News

B&N expanding in-store NOOK presence

August 1, 2010

Barnes & Noble, Inc., the world's largest bookseller, announced that it is expanding its in-store NOOK displays to full-service eReading NOOK Boutiques. According to the company, as of the one-year anniversary of its entry into the eBook market, the company has gained awards and acclaim with its expansive eBookstore, family of NOOK eBook Readers and popular free NOOK software to shop and read on the most popular mobile and computing devices, including iPad, iPhone, iPod touch, BlackBerry, Android and HTC HD2 smartphones, HP computers, PC and Mac.

The company said that the commitment of resources and floor space for the NOOK Boutiques recognizes the significant role that Barnes & Noble stores -- and experienced staff -- have played in this success, and will better enable booksellers to help customers explore, access and enjoy eReading in stores, where the majority of devices to date have been sold. NOOK eBook Readers continue to be Barnes & Noble's best-selling items. Consistently strong device sales accelerated recently with the introduction of NOOK Wi-Fi available for $149 and the new, lower price for NOOK 3G available for $199.

Among Members -- Barnes & Noble's very best customers -- the company has seen an approximately 20 percent increase in their combined digital and physical spend since purchasing a NOOK and more than a 70 percent increase on a unit basis. The widespread appeal of Barnes & Noble's NOOK devices and free and popular eReading software has also triggered significant expansion of Barnes & Noble's customer base, with 25 percent of NOOK users new to BN.com. Reflecting the strength of the NOOK brand, Barnes & Noble is transitioning its entire eReading offering to be NOOK-centric, with the newly released NOOK for Android to be followed soon by an updated NOOK for iPhone, NOOK for iPad and others in the coming months, along with the soon-to-launch NOOKstudy online study platform and software solution for higher education.

"We entered the eBook market a year ago confident our bookstores would be a huge competitive asset, and a year later, the role of our retail channel in the success of NOOK and eBooks, and the popularity of our in-store eReading features have crystallized this advantage," said William J. Lynch, CEO of Barnes & Noble, in a press release. "No other company is doing what Barnes & Noble is doing, utilizing its store footprint and innovative technology to add value to the customer's eReading experience -- including unique features such as digital eBook lending, free Wi-Fi connectivity, in-store browsing of complete eBooks and exclusive content, and more."

Lynch added, "The NOOK Boutique concept was designed to ensure we're maximizing the growth potential for all channels through our bookstores, which will continue to focus on delivering customers the joy, discovery and exploration of reading in a comfortable, community setting. Our growing leadership in technology and digital content is simply deepening the experience."

The 1,000 square-foot boutiques will feature demonstration tables and multiple operating NOOK devices for trial. An adjoining wall and large flat panel display will feature video demos of NOOK eBook Readers and display more than 100 accessories, including NOOK covers by popular designers such as kate spade new york, Jack Spade, Jonathan Adler and Lilly Pulitzer. Each NOOK Boutique will be fully staffed by knowledgeable booksellers who will offer book lovers device demonstrations, help customers download Barnes & Noble's free NOOK software to their mobile or computing devices and provide ongoing support.

The boutiques will begin rolling out this summer and through the fall. In addition to the unique ability to share eBooks with friends through Barnes & Noble's LendMe technology, NOOK owners already enjoy a variety of in-store programs and promotions, including the beta Read In Store feature, which allows customers to browse many complete eBooks for free, and the More In Store program, which offers free, exclusive content from bestselling authors and special promotions. Customers take advantage of both Read In Store and More In Store through access to fast and free Wi-Fi connectivity in Barnes & Noble stores. As a result of these and other in-store offerings, Barnes & Noble currently averages more than 2 million free Wi-Fi connections per month in its stores.