Kiosks Improve Customer Experience at Borders
The Borders chain is in trouble, but the company’s new concept store in Allen, Texas shows that it is serious about finding a way out of the mess should a white knight not come along to rescue it.
According to a report by The Dallas Morning News, the new two-level Borders store is big on trying to create an exciting customer experience with a whole host of interactive features and new product offerings in its digital electronics center.
The digital center, according to the report includes “20 well-edited” items. On Borders’ short list are an e-book, solar-powered charger and a device that allows consumers to watch and/or record television on their laptop or smart phone.
“We’re not trying to be Best Buy,” said Bill Christensen, zone vice president for Borders. “But this isn’t just a bookstore. Eighteen months ago, we started researching with our customers what else we could be.”
Interactive kiosks in the store allow shoppers to burn their own CDs, create audio books, self-publish books and make travel reservations.
Discussion Questions: What do you think of Borders’ use of interactive features such as digital kiosks to improve the customer experience? Is this the wave of the (near) future at retail?