Which innovative brand positioning strategy did Shakespeare & Co. implement in their stores during the 2010s that helped them compete against Amazon and other online retailers?

The book retail landscape has dramatically transformed over the past few decades, with stores developing unique brand positioning strategies to survive in the digital age. Independent bookstores, chain retailers, and specialty shops have all had to reinvent themselves to compete with online giants. This trivia question explores how one famous bookstore chain attempted to reposition its brand to create a distinctive cultural experience rather than just selling books.

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Installing Espresso Book Machines that could print and bind books on demand within minutes
Creating members-only reading rooms with subscription-based access to rare manuscripts
Implementing a book-sharing economy where customers could trade books instead of buying new ones
Developing virtual reality stations where customers could meet digital avatars of famous authors