Kobo intends on rolling out 100 boutique style stores within 100 different WHSmith bookstore locations in the United Kingdom. They will be manned by dedicated Kobo employees with deep product knowledge that can help you decide what device is perfect for you. They will be selling the Kobo Vox, Kobo Touch, and various accessories for their e-readers.
The Kobo store within a store concept takes its cues from a pilot project the company had been running at a few of WHSmith’s largest locations. One of the boons on this enterprise is that all of the areas will be outfitted with WiFi and PCs and knowledgeable Kobo experts. Customers will have the chance to experience Kobo, learn about ereading, purchase the devices, browse the Kobo eBookstore, and activate their Kobo account before leaving the store. They will also provide a bit of technical support if you have a unit that is not working properly and attempt to help you troubleshoot it.
“We value our partnership with WHSmith and are excited to have dedicated, knowledgeable staff members who will educate WHSmith customers and introduce them to the benefits of Kobo.” said Mike Serbinis, CEO of Kobo. “We know that in partnership with WHSmith we will deliver an engaging in-store experience that will demonstrate our expertise, best-in-class design, easy user experience, and innovative product line.”
I think this is a savvy move by Kobo that gives them a distinctive presence in the UK. Amazon currently sells its range of devices at various store locations but remains an afterthought in most shelves. Barnes and Noble has seen success with its dedicated Nook areas in most store locations, and in most cases has expanded the areas due to customer demand. With Barnes and Noble prospectively opening in the UK soon, Kobo needs to brand itself most effectively. This seems to be a move in the right direction.