It twas Eclectic. I am not surprised that the market is dead in Reading (UK), even if the hobby is alive. I think many of the chaps who play above the shop during the week nights buy their books from Amazon or elsewhere due to price. I know loads of people who roleplay in the area but I don't hear about them buying that many books.
The shop where I went for Free RPG day is a hefty trek for me to get to. The shop is awesome in the way it supports the community etc, but the prices are just not competitive. Mongoose Traveller was £30 and Pathfinder RPG core was £35, both can be delivered to your house for less than half that.
I really think the FLGS are going to struggle, if they stick to slightly above RRP.