Loyalty techniques that continue to “surprise and delight” customers and build lasting relationships can include birthday or anniversary gift certificates such as the ones that many retail chains such as Bob’s Store, Ann Taylor and Loft send in the mail or by email, monetary value store coupons or bucks for annual spend. Nordstrom and CVS do this. Other incentives can include concierge programs for certain types of customers, having a tiered approach depending on level of usage. Examples could be going from a silver or gold to a platinum member. Early announcements or access to products or event tickets before the general public can access are other things that can build loyalty.
— Anne Kottler, Sage Communications