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.
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