With the news that Borders Bookstore and future is looking shaky with news of receivership, I will share thoughts about the opportunity that has been before them for sometime.

1. Customer behaviour

If you are a Borders frequenter like me, chances are that you went into their cafe and ordered your latte. Then you headed for the section of books that you were interested in at the moment. For me it was likely to be marketing, gardening or the Internet. Sitting on a chair or sometimes in the isle, reading the forwards or a few chapters to determine if the book was worth it, you might have spent an hour or more. Basically using Borders like a library. After a while you might decide to buy the book or you might decide to go home and download it on audible.com as a ipod download for about $4. I don't think I am alone in this behaviour. I just think that Borders didn't capitalise on it.

E-books are already outselling paperback books according to Amazon are expected to sell out hardcopy books on shelves according Fairfax Media. The change in consumer behaviour has been coming for sometime and the Internet has changed the way publishing is created and consumed for ever.

2. The opportunity

The opportunity for Borders was to see the customer behaviour and then cater for it. I can think of lots of ways they could have done this. Provided a membership charge on entry say $5 per session. Provided Kiosks to download the books onto a mobile device and put a surcharge. Create a space to work for a fee. Turned the kids section into a space where mothers groups could let their kids play while they listened to a story and explored reading and they could have a coffee and take a break. They could have looked at their clientele and then catered to their needs as the need still exists!

3. Is it too late?

I really hope that Borders is not lost to this opportunity and a really smart entrepreneur takes on the giant because there are a lot of people who will really miss the environment that they provide.