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There is a reason so many of the larger bookstores have included lounge areas, comfy chairs and coffee shops. First of all, it sets them apart from the smaller stores and attracts more customers in. Not only that, but it also brings the internet customers in. People who know exactly what they want and don't need to browse through stuff can mostly get good deals online that no brick and mortar store can match, but those who are still undecided will prefer the cozy place.
But the key thing is that margins on coffee, pastries and so on which are consumed while there are much, much larger than on the sale of a single book. Because the fact is that the profit margin for selling used books online is much, much larger than the profit margin for selling new books on a brick and mortar store, and so they have to adapt. And they adapt by catering to the crowd who will come in, read major parts of a book, buy a coffee, a pastry, and maybe even get that CD that has been playing on the background.
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