At Border’s first concept store in Texas, visitors should plan on spending a couple of hours at this two-level store to experience all the interactive features in travel, cookbooks, and other departments. For instance, in the digital center, shoppers can burn their own CDs and make audio books. There is even a self-publishing kiosk.

Borders and other bookstore chains such as Barnes and Noble face great competition from online booksellers such as Amazon.com as well as expanding book departments at Wal-Mart and Costco. Borders might have trouble competing on price, but they’re now focusing on the one factor they can truly differentiate themselves in–customer experience. All the interactive features will help increase the amount of time a customer stays in the store. The more time a customer stays in the store, the likelihood they will purchase also increases.

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