Barnes & Noble Emulates Apple (In All the Wrong Ways)

Barnes & Noble's (BKS) Nook e-reader was scheduled to hit stores today. But in a move reminiscent of Apple's (APPL) iPad unveiling, B&N touted the device without actually delivering it -- at least in some stores.

While Nooks are available online, their absence in retail outlets is making it hard for B&N to scoop the e-reader advantage they were handed on a platter last week while competitor Amazon (AMZN) waged war with Macmillan and other publishers over e-book pricing.

Unfortunately, this wasn't B&N's first stumble. The bookseller wasn't able to get Nooks into brick-and-mortar stores in time for Christmas (while online orders were backing up). In January, online demand ate up the precious few e-readers that were in stock. In the meantime, all in-store staff could do was run demonstrations with sample devices, leaving customers hungry but empty-handed.

Today was no different. The information kiosk at my local B&N was ablaze with bright white Nook banners and a couple of demo devices -- which weren't working. The saleswoman told me that she had none for sale because the demand was so great they were only available for certain stores.

Random calls to several B&Ns around the country (including San Francisco, Woodland Hills, CA, and on 54th Street in NYC) confirmed they didn't have Nooks either. However, the staff at each location helpfully offered to have one shipped to my home. I could just as easily do that myself, and save the money on gas or public transportation.

There have been other issues with the device. Reviewers have ranted about Nook's software bugs and slow download time. The retailer addressed that with updates (the latest is available now -- if you can actually lay hands on the device) and features that trump the Kindle such as a second color touch screen display, expandable storage, Wi-Fi, and book lending options, among others.

B&N's edge could have come from something Amazon can't deliver: a walk in, plunk your ducats down, take your package and go sales experience. It's a real-world deal that, at $259, is hardly an impulse buy, but it offers customers instant gratification. All the company has to do is keep Nooks stocked in its stores -- all 775 of them. Sadly, that's hard for it to do.