Doing Business Online

Handwritten Reviews

For independent music shops, the staff's detailed knowledge is an asset. Other Music leverages that knowledge by peppering the shelves with handwritten reviews—the same blurbs about new releases go out in the company's e-mail newsletter. The personal touch builds brand loyalty and attracts customers who want to be part of a music community.

Tip: Find ways to differentiate your store from larger retailers and build a community that will make customers want to return.