In an effort or “re-engage customers as a serious bookseller,” Borders is offering free Wi-Fi powered by Verizon in over 500 stores. Fair enough. Might be a nice little treat for those dudes who sit in the anime aisle reading book after book or the weird guy who is totally angry at the latest of Atlantic Monthly and willing to tell everyone about it near the cafe. It will, in short, make the Borders experience just that more varied and magical.
ANN ARBOR, Mich., Sept. 29 /PRNewswire/ — Borders Group (NYSE: BGP) today announced that it has signed an agreement with Verizon to provide free Wi-Fi service in virtually all of its more than 500 Borders stores nationwide. Borders and Verizon are well underway in the process of equipping stores to offer free Wi-Fi, with service expected to be available by mid-October.
“Re-engaging with customers as a serious bookseller is one of our strategic priorities,” said Borders Group Chief Executive Officer Ron Marshall. “By offering free Wi-Fi, we are extending the open atmosphere of exploration that is at the core of every great bookstore experience and furthering the sense of community we have always fostered at Borders.”
Verizon’s platform will allow Borders to create a splash page that customers first experience when they log on to the free Wi-Fi service, giving Borders the opportunity to feature compelling content such as news of hot titles, special discounts and the opportunity to join Borders Rewards((R)), the retailer’s free customer loyalty program that has 34 million members. Among other benefits, Borders Rewards members earn $5 in “Borders Bucks” for every $150 of annual qualifying purchases made both in store and at Borders.com.
This agreement builds on an existing relationship between Borders and Verizon that encompasses a number of advanced communications and IT services, including wide area networking and voice-over-IP services, Internet connectivity and e-commerce operations support.