As the Introduction states, 'hosting events in store, whether they include an author or not, is a proven method of reaching your community effectively' (I'd say market!) 'and is an ideal way of making sure potential customers find out about you, and come back again and again.'
'Successful events are an ideal way to create and build links with all sorts of new markets, from schools for all age groups, book clubs, local businesses and community groups' and of course for museums and other attractions, the local visitor market. These links can lead to a number of further marketing opportunities.
'Once you’ve worked out which events work well for your store, you’ll find it easier to promote them and will get an even better turnout. And this in turn will lead to extra sales and turnover: something we are all looking for!'
So have a look at 'Books are My Bag' here and thank you to Midas PR for an excellent guide to setting up 'instore' or should it be 'inshop' (?) events.