Borders Group Inc. is learning what coffeehouses long have known: Encourage shoppers to think of you as a home away from home and they’ll spend more, maybe even become regulars.
To spur that feeling, Borders quietly unveiled a program late last month that invites book club groups to convene at its cafe spaces instead of in club members’ homes. The step is geared toward helping the money-losing bookstore chain drum up sales and reshape itself into a local gathering place instead of a faceless superstore.
Borders invites book club groups to convene at the store
Hey, better late than never:
Borders Group Inc. is learning what coffeehouses long have known: Encourage shoppers to think of you as a home away from home and they’ll spend more, maybe even become regulars.
To spur that feeling, Borders quietly unveiled a program late last month that invites book club groups to convene at its cafe spaces instead of in club members’ homes. The step is geared toward helping the money-losing bookstore chain drum up sales and reshape itself into a local gathering place instead of a faceless superstore.
via Book clubs at Borders: Borders invites book club groups to convene at the store – chicagotribune.com.
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