I'm in the United States and searched for a Berkeley, California, Barnes and Noble. Here's the results page, as usual.

Looking at the store, next to the phone number is a link: "call".  

So you click...

Enter your phone number (it will remember from last time) and press the "Connect for free" button.

Your phone rings and so does the store's.

If there's a problem, you get the chance to try again.

Not available everywhere.

What do you think?

Who benefits?

Where will this lead?