Brian Douglas is photographed at the Cream City Music store Wednesday, Nov. 11, 2015, in Brookfield, Wis. Cream City Music sells more than 1,800 items from guitar picks to vintage instruments on Reverb.com, a musical equipment marketplace. The retailer began selling on Reverb.com two years ago. Small retailers use high-tech innovations to build relationships with customers; they often can’t compete with big chains on prices, so they aim at better, individualized service. (AP Photo/Morry Gash)