If there’s one ritual I find most therapeutic, I would say that it’s grabbing a few magazines at my nearest Border’s bookstore and tucking myself away in a little corner as I quietly read undisturbed for a couple of hours before picking one or two that I would then purchase.
That’s the thing I love about many of the merchants (also known as BMerchants) that are participating in the BCard loyalty program. Starbucks, Borders, and the other F&B, service and travel and holiday merchants – most of them give you that feeling of “do what you like”, which gives me that feeling of a home away from home.
It is little wonder that, despite there being bigger and some might say “better” bookstores around, I always return to the same Borders that makes me feel at home. My loyalty is born of the culture they have nurtured in their business. Already having a few BMerchants as an existing part of my lifestyle, it’s a real no-brainer for me to get myself a free BCard to gain further benefit from my regular routine living.
In essence, I present my BCard alongside my regular purchase, which entitles me to points; which I then use to redeem cash rebates or vouchers at the same merchants (which means I have a choice of redeeming products and services that I’m already happy with, instead of useless and irrelevant “premiums” like torchlights and umbrellas).
Though I know of so many people that love to camp in a Starbucks (one of the 47 BMerchants currently participating in the BCard program), I much rather curl up in a quiet corner of my nearest Borders bookstore and just “B” alone with my magazines.