Borders Group Inc. has consistently proved their marketing strategy is successful. They are the #2 bookstore operating in the United States according to Yahoo Finance. (2007) The company has more than 1200 retail stores in the United States where books, music, videos and DVDs are sold. The prices at Borders are consistent with other bookstores such as Amazon and Barnes and Nobles. To entice customers to shop with Borders the company started the Borders Rewards Programs to help build customer loyalty by providing Borders Bucks for every $150 spent. Also coupons and exclusive offers are provided to Borders Rewards members. The program provides more frequent payouts than in the past to a broader range of customers. Another big part of the marketing strategy is to provide a comfortable relaxing environment in today’s fast-paced world. For starters Borders combined with Seattle Coffee in 2004 so that customers could relax in the café or shop for hours. (Borders company website, 2007)......
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