Borders Launches 'Customer Commitment' Program, Will Match Lower Prices on In-Store Items

(Press Release) ANN ARBOR, Mich., Nov. 1, 2010, PRNewswire via COMTEX—Borders Group today launched the "Borders Customer Commitment" program, a new customer satisfaction initiative. The Customer Commitment—the first of its kind for a national bookseller—includes the "Low Price Promise," a new in-store program promising to match a local competitor's advertised, in-store price on items that Borders has in-stock. The Commitment also includes the popular "In-Stock Promise," which assures consumers if they don't find an item in stock at a Borders store, and it's among the more than one million titles available on Borders.com, Borders will find it and pay the shipping costs to the customer's home. With each of these promises, customers can enjoy a one-stop shopping experience at their local Borders store.

Borders continues to focus on creating an exceptional in-store customer experience driven by consumer research into what consumers want from a bookseller. Not surprisingly, value, price and convenience continue to be top of mind for consumers. Borders translated the research into action and made changes such as eliminating the need for printed coupons and offering consumers the new Borders Rewards Plus program. The new programs have surpassed expectations and led to the customer service index being rated at more than 90 percent with both availability and knowledge of associates being above a 95 percent rating. The Customer Commitment promises to push these customer ratings even higher.

"We're thrilled to offer our customers the new Customer Commitment program this holiday season," said Mike Edwards, CEO of Borders, Inc. "We're the first and only major bookseller to introduce a program like this that truly puts all consumers' needs first. In a competitive environment, the differentiators for consumers are value offerings combined with an exceptional in-store experience. Our customers have no reason to shop anywhere else."

Consumers can take advantage of Borders' Low Price Promise by bringing in a current printed advertisement by a local brick and mortar competitor and Borders will match the advertised price on in-stock items. Consumers can also display a local competitor's lower advertised price on an in-store item via their mobile phone. The retailer will also price match items previously purchased from Borders within the company's standard 30-day return and exchange window.