Borders new concept store to include kiosks

Borders new concept store to include kiosks
February 13, 2008

ANN ARBOR, Mich. — After more than 18 months of development and testing, Borders will unveil the first of its new concept stores when grand opening festivities kick off Feb. 22 at its new store 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, officials said.

The first Borders Concept Store in the nation is located in Ann Arbor, Mich.

According to a news release, one of the highlights of the new store is its Digital Center. Within the Digital Center there are multiple computer kiosks and stations dedicated to new services including music and book downloading as well as mixing and making custom CDs through "Borders Digital Music," which features millions of titles to choose from.

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. Customers can use "Borders Custom Photo Books" for special photo projects featuring family and friends, and they can print their photos in the store via "Borders Digital Photo Printing."

Throughout the Digital Center, there are seats at the various computer stations where customers are encouraged to sit and take their time working on their projects. Importantly, Borders knows that not all customers are computer experts, so the company is staffing the Digital Center with trained, dedicated personnel ready to guide customers of any technical level through the process to achieve their project goals.

A customer researches travel destinations on an interactive kiosk, while others browse books and watch travel related programming on a 32" LCD screen within the Travel Destination section at the new Borders Concept Store.

Within the store's travel section, Travel Destination, there is an interactive computer kiosk where customers can research, plan, and even book a trip in the store. On the kiosk, there is a "Borders Featured Destination" highlighting various U.S. and international locations and customers can use the feature to learn everything about the locale they plan to visit, including Frommer's favorite experiences and upcoming events. For featured destinations, Borders also makes available on the kiosk an article written by travel expert Pauline Frommer who offers additional advice and tips for planning a trip to the destination.

In addition, the travel kiosk also features a "Borders Trip Recommender" to provide customers with a list of suggested travel destinations based on preferences and criteria set by the shopper using a brief questionnaire regarding the type of trip desired and other parameters. The "Borders Trip Recommender" suggests potential destinations, and by clicking on recommended locations, customers will access related book, DVD and other resources selected by Borders' expert buyers to enrich the travel experience. Using the "Search and Book" feature on the kiosk from Sidestep.com, recently acquired by Kayak.com, customers can even book an entire trip online from the in-store kiosk. Within the Travel Destination, the new concept store also offers customers travel programming on a large LCD screen that features a mix of travel tips, guided visual tours, author interviews, and nature programming from locations around the world.