So, now that Borders is going out of business, what’s going to happen to all the information they collected on me as part of my Borders Rewards Card?
You know–it was a “loyalty program.” But what happened to the loyalty?
Borders emails showed up two or three times a week once I signed up for the card. And the only emails I paid attention to were the ones that featured coupons — significant ones. 20% off one item? Nah, I’ll pass. 30% off? That’s tempting. 40% off any one item? Bingo, I’m there. And frankly, if it was easier or cheaper to get a book through Amazon, or find a used copy on the internet, I did that.
So ultimately, I wasn’t loyal to Borders with my business, and they likely won’t be loyal to me by protecting the information I gave them.
But on the surface, it would seem that I had an ideal customer relationship with Borders. I was in the store often. I usually walked out with at least a magazine. They had my purchase history and could communicate with me easily. In the end, though, it was a hollow relationship.
It’s the subject of my new column on Talent Zoo, which will be on the home page tomorrow.