Borders makes coupons easier

I'm an avid reader and not a big fan of Amazon (they're free shipping takes too long for me) so I buy most of my books from Borders and Barnes and Noble. Visiting the bookstore is also a much more pleasant experience for me than ordering on-line. There's something about grabbing a cup of coffee, browsing the titles and lounging around while deciding which to buy. However, I still want a good deal on the books I purchase so I have rewards card for both bookstore.

Each week I receive an email from Borders with that week's coupon. While I appreciate the weekly coupons I don't appreciate having to print them out. I've often wondered why Borders doesn't incorporate the coupon with its rewards card, it would be easier on the consumer (me) and less wasteful for the environment.

Borders still hasn't incorporated its coupons into its rewards card. But still, my paper coupon frustration came to an end this week. Earlier in the week when I clicked through Border's email message to me to print my weekly coupon I was given the option to receive future coupons via text message. I always have my phone with me so I jumped at the offer. I'm not sure how long Borders has been offering this feature as the company didn't have the foresight to proactively tell me about it. But I'm happy it's a feature nonetheless. And Borders should be happy too; it gave me an incentive to visit its store today and pick up a copy of The Omnivore's Dilemma. I showed the cashier my text message and viola I received 30 percent off my purchase. And now that the coupons are more convenient for me I'll probably be spending a little more time (and money) at Borders.