Borders Group Inc. opened the next chapter in its aggressive turnaround plan last week, unveiling an ultra-high-tech concept bookstore that will be duplicated in 13 other U.S. cities, including Lone Tree, this year.
The 28,900-square-foot bookstore in Ann Arbor, Mich., incorporates digital technology with its traditional selections of books, music and movies.
“We want to create a store that’s more than just a seller of books, CDs and DVDs,” chief executive George Jones said Wednesday during a media preview tour of the prototype store.
The Ann Arbor-based bookseller also plans to launch its improved website — — in a couple of months, after severing an agreement with for online book sales.
Rejuvenating its retail stores and establishing a bigger online presence are part of the company’s turnaround plan announced last March — an overhaul designed to make Borders more competitive in a marketplace that had decidedly shifted to online and return the bookseller to profitability. The plan also includes closing about half of its Waldenbooks stores, selling some of its overseas units and publishing exclusive books by celebrities and others under the Borders name.
The concept store, 18 months in the making, features a newly designed interior with special emphasis on certain categories such as travel, wellness, cooking and children’s books — all equipped with informational kiosks and flat-panel televisions showing videos of popular topics in each category.
A new feature is the “digital center,” where customers have access to several computer stations to burn CDs, download to their MP3 players and explore the digital world. The centers will be staffed with trained personnel to help customers who are not tech-savvy learn how to use the programs such as Shutterfly, the online photo processing service.
Customers who are familiar with the online services and programs are welcome to work on their personal projects, said Kevin Ertell, vice president of e-business for Borders.
Borders understands that the Internet and digital world are increasingly becoming part of people’s everyday lives and it wants to be part of that world, he said. The growing number of customers flocking to the Internet to buy books and use services on the Web inspired the concept store.
“We’re about knowledge and entertainment, not just books and CDs and DVDs,” Ertell said. “We’re here for knowledge and entertainment, no matter what the format.”
Digital devices such as cameras, iPod speaker docks, the Reader Digital Book and MP3 players are sold at the center, as well as starter kits for Internet services such as Shutterfly and .
All the stores will be revamped in the next two to three years.
