This Omni Talk Retail Fast Five segment explores Audible’s new “bookless bookstore” concept opening in New York City.

Chris Walton and Kathryn Mazza discuss why experiential retail continues to grow, how immersive audio experiences could reshape physical retail, and why retailers are searching for new ways to create emotional connection with shoppers.

They also debate whether concepts like this are the future of stores or simply experiential marketing experiments.

⏩ Tune in for the full episode here: https://youtu.be/W5Ei9Mjru4c

#Audible #ExperientialRetail #RetailInnovation #Bookstore #RetailDesign #CustomerExperience #RetailNews #FastFive #OmniTalkRetail #RetailTrends

Audible has opened Audible Storyhouse in New York City.

A first of its kind physical space described as the world's first book list bookstore.

Featuring over 300 audiobook titles accessible through the tactile storytelles.

Six distinct listening spaces, including a Dolby Atmos lounge, a listening bar staffed by storytenders, live author panels and events throughout May, and a pop up Cafe.

The 6,000 square foot space at 260 Bowery in downtown Manhattan opened on May 1 and runs through May 31, Wednesdays through Sundays, 11am through 7pm it's free and open to the public.

Instead of browsing bookshelves, visitors explore audiobooks through physical story tiles, tactile representations of individual titles that can be taken to listening stations for out loud playback audio or tapped on the smartphone to stream directly through the audible app.

Audible CEO Bob Kerrigan announced the company is expanding to 11 new international markets.

The company positions Storyhouse as arriving at a cultural inflection point where audio storytelling is the fastest growing format in publishing.

Chris, are you buying or selling the idea of Audible's book list bookstore?

Oh, wow.

Wow.

Oh God.

I have no idea which way you're gonna go on this too.

And you sent me your note for those who want to know how the sausage made you send me your notes ahead of time.

And I deliberately did not look at them because I didn't want to know which way you're gonna roll out these stories.

But you know, it was so funny because when I first read about the concept, Katherine, I was selling this about as hard as a Fabio dime store paperback.

That's how I put this.

I was like, not in on this at all.

But then as I started thinking about it for today's show, I think I'm actually on the buy side of this because number one, there's a lot of reasons too.

Number one, it's clearly a pop up test.

So it's only an operation for one month.

So it's a pop up.

So that's.

You gotta, you gotta take that into account.

Number two, I'm actually really curious to see the results because bookstores exist.

Like to me, the reason a physical bookstore exists is from people walking in and randomly buying a book.

So why, I mean.

Cause like it's virtually cheaper to do it via Amazon.

It really is.

And so if they're still existing and Barnes and Noble is doing really well, that's what they're capitalizing on.

And so in this case, you don't need the inventory.

The margin structure is different.

So why couldn't that Same phenomenon happen with an audiobook.

And as in number three, my third point I make is as an avid reader, I'm loathe to try audiobooks.

I've never tried one.

I have no interest in doing one.

But would I check this out and see how it works?

Yeah, maybe.

Because, you know, in the right setting, with the right content, say a souped up version of Harry Potter or something like that with movie quality sound effects in the background.

Yeah, maybe that captivates me.

Maybe I could see myself walking out with a new audiobook.

So, so yeah, I guess what I'm saying, Catherine, at the end of the day, sign me up for that audio Fabio fantasy novel.

That's what I'm thinking here.

I'm, I, I think I'm, I think I'm on board with this.

What about you?

All right, well, Chris, you better get on the plane.

You got two weeks to get there then.

I know, right?

I know I can't get to New York in time.

I know it's fun, your walks, your Chris walks through to the book to the audio, the Booklist bookstore.

Right.

Okay, Chris, this is one of those things.

I have to see it to believe it.

I mean, I could definitely see a younger crowd with maybe some more free time enjoying something like this if it was an incredible experiential environment.

I think there has to be a social element to it.

Me personally, I'm a working mom.

I'm ubering two kids around.

I think I'm gonna have to stick with listening to my audiobooks right inside my car.

Right, right.

Yeah, yeah.

I mean, this, at the end of the day, this could just be a branding exercise to see how many people can get into audible too, whether or not you leave the store without purchasing anything too in the right markets.

But you know, I'm reminded of this anecdote to my, my, I go to Orange Theater a lot.

I've talked about on the show.

And my trainer's an avid book reader.

We share books with each other all the time.

And she, and she likes to read.

And she was telling me she's reading this book, Red Rising, which she got on audio, and she actually does them both simultaneously to get the movie style sound effects in there too.

So there's also this whole new wave of how you read that.

I think this is merchandising or potentially capitalizing on as well.

So I don't know.

Catherine, does that, does that, does that change your mind at all?

It does, it does if it's more experiential.

You know, I would be open to it.

But I'm gonna want to see how this pop up test goes, see the results.

Maybe, you know, some of those influencers can go on LTK or go on TikTok and show me some videos of how this comes to life and then, and then I, maybe I'll.

Maybe I'll buy it.

But it's a pop up test.

It's one month.

No harm, no foul.

And if nothing else, it's surely an interesting news piece, because here we are talking about it.

Yeah, right.

Yeah, right.

That reminds me of another.

I've always wanted to start an Instagram account of just people watching people read books.

Like, just like pictures of people reading books, you know, so that's, that's hilarious.