Maybe they can offer a super wide selection available to see, since they don't need to carry stock. And perhaps you can order from them if you like it, and they run an online store where they ship it from, and you get your $10 back as a discount.
This is basically describing the Amazon stores.
Another approach is the manufacturer showroom. They don't care where you buy it so they just try to induce the demand.
But it's not very common. I expected showrooming to develop into a more formalized thing but it really hasn't. I guess between Walmart and B&M chains like Best Buy that have managed to stabilize for the most part, there hasn't been a compelling need for manufacturers to establish a showroom presence.