New in-store boutiques allow customers to experience Nook e-readers
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This fall Barnes & Noble (New York) will step up its fight for a bigger share of the e-reader market with a dedication to in-store interactive boutiques that it hopes will provide consumers with a new way to experience the products: actually using them in person.
“I think it’s everything,” Barnes & Noble Chief Executive William Lynch told The New York Times. “American consumers want to try and hold gadgets before they purchase them.”
The 1000-square-foot boutiques will offer demonstration tables, videos, Nook accessories and employees on-hand to answer questions. They’ll be added to each of the retailer’s 720 bricks-and-mortar stores, most often near the café in order to draw customers over to try the Nook, beverage in hand.
The space will still function like the typical Barnes & Noble bookstore, with customers welcome to relax and read entire books on a Nook. To make space for the boutiques the retailer will remove some of its music merchandise.
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