Retail industry professionals know that while ecommerce is an increasingly important part of their industry, brick-and-mortar sales are still the bulk of their business. For consumers and merchants alike, there are a number of advantages to shoppers wandering the aisles. Customers could see and try on or test products that they might not have bought or noticed online, and stores can benefit from the impulse sales that these habits generate. This also reduces the chance that an item will be returned, and it simplifies the refund process when one is brought back. 

Because of the advantages inherent to brick-and-mortar sales, some retailers are running events leading up to the holiday shopping season to draw customers into their stores. Integrated Solutions for Retailers recently highlighted Barnes & Noble's own efforts to attract shoppers with its "Discovery Friday," which will take place on November 22. At this time, the book seller will run a variety of games, giveaways, storytelling sessions and other activities meant to drive customer engagement.

According to the news provider, this effort is meant to showcase the advantages of having access to on-the-floor associates who can answer questions and provide recommendations to curious shoppers. Although discounts and other promotions are an important part of the holiday shopping season, customer service can help encourage brand loyalty that extends beyond the price point.