Well the first email reviews have come in and in a word, Borders (BGP) new concept store is “excellent”.
A big hit is the “digital center”. At it customers have access to multiple computer stations to download to their MP3 players and explore the digital world. Wisely, the “center” has trained personnel to help customers who are not “techies” learn how to use computer programs such as Shutterfly, the online photo processing service.
If you already know how to use the online services and programs you are welcome to work on their personal projects at the store, said Kevin Ertell, vice president of e-business for Borders. You may buy devices such as digital cameras, iPod speaker docks, the Reader Digital Book and MP3 players at the center. Also available are starter kits for Internet services like Ancestry.com and the aforementioned Shutterfly.
In the travel section, an interactive kiosk allows shoppers to research, plan and even book a trip, while the cooking section has a kiosk to print recipes from cookbooks.
Based on initial results, Borders is transforming its stores from a place to go buy a book, to a place to interact with knowledge and the digital world. That is a powerful combination as at the same time it:
1- Does not alienated the core older book buyers
2- Entices younger people to enter the stores
3- Digitizes a previously “paper” operation
All these will expand Borders customer base by offering wider and more current services to a hugely broader demographic of potential shoppers.
Pershing’s Bill Ackman now owns 26% of the outstanding shares of the company and has more than doubled his exposure to the company in the past 6 months. Hard to make money betting against him….
Disclosure (“none” means no position): None
