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Gene Detroyer

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Borders Alters Loyalty Program, Lowers E-Reader Prices

September 1, 2010

FROM RETAILWIRE:
Borders is introducing a new rewards program and lowering prices on its e-book readers to gain some traction in its competition with Amazon, Barnes & Noble and others. What will have a more positive effect on Borders' business; its new loyalty program options or lower e-reader prices?      [more...]

MY COMMENTARY:

Too often, companies--particularly ones that deal with marketing--use band aids when they should be using tourniquets. Borders' needs a tourniquet and that most likely will not be enough. Border's has evolved into the retailer with no reason for being. Loyalty programs enhance business, they never turn business around. This is a tactic, when Borders should be thinking strategically. Unfortunately, the strategic options for Borders are close to non-existent.

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