Originally Posted by VHNet

It's a great technique for building relationships with customers, or just plain attempting to retain or shock them. Gamefly, for example, gives you a $5 reward coupon every 3 months you're a customer .... they don't tell you this until you get your first one. Then suddenly "Claim your $5 reward! We love you as a customer!" . Definitely emits a stronger bond than if I was expecting it...more like a "wow, that's really cool they did that" vs. something like "i'm just waiting around for my $5 card...then i'm outta here".