A major bookstore possibly back on the rise?

In part of a wide-scale effort to improve sales, Borders Group Inc. has revamped its rewards program for customers. Borders rewards now offers an increased discount rates on books, free shipping with the payments of an annual fee, and a small price reduction on the stores two electronic-book readers. This expansion comes in response to the over $200 million debt that Borders Group Inc. has incurred during the recession.


Shifting the focus back to the customer is key for the company. Many predictions have been made that bookstores are in a dying business since sales went online. As in store sales for Borders decreased, online sales did go up 56% over the last year. 

However, stores haven’t emptied out yet. No matter what medium a company chooses to sell its products, the more appealing it comes off to the customer keeps that customer coming back. Travelling to any store is not only made out of necessity but also partially out of the want for the experience. Why Borders Group Inc. is not only a leader in sales of books and other accessory items is because it not only offers an array of merchandise but an enjoyable shopping experience as well. 

To add to the program, under new management and with the investment of the financier Mr. LeBow, Vector Group Ltd.’s chairman and tobacco magnate, providing excellent customer service has even been renewed in stores too. President Mike Edwards also noted that the “availability of items in stock at stores is the best it has ever been, and efforts to manage its supply chain and inventory should yield fourth-quarter working capital improvements.” This could make the bookstore a more reliable outlet during the upcoming holiday season--another reason for why Borders rewards members or the skeptical customer may want to stick with the company. 

We should not expect the fall of our leading bookstores any time soon. Instead, we should expect across the board to see more projects aimed at revamping the quality of the products and services businesses provide. 

Written by Leya Abebe
Referenced article from http://online.wsj.com/article_email/SB10001424052748703882304575465372801258254-lMyQjAxMTAwMDAwMTEwNDEyWj.html