In most cases, customers have no desire whatsoever to have a relationship with you. They just want to get what they need to go on about their business. And remember that people like to shop anonymously. They don't want a salesperson hanging over them while they look through the clothes rack. But they do want that person to show them, at just the right moment, where the dressing room is.
Timing is everything in online and offline marketing.
If you provide just what they need at just the right time, they will be satisfied, and they will return next time they have a need. Know why they're coming and give them what they need. Rudimentary sites simply provide information, and very few of them provide the specific information that visitors want. For example, it's amazing how difficult it can be to find a company's snail mail address or phone number on its site. Product information shouldn't be limited to selling materials.