Reinventing brand environments to maintain a competitive edge
Borders, with hundreds of stores in US and abroad, was a leading purveyor of books and related merchandise. Faced with a rapidly changing retail landscape and online publishing media, Borders commissioned GRID Partners to create a new store experience that would more effectively connect with its customers.
Inspired by Borders’ heritage as a university bookstore, GP developed an architectural storefront resembling an Ivy League library and refocused Border’s retail strategy on a celebration of literacy. Shops-within-a-Shop were created, offering selected categories of merchandise based on targeted customers’ buying behaviors.
The new store experience, implemented across the US, UK and Southeast Asia, achieved increased sales throughout the Borders network.