I'm trying to think if I've ever seen a "web store" have content like this. Usually it's just selling merchandise.
More and more online stores are realizing the need for and integrating this keyword-rich content, but they normally won't make it a focal point. Here's an example:
Go to Branders.com
. Notice how everything looks like a typical online store but as you scroll down the page, they promote their blog and are integrating a bunch of keyword-rich content. All this is "below the fold" and no one is going to read it, but search engines do.
Also note at the VERY BOTTOM of their homepage a link called "Content Links
". Go to that page and note that they have created hundreds of keyword-specific pages that get them good rankings for a rediculous amount of keywords.
Modeling your efforts after this site would be a good way to go...