Borders Using Technology To Deliver A Better In-Store Experience

To a major book vendor, layout is more than words on a page. Its also the eloquence with which consumers are brought in and moved around and made to like it.

An experimental approach at Borders is to create the proverbial store-within-a-store. Offering coffee, DVDs and giftwrap is nothing new, but understanding the customer well enough to make the offerings seem integrated and natural is quite a different matter.

Read the entire DDI Magazine story here.