The customer, whether an individual or another company, has to trust your technology and your security. If you neglect either, they're likely to be scared away. It's about being accessible to the customer when it's the middle of the night and something goes wrong. So if your customer likes to go food shopping at 4am, all the power to them. Likewise, the customer who shops at 4am is just as important as the customer who shops at noon.
Advertising is the key to getting the brand out there.
Brand establishment is even more important on the Internet to create and maintain these associations 6. The key is to watch your competitor closely and if possible stay ahead of them. If they can't find it at CDNow, they'll look for it at Tower or Virgin. People are self interested, so are companies. People want fast service and quality products at a low price.