Cross Borders for free coffee and croissants

In a bid to compete with the digital world, Borders book shop on London’s Oxford Street has resorted to a sort of non-digital customer interaction experience initiative.

This seems to consist of getting ‘under the skin of the customers’ by inviting them in for book readings, a gossip and cups of coffee.

Last Friday saw the Borders debut of Colin Barrow, who is no relation to Razorfish managing director Colin Barlow apparently, but he is nevertheless the author of a book entitled How to survive the E-Business Downturn.

The experience was hailed a success and most people in the audience agreed that free coffee and croissants is the secret of a strong e-business.