As a frequenter of independent music stores and drum shops - when I can find them - I look for selection, and pricing, in that order. Although not always necessary, a knowledgable and friendly staff is a bonus. Musicians often like to hang out and chat with people in shops, and that obviously tends to encourage sales. We buy from places that we like to go.
Between the internet pricing and availability, and the still recovering economy, nobody's really doing too great these days. I see you're not far from Charlotte, so it shouldn't be hard to tap into the music community in the area. As HJim pointed out, Sam Ash hosts a Drum Club (I think 1st Monday of the month) to bring in local players. You could start something like that for local drummers, offering a discount on those nights, maybe some product demonstrations... something to build a relationship with drummers or any players in the area.
I guess that's the #1 thing - building a relationship with musicians. As I said, we buy from places we like to go. And we'll pay a little more in the process, so you don't always have to beat internet pricing. But the prices do have to be attractive, so don't expect to take advantage of a customer's loyalty.
As for selection, try and have some things that other stores in the area don't have. It's a given that you'll need Evans and Remo and Aquarian heads, but also stock Attack and Ludwig if the terms are good for the store. Give the customers some choices that they don't normally get to see. That goes for sticks and cymbals as well. Get some brands/models in that customers can't see anywhere else.
Keep parts in stock. Take used gear on consignment or trade to attract vintage and budget-minded players. Offer services like tuning, lessons, repairs. Host clinics.
The tried and true methods still aren't a guarantee of success in today's market, but you can't overlook any potential opportunities to attract customers.
Bermuda