Borders is using free Wi-Fi service, as well as other initiatives, to differentiate itself from competitors and increase membership in its loyalty program this holiday shopping season.Jason Shriver, director of loyalty marketing at Borders, said that the company was, until recently, under contract with T-Mobile to provide subscriber-based Wi-Fi. “When our agreement ended, we seized on the opportunity to offer free Wi-Fi, which gives customers yet another reason to come to Borders,” he said ...