Borders Rewards Customers Via Loyalty Program

Borders, Inc. has launched a new loyalty program that rewards frequent customers with special discounts on in-store purchases.

Under the Borders Rewards program, members who spend $50 or more each month can earn Personal Shopping Day rewards, in which customers receive 10% off store purchases on a day of their choosing. In addition, members receive weekly discounts and promotions in store and via e-mail.

Members can also earn special holiday saving rewards. Similar to a bank Christmas club, 5% of all qualifying purchases made during the year accrue into a savings account. Members can use their holiday rewards savings between Nov. 15 and Jan. 15.

Borders Rewards cards are available at Borders, Borders Express and Waldenbooks stores. Customers can register for free by giving cashiers their e-mail address. Members can also manage their accounts online by registering their cards at Bordersrewards.com. Customers who register their cards can choose from one of three welcome gifts: a 30% off coupon for a regular priced item, a free 12-ounce hot beverage from the café or a $5 Holiday Savings Reward.

"It's something we feel really adds a lot of value to customers," said Kevin Ertell, director of interactive marketing, loyalty and CRM. "We tried to devise a program that was a really good fit for our customers."

The effort, which launched last month, marks Borders' first venture into loyalty programs. Previously, the company offered a preferred reader program, in which consumers paid a yearly $12 fee to receive 10% discounts on in-store purchases. That program ended more than a year ago.

Unlike competitors reward programs, Borders Rewards is free and offers customers exclusive holiday savings, Ertell said. "This is really a great way to build better relationships with our customers," he said.

Online materials, radio spots and in-store signage support.