Borders has rolled out a new option to reward its loyalty program members.

The retailer has added a Rewards Perks program to its current offering, which gives members deals and discounts via coupons on more than 2,000 products and services from non-competitive merchants. Offers include everything from apparel and home furnishings to electronics and travel.

For example, members can save up to 15% off at Brooks Brothers or up to 10% off at Hewlett-Packard and free FedEx shipping. Other participating companies include Lands' End, The Children's Place, Ann Taylor, Target, Philips Electronics and Orbitz.

One benefit is that members can hand pick offers they want to receive based on category. The company sent e-mails inviting Borders Rewards members to join the program, which launched in August. As an extra incentive for signing up, people also received a 25% off coupon for Borders, Borders Express or Waldenbooks locations.

“It’s another way to get more out of Borders Rewards,” Jessica Harley, vice president of acquisition and retention marketing, said. “It is a way for us to give customers what it is they are looking for from non-competitive retailers we feel are of a brand caliber to be associated with us.”

In addition, members can sign up for a premium tier option, Harley said. People who register for the Borders Rewards Perks Plus upgrade pay $29.95 to receive high value discounts from retailers. For example, members can earn 40% off a Philips flat screen TV, Harley said.

Registration is available at BordersRewards.com. Program membership now totals more than 20 million, the company said.

Harley wouldn’t reveal how many members have signed up for the Rewards Perks, but said the response so far has been positive. “Customers seem to be interested in this,” she said. “It seems to be resonating.”

The original Borders Rewards program launched in March 2006. The company later changed the rewards offers in an attempt to let people earn rewards faster (Promo Xtra, March 29, 2007).

The loyalty program offers $5 in Borders Bucks for every $150 of qualifying purchases. Members also receive weekly coupons and exclusive in-store offers via e-mail.

In-store pamphlets also promote the program.

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