Borders has developed a bookstore for the 21st century and it goes well beyond simply selling books.
The company's new concept store blends the standard Borders experience of books, music and in-store café with various technologies that consumers can use to burn custom CDs, self-publish books, track down their ancestors and share photos.
Borders is also refining its cross-merchandising act by, for example, bringing magazines dealing with cooking in-line with the section of the store selling cookbooks. Yoga mats and other fitness items can be found in the same area of the store as health and wellness titles.
The chain intends to open 14 of the new concept stores in markets around the country to see how well they perform and make necessary tweaks before moving ahead at other locations.
Borders CEO George Jones told the Detroit Free Press, "This is a completely new shopping experience that sets Borders apart from every other store. We've stayed true to what our customers have always loved about Borders -- deep and intelligent selection, knowledgeable staff, and a comfortable, welcoming atmosphere."
One of the ways Borders is looking to improve the in-store environment is with original programming on its in-store Borders TV network. Consumers will be able to watch interviews with authors and recording artists in concert.
The company also plans to use the Borders TV programming on its website. The site is currently being revamped for an April launch.
"Once we've launched the new Borders.com, we'll be able to deliver on our cross-channel retail strategy," Mr. Jones said.
Discussion Questions: Is the new Borders concept described in the Detroit Free Press piece what consumers are looking for in a modern bookstore? What elements do you find particularly attractive in the new format?