Top 3: Things Borders did right, from a former music buyer's perspective
AnnArbor.com files
While much of the chatter surrounding today’s announcement that Borders is filing for Chapter 11 bankruptcy protection is all about the myriad mistakes that were made, I can’t stop thinking about the things that made it quirky and wonderful. And I can’t seem to stop referring to Borders as “we” even though it has been three years since I worked for them.
A community gathering place. Borders used to brag that the average customer visit was just under an hour. You can argue that the comfortable seating and coffee shop environment turned the store into more of a library than a book store, but when the stores were staffed with legions of passionate expert staff, the conversion rate on each of those customer visits was very high. How many times did you take home a book you had never heard of because a bookseller recommended it?
In my twenties, the downtown Ann Arbor store was the hot pick-up spot for young singles. The strategy: grab a book or magazine that represents your interests, make sure the cover is visible, and wait for someone to strike up a conversation. It worked. Once I had a kid, Borders was the place to go to escape cabin fever. Rainy afternoons were always packed in the kids’ section. We could snuggle up with a book together or make a new friend.
A culture of giving. I was reminded of this just yesterday as my 9-year-old and I toured the Food Gatherers facility and came across a room that had been named for Borders Group. Borders gave generously to a multitude of local organizations here in Ann Arbor, including Food Gatherers, the Michigan Theater, the University Musical Society and Mott Children’s Hospital. They also created the Borders Group Foundation, a nonprofit designed to help Borders employees in need.
An emphasis on passion and expertise. At its peak, the heart of the Borders chain was the expert staff, both in the corporate offices and in the field. It was what set us apart from the competition. Barnes & Noble stores might have looked prettier, and their employees might have had fewer piercings, but Borders employees could talk your ear off about poetry or Russian literature or whether John Coltrane or Sonny Rollins was the better improviser.
My first Borders employee badge.
I remain friends with many of the people I worked with during my tenure at Borders. Many of them have been victims of the endless series of layoffs that have plagued the company in the last five years. But some are still there, praying that they still have a job once the details of the reorganization are revealed. My thoughts are with them today.
We are all hopeful that Borders will emerge from this bankruptcy as a lean, mean, bookselling machine. It will never be what it once was, but it still has one of its greatest assets: passionate, dedicated people.
Jessica Webster leads the Food & Drink, Home & Garden and Books sections for the AnnArbor.com community team. You can reach her at jessicawebster@annarbor.com.
Comments
David Briegel
Thu, Feb 17, 2011 : 1:56 p.m.
Jessica, excellent article! As a townie, I too loved Borders. Especially in the old days. Wasn't everything better way back when? I used to go back and forth from Schoolkids to Borders as I added to my music collection. There were so many knowledgeable employees to assist me. I was always amazed at how they could know so much about so many different types of music.
David Briegel
Thu, Feb 17, 2011 : 5:02 p.m.
we both looked a little different back then!
Jessica Webster
Thu, Feb 17, 2011 : 2:50 p.m.
@David - I might have waited on you. Before I started at Borders corporate offices, I worked at Schoolkids' from 1990-1996.
sandy schopbach
Thu, Feb 17, 2011 : 1:44 p.m.
While I ran the Bird of Paradise, it became part of my duties to launch a CD by the Ron Brooks Trio. Border's Downtown was anxious to be of help and put it in their stacks. I've heard the same story from each and every local musician friend and acquaintance. Borders was an integral part of keeping local music alive and well in Ann Arbor. And I'm sure that I speak for all of us when I say we are truly grateful. I hope Borders will come out of this slimmer and sleeker and in better health. We'd all like to see you survive and prosper.
KJMClark
Thu, Feb 17, 2011 : 2:40 a.m.
The really depressing thing about all of this is that Border's didn't really do anything wrong. They were done in by a tax cheat. If Amazon had to pay back all the taxes they've swindled states out of over the years, they'd be the ones going into bankruptcy, not Borders. How can you compete against a company that can outbid you by 6% on every single transaction by ripping off the state government? People have pointed out that Border's should have done better with their website, but that was a losing proposition too. *They* still had to pay sales tax to the states they had stores in, whether the sale was online or brick and mortar. I haven't been to many Border's stores. We spend most of our book money at the downtown store, and have since it was on State (I still have a T-shirt from the original store with their storefront). The people who work there have always, and still do, know their business and can help you find anything. The stores were a lot of fun around the Potter releases. The selection was better in the past, but they still generally have what you're looking for or can get it for you, though that got much harder this last year too.
John B.
Fri, Feb 18, 2011 : 12:04 a.m.
I think that the Sales Tax issue is a big red herring. Shipping cost usually far exceeds the Sales Tax amount. Either you charge the customer that shipping amount, which more than offsets her Sales Tax 'savings,' or you absorb it yourself ('free shipping'), which reduces your margin.
T. Kinks
Thu, Feb 17, 2011 : 12:56 a.m.
I used to buy all my CD's from the Arborland Borders. Being a musician & DJ @ a3radio.com I would buy a lot. Their prices were cheaper than the dept stores & way better selection. Plus you could listen to tracks off a cd before you bought it. My kids & I would spend an hour or more @ Borders everytime we went there. The staff there were the friendliest ever, even during the Christmas rush. When they cut way back on their music section I knew they were in trouble. It's too bad they have to close the Arborland store, I'm sure the rent there is less than the Lore Rd store. Could it be a shun to Ypsi? Just asking.
John Webster
Wed, Feb 16, 2011 : 11:27 p.m.
Before we moved to Ann Arbor in 1989 we lived in the Netherlands, where I worked for Philips Electronics. At the end of our expat assignment we attended a farewell cocktail party, where the director of our business unit was the host. He was a very worldly, well educated, well traveled individual who was respected by everybody. We had not been to Ann Arbor at that point, and his comment was, "Oh, you are going to love it. It has the best book store in the whole world". He meant the old State Street Borders.
suefadden
Wed, Feb 16, 2011 : 10:58 p.m.
i remember visiting downtown store. they wouldwrap free then for small amont ship any where in us thanks for being there will be like losing a good friend sue f
Stephen Landes
Wed, Feb 16, 2011 : 9:19 p.m.
Borders did a lot of things right, but in my opinion they forgot what made them great -- including the expert staff -- and decided they had to be just like everyone else. As a Ford retiree I know what that is like and how close we came to losing the company before getting back to what made us great. I hope Border can do the same.
BTPud
Wed, Feb 16, 2011 : 8:50 p.m.
I worked at the Borders Express store at Briarwood for 10 years- right up to the last day, and I also find it tough to stop referring to Borders as "we." I couldn't agree more about the things they did right- they were an awesome employer, and made a great work environment. Holding my breath for friends still with the company, the friends who lost their jobs today, and that this company can get back to what made it so great!!
Mary Bilyeu
Wed, Feb 16, 2011 : 8:08 p.m.
As you say, while there is a swirl of commentary about mistakes and poor judgement, Borders has done much good for the community and for our friends and family members. It's easy to lose sight of those individuals in such precarious positions, in the midst of the screaming headlines. Wishing them all well ....