The retailer is aiming to appeal to book lovers' sense of curiosity and discovery by offering knowledgable staff "booksellers" who will provide one-on-one guidance and expertise to store shoppers this holiday season

Finding the perfect holiday gift can be tricky, and online retailers often turn to tricking their algorithms to feature the most relevant content. Book retailer Barnes & Noble is taking a different approach, however, positioning its store associates as passionate literary experts looking to help customers find the best gifts.

The “Nobody Knows Books Like We Do” campaign contains several 15-second ads highlighting the store employees’ vast knowledge on all of its items. The aim is not just to sell books or toys but to establish the idea that the 23,000 workers at the brick-and-mortar stores are the go-to guide for personalized advice and responses to gifting inquiries.

Bookstores were one of the first IRL retailers to lose business in an era of online publishing and commerce. Accordingly, B&N hopes to incentivize in-store traffic with this personal and interactive opportunity. “One of the things that is unique about Barnes & Noble as a shopping experience is interacting with their booksellers,” Tim Maleeny, Havas chief strategy officer, North America, tells AdWeek. “They can not only help you navigate the store and find the perfect gift, but you know they are going to be totally passionate about whatever it is you are shopping for.”

Watch one of the campaign’s ads below:

Barnes & Noble

Finding the perfect holiday gift can be tricky, and online retailers often turn to tricking their algorithms to feature the most relevant content. Book retailer Barnes & Noble is taking a different approach, however, positioning its store associates as passionate literary experts looking to help customers find the best gifts.

The “Nobody Knows Books Like We Do” campaign contains several 15-second ads highlighting the store employees’ vast knowledge on all of its items. The aim is not just to sell books or toys but to establish the idea that the 23,000 workers at the brick-and-mortar stores are the go-to guide for personalized advice and responses to gifting inquiries.