Borders to launch new loyalty program

Ann Arbor, Mich. On Sept. 1, Borders will officially unveil its new Rewards loyalty program.

Under the program, consumers will be able to choose from two forms of Rewards -- a free, enhanced Rewards program, or the new "Borders Rewards Plus" program, which for $20 per year delivers savings on nearly all Borders merchandise, and free shipping on virtually all online orders.

For the last several months, Borders has been conducting extensive research on what customers want most in a loyalty program. The company used the research to shape the reinvention of Rewards, which includes nearly 40 million sign ups, from a one-size-fits-all model to one that engages with each member individually with specific discounts. Members also receive personalized and relevant content such, as title recommendations and notifications of local events including author signings and other entertainment activities.