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Borders Looks To Attract Book Clubs To Its Cafes

Borders is stealing a page from the standard coffeehouse business plan by encouraging shoppers to think of it as a home away from home. Last month it quietly unveiled a program that invites book club groups to convene at its cafe spaces in an effort to reshape itself into a local gathering place instead of a faceless superstore, Sandra M. Jones writes.

Corporate headquarters in Ann Arbor, Mich., has shipped signs and posters that urge shoppers to get out of the house and bring their clubs to its 507 outlets across the country.

"We're encouraging stores to reach out to the public to say, 'We're here,'" says spokeswoman Mary Davis "It's a way to drive traffic to the stores."

Read the whole story at Chicago Tribune »

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