“What we can learn from bricks-and-mortar bookstores About twenty-five years ago, offline bookstores learned not to push the hard sale. They discovered they could convert a visitor from “just browsing” to “buying” by making their stores highly conducive to reading. They added chairs, reading areas, and even in-store coffee stores. They discovered that the more time visitors spent in the store, the more likely they were to buy. Amazon has adopted the same approach, allowing visitors to “look inside” books.”