A reader can select an ebook and buy it in the shop without having to register in the bookstore. After paying the total at the register, the customer receives a download code which they can enter into their Thalia account online.
After entering the code, the ebook can be read on the Tolino eRraders, on the PC or via the free Tolino app for Android and iOS. The Thalia bookshops offer free wifi for download in store, or customers can have their purchase delivered directly to their existing Thalia account so that the ebook is available for direct download from the Tolino cloud.
But the key difference is that Thalia is selling ebooks without gift cards.
This is an elegant solution, but to what problem?
B&N, Amazon, or any of the Tofino partners could have offered this service years ago, and no one - because customers don't want this any more than ebook gift cards.
After all, why would you get the ebook gift card when you can just use the free Wifi to buy the ebook online? Less muss, less fuss, and best of all you can use your favorite platform.