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In the US, I think Barnes and Noble does a great job marketing the Nooks in-store. They have multiple working models prominently on display and someone full-time at that counter to answer questions. Whenever I go in there, there is usually someone looking at the devices.
But again, people who go to a bookstore are readers. I think a huge part of the slow adoption of ebook readers is that a lot of people don't read for pleasure. I always thought of the NYC subway as one of the last places that had a lot of people reading, but now that you can play Angry Birds instead, there are fewer (although it's still the number 1 place I see ereaders "in the wild.")
eP
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