Borders Launches New Online and Offline Loyalty Program

Program for online and offline consumers offers more choice.


ANN ARBOR, Mich., Aug. 31, 2010 — On September 1, Borders will officially unveil its new Rewards loyalty program, bringing Borders customers more choice, richer benefits and better savings. Consumers can now choose from two forms of Rewards — a free, enhanced Rewards program, or the new “Borders Rewards Plus” program, which for $20 per year delivers savings on nearly all Borders merchandise, and free shipping on virtually all online orders. Borders is the only major bookseller to provide consumers with a choice of loyalty programs.

To celebrate, members can earn “Borders Bucks” twice as fast beginning tomorrow though September 6. Typically, members earn $5 in Borders Bucks for every $150 they spend annually, but during this period, Borders will double the spend, so if a member spends $75, Borders will double that amount resulting in the member receiving $5 in Bucks.

“We saw a great opportunity to differentiate Borders in the marketplace by offering the choice of a paid program or a free program,” said Borders CEO Mike Edwards. “Beginning tomorrow, the new Rewards program will provide members with more relevant content, benefits and discount offers. It’s yet another example of Borders’ commitment to creating an outstanding customer experience.” 

 For the last several months, Borders has been conducting extensive research on what customers want most in a loyalty program. The company used the research to inform the reinvention of Rewards, which includes nearly 40 million sign ups, from a one-size-fits-all-model to one that engages with each member individually with specific discounts. Members also receive personalized and relevant content such as title recommendations and notifications of local events including author signings and other entertainment activities.

Borders Rewards Plus and the free, enhanced Borders Rewards program both offer a rich array of benefits and savings, such as exclusive in-store and online discounts, personal shopping days, free coffee, a free birthday gift, and Borders Bucks, of course.

In addition:


Rewards for teachers

As part of its longstanding commitment to supporting educators, Borders has made its Rewards program more teacher-friendly. Upon the program’s launch, teachers who are currently Rewards members will receive a personal shopping day where they will enjoy a 10 percent discount off the purchase price on top of the 25 percent discount they already receive on eligible items. In addition, beginning Oct. 1, parents, friends and families can donate Borders Bucks they’ve accrued to their favorite teacher. The teacher can then use the donation to buy school supplies or make personal purchases.

For complete information on Rewards, to sign up to become a Rewards member, register as a teacher to receive Borders Bucks, or donate Borders Bucks to a teacher, visit www.Borders.com/Rewards.

About Borders Group, Inc.

Headquartered in Ann Arbor, Mich., Borders Group, Inc. (NYSE: BGP) is a leading specialty retailer of books as well as other educational and entertainment items. The company employs approximately 19,500 throughout the U.S., primarily in its Borders and Waldenbooks stores. Online shopping is offered through borders.com. Find author interviews and vibrant discussions of the products we and our customers are passionate about online at facebook.com/borders, twitter.com/borders and youtube.com/bordersmedia. For more information about the company, visit borders.com/media.


Borders, loyalty programs, online book sales