Borders to Have E-listening Stations

Borders Books and Music Thursday revealed that it is setting up digital, interactive kiosks that enable customers to access and preview the music titles in a store’s inventory, simply by scanning the product barcode.

The e-listening stations rely on inventory updates that are stored on an Internet database. The music can be accessed by scanning a specific CD’s barcode.

Customers will be able to hear approximately 750 music titles in full. For the remaining inventory, a 45-second preview of up to 12 tracks per CD will be available. Additionally, Borders will be testing handheld, portable, wireless headphones and scanning wands, which will allow customers
to move about the store sampling music as they shop.

“We recognize that the power of technology presents a unique opportunity to
serve our customers,” said Tami Heim, president of Borders Book and Music stores
and “We are in the business of providing customers with access to the content they want, in the way they want it, when they want it.”

The stations, powered by Advanced Communication Design’s STAR
system, will debut next month in a new Brentwood, Tenn. location, followed in July by the Michigan Avenue store in Chicago.

After November all new stores will be equipped with e-listening
stations, and ultimately, all existing CD player preview systems in the company’s 300
stores across the country will be upgraded.

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