After more than 18 months of development and testing, Borders recently unveiled the first of its highly anticipated new concept stores last month in Ann Arbor, Mich., the company’s hometown. The 28,900-square-foot concept store — the first of 14 the company expects to open nationwide this year — represents a significant enhancement over existing Borders stores inside and out and fulfills the company’s mission to be a headquarters for knowledge and entertainment.
"This is a completely new shopping experience that sets Borders apart from every other store," 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, explore their family history, 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. "And, once we’ve launched 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 am confident that customers will really embrace it."
Customers interested in tracing their roots can access "Borders Genealogy Services" provided by Ancestry.com, and because many Borders customers are authors looking to publish their own work, the Digital Center also includes "Borders Personal Publishing" powered by Lulu.com. Some customer-written books may eventually be sold in Borders stores and select customer authors could even host in-store signings. Photos are important to many Borders customers who can use "Borders Custom Photo Books" for special projects featuring family and friends, and they can print their photos in the store via "Borders Digital Photo Printing."
