Case Study: Shoreline Music achieves strong online traffic and sales with Shopify

Shoreline Music - Customer Case Study

Shoreline Music, based in Durango, CO, is one of the earliest online musical-instrument retailers — a store the current owner bought years into its life. The original launch rode early word-of-mouth, but by the time of the purchase that momentum had faded and the market had become crowded. With no market research or social media to rely on, the challenge was to rebuild traffic and sales from scratch while competing in an era with many more players.

The owner rebuilt the business by curating a product mix he could sell passionately, sourcing mostly direct from manufacturers, and focusing on outstanding customer service. Operationally he runs a custom FileMaker backend alongside Shopify with apps for metafields, tiered pricing, email, loyalty and analytics (Lucky Orange), ships from the retail storefront and uses a 3PL for heavy items. The result: steady traffic and sales from the Shopify store and a profitable, sustainable business that validates the founder’s approach.

Shoreline Music