Borders Launches New Paid Loyalty Program
Ann Arbor-based Borders Inc. plans to launch its new loyalty program Wednesday.
The retailer will now offer two levels of loyalty programs -- today's free program with enhancements, or a new $20-a-year "Borders Rewards Plus" program that will offer savings on nearly all Borders merchandise and free shipping on almost all online orders.
To mark the new program, Borders loyalty program members can earn "Borders Bucks" twice as fast Wednesday though Sept. 6.
Typically, members earn $5 in Borders Bucks for every $150 they spend annually, but during this period, Borders will double that -- giving members $5 in Borders Bucks for every $75 they spend.
"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 shape the reinvention of Rewards, which includes nearly 40 million signups, 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:
* Members of the free, enhanced program will receive 30 percent off the list price of hardcover bestsellers and free shipping on online orders of $25 or more.
* Members of the Borders Rewards Plus program will receive 40 percent off the list price of hardcover bestsellers, 20 percent off the list price of select hardcovers, 10 percent off the purchase price of most everything else -- and free shipping on virtually all online orders.
Also, 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 classroom supplies.
For complete information on Rewards, to sign up to become a Rewards member or register as a teacher to receive Borders Bucks, visit www.Borders.com/Rewards.
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