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At least they're trying something different to keep their retail stores going.
I wonder if the "curated" store could offer discounts on certain books restricted to their wifi only, or other offers. If so, there'd be an incentive for people to pop into waterstones and use their wifi whilst having a coffee.
Get people in the door, never know what they might spot/pickup on the way out.
Discount would have to be pretty decent though to get a dedicated visit rather than popping in because you happen to be passing a waterstones anyway.
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