one of the key success factors Borders emphasize is 'knowledgeable staff' - and that is something the small store can compete on - and the web, as yet, cannot. We'll see when the first opens outside the US.

(photo credit: Laszlo Regos, borders.com)