Borders Express Advertising Strategy

COMPANY

There are more than 1,200 Waldenbooks stores and Borders throughout the world. There are currently over 460 Borders superstores in the U.S. and 41 Borders stores outside of the U.S. In Great Britain there are 3 Borders etc. stores, and Borders Group Inc. has recently acquired a British stationary company by the name of Paperchase Products Limited with 65 locations. It is held as one of the Fortune 500 companies, reporting $3.7 billion in sales last year. In 2002 alone, Borders Group Inc. spent $11,153,400 on advertising in spot television, Sunday magazines, newspapers, cable TV network, and national spot radio. Borders Group Inc. is clearly a very successful company and no doubt distinguishes itself from its competition through the establishment of loyal relationships with their customers, which keep them coming back to Borders stores to purchase anything from books to music. In their mission statement the company affirms that it will attempt to be the number one provider of books, with the best selection, service, innovation, ambiance, community involvement, and shareholder value. Among their goals, their aspiration to be the most innovative and provide the best ambiance are the two that drive the project called Borders Express.

The Borders Company sees their stores as a place for the individual to indulge their tastes. They want to invite the customer to explore, and feel comfortable while browsing their products. Their employees are a big part of what has led to their success. They employ over 32,000 people throughout the world. The employees are the ones to interact with the customer, and because their motto of making the customer feel comfortable is stressed, the employees must convey this attitude to the consumer. Employees at all levels are welcomed and encouraged to express their opinions and suggestions on how to improve the company. The CEO, Greg Josefowicz, makes regular trips to all of the stores in order to maintain contact with employees. Other members of the board include the president, Vincent Altruda, heads Borders online and oversees the operation of all Borders stores worldwide. Cedric Vanzura, president of Waldenbooks, oversees the operation of 700 Waldenbooks nationwide. Employees are also rewarded for going above and beyond the basic requirements of their everyday jobs.

The company sells books, music and movies, and provides comfortable chairs and a relaxing ambiance for customers. It believes in stressing the importance of the individual, and indulging the needs of that individual. They provide an environment where one can relax and enjoy a good book. Borders is the only U.S. book retailer to have gone global, with locations in countries such as Singapore, Australia, the U.K., and Puerto Rico. Waldenbooks is a subdivision of Borders which has 700 stores located in malls all across America in every single state.

PRODUCT

Borders Group is creating a store with a new and different image from their current Borders and Waldenbooks. The new store, which is to be called Borders Express, is more of an in-and-out, yet still upscale, book buying experience. The stores will replace the current Waldenbooks in their in-mall locations.

The stores will have the same feel as the bigger, more upscale Borders counterpart but without as many frills. Borders has coffee shops, reading areas and merchandise other than books. Borders Express will not have the coffee shops and smaller reading areas as to not emphasize the stay and relax feel that Borders has. Borders Express is for the busy shopper who is there to buy a book as a side note to other shopping in the mall.

The current members of the Borders Group family, Borders and Waldenbooks, are both unique stores. They meet different needs for consumers in both their services and locations. Borders provides a more consumer oriented, comfortable, come stay awhile feel, while Waldenbooks is more of a straight bookstore without the frills.

Borders has over 460 United States locations and 41 locations outside of the country. The stores provide a large selection of books, music, movies, and gifts as well as a welcoming atmosphere with reading sections and deliciously friendly cafes. While the main focus of the store is books, the other aspects of the store help to make it unique and inviting. One of the selling points of the store is that it is not just an in and out experience, but more of a way to relax and enjoy the buying experience.

Waldenbooks is the mall-based counterpart in the Borders Group family of stores. There are roughly 700 Waldenbooks across the United States. They offer a more limited book selection than their Borders counterpart, but have more convenient locations in shopping malls. They also have a newsstand and gift selection. These stores don't have the same stay and relax atmosphere as Borders, but this is a benefit for the shopper on the go who doesn't necessarily care to stay.

Borders Express will be much like Waldenbooks, with a very convenience driven atmosphere. It will, however, strive for more of the upscale feel of Borders. This does not mean that it will contain the frills found at Borders, but a certain sense of quality follows the Borders name. This store is for the Borders customer on a schedule.

CONSUMER

Ð'* Who are they? Borders Express consumers can be broken down into demographics. Overall, the most avid consumers are between the ages of 35 and 44, while the basic market falls in the 18-49 age range. Therefore, consumers are mainly men and women between the ages of 18 and 49. The majority of these consumers attended college, while the second largest percentage of these consumers did not. Occupationally, Borders Express consumers work in the clerical, sales, technical or other work fields, followed by professional, then executives, administrators, and managers. Racially, Borders Express consumers are mainly Caucasian, followed by African Americans and Asians. The majority are married and have children. Borders Express consumers mainly have a household income over $30,000 per year; even more specifically more than $75,000. Thus consumers are middle to upper class. In general, consumers are literate, like to read, listen to music, and watch movies. They are leisure consumers who like to shop at malls.

Ð'* What motivates them to buy? Consumers of Borders Express are motivated by convenience, quality of Borders in the brand name, and the most popular selection of books, movies, and music, as well as the need for a gift for a special occasion. Most of them are interested in buying literature (books and magazines) on their special interests, such as home and garden, automotive, news and entertainment, parenting, business