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