Seattle online mega-retailer Amazon has opened a series of pop-up shops in the US where it is promoting its Kindle Private Brand as well as selling the e-readers and accessories from vending machines. The shop is an extension of the retailers ‘Read-It-To-Believe-It’ campaign highlighting their new product the Kindle Paperwhite. The mall integrations at a handful of malls across the US give customers a hands-on chance to try Kindle Paperwhite. The ‘Read-It-To-Believe-It’ campaign also includes TV and print advertising.
At the San Francisco popup, Kindle Paperwhite e-readers are displayed in a comfortable modern living room experience on shelves beside classic hardcover books that mimic the set from the commercial.
Source: Wall Street Journal