Membership in “Borders Rewards,” the free customer loyalty program for Borders and Waldenbooks customers nationwide, has surpassed 20 million, according to a statement issued by the company through PR Newswire. The program was launched earlier last year and has grown steadily since. It is now one of the largest customer loyalty programs in the specialty retail industry, reaching 18% of all U.S. households. Unlike a similar program at competitor Barnes and Noble, the Borders Rewards program costs nothing to join.
“We are thrilled that so many customers have discovered the benefits of being a Borders Rewards member,” said Borders Group Chief Executive Officer George Jones in the press release. “This program continues to grow at an impressive rate of about 150,000 new members each week. As membership builds, so does our capability to leverage the Borders Rewards database as a distinct advantage in introducing customers to new and important titles and promoting them.”
“For instance,” Jones continued. “through the Borders ‘Shortlist,’ which is a weekly e-mail sent to Borders Rewards members, we have been successful at launching proprietary and exclusive titles such as Nick Santora’s first novel ‘Slip & Fall,’ and Anuna’s ‘Celtic Origins’ CD. We were able to make both of these titles national bestsellers and will continue to use the power of the Borders Rewards database as one of the unique ways we’ll draw customers to our stores.”
In addition to providing discounts and valuable in-store offers for Borders Rewards members, the “Shortlist” also features exclusive content, which includes excerpts from the latest titles as well as the popular monthly Borders online video book club. The book club has featured dialogs with such authors as Stephenie Meyer, Khaled Hosseini, Susan Minot and Mitch Albom. The Borders “Shortlist” is also a gateway for Borders Rewards members to experience video episodes of Borders “Live at 01,” where customers online can feel all the energy and intimacy of a Borders in-store event. “Live at 01” is filmed entirely on location at the Borders store in downtown Ann Arbor, and has featured artists and authors such as Joss Stone, Calvin Trillin, Anne Lamont and Dave Koz.
Borders Rewards members also receive a monthly newsletter and can choose to customize it with personal recommendations, notification of hot new book, CD and DVD titles, and the latest news on over 32 different categories. The card is good at over 1,200 Borders and Waldenbooks stores worldwide. Customers join by simply picking up a Borders Rewards card at any Borders or Waldenbooks store and registering it online at www.bordersrewards.com.
Borders Books, URL: http://www.bordersgroupinc.com
Borders Rewards Program, URL: http://www.bordersrewards.com
PR Newswire, “Borders Rewards(R) Program Surpasses 20 Million Members”