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Borders Ranks Brandon Store No. 1

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By LAURA FRAZIER, The Tampa Tribune

Published: September 9, 2007

BRANDON - It doesn't boast the highest gross profit margins, nor is it the largest in a nationwide chain of 600 bookstores. The Borders at Lumsden and Providence roads in Brandon was, however, recently ranked No. 1 in the nation by its parent company, Borders Group.

Store manager Darcy Taylor said her staff hit the ground running when the store opened in 2003.

'The first year we were open, we nearly qualified for first place. We ranked first for the first time our second year, in 2004,' Taylor said.

She credits Borders' success to supportive upper management and a focused, goal-oriented store team. The company uses customer service feedback, sales numbers and operating expense control data to determine store rankings.

'We watch things like customer service scores very carefully, that the store is clean, and that people can come in and find what they're looking for,' Taylor said. 'The minute our product comes in, our employees get it on the floor, within 24 hours.'

Employee Darlene Heinl said the staff shares Taylor's dedication to making the Brandon Borders the best it can be.

'Darcy, along with all the employees, has made it an enjoyable place to bring your family to browse for books, study or do business in a relaxed atmosphere,' Heinl said.
Borders stores often tailor their stock to their community. In Brandon, one fiction genre rivals total fiction sales.

'We sell so much African-American fiction that we had to create a special section for it,' Taylor said.
Borders Group contributes to charitable organizations on the corporate level, and the Brandon store has a hand in local efforts.

The store held a book drive in August to collect reading materials for Ronald McDonald House Charities of Tampa Bay, which provides temporary lodging for families of hospitalized children.

Employees and customers purchased 1,448 books to help the charity, and the store donated 5 percent of the profits.

Local teachers can benefit from a Fall Educator Appreciation event at the store Sept. 27 to Oct. 2, when 25 percent discounts will be offered on books, music and movies.

Taylor said, 'Any educator or retired teacher, whether they teach kindergarten or karate, can come in for discounts on things for their classroom or their own personal use. We like to do things for the community.'

Reporter Laura Frazier can be reached at (813) 657-4523 or lfrazier@tampatrib.com.

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