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Borders launches paid-for loyalty scheme

From 1st September 2010, the US bookseller Borders has unveiled a new and updated 'Rewards' loyalty programme, offering customers more choices, better benefits and greater savings than before.

Customers can choose from two forms of Rewards: a free, enhanced Rewards programme, or the new Borders Rewards Plus programme which, for a membership fee of US$20 per year, offers savings on nearly all Borders merchandise, plus free shipping for almost all online orders.

To celebrate the lanunch, members were able to earn 'Borders Bucks' at twice the normal rate during the first week of the programme's relaunch. Members usually earn US$5 in Borders Bucks for every US$150 they spend annually but, for the promotional period, spending counted double to allow members to earn more rewards from lower spend levels.

"We saw an opportunity to differentiate Borders in the marketplace by offering the choice of a paid programme or a free programme," said Borders CEO, Mike Edwards. "The new Rewards programme provides members with more relevant content, benefits and discount offers."

For the past few months, Borders has been conducting extensive research on what its customers want most from a loyalty programme. The Rewards programme claims nearly 40 million memberships, and now offers each member individually tailored discounts. Members also receive personalised 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 Borders Rewards programme both offer a range of benefits and savings, such as exclusive in-store and online discounts, personal shopping days, free coffee, a free birthday gift, and of course Borders Bucks.

In addition, however, members of the free programme receive 30% off the list price of hardcover bestsellers and free shipping on online orders of US$25 or more. And members of the Borders Rewards Plus programme receive 40% off the list price of hardcover bestsellers, 20% off the list price of other selected hardcovers, 10% off the purchase price of almost everything else, and free shipping on almost all online orders.

Finally, as part of its existing commitment to supporting teachers, Borders has made its Rewards programme even more teacher-friendly. Teachers who are currently Rewards members now get a personal shopping day where they have an extra 10% discount in addition to the 25% discount they already receive on eligible items. Furthermore, from 1st October 2010, parents, friends and families can donate some of their own Borders Bucks to their favourite teacher, who can then use the donation to buy classroom supplies.


Sources: Borders Group /
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    Categorised as:

  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

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