Mike Augustine, of Greenville, S.C., recently had some errands to run at his local shopping centers: buy some groceries, pop into a mobile phone retailer, pick up some dry cleaning. And lastly, he had to stop by the health insurance store to shop for a better plan.

The new BlueCross BlueShield brick-and-mortar retail store at the Magnolia Park strip mall staffs five licensed agents, prepared to help customers — by appointment or walk-in — navigate the new rules of the health care reform, and to buy plans as they would electronics or office supplies.

Though Augustine has not changed his plan, he says the visit was helpful.

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