Waterstones have embraced digital to enrich the bookshop experience with the strategic, if somewhat surprising decision to stock the products of their main competitor instore. Customers can now try and buy Amazon's Kindle in the comforting environment of the traditional bookshop, accessing ebooks through instore wifi. But once they've bought the Kindle, will customers come back? And will Waterstones' traditionally minded, loyal customers resent this deal with the devil? Unfortunately, we think this could be a nail in the coffin for the high street bookshop.