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Borders continues rollout of new concept store in Massachusetts


ANN ARBOR, Mich. Borders is rolling out its new concept store--the first of which was launched in Ann Arbor, Mich., in February--to Wareham Crossing Wareham, Mass., on July 11.

The new 25,401-square-foot concept will blend digital and Internet options with a new look and incorporates new features and in-store services for a better customer shopping experience.

"The opening of our initial concept store in Ann Arbor generated tremendous media attention," said Borders Group ceo George jones. "It has been a huge success and customers love it.

"We've stayed true to what our customers have always loved about Borders--deep and intelligent selection, knowledgeable staff and a comfortable, welcoming atmosphere," he continued. "Yet, we've brought a fresh, new look and an exciting interactive dimension to the store with a Digital Center where customers can do everything from mix and make their own custom CDs, download books and music, publish their own books and create photo books--all without being computer experts because we have trained people there to help every step of the way," said Jones.

The store features a cafe with an outdoor seating area and is decorated in warm, neutral colors. Throughout the store, large, illuminated drums suspended from the ceiling feature graphics that help guide customers to destinations within the store. Also prominent is the Digital Center, marked by a 3D, 12-foot fixture and sign package. Within the Digital Center there are multiple computer kiosks and stations dedicated to new services that include the ability to mix and make custom CDs and self-publish books, among other things.

"Overall, this new concept store is a key part of our long-term strategic plan," said Jones. "We set out to differentiate Borders and give customers a reason to choose us over other retailers and we've achieved that goal spectacularly with this new concept store. And now with the new, we'll be able to truly deliver on our cross-channel retail strategy ... I'm proud of what we've created and I'm thrilled with the way customers have embraced it," he said.

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