Online knowledge is back in store
The bookshelves of Amazon books in Seattle aren’t just stacked with your average bookstore collection. Book lovers can find thousands of books that are huge sellers online, have a widespread online viewing history, or have received 4 stars or more by readers online. The online search behaviour determines the store’s look and setup. The shopper can seek within a specific category or alternatively look for books based on readers’ ratings. It’s basically the same as what consumers do online: arrange books in a list based on the search result.
On the wall behind the counter you’ll see the week’s most popular reads of Amazon.com: helpful for both the last-minute decision-maker and the indecisive reading buff. Throughout the entire store, the consumer is actively given guidance and suggestions. In each category, books that are popular online play the lead role. Just like on Amazon.com, the book covers are facing out, rather than only showing their spines, and underneath each book you can read the online opinions or ratings of the readers.
The prices are always the same as online, which is explicitly mentioned in the store. There’s no real need to start comparing, but the mobile app does allow you to read many more reviews and gather more information. Or you can order the book online and have it delivered to your home.
The curious consumer has the chance to test and try out the Kindle, Fire TV and other Amazon devices in the store. Amazon Experts are always close at hand to give a demonstration and answer any questions.
The online book giant takes advantage of its 20 years of online experience to lay out the physical store in a new and unique fashion. Online knowledge and data are complemented with the experience and atmosphere of a traditional bookstore. Sounds like the best of both worlds to us!