It requires an understanding of what Bitcoin is, and how they can utilize its features/popularity in an appropriate manner for them. Currently, even when stores know Bitcoin, they are afraid to give it a try due to the volatility this market experiences. If they knew that they could avoid the volatility by making use of third party payment processors who convert all Bitcoin sales directly into fiat, I am quite sure that they would at least consider giving Bitcoin as payment option a go. On top of that, the fees these payment processors charge are ridiculously low compared to what credit card payments cost.