For brick-and-mortar retailers, getting customers to walk into their stores has always been a challenge. Today, it’s even more so. But the secret to success in the third decade of the e-commerce era probably isn’t making digital downloads “In-Store Purchase Only.”

“I wanted to buy some Microsoft points for Xbox…..ummm, I’m not quite sure I understand this one Best Buy,” reader Aaron writes. “Digital Download in-store?”

No, it’s not an actual new marketing policy on Best Buy’s part, though we can imagine a particularly dense customer service staffer explaining to Aaron that he has to buy the item in a store because that’s just how it works.

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