Joan Treistman

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...]

Consumers' decision criteria have yet to be discussed. This article talks about two options for a loyalty program and several options for an eReader. But there isn't any in depth discussion about how consumers prioritize the characteristics for buying.

I agree with Steven's Gillette reference. So it's not about the availability of books to read. Right?

I understand the 3G and Wi-Fi options. So it's not about any other aspect of the eReader. Otherwise they're all the same. Right? Not exactly as far as I know. The iPad is backlit for one.

We've already talked about the weak position of Barnes & Noble because of how eBooks are eating away at their legacy stronghold.

So I'm thinking there's a lot of "let's throw it against the wall and see if it sticks" going on.