Borders concept store integrates DVD into themed areas

By Susanne Ault -- Video Business, 2/14/2008

FEB. 14 | Borders is unveiling its first of several planned concept stores, which especially emphasize popular products by creating ‘destinations’ out of related items.

The five destinations carved into the 28,900-square-foot concept store, located in Ann Arbor, Mich., are travel, cooking, wellness, graphic novels and children’s. Borders has singled out these product genres, many of which will feature DVD components, among their fastest growing categories.

Borders’ travel area sells portable DVD players in order to enhance people’s on-the-road or in-flight entertainment. There also is a kiosk that recommends DVDs and books for people researching upcoming vacations.

LCD screens dot the graphic novel and wellness sections, which help profile featured books and DVDs, among other items.

The children’s section has been divided by age, where various DVDs, books and CDs will be arranged into three categories, 4-8, 7-9 and 10-12.

“Overall, customers need to know that there is something [Borders] offers as a retailer that they cannot find anywhere else,” said Borders CEO George Jones. “That’s what we are doing with these unique destinations within our concept store.”

Borders’ concept store also is bowing a networking tool dubbed LongPen. This technology will allow off-site authors and performers to autograph books, CDs and DVDs, which can be immediately given to customers who are located at the concept store. LongPen electronically sends the talent’s signature to the concept store, and Borders employees can precisely duplicate what they were writing. Borders hopes to eventually roll out the LongPen service to other store locations.

Concept store customers also will be treated to a Borders Digital Center, encompassing such new services as music and book downloading.

Borders is organizing a grand opening for its Ann Arbor concept outlet on Feb. 22.