Like many independent bookstores, the Magic Tree Bookstore, Oak Park, Ill., is encouraging people with Borders Rewards memberships to exchange their cards for its loyalty program. In Magic Tree's case, former Borders Rewards members receive a free year of membership that's worth $10 plus a 10% discount on most everything in the store. (Longtime Magic Tree members who also have Borders Rewards memberships can have their Magic Tree membership extended for free.) But, unlike other stores, at Magic Tree when a member "converts," his or her card is stickered "welcome new Magic Tree member," and attached to the store's own magic tree (above).