They keep a close eye on their business and the market, as they do not wish to grow complacent. In their shop, it is important for them to watch carefully what is and is not selling, so that they can plan appropriately. They understand that they cannot carry everything that people may ask for. That means they need to understand what is in demand, so they can prioritize their efforts accordingly. They keep their web site updated with the latest releases of their major lines.
Local customers make use of the web site just to get information on upcoming merchandise.
They also make sure people on related interest groups are aware of their updates. The Web, for us, is a fairly easy way to present ourselves, our name, and our merchandise to a broader audience. For us, it is simple, because we're fortunate enough to have all the web creation and maintenance expertise in-house. They have their URL on all of their correspondence, letterhead and ads. Their web site is user-friendly, and contains a complete Table of Contents.