Amazon announced in February of this year that it was opening 100's of PHYSICAL bookstores across the US.
Why on earth would Amazon do this?
They have been pushing Barnes & Nobel out of business for years. Consumers continue to purchase more from Amazon.com while Barnes & Nobel has been reporting YOY losses.
But what Amazon realized is:
Offline retail converts more browsers into buyers than online retail.
It's not hard to imagine why. The ability to evaluate and experience a product in person helps eliminate any doubt about its quality and value. Conversion rates actually get worse as the size of the device decreases.
There is a great deal of money being left on the table and Amazon has become aware of this. But what if Amazon approached this problem in a different way?
Instead of Amazon wasting millions of dollars opening physical brick and mortar locations, what if they could create the same in-person buying experience online?