Waterstone's is featuring its own staff in a national press and in-store marketing campaign to underline its specialist credentials.
The number one specialist bookseller, owned by HMV, is using five of its staff in the drive, which kicked off in newspapers and magazines last Friday.
Employees have featured in ads by retailers before - B&Q and Asda have both made effective use of staff.
Waterstone's campaign planner Annie Gallimore said: 'We want to promote the fact that you can walk into any of our branches and find someone who understands what you want. The knowledge of the 3,500 booksellers who work in our branches is phenomenal and something that we believe makes us stand out.'
The two-month campaign, entitled 'Booksellers Choice', promotes a three-for-two offer on 150 all-time favourites selected by Waterstone's staff.
It is running in all 196 stores.
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